Nick Lanzi didn’t at all times envision a profession in advertising 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 corporations. His publicity to that business sparked his curiosity in launching his personal enterprise, Direct Choice, in 1995.
Nearly three many years later, he and his workforce have developed a specialised method for assembly the calls for of direct advertising for nationwide and regional manufacturers. Now, as a frontrunner within the LGBTQIA+ enterprise neighborhood, Lanzi sees the impression that investing in and dealing with numerous suppliers can have.
Working with Independence Blue Cross
Lanzi and his workforce have been doing enterprise with Independence Blue Cross (IBX) for almost twenty years, specializing in digital, direct advert, and mailed advertising campaigns.
“My agency works on behalf of our clients to identify the ideal prospects to reach out to. Then, we create and deploy communications to get those prospects to take action,” Lanzi stated. “With Independence Blue Cross, our work includes renewing individuals and groups and marketing Affordable Care Act and Medicare plans. Whatever their need is, we provide a solution.”
Both IBX and Direct Choice profit from working collectively. Direct Choice’s versatile and enthusiastic expertise helps IBX talk with members successfully; and the cooperative partnership has helped Direct Choice acquire purchasers within the business.
“Having Independence Blue Cross on your list of clients is like gold because they are the gold standard, especially in the Philadelphia marketplace,” stated Lanzi. “I’ve been able to attract other businesses as clients over the past 17 years because of our relationship.”
Shared Opportunities
The relationship between IBX and Direct Choice is rooted in shared beliefs and a shared dedication to neighborhood. Benefitting extra than simply the 2 organizations, it has helped to advance others within the diverse-owned enterprise neighborhood.
“My vendor partners enable me to provide Independence Blue Cross with high-quality and affordable products that we deliver on time,” defined Lanzi. “Not only does that make me look and feel really good, it also incentivizes Independence Blue Cross to give us more work — and that rolls downstream to my diverse vendor partners. So, it feeds the system.”
Integrating numerous suppliers into enterprise fashions has helped IBX and Direct Choice strengthen the native economic system, enhance innovation, help the hiring of native expertise, and higher serve members and purchasers by rising illustration for historically underrepresented communities.
“I’m happy to say that nearly 25 percent of Direct Choice’s annual vendor spend is with women-, BIPOC-, veteran-, and LGBTQIA+-owned businesses,” stated Lanzi.
At IBX and our subsidiaries, the provider range program continues to develop, with $317 million spent with numerous suppliers in 2023, a rise of 13 p.c since 2022.
Impact Beyond “Just Business”
Lanzi’s dedication to supporting different numerous companies extends past his hiring of these suppliers. He additionally sits on the board of the Independent Business Alliance, which is the Philadelphia chapter of the National LGBT Chamber of Commerce. Lanzi leverages that function to have a better impression on LGBTQIA+ causes and companies within the space.
“Independence Blue Cross supports the LGBTQIA+ community in a way I’ve never experienced before. They’re major sponsors of numerous organizations in the Philadelphia area and they really put their money where their mouth is,” Lanzi stated.