In the spring of 2021, the Connecticut Office of the State Comptroller launched a multi-media marketing and communications campaign to support employees during Open Enrollment.
A new website was built to centralize all existing benefits information into one location. It was given the name "Care Compass."
The Care Compass logo and branding extends to all aspects of benefits communication and marketing including a new facebook page to reach employees outside of traditional work hours.
An email campaign helped inform employees of key health and wellness features available to them as well as decision guides and timely reminders during the Open Enrollment period.
Traditional print materials were mailed to every employee to alert them of Open Enrollment and offer key information to compliment the digital features.
A postcard sent in April alerted employees that Open Enrollment was coming, laid out some high-level changes and encouraged interaction with the new website.
A bifold mailer was sent early during Open Enrollment with more details on new benefits and directing members to a specific Open Enrollment page on the new site.
Virtual events were held to give employees direct access to experts that could answer questions. The sessions were then posted for on-demand viewing.
The inclusion of a new dental plan option required additional communications including display and video advertising.
This 30-second video ran as a YouTube ad and as organic social media content.
Google display ads encouraging members to visit the Dental page of the new website.
The campaign proved successful as the more than 250,000 state employees, retirees and their families covered by the state health plan gained unprecedented access to their benefits and important information to guide their decision-making process. The campaign established best practices within the Comptroller's Office that will now expand the multi-level communications and marketing plan during Open Enrollment into a year-long effort.
The goal is to help employees utilize their benefits in a way that keeps them healthy and productive while also reducing long-term costs to the state and its taxpayers.
