WHY
To elevate awareness and preference for a health insurance brand with an 80-year history in Eastern Washington.
To elevate awareness and preference for a health insurance brand with an 80-year history in Eastern Washington.
HOW
By giving it a facelift, a brand overhaul that would draw attention to its local history, commitment to the community and investment in the things that matter to its members. Designer Brooke McGee and I came up with a campaign that exceeded benchmarks on every tactic, performing so well that the client asked us to expand on it the following year.
By giving it a facelift, a brand overhaul that would draw attention to its local history, commitment to the community and investment in the things that matter to its members. Designer Brooke McGee and I came up with a campaign that exceeded benchmarks on every tactic, performing so well that the client asked us to expand on it the following year.
WHAT
Work included researching brand differentiators (e.g., I discovered the Asuris customer service team was available on Saturdays, unlike their competitors), creating a tagline ("We're invested in you" not expensive office buildings and administration), and developing B2C and B2B copy for ads (print, digital and social ), out-of-home media (billboards, airport, Gonzaga University stadium), a video script; and landing page copy.
