Facing the rising cost of healthcare coverage for their more than 15,000 employees and families, Hennepin County developed a new and unique plan to lower premiums, maintain coverage and expand benefits for employees. LFA assisted with a multi-point online and direct mail campaign to educate employees on the mutually beneficial reason to convert. The county considered success a 30% conversion rate in the first year of the plan. When the enrollment window had closed, more than 57% of county employees and early retirees had chosen Advantage for their coverage. The groundwork had been laid for Advantage to save employees, the county and county taxpayers millions of dollars, all while maintaining coverage and expanding benefits for Hennepin County employees and families.