Transformation To Acquisition
Challenge:
Reposition a 30-year-old, stagnant company toward hyper growth and eventual acquisition.
Solution:
Rebrand, integrate multichannel marketing, and "digitally amplify" company in more relevant, engaging, and humanizing ways.
Develop a compelling GTM strategy that dramatically heightens B2B sales and increases in B2B2C employee program enrollment and utilization.
Disrupt via an in-house agency model with a big thinking mindset, scalable process, and devotion to analytics/optimization.
Results:
In 4 years, LifeCare had approximately 7x revenue growth to become the #1 healthcare benefits provider in the country and getting acquired by an IAC company.
Website Redesign
Sales-focused, featuring videos, gamified utilities, interactive charts, proprietary content, and tailored edutainment for greater engagement and conversion. Live chat always standing by, ready to answer questions and convert visitors into qualified leads.
"Edutainment" – Video-based FAQs and gamified program recommendations.
Redesigned Sales Presentations
Under rebranding of all multichannel sales materials, ppt decks were transformed from clinical, copy heavy style to powerful, visually stimulating sales tools that helped increase conversion by 77% with quicker close times. Backed with video, animation, and sound.
Before – cluttered, clinical, typos
After – human, colorful, dramatic
Marketing & Sales Videos
With Mark's deep background in television and video, he led production and distribution of over 100 marketing videos annually, each tailored to varying target audiences including C-Suite prospects, HR leaders, clients, employees, social sites, and general public.
Email Campaigns
Enrollment campaigns tailored to client branding generated enrollment and utilization lifts as high as 400%. Sales campaigns with personalized, video enhanced landing pages generated 87% lift in prospects, 320% increase in engagement, and 63% lift in conversion.
Client-branded
landing page
Live Events
Custom-created experiential trade show and event booths across the country, drawing enormous crowds, unprecedented engagement, and prospect leads via big screen body-sensing gaming, digital signage, QR codes, music, and highly entertaining characters.
Robotic-like Zoltar fortune booths had lines of prospects 20 deep to have their futures told while getting special LifeCare fortune cards as takeaway items, generating even more crowds through word of mouth. Wildly successful beyond expectations. Mark even played Zoltar!
Redesigned brochures, flyers, posters, sell sheets, and post card mailers to be far more humanizing, colorful, and engaging via QR codes leading to sales and enrollment landing pages resulting in 300+% increase in response rates and 187% lift in conversion.
Before – gray, faceless, clinical, dull
After – human, happy, positive, optimistic
