Blue KC asked Hexagon Solutions to create an advertising campaign targeting 18- to 34-year-olds to change its "grandfatherly" brand image to one that is younger and more relatable. Hexagon conducted research finding the target does not understand health insurance and does not think about it, so the campaign aims to educate and raise awareness of Blue KC to become top-of-mind for future purchasing decisions. The campaign utilizes various digital and experiential marketing tactics to engage the target across multiple platforms.
2. Table of Contents
3 Executive Summary
5 Client Analysis
6 Industry Overview
8 Competitors
11 SWOT Analysis
12 Creative Brief
16 Target Audience
18 Media Plan
34 Media Integration
35 Prediction & Evaluation
36 Media Budget
38 Additional Recommendations
44 Hexagon Solutions
3. exe
cuti
The Blue KC Brand Research Findings
Blue KC is a recognized household name and an Our research resulted in three key findings. First, our
established brand within its service area. target does not understand health insurance and often
learns about it when in the midst of dealing with a crisis or
ve summary
As of May 2011, it holds 41.3 percent local market share. claim. This contributes to an overall negative connotation
Blue KC asked our team to target 18- to 34-year olds of the industry.
with fresh strategies to engage and promote its respected
brand and services. Hexagon Solutions, true to form, Second, our target does not trust institutions with a stake
tackled this challenge from various “angles.” Primary in a sale, but prefers to research and reference other
and secondary research, coupled with our unique insight consumers online.
into the minds of our target created a multi-dimensional
campaign mixing both logic and emotion. Finally, our target does not think about health insurance.
It spends less than an hour a week contemplating the topic.
Because half of our target (18-25) has an opportunity to
Target Segmentation stay on a parent plan, it will continue to disregard the
We found the various life stages within this broad age
issue. Messages directed toward this group will focus on
group consume health insurance differently. We used this
positioning Blue KC as top-of-mind for future purchasing
insight to split the target into two segments: 18- to 25-
actions.
year olds and 26- to 34-year olds. We made the division at
age 25 because recent rulings have determined this as the
The second half of our target (26-34), and those covered
age a person can no longer be covered by a parent’s plan.
by employer-sponsored plans and therefore ineligible
for parental coverage, are more likely to take purchasing
Our research has helped differentiate five life stage
action and better understand the value of coverage.
profiles within these two segments. This helped Hexagon
Solutions better target specific individuals based on their
habits and trends through different media.
3
4. Campaign Strategy In-person tactics such as photo opportunities with
The campaign segment targeting 18- to 25-year olds, cutouts of anatomical bodies, promotional T-shirts and
focused on raising awareness, asks consumers to “Get the thermometers and on-site iPad quizzes, will engage the
Facts. Go Blue.” The message encourages empowerment audience and make them excited about health care.
through education. By learning about the insurance
industry and process, the consumers will have more Social media will promote positive user-generated content
positive experiences when they choose an in-network of the brand. Tagged Facebook photos from promotional
doctor, file claims and interact with providers in the events, retweets by consumers during contests on Twitter
future. Communication about preventative measures will and uploads to the Blue KC YouTube brand channel
promote wellness and lower overall costs. will allow Blue KC to engage in conversations with its
consumers.
The campaign’s segment targeting 26- to 34-year olds
is focused on a direct call-to-action. The campaign We’ve strategically chosen our media platforms to push the
encourages consumers to “Take Charge. Go Blue.” greatest number of impressions to engage our audiences
Purchases are motivated by emotion and then rationalized. through their unique interests and locations.
Appealing to consumers through a humanistic approach
by showcasing true stories, the Blue KC message will Hexagon Solutions has considered the angles of Blue KC’s
resonate and elicit a positive response. By using an situation and provided solutions based on your requests.
interactive, testimonial-driven campaign, users will Our approach is relevant, fresh and timely.
upload videos highlighting relatable personal experiences
with Blue KC. Current and prospective consumers will:
Get the Facts.
Take Charge.
Media Integration Go Blue.
Our strategies lie primarily in digital mediums and out-
of-home promotional events. Our integrated approach Thank you for giving us the opportunity to “shape” your
will drive consumers to interact with the Blue KC brand future.
online and face-to-face.
Sincerely,
Hexagon
Solutions
4
5. assignment brand image
clie
Blue KC asked us to create a campaign Focus group participants frequently
nt a
targeting 18- to 34-year olds, changing associated Blue KC with the words below:
the brand image from “grandfatherly” to
“young” and “hip.” local
commercials
We aim to maintain Blue KC’s image as an logo
nalysis
established, respectable and trustworthy well-known
health insurance provider while making
the brand more user-friendly and Considering the target market is not
appealing for the target age group. particularly fascinated with health
insurance, it is a reassuring sign that
We are taking advantage of its strong the majority of the target has a positive
brand awareness and using it to create a impression of Blue KC’s brand and
fresh, interactive campaign that 18- to 34- performance.
80%
year olds will respond positively to and
act upon. Blue KC was top-of-mind for
brand awareness
Within the target, brand awareness
of focus group participants.
is extremely high. From our primary
research findings, Blue KC has the highest
brand awareness. This can be attributed to
its high-exposure advertising campaigns
and word-of-mouth due to positive
customer experiences.
5
6. Industry overview & trends
w
rvie Health care reform will be officially implemented on
January 1, 2014.
Insurance exchanges as an
additional marketplace
industry ove
Insurance exchanges will serve as an online platform to
provide individuals or employees an easy, affordable way to Health Care Reform
get health insurance. Businesses will offer employees health Large Employers
insurance or face penalties.
