Brand | Cool Marketing: work, Benefit Resource

Benefit Resource

Benefit Resource is a third-party administrator of tax-free benefit plans. Their Flexible Spending Account Plans and Transit Plans feature innovative electronic card technology that's vastly superior to the competition's solutions—some of which still involve clunky paper vouchers or cash reimbursement. The only question—how to let people know about the great eTRAC® and eFLEX™ programs? We began with foundational product brochures, and added some promotional pieces and direct mail campaigns. The results were impressive enough that Benefit Resource commissioned us to write a comprehensive marketing plan. We're just now beginning to roll out the various campaigns associated with that plan—so after you've checked out this batch of work, check back often!

Learn more about Benefit Resource by visiting their web site.

Benefit Resource Flexible Spending Account Brochure

Benefit Resource sales representatives sell directly to human resource executives, but the final end users are the employees who deduct pre-tax dollars from their paychecks to pay for medical and dependent care expenses. Higher levels of employee participation mean more tax savings for the companies who offer the plans, not to mention happier and more loyal employees. That's the approach we took with this brochure, featuring an exuberant crowd of employees who've just discovered their employer has switched to Benefit Resource. The 12-page brochure detailed all of the advantages for employers and employees alike, and made sales calls more consistent—and effective.

Benefit Resource eTRAC® Commute Brochure

This foundational sales brochure for the company's pre-tax transit benefit program features our new name for the program—eTRAC® Commute. We put some happy, maybe even "falling in love" commuters on the cover, trumpeted the "tax-free, hassle-free, worry-free, paper-free, risk-free commute." The 8-page brochure detailed benefits for employers and employees alike and brought needed consistency and effective sales messages to sales calls.

Sales Brochure 3

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Benefit Resource OTC Drug Promotion

One of the employee objections to federally regulated Flexible Spending Accounts had been the "use it or lose it" problem—if employees didn't encounter the medical or dependent care costs they'd anticipated, they forfeited the balance of funds they'd set aside. When the federal government loosened the rules to allow over-the-counter drugs to be included as qualified expenses, "use it or lose it" became easier to avoid. We announced the change with this poster and payroll stuffer aimed at encouraging employees to sign up. "Save 30 to 40 percent on this year's cold and flu season!"

Promotional Campaign

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Promotional Campaign 3

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Benefit Resource eTRAC® Email Promotion

Human resource executives have easy email access to their employees. We took advantage of the promotional channel to create this HTML email campaign. We calculated the average tax savings and suggested that signing up for eTRAC® was as good as finding $480 under the seat cushion of your train. The email message contained links to the Benefit Resource web site.

Benefit Resource Co-Worker & A Movie Promotion

We took advantage of "champions" within participating companies—people who had signed up for eTRAC® and were willing to spread the word to their fellow employees. In this email campaign distributed via human resource executives, we sweetened the pot with this offer of free movie tickets for every colleague who signed up based on their referral. "Co-workers don't let co-workers pay full fare!"

Email Campaigns 3

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Benefit Resource eTRAC® Direct Mail—#1

This attention-getting direct mail campaign was versionalized for Chicago, New York City, and Boston. In a series of three mailers, we used off-the-wall photos of business people struggling to commute and suggested that eTRAC® would make their lives a LOT easier. Each piece included an offer that waived the first month's card fees if human resource executives signed up a specific date.

Benefit Resource eTRAC® Direct Mail—#2

Benefit Resource eTRAC® Direct Mail—#3

Benefit Resource eTRAC® Enrollment Flash Movie

Benefit Resource staff can't make it to every employer's open enrollment meeting. We created this foolproof Flash movie to stand in for a sales rep—it starts out with 30 seconds of high-energy, TV-commercial-quality marketing messages and then includes a detailed but compelling discussion of how much money employees will save and how easy it is to do. The movie is so popular and effective that it's played even when sales representatives can make it to the meeting. This year we'll extend its reach by making it available during live Webex meetings.

Benefit Resource FSA Enrollment Flash Movie

This is the FSA version of the Flash Movie we created for eTRAC®. It's played for employees during open enrollment meetings, and combines just enough sizzle and detail to increase participation rates.

Flash Presentations 3

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Benefit Resource POP Banners

During open enrollment season, Benefit Resource sales reps often staff a registration table in company cafeterias. How to lure people from the mac-and-cheese line? These colorful, life-size roll-up banners (which roll down to a tripod-size package that's easy to transport) do the trick.

Trade show Banners 2

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Trade show Banners 3

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Radio Campaign 1

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Radio Campaign 2

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Radio Campaign 3

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Any Type 1

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Any Type 2

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Any Type 3

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