Establishing a Digital Presence and Brand Identity for NCHIP
Brand Identity + Brand Messaging | Web Design + Development | Copywriting | Content Strategy
THE CLIENT
The North Carolina Health Insurance Pool (NCHIP) is a state-wide program designed to provide affordable and comprehensive health insurance solutions for North Carolina employers and their employees. As a self-funded alternative to traditional group health insurance, NCHIP offers businesses a way to control costs while providing high-quality healthcare coverage. Prior to engaging our agency, NCHIP struggled with brand recognition, lacked a dedicated online presence, and had no central hub for members to access critical resources.
THE CHALLENGE
Before partnering with us, NCHIP faced several obstacles that hindered its ability to attract and retain clients:
No Web Presence – NCHIP had no website, making it difficult to establish legitimacy or provide information to prospective members.
Lack of Independent Branding – Their branding was tied entirely to Gallagher, making NCHIP feel like an afterthought rather than a stand-alone solution.
No Centralized Information Hub – Without a digital platform, there was no way for members to access resources, communicate with administrators, or learn more about the benefits of the program.
Legitimization of the Solution – Without a digital footprint or distinct identity, NCHIP struggled to present itself as a viable and competitive option in the health insurance space.
THE SOLUTION
We worked closely with NCHIP to create a strategic, visually compelling, and user-friendly online experience that established their credibility and improved accessibility for members.
Brand Development – We crafted a distinct and cohesive brand identity separate from Gallagher, ensuring NCHIP had a unique and authoritative presence in the market. The branding decisions emphasized professionalism, trustworthiness, and approachability, using a clean and modern visual identity that resonated with employers seeking clarity in health coverage options.
Messaging & Positioning – NCHIP’s messaging was developed to clearly communicate its value proposition as a smart, cost-effective alternative to traditional insurance. We crafted a tone that is authoritative yet approachable, ensuring employers feel both informed and supported when engaging with the brand. The messaging also highlights transparency in healthcare costs—one of the key differentiators of the program.
Website Design & Development – We designed and built a custom website (mynchip.org) that clearly communicates NCHIP’s value proposition, showcases its benefits, and serves as an informative resource for prospective members.
Copywriting Strategy – The website content was meticulously crafted to balance educational depth with simplicity, ensuring key benefits were easily digestible while reinforcing NCHIP’s expertise and credibility. Strategic call-to-actions were placed throughout the site to encourage engagement and inquiries.
Member Hub & Portal – We created a secure, user-friendly member portal, giving existing members easy access to plan information, resources, and support.
Video Storytelling & Testimonials – To further build trust and credibility, we engaged a trusted partner to capture testimonial videos at NCHIP’s annual in-person event. We managed the entire project, from strategy to execution, ensuring the videos effectively showcased real success stories from members and stakeholders. These testimonials now serve as powerful proof points that reinforce NCHIP’s impact and value.
THE IMPACT
Since launching the new brand and website, NCHIP has experienced significant improvements in credibility, engagement, and usability:
Established Online Presence – Prospective members and partners now have a central location to learn about NCHIP and its offerings.
Improved Member Experience – The new portal provides streamlined access to essential resources, enhancing member satisfaction.
Strengthened Brand Identity – NCHIP now stands out as a strong, independent health insurance solution in North Carolina, no longer overshadowed by Gallagher branding.
Increased Inquiries & Engagement – With a professional digital presence, NCHIP has seen an uptick in interest from employers seeking better healthcare options.
Compelling Video Testimonials – The testimonial videos have become a key asset in NCHIP’s marketing strategy, providing authentic, relatable insights that help convert prospective members.
Our collaboration with NCHIP transformed their brand from a vague concept into a powerful, recognizable, and accessible health insurance solution. By developing a digital presence, distinct branding, a user-centric member portal, and compelling video testimonials, we helped NCHIP legitimize their solution and provide long-term value to their members.
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At Carter House Copy, we specialize in marketing to brokers, employers, and benefits decision-makers. We know how to create messaging that sells and build go-to-market strategies that drive adoption.
If your website isn’t pulling its weight, we can help you identify the gaps, develop a roadmap, and position your brand for scalable growth.
