FEDVIP Enrollment Campaign
Federal employees and retired military choose their dental coverage through FEDVIP, with a six-week window each year to switch plans.
For United Concordia, marketing within this system is challenging. Strict government rules limit what can be said, and enrollment happens on a government website where they appear along side larger, better-funded competitors. To make matters tougher, the plans are listed alphabetically—and United Concordia starts with “U.”
The challenge: be memorable enough that people look for you when they get there.
Media Planning
UCD’s FEDVIP campaign needed to drive leads in key regions during a highly competitive one-month enrollment period.
LevLane launched a hyper-targeted digital campaign reaching federal employees and retired military across 36 test markets, directing traffic to UCD’s website for enrollment.
The program tested 20+ creative and media tactics, with daily tracking and ongoing optimization based on performance, market response, and landing page results.
Optimizing FEDVIP Enrollment
The work didn’t end upon launch…in fact, it just started.
- Weekly client reviews focused on conversion performance
- Media partners, creative, and targeting were tested
- Tactics evaluated by conversion rate and cost per conversion
- Optimizations implemented and measured throughout the campaign
TRACKING FEDVIP ENROLLMENT: YEAR-OVER-YEAR GROWTH IN YEARS 1 & 2
In our first year of working on FEDVIP, LevLane increased Enroll Now button clicks 76% over the prior year.
In year 2, we adjusted the media plan based on key learnings in year 1.
- Sustained Enroll Now clicks but with much higher conversion rate.
- +19% in overall Enrollments and +31% Plan Changes, with Plan Drops decreased by 4%.
- +39% in overall Enrollments in key markets that had media campaign support.
- Of the top 14 markets for Enrollment, half were markets that had media campaign support.
OVERALL IMPACT OF CAMPAIGN
