WHEN IT COMES TO INSURANCE MARKETING, WE’VE GOT YOU COVERED.
It’s rare for a single message to reach multiple audiences with successful results. California Casualty offers auto and home insurance to teachers, nurses, police officers, and firefighters; using the same message for all audience segments resulted in consistently declining response rates. We created content that better identified with each audience segment, establishing connections that resulted in more business.
DIRECT MARKETING MESSAGE SEGMENTATION FOR AFFINITY GROUPS
Liberty Mutual knew they wanted to target school superintendents to market their auto and home insurance benefits to teachers and school district employees. The hard part was getting their attention. To help superintendents get the message, we sent them something that everyone needs at school: lunch! Using a Liberty Mutual-branded lunch bag along with a vibrant, apple-shaped brochure, Liberty Mutual connected with their audience in a unique and relatable way, which helped them generate leads and grow their customer base.
THREE-DIMENSIONAL MAILER FOR EDUCATION MARKET
Employees of The Hershey Company are used to packaging that’s bold and inviting, with the promise of something delicious inside. So when American Benefits Consulting (ABC) needed to promote their Added Benefit® program offering competitive coverage on auto and home insurance to Hershey employees, we served up an eye-catching direct mail piece that used Hershey branding to get the employees to open it, and a great offer to drive response. It worked so well that ABC and Hershey began producing four Added Benefits® direct mail campaigns per year.
INSURANCE BENEFITS FOR HERSHEY
Verizon knows communications. But that doesn’t mean they’re experts in communicating auto and home insurance benefits to their employees and retirees. Partnering with our client, American Benefits Consulting (ABC), we developed a Verizon-branded campaign that promoted “the power to choose” the insurance coverage that was best for the recipient and their family. By using visuals and language that were familiar to Verizon employees, the direct mail campaign achieved excellent response rates that justified multiple communications throughout the year.
INSURANCE BENEFITS FOR VERIZON
Pride is the number one benefit of any union membership. That’s why we made it The Hartford’s focus when promoting their Union Plus Senior Term Life Insurance Plan to union members. Seniors receive an abundance of offers in the mail, so we made this one stand out with an attention-grabbing oversized package containing a letter, brochure, lift note, and, “I’m a Proud Union Member” window decal. The package conveyed The Hartford’s understanding of the affinity and loyalty that members have for their unions. The direct mail campaign was a success, resulting in hundreds enrolling in the Union Plus plan.
SENIOR TERM LIFE INSURANCE FOR UNION MEMBERS
The Gerber Life Grow-Up Plan is primarily positioned toward lower-income families as a way for them to purchase whole life insurance as an “investment” for their children. Despite a well-defined target audience, Gerber had limited success with their email marketing and asked us for a message that better resonated with potential customers. Through social media monitoring, we discovered that Gerber’s product was often described as a poor investment, which adversely affected sales. To combat the negative sentiment, we developed more positive messaging that spoke directly to the love a parent has for their child, placing it within a refreshed design to drive engagement. The results: a higher click-through rate and higher application rate versus the control (21.10% vs. 5.50% and 5.37% vs. 3.85% respectively).
JUVENILE LIFE INSURANCE EMAIL MARKETING
The more targeted your marketing, the more successful the results. But for Liberty Mutual, who needed to promote their home and life insurance products across numerous affinity groups, the costs to produce versions for each didn’t make sense. To help Liberty Mutual maximize their investment without sacrificing impact, we developed emails and landing pages that could be easily customized with an association name, logo, and contact information—while keeping the product information consistent.
CUSTOMIZABLE ELECTRONIC MATERIALS FOR AFFINITY GROUPS
Johnson & Johnson wanted to increase employee participation in their voluntary life insurance program, but their brochure made the information seem cluttered and cumbersome. To better engage Johnson & Johnson employees, we developed new literature using color, images, and easy-to-understand charts that made applying for life insurance coverage child’s play.
VOLUNTARY LIFE INSURANCE BROCHURE FOR JOHNSON & JOHNSON
Gerber has always been a trusted name with parents. So when they asked us to help launch a new adult term life insurance product, we recommended conducting primary research on consumers who previously purchased Gerber’s Grow-Up Life Insurance Plan for their children. What we learned enabled us to build a targeted marketing plan that included a name, brand identity, messaging, and communications strategy. Leveraging Gerber’s credibility with their parent community, their new Family Promise Plan hit home with a memorable, heart-warming campaign consisting of direct and digital marketing.
ADULT TERM LIFE INSURANCE PRODUCT LAUNCH AND BRANDING
California Casualty offers auto and home insurance to teachers, nurses, police officers, and firefighters. We worked with them to strengthen their existing branding, evolving their tagline from “We serve the people who serve our communities” to “We protect American heroes.” The new brand created a deeper connection with their affinity groups and led to more loyal customers.
DIRECT MARKETING MESSAGE SEGMENTATION FOR AFFINITY GROUPS