Industry
Insurance
Model
Services
During our 9-year tenure, we partnered with Renaissance to help them grow from a regional dental and vision insurance carrier to a national full-line ancillary benefits solution provider.
Our relationship evolved from a single lead generation campaign to an all-encompassing marketing engine driving awareness, demand and enrollment across broker, employer and consumer audiences. It grew step by step, by building trust through incremental wins, innovative strategies and a steadfast dedication to our partnership and providing value.
Challenge
The Starting Point
When Renaissance first reached out to us, their marketing strategy was focused on creating broad awareness for group dental and vision products. Tactics included billboards, print advertising in business and trade journals, radio advertising in a few key markets and limited online advertising. At local levels, hospitality and sponsorship of sporting and entertainment events helped drive awareness.
At the same time, the organization was consistently focused on selling through brokers, so their broad approach wasn’t addressing this key audience. And while Renaissance was using a CRM and marketing automation platform, their data was inconsistent, incomplete and lacked segmentation.
On top of these factors, the highly competitive and evolving benefits space made convincing brokers to sell a new carrier an uphill battle. Brokers were hesitant to recommend a new, unproven option.
Renaissance tapped into Responsory’s expertise in group insurance and ancillary benefits marketing to design a more strategic approach, directly targeting two key segments: insurance brokers and small group benefits decision makers.
Phase I
Launching Our First Lead Generation Campaign
For this initial campaign, we created a consistent multichannel approach that used compelling creative and offers to generate buzz among brokers. Key tactics included a direct mail series with attention-grabbing dimensional elements, email, digital display advertising, thought-leader content and social media. Dedicated landing pages supported creative consistency and enabled us to track and measure engagement. In addition, we continually updated and optimized messaging, creative and content offerings throughout the campaign.
Year 1 wins included:
- Data cleanup and augmentation efforts resulted in an expanded broker list
- Measurable broker and employer decision-maker engagement via landing pages and content
- Significant number of solid broker leads, quotes and resulting sold cases
- Identified awareness challenge requiring stronger brand support to overcome broker hesitancy
Phase II
Multichannel Expansion
In year two, we built upon our successes and learnings, combining our segmented lead generation approach with integrated brand advertising (trade media and radio in select markets), public relations and more specialized content. Videos featuring company leaders helped bring the brand to life. A high-impact video-in-print dimensional mailer and irresistible offer created an unforgettable brand experience for brokers. Plus, the client turned to Responsory for social media strategy and support for its conservative, curated approach.
Phase III
Research, Acquisition Support, Grassroots Outreach and LinkedIn Advertising
As Renaissance continued to grow and evolve, they turned to Responsory for additional support. We provided research and planning for new market opportunities. We also helped announce its acquisition of Security Mutual’s group life and disability business, resulting in local and trade media news coverage. In addition, we developed fresh messaging, creative and content touting the carrier’s full-line capabilities.
Separately, to increase overall awareness among benefits decision makers, Responsory helped Renaissance cultivate relationships and outreach efforts (dedicated emails and event sponsorships) with local SHRM and NABIP organizations in select markets. We also launched LinkedIn ad campaigns targeting benefits decision makers at small-to-medium sized companies.
Phase IV
Continuous Optimization, Expanded Business and Trade Media Advertising
In addition to broadening their product offerings, Renaissance also grew their footprint. To accommodate national sales goals, we scaled our campaigns, adding business media advertising in select markets across the country as well as new national HR-focused trade media to support awareness. We gained agency of record status and continued to test new strategies with careful review and optimization throughout campaigns. We leaned into metrics — from not only a high-level channel perspective (i.e., transition from print to digital) but also drilled down to evaluate each media partner and tactic to ensure optimum ROI.
Phase V
Website and Content Development
With all the growth, we recognized that the Renaissance website wasn’t keeping up. We partnered with Renaissance to reimagine their site to align with the company’s evolution and prepare for long-term growth. Grounded in audience research, UX insights and cross-functional stakeholder input, the redesigned site introduced persona-driven pathways, clearer product storytelling and self-service tools that simplified complex benefits while reinforcing trust. Built on the WordPress platform with analytics embedded, the new site strengthened brand alignment, reduced friction across the customer journey and created a flexible digital platform for future marketing initiatives.
On a parallel track, we elevated Renaissance’s content marketing strategy with broker-specific toolkits, employer guides, product education infographics and video assets. Thought leadership articles and native/sponsored content became integral to campaign performance, while an onsite video shoot produced four distinct executive insight videos to fuel ongoing engagement.
Phase VI
Product Launch Support and New Markets
As Renaissance continued to evolve and expand their portfolio of products and services, Responsory remained a strategic partner ready to support each milestone. We delivered an integrated go-to-market strategy for the launch of Renaissance’s innovative supplemental health plan, then quickly pivoted when the company acquired their insurance technology partner, Ansel Health. In both cases, we supported high-visibility announcements and market entry with a coordinated mix of public relations, broker and customer email campaigns, landing page messaging, strategic content development, native article placements, video production and more—ensuring clarity, momentum and consistent brand storytelling across every channel.
Additionally, when Renaissance won the contract to manage dental benefits for Tennessee’s Medicaid program, TennCare, we stepped up to rapidly develop an accessible, compliant website.
More from this project
A SAMPLING OF OUR VIDEO WORK
Service & Company Overview
RenSecureHealth Supplemental Insurance
Employee Dental Benefits
Results
From Early Wins to Exceptional Growth
As true partners vested in the continued success of Renaissance, Responsory constantly pushed to advance year-over-year success.
- In the first couple years of our engagement, foundational efforts led to solid broker leads, quotes and sold cases.
- During years three through five, we helped Renaissance expand its offerings, refine its messaging and boost awareness.
- By the end of our sixth year, our expanded efforts had significantly elevated engagement and leads with a 1,000% YoY increase from the broker audience and a 3,000% YoY increase from the employer audience. HR outreach efforts, including in-person event participation, resulted in meetings and sales.
- In year eight, Renaissance had already exceeded its annual sales goals by Q2, demonstrating how integrated data, messaging and multi-audience engagement had positioned the brand for sustained growth.
- In year nine, the momentum continued with a modern, omnichannel strategy that drove engagement and helped effectively launch a new product.
Our Unified Omnichannel Program
