Welcome to WRITING MATTERS, celebrating the value of good writing in the business world.

 

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VOLUME 2, ISSUE 3 – NOVEMBER 2008

 

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This Month's Case Study – West Coast Life Insurance

 

The Company

West Coast Life Insurance was a mid-sized life insurance company operating in California.  The company’s agency force sold its policies through independent offices throughout the state.

 

The Challenge

Over the years, West Coast Life allowed its agents to produce their own marketing materials, with varying results.  Although occasional attempts were made to centralize marketing efforts, the agents often did their own thing regardless.  This led to some inconsistencies regarding certain products and coverage, which didn’t reflect well on the company.

 

Jim Jackson was the company’s new Director of Marketing and his first goal was to centralize all marketing programs and limit any confusion between the agents and company headquarters.  Unfortunately, because he only had a small administrative staff, he would need to outsource for creative support.

 

Due to budgetary constraints, Jim had to start small with one or two projects and work his way up to a broader marketing plan.  His first project would be a quarterly customer newsletter advertising products and offering life insurance advice for families and individuals.  The newsletter would also be distributed to the agents to ensure a consistent marketing message territorywide.

 

Additionally, Jim wanted to establish regular communication with the agency force in the form of a monthly email, which would discuss new and existing products, and provide an outlet for immediate feedback to the corporate office.

 

The Solution

In his previous job with another insurer, Jim had used a freelance copywriter named Laura to write similar marketing materials.  Laura partnered regularly with a graphic designer, thus providing a convenient turnkey package.

 

Jim contacted Laura and the two scheduled a meeting.  Familiar with the way she worked and her project fees, Jim was confident Laura could bring his ideas to light.  During the meeting, she informed Jim she still worked with the same graphic designer and could easily bring him in when needed.

 

For the newsletter, Laura suggested two methods of delivery: a print-based version for potential and existing policyholders, and an electronic version for the agents.  Jim arranged for Laura to meet with a handful of agents to make sure the newsletter met their needs.  Laura and her graphic designer began working on the project and completed a first draft within a few short weeks.

 

The Outcome

West Coast Life Insurance’s newsletter premiered with great fanfare and received positive reviews from the agency force.  The electronic version was sent to all agents, and the print version was readied for a direct mail campaign to both existing and prospective policyholders.  Laura also worked with Jim to craft the first monthly email update.

 

By introducing the newsletter and monthly email, West Coast Life improved communication both internally and externally, thus establishing a consistent marketing message throughout the company.  This, in turn, would lead to a better customer service experience, new policies written, and retention of existing policies.  And this was only the beginning as Jim planned to use Laura and her designer for future projects.

 

In tough economic times, businesses can’t afford to stop their marketing efforts.  Jim understood his company had to keep going to ensure continued success, and he knew freelance creative support was an excellent solution to achieve his goals.

 

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If you have a "writer-to-the-rescue" story to share, please let me know at: JPT@spectrumcopywriting.com.

 

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The next issue of WRITING MATTERS will be out December 1st.

 

Have a great month and Happy Thanksgiving!

 

 

 

John Paul Tancredi, Copywriter/Consultant

Spectrum Copywriting Services

JPT@spectrumcopywriting.com

www.spectrumcopywriting.com

 

 

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