Do Traditional Campaigns Still Work?
Stoltz Marketing Group
Thursday, October 20, 2011
In July, SMG helped Blue Cross of Idaho plan and execute an integrated campaign to get BSU and ISU students to switch from the Student Health Insurance Plan (S.H.I.P.). The “Waive S.H.I.P.” campaignincluded a mobile billboard that circled campus, radio, newspaper, online advertising, as well as street teams on campus who handed out 1,000 blue foam hands. See the full campaign here. In a matter of weeks, 685 students applied online. Blue Cross of Idaho reports that the campaign also boosted sales of their other products. According to the company, it was their most successful summer for new applications ever. The lesson? Highly targeted campaigns with a specific offer deliver great results.