Nick Lanzi didn’t all the time envision a profession in advertising and marketing and communications. With an accounting diploma from Penn State, he spent the primary a part of his profession in finance, serving as CFO for one of many area’s largest direct advertising and marketing corporations. His publicity to that trade sparked his curiosity in launching his personal enterprise, Direct Alternative, in 1995.
Almost three a long time later, he and his group have developed a specialised method for assembly the calls for of direct advertising and marketing for nationwide and regional manufacturers. Now, as a pacesetter within the LGBTQIA+ enterprise group, Lanzi sees the affect that investing in and dealing with various suppliers can have.
Working with Independence Blue Cross
Lanzi and his group have been doing enterprise with Independence Blue Cross (IBX) for almost twenty years, specializing in digital, direct advert, and mailed advertising and marketing campaigns.
“My company works on behalf of our purchasers to establish the best prospects to succeed in out to. Then, we create and deploy communications to get these prospects to take motion,” Lanzi stated. “With Independence Blue Cross, our work consists of renewing people and teams and advertising and marketing Inexpensive Care Act and Medicare plans. No matter their want is, we offer an answer.”
Each IBX and Direct Alternative profit from working collectively. Direct Alternative’s versatile and enthusiastic expertise helps IBX talk with members successfully; and the cooperative partnership has helped Direct Alternative acquire purchasers within the trade.
“Having Independence Blue Cross in your listing of purchasers is like gold as a result of they’re the gold customary, particularly within the Philadelphia market,” stated Lanzi. “I’ve been capable of appeal to different companies as purchasers over the previous 17 years due to our relationship.”
Shared Alternatives
The connection between IBX and Direct Alternative is rooted in shared beliefs and a shared dedication to group. Benefitting extra than simply the 2 organizations, it has helped to advance others within the diverse-owned enterprise group.
“My vendor companions allow me to offer Independence Blue Cross with high-quality and inexpensive merchandise that we ship on time,” defined Lanzi. “Not solely does that make me feel and appear actually good, it additionally incentivizes Independence Blue Cross to offer us extra work — and that rolls downstream to my various vendor companions. So, it feeds the system.”
Integrating various suppliers into enterprise fashions has helped IBX and Direct Alternative strengthen the native economic system, enhance innovation, help the hiring of native expertise, and higher serve members and purchasers by growing illustration for historically underrepresented communities.
“I’m joyful to say that just about 25 p.c of Direct Alternative’s annual vendor spend is with women-, BIPOC-, veteran-, and LGBTQIA+-owned companies,” stated Lanzi.
At IBX and our subsidiaries, the provider variety program continues to develop, with $317 million spent with various suppliers in 2023, a rise of 13 p.c since 2022.
Impression Past “Simply Enterprise”
Lanzi’s dedication to supporting different various companies extends past his hiring of these suppliers. He additionally sits on the board of the Impartial Enterprise Alliance, which is the Philadelphia chapter of the Nationwide LGBT Chamber of Commerce. Lanzi leverages that position to have a better affect on LGBTQIA+ causes and companies within the space.
“Independence Blue Cross helps the LGBTQIA+ group in a method I’ve by no means skilled earlier than. They’re main sponsors of quite a few organizations within the Philadelphia space they usually actually put their cash the place their mouth is,” Lanzi stated.