Reimagining the state of well-being for Vermont
Blue Cross and Blue Shield of Vermont is the state’s only local, not-for-profit health plan. Facing a barrage of new competition, we developed a new brand identity and plan offerings to help BCBSVT challenge the newcomers from out of state.
Building on audience, market, and client research, our team developed a new brand architecture for Blue Cross and Blue Shield of Vermont — including mission and vision statements, core differentiators, brand personality, brand story, tone of voice, and a style guide.
Our new branding led to a 16% increase in overall brand perception, leading Vermonters to view BCBSVT as significantly more ethical, innovative, trustworthy, inclusive, supportive, thoughtful, and less confusing. The brand voice was perceived to be clear, direct, truthful, empathetic, inspiring, straightforward, and uniquely Vermont.
Putting the newly refreshed brand into action, our team developed an omni-channel enrollment campaign, including search, social, websites, video, print, OOH, direct mail, brochures, and enrollment guides. We crafted a complete customer journey, integrating touchpoints to increase awareness, spark interest, and drive action.
Digital
We developed bespoke landing pages, emails, social posts, search, and display ads based on detailed insights to help guide the audience through the funnel.
To compliment our digital efforts, we used our new brand guide to create OOH, direct mail pieces, print ads, a handy “Know Before You Go” brochure to help folks get more out of their visits to the doctor, and a robust new enrollment guide.
