Every year since 2008, HCB has traveled across Virginia shooting photos of small businesses that are members of Optima Health Plan for the Count on Optima Health small business campaign. The campaign consists of billboards, print, TV and digital media. The 2012 Optima Health photoshoot road trip lasted over two weeks and covered over 750 miles. Visit the Optima blog to learn more about our 2012 road trip team.
We photographed 31 small businesses across the state of Virginia. From car dealerships to restaurants to fruit orchards and even a recycling company. This testimonial-style campaign fosters a lot of support for this regional health plan by featuring local businesses that have Optima Small Group coverage for their employees.
All of the employees featured in the ads are actual members of the plan and real employees at the businesses. The campaign has worked well over the years because people see the ads and recognize local businesses, friends and family from all over their community. Small businesses also love the campaign because they get their name out in the community. It’s win-win for everyone involved.
This year we also filmed footage for a TV commercial in addition to new photography for the print and outdoor campaign. With a maximum of 1.5 hours at each business, we had to get creative with how to make the shoot a success. We shot many of the businesses during normal working hours and had to work around customers shopping, people working, etc. For example, at Taste Unlimited, a gourmet food store that we shot, we had to work around the hustle and bustle of the late lunch crowd. To avoid the crowds at the deli counter and food displays, we recreated a food display in an area with less traffic. We still wanted to capture the essence and magnitude of the offerings at Taste Unlimited in our shot without distracting the business flow.
As we approach 2014 and the healthcare exchanges, it is more important than ever for health plans to establish their brand difference before 2014. Learn more about how healthcare reform will affect small business health coverage.
If you’re interested in launching your own campaign, contact us. We’ll be happy to help put your health plan in the spotlight.
If you live in the Virginia area, look for our refreshed Count On Optima Health campaign to launch mid-June!