Stand-out Creative Steps-up Lead Gen

Industry

Model

Categories: B2B, B2C

Services

Stand Out Creative Steps Up Lead Gen

Renaissance offers Dental, Vision, Life and Disability Insurance nationwide and they recently launched sales offices in three new states. Responsory’s creative theming – a benefits experience that stands out – captures the company’s differentiator of outstanding service for clients of all sizes. This is especially important to employers in their sweet spot with 2-250 employees. After all, research shows that service issues are a top reason for switching ancillary carriers.

A Promise that Gets Noticed

A benefits experience that stands out is a powerful message that resonates with both the broker and employer decision maker segments. We brought it to life with video. Plus, our multichannel strategy included Smart Zones digital display ads, direct mail, email, trade ads, radio, content, PR and lead-gen landing pages. We also launched grassroots outreach efforts to drive awareness through HR organizations in key markets from enewsletter and web advertising to email blasts and events.

Renaissance Videos That Demonstrate The Value of Ancillary Benefits

Value Boosters

A library of relevant content is available to brokers to support their sales efforts. Downloadable, printable and share-able tip sheets, checklists, videos, white papers and infographics help employer decision makers understand how Renaissance can boost the value of their ancillary offerings.

Video Plays It Up

Video in Print delivered the Renaissance sales message to brokers and employer decision makers as part of a dimensional mail campaign. The interactive built-in video display brought the Renaissance brand to life in a unique format.

Messaging that Resonates

Campaign creative is consistent through all program elements, from display ads and landing pages, to radio ads and video, to direct mailers and content. Key messaging underscores benefits and proof points to support the bundling of life and disability products with Renaissance's dental and vision solutions.

The Outstanding Results

Renaissance is enjoying its 7th consecutive year of top line growth and profitability. After helping to achieve triple-digit quote volume (338%) in 2017, Responsory’s marketing work drove a sales performance increase of 182% in 2018.