Television

Scott Itano on training tips for the Seafair 5K.

I developed the process to engage with our sponsored-content partner, FOX-13. I negotiated the feature of our Seafair sponsorship in this segment. I recruited Dr. Itano to appear in media and trained Dr. Itano for live TV. This clip earned us approximately 1 million views between television, the FOX-13 website, and all social media sources.

Dr. Patricia Egwuatu on the mental health benefits of having a pet.

Dr. Egwuatu is another media spokesperson who I recruited for these live TV segments with FOX-13. I also trained her to appear in live TV. For this particular segment, I went above and beyond what was required, asking the studio if we could bring her dog to the set to enhance the content. The segment producer trusted Dr. Egwuatu and I to bring in a pet, even though it was not necessary for the segment, because we have a strong relationship and are known as a team that delivers for them. The consistently tell us that they wish all their partners were as easy to work with as we are.

An added bonus of the segment is that it build internal morale with Kaiser Permanente employees. People at our own company loved watching and talking about this segment.

The FOX-13 segments build brand awareness in the Seattle area. By using the same two spokespeople on an ongoing basis, we created a trusted image. Research tells us that people make decisions about their healthcare provider in non-rationale ways, especially at that second sale moment, after their employer has narrowed down their choices to a few possible plans. Media like this that creates positive association is crucial for improving our chances in the second-sale market.

Print media

Too tired to finish the day? You’re not alone

This is an article on managing energy levels in the Seattle Times, one in a monthly sponsored-content series I managed.

I developed the relationship with the Seattle Times, selected the topic for the article, selected the spokesperson, trained the spokesperson for media, wrote the talking points for the interview, prepped the spokesperson for the article, and staffed the interview.

High-performing sponsored content for the Seattle Times hit 3-4 times above the goal for total reads. Our content regularly hit 5 times the goal for reads. This story reached 7.4 times our goal for total reads.

Articles in our series had a Meta ads clickthrough rate of 7%. (Any rate over 2% is considered strong.)