Community & Commercial
State of Michigan and Individual Open Enrollment
June 2022 — January 2023
State of Michigan employees are an important audience of focus for MHP, and therefore, Güd Marketing updated outreach materials and implemented a multi-tactic campaign to reach state workers during the enrollment time period. Throughout the year, an Individual Open Enrollment campaign also ran in different flights throughout the month to reach individuals looking to enroll.
Services Performed
Planning
Creative
Messaging
Media Buying
Social Media
Digital Display
Outdoor
Print
State of Michigan Campaign
September 16 — November 4, 2022
Tactics
Social •
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Outdoor •
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Digital display •
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Postcard •
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Brochure •
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Results
8.8M
impressions
75k
volume of engagement
$15,305
added value
Outdoor
7.2M
impressions
$12,590
added value
Display
905K
impressions
542
clicks to website
1.60%
CTR
$2,715
added value
Delivered a click-through rate that was 1,233% higher than the benchmark of 0.12%
Social (Facebook)
645K
impressions
74k
engagement
4.4K
unique link clicks
Reach
81K
0.91%
CTR
Over 17K times the video was played till the end, indicating relevance in the messages
Social (LinkedIn)
50K
impressions
521
engagement
1.03%
engagement rate
3.76%
video completion rate
0.41%
CTR
Individual Open Enrollment Campaign
November 1, 2022 – January 15, 2023
Tactics
https://vimeo.com/790950735/8807c34e10https://vimeo.com/790950757/7ded64d993
Social •
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Results
Social (Facebook)
535K
impressions
201K
engagement
9K
unique link clicks
122K
Reach
2.14%
CTR
Users aged 65+ generated the highest number of clicks for the campaign. Women were a larger demographic as compared to men.
The primary audience from Genesee, St. Clair, and Ingham counties performed better than the secondary audience (in several counties like Bad Axe, Davison, Fenton, etc.).
The click-through rate for the primary counties was 12% higher than the secondary counties.
Special Enrollment Period
April – July 2022
Tactics
https://vimeo.com/790932959/7decc4ae58https://vimeo.com/790932971/552eec57aa
Social media •
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Results
661K
impressions
89K
volume of engagement
4.9K
unique link clicks
105K
reach
6.28
frequency
0.89%
CTR
Users aged 25-34 generated the highest number of clicks.
Northern lower peninsula counties generated maximum link clicks followed by Macomb and St. Clair.
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Brand
Awareness
Medicare