Cross-Channel Acquisition Case Study
Marketing Strategy
User Experience
Marketing Strategy
Project Overview
Blue Cross Blue Shield of Arizona (BCBSAZ) is an independent, not-for-profit health insurance company with more than one million members. Looking for breakthrough results, and a way to activate their broad Hispanic market, BCBSAZ challenged Anderson to completely rebuild their direct marketing programs. In developing a new creative strategy, Anderson worked closely. Drawing on our years of health care experience, and proven ability to work seamlessly with outside agencies, Anderson: •Built a new multitouch program targeting individuals, families and small businesses •Unveiled a strong cross-channel approach using online and offline media: direct mail, web, search/PPC, outdoor and print advertising •Created segment-specific communications for age 18-34, 35-65 plus Latino target audiences •Employed both Household Targeted & Neighborhood Saturation mail strategies •Implemented new BCBSAZ brand/style guidelines across all media channels Thanks in part to input from the client’s other agency partners, the new Anderson campaign drove a 24% improvement in performance and profitability over the previous years’ efforts.Client
BlueCross BlueShield of ArizonaTags
Marketing
Strategy
online
branding
social media
