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TSA Innovation Task Force: Marketing plan and branding

Opportunity

The Transportation Security Administration’s (TSA) Innovation Task Force (ITF) collaborates with airlines, airports, and equipment manufacturers to discover and deploy the very best security technology. To improve concept submission rates, ITF needed to overhaul its branding and marketing to reach, inspire, and engage target vendors.

Solution

We led the development and execution of ITF’s marketing plan, including a brand audit, brand identity, brand guidelines, template kits, videos, and content calendars. We also launched a new landing page, increased ITF’s digital subscription list by over 48%, hosted TSA’s first-ever Facebook Live event; and interfaced with more than 500,000 potential new partners.

Impact

ITF transformed from an office with a few marketing components to an organization known for its strong, integrated marketing and unique brand.

This resulted in a record-setting number of new concept submissions in one year (2018) and the activation of ITF’s new brand identity at more than five international conferences to further engage with target audiences.

Defense Health Agency: Social marketing campaign

Opportunity

The Military Health System Communications Division had to communicate historic changes to TRICARE, the armed services health care program, for 9.4 million beneficiaries. The changes required service members, military retirees, and families to take important steps to maintain their coverage.

Solution

We created “Take Command,” a social marketing campaign that compelled beneficiaries to act. Our unique approach involved integrating key objectives into 900 worldwide products in digital, customer service, and print environments. We also redesigned the TRICARE website, simplifying content to make complex health care benefits easier to grasp. The website received industry recognition as the plain language standard of excellence for all federal agencies, and the “Take Command” campaign won five awards for excellence in marketing communications.

Impact

During TRICARE’s first annual open season, more than 7.2 million people enrolled in a health plan and 1 million signed up for a dental and vision plan. Traffic to the redesigned TRICARE website increased 19% in 12 months, with 63.9 million pageviews and 10.8 million users. The website received industry recognition as the plain language standard of excellence for all federal agencies, and the “Take Command” campaign won five awards for excellence in marketing communications.

CDC’s Division of Global Migration and Quarantine (DGMQ): Paid media geo-fenced ads

Opportunity

On March 11, 2020, with more than 118,000 cases in 114 countries and 4,291 deaths, the World Health Organization declared the coronavirus disease 2019 (COVID-19) a global pandemic. The COVID-19 response was the largest response to any disease outbreak in CDC history. And as the pandemic unfolded, CDC needed to test new ways to communicate COVID-19 guidance especially when travel recommendations changed and international travelers returned to the United States. To recapture the attention of the public, CDC worked with Deloitte to investigate innovative ways to deliver COVID-19 guidance to travelers.

Solution

To help CDC reach international travelers about COVID-19 within five days of arriving in the United States, we delivered timely public health messaging. Custom content and creative products were developed and disseminated through a paid media solution that leveraged social media and programmatic messaging. Messages were tailored to the specific audiences that typically travel through US ports of entry. In total, international travelers received public health messaging, which directed them to CDC’s international travel webpage.

Impact

In six months, CDC reached 10,724,457 unique travelers, generated 31,629,295 impressions, and delivered an average CTR of .29%. This effort therefore was a significant step forward in accelerating CDC’s public health communication mission. Specifically, to deliver information proactively and quickly to specific audiences at the right time and place, and in the right cultural context. CDC is leveraging private industry technology to build brand awareness and credibility with international travelers. So, with COVID-19 likely here to stay, this project enables CDC to refine, elevate, and collaborate with other agencies to communicate about future public health threats to mitigate disease transmission among travelers. In 2023, our work was recognized by Hermes Creative with a Gold Award in Digital Advertising.

FEMA’s National Flood Insurance Program (NFIP): Multi-channel marketing strategy

Opportunity

FEMA’s National Flood Insurance Program (NFIP) found selling flood insurance to be a difficult task. Most policyholders are homeowners required by mortgage lenders to have a policy, but most homeowners without this requirement do not voluntarily buy flood insurance.

Solution

We provided a myriad of communications support services for NFIP and used our HealthPrism™ data platform to gain a comprehensive strategic view of the residential consumer market. The results informed channel selection, tactics, and overarching strategy, enabling FEMA to maximize the impact of its limited marketing dollars.

Impact

Our support allowed FEMA to execute marketing in areas with the most potential impact—to the right people, with the right message, at the right time. To date, we have leveraged UX/UI research and agent interviews to create personas and segment markets for flood insurance buyers. We have developed more than 60 new print and digital publications and marketing resources for the NFIP, helped plan and execute 10+ in-person and virtual events, and added approximately 30,000 new CRM contacts in Salesforce. The Deloitte-led Disaster Response Team has responded to 70 flood events since 2021, developed and sent 75+ communications to more than 18,000 stakeholders, as well as created 50+ media monitoring reports following disasters.

Georgia Access: Data-driven communications strategy

Opportunity

Georgia has one of the highest rates of uninsured in the country. Many of the State’s 1M+ uninsured may qualify for affordable health insurance and care through private, State or Federal programs but, due to a possible lack of awareness or misconceptions of affordability, are not enrolled.

Solution

To drive awareness of and enrollment in affordable health insurance during Open Enrollment 2023, Deloitte developed a data-driven strategy to reach and understand Georgia’s diverse audience of uninsured residents. We conducted stakeholder interviews, quantitative data analysis, and third-party demographic research to inform the campaign’s brand identity, creative messaging, and channel strategy. We strategically planned the 2.5 month campaign to target audience segments across digital and traditional channels, driving them to learn more on GeorgiaAccess.gov. Throughout the campaign, we continued to measure campaign performance against established KPIs and made optimizations to increase the number of Georgians reached, users driven to GeorgiaAccess.gov, and connections made with healthcare enrollment partners.

Impact

The omnichannel campaign (television, radio, print, social) drove website and mobile traffic, resulted in 236M digital impressions representing 252 cities across the state with the largest demographic falling between the 35-44 and 45-54 age groups. During Open Enrollment 2023, Georgia saw 879K plan selections (a 25% increase in enrollment compared to OE22, which was double the national average year over year increase of 12.5%).