Michigan Health & Hospital Association
Auto No-Fault “Big Changes Ahead” Campaign
Goal: Inform Michigan drivers about the changing Auto No-Fault law and encourage them to make the right choice in purchasing as much medical care coverage as they could afford.
- 2020 PRSA East Central District Award of Merit
Martin Waymire and the Michigan Health & Hospital Association partnered with market researcher Escalent to survey 1,005 Michigan drivers statewide on driver knowledge of the upcoming changes to the law. Three brand concepts were also presented to focus groups, which identified “Big Changes Ahead” as the brand that would most resonate with target audiences and draw them in to learn more. We also utilized the Escalent research about demographics, geographies, income and more to further refine the target audiences and campaign goal.
Martin Waymire worked with MHA and their partners in the healthcare and catastrophic claims industries to research and identify the information residents most needed to make an informed decision about their coverage after the auto no-fault changes went into effect.
Action Plan & Communication Overview:
Martin Waymire led the strategy coordination of the educational campaign, “Big Changes Ahead”, around changes to Michigan’s auto no-fault law. The statewide campaign worked to inform Michigan drivers about the upcoming changes to Michigan’s auto no-fault policies, particularly in light of research that showed most citizens were largely unaware of how changes to the law would affect their health insurance coverage. With the input from MHA experts, Martin Waymire wrote content that addressed the common questions Michigan drivers had about the changes, which guided the rest of the campaign messaging.
Martin Waymire led the design and development of an easy-to-use website, DriveProtected.org, that offered insight into the complicated insurance and impacts of the changes on Michigan residents. Our team developed the website sitemap and all written copy, the creation of promotional videos and a Frequently Asked Questions section, and a full advertising campaign to reach residents.
The advertising campaign led by Martin Waymire included billboards, radio spots (traditional and streaming), a digital and social media campaign, display and native advertising, and website SEO/paid search.
The launch of the DriveProtected.org website was a success in the immediate need to convey complex and important auto insurance policy changes to the identified target audiences.
- Over the course of the full 6-month campaign, earned media coverage resulted in 146,000 estimated coverage views and 2,310 social shares.
- Website traffic was fueled by a diverse range of digital and traditional earned media and marketing tactics, resulting in 67,409 users to the website in the first three months, surpassing our goal of 50,000 users.
- As the site was built to provide immediate information on the homepage, the website received a total 104,646 pageviews, with many exploring homepage sections describing the law changes and the Frequently Asked Questions section for more in-depth detail.
- The website included a partner toolkit that received 583 page views within the first three months, where users could download infographics and content to share campaign assets with their audiences.