How I transformed Ensurem
Taking on the new role at Ensurem, I was excited by the opportunity to help them reach their full potential. The CMO and I discussed areas for improvement, including the website's effectiveness in conveying the brand and offerings. We agreed to start with a website refresh while building a comprehensive redesign to ensure a smooth transition.
Before I joined Ensurem:
Before I joined Ensurem:
Ensurem's Temporary Facelift :
Hitting the ground running at Ensurem, I prioritized refreshing the website. My vision was to shift the visuals towards a more engaging, lifestyle-oriented approach, replacing generic "smiling faces" with imagery that reflects the brand's values. Additionally, I advocated for incorporating user ratings, integrating informative articles and resources, and revamping product pages and the footer to improve user experience and information accessibility. Looking ahead, a key element of the complete brand overhaul would be the integration of Agent E, a DTC (direct-to-consumer) tool. This innovative tool would leverage robust logic to recommend personalized Medicare plans to users, further streamlining the customer journey.
The Final Ensurem Rebrand:
The Ensurem rebrand wasn't just a website refresh; it was a holistic transformation.
- Data-Driven Design: We conducted in-depth research and group studies to define a new color palette that resonated with our target audience. Data analysis revealed a dominant female demographic, leading us to partner with Denise Austin, a health and fitness icon nearing 65, who perfectly embodied our brand's emphasis on healthy living.
- Resource Hub: Beyond traditional Medicare information, we wanted Ensurem to be a trusted resource. We integrated informative articles, healthy recipes tailored to specific medical conditions, and engaging content - all within the framework of user-friendly website. We also created downloadable guides, accessible through our website and social media channels, to provide users with in-depth information about products and navigate their Medicare options with clarity.
- Omnichannel Marketing: To reach a wider audience and engage both current and prospective customers, we expanded our marketing efforts beyond digital channels. We developed captivating direct mailers, informative newspaper ads, and targeted doctor's office postcard takeaways, creating a cohesive brand experience across all touchpoints.
- Retention Focus: We prioritized retaining valuable customers through strategic efforts. This included the development of a captivating newsletter to foster deeper connections, and the launch of informative and engaging content that addressed specific health needs.
- Digital Powerhouse: Recognizing the digital core of our business, we placed a strong emphasis on crafting compelling digital advertising campaigns. We meticulously designed targeted landing pages and optimized conversion funnels to ensure a seamless user experience and maximize lead generation. Our ability to manage and analyze hundreds of campaigns simultaneously allowed us to constantly refine our approach and achieve optimal results. The organic and paid lead generation efforts, to optimize landing pages, sales funnels, and lead capture forms integrated with Salesforce, resulting in increased conversion rates. ($2 Million Monthly Media Spend) Leveraging our data analytics and data tools, enhanced organic lead generation and conversion through website overhaul & social media presence. Overall the company saw 118% growth in media and vendor revenue between 2020 and 2023 while only increasing direct costs by 38%
- Influencer Brand Awareness: Launched audience-driven marketing initiatives, and campaigns with Denise Austin, the author and creator of Fit Over 50, who was turning 65 and was of the perfect age to sign up for an obtain Medicare benefits.
- Senior Facing UX/UI: We strayed from some established industry standards in our design, but with great success for our target audience of seniors. Our research, including group studies and A/B testing, revealed that seniors prefer large, bold titles and prominent CTA buttons. This user-centered approach led to the best practices we're implementing moving forward.
Email/Newsletters
We boosted customer engagement through a multi-pronged approach:
- Enhanced email marketing: We revitalized our email communication, making it more engaging and informative for our customers.
- Revamped SMS engagement: We updated our SMS outreach to ensure it's timely, relevant, and drives desired actions.
- Launched a captivating newsletter: We created a captivating newsletter that complements our "Join Our Community" section on Ensurem.com, providing valuable content and fostering deeper customer connections.
Downloadable Guides:
Print Design
Additional Digital Efforts
|
|
|
|