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 Media developed a multi-channel marketing program including:
- “Secrets to a Healthy Small Business” events throughout the Tri-State area
- Print advertorials in RSL Media’s publication New York Enterprise Report
- Website advertising
- A wide-reaching radio campaign delivering business tips
- Partnerships with local business organizations, including Chambers of Commerce
Results
The multimedia campaign was so successful in delivering Aetna’s message to the NYC area small business community that the program was renewed and expanded twice.
“The Secrets to a Healthy Small Business” event series, originally designed for brand lift, exceeded expectations in attracting hard-to-reach NYC area business owners. In years two and three, the event series generated leads for Aetna agents.
"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 Media's strategic and creative glue."