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Mobile campaign creates valuable
connections for Kaiser Permanente.
This
summer, wellness went wireless with a little help from Crosby.
To build a highly targeted database of young "health-seeking"
Federal employees for Kaiser Permanente, we launched the Mobile Wellness
Coach. This opt-in program delivered daily
health tips, recipes and more directly to Federal employees' cell phones.
The integrated campaign included print, outdoor, transit, radio,
e-newsletters, emails, mobile web pages and online banners. Playful
messaging such as "Get a healthy buzz." prompted viewers to
sign up for the daily branded content as well as link through to more
information.
In just three months, the campaign generated nearly 1,000 new
Kaiser Permanente prospects. Just as important, a fully automated system
allows us to communicate with these prospects via cell for ongoing
marketing outreach and relationship building.
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"We needed to connect
with young, active Federal employees. Crosby’s
Mobile Wellness Coach campaign made great use of new media.”
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Keith
Montgomery,
Director, Marketing
Communications
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·
Crosby
Wins Seven PRSA National Capital Chapter ‘Thoth’ Awards
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