BACKGROUND
Ten years after the initial launch of the Uniformed Services Family Health Plan (USFHP), the seven different provider organizations requested a thorough marketing assessment and recommendations for strengthening the brand against stiffening competition.
PROCESS
Conducted personal interviews with representatives from each organization to gauge the current situation, perception, competitive strengths and weaknesses of the Plan in all seven markets. Reported findings at a national meeting and recommended creation of a single brand that would be recognizable across the country.
EXECUTION
Although the official name could not be changed, we created a shorter, friendlier version for use in marketing communications – US Family Health Plan – and added a positioning line that reflects the Plan’s unique history of caring for military families. Advertising, direct mail and supporting materials feature personal anecdotes and testimonials from members, with original illustrations (created prior to 9/11/2001) depicting local scenes of everyday life. While it’s not the first thing you notice, an American flag is part of every picture – a nod to a shared heritage of service.