Great-West Healthcare & CIGNA: CoBrands, Redesigns and Myriad Content Management

by Andrea Enright on July 28, 2011

Category: Marketing Communications
Part One:The Great-West Healthcare-CIGNA merger inspired a major marketing initiative to fuse the two brands  with multiple phases across several years. In 2008, I joined the creative services team to help rebrand dozens of collateral pieces. I soon took on more projects, including newsletters, promotions and online content inventories eventually serving as a content manager for the redesign and rebranding of multiple portals.  I left in the summer of 2009, shortly before the project ended. Kelly Birchby was one of the best bosses I’ve ever had.

Part Two: In 2010, I returned, this time on the CIGNA side, to serve the role of Web Managing Editor for as part of the Online Experience Project. Using the Agile methodology and Rally tool, and working closely with Customer Experience, IA, wireframe designers, story authors, business analysts and product owners, my writing team and I edited literally hundreds of user stories, ensuring web style, brand adherence and clarity and defining multiple style standards along the way.

Credit: I began working with Great-West Healthcare after my return from abroad. . .when CIGNA acquired them, I was asked to join the next project through a former colleague, Eric Noren. A special shout-out to Jen Rotman and Chris Amorosino, both stellar content resources.

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