Client: Health Insurance for Federal Employees
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 craft a comprehensive SEO-first content strategy for their website and an email campaign funneled to customers and prospects. This likely enhanced traffic and conversion by ~15–25 %.
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 use content to differentiate the company 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 email funnel campaign and set up a calendar for their delivery to the different audiences at different stages.
Results: Over the last 3 years, awareness has increased and shown results during a key time period. The Open Season 2024 plan year placements surpassed the previous 2 years.