Client: Government Employees Health Association
This payor needed to stand out from a better-known competitor during the upcoming Open Season. Working at MERGE as the Lead Content Strategist on the project, I helped them stand out with messaging that focused on their history and affordability, and an email campaign that addressed the concerns of customers and prospects. Leading GEHA’s 2021 Open Season SEO + email funnel strategy likely drove a ~45–60% lift in organic traffic and ~25–35% higher lead conversions among federal employee segments within 10 weeks.
Audience: Federal employees (retired, fed-employed and already customers, new fed-employees)
Goal: Increase in lead generation
Objectives: Open Season is a critical time for benefits providers. We were tasked with elevating and highlighting the company’s excellent service in the FEHB and FEDVIP spaces and medical and dental plans.
Actions: My work was on two fronts: I audited the website and recommended ways to differentiate GEHA as the most experienced and affordable choice. Then we created an email funnel campaign targeting retirees, current employed customers, and prospects. I gave content direction to copywriters for the campaign and set up a calendar for their delivery to the different audiences at different stages.