Build reach, elevate awareness, and encourage eligible individuals to select the Medicaid health plan during the most competitive months of the year.
Multicultural Media Strategy Delivers Breakthrough Enrollment Results
Goals:
CLIENT:
A Medicaid health plan serving a major U.S. market sought to increase awareness and drive enrollment during its peak “choice” period. The audience consisted primarily of lower-income families—largely Black and Hispanic households—across select target zip codes. While partner agencies managed overall strategy, research, and client-facing responsibilities, TEC Direct Media served as the buying arm for TV, radio, print, out-of-home, and portions of digital media. The objective was clear: build reach, elevate awareness, and encourage eligible individuals to select the Medicaid health plan during the most competitive months of the year.
Strategy:
TEC Direct Media implemented a highly localized and multicultural media approach designed to reach people where they live, commute, and consume content. The campaign targeted specific zip codes within the major market, identified through both historical performance and growth opportunities. Messaging was carefully aligned with the language needs of each community—English, Spanish, Polish, and Chinese—ensuring that audiences encountered culturally relevant content across trusted channels and publications.
A comprehensive mix of media supported the campaign’s reach and frequency goals. Television placements spanned both broadcast and cable, complemented by Connected TV. Audio efforts included both English and Spanish terrestrial radio using :30 and :15 creatives, as well as streaming audio via SiriusXM, Pandora, and internet radio platforms. Digital video, display, and paid social extended exposure throughout the campaign period, while print insertions in widely read, community-focused newspapers reinforced message credibility among multicultural audiences.
Out-of-home played a particularly impactful role, with placements mapped intentionally to target neighborhoods. A wide variety of physical and digital OOH creative formats were used to reach prospective subscribers in specific neighborhoods. This broad and visible footprint allowed the Medicaid health plan to remain top-of-mind in high-traffic community environments.
Results:
The campaign delivered exceptional outcomes. Thirty-five percent of eligible individuals chose our client’s Medicaid health plan, setting a new all-time enrollment benchmark. Enrollment increased across opportunity zip codes, confirming that the strategy successfully expanded reach and resonance in neighborhoods identified for growth potential. The multilayered media approach also strengthened visibility among historically underserved audiences through meaningful language targeting and relevant channel selection, resulting in a campaign that was both data-driven and community-centered.
