American Specialty Health – Program Promotion
American Specialty Health is a health and wellness company with locations across the US. Under the company’s umbrella are its supplementary health care network and programs to generally promote health and wellness, including nutrition coaching, exercise coaching, and subsidized or discounted gym memberships. ASH maintains an internal marketing team to develop promotional and informational materials for all their programs, with some opportunities for clients to have individualized assets.
Active&Fit
Active&Fit is a B2B2C program, where business clients can provide subsidized fitness center memberships to their employees. For one low flat fee, employees can have access to membership from a wide selection of gyms and other fitness centers. In 2018, I was tasked with updating the suite of A&F’s 2019 promotional materials to reflect recent brand updates. The materials needed to balance having striking imagery but also allowing room for significant portions of copy. An added challenge was that the copy was editable based on the unique tailoring of the program to each client, meaning plenty of copy space had to be planned for to allow for change.
EmpoweredDecisions!
EmpoweredDecisions! is one of American Specialty Health’s newest programs, which offers a system of non-opioid treatment for musculoskeletal pain. It initially offered programs and guidance specifically for low back pain but in 2019 the company expanded their guides offerings to cover a larger range of musculoskeletal injuries.
I was tasked with building out the 10 new guides, using the original as reference for style and overall aesthetic. Particularly challenging, each image-heavy guide needed specific imagery sourced that was relevant to the topic of each guide, maintaining the hopeful atmosphere while only showing minimal or light activity.
Active&Fit Direct
The sister program to A&F, Active&Fit Direct is a B2B2C program which provides directly to employees discounted memberships to fitness centers, at no cost to the employer. Several designers from the marketing team would support the digital marketing team and any campaigns they would run for AFD. Amongst a number one-off and enrollment track emails, I helped in the creation and deployment of a campaign advertising AFD’s new fitness online classes.
This campaign was quickly built in response to the social and economic changes created by the coronavirus pandemic. While initially planned to launch later in the year, ASH quickly rallied to push up the start date which in turn ramped up our marketing initiatives.