CLIENT Cigna
INDUSTRY Insurance
PROJECT Multi-Wave Integrated Campaign
APPLICATION Direct Mail, Creative Services, and Digital

Background
Cigna is a global health service company dedicated to helping its customers improve their health, well-being, and sense of security. Cigna also delivers health insurance plans for colleges that include, among many other benefits, affordable plan choices and 24-hour health assistance.

Project Goals
• Pique the interest of HR Prospects in Higher Education
• Build awareness of, and affinity for, Cigna as a thought leader
• Initiate webinar registrations
• Create consideration for Cigna benefits amongst this audience
• Generate business

Challenges
With all of the changes in the health care industry, there are volumes of complex information being sent to HR prospects in higher education and existing customers causing confusion and creating clutter.

TLF Approach
The Lift Factor developed a theme for the campaign with the goal of positioning Cigna as a thought leader. A program name and concept was developed to support the program goals and tie together each wave of the integrated campaign.

This multiple touch-point integrated campaign included a high-impact mailer, a landing page, several email touches, and a postcard.

As part of the fulfillment package, a book was sent to registrants which allowed for an additional opportunity to brand the experience. A book wrapper and bookmark were designed to highlight Cigna healthcare differentiators for the audience. This fulfillment package included a personalized letter.

Success
The high-impact direct mailer drove the highest response rates, outperforming the post card by 960% and the email by 280% proving that high-impact communications generate above-average results. The client also reported that the first email that followed the high-impact mail piece was their highest performing email of the campaign, supporting that high-impact can also improve the performance of email campaigns. At the conclusion of the campaign, The Lift Factor provided an in-depth results and insights analysis to Cigna which included recommendations for future campaigns.