VSP's fall enrollment campaign takes to the social Web

RANCHO CORDOVA, CA: VSP recently launched a social media campaign to influence its members, and educate non-members, about the company's eye care plans during the fall open enrollment period.

RANCHO CORDOVA, CA: VSP recently launched a social media campaign to influence its members, and educate nonmembers, about the company's eye care plans during the fall open enrollment period.

The company is using a corporate blog, Facebook, YouTube, Twitter, and Flickr to drive users to a microsite it developed with Lewis PR, which was hired in June for the effort, said Ken Stellmacher, director of consumer marketing for VSP. The campaign opened August 24.

VSP, which is based in Rancho Cordova, CA, provides services to 100 health plans and has more than 4,000 employees.

“Our research indicated that a huge proportion of our members are avid social media users,” he said. “We want to engage, educate, and influence enrollment decisions.”

The “See Much More” campaign targets all of its 55 million members, but focuses specifically on women, aged 35 to 55 years old, who are the eye care decision makers, said Lucy Allen, SVP of global account servicing for Lewis PR.

“Our goal was really to find a way to engage with those people and get across some basic points about eye care,” she said. “Any employee who has access to VSP through their employer is relevant … We had to come up with content that would be interesting to a range of people.”

The PR team is also providing bloggers with information and promotions about eye care and is reaching out to employees and its 26,000 network doctors about the campaign, said Stellmacher. The fall enrollment period began in August and ends in November.

“Other campaigns may have an online component,” he added. “But this year our efforts have a heavy emphasis on social media.”

Lewis PR won the six-month account, following a competitive bid. Two other agencies pitched the final round although Stellmacher did not disclose their names, nor the budget.

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