PROGRAM
Oxford Health Plans needed to garner a higher level of brand awareness among Fortune 500 companies in the midtown NYC area. The goal was to increase the likelihood for corporate workers to choose Oxford during open enrollment. In order to do this Regatta developed an experiential event titled “Oxford in the Park” that allowed consumers to directly interact with Oxford representatives and medical providers. Bryant Park, a high traffic city park surrounded by numerous Fortune 500 companies, was chosen as the location. Over the course of the day, Oxford was “sampled” through a series of health stations that allowed one-on-one consumer interactions with Oxford member doctors as well as yoga, massage, acupuncture, nutrition, and women’s health sessions. The central focus was created with a large stage that presented Aerobic dance, yoga and an ongoing health facts & trivia contest. |
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RESULTS
The event drew over 5,000 people and enrollments from companies surrounding Bryant Park increased by 8% over the previous year. |
| Partnership Marketing
Regatta created a unique partnership marketing program that married top tier consumer electronic and automotive brands with the retailer. The team developed creative promotional offerings leveraging fashion trends. To date relationships have been created with brands such as Samsung, Volvo and Apple and high volume sales and store traffic have been reported.
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| Customer Relationship Marketing
To increase customer loyalty, Bloomingdale's wanted a program that would target its credit card holders and Regatta was tapped to help the brand to craft a plan that would sustain customer allegiance and increase card usage. By generating exclusive entertainment and travel packages and implementing new integrated marketing tools to reach consumers, membership increased significantly within the half of the year.
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