Broker Campaign Grants Sales Wishes
Situation:
EyeMed Vision Care approached Responsory with one wish: Develop an integrated, multichannel campaign to capture the attention of historically cold Broker prospects.
Objective:
The end goal: Encourage inactive Brokers to consider EyeMed for their clients' vision benefits needs.
Action:
• Developed an integrated, multichannel campaign
• Blended traditional direct response with cutting-edge digital technology
• Created a "Make a Wish" theme across multiple touchpoints:
- Dimensional mail package with unique teaser gift
- Follow-up emails
- Smart Zones digital advertising
- Interactive landing page
• Offered an Amazon Echo Dot as the main incentive
• Developed a custom Alexa Skill for sales rep demonstrations
My role included:
• Provided strategic recommendations
• Collaborated on campaign creative execution
• Oversaw digital content and promotional implementation
Results:
• 109 sales appointments secured
• 15% response rate from historically inactive Broker prospects
This campaign demonstrates my ability to conceptualize and execute innovative, multi-channel marketing strategies that effectively engage hard-to-reach audiences and deliver measurable results.
