GO-TOGIRL

For the rollout of the Affordable Health Act, Pappas MacDonnell turned to me to support their nationally-acclaimed go-to-market strategy for the Connecticut Health Exchange. I first worked with the agency and Deloitte (the application developer) to evaluate and finetune the online application experience, ensuring it remained simple and smooth from start-to-finish while fulfilling the strategic goals of the marketing strategy and complex federal requirements. Next, I provided site architecture, user experience design and strategic support for the second generation of the responsive educational website component of the campaign. The site has attracted 630,000 visitors and boosts an average engagement time of nearly three minutes. At the end of the first enrollment period, the state had enrolled 208,000+ people — more than double its goal. In fact, the launch was so successful that a case study featuring Pappas MacDonnell's integrated marketing strategy and execution will be taught as part of the cirriculum at Harvard Business School and Harvard School of Public Health. As Forbes put it, "Connecticut isn't just ahead of every other state; it's in its own league entirely." While my role in the overall project was small in comparison to the impressive body of work done by the agency, I am proud of my contributions to the success of this historic project.

with Pappas MacDonnell