Major industry players make
transitions
Almost all of Blue KC’s competitors offer educational Small Employers Private Health
materials to walk their clients through this marketplace
switch. Many competitors have also launched more
Insurance
customized plans to cater to consumers’ needs. Furthermore,
these plans are becoming more benefit-driven rather
than price-driven. Focusing on life stages helps potential Health Insurance
customers to easily determine where they belong.
Individuals Exchange
Mandated coverage
Health care reform will require all Americans, to have health
insurance. This way, the healthy will help fund the cost of
people who need more medical care. However, optional
opt-out penalty fees will more often be chosen. According
to the Heritage Foundation’s Center for Data Analysis,
roughly 93 percent of the uninsured under age 35 would
rather pay the penalty fee than buy health insurance.
6
7. Consumer views
of the industry Unless you really need health
Our primary and secondary research uncovered
care, why pay for it?
some interesting consumer viewpoints regarding - KU Focus Group Participant
the health care industry.
Irresponsible
E xpens
doctor
of our target, especially those
still on parent plans, say they are
ignorant about health care reform.
Online survey findings
ive Reform
Words most frequently used by focus group
participants in reference to health care
7
8. aetna cigna
rs Strengths Weaknesses Strengths Weaknesses
tito
student plans prices “Go You” ads broad targeting
website design limited education info interactive website limited education info
social media presence website features direct customer social media presence
compe
and integration relationships and integration
Aetna offers student health insurance plans through Cigna recently launched its “Go You” ad campaign,
Aetna Student Health. Aetna also has a variety of online focusing on individual consumers and fulfilling the
communities to connect with consumers in their realm. need for self-actualization.
This includes Aetna Mobile and “Ann,” a virtual assistant
on its member website. The national campaign emphasizes wellness. The
company is taking strides to improve direct relationships
Aetna’s focus on life stages and its push for integrity as with customers through many different media
its core brand value are keys in marketing to the selected channels including social media use.
target market.
8
9. coventry humana
Strengths Weaknesses Strengths Weaknesses
benefits on website wordy website website Facebook presence
life-stage plans limited education info prices limited education info
information about social media presence MyHumana Mobile reliability
brokers and integration
CoventryOne includes Coventry’s health coverage Humana understands the need to connect with individuals
for individuals and families. Similar to other Blue through HumanaOne’s easy and convenient home page.
KC competitors, Coventry offers affordable student, With descriptions such as “I need a short-term solution”
individual and family health insurance plans. These and “I’m buying my first individual plan,” customers can
plans are tailored to fit the needs of consumers in each easily navigate the site to find a plan that fits their needs.
category.
MyHumana Mobile emphasizes Humana’s understanding
Coventry lacks the social networking presence and of the importance of convenience. Humana also boasts
media placement of Aetna, Humana and Cigna. affordability, especially after establishing a partnership
with Wal-Mart in 2010.
9
10. united healthcare do nothings
Strengths Weaknesses Strengths Weaknesses
student plans too many websites freedom no education
reputation employer based no premium penalties with reform
health information social media presence out of sight, out of high risk
exchange and integration mind
UnitedHealthcare is top-ranked among health insurance The “do nothings” are those individuals who will remain
and managed care companies in Fortune’s 2011 “World’s on a parent plan or simply choose to not have health
Most Admired Companies List.” In relation to the insurance and pay a penalty instead.
selected target market, United will pose a threat with its
affordable StudentResources student health insurance With the advent of health care reform, those who
plans. United also has begun a health information remain uninsured will be forced to pay a penalty fee, but
exchange, increasing the sharing of medical information because of the fee’s affordability, the opt-out option will
while reducing overall costs. continue to “steal” business from Blue KC.
“As of right now, I’ve been on my
parents’ health insurance, and
I’m on it until I’ve graduated, and
I honestly haven’t thought about
that until right now.”
- KU Focus Group Participant
10
11. strengths weaknesses
SW
High quality for the price KCHealthCareReform.org
Blue KC must maintain this strength by continuing to This website offers useful information on health
offer excellent customer service in relation to the prices care reform, but it may be too complicated for
of their products. the everyday consumer. Updating the “Education
OT
Large hospital and physician network Center” may help the average customer better
Blue KC already has a large network of health care understand the reform. People are more likely
providers. This network, however, could be expanded, to voluntarily read the material if it is in simple,
which presents an opportunity for Blue KC. everyday language.
analysis
Local Uninformed employees
Blue KC is involved and highly recognizable within the Customers expressed frustration about Blue KC
community. employees. Customers believed the employees were
not as knowledgeable about health insurance as
they should be.
opportunities
Wellness rewards threats
The Blue365 program offers discounts to businesses Healthcare reform
that support health and wellness. There is an When the reform takes effect, Blue KC will be forced
opportunity for Blue KC to offer individual to accept every customer applying for coverage. This
consumers a similar program. could leave Blue KC responsible for covering many
Variety of communication channels high-risk individuals.
Blue KC needs to make sure it has a wide range Student plans
of communication with current and potential Aetna, Humana and United offer plans catered
customers, while avoiding risky individuals. This specifically to college students. These plans teach
could also create a threat. By using brokers to individuals to prepare for making bigger health
target individuals, Blue KC could build and improve insurance decisions later in life. These plans target
personal relationships with individual consumers. the 18- to 34-year olds Blue KC is targeting.
Healthcare education Life stage plans
The target is confused about health insurance, Aetna and Humana created plans that targeted
creating an opportunity for Blue KC to educate individuals based on lifestyles and life stages which
people which would ultimately foster trust among creates an immediate connection with customers.
consumers.
