For Immediate Release Contact: Allegra Craig, DMW 484-383-0069 acraig@dmwdirect.com   DMW Wins Gold and Silver PIMA Marketing Methods Awards

December 2, 2003 – Wayne, PA – Warren Hunter, president of DMW, a full-service direct response advertising agency based in Wayne, PA, announced it has received two Marketing Methods awards. The prestigious Marketing Methods awards, which honor the “best of the best” in insurance direct marketing, are presented annually by the Professional Insurance Marketing Association (PIMA). The 2003 awards presentation was made at the November MarkeTTech^SMSymposium held in Philadelphia, PA.

DMW and client BlueCross BlueShield of South Carolina won a Gold Award in the “Direct Mail One-Step” category for “Birthday Planner.” The objective was to educate South Carolina residents age 64+ about Medicare benefits to which they would soon be entitled; to instruct them as to how and when to apply for Medicare benefits; and to encourage application for BlueCross BlueShield supplemental coverage before their 65th birthday. 

To stand out from numerous Medicare supplement providers’ messages, DMW developed a jumbo mailing with a targeted and extremely compelling outer envelope teaser that included key events/inventions/fads from the prospect’s birth year. The fun facts have included everything from the Brooklyn Bridge to nylon stockings and SPAM®. The “fun facts theme” from the prospect’s birth year continues on the addressing piece, segueing into what the prospect can expect in the current year – primarily Medicare. 

The birthday program has become one of the most successful generators of new sales for BlueCross BlueShield of South Carolina. Since first developing the package for 1937 birth dates (turning 65 in 2002), DMW has updated the “fun facts” for 1938 birth dates (turning 65 in 2003), and has material ready for 1939 birth dates (turning 65 in 2004).

DMW and client Keystone Health Plan East/Independence Blue Cross won a Silver Award in the “Direct Mail Lead Generation and Fulfillment – Multiple Effort Marketing Campaign” category for “Better Value” and “Everything You Need.” 

The “Better Value” lead generation package was developed to position Keystone 65 as the plan that gives insureds better overall value for their health care dollars. Copy cites recent premium increase/benefit reductions of competitive plans as reason to consider Keystone 65. For fulfillment, DMW developed “Everything You Need” – a multi-pocket folder, designed and organized to lead the prospect through the sales process. 

DMW adds the PIMA Marketing Methods honors to its list of awards won this year, including the Philadelphia Direct Marketing Association (PDMA) Benjamin Franklin Awards for Marketing Excellence; the prestigious Telly Award; and the AXIEM Awards. 

DMW was also the recipient of the 2003 Best of PIMA Award for Excellence in Marketing. 

The Professional Insurance Marketing Association (PIMA) is the nation’s premier association for insurance marketers and consists of third-party broker administrators, insurance carriers, and allied business partners involved in the direct marketing of insurance products. Founded in 1975 as a not-for-profit organization, PIMA provides educational conferences, legislative updates, networking opportunities, publications, and manuals to all those whose primary business is insurance marketing. 

The Marketing Methods Awards competition, which is open to all PIMA members, is judged equally on three elements: marketing strategy, creative strategy, and results. There are 10 categories designed to evaluate a wide range of insurance marketing programs. Category winners become participants in the ultimate competition for the “Best of PIMA Award for Excellence in Marketing” to be presented at the 2004 Annual Meeting, February 19-22, 2004, at the Westin Rio Mar Beach Resort near San Juan, Puerto Rico. 

About DMW
DMW is a full-service direct response advertising agency with offices in Wayne, PA, and Plymouth, MA. The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Website promotion. Industries served include consumer products, financial services, B2B, non-profit, healthcare, and insurance. Warren Hunter, president of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com . Visit DMW’s Website at www.dmwdirect.com .