Healthcare Industry Leader

Think local. That was Godwin’s advice to a national health insurance brand in the midst of a major challenge: In their first year in the Mississippi marketplace, the company set out to enroll 20,000 new members. But just weeks away from the enrollment deadline, something wasn’t clicking. Godwin was asked to help — and fast.

Since the national campaign wasn’t resonating with Mississippians, Godwin suggested a different approach: Local faces. Local voices. Local stories. In just four weeks, Godwin launched an all-new campaign for the national brand, based on true stories of the national health insurance’s Mississippi members.

Enrollment soared. With Godwin’s help, 43,000 new Mississippi members were enrolled — more than double the original goal.

For three years in a row, this national brand and Godwin worked to earn trust and connect with people on a deeply local level — and not just in Mississippi.

Godwin’s recommendations for content creation, media placement and grassroots outreach worked so well that we were asked to adapt them for nine major markets in five different states, including Savannah, Georgia; Grand Rapids, Michigan; Daytona, Tampa Bay and Palm Beach, Florida; New Orleans, Louisiana; and throughout Mississippi.

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Here are just a few of the ways Godwin helped to think local:

Year 1: Let Culture Drive Content

Year 2: Build On What Works

Year 3: Take To The Streets

Real people, real stories. Godwin helped this national brand build local trust by producing original, Mississippi-rich content for broadcast, web, mobile and social media. No matter how inspiring your brand content may be, the real magic happens face to face. Our outgoing street teams made memories with over 40,000 people at ten events in three states.

No matter how inspiring your brand content may be, the real magic happens face to face. Our outgoing street teams made memories with over 40,000 people at ten events in three states.

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