Dow Jones Integrated Solutions Announces Launch of Cross-Media Campaign for CIGNA Corporation; CIGNA Renews for 2004-2005 With an Educational Campaign About Health-Care Benefits After the Company Achieved Positive Results From Its 2003 Campaign.NEW YORK New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of -- Dow Jones Dow Jones the best known of several U.S. indexes of movements in price on Wall Street. [Am. Hist.: Payton, 202] See : Finance Integrated Solutions, a group within Dow Jones & Company (NYSE NYSE See: New York Stock Exchange : DJ) that offers customized integrated marketing solutions, today announced that CIGNA CIGNA CG (Connecticut General Life Insurance Company) INA (Insurance Company of North America) Corporation (NYSE: CI) has renewed its cross-media marketing campaign, which launches today. The program, The Benefits of Caring(SM), will run through the first quarter of 2005 and reflects CIGNA's goal of promoting ways for companies to succeed and their employees to live healthier lives. It is dedicated to educating employers and their employees about the benefits of focusing on health by targeting key business decision-makers and their employees with a campaign exploring important issues, trends and expectations in the world of health-care benefits. The cross-media campaign includes the following elements. --A series of four special sections outlining timely health-care issues will appear in The Wall Street Journal and SmartMoney magazine. The Dow Jones team will research, write and design original content to be paired with CIGNA-branded ads. The four topics to be covered will be: childhood obesity childhood obesity Public health Overweight in a child, an average BMI of ≥ 85% for age and sex; ≥ 95% for age and sex is very obese. See Body-mass index, Obesity. Cf Adult obesity. , behavioral health Behavioral health was first used in the 1980's to name the combination of the fields mental health and substance abuse. As an example, an organization serving both mental health and substance abuse clients might refer to its practice as behavioral health or , nurse support and gender-specific medicine gender-specific medicine Internal medicine A recently developed 'twiglet' of internal medicine that formally studies the relationship between gender and disease. See Women's health. . Online --A sponsored archive of recent health-care and benefits-related news articles from Dow Jones sources, co-branded online advertisements, and reproduced special sections for online viewers on The Wall Street Journal Online at WSJ WSJ Wall Street Journal WSJ Wisconsin State Journal (Madison, WI) WSJ Web Services Journal WSJ Winston-Salem Journal (North Carolina) WSJ Wagle Street Journal (Kathmandu, Nepal blog) .com. --Sponsorship of SmartMoney.com's Health Care Module, which will include both co-branded and branded impressions. "We are extremely pleased to work with CIGNA to refresh the concepts and renew its integrated marketing partnership with Dow Jones," said Matt Goldberg, executive director, Dow Jones Integrated Solutions. "CIGNA's commitment is a powerful confirmation of the Dow Jones media brands, our ability to deliver targeted audiences across multiple platforms Refers to two or more operating environments, which typically include the CPU family and operating system. For example, if versions of a program run on Windows and the Macintosh, the software is said to support multiple platforms. , and a track record delivering intelligent, integrated marketing solutions to our customers." "A key factor in CIGNA's decision to renew the integrated marketing campaign was based on the positive results from The Benefits of Planning(SM) program Dow Jones implemented for the company last year," said Ed Faruolo, vice president, brand strategy and integration, CIGNA. "Dow Jones continues to deliver premier media brands and customized solutions to uniquely loyal and highly engaged audiences, which are key factors in the success of this new campaign." The Benefits of Planning(SM) campaign, which ran from May through November 2003, delivered both value and performance across all channels. It was communicated through the publications and services of Dow Jones and included research, print and broadcast advertising, a Web site, and event marketing and direct marketing. The program was designed to provide benefits decision-makers and their employees with strategies and tools to assist them in understanding and meeting the challenges of today's benefits marketplace by exploring trends, policies and expectations in the benefits arena--with a particular focus on financial and retirement planning Retirement financial planning refers to a collection of systems, methods, and processes which, in their aggregate, support a family unit's (client's) desire to achieve a state of financial independence, such that the need to be gainfully employed is optional. . In order to determine whether CIGNA's marketing objectives were realized, Dow Jones tracked the success of the campaign through multiple measures. Research showed that the campaign reached more than 85% of senior executives with employee-benefits decision-making authority. In print, the customized advertising spreads outperformed advertising norms by an average of 23%, ranking among the top-performing units for each issue, while the broadcast and online campaigns reached millions more with similar original content. The event-marketing component helped CIGNA reach targeted audiences comprised of vice president-level benefits decision-makers and higher, with more than 80% indicating that they were "very satisfied" with both the content and sponsors. In addition, the direct-marketing campaign reached tens of thousands of targeted recipients from the Dow Jones database and CIGNA prospects. For more information about Dow Jones Integrated Solutions, go to http://dowjones-is.com/, or contact Mr. Goldberg at 212-597-5611 or matthew.goldberg@dowjones.com. About Dow Jones & Company In addition to The Wall Street Journal and its international and online editions, Dow Jones & Company (NYSE: DJ; www.dowjones.com) publishes Barron's and the Far Eastern Economic Review, Dow Jones Newswires Dow Jones Newswires is the real-time financial news organization owned by Dow Jones. Founded in 1882, its primary competitors are Bloomberg L.P. and Reuters. The company reports more than 420,000 subscribers -- including brokers, traders, analysts and fund managers -- as of July , Dow Jones Indexes and the Ottaway group of community newspapers. Dow Jones is co-owner with Reuters Group of Factiva, with Hearst of SmartMoney and with NBC Universal NBC Universal is a media and entertainment company formed in May 2004 by the combination of General Electric's NBC with Vivendi Universal Entertainment (part of the French Media Group, Vivendi SA). GE owns 80% of NBC Universal with the remaining 20% owned by Vivendi SA. of the CNBC CNBC Center for the Neural Basis of Cognition (artificial intelligence) CNBC Consumer News and Business Channel CNBC Congress of National Black Churches, Inc. television operations in Asia and Europe. Dow Jones also provides news content to CNBC and radio stations in the U.S. About CIGNA As a Business of Caring, CIGNA (NYSE: CI) provides employers with benefits, expertise and services that improve the health, well being and productivity of their employees. Serving millions of customers, clients and members in the United States and around the globe, CIGNA's operating subsidiaries offer a full portfolio of medical, dental, behavioral health, pharmacy and vision care benefits and group life, accident and disability insurance. CIGNA's international operations also offer health care coverage for expatriate employees. For more information, go to http://www.cigna.com. |
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