Allyson Schultz

Brand CAMPAIGN Testimonials: EmblemHEalth

Description:  In 2014 EmblemHealth launched a new brand campaign platform titled, "Legacy of Care." The integrated marketing campaign showcased EmblemHealth's history of caring for the community and its multi-generational ties to a diverse range of New York families. It included a 60s "Manifesto" TV spot, two family-specific 30s TV spots and targeted ads across outdoor, radio, digital, mobile, social and print.  

My role:  As Manager, Enterprise Marketing, I collaborated with our Market Insights team to conduct focus groups, member surveys and brand trackers that informed brand strategy. Subsequently, I led our brand team and agency, Havas Worldwide Strat Farm, in all aspects of campaign development (i.e. media planning, creative development, production & tracking).  

Results: 

• The campaign ran for two years and increased consumer brand awareness to 75% and brand favorability to 50%
• Introduction of a Spanish-specific version of TV spots in Y2 (2015) generated a 20% increase in YOY consumer brand awareness among Spanish-speaking audiences
• The campaign also increased EmblemHealth employee satisfaction, as measured by qualitative analysis of Glassdoor surveys and employee feedback groups