Guiding Small Business Decision Makers with Content

    BCBSKS-faqBlue 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. 

    View it on Slideshare