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2014 AEP

The 2014 AEP Integrated Marketing Solutions project focuses on acquiring government market clients through a strategic campaign. Key business objectives include increasing market share and enhancing brand visibility. The campaign will address specific challenges and opportunities within the government sector. Implementation strategies will involve targeted messaging and outreach to selected audiences. A detailed budget will ensure effective resource allocation to achieve marketing goals and drive engagement.

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2014 AEP

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Presentation Transcript

  1. Integrated Marketing Solutions - Acquisition 2014 AEP Government Markets
  2. Bring the Campaign to Life…. Business Situation Key Business Objectives Key Implementation Components Target Audience Implementation Strategy Budget
  3. 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.
  4. 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.
  5. Key Implementation Components Direct mail Postcards Newspaper Retail Partnership Outdoors and Transit Digital Fulfillment DRTV
  6. Target Audience Medicare eligible’s in the 5 county services are in and around Philadelphia.  Counties include: Bucks, Chester, Delaware, Montgomery, and Philadelphia.
  7. 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.
  8. Budget The budget for acquisition totaled. $2,008,000
  9. Direct Mail
  10. Touch 1- “Behind You” 10
  11. Touch 2- “7 Reasons”
  12. Touch 3- “Here’s Why”
  13. Touch 4- “No Excuse”
  14. Seminar Postcard Series
  15. Postcard 1 - “Come on Over”
  16. Postcard 2- “Hello”
  17. Postcard 3- “Neighbor”
  18. Newspapers ROP
  19. Newspaper Ad – ‘It Pays” Full page, process color ad in the Philadelphia Inquirer.
  20. Retail Partnership
  21. CVS Free Standing Insert
  22. Outdoor/Transit Media
  23. Bus Signage- Septa Outdoor Headliners, Inside Signage, Bus Shelters
  24. Billboards
  25. Digital
  26. Direct Mail Landing Pages
  27. Digital Advertising
  28. Fulfillment Pieces
  29. Enroll Now
  30. DRTV
  31. DRTV – “Here’s Why” & “News” Please see the provided links on web link. TV Ad- “Here’s Why” TV Ad- “News”
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