2014 AEP Integrated Marketing Solutions - Acquisition Government Markets.

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Presentation transcript:

2014 AEP Integrated Marketing Solutions - Acquisition Government Markets

Bring the Campaign to Life…. Business Situation Key Business Objectives Key Implementation Components Target Audience Implementation Strategy Budget

Business Situation After multiple focus group sessions and competitive intelligence, insights revealed folks loved the notion of being an IBC Medicare Advantage member, but felt our plans were not affordable or attainable. That said, IBC approached the 2014 AEP in a very strategic manner. Segmentation was used to provide relevant messaging at appropriate times, as well as, repetitive key words and phrases reinforced our promise and commitment to our communities. Our goal is to provide affordable and quality healthcare products to all beneficiaries in our service area. 3

Key Objectives “Blue” is affordable. Trust, Security, and Quality “Don’t just settle for any plan” 75 year history servicing the Philadelphia area. Personal in-home appointments. One of the largest networks in the area. 4

Key Implementation Components Direct mail Postcards Newspaper Retail Partnership Outdoors and Transit Digital Fulfillment DRTV 5

Target Audience Medicare eligible’s in the 5 county services are in and around Philadelphia. Counties include: Bucks, Chester, Delaware, Montgomery, and Philadelphia. 6

Implementation Strategy Segmentation – right person, right product, right message. Multi-channel effort- Traditional Direct Mail, Other Print Vessels, DRTV, Retail Partnership, Digital, and Fulfillment. All of these provided synergy and consistency in messaging. 7

Budget The budget for acquisition totaled. $2,008,000 8

Direct Mail 9

Touch 1- “Behind You” 10

Touch 2- “7 Reasons” 11

Touch 3- “Here’s Why” 12

Touch 4- “No Excuse” 13

Seminar Postcard Series 14

Postcard 1 - “Come on Over”

Postcard 2- “Hello” 16

Postcard 3- “Neighbor” 17

Newspapers ROP

Newspaper Ad – ‘It Pays” Full page, process color ad in the Philadelphia Inquirer.

Retail Partnership 20

CVS Free Standing Insert

Outdoor/Transit Media 22

Bus Signage- Septa 23 Outdoor Headliners, Inside Signage, Bus Shelters

Billboards

Digital 25

Direct Mail Landing Pages

Digital Advertising 27

Fulfillment Pieces 28

Enroll Now

DRTV 30

DRTV – “Here’s Why” & “News” Please see the provided links on web link. –TV Ad- “Here’s Why” –TV Ad- “News”