CMS | Open Enrollment

The U.S. Department of Health and Human Services’ Centers for Medicare and Medicaid Services offer health coverage to 100 million people nationwide.
Integrated Campaign



CMS Open Enrollment


  • Had to compel low-income, Spanish-speaking Hispanic seniors and their caregivers to make informed decisions on Medicare health and prescription drug coverage during Open Enrollment. 


  • Needed nationwide reach, with a geo-targeted focus on Brownsville, Chicago, Dallas, Houston, Los Angeles, Miami, New York, Phoenix and San Francisco.  


  • Transcreated general market campaign for U.S. Hispanic relevance.
  • Introduced print and radio media in ten markets, overlaid with a national digital campaign featuring display banner ads and SEM.
  • Produced digitally customizable materials for local implementation by regional Medicare offices across the country.
  • Assigned 85% of media buy to print and radio.
  • Placed 60 taped radio spots in markets.
  • Leveraged search products with ad words to intercept “hand raisers” seeking Open Enrollment-related content.  


  • Drove 168,958 individuals to the website between digital and paid search. 
  • Exceeded digital campaign benchmarks with over 48,000,000 impressions, a .035% CTR and $1.33 CPC. 
  • Created over 10 million impressions via Spanish radio spots in Brownsville, Chicago, Dallas, Houston, Los Angeles, Miami, New York, Phoenix, San Antonio and San Francisco.
  • Leveraged top Spanish radio stations in highly dense Hispanic markets.
  • Delivered over 17 million impressions via Spanish print insertions in publications.