BCBS Case Study – Module 11

Measuring the results of a communication plan is rather similar to measuring any PR relationship we’ve discussed before. Primarily, BCBS, (and BCBS-NH) want to ensure that:

    

    1.     Messaging is consistent.

a.     Meaning that all messages (advertising included) are conducted around a set of common goals. Whether that goal be to sell cars, or to restore the image of your insurance company in the eyes of your local (and national) publics.

    2.     BCBS-NH is more visible than their competition.

a.     See that the program works by ensuring that you’re getting more positive media coverage and exposure than those competing against, (or around) you, as measured by volume.

    3.     BCBS maintains a “better image” than the competition.

a.     Measure the improvement in your image by phone or intercept survey. Since this method can become cost prohibitive, BCBS-NH could also comb local media for goodwill generating coverage.

    4.     Get a local spokesperson

a.     A spokesperson that is consistent in their messaging will ensure that local franchisees like BCBS-NH get viable exposure. They will also help to ensure that the national offices and local franchisee are in sync with messaging – building customer loyalty and brand favorability when compared to the competition.

By using the tools above, BCBS-NH can ensure that their once tarnished image is being repaired in their local community. At the same time, BCBS national can ensure consistency in message with BCBS-NH through the likes of a spokesperson, communications officer, or some other corporate liaison or uplink.