Community Health Plan of Washington Problem: Community Health Plan of Washington (CHP) provides affordable health insurance and needed a way to engrain themselves into multicultural communities, including the API (Asian Pacific Islander) and Hispanic/Latino communities, which represent a large portion of their enrollee base. Solution: T.D. Wang knew that CHP had to meet the communities firsthand. Through handshakes and conversations, we introduced CHP to multicultural community organizations. Taking culture, language, and privacy into consideration, we developed a pilot program for CHP to successfully integrate itself into multicultural communities in the Puget Sound region.
Office of Economic Development Problem: Many of the most diverse communities in Seattle lack access to fresh healthy foods in their local shops. The Seattle Office of Economic Development received a grant to help neighborhood stores replace sodas and snack cakes with fresh milk, fruits and vegetables. Participating stores needed help developing a fresh, new marketing plan to get customers to purchase healthy foods. Solution: T.D. Wang was brought on board as the go-to agency to brand and re-introduce the stores to the neighborhoods. Through several planned events and effective branding, T.D. Wang has helped Seattle area customers crave healthy foods in their neighborhood shops. The Somali, Hispanic/Latino, and Asian communities are just a few of the diverse groups of customers who can now purchase healthy foods at stores like Valley Harvest, SeaTac International Market and Ay! Jalisco.
Puget Sound Energy Problem: To influence energy efficient behavior change and promote action among Puget Sound Energy residential electric customers in purchasing resource-efficient PSE-rebated products, PSE needed to distribute a large quantity of compact fluorescent lighting (CFL) and water-saving showerheads. Solution: T.D. Wang organized a series of events and transcreated the “Re-Energize” brand into six languages. We helped PSE distribute enough energy saving products to save the Puget Sound region more than $1.5 million in energy savings during winter 2011.
Recreational Equipment Incorporated Problem: REI is expanding into new territory, including a store in New York City where residents are more used to climbing stairs than mountains and campfires are more akin to hibachi grills. REI’s growing market demands attention to diversity. Solution: T.D. Wang developed a five-year roadmap for REI’s supplier diversity program and outlined best practices for REI to use to attract a more diverse customer base.
Verizon FiOS Filipino On-Demand Problem: Verizon FiOS wanted more subscribers to their Filipino On-Demand premium channel and needed a way to promote the channel’s free preview during the week of Philippine independence. Solution: T.D. Wang developed a Facebook campaign targeting cities with a high Filipino density. In just over two weeks, the campaign generated more than 24 million impressions and more than 2,100 click conversions, which gave Verizon FiOS the exposure they desired.
