Customer Appreciation Video - Ben Rangel
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Customer Appreciation Video

Background

The goal was to develop a campaign targeting employers’ milestone anniversaries (10, 15, 20, 25, 30+) and the brokers who continue to secure this business with Anthem. We want to leverage National Customer Appreciation Day and support Mental Health/SUD initiatives (Mental Health Month is May) with the foundation. Donations/giveaway that supports cause marketing will be focused on donations to the National Alliance of Mental Illness (NAMI). Ensure value prop messaging is tied. Focus on meaningful connections.

Why should the audience care? With the acknowledgment, we are offering a token of appreciation tied to mental health initiatives with the foundation. The past couple of years have been trying for everyone and as we return to ‘normal’ we should be celebrating successes.

Why will the audience find this valuable? The message is not sales-related, but rather gratitude and a positive focus on our partnership. Instead of gift cards or giveaways, we want the token to illustrate gratitude and focus on mental health.

The Lead

  • Specify the one takeaway, the most critical information, the purpose, and
    the value. Employers: We value their partnership and hope to continue it into another decade. Brokers: we value their commitment to Anthem and continue to influence their clients to not move to another carrier.

The Body

  • Specify the important information that supports what we say in the lead. Speak to the continual changes in the industry and evolve together. Our focus is on our employees, and improving technologies that influence better health care outcomes for members – they are a part of this, and we hope these are an on-going benefit of a partnership with Anthem. Illustrate the token we are offering on their behalf.

The Tail

  • Specify the least important information in the communication, including callouts. Close with we look forward to another set of years working with them (I.E., another decade, another 5 years – circumstantial to the client).

Storyboard Concepts