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Our client was experiencing unprecedented decline in new business performance for a Direct-to-Consumer Guaranteed Issue Life Insurance Product.
The Ask – Provide a comprehensive data discovery and analysis of current customers, product offerings, marketing initiatives and processes to identify areas of opportunity for improvement and growth.
Identified Best Prospects Through Robust Customer Analysis
Recommendations across Creative, Audience, Product, Media Channel and Processing
Prioritized Action Items For Client Implementation
The Strategy
- Complete full consumer profile analysis
- Analysis includes Demographics, Lifestyle Interests, Market Indicators, Market Trends, Triggers
- Perform analysis of channel attribution
- Evaluation of marketing design and execution
- Customer buying and post purchase journey
- Supplement with Competitive and Consumer Research
- Determine action items for internal team vs external resources
Our client was struggling to maintain profitability on a call transfer campaign due to low persistency rates.
The Ask – Revise the existing processes – internal and external – to increase customer retention.
Improvement in Profitability
Change in Gross Conversion Rate
Decrease in Lapses within the 1st 90 Days of Application Submit
The Strategy
- Performed a deep dive analysis on Prospects, New Applicants, Traffic and Media Channel
- Review Age, Gender, Geography, Channel, source, Benefit Level, Payment Method and other variables
- Studied the customer journey once the customer engaged with the company
- Developed findings and created an optimized strategy that considered all parts of the analysis
- Structured incremental testing to prove out recommendations
Our client had many products sold by independent agents – as they got ready to launch into Direct-to-Consumer, they needed a partner with the expertise to not only assist, but spearhead their foray into this competitive channel.
The Ask – Identify and lead supporting partners for DTC expansion strategy and execution.
The program produced the following results for the client:
In New Premium Generated
New Competitive Products Developed, Filed and Launched
(Term Life and Guaranteed Issue Life)
Channel Spend Increase
The Strategy
- We worked across the organization to ensure holistic product development, and a seamless launch strategy across Ops, product groups, marketing teams, and compliance.
- Ensured that channel spend was in line with competitors in an aggressive marketplace.
- Strategy Drivers: Adrea Rubin Marketing crossed profit centers and departments
- Product execution:
- Operations
- Product Groups
- Marketing Teams
- Compliance Regulations
- Digital / Website
- Product execution:
- Analytics
A Pet Prospect challenged us to deliver an innovative way to reach and interact with consumers who own pets.
The Ask – Create a medium for brand awareness.
The program produced the following results for the client:
Members
Impressions Internationally In One Week from
Cost Investment
The Strategy
- Adrea Rubin Marketing identified three pet communities: birth to 2 years of age, 2 years of age to the time of their passing, and after they have crossed over the Rainbow bridge
- A brand spokesperson was established for each of the three groups
- Clubs were then established to create fun and friendship
- The Clubs allowed for new members to join and participate in club activities
- Multiple videos were created to engage and solicit new membership
- Spokesperson posts and interacts with members every day
After 18 years working with a data partner on their direct mail campaigns, our client felt their results were stagnant. They were looking for a partner to ensure direct mail solicitations were in home before competitive offers.
The Ask – Manage direct marketing efforts more efficiently to achieve lower acquisition costs, faster speed to market and better quality of leads.
The program produced the following results for the client:
Cost Savings Realized Over
An 8-Year Period
Lift in Overall Profitability
Database Participation
In A Two-Year Period
The Strategy
- Negotiated with hundreds of list owners to participate in a proprietary flagship consumer database, and persuaded them to accept uniform pricing parameters.
- Convinced data sources to release updates directly to a processing center.
- Consolidated hundreds of lists and identified list families with strong corporate buying power.
- Oversaw the entire process from mail planning through campaign optimization
A Pet Retail Client was looking for a new way to increase product sales while reducing their cost per acquisition.
The Ask – Create the strategy, develop the creative and deploy an initiative that increases overall response while reducing costs.
The program produced the following results for the client:
Increase in Response Rate
Reduction in Acquisition Cost
Increase Average Order Value
The Strategy
- Design a multichannel marketing program that utilizes the Email, Direct Mail and Social Channels
- Determine a messaging strategy that ties all channels together
- Outline promotions to include in each touch point
- Define sequencing and frequency of the touches
- Create proper measuring guidelines to ensure the read of the initiative
Our client was preparing to launch a product in a channel where they had limited expertise. In order to ensure success, they wanted a partner who could manage the entire process and offer guidance and leadership every step of the way.
The Ask – Develop comprehensive marketing strategy, media plan, marketing materials and KPIs for a new product.
The program produced the following results for the client:
Brand Awareness Increase
Over 6 Months
2 Months Earlier Than Originally Projected
Launching Additional Products In The Direct To Consumers Channel
The Strategy
- Determine target audience through consumer surveys
- Identify consumer awareness and perception of brand
- Measure consumer need for product
- Develop marketing materials for brand and product awareness
- Develop and execute medial plan across a multi-channel platform
Our client was preparing to re-launch a product into market. They needed a robust marketing strategy, centered around the product’s differentiated features, to help it stand out in a crowded marketplace. Previous sales had been lower than projected and lagged behind the competition.
The Ask – Identify and articulate unique selling propositions as part of an overall marketing strategy, geared towards boosting sales.
The program produced the following results for the client:
Increase In Sales Within The First 4 Months Of Relaunch
Increase In Overall Average Premium
By Recommended Additional Features
The Strategy
- Identify key competitors and their unique selling propositions through competitive intelligence
- Marketing materials and media channels
- Customer journey
- Ease to purchase
- After sale engagement