ViaHealth Plan Be Healthy Be Happy Direct Mail Campaign
The final rebranding of ViaHealth Plan was built around the new tagline, “Be Healthy, Be Happy.” In support of the consumer television and print media efforts, there was a two pronged direct mail effort— a consumer promotion, in partnership with the American Cancer Society, with an offer for $1 tickets to a a Rochester Red Wings baseball game (a $10 value), that drove prospects to a landing page to register to attend one of six informational events— in the end, 487 prospects signed up to attend, netting 261 new members. And a employer/broker initiative that consisted of a three-part direct mail campaign (shown here) to human resources managers/benefits directors at small-to medium-sized businesses, plus a fold-out “Benefits Make Easy Kit” mailing to the same audience with an interactive CD-ROM that served as a virtual salesperson— for more on this innovative piece, simply click on the link. Together these two major initiatives resulted in the net addition of 73 new business accounts and net addition of 2417 members. A healthy increase that made for one happy client.