Interactive

This word makes so much more sense than “New Media.”
First, there are people in the workforce who have never known another type of media. And second, the whole point is engaging people with the information as well as the interface. Fingers, eyes, and especially brain cells, better be interacting with something.

The Client: Corporate Executive Board
The Agency: David J. LeVant
The Assignment: Make CEB’s Executive Guidance for 2010 easily accessible on the web.
The Answer: Take the copy I had already written to turn the client's research document into a 24-page book for C-level executives and turn it into web copy that would both inform executives and inspire them to attend associated web conferences.

The Client: Blue Cross and Blue Shield of Minnesota
The Agency: Roberts Communications
The Assignment: Convey the key benefits of a Health Savings Account in ten seconds.
The Answer: Take the recently launched pig icon and make him deliver the message. Make it meaningful and memorable all at once.

The Client: Prevention Minnesota
The Agency: Roberts Communications
The Assignment: Convince Minnesota to eat healthier.
The Answer: Get Minnesota’s adults to set the example for their kids. It’s a win/win.

The Client: Excellus BlueCross BlueShield
The Agency: Roberts Communications
The Assignment: Explain the concept of Consumer Directed Health Care to an audience that’s already overwhelmed and just wants an affordable plan that protects them.
The Answer: Put a presentation of the web that’s clean, quick, graphic and most of all clear.

The Client: Blue Cross and Blue Shield Association
The Agency: Roberts Communications
The Assignment: Attract members to a national site that offers discounts on things they didn’t expect from their health plan.
The Answer: Let the national brands and huge savings do the talking.

The Client: Cummins Power Generation
The Agency: Roberts Communications
The Assignment: Make CPG synonymous with reliable standby-by power in key industries.
The Answer: Create banner ads that talk more about the customer benefit than big green boxes.

The Client: Blue Cross and Blue Shield Association
The Agency: Roberts Communications
The Assignment: Give employers a way to support their employees after a layoff by helping them find individual coverage they can afford.
The Answer: Create a presentation for company websites that introduces an innovative education and plan selection tool.

The Client: Rochester RHIO
The Agency: Roberts Communications
The Assignment: Explain all the benefits of a Regional Health Information Organization to patients and providers at the same time.
The Answer: Create a web site that’s as easy to understand as it is to look at.