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Situation Analysis
Golden Rule Insurance has been a market leader in the development and sale of Health
Savings Accounts (originally Medical Savings Accounts). With the passage of legislation
making these accounts widely available, CRC developed a campaign to help Golden
Rule maintain its position as the market leader.
Strategy & Implementation
CRC developed a strategic communications program to demonstrate market need and
growing acceptance for HSAs. The messaging and geographic focus of the multi-tracked
program was coordinated with Golden Rule’s marketing team and targeted small business
publications, business editors at major newspapers, talk show hosts, opinion page
editors, and local television news programs.
Results
This year, Golden Rule has seen a 133% increase in HSA applications. They have appeared
on numerous local television stations including Philadelphia’s KYW-TV and Indianapolis’
WISH-TV. In addition, they have received coverage in a variety of publications such
as San Diego Business Journal, Crain's New York Business, Indianapolis
Business Journal, Los Angeles Times, USA Today, Boston Globe,
and The Washington Post and Golden Rule spokespeople have conducted hundreds
of talk radio segments in targeted markets.
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