Press Release

Bluegrass Family Health Wins "Double"

FOR IMMEDIATE RELEASE:

Bluegrass Family Health, headquartered in Lexington, KY, sent this business "link" to statewide brokers, inviting them to a morning meeting featuring industry updates, a luncheon, and an afternoon golf tournament.

The invitation alone garnered a 43% response. With 306 invitations mailed, 131 brokers participated in the event. Those who did not play golf could attend the morning meetings and an enjoyable luncheon.

AD-SUCCESS Co-Owner Sharalee Scanlon originated the campaign design. The goal was to announce Bluegrass Family Health's Annual Broker Meeting. The meeting in the past was a half-day event. This year the golf tournament was added, but the challenge was to keep the business meeting meaningful and attractive while adding the golf event. The topics covered in the morning meeting were the key to its success - Bluegrass Family Health's new broker bonus program, new products, and new broker web tools, were among the topics for the day.

Of the afternoon golf participants, 100% attended the morning meetings. In addition, the morning meeting was attended by more than 20 brokers who were not golfers.

Since the event was statewide, attendees traveled up to 3 hours each way to attend.

AD-SUCCESS Graphic Designer Lauren Sellers created the three-dimensional design, and did the interior illustration. The exterior of the piece emphasized the title of the meeting, since the broker community was familiar with the annual event. The piece then opened to "unveil" the additional golf portion of this year's event.

According to Bluegrass Family Health, this was their most successful broker meeting in their ten-year history.

FOR IMMEDIATE RELEASE:

In 2003 Bluegrass Family Health, headquartered in Lexington, KY, invested heavily in e-health password-protected website areas to provide customized information to members, brokers, and providers. The new Internet capabilities were successfully communicated to target markets with traditional tactics, but to encourage usage, more than a simple tri-fold brochure was needed. The communication tool designed was one that relied on the old adage "a picture is worth 1000 words."

Although the web portal design was intuitive to Internet-savvy consumers, it was important to outline each step of the process so that every member, doctor and employer had the same opportunity to use these new tools.

The strategic design of the publication was developed by AD-SUCCESS Owner Sharalee Scanlon. The overall booklets follow the same simple format, but since each target market (members, providers, and employers) had a web portal that was customized for their needs, each booklet had to include customized information and screen shots.

AD-SUCCESS New Media Director Ken MacSparran worked closely with Verilet, the web portal developer, to customize the screen shots used in the brochure, since any actual information would be confidential. MacSparran also developed the MyBluegrassInfo logo which is used on all of Bluegrass Family Health's information about their web portals. MacSparran developed the graphic design of how the MyBluegrassInfo logo would appear on Bluegrass Family Health's traditional web site.

Initial print quantities were 50,000 member booklets, 3,000 employer booklets, and 15,000 provider booklets.

The format was so successful and well-received that when Open Enrollment for State Government Employees was complete, a customized version of that additional web portal was developed for that target market.