Blue Cross Blue Shield Kansas (BCBSKS) asked Responsory to concept, write and design a new piece of content as part of a multichannel marketing campaign targeted toward small businesses with 2 to 9 employees. The new content piece will provide valuable information and decision-making guidance to micro-biz owners when choosing or switching to a new health insurance plan.
Our overall strategy for the new content piece is to walk our tight-for-time, mulitasking owner prospect through the decision making process and swiftly answer their most common questions. The look, feel and messaging will put these owners at ease with the often-intimidating process of comparing plans and making the right choice for their small business.
Responsory’s final deliverable is content that is easily repurposed for a variety of applications and channels. Among them:
- Direct mail and email offer
- Smart Zones digital ad and landing page offer
- Sales handout
- Social media fodder
- Downloadable from website
Ultimately, this new content satisfies the small business owner who is looking for a self-serve tool to answer to basic questions and prepare themselves for a call with a small group specialist.