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Core Story: Oregon's Health CO-OP
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Nonprofit Health Insurance that Dares to Listen
Oregon's Health CO-OP came to the Dojo Agency seeking a new look and feel to stand out in Portland's crowded health insurance market of a dozen carriers. As a new kind of insurance, the CO-OP needed a fresh brand and marketing approach. The goal and our results would excite and delight individuals and families. Here is our 3-phase method we use to establish a successful Core Story, with Brand Book download and additional samples below.
Phase 1 — Uncover Stories
Our process is to uncover stories that already exist, to hold up the stories to the marketplace and to learn which resonate and work well. With OHC, as a new organization, we looked to the stories and the energy of the members who believed in a concept of community run, nonprofit health insurance.
In addition to brand support, Dojo CEO, Jeffrey Selin, was Member #1 at Oregon's Health CO-OP. Soon the Health Buds were born, a growing community of adorable characters that were ambassadors for the CO-OP and their mission.
Phase 2 — Create Assets
Once we determined the stories that would work for OHC's business strategy, we developed the Health Buds to support all Lines of Business and to test the Health Buds throughout the process. Our invention of a Manifesto and the Health Buds delivered Core Brand Story with the cohesive style and narrative we needed to get noticed and to leverage small marketing dollars compared to the large players. Our work included new logo, colors, fonts, and a full Health Bud storyworld of creative assets. The Health Buds initially had 26 characters, each named for a letter in the alphabet. Overtime the Health Buds community grew to over 50 characters and animals. We used these to create scenarios and templates and to finalize all elements in a new brand book.
Phase 3 — Share Marketing Communications
In short order Dojo Agency had become the Agency of Record for Oregon's Health CO-OP in 2014, which included building the Health Buds for all marketing channels and Lines of Business. We delivered strategies and materials for broadcast, digital, print, collateral and live and events. We design hundreds of deliverables including communications for employers, employees, individuals, providers and brokers.
See below for additional samples of the Health Buds in action.
