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Virginia's Insurance Marketplace
Project type
Awareness Campaign
Agency
Reingold, Inc.
Role
Art Director
Problem
Virginia set out to launch its own state health insurance exchange in 2022, needing to fully transition residents from federal HealthCare.gov enrollment to a new state platform — Virginians needed to know how to keep coverage and where to shop for plans, all within a compressed eight-month timeline before Open Enrollment.
Approach
Reingold built Virginia's Insurance Marketplace from the ground up — creating the brand name and identity, developing a full content ecosystem (website copy, enrollment guidance, FAQs, video scripts) in both English and Spanish, and running a statewide multichannel paid media campaign across digital, social, TV, radio, and print. Reingold launched and managed the Marketplace's social media presence, secured earned media coverage through targeted press outreach, and produced culturally adapted (not just translated) Spanish-language campaigns to authentically reach Virginia's Hispanic and Latino communities. Testimonial videos featuring real enrolled Virginians added trust and credibility, and partner toolkits equipped community organizations to extend the campaign's reach. For the 2025 Open Enrollment cycle, Reingold produced award-winning commercials built around real-life scenarios — injuries, illness, household emergencies — filmed across diverse Virginia communities over a two-day shoot.
Result
Since the Marketplace's 2023 launch, Reingold's strategic marketing has driven 788,000+ health plan selections across the 2024 and 2025 enrollment periods, generated 300+ million impressions through digital and traditional media, and drove over 2 million clicks to enrollment resources — positioning Virginia's Insurance Marketplace as a trusted, homegrown alternative to the federal exchange, with continued growth each enrollment cycle.