11
12. f
brie
Why are we advertising?
creative
What You Asked
Blue KC asked us to help secure its place in the ever-changing
health insurance market by morphing its “grandfatherly”
image into one that is more lively and relatable to 18- to 34-
year olds.
Our Overall Goal
With this advertising campaign, we will drive leads and
increase consumer participation with Blue KC, while we gain
awareness with the target market that will be purchasing in
the future or for the first time.
We want Blue KC to be a household name and must drive
away confusion and sour attitudes toward this industry by
replacing them with positive perceptions to sustain Blue
KC’s iconic brand identification.
Key Brand Insight
Through our comprehensive research strategies we
uncovered many insights. Perhaps our biggest insight about
Blue KC is that its “grandfatherly” image may not be a bad
thing. We must spin grandpa into the wise, yet modern and
educational leader that he is.
12
13. What will advertising achieve?
This campaign cannot sell insurance plans, but it can evoke interest,
emotional appeal, human connection and consideration. We want to
attain new users, retain current users and stake out a spot in the minds
of future users.
Advertising Goals
Encourage Thought
Create top-of-mind brand awareness in 18- to 25-year olds
• This segment of the market may still be insured through
their parents’ plans
• When this segment turns 26, or obtains full-time
employment and is forced to make the switch, Blue KC Encourage Action
needs to be their first choice. Evoke emotion, interaction and action with the purchasing
segment, 26- to 34-year olds
• Preventative health strategies within this segment are • Depending on legislation, many people in this segment
also important to reduce costs in the future and increase may transition from employer-sponsored plans to the
target knowledge of health insurance prior to purchasing. health insurance exchange in 2014.
• Understanding plans throughout purchase and usage • To maintain Blue KC’s market share, we want to
will reduce negative experiences communicate value, transparency and stability by
providing educational solutions and clarity in such
uncertain times.
• Emotional testimonial messages will be used to attain
new purchasers and stake out a spot in the minds of
future users.
13
14. Who is the consumer?
Our agency has a unique perspective into the minds of 18- to 34-year olds, as
we are part of the selected target. Therefore, we wanted to truly grasp how our
peers feel about Blue KC and health insurance. The insights we unveiled of
these consumers are qualitative, explanatory, emotional and creative.
Behavior Resistance
Invincibility The target demographic does not trust business or government
The 18- to 25-year-old segment considers themselves “invincible” institutions; therefore, they view health insurance companies with
suspicion, continuing to remain unknowledgeable about differences
• They do not think about health insurance—it is not a priority in details and benefits when comparing plans.
• Many are still eligible under their parents’ plans—they have To overcome this lack of trust, Blue KC will need to meet the
never considered the benefits of having health insurance consumer in their realm and interact in simple, transparent ways.
No Understanding
Understanding of health insurance does not develop until consumers Insight
directly interact with purchasing and using the service Eighteen- to 34-year olds are constantly interacting with others
• Blue KC must create positive interaction with consumers to through the online community. Because of this, the target is
earn top-of-mind consideration inundated with complicated messages, which they often ignore.
• Interactions must provide basic levels of education before The target seeks simple, quick and easy messages that allow them
consumers directly interact with the service to think without trying. It is also important to consider the return
on investment for consumers. Ask,“What’s in it for them?” and help
Uncertainty consumers find the path of least resistance.
Current purchasers, 26- to 34-year-olds, are uncertain about this
industry Both target segments are turning to online platforms for
• This segment likely has experience using their plans, but do not information. However, they still want to have someone to call and
know what to expect in the future get a fast, understandable solution. Conversations about the Blue
KC brand are already taking place, but we need to be a part of them
• Blue KC can connect with these individuals through testimonials to ensure the value of the brand.
providing human-to-human interactions and peace of mind
14
15. What’s our big idea? Communicating the Idea
Goal
18-25
Encourage thought and create understanding
Single Most Important Thing
Tagline
Blue KC must increase transparency by creating positive educational
experiences with consumers through digitally and personally
interactive means. Get the Facts. Go Blue.
Advertising Message
Support “We Want Your Body”
Lack of Trust In our focus group research we heard repeatedly that
Consumers lack trust in institutions humor was the best way to get through to the younger
target segment. This advertising message is provocative and
• Blue KC must approach the target in their realm; reach out to sensual. The juxtaposition between the mood of the message
consumers directly in their own conversations via social media and the scientific anatomical body will be humorous and
and in person. intriguing to the 18- to 25-year old segment, making health
care approachable and interesting.
• By encouraging consumers to interact with the company and
one another, Blue KC will build trust.
Goal
26-34
It’s the least of my Encourage action and provide certainty
Tagline:
worries right now.
-KU Focus Group Participant
Take Charge. Go Blue.
Lack of Care and Understanding Advertising Message
Health insurance is not a priority for consumers “What’s Your Story”
Because the 26- to 34-year-old segment is the segment most
• Consumers do not care about health insurance because it is not likely to purchase healthcare, it is vital to connect with these
a priority; therefore, they do not understand it. individuals on an emotional level. This advertising message
is intriguing, and along with testimonial videos, it will
• Blue KC will need to interact with and meet consumers where reveal emotional stories about real-life individuals creating
they are in order to create basic levels of awareness and a top- a connection between Blue KC and the target.
of-mind consideration.
15
16. e
ienc
target aud
Target Profiles
These five consumer profiles emerged
repeatedly throughout our research.
