State Government gets the word out fast about health care open enrollment.
MARKETING CASE STUDY:
Client: State government health care plan.
Location: Northeastern United States.
Industry: Health Care Insurance.
Time Frame: 4 weeks
Services used:
Permission-based Email Marketing.
Results
35,778
ENGAGED SESSIONS
EMAILS OPENED
3,139
CLICKS
TO LANDING PAGE
$1.60
RETURN ON AD SPEND
COST PER CLICK
This is a respected regional marketing agency in the East Coast United States. They are a full-service strategic communications firm that prides itself on pushing the boundaries of creativity, strategic thinking, and aggressive execution – and they do it all to exceed expectations and help their clients succeed.
Their clients are the best in the business – from NY to DC, CA, and abroad. Their model succeeds because they always put the right people and plan together.
About this client.
Their challenge.
One of the ad agency principals told us they were looking for a cost-effective and creative way to get the word out quickly to create demand generation for a limited-time healthcare plan. "Open enrollment was approaching quickly for our customer which was a state government-sponsored health care plan for current and former government employees. The state told us we had six weeks to get the word out.
At the time, we were looking for additional marketing channels for our agency to complement the local channels we already had intended to use in our marketing plan. We wanted something unique to present to our customer that would be a creative twist. Our other media in our plan gave broad coverage but needed specific targeting capabilities to reach current and former state employees like teachers, highway workers, and police."
Teachers
Highway and Sanitation workers
Law Enforcement and Judicial Employees
What we did.
1
We isolated a specific audience list of 87,000 current and former government employees from our proprietary datasource who qualified for the healthcare plan that resides only in their state.
2
The list we pulled was for the demographics of State Employees. Municipal occupations: Teachers and School Staff, Police and Sheriffs, Judges/Defenders/Clerks, Roads/Highway, Infrastructure and Sanitation workers. The channel we recommended was permission-based email marketing.
3
To maximize frequency and reach, we sent (2) permission-based email blasts on behalf of their client in late April and early May. Over 175,000 emails went out. We built their custom HTML creative art consistent with the design they sent us.
Audience curation.
Chose the channel.
Permission emails sent
from our list.
So given what you have just read, do you feel that your current marketing team and resources are fully aligned with your business objectives? Where do you see disconnects or areas for improvement?
Results.
35,778
Emails Opened
3,139
Clicks to Landing
$1.60
Cost Per Click
175,722
Emails
Delivered
only 45 unsubscribed
4-week
time fame
"Each time the email campaign was sent out, the state health care plan's website visitors doubled based on Google Analytics.
We appreciate how quickly your agency could execute this campaign in our given time frame. We are pleased with the results of working with you, and expect more work from us every month"
-Principal
Ad Agency of record for a state government health care plan.
Build fast awareness just like
this state health care plan did.
If the next step is a discussion,
then choose your preferred means.