“For Life’s Insurable Moments”

Humana has a very interesting history behind them. They were started by two lawyers, David A. Jones Sr. and Wendell Cherry who founded a nursing home company in 1961. The company known in 1968 as Extendicare Inc. became the largest nursing home company in the US. Shortly afterwards, they sold the chain and began purchasing hospitals. In 1974, the partners changed the name to Humana Inc.

Along the way many milestones occurred, such as in the 1980’s, Humana created its own health insurance plan. They began acquiring more hospitals and smaller competitors of themselves to grow their business. The larger they grew, the more impactful Humana became. In 2005, Fortune Magazine names Humana as one of the “Top 5 Most Admirable Healthcare Companies in the United States”.

Although throughout the recent years, Humana has not been able to connect with the younger audience and is losing out on a large percentage of market share. Although, With Humana focusing heavily on digital media platforms, they will be able to engage with the millennial market, while showing them that insurance is an important thing to have.

With this campaign, we are hoping that we can educate the Millennial market with all insurance purposes.

Introduction

4. Key Problems and Objectives

5. Brand Perception

6-7. Competitive Analysis

8-10. Target Market

11. Creative Brief

12-21 Creative

22-23. Media

24. Evaluation

25. Our Agency

26. Citations

Table of Contents

Key Problems and Objectives

Key ProblemsWhen it comes to insurance, most people are clueless on where to even begin. Most millennials will choose the insurance companies that their parents belong to, and Humana them to see how easy insurance is with them.

Humana is currently the fourth largest health insurance agency in the US, with a 4.46 percent of the total market share. Although when it comes to insurance, Humana is not even in the minds of the consumers. Humana’s recent advertising has been geared toward the older generation, while alienating the younger generation. Our competitors currently are attracting the younger generation, which is a large market that Humana has left untapped.

Humana’s main challenge is going to be positioning themselves into the minds of the consumers, to show that they are there to work with you, not for you. Humana is focused on engaging with the millennial audience to show that they care about them as people, and customers. Even though insurance is not the most enjoyable task, Humana wants you to have an enjoyable experience when seeking out which insurance company to go with.

Objectives To create a campaign that captures the millennial market in engaging and captivating ways, without alienating the current customers of Humana.

Establish Humana as the insurance that is going to work with you, not for you. Humana will engage in a new strategy to attract younger customers that will position them with relevancy in the minds of the consumers, increases positive brand perception, and drives the millennial market to purchase.

Increase the Millennial market insurance purchasing for Humana from 18 percent to 35 percent by the end 2016.

“Can someone please explain health insurance to me?”

In a study conducted by the University of Pennsylvania that involved college-aged, tech-savvy young people ages 19 - 30, 50% of the participants ages couldn’t define “deductible” and 75% of them couldn’t explain “coinsurance.”

Young people don’t really understand health insurance or the health insurance market. They aren’t loyal to any particular brands.

Perception

Humana has the 4th highest share in the health insurance market. UnitedHealth Group is the undisputed leader with over 84 million policy holders. Humana has just under 30 million policyholders.

1. 13.6% - UnitedHealth Group 2. 8.34% - WellPoint, Inc. 3. 7.82% - Kaiser Foundation Group 4. 4.56% - Humana Group 5. 4.13% - Aetna Group 6. 3.15% - HCSC 7. 2.11% - Highmark Group 8. 1.83% - CIGNA Health Group 9. 1.69% - Coventry Corp. Group 10.1.47% - Blue Shield of CA Group

Competitive Analysis

Competitive Analysis | SWOT

General Audience

In 2014, 18.2% of people 26-34 were uninsured.

We are targeting millennials ages 26-31. They are college educated and are at the age where they can’t be under their parent’s health insurance anymore. They have a job, whether it be full-time or part-time, but that job doesn’t offer health insurance benefits. For this reason, they need to find health insurance on their own. These millennials are adventurous, open-minded, and generally aren’t afraid to try new things. They are technologically advanced and they more than likely own a smartphone, laptop, and tablet. We broke these millennials down into three categories that we’ll discuss later.

Target Market

Meet Adam Jones

Adam is a 26 year old male who has always been on his parent’s health insurance. He lives in Longmont, Colorado and works as a freelance graphic designer. He received a degree in graphic design from Colorado State University. Because he owns his own business, he doesn’t have health insurance through employment. He enjoys the weekends most when he gets to spend time with his friends and watch the game. When he is not watching the game, he is always looking for new things to try so he can add some excitement to his life. Adam enjoys traveling and trying new restaurants.

Target Market

THE GO-GETTER

The Go-Getter is eager. They are excited about their independence and they take it upon themselves to research all of the different insurance companies and policies.

THE UNSURE

Insurance is complicated. The unsure person is nervous about this new chapter in their life because they don’t know how insurance works. They are hesitant to shop for

insurance and they seek input from people they trust.

THE UNINTERESTED

The uninterested person doesn’t care. They don’t sense any urgency to get insurance right away because they don’t view it as a priority.