Uninsured Invincibles Students/Dependents
The target, 18- to 34-year olds, is a These individuals are on top of These individuals are covered by a
broad segment. By breaking it down the world. Nothing can hurt them. parent’s insurance plan. They take
into five distinct categories, Blue Health insurance is the last thing health insurance for granted. The
KC will be able to better reach and on their minds and they do not only time they think about it is when
interact with all members of the understand why they should care they are asked to pay the co-pay. They
audience and understand their unique until it’s too late. Until they get are used to being insured and having
perspectives and needs. injured or become seriously ill, proper medical care and regular
they have no knowledge of health check-ups.
Uninsured 18-year olds have different insurance or the benefits Blue KC
views than a 34-year-old newlywed could offer them. These individuals are health-
couple expecting its first child. The conscious and tech-savvy. Like the
second paragraph of each profile maps These individuals constantly use the previous profile, this group will be
consumer interaction with media and Internet and cell phones. These social reached via social media and mobile
lays out how best to approach each media addicts get news and info from advertisements. These individuals will
target. Facebook and Twitter and trust their go to parents and friends for help on
peers’ opinions. health insurance.
“That would never “My dad takes care
happen to me.” of that for me.”
16
17. Workplace Rookies Dropped Individuals Young Families
These individuals are beginning This profile includes people who will This segment is made up of newlyweds and
careers where their employer is be dropped from employer coverage or expecting parents. Married individuals
providing health insurance coverage. from a parent’s insurance upon turning are not typically covered by a parent’s
This group understands the value of 26. These individuals also understand plan. These individuals want the best
health insurance and will purchase. the value of health insurance and want plan to ensure their families are covered.
good coverage for a fair price. They They are very cost-conscious and expect
Blue KC can communicate with this are living examples of the health care bang for their buck.
group while at work via Pandora’s reform and are searching for a reliable
online advertisements and social source for facts. We will target this segment via digital-
media efforts, as well as promotional TV and positive social media presence.
partnerships that prompt consumers The integration of all online efforts New parents trust family, friends and
to give email addresses in return for will help Blue KC to create multiple online reviews for information on
a chance to win prizes. These emails impressions with the consumer and health insurance. They will conduct
will provide sales leads and events will become the expert these individuals extensive research of plans online.
drive traffic to the Blue KC website. are looking for on the reform and YouTube uploads and incentives to
insurance in uncertain times. be on testimonial commercials will
resonate with this profile.
“Not right now; “I need this now; “I expect affordable
maybe later.” whom can I trust?” family coverage.”
17
18. Reaching the Targets
n
pla Our strategies lie primarily in digital mediums and
out-of-home promotional events. Our integrated
18-25
approach will drive consumers to interact with the
Blue KC brand online and face-to-face. Get the Facts. Go Blue.
Our first message, “Get the Facts. Go Blue,” caters to the younger
media
half of the target. Individuals 18 to 25 are less likely to be
purchasing health insurance because they are likely on a parent
plan. Our goal for this group is to raise awareness. By using a
clever, attention-grabbing campaign, we will peak the interest
of the younger individuals in the target, giving them a reason
to get the facts on Blue KC and health insurance in general. By
using social media and trendy online radio sites such as Pandora
and Spotify, we will reach the target where they consume media
to secure top-of-mind consideration when the target ages into
action.
26-34
Online Interaction
While you cannot control the conversation, you can be a part
Take Charge. Go Blue.
For 26- to 34-year-old individuals, our message revolves
of it. This target relies on online reviews when making major around interaction and personal experience. The campaign
purchases. By creating a strong, positive online presence, you will encourage individuals to “Take Charge. Go Blue.” This
can better interact with and understand consumers. is a direct call-to-action targeting individuals who are likely
health insurance purchasers. This group wants to be heard.
These groups want personal interaction and attention. They live By incorporating an interactive campaign asking individuals
online. As a participant in our broker focus group said, “I’m not to upload videos of themselves, this strategy will give them a
sure the 18 to 34 [year olds] watch that much TV—they are on chance to voice their opinions. These videos will give real-life
the Internet. Online, digital marketing is where it’s at for the ad examples of Blue KC’s service which can be used as testimonial
agencies. Newspapers are becoming obsolete because of that.” advertisements.
18
19. Close-up of banner ad to be shown on Hulu.
All five target profiles work on their own
schedules. They want what they want, when
they want it. These groups have busy lifestyles.
Because of this, online television sites, such as
Hulu, are popular.
Plan Content
Hulu offers $40 cost per thousand Videos shown during programming
impressions (CPM) with a minimum will be content from testimonial videos
of $25K in a local market 1 featuring real Blue KC customers. For
more information on the testimonial
We plan to spend $33,000 per month, videos, reference the “Testimonial”
which will cap at 833,000 impressions page. The banner ad will directly
per month. Over six month, this totals correlate with the video content.
$200,000 with five million impressions.
Support
Americans spent more than 2.5 billion minutes watching online video
advertising in August 2011.2
Hulu generated the highest number of video ad impressions at 996 million and Screenshot from testimonial video to be shown as Hulu ad
Hulu led the competition with an average of 45 ads per viewer. 2
Hulu is sixth among the top 10 generators of video ad impressions. 2
Advertising impressions on online television are more than on traditional
television. 1
Hulu Budget:
1
http://www.quora.com/Hulu/What-kind-of-CPM-does-Hulu-charge-advertisers $200,000
2
ComScore Metrics
19
20. The individuals in our target like to multi-task and they enjoy constant
entertainment. Pandora Internet Radio is a popular source for music on
the computer or a mobile device.
