kynect relaunch

Rebuilding mass public awareness — fast

The background

An early initiative of the new administration in Frankfort was to resurrect the popular state-run health exchange that was dismantled by the previous Governor. The economic crisis of 2020 caused by COVID-19 left more Kentucky families needing access to assistance programs than ever before. Many didn’t know where to start. We needed to quickly increase public awareness of health and family resources while simplifying the online user experience.

  • Brand Messaging
  • Brand Positioning
  • Creative Direction
  • Copywriting
  • Content Development
  • Consumer Research
  • Design
  • Digital Advertising Development
  • Experience Design
  • Illustration
  • Media Relations
  • Media Strategy and Planning
  • Responsive Design
  • Search Engine Marketing
  • SEO Strategy and Writing
  • Post Production and Motion Graphics
  • Social Media Strategy and Management
  • Photography

Results
By the numbers

147.5 M
Media impressions served in 2.5 months
950k+
Calls to the kynect helpline
98%
Connected TV video completion rates
31%
Paid search click-through rate

Insights
Re-kynecting with an old friend

kynect is the name we gave Kentucky’s state-run health exchange from 2014–2016. The program was hailed as the national model, driving down the number of uninsured by the highest rate in the country. The brand was so well-loved that we, alongside Gov. Beshear, revived it as the front door to all Kentucky assistance programs. After all, the name describes its purpose – to connect Kentuckians to health and family resources.

Our solution
Media brand awareness campaign

Our statewide public awareness campaign was a combination of general messaging to Kentucky’s adults complemented by topic-specific content to hyper-targeted audiences across the Bluegrass. Through a heavy spend in connected TV, digital and out-of-home, our goal was to drive awareness of kynect as the one-stop shop to find all available government assistance resources.

kynect.ky.gov
A digital front door

While most searches for assistance programs start online, we saw a massive shift to the web for the entire health-benefits user experience. Kentuckians needed a way to find all available resources in one place. Our solution was a search-optimized campaign landing page where consumers could clearly view their options, access resources or easily request help to find the right program.

Virtual visibility at its finest
PR & social media

PR in the midst of COVID-19 requires flexibility and agility. We secured media appearances, op-eds and virtual engagements for our kynect spokesperson, Lt. Gov. Jacqueline Coleman. Branded collateral included face masks, hand sanitizer and signage, and the signature kynect hot-air balloon appeared at drive-by holiday festivals across the state. Social media connected Kentuckians to the landing page to access all kynect services.

Contact

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