In a two-part campaign aimed at local small business owners, EmblemHealth sought to generate awareness and consumer leads for its affordable small group health plans through direct mail, print ads, and landing pages. The campaign began in August 2014 and continued through December 2014. The main objective was to educate small business owners of the health insurance options available to them through EmblemHealth.
Small Group Direct Mail - The first mail touch was a postcard. It focused on the affordable cost of EmblemHealth plans. The second mail touch was a letter which focused more on SHOP and driving small business owners to the tax credit calculator. Messaging and photos are customized to each neighborhood.
Print Ads – The print ads focused on tax credits and appeared in three major NYC publications.
SEM Campaign and Landing Page – We began an SEM campaign in August targeting people searching for information on small business health insurance but expanded it to focus on tax credits as well. Three landing pages were designed to capture data and drive users to the new EmblemHealth Health Insurance Reform Hub.