Campaign Goals

• Generate marketing-qualified leads to pass to sales department to sell policies.
• Increase overall awareness of WPS Health Insurance.

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What we did:

• Write detailed but open-ended RFPs for TV vendors.
• Solicited TV and OTT/streaming TV proposals from every TV station in Wisconsin.
• Analyzed proposals, created high-level summaries.
• Negotiated with TV sales representatives to adjust before we present final recommendations.
• Make recommendations and guide client on stations to select.
• Adjusted winning proposals, booked, and confirmed the placement.
• Utilized data from the sales cycle, direct mail drops, CRM, market research and more to identify and plot out the most important times to have mass marketing presence.
• Aligned our campaigns to all of the information we have available to us and what we know about how their ideal customer operates within the sales cycle.
• Trafficked the client-produced TV spots to maximize their impact.
• Monitored delivery of spots, approving make goods and other program changes.

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The results:

• This TV campaign is the main mass marketing strategy that supports a larger marketing calendar (including direct mail and digital marketing). It supports increasing their sales-qualified leads and in turn increasing their sales every year since we've been on air.
• Every year, we've evaluated awareness of WPS through market research. The most recent study showed a 27% increase in unaided brand awareness and an impressive 43% ad recall on their ads.
• In 2022, we had a 74% increase in sales over an already record year.
• Since 2018, sales have grown 220%.