Integer Dallas, Fleishman Hillard to Tout BenefitMall.com Prices
DALLAS - Two Omnicom agencies teamed up to win the first-time advertising account of Benefit-Mall.com, an online group insurance quoting service here.
Integer Dallas will assume the brand advertising portion of the business, with estimated initial billings of $3-5 million. The local office of Fleishman Hillard will handle the client's public relations.
The media mix will include Web-based advertisements, insurance trade and small business publications, outdoor and direct mail. The campaign, scheduled to begin in July, will target markets in California, Colorado, Texas and Illinois, then will expand nationally by the end of the year.
"The fact that we partnered with the Dallas office of Fleishman Hillard will be an important part of their program," said Integer president Kathy Leonard. "I think it was the strength of our integrated approach that got us the business."
Integer also brings to the table its previous experience as the full-service agency for Internet client GTE Directories.
BenefitMall.com is an unusual Internet organization. Far from being a feisty, computer-driven startup, the firm was founded four years ago as Centerstone Insurance and Financial Services, a traditional coverage provider. The company soon began offering immediate price quotes and comparisons from multiple insurance sources on the Web as a gratis service.
The first task of Integer and Fleishman was to orchestrate a company name change to the much sexier BenefitMall.com. The next order of business is a phased introduction of the company's online services nationwide.
In the four states where BenefitMall.com currently operates, "we will be communicating the name change and the expansion of services," said Robert Martin, senior vice president of Fleishman Hillard in Dallas. "Then, in the rest of the country what we will be communicating is essentially the launch of a new company."
"Integer Dallas demonstrated a clear understanding of how to build our brand and drive qualified traffic to our site," said James Lanius, vice president of business development for BenefitMall.com, in a statement. "Convincing independent group health brokers to use our site to get immediate price comparisons in place of the traditional method of phone calls and waiting will be key to the success of our company."