Plan Content
Pandora’s research indicates its 18- Because of Pandora’s specific targeting,
to 24-year-old users are best reached we will use the “Get the Facts. Go Blue.”
through mobile outlets. On the other advertisements for 18- to 25-year olds
hand, 26- to 34-year olds should be and the “Take Charge. Go Blue.” ads
targeted online on desktops while at for 26- to 34-year olds. Mock ads can
work. This is the basis for our segment be seen to the right and in more detail
targeting. in the appendix.
Our budget allocates $20,000 per All advertisements are links driving
month for six months totaling consumers who click the ads to the
$120,000. If desired, Pandora will website where they can explore the
produce audio for the ads with five to Blue KC’s information on health
10 production days at no extra charge. insurance and subscribe to an email.
Support
It is less intimidating to register for an email on a mobile device. 1
Seventy percent of listening hours happen on mobile devices on Pandora. 1
1
Pandora
Pandora Budget:
$120,000
Geared toward 26- to 34-year olds, this Pandoa
ad fits the screenshot to the right.
20
22. Pandora Desktop Ad
This Pandora ad is another option for targeting 18- to 25-year olds.
22
23. Pandora Mobile Ad
This Pandora ad is the mobile option for targeting 18- to 25-year olds.
23
24. Spotify Budget:
$60,000
All Things Digital marketing documents indicate Spotify is
the newest social music sharing outlet, and with projections
of 50 million users in 2011, by 2013, it will be an important Screenshot of a Spotify ad.
platform to reach both segments of the target.
Plan Content
Front page rectangle ads will run Like the Pandora ads, we will
for six months targeting Kansas use the “Get the Facts. Go Blue.”
City 18- to 34-year olds. Cost per advertisements for 18- to 25-year
thousand per ad is $15.00 and we olds and the “Take Charge. Go
expect an estimated four million Blue.” ads for 26- to 34-year olds.
impressions. This will cost a total Mock ads can be seen below and
of $60,000. in more detail in the appendix.
Support
This year, the company merged with Facebook creating a sustainable,
strong partner in the social media landscape.
24
25. Testimonial Webpage
The 26- to 34-year olds belong to the “action
group” because they are no longer on a parent’s
plan and most of them need to provide coverage
not only for themselves, but also for their families.
Plan
Blue KC will implement a people-to-people
strategy to encourage the target to share their
real stories online, reminding the audience of the
importance of health insurance and the benefits
of taking a pro-active approach.
Content
By integrating the website with social media, Blue
KC will encourage users to share their stories. To
provide an incentive for customers to produce
videos, Blue KC will choose some of the videos to
feature as real television spots.
Support
According to focus group insights, the target
tends to trust people who share similar situations.
Because of this, viral video sharing is a trend. By
adding a testimonial page on the Blue KC website,
it will allow for consumers to emotionally connect Sample testimony website for Blue KC
with each other.
Website Contingency Budget:
$10,000
25
26. Blue KC has already created a YouTube channel
with educational videos. Currently, the channel
subscription is relatively low at seven subscribers.
To optimize the channel, testimonial videos and
educational videos will be featured on it. This
strategy will promote more brand engagement
with Blue KC customers, and an emotional pitch is
more likely to generate buzz and feedback than an
informative one.
Plan
Self-advertising strategies with a managed brand
network are free to create. Using the website
contingency budget to design the testimonial page
featuring Blue KC’s YouTube videos will encourage
users to upload their own videos to the Blue KC Screenshot from a testimonial video
page. Also, using YouTube Analytics can also help
Support
YouTube has 490 million users worldwide1.
Blue KC track their audience and video views.
Content It generates an estimated 92 billion page views each month.
Participants in the “Tell Your Story” campaign
will upload their videos to YouTube. For more Over 4 million people are connected and auto-sharing to at least one social
information on the testimonial videos, reference network.
the example testimony webpage on the opposite
page. YouTube mobile gets over 100 million views a day.
1. YouTube Statistics: http://www.youtube.com/t/press_statistics
26
27. New Local Partnerships
We propose a partnership with Healthy Meals Inc., a local company that delivers customized
healthy meals to customers’ doors. This is a growing trend among healthy individuals,
especially among the older audience in our target. Healthy Meals Inc. will:
• Offer a 20 percent discount to Blue KC clients
• Be willing to put Blue KC’s logo on its promotional materials
Promotions with Healthy Meals will provide direct contact with consumers.
This partnership will not require additional costs other than shared benefits. Healthy
Meals will also host Blue KC’s promotional booth at two events costing an average of $500
for each event.
To pursue this partnership, Blue KC can contact Kerstin or Scott Kluck at 816-587-6325.
We also suggest a partnership with the Kansas Speedway. While Hexagon Solutions was
unable to enter into negotiations with the Speedway, the company expressed a high level
of interest in partnering with Blue KC. The partnership would:
• Better reach the rural market of the target 18- to 34-year olds
• Provide Blue KC with another large local partner
Further, holding promotional events at the October 13, 2013 race weekend would allow
Blue KC to reach a large audience and cost $30,000, which has been factored into the
budget.
Partnership Budget:
$30,500+negotiations To pursue this partnership, Blue KC can contact Joe Fowler at 913-328-3308.
27
28. Out-of-home
This campaign focuses on connecting with the target and meeting them
where they are. To further encourage thought and action outside of the
online realm, we will meet the target in person through promotional events
with Blue KC’s partners.
Promotional Booths Booth Set-up
Three interns will occupy each promotional booth to
engage in out-of-home, face-to-face interaction with the
Overview consumers, creating positive experiences.
