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.
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
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."
What Our Clients Say
Not only does RSL Media 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 Media is beyond 100%, as they take on our projects as their own and we know the expertise of their work is impeccable.
SOLVE was one of TWCBC’s most successful marketing initiatives and was instrumental in our 20% average YOY growth.
For about the same price as a high-end mailer, TWCBC sent a comprehensive magazine with relevant and thoughtful stories, advice, and best practices, all in the context of helping its customers be successful. TWCBC tracked and reported that they had an ROI of 135% (LTVC – Solve $ /Solve $).
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.
We had tremendous success working with RSL Media over a five-year period. In addition to consistent flawless execution, RSL Media was always one step ahead of the market, evolving our event concepts based on their understanding of the SMB market. Their events led us to crushing our subscription goals and unprecedented thought-leadership, which we leveraged across North America. I can't recommend them enough.
I’d grade them [RSL Media] an ‘A’. They are highly organized, and 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.
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.
RSL Media 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.
We have a lot of SMB clients. There are a lot of different ad agencies that use to create content for us, but because this campaign was focused on SMB, we wanted an expert. RSL Media went above and beyond what was required.
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.