Case Study: California Low Cost Auto (CLCA) Program

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Client: California Department of Insurance
Prime Contractor: Richard Heath & Associates, Inc. (RHA)
Subcontractors: Hyphen (formerly JP Marketing), Flagship Marketing
Engagement Period: 2014 – 2020

The California Low Cost Auto (CLCA) Program, administered by the California Department of Insurance (CDI), was established to provide affordable, state-sponsored auto insurance to income-eligible drivers. The program’s mission was to reduce the number of uninsured motorists, enhance public safety, and increase awareness of financial responsibility among California drivers.

As the subcontracted marketing lead, Flagship Marketing was responsible for managing account leadership, creative development, and media strategy and placement for the CLCA statewide public awareness campaign. Working in collaboration with RHA, Flagship directed all aspects of strategic communications, creative production, and cross-channel media execution to ensure the program’s goals were achieved efficiently and effectively.

• Account Management: Worked with RHA, the California Department of Insurance, and production partners. Led campaign planning, brand alignment, and message consistency across multicultural and multilingual audiences.
   
• Creative Direction: Oversaw concept development and creative execution for broadcast, digital, print, and out-of-home assets. Ensured culturally competent and demographically relevant messaging that resonated with underserved communities statewide.
   
• Media Strategy & Placement: Managed statewide media planning and buying, optimizing reach and engagement through geo-targeted strategies across digital, radio, television, and community-based media.
   
• Integrated Outreach Alignment: Coordinated media efforts with grassroots outreach teams and community-based organizations to strengthen message penetration and conversion outcomes.
   
• Performance & Reporting: Tracked campaign analytics, lead generation, and conversion metrics, providing actionable insights for ongoing optimization and legislative reporting.

Flagship Marketing’s leadership in creative and media execution helped drive significant program visibility and engagement among California’s uninsured and low-income drivers. The campaign achieved measurable increases in awareness, website traffic, and qualified leads, contributing directly to the state’s goal of reducing uninsured motorists and promoting responsible vehicle ownership.