Marketing & Advertising

Explore how a nimble, omnichannel strategy with focused messaging led to significant engagement and lead increases for Renaissance Benefits.

Discover how EyeMed's innovative broker campaign, crafted with a captivating transparency theme, drove a 27% engagement rate and positioned them as a trusted advisor in the vision benefits market.

Campaign Rocks 31% Response Rate Client: EyeMed Vision Care Just 3 weeks before creative needed to be in market, EyeMed Vision Care asked Responsory to help it launch a fresh broker campaign to ignite cold leads. Because health insurance is the main focus of these busy insurance professionals, it’s especially challenging to capture their attention with ancillary benefits. Having executed similar campaigns for EyeMed in the past, we took our learnings and quickly applied them. We combined proven tactics ― including a winning (and cost-effective) direct mail format, coordinating email and response-driven landing page ― with a super-hot [...]

Eye Opener Ancillary insurance brands like EyeMed Vision Care, America’s fastest growing vision benefits company, have a tough time getting face-time with busy brokers and employer decision makers.  For EyeMed, winning over key broker relationships is among its top priorities. As its direct marketing agency, Responsory is continually helping EyeMed test new multichannel approaches that generate leads and build relationships with its target audiences. This time our charge was to create a fresh approach to meet a high response rate goal, while looking for ways to optimize ROI. FORMAT [...]

Clever Cross-channel Campaign Ignites Leads (up 338%!) Client: Renaissance Life & Health Insurance Company of America This young, entrepreneurial ancillary insurance company is on a growth trajectory. To help accelerate expansion, the company turned to Responsory for strategic marketing support, especially in the area of group sales and lead generation for its dental, vision, life and disability products. During our first year of engagement, our primary objectives were to boost awareness, drive engagement and generate quotes from brokers and agents in key new markets. We also wanted to increase awareness among employer group decision makers. Responsory applied its Direct BrandingSM process and [...]

Multichannel Strategy Works Hard for Blue Small Group Client: Blue Cross and Blue Shield of Kansas Over the last few years, Responsory has helped Blue Cross and Blue Shield of Kansas make a name for itself among entrepreneurs, start-ups and small businesses of all types. A dominant player in the Kansas health insurance market among individuals and larger employers, Blue Cross Kansas saw an opportunity to offer high quality health plans that small business owners could afford. It invited Responsory to help carve out this new segment and cost-effectively reach it with content and messaging that educates as it [...]

A New Course of Action Leads to a Healthy Prognosis for Pharma Drug Client: Hikma Pharmaceuticals What started as a comprehensive digital marketing audit for a young brand has resulted in a major overhaul and remarkable growth within a 12-month period. 17% boost patient savings card downloads 20% more sample kit requests 28% uptick in time on page 197% increase in referral traffic 1,185% surge in paid search traffic A comprehensive audit and fact-based analysis Hikma Pharmaceuticals (formerly West-Ward Pharmaceuticals) asked Responsory to conduct a thorough audit of its ailing Mitigare website, [...]

A Powerful Combination: Nurturing Leads with Automation and Valuable Content Client: Usource Usource, a premier East Coast energy consulting firm, was looking to establish a more proactive lead nurturing strategy for initiating engagement with new prospects and nurturing leads through the sales funnel. The company’s first step was to invest in a new marketing automation platform. The next step was to develop the strategy and content to drive these efforts and best leverage the technology. This is where Responsory stepped in. To help Usource develop a foundation for an ongoing lead nurturing strategy and get the most out of their marketing [...]

Marketing Audit Uncovers a Golden Opportunity for Technical College Client: Waukesha County Technical College WCTC, a long-standing provider of accessible career and technical education in Waukesha County, Wis., needed a fresh perspective on its current marketing efforts. Like many technical and trade schools in the nation, the college was faced with declining enrollment and looking to turn this trend around. Responsory applied our proprietary Direct Branding℠ method to conduct a marketing audit and develop an integrated marketing plan and framework for future campaigns. During this process, we uncovered a key audience insight. WCTC’s marketing efforts were focused on and targeted toward high school-age students. [...]

New Creative Beats Control: Reduces Cost per Lead 30% Client: iCare Independent Care Health Plan iCare Independent Care Health Plan specializes in dual eligibility health insurance plans for low income residents in Wisconsin who qualify for Medicare and Medicaid. Several years ago, the company approached Responsory to provide direct marketing counsel and improve its marketing ROI. The existing control had a strong response rate, but it was expensive to produce. In addition, response was starting to wane. Responsory designed three initial direct mail concepts to test. One of our concepts immediately beat the existing control with an excellent response rate [...]