Target Market

Our FocusWith our main focus being on Leading Millennials, our campaign is going to focus on a mix of traditional advertising and non traditional advertising. Television will be focused on heavily for the traditional advertising with slight focus on magazines. Digital media such as social networking sites and display ads will be the non traditional ways, since Millennials always have some sort of technological device in hand.

Creative Brief

Communication ObjectiveWe want to be able to show Millennial’s that Humana is the there for you in the insurable moments in life. No matter what is happening in your life, Humana will be there for you. We want to work with you, not for you. Making the insurance process simply and easy so that you do not have anything to worry about anything.

Why Should Millennials Believe This?Humana understand that Millennials are demanding a shift in the way brands interact and engage with them. Humana is going to be the company that works with you, not for you. Trustworthy: Humana is a company built around trust for its customers. They want to build a relationship with you and get to know you on a more personal level, rather than just a work level.Customer Focused: Humana wants to make you a priority when it comes to insurance. We want you to feel accepted by our company, and not have a care in the world when it comes to insurance.

Client Job Number Project Title Date:

Humana Inc. 007 For Life’s Insurable Moments 12/8/2015

Business ChallengeThe main challenge for Humana, is convincing Millennials that they need insurance. According to research, 34 percent of Millennial’s are still uninsured and have no reason to purchase insurance. Many Millennial’s are less worried about insurance and are focusing their finances elsewhere in life, such as traveling, personal experiences, and material items.

Big Idea

Humana is currently advertising heavily towards older generations focusing on their Medicare Health Plans that they offer. Our campaign is ultimately going to change how Humana advertises overall and who they are targeting. The campaign is going to differentiate itself from the competitors in a way that will engage the Millennial consumer and show them the everyday benefits that come along with insurance plans. Humana needs to start working with leading Millennial’s to show that they are there to work with them, not for them. Humana wants to be as helpful as possible when it comes to new clients in the insurance industry. Creating a personable experience with Millennial’s is a huge task that is going to take time, but with hard work and effort, Humana will be able to position themselves in the mind of Millennial’s as the “people’s insurance”.

For Life’s Insurable Moments

The “For Life’s Insurable Moments” campaign is focused around showing Millennial’s that there are “insurable moments” everyday, even when you are not thinking about it. This campaign was created to show Millennial consumers that insurance should not be a scary thing. In fact, Humana is going to work with you, not for you.

“For Life’s Insurable Moments” is heavily focused on digital media, with some focus on traditional advertising such as television and print. It will also be focusing on how the insurance agents should be interacting with the younger audience since they are new to the insurance industry. As well as Humana agents contacting these individuals they will also be focusing on engaging the Millennial market online. They will be providing important information about the insurance industry, such as reasons to purchase insurance, and why insurance is important to an individual.

So, What Exactly Is The Big Idea?

Television

30

Television

Magazine

Print advertisements are going to display moments in life when you need insurance the most. They are going to focus on the certain insurance that Humana offers to its consumers, such as vision, health, and dental insurances. These advertisements are meant to be informational and let the Millennial market know the types of insurance offered by Humana.

Magazine

Snapchat

Snapchat is huge amongst the Millennial market. It is currently the third most popular social networking app. They are able to show pictures or videos that disappear after a short while.

Humana will run sponsored filters promoting their new campaign “For Life’s Insurable Moments”. Millennial’s will be encouraged to use the filter for reasons that would be beneficial to have insurance for.

“I like sharing weird things I see when I am out, videos of friends being funny, photos with texts that I’ll post as stories when I have news to share, or ugly selfies”

“Snapchat is the ultimate social media tool! You can share their lives to anyone they choose to elicit possible feedback, without the necessity of it being stored.”

Hulu

Our Hulu ads will feature short 15 second segments on real life situations that Millennials find themselves in. This particular ad focuses on the awkward conversations with the dentist while he is working on your teeth. It is a situation most everyone has faced at one time or another.

Billboard

Our billboard ads will show people at times where they need health insurance. This ad shows a woman who is sick and needs health coverage to go see a doctor. Millennials will often put off seeing a doctor when they should because it is expensive and they don’t have health insurance.

Banner Ad

15 Second Radio Spot

WOMAN: Honey can you grab that last box out of the moving truck?

MAN: Yeah, I got it.

WOMAN: Be careful, it’s really heavy.

MAN: GRUNTING. (SFX: BOX DROPPING)

MAN: Oh, my back.

WOMAN: Are you ok?

MAN: I think I need to see a doctor.

WOMAN: Well, good thing we have Humana insurance.

ANNCR: Humana, For Life’s Insurable Moments.

TraditionalTelevisionThe reason on why we chose to advertise on traditional mediums is because they are the largest medium for mass audience per CPM. We will be advertising on CBS, NBC, ABC, FOX, and ESPN since these are the highest rated programs for Millennial’s. Although there are signs that this demographic is moving more towards subscription video services rather than appointment TV viewing, although 55% of Millennial’s still watch original TV series on Traditional TV. Advertisements will be placed in late Early Fringe, Prime Access, and Prime Time when Millennial’s are more prone to watching TV.

