Delta Dental of Rhode Island

Copywriting & Ghostwriting
Written By Jaclyn Pelopida

Delta Dental of Rhode Island

Led the end-to-end marketing strategy for a national consumer newsletter at Delta Dental, building a scalable communication channel from the ground up that reached hundreds of thousands of members, clients, and industry professionals. Led the communication and ad strategy for local partnerships.

National Newsletter strategy, communications & partnerships

Visit Delta Dental of Rhode Island's Website
Visit Delta Dental of Rhode Island's Website
 

The Challenge

  • Launching a new communication channel at national scale

  • Engaging multiple audiences: members, clients, brokers, and dentists

  • Navigating compliance and regulatory requirements

  • Aligning content with broader business and brand goals

  • Establishing trust and consistency over time

 

The Strategy

Developed a multi-audience communication framework focused on education, trust-building, and scalability:

  • Audience segmentation: Tailored messaging for consumers, clients, brokers, and dental professionals

  • Quarterly cadence: Built consistency to strengthen engagement and retention

  • Content strategy: Balanced oral health education with brand storytelling and industry updates

  • Cross-functional alignment: Partnered with internal teams to ensure accuracy, compliance, and relevance

 

Execution

  • Launched and managed “Filling You In,” a quarterly consumer newsletter reaching:

    • 850,000+ members

    • 140,000+ clients and brokers nationwide

  • Developed strategy and content for “Details,” a dentist-focused newsletter reaching 154,000+ dental professionals

    • Conducted internal interviews with professional relations teams

    • Announced new providers, leadership updates, and industry news

    • Produced content aligned with strict industry and compliance standards

  • Created advertising strategy and copy for Delta Dental’s partnership with Trinity Rep

    • Developed themed ad messaging tied to seasonal theater productions

    • Published in Trinity Rep’s seasonal magazine to support brand visibility and community engagement

 

Key Results & Impact

  • Built a communication channel reaching 1M+ total stakeholders nationwide

  • Established two scalable newsletter platforms (consumer + dentist audiences)

  • Strengthened engagement through consistent, value-driven communication

  • Expanded brand visibility through strategic community partnerships

  • Positioned Delta Dental as a trusted authority in oral health and preventative care

  • Deepened relationships with members, clients, brokers, and providers

  • Transformed newsletters into a strategic growth and engagement tool

  • Created a repeatable framework for national-scale communications and content strategy

Jaclyn Pelopida
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