ACEC LIFE/HEALTH TRUST

ACEC Life/Health Trust is a healthcare benefit solutions and services provider that was established to support the American Council of Engineering Companies (ACEC) and its Member Organizations nationwide. The Trust initially approached 2 Right Brains to address their severely fragmented web presence. The engagement turned into a complex re-positioning and sub-branding campaign — creating more cohesion among their offerings to help build brand association and recognition for their portfolio of insurance products and service offerings.

2 Right Brains’ initial focus was to reposition the Trust. This included the creation of a tagline for the organization and its existing brand. “Belonging” is a strong sentiment within the ACEC brand message — association affinity is a point of difference no other provider can boast. It establishes immediate trust and also conveys an implied value message. The theme “You Belong” became the signature mark for the Trust and the message that was woven into all marketing materials.

The willingness of 2 Right Brains to learn all about our organization, our constituency and products truly separated this branding exercise for us from others we had experienced in the past. We sensed we had found a valuable partner who could take us to the next level just by the kinds of questions 2 Right Brains asked us. They listened. The challenged us. They came back with options – and had a solid rationale for everything they proposed. The bar is now set for what we will expect from a creative marketing partner moving forward.

— Lana Oxsen, Marketing Manager, ACEC Life/Health Trust

As ACEC Life/Health Trust’s agency of record, 2 Right Brains worked across silos within the organization to unify the brand on all fronts. Our involvement in strategy meetings translated to a direct linkage in program execution, providing the cohesive messaging the association needed to surpass the 100,000-member mark. As sales continued to soar, the association began expanding its offerings to include the introduction of an Accountable Health Improvement Plan, to incentivize increased participation by member firms.

2 Right Brains’ ability to think strategically and execute creatively made a difference for ACEC Life/Health Trust. Our application of the brand in words and images, portrayed across a variety of media, consistently emphasized the Trust’s value proposition in relationship settings, such as work groups, family gatherings, team play, and friendship outings. The benefit, “a better health plan,” stated in the campaign theme and highlighted in promotional offerings, helped channel interested prospects to the Trust’s sales team in record numbers. In all, our “You Belong” positioning took an aging brand into a new era of vitality, gaining relevance and preference among the Trust’s next generation of engineering firms.

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