2008 Press Releases
DMW Worldwide Adds Interactive to Next Generation of “Graduating Seniors” Program for Health Insurance
WAYNE, Pa. — February 28, 2008 — College graduates have a lot to celebrate and many things to look forward to, such as more independence, a new job, and maybe even a move. However, it’s highly unlikely that health insurance is top-of-mind — if it’s even thought of at all. As part of the “invincible market,” young adults feel immune and don’t realize the potential benefit of having coverage for the “what ifs” in life.
DMW Worldwide LLC recognized the need for targeting health care coverage to this market. “We noticed there was a distinct gap in the understanding of young adults about the value of a health care plan,” said Linda Armstrong, Executive Vice President, Account Services. “While people in their 20s are less likely to become hospitalized due to illness, an accident can happen to anyone, and especially to active 20-somethings, who often play as hard as they work. Many of these young adults need insurance coverage since health plans often terminate dependent care upon age 18 or upon graduation from college.”.
As a result, in 2004, DMW developed a turnkey program dubbed “Operation Graduate” to assist health plans in targeting this market through the parents of the graduating student. Initially, the program consisted of direct mail and in-bound telemarketing. A colorful self-mailer, showing photos of graduating seniors and active young adults, was sent to the parents of college seniors in each participating plan’s marketing area. When the name of a parent was not on file, the mailer was addressed “To the Parents of” the student.
In 2007, an expanded variation of the program rolled out that included a drive in the self-mailer to a Graduating Seniors landing page. This interactive effort maintained each participating plan’s branding, and picked up graphic elements from the colorful direct mail piece.
The landing page layout drove viewers to request additional information via a tabulated click-through to the Under 65 product-information Website. For BlueCross BlueShield of South Carolina – a participant in the Graduating Seniors program since its inception the landing page resulted in additional sales at a significantly lower cost per sale than the direct mail, due to the direct quoting and coverage application process.
The 2008 Graduating Seniors program, now under development, is open to health plans nationwide. Program proposals this year will be processed through March 15, with mailings to coincide with graduations in late April and early May.
About DMW Worldwide LLC
DMW Worldwide is a full-service direct response advertising agency with offices in Wayne, Pa., and Plymouth, Mass. The ECHO Award-winning agency — which ranks 37th in the prestigious Advertising Age “Top 50 Direct Marketing Agencies” list &mash; provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Internet marketing. Industries served include insurance, financial services, consumer products, B2B, and non-profit. DMW’s Chairman and CEO, Warren Hunter, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW’s Website at www.dmwdirect.com.
About BlueCross BlueShield of South Carolina
BlueCross BlueShield of South Carolina is an independent licensee of the Blue Cross and Blue Shield Association.