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Marsh U.S. Consumer

How to EnterCompany:Marsh U.S. Consumer, Urbandale, IA
Company Description: Marsh is a world leader in delivering risk and insurance services and solutions to its clients. Though leadership and innovation for clients and the insurance industry — introducing and promoting the concept and practice of client representation through brokerage, the discipline and globalization of insurance and risk management services and many other innovative tools and service platforms.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Outbound Marketing Program of the Year

Nomination Title: Marsh Price Chopper Voluntary Benefits

Tell the story about your organization's outbound marketing program since the beginning of July 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Marsh U.S. Consumer is a leading voluntary benefits provider to companies nationwide. Price Chopper, a provider of supermarket chains, partnered with Marsh in 2011 to transition some of their existing benefits to a voluntary platform as well as offer a variety of new products to its more than 11,000 full and part-time employees (called associates). Marsh packages its voluntary benefits offering by product mix based on the specific characteristics of the target audiences.

For Price Chopper, Marsh determined that a benefit offering including universal life insurance, accident protection, critical illness, auto and homeowners' insurance, financial counseling services and pet insurance would offer Price Chopper associates a variety of new and value-added benefits. Marsh determined that an integrated, multi-delivery channel marketing communications strategy would be best to reach the diverse response needs of Price Chopper associates. With a consistent brand and look across the campaign would get attention and help facilitate a clearer understanding of the products available, as well as help Price Chopper associates appreciate the value of the voluntary benefits program.

A new Price Chopper CoverEdge Benefits branding was created in which to package the persuasive copy and design for each channel. Consistent messaging was also employed across the campaign with a focus on these key messages:

•New CoverEdge benefits available
•Open enrollment period dates
•Schedule a personal meeting during onsite enrollment
•Ask questions about benefits during the meeting
• Enroll in coverage during the enrollment period

The Marsh Price Chopper integrated, multi-delivery channel voluntary benefit launch featured a variety of communications, including email, print materials, mailing, electronic messaging, paycheck messages, QR code, website and personalized enrollment meetings. These tactics were implemented according to the following timeline:

October 10 | Online scheduler email introduced the new program benefits and provided enrollment dates.

October 14 | Announcement postcard mailing provided more excitement about the launch of the new program, enrollment dates and to watch for more information coming soon.

October 17-24 | Electronic message boards announcement provided another channel to introduce the program and offer benefit/enrollment information.

October 17 | Announcement poster contained secret QR Code to reach those associates with smartphones. Online Reference Guide for Voluntary Benefits posted on the intranet provided brief benefit information. New, dedicated Voluntary Benefits website launched offering more detailed information.

October 20 | Announcement paycheck message announced the launch, enrollment dates, products and new website address.

October 24 | Brochures provided to associates attending enrollment meetings; Intranet posting and work email sent to associates about the launch and mandatory 1:1 meetings.

October 31 - November 2 | Electronic message boards messages reminding associates to sign up for their enrollment meeting.

November 3 | Paycheck message to sign up for enrollment meeting.

November 7 | Newsletter article in the Price Chopper's newsletter (The View) provides the benefit information in a news format.

November 17 | Paycheck message stresses enrollment ends soon.

November 21 | Reminder email was sent to all associates that the enrollment ends today.

The actual Price Chopper results nearly tripled Marsh's benchmark goals.

Marsh Benchmark Goals (Program objectives)

Policies 1,371
Participation rate 11%
Annual Premium $449,150
Cost $9,312

Price Chopper Actuals

Policies 3,825
Participation rate 31.5%
Annual Premium $1,565,450
Cost $8,627

Provide a brief (up to 100 words) biography about the leader(s) of the team that developed and implemented the nominated marketing program:

Tony Baldus is a SVP of Marketing. He has over 15 years of experience in strategic business planning and building/managing high-performance marketing teams.

Jani Van Deest is a SVP of Marketing joining Marsh in 1987. She provides direction related to all aspects of program communications and promotions.

Shelly Knutson joined Marsh in 1991. She is currently a manager in the Employer Benefits marketing team, responsible for all aspects of employee communications and product promotions for clients.

Ann Hetland joined Marsh in 2005 and currently holds the position of Sr. Marketing Specialist. She is responsible for the strategic and tactical execution of marketing projects.

Ira Lacher is a Copywriter joining Marsh in 2005. He writes, edits, designs and creates for numerous Marsh Voluntary Benefits clients.