End of Year Campaign
Campaign Name:
The Gift of Peace of Mind
Target Audience:
Wide demographic (ages 35-70, singles, couples, families) with a focus on those living far from trauma centers and travelers.
Challenge:
Convey the reality of needing emergency air medical transport, highlight the financial risk of uncovered costs, and overcome holiday season marketing saturation.
Solution:
Offer multi-year memberships at a 20% discount to encourage planning ahead and lock in savings before a price increase in 2023.
Execution:
The Gift of Peace of Mind
Target Audience:
Wide demographic (ages 35-70, singles, couples, families) with a focus on those living far from trauma centers and travelers.
Challenge:
Convey the reality of needing emergency air medical transport, highlight the financial risk of uncovered costs, and overcome holiday season marketing saturation.
Solution:
Offer multi-year memberships at a 20% discount to encourage planning ahead and lock in savings before a price increase in 2023.
Execution:
- Tailored messaging across email, landing pages, website pop-ups, social media ads, and organic posts.
- Theme: "From Our Family to Yours," presenting offers as holiday gifts.
- Positive, family-oriented imagery and upbeat tone to encourage smart planning without scare tactics.
- Clear communication of savings and promise of long-term peace of mind.
- Social media: 2,626,883 impressions, 6,937 clicks, 0.26% CTR
- Email: 32.18% open rate (prospects), 44.66% open rate (members), 2.56% click rate, 3.13% CTOR (prospects), 1.01% click rate, 5.73% CTOR (members)
- Display: 0.25% CTR, 6,480,462 impressions
- Paid search: 2.06% CTR, 1,087,614 impressions
