Services
- Copywriting
- Website Development
- Marketing Campaign
Campaign Goals
Delta Dental of Washington’s internal marketing team had already laid a strong foundation: well-developed digital campaigns, targeted social ads, and outreach promoting their small business dental and vision benefits. But performance was falling short of lead capture and conversion goals.
The team needed breakthrough ideas that would get real attention from small business owners across Washington State.
Together, we designed a fresh campaign built around trust, visibility, and relevance keying in on the values and motivations that drive small business decision-makers today. Our key goals included:
- Increase awareness of DDWA’s small business dental and vision plans
- Educate small business owners on the value of offering employee benefits
- Reduce friction in understanding and selecting plans (especially without brokers)
- Position DDWA as a trusted, accessible, and expert partner
- Improve engagement and conversion through nurturing content and clear CTAs
Campaign Strategy: Earn Their Trust + Win Their Business
We began by asking:
- What keeps small business owners up at night?
- What’s the emotional cost of not offering benefits?
- Where does the benefits conversation break down and how can we fix it?
Through a combination of market research, stakeholder interviews, persona development, and user journey mapping, we uncovered a powerful insight: most small businesses want to do right by their employees. They just don’t have the time, tools, or guidance to make confident decisions.
So we centered the strategy around what small business owners actually wanted: business growth, community, clarity, and someone they could trust. Our plan focused on two pillars:
Molly Moon Webinar for Lead Generation
To start the conversation, we brought in someone local small business owners already trust. We partnered with one of the most beloved and recognized names in Washington small business — Molly Moon Neitzel, founder of Molly Moon’s Homemade Ice Cream — to host a virtual fireside chat about building a values-driven business and caring for your people.
Why Molly? Because she walked the talk. Molly built her iconic brand around a radical care for her employees, long before it became a trend. From day one, she committed to providing her employees paid family leave, health benefits, childcare benefits, and more.
Not only that, but Molly herself credits these choices as the secret key drivers of her business’ growth. Her story powerfully demonstrates how taking care of your people can be a competitive advantage. This aligned perfectly with Delta Dental’s vision for their Small Business plans.
But this also wasn’t just feel-good fluff. This story was a powerful lead-generation funnel that captured:
- Business owner insights
- First-party contact info
- Registration and rewatch metrics
- Post-webinar nurture opportunities
The Funnel
To drive registrations and post-webinar engagement, we built an integrated funnel across digital ads, branded assets, and automated email sequences.
Step 1: Digital Ads
We used Molly Moon’s recognizable brand and visual identity to stop the scroll, running paid ads across Meta, LinkedIn, and email.
Step 2: Sign Up On The Landing Page
All ads and organic posts directed traffic to a custom webinar landing page, which included:
- A short and compelling intro about the webinar
- Molly’s bio and a personal message
- Time and date of the event
- A simple email capture form for sign-up
Step 3: Receive Reminder Emails
Once registered, users entered an automated 3-part email journey. These emails were timed to build interest, reduce no-shows, and humanize the experience
Step 4: Recieve Post Email Communication & Workbook
After the webinar, a follow-up flow was designed to keep both attendees and no-shows engaged, reinforce Molly’s key takeaways, and guide users toward the next steps with DDWA by signing up for a sales call.
Why it worked: It flipped the script. Instead of asking “Want to learn about dental insurance benefits?” we asked, “Want to hear how one of Washington’s most respected small biz owners builds a thriving team culture?”
This positioned DDWA as a resource and champion for small business communities across Washington rather than just a benefits plan provider.
The result? 179 attendees and a strong pool of warm leads primed for conversion.
The Small Business Success Toolkit To Empower + Nurture
To keep the momentum going, we created an engaging, evergreen toolkit tailored specifically to busy small business owners across Washington. Designed to educate, inspire, and gently lead toward choosing DDWA’s plans, the toolkit included:
- Cost-benefit analysis and decision matrices
- Uncommon employee benefit ideas
- A one-page marketing plan
- Financial planning worksheets
- Competitive SWOT templates
- Lead capture CTAs woven throughout
Each template was brand-aligned, practical, and visually appealing and gave DDWA a nurturing asset providing real value to small business owners.
Results + Takeaway
Delta Dental of Washington didn’t just want more leads. They wanted more meaningful conversations with small business decision-makers. Through emotionally intelligent storytelling, face-to-face engagement, and smart, helpful resources, M Agency helped them:
- Capture first-party data through warm, values-driven outreach
- Build trust across digital and grassroots channels
- Equip business owners to act, not just consider
Need A Fresh Strategy To Connect With Your Audience?
Whether you’re promoting a benefit, a brand, or a better way to do business, we’ll help you reach real people with real results.