and contact an insurance agent, creating an online sales pipeline. ... Social Media ... Direct Mailers. Marketing. Campa
2016 Insurance Services Marketing Strategy Submitted by: Jonika Horton Manager, Business Unit Marketing
2016 Insurance Services Marketing Strategy Targeted lead generation marketing program to create a consistent, recognized brand identity for the Insurance line of business. • The series of landing pages allows our members to get a quote and contact an insurance agent, creating an online sales pipeline. • Uses a thematic , repeatable approach throughout the year to promote different types of insurance while aligning to seasonality. Campaign themes: • Houses, hybrids or humans (Property, Auto, Life) • Four walls, four wheels or four legs (Property, Auto, Pet) • Hounds, homes & holiday guests (Holiday Version)
• Mopeds, minivans or motorhomes (Auto, RV, Motorcycle) • Life, loft or luxury vehicle (Condo / Renters, Life, Auto) • Bikes, boats or buses (Motorcycle, Boat, RV)
Channel-Marketing Strategy Utilize digital strategies such as geo-targeting, paid search, email, landing pages, re-targeting and display banner ads as well as in-branch components. Digital Targeted Emails Landing Pages First Tech Ads Retargeting Banner Ads Paid Search Social Media Geo-targeting Website
Emails Display
Banners Marketing Campaign
In branch
SEM Social
In-branch InLighten Screens Posters Handouts Other Direct Mailers
Campaign Example Home Auto & Life Insurance: Digital Assets Email
Landing Page 1 – Select a State
Get a Quote Tool Banner Ad
Landing Page 2 – Get a Quote
Campaign Example Home Auto & Life Insurance: Print Assets Teller Row
Direct Mail / In Branch Handout
Poster
Additional Campaign Themes Home Insurance
Home, Auto & Life Insurance
Auto, RV & Motorcycle Insurance
RV, Boat & Motorcycle Insurance
Home, Auto & Pet Insurance
Holiday Theme
Key Performance Indicators & Insights Channel Insights
Key Performance Indicators
Display Media drove
Awareness
Media Impressions
13.7 M
54%
of traffic
Lead Generation
Emails Opened
Consideration
54 K
Email
42%
Landing Page Sessions
FT.com banners
14.5 K
Engagement
Online Leads
1.8 K
29% Paid Search
Success
10%
of Total Insurance Policies and Premium
20%
