Blue Cross and Blue Shield of Vermont
Case Study
Services Used
- Print Design
- Packaging Design
- Direct Mail
- Production Services
Results
Attendance to the promoted meetings and mailer response exceeded expectations. Overall feedback from brokers and recipients has been very positive, with a high rate of inquiries and response.Our longtime client, Blue Cross and Blue Shield of Vermont, was faced with a real challenge in early 2007. Increasing overall rates were driving customers away from their core offering — the Group Insured line of business. At the same time, BCBSVT brokers were feeling alienated by what they perceived as inadequate communication.
Our task was to encourage communication and relationships between brokers and BCBSVT, communicate their superior value, maintain their strong brand and increase enrollments for 2008.
By constructing a three phase campaign that used direct mail to reach brokers, plan administrators, and key decision makers in a creative highly targeted way, we were able to drive key communication points in a cost effective and strongly branded fashion. Each mailing used a creative premium to tie together the campaign and mailer, and was designed to build on the previous mailing to progressively increase response.
