Awards season is back for 2021 and Direct Choice is off to a strong start. Last week, our team attended a virtual presentation of the Philadelphia Direct Marketing Association’s Benjamin Franklin Awards (AKA Bennies) via Zoom. Other than the “Creative Only” category, these awards are judged based on a blend of marketing strategy, creative and response metrics. Direct Choice was recognized with awards in four categories:
Integrated B-to-C Winner: Blue Cross of NC Medicare Advantage Campaign. While face-to-face sales were made impossible by the pandemic of 2020, this campaign managed to drastically increase direct sales and decrease the cost per sale. The campaign included traditional direct mail and DRTV together with new social media strategies for highly targeted marketing.
Broadcast (TV or Radio) Campaign Winner: Blue Cross of NC Medicare Advantage DRTV: As part of the above campaign, we expanded our DRTV efforts with a new spot that leveraged the localized power of the brand while emphasizing that consumers could enjoy the benefits of a premium brand for $0 monthly premium. In short, we made the paradox of high quality and zero cost believable and attainable.
Creative Only Winner: ELAP Imagine Health Member Kit. Although the success of our member guide could not be quantified by leads or sales, it’s impact on communicating key benefits to members was clear. It took the drudgery out of learning how Imagine Health delivers consumer-driven health care with price protection and enabled members to make informed choices.
Direct Mail B-to-B Winner: Broadridge “Moving Health Forward”. Designed to capture the attention of C-Suite executives, our premium box mailer created awareness of a new solution from a well-known brand. More importantly, it opened doors for sales consultants to engage with key prospects.
We are excited for our clients and our Direct Choice team whose vision, marketing savvy and creative chops made it all possible. And of course, special thanks go out to the Philly DMA for bringing back the Bennies and recognizing the amazing accomplishments of all who entered.