success stories
Virginia Department Of Medical Assistance Services
Introducing A New Service In A Statewide Campaign
View Collateral
The Virginia Department of Medical Assistance Services (DMAS) asked Cahoon & Cross to create and implement an introduction plan for Virginia’s state supported children’s health insurance plan, FAMIS (Family Access to Medical Insurance Security). The promotion program needed to urge parents without health insurance coverage for their children to call a toll-free telephone number and determine if they qualified.
Attention Parents
Cahoon & Cross recommended a state-wide multi-media branding campaign based on social marketing techniques. The campaign included radio, television, print, outdoor, transit, posters and brochures, as well as media partnerships, promotions and public relations activities, a minority
marketing component, and social marketing research. View Collateral
A Successful Investment In Children’s Health
As a result of these efforts, over 21,000 calls were received by the call center in the first six weeks of the campaign, and there were over 6,000 hits to the Website. Over 9,000 applications were requested, and, after the first three months, 7,500 new children were enrolled in FAMIS.
In addition, Cahoon & Cross more than doubled the state’s investment.