When Care N’ Care wanted to try something new with their Annual Enrollment Period (AEP), they didn’t just change one thing. This Ft. Worth-based insurance company had aggressive goals and was willing to make changes to meet them. One of those changes was to hire Hall of Fame pitcher Nolan Ryan as their spokesperson.
They partnered with HackerAgency to develop and launch a multi-touch integrated campaign leveraging search, direct response television, direct mail, and inserts.
The result? From our Spanish bilingual targeting and creative to our freestanding inserts that drove to sales seminars, our goal was steadfast—every communication was purposeful toward meeting our sales and conversion goals—3,200+ enrollments.
To see the English version, scroll down to the final image.
Key features: Common variable data, targeted variable data utilizing tables for alternate content, and content localization into Spanish.
Copywriting & Creative Direction: Rachel Stevens; Design: Fallon McBride; Production: Julie Davidson
The mechanicals below show how variable- and target-specific variable data are set up for the vendor. Text shown in magenta with "<carets>" will be shared with all audiences, while the lighter purple text (with table flags) will be target-specific. Both sets of variable data will be laser-printed black, while the remainder will be printed via litho or digital—depending on quantities.
This example only has the Johnson Box, or "J-box," set up with a table, but sometimes, a letter may have ten or more bits of copy that need to have tables. The critical piece with tabling is to remember that the table content *must* match the exact width, point size, leading, etc., in the current letter content to ensure that it will print correctly and not adversely affect the layout by taking up additional space. The trick is that you must test all versions of the tabled content to ensure the space fits the content with the most characters, including spaces.
