Deploying a Strategy to Overcome Internal Concerns
MARKETING STRATEGY AND COMMUNICATIONS PLAN DEPLOYMENT TO OVERCOME EMPLOYEE CONCERNS
CLIENT
Manufacturers Association for Plastic Processors, MAPP
KEY SERVICES
Marketing Strategy, Brand Development, Key Messages
THE CHALLENGE
MAPP, the Manufacturers Association for Plastics Processors, is a national non-profit trade association for plastics manufacturers that serves more than 450 member companies representing more than 45,000 employees. In response to member concerns around rising health insurance costs, MAPP, in conjunction with a few strategic partners, recently developed a captive health insurance plan to help members better control their health insurance costs. MAPP enlisted Waypoint to develop the plan’s name, key messages, logo, icons, and supporting marketing launch strategy and materials, including a communications plan, website landing page and printed collateral.
OUR APPROACH
We first conducted an in-depth discovery session with the client, to better understand the details of the program, the impetus behind its creation, and the benefits it brought to MAPP members. The primary objective of the initial launch was to entice members to adopt this new type of insurance program, so there were some barriers to adoption that would need to be addressed and countered.
The next step in the process was the development of a name for the program. The name needed to be applicable to a large and varied group of member companies, and it had to convey peace of mind, access to a better alternative, and the power of community. After brainstorming internally and with the client, WayPoint offered a short list of options and the client ultimately chose Captiv8. The “Captiv” part of the name was a nod to the new insurance plan structure, a captive insurance plan. The numerical “8” reinforced the eight key benefits of the plan: protection, flexibility, better benefits, cost savings, data, intellect, strategy, and trust.
Once the product was named, the creative team began work on the logo and corresponding icons. It was important to the client that the logo to convey many of those key benefits, especially protection and trust. After a few rounds of iterations, they chose an option with a strong, bold font, and a green and black colorway.
As a final step to the first phase of the launch, we helped to design a landing page that included key information on the program, including a basic explanation, the list of the eight key benefits and a PDF form that could be filled out and submitted for more information. We wanted to make this landing page easy to find and access, so the link was placed at the top of the page and matched the green color of the logo.
The plan was introduced at MAPP’s annual Benchmarking and Best Practices conference, and to drive interest in the program and capture lead contact information, we developed a double-sided postcard that was placed at each of the 500 seats at the conference. The postcard matched the aesthetic of the other materials so attendees could make a visual connection to the program, and included a QR code which, when scanned, took the user directly to the landing page.
With these initial assets developed and public, MAPP is now ready to move to phase two of the launch, where they plan to expand the program to include more member companies. With solid key messaging, clear benefits, and cohesive supporting assets, they are well-positioned to take the Captiv8 program to the next level.
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