Allyson Schultz

Partner event series: EMblemHealth

Description:  In 2013, EmblemHealth focused its marketing approach on the new individual consumer market and especially young adults. Working with our brand agency Mullen (now Mullen-Lowe), we developed a strategic marketing plan that would connect the brand with this younger audience.  That plan included engaging experiential media company Flavorpill to organize an EmblemHealth "City Salutation" event series that highlighted our community roots by offering free yoga, Tai chi and Zumba at locations such as Brooklyn Bridge Park, Brooklyn Botanical Garden, MoMA PS1 in Long Island City and Bryant Park in Manhattan. 

My role:  As Manager, Enterprise Marketing, I led Mullen in all aspects of campaign development (i.e. brand strategy, creative & copywriting, media planning, results tracking) and served as project lead on-site at the events.  

Results: 

• Over 1,000 attendees and more than 100 leads
• Increased YOY brand awareness and favorability among adults 25-34