STEPHANIE GABRIEL
Georgia Medicaid Special Open Enrollment
Georgia Medicaid members had the opportunity to choose a new health plan when a competitor exited the market. The goal of this campaign was to acquire those members during the special open enrollment period.
All design was completed by Anthem design team or external agencies. I contributed messaging and growth strategy, copy, concepts, and creative direction for each phase of this initiative.
Brand study and message testing
Developed three messages for testing in a research project surveying Medicaid members around competitor exiting the market ahead of event. The goal was to understand more about plan choice and brand perception and awareness. We used the findings to inform the messages and direction. A dummy brand was used so as not to influence participants' responses.
V1
V2
V3
Warm-to-market
Wrote copy based on top-performing messages for the warm-to-market ad launch. This phase focused on increasing awareness from both a creative and tactical perspective. I supervised and coordinated production of audio, video, and all assets.
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Open enrollment
This was the last phase of this project - direct response with a clear call-to-action. Included both digital and analog tactics.
Amerigroup is an Atlanta Medicaid plan with top doctors. Choose a doctor you trust when you choose Amerigroup for Medicaid.
Social with variable images and copy tailored to target DMAs
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V1: Atlanta
V2: Augusta