Florida Blue Medicare

Campaign Overview

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Leads Goal
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Leads Delivered

Campaign Primary Goal: To drive quality leads as direct calls and form fills for Florida Blue Medicare during the last month of AEP 2020 while increasing overall brand awareness and share of voice again competitors throughout the Florida region. 

  • Our combined print and digital strategy delivered a total of 1,277 leads for Florida Blue’s one month AEP campaign. This places us at 28% over the campaign lead goal of 1,000. 
  • We ran over 400 print ads throughout the designated markets in Florida, our total investment was over $1.5 million in ad cost.
Leads
  • Pay For Performance (PFP) delivered 501 total qualified calls at 30 seconds and above. We placed over 420  print ads throughout the designated Florida markets. We delivered 100.2% to goal with average call times deriving from your print ads at 12 minutes per call. 
  • Performance Digital as expected was the largest driver of leads within it’s two week run, delivering a total of  748 leads. We have also tracked 1,172 major web events, such as clicks, on “Learn More, Register Here, and Shop Now” buttons from the dedicated campaign landing page. The technology optimized toward driving leads at the best possible CPL. 
  • Branded Content,  performed well to educate the intended audience on AEP. We delivered over 15 Million promotional impressions,  41k views to your content and saw significant engagement with social post on Facebook. 
  • “Test Your Medicare Knowledge” Promotional Quiz delivered in full with 4,733 people clicking-through to interact with the quiz to-date, 33% of those that clicked have completed the quiz and received your bounce back email.  
  • Please note that the call tracking number for Branded Content and the Custom Quiz was implemented during the last week of the campaigns resulting in low reporting numbers.
EXECUTIVE SUMMARY

Campaign Primary Goal: To drive quality leads as direct calls and form fills for Florida Blue Medicare during the last month of AEP 2020 while increasing overall brand awareness and share of voice again competitors throughout the Florida region. 

  • Our combined print and digital strategy delivered a total of 1,277 leads for Florida Blue’s one month AEP campaign. This places us at 28% over the campaign lead goal of 1,000. 
  • We ran over 400 print ads throughout the designated markets in Florida, our total investment was over $1.5 million in ad cost.
SOLUTION HIGHLIGHTS
Leads
  • Pay For Performance (PFP) delivered 501 total qualified calls at 30 seconds and above. We placed over 420  print ads throughout the designated Florida markets. We delivered 100.2% to goal with average call times deriving from your print ads at 12 minutes per call. 
  • Performance Digital as expected was the largest driver of leads within it’s two week run, delivering a total of  748 leads. We have also tracked 1,172 major web events, such as clicks, on “Learn More, Register Here, and Shop Now” buttons from the dedicated campaign landing page. The technology optimized toward driving leads at the best possible CPL. 
  • Branded Content,  performed well to educate the intended audience on AEP. We delivered over 15 Million promotional impressions,  41k views to your content and saw significant engagement with social post on Facebook. 
  • “Test Your Medicare Knowledge” Promotional Quiz delivered in full with 4,733 people clicking-through to interact with the quiz to-date, 33% of those that clicked have completed the quiz and received your bounce back email.  
  • Please note that the call tracking number for Branded Content and the Custom Quiz was implemented during the last week of the campaigns resulting in low reporting numbers.

