Fresh Strategy and Creative Yield Healthy Outlook
Client: Security Health Plan
When Security Health Plan (SHP) was looking for a partner to take its Commercial/Group Sales marketing to the next level and boost its position, it turned to Responsory.
We dove into the Direct BrandingSM process with a thorough discovery effort, including primary and secondary research. This helped us gain a deeper understanding of SHP’s key commercial segments and target audiences, including a diverse mix of school administrators, human resources managers, small business owners and state employees. Then, we delivered and executed a solid Commercial Marketing Plan that:
- Incorporated fresh creative and content to provide a consistent appearance, while resonating with distinct audiences.
- Specified a smart tactical mix to maximize engagement, results and budget.
- Integrated innovative combinations of direct mail, Smart Zones digital advertising, content and landing pages.
- Drove leads through co-op marketing with specific brokers.
RESULTS: By updating its Commercial brand and marketing materials and initiating smart new strategies and tactics, we generated fresh leads and provided sales support to help SHP grow its Small and Large Group, School District and State Plan segments.
“I have appreciated all the counsel Responsory has provided. The agency created impressive campaigns and established a consistent, coordinated image for our Commercial marketing initiatives.”
Amir Zaman, Director, Business Marketing