DYNAMIC MARKETING PROFESSIONAL
Businessolver
MyChoice(R) Market D2C Product Launch
Strengths flexed: Visionary
Background
With the dramatic changes taking place in the workforce during COVID-19, individuals in transition from their employer-sponsored coverage needed help navigating the murky waters of benefits. MyChoice Market was a B2B product that was repurposed for D2C in a matter of weeks. It was designed to provide peace of mind with trusted guidance and seamless coverage transition, delivered through an easy experience. Timing was critical to build a GTM launch plan — despite the challenge of a $0 marketing budget.
My Approach
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Focus on organic active outreach (word-of-mouth) and passive promotion (wide-net social sharing & PR)
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Run UX/UI testing, identify targeted industries, geographics and build supporting messaging under the key theme: Bridging the gap
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Develop internal task force to drive engagement across organization and leverage success stories solicited from Businessolver employee referrals
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Partner with existing MyChoice Market carriers in cross-marketing promotion by arming them with a toolkit of assets to push through their channels and drive traffic to mychoicemarket.com
Impact
50%
increase in MyChoice Market usage
in first month of launch
Double YoY
projected revenue
at time of departure
$1 Million
in revenue
in first year