In order to increase return on investment with Blue KC’s current partnerships,
Blue KC will set up booths, staffed by Blue KC interns, during local sporting events The booths will have a cardboard cutout of an anatomical
such as Kansas City Chiefs games. These booths will attract the younger audience body for people to take pictures with, as seen on page 31.
of 18- to 25-year olds with the slogan, “We want your body,” yet also engage the Pictures will be taken by interns and will be posted on
older 26- to 34-year-old audience. the Blue KC Facebook page. For more information on the
Facebook integration, reference page 32.
Budget
Booth prices will be negotiated with current partners such as the Kansas City Interns will also have iPads to encourage participants to
Chiefs and Sporting Kansas City. Pricing for a booth at the Kansas Speedway will take a short quiz on health insurance facts. After taking
be $30,000 for the October 2013 race weekend. Please see page 27 for further the quiz, individuals will enter an e-mail address to be
partnership information. eligible for prizes such as the Ugg boots and sporting event
tickets which are featured in the quizzes. Promotional
We will spend $54,000 to buy embroidered Blue KC table cloths, iPads, a digital thermometers and Blue KC T-shirts will also be given
camera, anatomical cutouts, 10,000 T-shirts, 3,000 thermometers with the Blue away as an incentive for individuals to participate.
KC logo, signs and brochures to start up the booths.
Social media interns will staff booths at events and be compensated according to OOH Budget:
the social media budget. $74,650
Our budget also allocates $21,000 for prizes such as Ugg boots and sports tickets
to reward quiz takers.
28
29. Contact: Bizi Ferguson FOR IMMEDIATE RELEASE
Tel: 913-491-8228
Cell Phone: 913-461-6693
Email: bferg@ku.edu
BLUE CROSS AND BLUE SHIELD OF KANSAS CITY TO LAUNCH
NEW CAMPAIGN
Interactive Booths at Sporting Events and New Advertising Techniques
Kansas City, Nov. 25, 2011. Blue KC will host booths at sporting events at the Kan-
sas Speedway and Sporting Kansas City arena in the fall of 2013. The booths will be
Promoting the Booths
interactive with the people in hope to educate them about health insurance.
We will advertise these promotional events by distributing
the press release on the left to :
The booths will have a cardboard cutout for people to take their pictures with, and
then photos will be posted on Blue KC’s Facebook page. Quizzes on iPads will be set
Newspapers:
up to educate participants about health insurance. Participating in the quizzes will
also give people a chance to win a prize.
The Kansas City Star, The Pitch, KC Magazine and Kansas
City Home & Gardens
“The booths should really get the people engaged with Blue KC,” John Doe, Sporting
Kansas City.
Local Television:
Channel 5 KCTV-TV CBS, Channel 4 WDAF-TV FOX
“We really want to connect to our customers and are interested to see the reactions
and Channel 9 KMBC-TV ABC, Channel 41 KSHB-TV
we get when the new campaign is launched in 2013,” Jane Doe, Blue Cross and Blue
NBC
Shield of Kansas City. “I think that we will have a great response.”
###
29
30. Mock screen shots
of the iPad quiz
Sample Quiz Questions
How many pairs of Ugg boots can a broken arm cost?
a. 5 pairs of Ugg boots
b. 7 pairs of Ugg boots
c. 15 pairs of Ugg boots (correct answer)
What is a premium?
a. The amount a member or group pays on a periodic basis for coverage as defined in the member’s health insurance plan. (Correct answer)
b. A reward for living a healthy lifestyle.
Which prescriptions are covered by your plan?
a. All of them
b. None of them
c. It depends on your plan. (Correct answer)
All quiz questions will lead to a page that explains the answer in further detail and provides links to the Blue KC online education center.
30
32. Plan
We budgeted $50 per day for Facebook ads starting July 1, 2013
through December 31, 2013, totaling $9,200. Also, to pay for a custom
Facebook page will be $13.25 per month for six months totalling $80.
Facebook is currently the most commonly used online social
networking site among adults. Through Facebook ads, Blue In order to manage the social media, Blue KC will hire three interns
KC can better target consumers. These ads use filters to target for the summer and three interns for the fall. Each intern will be paid
the correct demographics such as location and life stages. a $1,200 stipend, which will total $7,200. These interns will update
Blue KC’s Facebook and Twitter once every two or three days. All
promotional events will also be managed by interns.
Content
Social media updates will include information about upcoming
events, event pictures and educational information.
The Facebook page will also coordinate with the on-site events.
Pictures taken of people with the cardboard cutout will be posted in
an album specified for that event. Participants can then tag themselves
and share the pictures with their friends, which will generate more
traffic. Ultimately, this will lead participants to the website, increasing
interaction.
Support
Among adult profile owners, 73 percent have a profile on Facebook.
1
Thirty-nine percent of online patients use a social networking site
such as Facebook, of those, only a small portion keep up with health
related updates. 1
This plan has an estimated reach of 1.1 million people. 3
Social Media Budget:
$16,400
Facebook welcome page
32
33. The Pew Research Center indicates that Internet users ages 18 to 29 are
significantly more likely to use Twitter than older adults. This is a vital
way for Blue KC to communicate and interact with the selected target.
Plan Support
Using the same interns with the Twelve percent of e-patients use
same salary listed for Facebook, Twitter or another service to share
Blue KC’s Twitter would update at updates about themselves or to see
least once a day. updates about others 1
Content Twitter usage of our target
The Twitter account will contain audience spiked in 2005 and has
information about upcoming events been increasing each year ever
as well as educational health care since. 1
facts that lead to the website. Twitter
will also have “retweet” contests Forty percent of Twitter users do
where people can become eligible to not tweet every month but watch
win a prize by “retweeting” one of others tweet. 2
Blue KC’s tweets. Additionally, Blue 1
Pew Research Institute
KC can link the testimonial videos 2
Jeff Bullas Blog
3
Facebook
in a tweet with a short description.