PrintMillennials are a digital generation but that does not hinder them from reading. In fact, Millennial’s read more than the Baby Boomer generation. This is why Humana chose to advertise in the top magazines that Millennial’s read. These magazines include Cosmopolitan, ESPN, Maxim, and Rolling Stone. The magazine advertisements will be traditional full page, four color print ads.

DigitalSocial MediaMillennial’s are the digital generation. One study found that people between the ages of 18 and 34 check their smartphones on average 43 times a day. To stay in the minds of the Millennial’s, Humana will be create engaging posts for social media websites such as Twitter, Instagram, Pinterest, and Snapchat.

Display AdsMillennial’s spend an outstanding 18 hours daily on the Internet. Humana will be placing advertisements on the top sites for Millennial’s. These websites will include YouTube, Hulu, Spotify, Pandora, and Buzzfeed. Millennial’s are found to be most active between the hours of 4 and 6pm when 69% of mobile owners are using their device. Humana will engage heavily during these times, and push their digital advertising to the Millennial market.

Media Rationales

Out-of-Home BillboardsWith Millennial’s being the highest population demographic in the US, this means they are everywhere. Humana will be placing billboards in the top five highest populated cities with Millennials in the US. These cities will include San Antonio, TX, San Bernardino, CA, Orlando, FL, Miami, FL, and Detroit Michigan.

EvaluationThe advertising campaign for Humana will be evaluated using a variety of pre-testing and post-testing. Copy testing will be done to see if the advertisements are age and educationally appropriate for the target audience. Commercial testing will also be done to test the effectiveness of the “For Life’s Insurable Moments” campaign. Post-testing will also be done with all digital media that Humana places. These tests will include measures of advertising effectiveness such as, attentiveness, recognition, and awareness of the current campaign.

Recommendations

Evaluation and Recommendations

Update the Digital Media Platforms:

Social media is something that never stays constant with Millennial’s. There is always something better that they find, so that is why we are recommending that Humana stays up to date with current social media platforms. This will help keep the engagement between Humana and millennial’s.

Design An App:

Also with the shift in technology, many millennial’s will be able to be reached via their mobile device. Humana needs to design an app that allows people to keep track of their health. Features that could be included is distance walked, flights of stairs climbed, time spent sitting, and even dietary facts about foods they have consumed. This will keep the target market health conscious if they are able to record and analyze data like this.

After the first year the “For Life’s Insurable Moments” campaign, we have several recommendations to continue its success. Our recommendations will focus on engaging the millennial audience more and building a relationship with them, which are vital components for the “For Life’s Insurable Moments”.

Friendlier Agents:

Not that Humana does not already have this, but we want to focus more on it. Humana Agents should be contacting their clients at least once every couple months just to check in. This will show that Humana is taking the human approach and working with the customers, rather than for the customers.

Our Agency

Ryan Aldridge

Account Executive Creative Specialist

Ryan is a thinker who enjoys books,

beaches, and clever one-liners.

Austin Syrek

Account Executive Media Specialist

Copy Writer

Austin is a rebel, with a high sense of style, and a knack for card

tricks

Evil Pirate Arts takes aim at challenges head on. Just like a real pirate ship, we have rules and codes that we live by.

Our agency focuses heavily on copywriting and creative work. Our agency goes beyond just making a general campaign, we focus on building the brand as a whole and driving up sales with unique approaches to digital media and traditional media.

Our main mission is to be set apart from the competition by building relationships with our clients. With this approach, we are able to give the clients what they really want out of their advertisements.

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Who are the Top 10 Health Insurance Companies by Market Share? (n.d.). Retrieved November 27, 2015.

Gil, L. (2015, March 9). Millennials Still Uninsured. Retrieved December 3, 2015.Millennial's and the Big Shift in TV Habits (2015, June 4). In Media Life. Retrieved December 7, 2015.Hutchinson, A. (n.d.). Millennials Are All on Snapchat and Instagram, Right? Maybe Not. In Social Media Today. Retrieved September 29, 2015. Perez, S. (2014, August 11). Snapchat Is Now The #3 Social App Among Millennials. In Tech Crunch. Retrieved December 7, 2015.Verizon Digital Millennial Study (n.d.). In Verizon Digital Media. Retrieved November 21, 2015. Clasen, A. (n.d.). Why Instagram Is So Important To Millennial's?. Retrieved April 22, 2015.

Seven Years Into the Mobile Revolution (2015, August 26). In Yahoo Developers. Retrieved November 27, 2015.Taylor, K. (2014, October 9). Want To Reach Millennial's. Retrieved December 7, 2015.

Hoffman, M. (2014, August 13). Here Is Everything You Need to Know About the Millennial Consumer. In AdWeek. Retrieved December 5, 2015.

Singh, M. (2015, June 22). Defeat By Deductible: Millennials Aren't Hip To Health Insurance Lingo. Retrieved December 8, 2015

Whitman, E. (2015, August 26). Healthcare 2015: Why Millennials Avoid Seeing Doctors And What This Means For Rising Healthcare Costs. Retrieved December 8, 2015

References