Industry
Insurance
Model
Services
CHALLENGE
Cross-Channel Strategies & Focused Messaging Fuel Success
Amid pandemic-related uncertainties and a competitive job market, Renaissance Benefits’ adoption of a nimble, omnichannel strategy with focused messaging led to significant engagement and lead increases, positioning them for solid group sales outcomes.
Going into our sixth year of work with Renaissance Benefits, there was continued uncertainty around U.S. business practices due to the pandemic. While some organizations were going back to the office, many were evolving to a hybrid approach, making it more challenging to reach benefits brokers, buyer decision-makers and purchasing influencers.
At the same time, as companies were bouncing back, advertising inventory was in demand and rates were going up. Plus, employers were paying more attention to group benefits like dental, vision, life and disability insurance because they help to attract workers. To succeed, Renaissance needed a nimble approach with thoughtful targeting and creative to capitalize on increased interest in employee benefits in the hot job market.
SOLUTION
Comprehensive Planning Helps Campaign Take Off
Proactive planning, research and analysis of our existing campaigns for this rapidly growing ancillary insurance provider helped us design a flexible, cost-effective omnichannel strategy. Campaign and audience-specific landing pages were the centerpiece of our campaign.
The tactical mix included print and digital trade media and business advertising, digital display advertising, email marketing, segmented landing pages, content, social media advertising, video, public relations and grassroots outreach with select local Society for Human Resources Management (SHRM) chapters, including in-person events. Ongoing testing, measuring and adjusting each tactic helped to optimize results.
Mighty Mix + Ongoing Optimization
NATIONAL TRADE MEDIA
With a heavy focus on reaching brokers, we carefully vetted and added new outlets and lead generation initiatives to boost awareness. Digital initiatives included eblasts, enewsletter ads and social media ads. We also included high-visibility cover print placements.
Digital Business Advertising
Through ongoing relationships, we were able to negotiate special pricing and packages to deliver more value. New media outlets enabled added reach, and expanded use of native digital content helped educate more employer decision makers.
Email Marketing
To remain top of mind with brokers, we created a series of emails in the spring and fall to underscore key messages, encourage meetings and offer timely enticing content.
Relevant Content
We continually added fresh content offers, relevant to each audience, including a Broker Toolkit and an Employer’s Guide to Attracting and Retaining Employees.
Digital Display Ads
A cookie-less, AI-powered platform helped us target brokers and employer decision makers in select geographies with digital display ads. Fresh creative rotated in regularly enabling us to test different messaging and avoid creative fatigue.
LinkedIn Advertising
By promoting content that informed recipients about the value of benefits in attracting talent in a hot job market, we generated strong engagement among our employer and HR decision maker audiences.
HR Outreach
We continued partnerships with select Society for Human Resource Management (SHRM) chapters across the country, using email marketing to drive them to our landing page and in-person event sponsorships to generate sales conversations.
VIDEO PRODUCTION
Pull Through Efforts Designed to Lift Plan Enrollment
From enrollment videos to detailed employer roll-out kits with email templates, posters, brochures, statement stuffers and more, we have developed additional educational content to help boost enrollment after the sale.
Results
A Resounding Success
As this campaign year is wrapping up, overall group sales are solid and tracking to goals. Our expanded efforts, along with timely creative and better segmentation generated more engagement and significant increases in leads – a jump of over 1,000% from the broker audience and a 3,000% increase for the employer audience. Our HR outreach efforts, including in-person event participation, are resulting in meetings that will likely translate to sales.
