The campaign featured a two-pronged approach by targeting internal and external audiences. Team members were introduced to the campaign by receiving an individual watering can symbolizing growing relationships. Department leaders were interviewed about how their teams planted the seeds of success and their responses were compiled into an inspirational booklet. Agents were educated on why to ask about life insurance, when clients should review their coverage and how life insurance can serve their clients’ needs. The campaign featured direct mail, monthly videos, emails and articles. EMC National Life agents were the target of this campaign and the secondary audience was employees. Internal team members were involved through the use of dream boards, magnets and banners. External users were reached through direct mail, email, social media, videos and a microsite. Please click here to visit the site. In order to inspire members of our Focus/Leading Agents Group, we developed a campaign that cut through the clutter and grabbed their attention. The campaign ran over a five-month period and featured direct mail packages that included tackle boxes, bobbers, koozies, can openers, and rods and reels. The campaign concluded with cedar planks and gift cards to Legal Sea Foods. A sales contest paralleled the campaign. This campaign was the courtship of a new group of insurance agents. We themed the campaign around the start of a budding relationship. An introduction letter began the communication followed by direct mail packages where we shared a cup of coffee (Starbucks and a tumbler), composed a poem, sent a sweet treat (cookies), took them out for dinner (Omaha Steaks), and made sure they stayed in touch (phone charger). We wanted to provide our Focus Agents with a unique marketing experience. A pizza themed campaign was developed to show the ways we deliver through the use of unique packages, personalized contacts, sales ideas and a sales incentive opportunity. Over a five-month period, direct mail packages containing pizza cutters, hot mitts, parmesan cheese, pizza stones and gourmet pizza gift cards brought home our message. To personally engage each of our Focus 100 members, we developed a fun campaign that played on words (A Steak in Your Success) and delivered different surprises. The following taglines and items were used: HELLO. NICE TO MEAT YOU. The featured gift was stainless steel EMC National Life branded tongs from Weber. WHOA. WE MEAT AGAIN. The next month we presented agents with heavy-duty spatulas. HEY. ANOTHER MEATING. This gift had sticking power as we gave each agent a handy grill fork. UNTIL WE MEAT AGAIN. – The campaign concluded with spices and a gift card to Omaha Steaks.
