Messaging:

Sign up for ProtectPlus through your CalCPA membership and pay up to 40% less for your firm's health care plan.

Strategy: Awareness

We pushed response programs out to both CalCPA member and non-member firms. We dropped the high-expense, low-return print ads and direct mail and shifted all advertising to online:

• Banner ads on calcpa.org and webcpa.com
• eNewsletter postings
• Offer-driven eBlasts to CalCPA members
• Co-branded, opt - in eBlasts to non-members who read webcpa.com
• Distributed ProtectPlus-branded widgets
• New Website - functions like a leads processing machine with robust tools like the Plan Finder that take prospects from interest through to purchase
• Social Media - stimulated high interest and dedicated following on the ProtectPlus Blog, Facebook, and Twitter