Agency will lead integrated acquisition and product marketing campaigns to grow GEBA membership and drive enrollment across its portfolio of insurance and financial solutions.
CROFTON, MD — August 10, 2026 — The Cyphers Agency (TCA) has been named agency of record for the Government Employees’ Benefit Association (GEBA), a not-for-profit membership organization that has served Federal employees, retirees, military members and their families for nearly 70 years.
As AOR, TCA will lead GEBA’s integrated marketing program with a clear objective: grow membership and drive enrollment across the organization’s portfolio of insurance and financial solutions.
The work brings together audience strategy, product positioning, creative, paid media, digital marketing, lead generation, content, social media and public relations to build campaigns that move prospective members from awareness to enrollment. TCA will market individual GEBA products while strengthening the broader GEBA brand and creating opportunities to introduce members and prospects to additional solutions across the organization’s portfolio.
“Insurance and financial products are highly considered purchases. You have to reach the right audience, make complicated products easy to understand and give people a compelling reason to act,” said David Cyphers, president of The Cyphers Agency. “That’s the challenge we’re solving with GEBA. We’re building integrated campaigns that connect product, audience, message, creative and media with one goal in mind: generating measurable growth.”
Founded in 1957, GEBA provides insurance and financial solutions designed for the Federal and military communities. Its portfolio includes solutions that help members protect their health, income, families and financial futures, along with financial planning and educational resources to help them navigate important financial decisions.
We were looking for an agency that took the time to truly understand GEBA and our membership and we found a partner in The Cyphers Agency,” said Greg Klingler, GEBA’s CEO and President. “Our transition was a direct result of our goal to become more strategic and efficient with our marketing dollars, and this relationship allowed us to successfully pivot into this new direction. To date, our campaigns has become more efficient in terms of application to dollars spent, Return on Investment has increased and we are better positioned for the future.”
The partnership includes campaigns built around specific products, audiences and opportunities throughout the year. Rather than marketing each offering in isolation, TCA is developing a connected strategy that considers where audiences are in their careers and lives, which solutions are most relevant to them and how GEBA can continue building the member relationship over time.
That approach is particularly important in insurance and financial services, where marketers must balance complex products, long consideration cycles, audience segmentation and regulatory requirements while still creating campaigns that stand out and motivate action.
“Great creative is only part of the equation,” Cyphers said. “For organizations with a portfolio of insurance or financial products, the bigger opportunity is understanding who is most likely to need each solution, when they need it and what will move them to act. When you connect those pieces, marketing becomes a growth engine rather than a series of individual campaigns.”
TCA will also lead GEBA’s public relations, content and thought leadership efforts, using the organization’s expertise in insurance, benefits, retirement and financial planning to build trust, increase brand awareness and create additional pathways for prospective members to discover GEBA.
The GEBA partnership expands TCA’s work helping organizations market complex products and services through integrated, performance-focused campaigns that connect brand building with customer acquisition and revenue growth.
For more information on The Cyphers Agency, visit www.thecyphersagency.com.
