Who are Paycare?
As a not-for-profit organisation, Paycare is dedicated to improving employee health and wellbeing through their great value Health Cash Plans, and this project was all about helping them spread that message even further.
From branding and website development to fully fledged marketing campaigns and everything in between, Paycare have trusted us to bring their vision to life for over 10 years – and we still love working with them just as much as we did back then!
So, when Paycare asked us to create a direct mail campaign to help them reach a new audience, we were excited to get stuck in. It was a great opportunity to deliver something with real impact that reflects the difference that Paycare makes to policyholders.
The challenge
Paycare had a clear goal for the campaign: to introduce themself to manufacturing companies in the Telford & Shropshire area. This is a sector where employees not only face physical health challenges, but also pressures that can impact mental wellbeing too. Many of these businesses don’t currently provide any form of healthcare cover, so it was a great opportunity to make a strong first impression.
But this campaign wasn’t just about raising brand awareness and generating new leads. The main goal was to demonstrate the real difference that Paycare’s Health Cash Plans can make to both employers and employees, whilst highlighting all the extra benefits on offer from a virtual GP service and telephone counselling to retail discounts and gym memberships – all part of one simple package.
Kensa were in a unique position to communicate this value proposition, as our whole team already enjoys access to a company paid Health Cash Plan from Paycare (all part of what makes Kensa an awesome place to work! ). Our challenge was to put ourselves in the shoes of manufacturing companies and find a way to communicate Paycare’s unique offering in a way that speaks their language.
Thinking outside the box
Once we had a solid brief, the team came together for a kick-off session. Creative juices flowed freely, concepts began taking shape, and the brainstorming was in full swing. The ask? Create a killer concept that seamlessly merges the world of manufacturing with the theme of employee wellbeing.
Our biggest creative challenge with direct mail is grabbing and holding attention, all the way from the outer packaging to what’s inside, how it’s presented and how it’s experienced – whether that’s something to make, something to play with, or even something to eat! The goal is to deliver a memorable experience that creates a buzz in the office and the perfect talking point for follow-up sales calls.
We narrowed it down to several fun ideas, from chocolate tools and an “employee MOT” to a Paycare twist on the classic game Operation – each designed to appeal to the manufacturing sector while reflecting Paycare’s brand personality and core offering.
After much deliberation, one concept won Paycare over: The Wellbeing Toolkit. It was this idea that sparked real excitement with the sales team and became the chosen concept to power their campaign.
Assembled with care
With the concept signed off, the campaign moved from creative to execution, and that’s where the hands-on work began. Every single mailer was assembled and packed in-house by our team, with our designers on hand to make sure the final result was true to the original concept.
Designed to deliver
From start to finish, this campaign was jam-packed with creativity, attention to detail, and a lot of hard work to ensure the mailer wasn’t just memorable, but also encouraged action.
So what did Kensa deliver?
Creative concepts: We propose multiple distinctive options at the concept stage – each aligned with the client’s brief and goals, but exploring a variety of different creative ways to achieve this. The idea is to push boundaries whilst giving our clients involvement in the design process.
On-brand execution: We designed and produced everything to bring the concept to life, from bespoke illustrations, a branded leaflet, a donation voucher, fun poster and wellbeing calendar. It all pointed to a dedicated landing page which enabled us to track engagement and sales leads.
Delivery and Fulfilment: We managed the entire delivery and fulfilment process end-to-end. This included liaising with suppliers, ordering materials and overseeing the assembly of each toolkit in-house.
The impact so far
We’re proud to say that Paycare were thrilled with the design, execution and the overall journey of bringing The Wellbeing Toolkit to life.
At Kensa, we’re just as excited, not only by the positive response to the campaign, but also by the potential impact it could have. As these toolkits make their way into the hands of manufacturers, we hope they inspire more businesses to invest in the wellbeing of their teams.
Here’s what Stephen Burton-Pye, Corporate Account Manager at Paycare, had to say about working with us:
“I absolutely love what Kensa do for our organisation! The team have some great ideas, always thinking outside of the box and creating some brilliant campaigns for us; we have worked with Kensa for years now, and every member of the team is friendly, helpful and a credit to the business!”
As a full-service marketing agency, we’ve got the full package of creative skills under one roof which allowed us to deliver seamless collaboration with Paycare from start to finish. The result? A campaign that stayed perfectly aligned with the client’s vision and was delivered to the highest standard.
Need a fresh approach to your marketing strategy?
Whether it’s direct mail, a digital campaign, or a bit of both, we work with brands to deliver creative marketing that can’t go unnoticed.
If you’ve got ideas, we can bring them to life. Get in touch with us to find out how.
