Guardian Angel


San Antonio AirLIFE, operated by University Health System and the Baptist Health System, has flown rescue and critical transfer missions for 20 years. AirLIFE came to esd with a new membership program, modeled after others in the United States and Canada.

advertising alchemy

Defining a product requires a combination of art and science. You have to find a credible proposition that the public understands and give it a memorable name. You need to research the market, discover its demographics and values, then imagine a campaign that sells – delivering the right messages through the right media, connected to an easy way to purchase the product.

However established in other markets, air ambulance membership was a new concept for South Texas. esd needed to condense a complicated idea to a simple concept. We distilled membership that carries financial benefits when you need air ambulance services to one clear offer: protect your family.

a name for all seasons

After a thorough analysis – writing, reviewing and testing several hundred names – esd and AirLIFE settled on Guardian Angel. We made purchasing and detailed information available on a website,, and introduced the product with outdoor and direct mail (household mail across South Texas and segmented by affiliation, particularly first responders) promotion.

Guardian Angel is particularly important to rural South Texans. Traveling across rural farm-to-market roads nearly 100 miles from the nearest hospital, people appreciate AirLIFE’s ability to scramble a helicopter with trained medical personnel any time of the day or night. Guardian Angel gives an added assurance that – if they should need assistance – they won’t face an overwhelming bill for the help.

reassurance is the point

If that’s the message the target audience receives, esd has gotten it right. The program continues to grow, with window stickers on more and more vehicles across AirLIFE’s coverage area showing that an increasing number of families have Guardian Angel protection.

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esd & associates 07/10/17
Don’t miss your chance to take advantage of FREE fitness activities this summer. esd has partnered with San Antonio Parks and Recreation (SAPR) for three years in a row to bring the SA Parks Fitness App. So click here to learn more about how you can get fit this summer and how to win some awesome prizes.
esd & associates 07/06/17
TBT to our amazing VP of Operations, Lindsay Ackels, representing esd at the Best Practices in Worksite Wellness Forum. esd is a proud member of the Mayors Fitness Council and is proud to offer our employees wellness incentives.
esdresults 06/29/17
Our VP of Operations Lindsay, will be on an #SABGH forum panel about best practices for #workplacewellness tomorrow…
esd & associates 06/29/17
Our VP of Operations, Lindsay Ackels, will be on an San Antonio Business Group on Health (SABGH) forum panel discussing best practices for workplace wellness. Lindsay helps esd stay healthy all year round! esd is a proud member of the Mayor’s Fitness Council, and we are excited for Lindsay to represent us tomorrow at 9:00 a.m. at the forum. Read more here:
esd & associates 06/27/17
Hard to believe our city is turning 300. Time really does fly when you’re having fun! We’ll have some exciting news for you as 2018 approaches about our involvement in this year-long celebration stay tuned!

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