ABOUT THIS PROJECT
This book contains The Verdi Group’s audit results of Excellus BlueCross
BlueShield U65 direct mail marketing programs executed in Q4 2013 and
Q1 2014 to Handraisers, Turning 26/Concerned Parents, Segment 2, and
Non-Converts. Each direct mail piece was thoroughly reviewed by a multidisciplinary team of direct marketers.
We completed this audit before reviewing quantitative results for the
campaign ending March 31, 2014. Preliminary results were shared by
Excellus; however, we deliberately chose to review the materials first,
without bias toward results.
We would like to state for the record that the work we reviewed is already
at a high level. We understand that this effort was created under extreme
pressure of time and resources, and with a lot of uncertainty in the
marketplace. Some of our comments are the result of 20-20 hindsight, and
others are opportunities that we see for testing, but we are impressed with
the work we reviewed.
Supporting email communications and Univera U65 direct mail were excluded
from this audit at Excellus’ request.
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