With health care costs and controversies dominating the news, one important differentiating factor for BlueCross BlueShield of Florida is almost always overlooked. BCBSF is a non-profit organization. As such, they needed to analyze their sponsorship portfolio to increase the efficiency of their investments. Working with the client’s advertising agency, Draftfcb Chicago, BCBSF enlisted 361° Experiential to analyze, value and enhance its existing portfolio, while also defining a corporate sponsorship strategy and actively seeking out new opportunities in the marketplace.
By applying insights derived from our proprietary tool called the Sponsorship Assessment Matrix, 361° Experiential outlined the strengths and weaknesses of partnership in BCBSF’s portfolio. We provided detailed recommendations for improvement and identified new opportunities with potential partnerships. It was a strategic plan that, importantly, included action steps to execute for consumer involvement.
The kick off took BCBSF’s show on road with the “Florida Blue Tour,” traveling to markets across the state while engaging attendees with free health screenings and massages, plus interactive in-person activities like touch screen trivia and a Nintendo® Wii® active gaming experience.
Concurrently, “Blue U”—a mobile health, wellness, and fitness experience, traveled to the state’s major golf, tennis and related events. At the NASDAQ Tennis Tournament, Blue U was a big hit by offering health screenings, tips from tennis pros and a sales area for consumer-agent interaction.
Meanwhile, 361° Experiential renegotiated Blue Cross Blue Shield of Florida’s pre-existing agreement with the Miami Heat in order to create an integrated promotion called the “Health Tip Challenge.” This program increased the sponsorship value, improved BCBSF’s in-game presence, enhanced consumer interaction and increased the brand’s point of difference versus the long list of Heat sponsors. Health Tip Challenge spawned sales-lead generating initiatives, increased media extensions of the sponsorship, developed a relevant health-oriented tie and established metrics to measure ROI.
Customer retention increased by 25 percent, while newly enrolled customers exceeded goals by 77 percent. Plus, BlueCross BlueShield of Florida received a measured lift in its overall brand image. All of this was accomplished during an extended period of change and challenge in the healthcare sector.
- Sports: Blue Cross Blue Shield of Florida
- Mobile: Blue Cross Blue Shield of Florida