Thoughtful, Streamlined Approach And Smart New Creative Boost ROI
After working with Johnson Direct on several other successful under 65 direct mail campaigns, Blue Cross and Blue Shield of Kansas (BCBSKS) turned to us for help with its over 65 market. To trim production costs and save on postage, this Blue plan wanted to shrink its Birthday program self-completer package from a 9″ x 12″ size to a 6″ x 9.5″ size. We streamlined the components so they not only fit in a smaller size envelope, but also more effectively sell the advantages of choosing BCBSKS. They were so pleased with the results of the redesign that they asked for help with their Switcher program, which also has been performing extremely well.