Strategic, Integrated PR Program Reaps 11 to 1 ROI Client: Gardner Bender For over 60 years, Actuant's Gardner Bender brand of electrical tools, voltage testers, and wire management products has been a mainstay in the electrical aisle of leading retailers. In addition to professional electricians, contractors and plumbers, these products are used by “do-it-yourselfers” working on projects around the house. As agency of record, we worked with electrical products manufacturer Gardner Bender to launch its first-of-a-kind line of Circuit Alert professional-grade hand tools. The goal? To generate industry-wide awareness for the unique tools, support sales efforts in retail and distributor channels, [...]

Innovative Smart Zones Program Attains the Impossible Client: EyeMed Vision Care How do you market a tailored message to a highly specialized audience segment when you don’t have a customer or prospect list?     When EyeMed Vision Care approached Responsory with this seemingly impossible task, the vision insurer wanted to inform recent retirees of a select employer that they were now eligible for EyeMed vision benefits. The catch? EyeMed did not have access to any identifying information – no names, mailing addresses or IP addresses. . . nothing. All we knew about the audience was the name of their previous employer and their employment status (recent retiree). We knew this was [...]

Integrated Campaign for Voluntary Insurance Client: Delta Dental of Wisconsin Marketing Assistance Kit Generates Healthy Smiles Insurance trends have been moving toward more voluntary (employee-paid) programs, especially for dental and vision insurance. To pursue significant opportunities to boost its voluntary enrollment participation rate within its individual business accounts category, Delta Dental of Wisconsin came to Responsory to create business-to-business and business-to-consumer marketing materials and an online enrollment microsite. The resulting multichannel marketing kit provides agents and employers with communications tools to support education and awareness among employees, makes enrollment convenient and easy, and drives a higher level of participation in [...]

Enticing Digital Work that Elevates the Brand Client: Milwaukee Tool As Milwaukee Electric Tool’s digital agency, Responsory, a Johnson Direct company,  delivered digital strategy, design and execution in the form of well-branded online elements. From SEO counsel and ePR strategies to design and development of custom website features, HTML emails, Flash and static banner ads, our interactive work for Milwaukee Electric Tool enticed action from its heavy duty tool users and further elevated the company’s brand. Each deliverable involved dead-on tactics to showcase a Milwaukee Tool product, an intuitive call-to-action and took our responders to a destination where they could [...]

Oriental Trading Company Banner Ads Get Crafty Client: Oriental Trading Company It’s no secret that veteran teachers spend an average of $500 on classroom supplies every year, and beginner teachers typically spend twice as much (because they don’t have previous year stashes). But how do you reach this highly targeted audience with your marketing campaigns? And most importantly, how do you ensure that your product stands out from the countless competitors? When Oriental Trading Company (OTC), one of the nation’s largest direct merchants of value-priced party supplies, arts and crafts, toys and novelties, was faced with this challenge, they turned to Responsory. We developed a Smart [...]

ACA Enrollment Campaign Earns a Healthy 71% Click to Conversion Rate Client: InHealth Mutual Ohio InHealth Mutual is a nonprofit insurer – a consumer operated and oriented plan (CO-OP) – built for members by members to provide quality, affordable health insurance that is responsive to the needs and wants of all Ohioans. It is different from the traditional insurers given its nonprofit status and focus on individuals and small businesses, which includes a governing board of directors with a members majority. Over a 3.5 month period, our Smart Zones by Responsory campaign goals were to: Increase landing page traffic Generate engagement through landing page link(s) Build awareness of InHealth among specific target audiences Test creatives We targeted millennials and young families in all 88 Ohio counties with two campaigns. For the first month, we ran a pre-enrollment brand awareness campaign to prime our target audiences for action. Display ad audiences were prompted to locate a broker. The remaining 2.5 months, we ran our enrollment campaign and audiences were prompted to get an online quote. PRE-HEAT RESULTS Our pre-enrollment mix of creatives and landing page usability strategies earned a .09% CTR and a 39% click to conversion rate. Remember, a conversion means the user searched for a broker near them. Nearly 4 out of every 10 ad clickers took this action! ENROLLMENT RESULTS The enrollment campaign ads earned 0.11% to .14% CTR - we ran creative tests - with an average of .12% and 71% click to conversion rate. A conversion click means the user used the online quote function on the landing page. So, 7 out of every 10 ad clicks resulted in a get a quote conversion! These outstanding results demonstrate Smart Zones' unusual ability to accurately target audiences and the powerful reach of this cookie-free platform. Request your free Smart Zones by Responsory demonstration today!

Individual Insurance Microsite Strategy & Creative Client: Delta Dental of Wisconsin Website Designed to Educate and Guide Users to Purchase The state’s most popular dental insurance provider came to Responsory, a Johnson Direct company, to plan and design a product-dedicated website for its new Individual insurance plan. Responsory strategized the site and produced its content to educate prospective subscribers and empower agents with easy-to-digest product information. Most importantly, the microsite is designed to walk subscribers and agents through a simple online enrollment process. The product-focused website offers the following benefits to its target audiences: Agents use it as a “one stop [...]

Fresh Concepts That Keep Them Coming Back for More Client: International Masters Publishers IMP, International Masters Publishers, a global leader in direct marketing and continuity publishing, came to Responsory (formerly Johnson Direct) with a lofty challenge. Specializing in high-quality products and publications that inform, entertain and inspire through print and media format, the company was seeking fresh strategies to boost the performance of its direct mail customer acquisition packages and significantly reduce production costs. Since continuity product consumption is declining among direct mail consumers of books, music, movies, cosmetics, food and alcohol, the need to revamp, or at least revise, their direct [...]

Banking on a New Market Client: Associated Bank The first step in launching an “impact” campaign in a new market is to identify your best prospects. When Associated Bank entered uncharted territories, it came to us to do just that — and a lot more. After creating customer profiles and augmenting that with research to create the ideal prospect model, Responsory went to work to understand the competitive landscape and offers in each market. What we discovered were several opportunities to differentiate Associated Bank for two demographics.  Clever creative and messaging fueled our efforts to create a well-rounded direct mail and Smart [...]

Response Rates Soar with Smarter Segmenting Client: Health Alliance Seeking more market share in an aggressively competitive marketplace? Suffering from low awareness in target service areas? Yearning for a truly multichannel approach to reach several key segments? You’ve come to the right place. You’ll find that no one at Responsory shies away from a true challenge. And, that’s what the folks at Health Alliance Medical Plans were counting on. Health Alliance Medical Plans asked us to help it capture more market share in Illinois among those who need individual health insurance coverage. One of our distinct target segments were Baby Boomers — that is, [...]