The Right Creative Theme will Amplify Campaign Results

Project Description

The Right Creative Theme will Amplify Campaign Results

Client: EyeMed Vision Care

EyeMed is America’s fastest growing vision benefits company because they give members an experience they’ve never seen before. Part of that experience is conveyed through the clever, vibrant campaign themes they deliver through their ever evolving marketing programs.

As a long-time partner, EyeMed relies on Responsory to bring their visionary themes to life in a way that evokes interest and engagement from their most discriminating target audiences: employers and brokers.

In this Broker Campaign, our objective was to educate brokers about how EyeMed brings transparency to vision benefits. The overarching theme showcased how EyeMed makes vision benefits clear for the broker, clear for the broker’s client (employer administrators), and clear for the employee members. And, the campaign offer was seamlessly woven throughout the multitouch roll-out of the campaign, establishing EyeMed as a consultative partner.

See how an innovative, 3-part creative theme can influence and breathe life into a multichannel, multitouch campaign to inspire engagement:

The Transparency theme is brought to life with one part messaging and one part enchanting imagery. The "Good for, Bad for" messaging combined with the visuals draw recipients in leading them to a Lunch & Learn invitation and bonus content offer.

Each touchpoint takes the broker audience to a landing page where he/she can take action. The value-focused theme is further played out, extolling clear, direct messaging that relates to the benefits of transparency for the broker, client and member.

The first leg of the campaign aims that messaging directly at the broker. It leads with a vibrant postcard, perfectly-coordinated landing page and follow-up email. Each component cleverly reveals how transparency is good for vision benefits and bad for magicians.

In the second leg, the theme is played out with a secret agent twist, pointing out the benefits of transparency to the client and tying that value back to the broker. A personalized invitation inside the dimensional mailer features a clever audio message teasing the broker's mission to schedule a Lunch & Learn session. See video below.

Each leg of the of the 3-part campaign leads recipients to a consistently-themed landing page. There, brokers are offered exclusive access to bonus content designed to ease the broker's pursuit to book new business.

The third and last leg of the campaign addresses the importance of transparency to deliver member value. "Good for vision benefits, bad for pirates" is tied back to how clear communications and helpful tools benefit the broker, employer and member.

Messaging on the custom landing pages reinforce the transparency theme's "Good For You" and culmination of tangible value to the broker's selling efforts. Brokers can download value-add content and request a Lunch & Learn session with their EyeMed sales rep.

The right creative theme applied to a marketing program can generate more than intrigue and interest among target audiences. When woven through a series of touches and/or channels, a well-planned theme will build trust and demonstrate relevance by showing you understand your prospect’s situation. The theme can be a diving board for key messages that encourage your audience to self-educate and learn more about what your brand offers that can help them ease their pain.

This EyeMed program and creative theme hit all of those notes and more. Our ultimate goal was to spur brokers into action. After receiving this month-long multitouch, multichannel marketing campaign, 27% of the broker landing page views resulted in an immediate Lunch & Learn request.

Project Description