Virginia's Insurance Marketplace

In 2022 Virginia set out to launch its own health insurance exchange platform. This required expansive education and marketing to make sure Virginians knew how to keep their marketplace coverage and where to shop for plans.

The Virginia State Corporation Commission selected Reingold to lead its marketing for the platform. This began with the creation of a brand name and identity: Virginia’s Insurance Marketplace. But that was only the first step. In just eight months, the Marketplace needed to be fully operational for Open Enrollment. That meant crafting a comprehensive awareness campaign, with a dynamic brand launch, a user-friendly website, and statewide outreach to educate residents about their new health insurance hub.

Right away, we needed to reach Virginians who were currently enrolled in or planning to enroll in health plans at HealthCare.gov. At the same time, we needed to provide messaging about how easy the change from federal to state enrollment would be, all while emphasizing the Marketplace’s local, Virginia-specific approach to providing coverage. Key efforts included:

• Website development: Reingold wrote all the consumer-facing content on the site, including enrollment guidance, FAQs, downloadable materials, and video scripts — ensuring clear, accessible, and culturally relevant messaging in both English and Spanish.
• Creative development: Our team developed a full suite of branded content and visuals — from the Marketplace’s name and identity to compelling ads, consumer education materials, videos, and partner toolkits. All creative was tested and tailored to reach diverse audiences statewide.
• Multichannel paid media strategy and buying: Our media team led a robust, statewide paid media campaign that included digital, social, TV, radio, and print placements. We targeted key demographics with precision, optimized spending throughout the campaign, and drove strong results across open enrollment periods.
• Social media activation and management: Reingold launched and managed new social media channels to establish the Marketplace’s voice, share timely updates, and engage directly with Virginians. We developed strategic content calendars, community management protocols, and a steady drumbeat of platform-specific content in English and Spanish.
• Public relations and earned media: Reingold built awareness and credibility for the Marketplace through coordinated outreach to state and local media outlets, developing press materials, pitching news stories, and managing media inquiries to ensure consistent coverage of key milestones and deadlines.
• Multilingual support and inclusivity: We created parallel campaigns in Spanish, ensuring that all branding, web content, advertising, videos, and printed materials were culturally adapted — not just translated — to connect authentically with Virginia’s Hispanic and Latino communities.
• Partner toolkits and outreach materials: We equipped community organizations and enrollment partners with ready-to-use toolkits, flyers, social graphics, and videos — empowering trusted messengers to help amplify the campaign’s reach.

To deepen engagement, Reingold produced a series of testimonial videos featuring real Virginians who had successfully enrolled through the Marketplace. These personal stories illustrated the tangible benefits of having health insurance coverage and helped build trust and credibility for the program.

As the Marketplace grew, Reingold continued to lead the marketing strategy, preparing for the plan year 2025 Open Enrollment campaign. We developed award-winning commercials focusing on real-life scenarios — injuries, illnesses, and household emergencies — to highlight the necessity of health insurance coverage. A two-day video shoot captured diverse locations and communities across Virginia, ensuring that the messaging resonated with audiences statewide.

Since the Marketplace launch in 2023, Reingold’s partnership and strategic marketing supported Virginia’s powerful results:

Through strategic branding, targeted outreach, and compelling storytelling, Reingold played a crucial role in ensuring that Virginia’s Insurance Marketplace reached and enrolled thousands of residents. By continually refining our approach and expanding our reach, we are helping Virginians secure the health coverage they need for a healthier, more secure future.