WHAT WE LIKE.
• Excellus brand palette is featured prominently on all direct mail pieces.
• T26 letter to parents is clear that, while the 26-year-old ultimately makes the
decision, parents can support the process.
• T26 members and nonmembers are given the opportunity to request the Exchange
Guide Booklet before this piece is mailed to help to identify those who are
engaged.
• Segment 2 Q1 communications are more deadline-driven than Q4.
As we reviewed Excellus’ direct marketing campaign materials, we identified some
POTENTIAL ENHANCEMENTS that cut across all segments. They are aggregated
here, and may be repeated in detailed sections that follow.
Vary graphics at the individual level vs. version level.
• Customize photographs to be age/lifestage/ethnically appropriate; skew
diversity in favor of recipient’s ethnicity, where possible.
Maximize personalization opportunities using variable data.
• For example, apply known demographic information such as age or family
status to drive messaging, images, and offers.
Apply Excellus BlueCross BlueShield branding more prominently on every piece.
• For example, Excellus logo featured on each page in Exchange Guide Booklet,
and in particular as header on cover letter from James Reed.
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