Community First Health Plans

The Situation

When esd & associates initially partnered with Community First in 1994, the organization employed a staff of three and serviced no clients. Today, this not-for-profit HMO has more than 100,000 members and over 190 employees.

The Solution

Since Community First’s inception, our team has created a membership communication system that includes membership manuals, service directories, annual reports, general advertisements and a brand image for each of their products.

For several years, we have communicated with members of the Children’s Health Insurance Program (CHIP) and State of Texas (STAR) programs to encourage their renewal of services rendered by Community First.

In 2005, our campaign promoted CHIP and STAR through the “Give them the world, Give them health” advertising campaign. This multi-cultural campaign has:

• Increased enrollment in the CHIP and STAR programs
• Encouraged re-enrollment of current participants
• Increased awareness about the importance of health insurance coverage for their children
• Made Community First the insurer of choice for CHIP and STAR families

The Results

Our team has created a wealth of material for the organization that outlines Community First’s many accomplishments and also articulates their vision for the future. The image has formed the marketing foundation for Community First, one that has generated record satisfaction from its member base and has been anointed with the IABC Bronze Quill and Silver Quill awards.

Our 2006 campaign, which features Hollywood actor Ricardo Chavira, was implemented this past February.

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