Strategy & Background

HealthCare Access Maryland (HCAM) is a nonprofit organization dedicated to advancing health equity and creating a healthier Maryland. Each year they help about 80,000 individuals connect to care and vital resources. 

HCAM partners with the Maryland Department of Health and the Maryland Health Connection (MHC) to help Marylanders access and enroll in affordable health insurance. In addition to enrollment assistance, HCAM supports individuals and families with renewing their coverage, making changes to their health plans, and navigating the often complex health insurance process. 

Open Enrollment is an annual campaign that takes place from November 1 to January 15. In FY’ 24, HCAM introduced large-scale community events during Open Enrollment season aimed at providing in-person, direct assistance to individuals and families seeking to enroll in or make changes to their health coverage, while also connecting them with local partners and resources.

Maroon PR (MPR) collaborated with HCAM to amplify these community events, aiming to increase attendance and ultimately help as many eligible Marylanders as possible enroll in health coverage during Open Enrollment season. Our approach involved establishing a targeted media and social media campaign to raise awareness of HCAM’s role as a vital resource for Marylanders and highlight their community-based efforts. 

Our media relations work included drafting and distributing media advisories and post-event press releases to promote three key Open Enrollment events hosted by HCAM in Baltimore City, Laurel, and Baltimore County. In addition to these written materials, we pitched and secured in-studio interview segments featuring HCAM leadership, including President and CEO Traci Kodeck and Vice President of Experience Joe Poindexter. These appearances provided an opportunity to introduce HCAM, share their mission, and emphasize the impact of their work on Maryland communities, along with promoting registrations. By elevating HCAM’s visibility, our efforts positioned the organization as a trusted resource for individuals and families who may not have been aware of the services available to them.

To further reinforce HCAM’s presence in the community, we launched a cross-platform social media campaign on Instagram, Facebook, X and LinkedIn. The campaign included in-feed posts, stories, and reminder content sharing essential event information such as date, time, location, and materials to bring. These posts were supplemented by HCAM’s ongoing “Where to Find HCAM in the Community” monthly series, helping ensure consistent visibility and accessibility. Additionally, we amplified earned media coverage by sharing secured interviews and segments across all platforms, extending the reach of our media efforts through HCAM’s digital channels.