About the Project

The Jewish Council for the Aging (JCA) is a crucial support system for over 146,000 seniors in Montgomery County, MD, promoting independence, dignity, vitality, and self-respect. Recognizing the unique needs of aging-in-place individuals, JCA identified the necessity to assist new Medicare enrollees in navigating the complexities of available Medicare plans and programs. Administered by JCA, the federally funded State Health Insurance Assistance Program (SHIP) addresses the questions and concerns of County residents, families, and caregivers. SHIP provides invaluable resources, including free certified Medicare counselors, informative sessions, a dedicated website, and a call center. Since 2018, ECG has been the dedicated marketing team for JCA/SHIP, executing over 32 marketing and branding tasks on time and within budget. ECG’s current task is to develop a comprehensive paid and organic social media campaign aimed at potential Medicare enrollees and their caregivers, enhancing their understanding of Medicare plans and programs. Visit their website.

Services Provided

• Pubic Outreach and Awareness Campaign
• Marketing and Communications Strategy
• Marketing Collateral
• PowerPoint
• Digital Media Marketing
• Social Media Advertising

Inclusivity

In an effort to ensure inclusivity and reach diverse communities, all materials are created in English, Mandarin, Spanish, and Korean to resonate with a broader demographic and establish meaningful connections with individuals who prefer to engage in their native languages. ECG strategically employed a warm and inviting color palette for JCA/SHIP’s collateral materials, specifically tailored to engage Montgomery County’s 64–65-year-old residents. The use of calming blues and greens conveyed a sense of trust and reliability and resonated with the target demographic’s desire for a secure and supportive resource. Additionally, ECG incorporated legible fonts and a high-contrast color scheme to ensure easy readability, catering to the visual preferences of the 64-65 age group and fostering a sense of clarity and approachability in the materials. The consistent imagery across materials, regardless of language, helped build awareness of the JCA/SHIP program and brand. In contrast, the language-specific print materials and advertising helped to engage seniors at risk for Medicare fraud.

Results

ECG’s digital ad campaign successfully reached 64-65 year olds in Montgomery County. Specifically, the ad was placed 138, 864 times and received 1,202 clicks, with a .90% average clik-through-rate.

Rafael Espinoza

Director / State Health Insurance Assistance Program (SHIP)

Epstein Creative Group's dedication to understanding the unique needs of our community is evident in their meticulous approach to multicultural marketing. The addition of a targeted digital campaign on social media not only maximized our ROI but also increased our program's visibility and success.

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