Health180 from Mitchell Insurance is a co-op insurance plan that pools together small businesses and provides additional healthcare service, including screening, advocacy, specialized provider pricing and re-insurance.
If none of that sentence made any sense to you, then you can begin to understand the communication challenge I faced.
Healthcare is complicated enough when you’re covering yourself. When you’re a business? Things enter a whole new world of complexity and regulation. Mitchell Insurance was looking to offer something unique to business owners – something that will save them money while keeping their employees covered as much as possible.
Southeast Missouri has one of the highest infant mortality rates in the country. To combat this, Bootheel Babies & Families turned to the affected communities for help. This campaign was designed to reach out to volunteers interested in joining a Bootheel Babies steering committee. These committees were tasked with identifying the root causes of infant mortality in their own community, then form a plan for reducing it once and for all.
There are only two certainties in life: death and taxes. While the latter doesn’t need any advertising help, funeral homes often do. But I didn’t want to associate the funeral home with death. Death is something we all want to avoid. Instead, I wanted to associate the funeral home with bright colors and an optimistic tone. Funerals are about celebrating someone’s life – and I wanted that uplifting message to carry through all Ford and Sons advertising.
For a little over a year, I worked in the marketing department of Home Decorators Collection. There, I wrote SEO-enhanced web content for their site, including product pages, category pages and specialized landing pages for targeted SEM campaigns. I also got to write emails and the occasional print ad.
As an intern for Rodgers Townsend in 2006, I was fortunate enough to be put on a team that worked on the AT&T/BellSouth merger campaign. One of my proudest moments as a young professional was coming up with the winning idea for the campaign, which was used online, in print and on TV.
For a year, I worked for Propper, assisting them with a rebrand (their first in about 40 years). I worked closely with the marketing team to develop the tone for the brand, implementing it on social media, in their sales materials and in their full-line catalog.