THE CLIENT
Blue Cross and Blue Shield
of Minnesota

Minnesota’s largest individual and group health plan provider

THE PROJECT
Blue Cross and Blue Shield of Minnesota asked Johnson Direct to introduce its new Simply Blue “starter plan” designed for young adults.

Two self-mailers were created. The first one was written for and mailed to parents, encouraging them to talk to their children about the plan. The second mailer was directed to the young adults themselves.

Given the technology-savy audience, a traditional reply card was not included, opting instead for telephone and online response using phone numbers and URLs specific to each mailer.

SERVICES USED
• Consulting
• Direct Mail