Project Description
Clever Cross-channel Campaign Ignites Leads (up 338%!)
Client: Renaissance Life & Health Insurance Company of America
This young, entrepreneurial ancillary insurance company is on a growth trajectory. To help accelerate expansion, the company turned to Responsory for strategic marketing support, especially in the area of group sales and lead generation for its dental, vision, life and disability products.
During our first year of engagement, our primary objectives were to boost awareness, drive engagement and generate quotes from brokers and agents in key new markets. We also wanted to increase awareness among employer group decision makers.
Responsory applied its Direct BrandingSM process and used its deep knowledge of insurance and B2B marketing to design a blockbuster multichannel campaign to introduce Renaissance in three specific new geographies.
Our first step: roll up our sleeves and assist with prospect database clean up and augmentation. Simultaneously, we developed a creative campaign that segmented our audience and included multiple touches using:
- dimensional and traditional direct mail
- Smart Zones digital display advertising
- niche digital display advertising
- radio
- content
- social media
- public relations
- landing pages (campaign hub)
The campaign featured compelling offers, including an Amazon Kindle Fire and a helpful whitepaper.
Our strategy also included a measured roll out to gauge tactical effectiveness before investing too much in any one area.
RESULTS: Year over year quote volume was up 338%
The campaign contributed to a significant increase in quote volume and also helped drive additional premiums.
In its seventh consecutive year of top line growth and profitability, Renaissance has expanded its relationship with Responsory to include multiple campaigns and initiatives.
“I wanted to drop you a quick note to say how impressed I am with the Responsory team…I appreciate the skill diversity of your team as well as the passion everyone has for helping us grow our brand.”
– Chris Adams, Director of Marketing, Communications and Philanthropy at Renaissance Life & Health Insurance Company of America
