Since October 2015, Truscott Rossman has been working as part of an agency team with Blue Cross Blue Shield of Michigan (BCBSM) to provide strategic communications for Michigan’s largest insurer covering nearly two-thirds of the state. The team developed and has been implementing an integrated communications plan to ensure brand initiatives and business partner programs align with identified principles for the company.
Through traditional media relations and social media the team has been conducting proactive storytelling on BCBSM’s commitment to Michigan through programs such as Strengthening the Safety Nets grant program, Building Healthy Communities, #MIKidsCan activations, community activations, and health observances and wellness tips. A new content initiative for 2016 that the team helped develop is Beyond the Card. The objective behind this is to put the spotlight on members, employees, and communities that make up BCBSM, bringing a human face to the brand.
In our time working with BCBSM, we have helped to secure nearly 1,000 total pieces of media coverage with more than 53 million in total impressions. Truscott Rossman continues to work with the Blues on various projects and initiatives, allowing them to develop long-lasting relationships across the state at a time when the media environment is constantly changing.
