Independence Blue Cross — Sponsorship & Partnership Workshop

Recent changes in health insurance regulations allowed Independence Blue Cross sister company Highmark to move East out of the Pittsburgh region and start setting up shop in Philadelphia. IBX had never faced such major and direct competition in its own backyard, so the provider asked us to come up with some more ways to connect within the community and cement its place as the hometown coverage option.

It turns out there are A LOT of ways IBX could both make its case as a Philly company while also doing good in the region. Here’s what I came up with to expand the brand’s footprint and presence, get earned media and build trust with the customer base.

IBX x Philadelphia Parks & Rec + KABOOM!

Many playgrounds in Philly and throughout the five-county region desperately need not just a clean-up or restoration, but adaptive equipment that makes playgrounds accessible to children with disabilities. By pledging to update a certain number of parks each year, IBX could help kids have easier access to active lifestyles — and by working with KABOOM!, a builder of adaptive playgrounds, they would ensure the new equipment would be inclusive and enjoyed by all.

IBX could also reach a partnership with PP&R to sponsor one model park called “Independence Park & Playground” which would include subtle branding on signs, equipment and other markers located on the grounds.

IBX x Philly PAWS

Studies show pet owners and especially people with dogs tend to live happier, healthier lifestyles, so a collab with the area’s largest animal shelter is more natural than it first might seem. IBX could provide a free leash and harness to adoptees as a thank you for not just helping a pup, but being proactive about their own health. There’s also opportunities to support Philly PAWS’ larger mission of turning this into a “no-kill” city by sponsoring and having a presence in their popular annual event, the Philly PAWS Mutt Strut.

IBX x Philabundance Food Bank

Ending food insecurity in the region and promoting the importance of a nutritious diet — two movements that should be near and dear to any health insurance provider. By partnering with Philly’s food bank, IBX can have a more direct impact on nourishing families, children and seniors through food drives, volunteerism and other company-sponsored initiatives. Then, through the resulting earned media from these programs, IBX can also push its own mission of preventative health care through diet, reminding everybody the control they have over their own health.

IBX x Philly Bike Ride

Philly Bike Ride was heading into its second year at the time and was ripe for a major sponsor who could grow and potentially “own” a fun event. It’s an all-ages social ride through the city on 20 miles of car-free, safe streets followed by a festival with music, food and activities.

IBX already sponsors the Broad Street Run and Indego bikes, so it’s no stranger to supporting an event of this magnitude or cycling in general. Philly Bike Ride would be another opportunity to plaster branding all over the city, promote a healthier lifestyle, support a good cause (Bicycle Coalition of Greater Philadelphia) and even hand out swag and biking merch.

IBX x Philly Sports Complex

Who doesn’t love going to a Phillies game? Or Eagles, Flyers, Sixers or Union? But not everybody loves a hot dog, crab fries, cheesesteak or the other food options inside the stadiums.

Being such a huge sponsor of all of Philly’s pro sports teams, it only makes sense for IBX to help sports fans live their healthy lifestyles even when they’re at the game with IBX sponsored food stands or an entire food court dedicated to nutritious eats inside Citizens Bank Park, Lincoln Financial Field, Subaru Park and the Wells Fargo Center. Options could include everything from vegetarian and vegan meals to fresh foods, smoothies and other low-cal options.

Every one of these ideas is sure to attract earned media and remind citizens of IBX’s impact in the local community.