Challenge: A statewide insurance trust wanted to establish better communication
with its association based prospects to increase awareness and their requests for
quotes.
Solution: Working with the trust’s marketing agency, New Reach Media developed and
executed a customized cross-channel plan to reach out to prospects and provide an
expeditious way for them to request a personal quote.
Variable postcards were designed by the agency that highlighted personal URLs and
drove the prospects to their personal microsite. There, pre-populated forms made
it easy for those interested to click on the products they had interest in and request
a quote.
Additionally, visitors were encouraged to sign-up for the trust’s email newsletter,
thereby increasing the number of opt-in email addresses available for future marketing
efforts.
Result: In the first 2 weeks, 28% of the microsite visitors submitted requests for
quotation for insurance products. The pool of inquiries as well as the number of
email addresses available increased to the trust’s benefit. The trust now has ongoing
plans to utilize and expand the microsite for its future marketing efforts.