The Coalition for Medicare Choices is a grassroots organization of more than two million Americans who are covered by Medicare Advantage, and who rely on Medicare for high-quality, affordable health coverage.
Coalition for Medicare Choices
Location: Washington D.C.
ESM was asked to develop and activate a media plan geared at reaching lawmakers in DC with oppositional messaging to Medicare Advantage program budget cuts.
This program was activated from mid-September through December 2021 and included cable TV spots across a highly targeted program list, network specific streaming TV targeting, cord-cutter OTT platform targeting as well as strategic out-of-home placements within extended areas surrounding Congress and high-traffic commuter areas
They key challenge of this campaign was nailing down an approach to ensure we were target key decision makers (Congress members) at the right place, and at the right time, and to maximize budget potential and reach by creating opportunistic OOH inventory, and focusing video buys on a combination of key programming and multi-screen reach.
Why it Worked
Our team determined the key times of day where messaging could be activated most effectively to generate a broad reach in a relevant area, and activate media in strategic and specific areas of the city.
The recommended tactics can be broken into 2 segments: Broad Reach activations and Experiential Guerilla activations.
The Broad Reach activation had 2 sub-categories:
- Transit: This includes heavy foot traffic areas such as within proximity of transit hubs (train stations), as well as Taxi TV.
- Lifestyle: Lifestyle-based locations that included locations such as gyms and running routes (ie. Potomac River)
Experiential Guerilla Activations provided the client the opportunity to be in areas where traditional OOH inventory does not typically exist. Examples of these placements included bicycle boards, city store boards, and sponsored food carts.
This 2021 campaign launched across popular Washington D.C. neighborhoods including Union Station, Dupont Circle, Union Market, Capitol Hill and other key locations to reach members of congress and decision makers throughout the day.