Res Publica Group’s goal was clear: help CountyCare retain and grow its membership. Building on audience-tested research, we developed messaging and creative concepts that could be translated across multiple platforms in multiple languages for diverse audiences. We translated the campaign into marketing materials and amplified the message through advertisements on bus shelters, billboards, CTA trains and radio.
Our efforts resulted in CountyCare membership exceeding expectations. What’s more, brand awareness and favorability among target audiences grew significantly – 17 percentage points and 13 percentage points, respectively. Our efforts have since expanded to include digital advertising, a new website and marketing programs designed to further retain and grow membership.