Pay For Performance Print Ads

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Total Ads
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Total Leads
Print Ad
  • As of Tuesday morning 12/8 total call volume was 501 total qualified calls at 30 seconds and above.
  • Averaging 12 minutes per call
  • Highest average reporting at 20.42 minutes in the Treasure Coast market
  • 82.04% of that total calls are over 60 seconds in length
  • 14% of the total calls are reporting at 40 seconds or less
  • As of December 8th we are sitting at 100.2% to goal. At the start of the campaign we averaged 12 calls per day. After ramping up, we averaged about 20 calls per day with the highest reporting at 55 total calls on December 7th. Also noticed 40 total calls on November 23rd. 
  • Updated creative (“Ending December 7th”) ran starting on December 4th.
  • With over 400 ads that ran throughout the campaign, our total investment was over 1.5 million in ad cost. 
HIGHLIGHTS
Print Ad
  • As of Tuesday morning 12/8 total call volume was 501 total qualified calls at 30 seconds and above.
  • Averaging 12 minutes per call
  • Highest average reporting at 20.42 minutes in the Treasure Coast market
  • 82.04% of that total calls are over 60 seconds in length
  • 14% of the total calls are reporting at 40 seconds or less
  • As of December 8th we are sitting at 100.2% to goal. At the start of the campaign we averaged 12 calls per day. After ramping up, we averaged about 20 calls per day with the highest reporting at 55 total calls on December 7th. Also noticed 40 total calls on November 23rd. 
  • Updated creative (“Ending December 7th”) ran starting on December 4th.
  • With over 400 ads that ran throughout the campaign, our total investment was over 1.5 million in ad cost. 

Performance Digital

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Total Impressions
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Total Clicks
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%
CTR
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Total Leads
Performance Digital

Optimizations Made During Last Week:

  • Reduced bids on keywords with highest CPL
  • Allocated more budget to Yahoo/Bing

Optimizations:

  • Added keywords for “top medicare plans for seniors” and other high-performing keywords. 
  • Reduced bids on low performing keywords
  • Added device-type bid modification +10% for desktop devices

Highlights:

  • Number of clicks resulting in an action decreased over time
    • Week 1: 38 clicks to lead conversion
    • Week 2: 20 clicks to lead conversion
    • Week 3: 13 clicks to lead conversion
    • Entire Campaign: 18 clicks to leads generated
  • Conversion Rate (percentage of clicks that result in a lead) has improved every week
HIGHLIGHTS
Performance Digital

Optimizations Made During Last Week:

  • Reduced bids on keywords with highest CPL
  • Allocated more budget to Yahoo/Bing

Optimizations:

  • Added keywords for “top medicare plans for seniors” and other high-performing keywords. 
  • Reduced bids on low performing keywords
  • Added device-type bid modification +10% for desktop devices

Highlights:

  • Number of clicks resulting in an action decreased over time
    • Week 1: 38 clicks to lead conversion
    • Week 2: 20 clicks to lead conversion
    • Week 3: 13 clicks to lead conversion
    • Entire Campaign: 18 clicks to leads generated
  • Conversion Rate (percentage of clicks that result in a lead) has improved every week

Branded Content

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Total Impressions
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Total Views
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Total Clicks
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Total Leads
Branded Content

Content Performance:

  • Over the last week of performance, with an increased focus on social optimizations we saw a dramatic lift in content reads.
  • WoW we had a 184% increase in reads on Article 1 and a 206% increase in reads of Article 2.
  • We finished the campaign with strong engagement especially through social media promotional drivers, surpassing most national benchmarks by quite a large margin.
HIGHLIGHTS
Branded Content

Content Performance:

  • Over the last week of performance, with an increased focus on social optimizations we saw a dramatic lift in content reads.
  • WoW we had a 184% increase in reads on Article 1 and a 206% increase in reads of Article 2.
  • We finished the campaign with strong engagement especially through social media promotional drivers, surpassing most national benchmarks by quite a large margin.

Promotions

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Total Impressions
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Total Opens
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Total Clicks
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Total Leads
  • 4,733 people clicked through to engage with the “Test Your Medicare Knowledge” promotional quiz. 
  • 154 of those who have landed on your quiz page have completed the quiz and received your bounce back email, 85 people opted into receiving information directly from Florida Blue?
  • Your custom quiz engaged the right audience in a unique way to drive awareness for Florida Blue’s AEP.
HIGHLIGHTS
  • 4,733 people clicked through to engage with the “Test Your Medicare Knowledge” promotional quiz. 
  • 154 of those who have landed on your quiz page have completed the quiz and received your bounce back email, 85 people opted into receiving information directly from Florida Blue?
  • Your custom quiz engaged the right audience in a unique way to drive awareness for Florida Blue’s AEP.
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