KP Veterans Growth Campaign | Jason Wennet

Kaiser Permanente Military & Veteran brand style guide and marketing campaign

Creative Direction / Art Direction / Copywriting

The brief

Create awareness for a new veteran-centric care specialty for existing Kaiser Permanente veteran members and prospects.

The solution

We grounded the work in authentic service experiences, language, and visuals that resonate with those who’ve served. From copy tone to image choices, everything was designed to be audience-first. This effort resulted in the creation of a military and veteran audience brand style guide addendum.

Performance

Digital disp. CTR: 1.13%
Social media CTR: 1.01%
Purchase consideration increase: 5.6%

See detailed case study

Summary

Kaiser Permanente of the Mid-Atlantic States (KPMAS) created messaging promoting a new veteran-centric specialized care to veteran populations within existing employer groups.

Background

The Mid-Atlantic region has one of the highest veteran concentrations in the country. One of every eight people within the Kaiser Permanente Mid-Atlantic’s (KPMAS) footprint is a veteran. The Federal government is one of the largest employers of veterans. Given the Pentagon’s presence, the region is home to many private companies with large veteran workforces that support military and government programs.

Target Audience

Military veterans within existing Kaiser Permanente employer groups, prospective members, and individuals/families.

Campaign Objective

Create awareness for KP’s new veteran-centric care, willingness to consider KP’s coverage, and ultimately lead to switching to KP.

Strategic Approach

Our strategy was to convince the veterans that KP is the best choice for care because we are veterans too. We understand veterans’ unique care needs due to exposures they may have experienced during active duty, and recognize the special cultural component of the veteran community and their families.

Our care model is similar to the care they, and their families, received during their service. To top it off, KP is demonstrating its commitment veteran care by being one of the first, and the largest, health systems to join the Veterans Administration Interoperability Pledge (VAIP). This pledge helps create the framework to securely connect KP’s integrated electronic health records with the VA.

‍Key Message Themes

KP’s health care understands and respects your service
KP delivers personalized, compassionate care for you and your family
KP provides a familiar model of care
KP believes mental wellness is as essential as physical wellness

Media Channels

‍Programmatic digital display with retargeting based on site visits and high-value actions.
Social media platforms (Facebook, Instagram, Reddit).
Pre-and mid-roll video content.
Prospect email campaigns.
CTV as a retargeted channel.
National microsite.

Performance (2025)

Digital disp. CTR: 1.13%
Social media CTR: 1.01%
Purchase consideration increase: 5.6%

BONUS

The audience-centric work for this program resulted in the creation of a Military and Veteran enterprise brand style guide. This guide serves an addendum to the overarching brand style guide.