ProjectPennie Assister Project

Pennie is Pennsylvania’s official health insurance marketplace, helping individuals and families compare health plans, understand coverage options, and connect with local enrollment support. For its 2026–2027 External Affairs Strategy, Pennie identified a primary focus on reaching Pennsylvanians under 40 with household incomes under 400% of the Federal Poverty Level, while continuing to support broader uninsured populations and qualifying life event audiences.

problem

HMC and the Regional Organizations needed marketing support that could help bring more structure and consistency to this work while still allowing room for regional differences. The need went beyond traditional marketing materials. It required digital campaign support, clearer workflows, stronger request processes, audience-aware messaging, and creative materials that could help Pennie’s statewide goals translate into local outreach and enrollment efforts.

APPROACH:

Na’Toria supported the work through a combination of marketing strategy, digital campaign planning, creative development, and operational support. This included building marketing strategy materials, organizing social media and paid digital campaigns, creating graphic design assets for outreach and enrollment efforts. Na’Toria also helped develop guidance around how outreach events, promotional materials, and digital campaigns could better connect people to coverage information and enrollment support.

1.

Pennie’s Regional Organizations serve communities across Pennsylvania, including urban, rural, and suburban markets. Each region had different audiences, outreach needs, communication styles, and levels of readiness, which made it difficult to use one standard approach for every request.
2.

Several Regional Organizations were interested in moving beyond traditional print materials into paid social media campaigns, digital targeting, and platform-based outreach. This required additional coordination around campaign goals, budgets, platform access, audience targeting, and brand alignment.
3.

Creative materials needed to stay aligned with Pennie’s brand while serving local needs. Some materials needed to follow Pennie’s brand style closely, while others required co-branded or region-specific execution. This created a need for clearer guidance around when materials should be Pennie-branded, co-branded, or customized for a Regional Organization.
4.

Pennie works with multiple Regional Organizations across Pennsylvania. While each Regional Organization needed marketing support that made sense for its local market, the work still needed to stay connected to Pennie’s broader outreach, education, and enrollment goals.

1.

Na’Toria developed the HMC/Pennie Assister Marketing Strategy, including recommending updates to support outreach planning, promotional product recommendations, and future implementation with Regional Organizations.
2.

Na’Toria led the development of paid social media strategies for Regional Organizations, helping move their outreach beyond one-off posts and traditional materials. This included identifying campaign goals, clarifying target audiences, shaping messaging, guiding platform needs, and developing campaign recommendations that aligned with Pennie’s broader outreach and enrollment priorities.
3.

Na’Toria created and revised a range of materials, including rack cards, Path to Pennie flyers, co-branded PowerPoint slides, business cards, print ads, social media graphics, sandwich board inserts, coloring book and promotional outreach collateral.
4.

Na’Toria’s support helped HMC and the Regional Organizations better connect Pennie’s larger outreach goals to the practical marketing materials, digital campaigns, and processes needed to support communities across Pennsylvania.