A division of UnumProvident, one of the nation’s largest insurance companies, BenefitAmerica offers an online service to streamline benefits administration such as online open enrollment for mid-sized employers, insurance and benefits brokers and insurers.

Duffey was hired to increase awareness of the BenefitAmerica brand and position its executive leadership as thought leaders in the human resources industry. The key to achieving Duffey’s objective involved using a reputable HR trade media as a conduit to influencing both mid-level managers and C-level executives because both of these audiences are heavily influenced by editorial content.

Duffey secured a multi-placement opportunity with HR.com, a leading human resources technology Web publication in the country, with more than 100,000 hits to the site per month including three by-lined articles. Each article covered a different topic relating to key trends in the online benefit administration community and generated a 250 percent return on investment.