VEBA Resource Center Grand Opening Event

Challenge
The nonprofit California Schools Voluntary Employees Benefits Association (VEBA) provides health care benefits for education, municipal and public agency employees. The organization is pioneering a new approach of supporting member wellness with the launch of its VEBA Resource Center (VRC).

Largely unknown beyond its immediate circle of partners, VEBA sought to raise awareness with the launch of the VRC and initiate Assembly Bill 1249 (AB 1249) in the State of California, to remove barriers to keeping health care premiums low.

Solution
MNM worked in conjunction with Responsible Solutions to develop and implement a strategic communications plan to introduce the VRC to legislators, local leaders and the community through a grand opening event. 

Messaging and a modern, comprehensive website were developed. Social media channels were also created and maintained. A save the date and invitation for the event were sent to over three hundred local and state elected officials, labor leaders and community leaders. MNM created marketing collateral, including a brochure, one sheets and posters, some of which continue to be displayed in the VRC lobby, introducing and welcoming people to the center.

The grand opening featured a short program during which the VRC's two co-founders as well as local elected officials spoke. Guests were educated about the center's resources as well as the benefits of AB 1249. Following the program, attendees participated in guided tours of the VRC facility and enjoyed healthy, catered refreshments. 
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Results
A strong digital presence was created for the VRC prior to the grand opening event. A comprehensive website with a fresh, modern look and feel was developed. Social media channels delivered a regular stream of relevant content. The branded hashtag #CenteredAroundYou, used on all social media posts, trended on Twitter, generating nearly 400,000 individual impressions, reaching an audience of nearly 200,000 users. 

Emails leading up to and following the event had an average open rate of 39%, well above the Medical Industry average of 18.4%.

From January to June 2019, there have been 6,786 visits to the VRC.

AB 1249 (Maienschein) passed the California Assembly and Senate Health Committee unanimously on July 10, 2019.