Client

Aetna

Project

Aetna Healthy Business

Services

Content Strategy and Playbooks, Content Creation, Amplification, Platform Development

Media
Digital
Print
Event
Radio

Objective

In the mid-2000s, Aetna was seeking a program that branded it as the leading health insurance provider for the small business community in the New York Tri-State area. Additionally, there was a need to deliver Aetna’s Healthy Business message to the market, and generate leads for Aetna’s sales force and its brokers.

Solution

RSL developed a multi-channel marketing program including:

  • “Secrets to a Healthy Small Business” events throughout the Tri-State area
  • Print advertorials in RSL’s publication New York Enterprise Report
  • Website advertising
  • A wide-reaching radio campaign delivering healthy business tips
  • Partnerships with local business organizations, including Chambers of Commerce

Event Attendee Response
100% of attendees

100% of attendees rated the event they attended as good or excellent and said they would attend another event.

"The RSL Media team came to the table with a very creative and effective integrated series called 'The Secrets to a Healthy Small Business' that wound up running for nearly three years in a period when sales volume also increased. Aetna later expanded elements of the program to other markets but it lacked RSL’s strategic and creative glue."

Hugh Scallon
former head of advertising, Aetna

What Our Clients Say

Not only does RSL bring the most up-to-date relevant knowledge and research to our meetings, they take the time to explain their findings and how it benefits our segments and industry. Since day one, our trust and faith in RSL is beyond 100% as they take on our projects as their own and we know the expertise of their work is impeccable.

Nafeisa Shukair
Marketing Manager, Charter Communications

Working with RSL Media to create our ‘on and offline’ Solve Magazine, with its relevant, creative and engaging content, helps TWCBC communicate its commitment to customers and solidify the company’s position as a provider of leading edge business communications services.

Stephanie Anderson
Senior Vice President and Chief Marketing Officer, Time Warner Cable Business Services

The roundtable provided our local partner providers with a second-to-none prospecting and sales opportunity, allowing their sales team to bond with customers and prospects in a non-sales setting. By providing a forum to share best practices, we were also able to position our partners at the center of the local HR community.

Anne Powell
Director, Channel Sales, Kronos

We had tremendous success working with RSL Media over a 5 year period. In addition to consistent flawless execution, RSL was always one step ahead of the market, evolving our event concepts based on their understanding of the SMB market. Their events led to us crushing our subscription goals and unprecedented thought leadership, which we leveraged across North America. I can't recommend them enough.

Anne Powell
Director, Eastern Region, Regional Development, Constant Contact

I’d grade them [RSL Media] an ‘A’. They are highly organized, punctual. Project management is excellent, everything just happens. Content of the theme ideas we request is excellent and article quality is very good. They go out of their way to help us promote.

Madeline Levine
Citibank

The RSL Media team came to the table with a very creative and effective integrated series called 'The Secrets to a Healthy Small Business' that wound up running for nearly three years in a period when sales volume also increased. Aetna later expanded elements of the program to other markets but it lacked RSL’s strategic and creative glue.

Hugh Scallon
Former Head of Advertising, Aetna

RSL has been great with thinking of thought leadership topics we can surround our products with…The white papers [they produced] are our top downloaded content on our resource library and some of the top content that our LinkedIn audience has clicked on to read on our website.

Marketing Advisor
Telecommunications, Canada

We have a lot of SMB clients. There are a lot of different ad agencies that could use to create content for us but, because this campaign was focused on SMB, we wanted an expert… RSL went above and beyond what was required.

Consumer Marketing Manager
Insurance & Financial Services, U.S.

They keep us in touch with the pulse of the business community…No matter what my question is they’re there [as a resource]. It’s one of the best relationships I have ever had with an agency, ever.

Marketing Manager
Telecom, U.S.