Project timeline: May 2021- July 2021
Position: Creative Strategist
As a class requirement, my peers and I were responsible for creating two successful campaign proposals for a national healthcare insurance company. It’s important to note that this was a class project and NOT paid for by Bright HealthCare.
Bright HealthCare is a young health insurance company that has provided individual and family health insurance to over 500,000 customers. Based in Florida, Bright HealthCare was looking to expand its customer base and get more Floridians to sign up during their enrollment period.
As a class, we formed ourselves into a creative agency called Breaker Collective. Similar to most agencies we had five internal departments (account, strategy, media, PR, and creative) and split ourselves up by our strengths. After extensive research done on Bright HealthCare and the U.S. health insurance market, we pitched the agency to the company, and once they accepted our deck, we got to work on creating two solid campaigns that would ultimately result in more sign-ups during their enrollment period.
I was part of the creative department at Breaker Collective and served as a Creative Strategist and Copywriter. I assisted the account department’s SWOT analysis, by analyzing Bright HealthCare’s owned media and conducting a comprehensive social audit. I found that the client’s online presence was inconsistent across several platforms, SEO for the brand was almost nonexistent, their content scheduling was infrequent and inconsistent, and their social posts were lacking in comparison to their competitors. During the pitch, I presented my findings to the client and provided solutions that were conducive to creating a more cohesive and inviting online presence.
After the pitch was accepted, we got to work on creating two campaigns that would increase brand awareness and drive more traffic to Bright HealthCare’s website. As the creative team, we were in charge of conceptualizing the themes for Bright Bubbles and #BrightenUp Miami as well as how we would market the events to the target audience. Both campaigns would span four to five months and included a combination of flighted and continuous advertising.
Ultimately, we were successful in that both the client and our professor were very happy with the campaigns we created. I would also like to (not so) humbly interject that the professor and clients were very impressed with the social audit I completed and it was reflected in the grade I received.
Below is the final campaign booklet we created. Check it out!
Copy-of-Final-Campaign-Book-Bright-Health