Smart Segmenting & Sound Strategy Spur Health Insurance Quotes

Targeting two audience segments, parents and young adults, Johnson Direct developed an attention-grabbing strategy and creative for BlueCross & BlueShield of Minnesota’s Simply Blue product, and it was applied to direct mail, radio, TV and billboards. Savvy direct mail testing produced two key segments more likely to respond: parents of 20 to 23 year olds and young adults ages 18 to 30 making $20-$30k, more likely to be college students. Johnson Direct’s counsel identified more highly targeted audience profiles, higher quality lists, opportunities to mail fewer pieces, and a reduction in production costs -- helping BCBSMN achieve significant cost savings.

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