Twitter is also a great place to
interact with customers. If Blue KC
sees that someone tweets a question
about health care, responding to
such a tweet builds trust through
interaction.
This illustrates potential content that
could be used on the Blue KC Twitter.
33
34. Consumer Media Paths
n
atio Overall, touch points will be integrated through various media outlets. The online testimony ads will lead people to
the “Testimony” webpage, and it will prompt people to upload their own videos on Blue KC’s testimony channel on
YouTube. We will offer giveaways to participants who post related conversations on Facebook and Twitter. Here are
two examples of potential media consumption paths.
media integr
Online ads
“Testimony“ banner ad on Hulu
YouTube, Facebook & Purchasing behavior
Twitter pages
“Testimony“ webpage
In-person interaction
Cut-out pictures tagged
on Facebook Purchasing behavior
Cut-out pictures taken on sites Blue KC official website
and iPad quizzes
34
35. Goal#1:
pre
To increase awareness and education of Blue KC
among 18- to 25-year-old healthy individuals.
Goal#2:
dict
Prediction
We predict that through the use of social media,
public relations techniques, and our advertising To gain and retain customers, ages 26-34,
plan, the 18- to 25-year olds will be more through changes the reform may cause. In
ion & evaluation
knowledgeable about health care by the time they addition, we hope to build a trusting relationship
have to buy their own insurance. between Blue KC and the customer.
Evaluation Prediction
We assume this target will most likely not purchase We predict that by focusing more on an emotional
health insurance because they will still be on their appeal in advertising and out-of-home techniques,
parents’ plans. There will be exceptions, but we people in this target will want Blue KC as their
think it would be a waste of resources to try to health insurance provider.
get this target as a whole to buy health insurance.
These people need more education about why Evaluation
health insurance is important, what it can do for These 26- to 34-year olds will most likely be affected
someone and become more familiar with health by the reform because they face be dropped from
insurance terms. Education is extremely vital their employer’s plan and possibly buying their own
for this market, but it needs to be repackaged as insurance. This target will respond best to emotional
entertaining or intriguing. For this reason, we appeals from people who reflect themselves. People
believe our approach will be successful. tend to trust someone whom they think would not
have an ulterior motive in stating their opinion. Our
commercial with a young mother and her children
discussing their great experience with Blue KC
should resonate well with this audience. When it
comes to health insurance, people want to base their
purchases on a real testimony they can build trust
with, and we believe, to succeed, Blue KC should
give them just that.
35
36. et Media Plan Budget
udg
Because the health care reform will take place on January
1, 2014, the campaign advertisements will begin running
media b
in the summer of 2013 and continue through the end of the
year. This should create positive momentum leading up to
the reform. The specific budget for our campaign is mapped Miscellaneous Costs
out on the opposite page.
1. iPad (3) $500 = $1500
2. Digital Camera = ~$200
3. Promotional T-shirts = 10,000 @ $4
(Instashirt.com) custom $40,000
4. Thermometers for 3,000 = $8,390
5. Interns: three at $1200 tuition stipend
$3,600 fall
$3,600 summer
6. Promotional Cutout (x2): ~$500
7. Signage (X2) $400 (fastsigns)
8. Table Cloth ~$400
9. Info Handout/brochure cost: 10,000 for
~$2,000 (Smartpress.com)
10. 6 pairs of UGG boots = $1,080
11. 6 pairs of Sporting Tickets= $1,080 “members
zone”
12. Pagemodo.com custom Facebook page, $13.25
per month for six months=$79.50
13. Contingency Money = ~$17,000
Grand Total: $500,000
36
37. July August September October November December Total Cost
Facebook $1500 $1500 $1500 $1500 $1500 $1500 $9200
Pandora Mobile $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $60,000
Twitter no cost no cost no cost no cost no cost no cost N/A
Out-of-Home
Speedway $30,000 $30,000
Pandora Desktop $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $60,000
Youtube no cost no cost no cost no cost no cost no cost N/A
Spotify $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $60,000
Hulu $33,000 $33,000 $33,000 $33,000 $33,000 $33,000 ~$200,000
Out-of-Home $500 $500 $1,000
Healthy Meals
Total:420,200
37
r
38. Recommendations
s
ion Based on our primary and secondary research findings, we suggest exploring four major areas that
are not directly incorporated into our campaign which focuses mainly on advertising and reach.
al recommendat
Plan Benefits
Extracting from the insights gathered in our eight focus groups,
these are three benefits our target would like to see included in
health insurance plans:
Wide Network of Medical Resources
“I travel a lot for work. Having a wide network and knowing
I would be covered overseas exactly demonstrates the
reason to have health insurance.”
- Kansas City Focus Group
Rewards for Living a Healthy Lifestyle
“People love rewards as return on investment. Gym
memberships or other preventive care [related benefits]
are good ideas.”
- KU Focus Group
tion
Best Coverage for the Money
“I would be willing to pay a little bit extra each month to
receive more benefits and better coverage.”
- St. Joe Interview
di
By incorporating these three benefits, customer satisfaction
in the target will increase. Moreover, encouraging a healthy
d
lifestyle can lower healthcare costs in the long run.
a
38
39. Logo
Focus group research indicated multiple consumers felt the new logo was promoting Kansas City as a travel
destination. Although consumers have high recognition of the blue cross and the blue shield symbols, the
consumers felt “Blue Cross Blue Shield” needs to be present in text and symbol form in the logo.
