Strategy: Create an incentive program for Kaiser Permanente's sales force that rewards them for meeting sales benchmarks while also drawing national attention to Kaiser's brand and message.

Tactics: Paragon negotiated a three-year sponsorship agreement with USA Diving, a natural fit considering the healthy and active lifestyle of the divers and the sport's popularity worldwide. The sponsorship allowed Paragon to develop an incentive program for Kaiser's brokers that rewards them with USA Diving event tickets, merchandise, VIP hospitality events and a trip to the 2008 Beijing Olympics as the top prize.

Details: The agreement also established a Kaiser Permanente presence at USA Diving's most visible events; FINA Grand Prix, U.S. Open and the National Diving Championships. Another primary goal of the relationship is to integrate Kaiser's medical expertise within USA Diving to enhance the lives and performances of its elite athletes as well as the diving athletes that participate in the sport through the 300 affiliated club teams across the country. The revenue secured from this program was incremental to previous years and the program more than paid for itself.