Old Logo New Logo
Proposed Solution
“Too many words for a logo” “Looks more like a logo”
Recognizable, but the tagline is too Simple and clean, appropriate
wordy causing people to miss it length for a tagline
Pro: spells out the company name Company name should be present
Text and symbols compliment each Symbols and text look separate
other
39
40. TV Commercials
We showed Blue KC’s TV commercial to the KU focus group participants to test
their reaction. Overall, most participants agreed the commercial demonstrates
Blue KC’s local presence. They said “local buying“ is a trend now, so Blue KC should
keep this element. However, they think the dialogue between the two actors was
unrealistic because in real life, they do not talk like that when they play video
games. The only realistic part of it is one actor saying he thought he did not need
health insurance.
Keep it local and realistic
Realistic situations can be: a prescription talk while
a roommate is sick; job searching after college
graduation brings up conversations about the
need of health insurance; consequence showing
commercial is also considered powerful.
Less hard-selling, more
thought-provoking
Most participants found Cigna’s commercial
powerful because it was not selling them to buy
health insurance plans. Instead, it pushed them to
make a change for themselves.
Guide consumers back to the website
The official website is where consumers can get
most information. No matter what campaign is
pushed, the final destination of all the pitches is
your website.
40
41. Broker Strategy “People will always need guidance.”
Brokers have been an important component to Blue
KC’s sales force, and as changes arise and uncer-
tainty continues, these front-line relationships will
remain crucial.
It is important to understand how the broker role
will change because these relationships should be
maintained as a source of education and support for
consumers.
Suggestion
We suggest reaching out to employees through bro-
kers by offering educational materials to clients with
existing group plans.
This will encourage retention of employees who
may be making the switch to the exchange. These
materials will be branded with the “Take Charge.
Go Blue.” segment of our strategic messaging.
In a focus group of eight local brokers who work
specifically with Blue KC’s target audience shared
insight into how their role will remain as important
as ever. “[The exchange] will be very confusing
All quotes are from the broker focus group. for the individual and it’s going to
We will play a bigger role.”
41
42. Website Simplification
Education Center Update
With 80 percent of American adults online, Blue KC’s website is one of the
most important venues for communicating with customers (Pew 2011).
Currently, the site is well organized and informative, but a few adjustments
can increase return on investment.
“Education Center” Update
Updating the “Education Center” with a dominant visual will draw in
the user, prompting them to spend more time on the page.
• A scrolling banner’s movement will instinctively draw the eye
in, teasing the brain to be alert and connect the visual, text and
movement.
• The Wireframe on the opposite page provides a visual
representation of what the redesigned Education Center website
page would look like.
Quiz Integration
Blue KC must also Include the quiz used at PR events on this page of
the website.
• Having an interactive and fun educational tool will position Blue
KC positively in the consumer mind.
• Blue KC will make learning interesting and fun with these
interactive, easy-to-understand media.
42
43. BLUE KC
LOGO SEARCH BAR
The Wireframe
The wireframe to the right provides EXISTING BUTTONS TO OTHER PAGE CATEGORIES
a visual representation of how the
updated Education Center page HEALTH INSURANCE
should operate. Incorporating BASICS
existing design elements, such as the HEALTH PROSPECTIVE
Blue KC logo, search bar and category WELLNESS BASICS SCROLLING BANNER
divisions at the top of the page will VISUAL-- will change along
WEEKLY CHALLENGE
keep the design fresh and unified with banner tabs to the left
with the rest of the website. TERM GLOSSARY
WELL AWARE SUBHEAD TEXT DESCRIBING PAGE:
Become well aware about your health
and wellness. Read articles about
healthy lifestyles, nutrition, medical and
treatment updates and prevention.
GO BLUE EVENTS TESTIMONIALS
USERS GO TO
Get a quote Learn about Screenshot
YOUR WEBSITE TO from Blue KC upcoming and link to
DO SOMETHING. and TAKE events and testimonial
CHARGE. contests video sharing
page
MAKE IT EASY.
HOW MANY NEW HONDA CIVICS DOES A BROKEN TAKE
ARM COST? FIND OUT HERE. THE
TAKE THE BLUE KC INSURANCE QUIZ. QUIZ
GET THE FACTS. GO BLUE.
43
44. s
tion
hexagon solu
HEXAGON SOLUTIONS
solving your problems from every angle
We would like to give a special thanks to:
Blue KC Brielyn Dickerson Cheryl Kober David Gentile Denise Linville Diane O’Byrne George Weyrauch
Hyunjin Seo Jan Butin Jeff Browne Kim White Marilyn Rausch Matt Anthony Mike Swenson
Our classmates Our families and friends Our focus group participants Ramsey Moshen Rich Claussen
Rob O’Byrne Sherry Gibbs Skip Quimby Sue Johnson
The University of Kansas William Allen White School of Journalism
And everyone who has contributed to our campaign in any way
44
45. Bizi Ferguson Meghan Nuckolls
Social Media/PR Director Account Planner
bferg@ku.edu meghannuckolls@gmail.com
Hexagon
Solutions
Kathleen Kennalley Amanda Roberts
Creative Director Account Executive
kathleenkennalley@gmail.com alynr08@gmail.com
Josie Ho Lyndsey Carrel
Research Director Media Planner
josie_ho@hotmail.com lyndsey@ku.edu
45