Have you ever been cornered at a party by some terribly boring person explaining their job or hobby or whatever, and you can feel the seconds of life force draining from you? That’s what bad marketing feels like to me. Don’t tell me how great your company is; tell me how you’re going to make my life better.
I’m best when I’m working with a creative marketing team to develop and present a brand voice or campaign that speaks to your customers (preferably something honest and funny but I can do serious too).
Allstate Identity Protection
My work at Allstate Identity Protection was focused on the broker-partner side of the business: selling our products through brokerages as an employee benefit to HR leaders at companies across the US. The challenge with this system is crafting messaging that resonates with brokers enough for them to bring up our voluntary benefit offering in their conversations with clients who may or may not even have identity protection on their radar. Then we’d need to repeat that process with HR teams to get them excited to offer the product to their employees who, you guessed it, would then need their own marketing materials to ensure enrollment.
Oh and there are a slew of lawyers poring over every single word since we’re an insurance product and thus part of one of the most heavily regulated industries in America.
My successes at AIP included:
- Winning 2 targeted accounts projected at over $500,000
- Winning 2 net new accounts projected at $475,000
- Re-opening 1 opportunity from a lost account
- Increasing our broker email open rate from 14% to 25%
- Average $40K spend from clients attending VIP marketing events
- Increasing new logo and member participation by 1.3%
Cyber protection videos for Allstate Identity Protection
One of the biggest challenges at Allstate Identity Protection was presenting an overwhelming amalgamation of complex tech and abstract threats to a mixed audience of insurance brokers, HR decision makers, and end-users — each with their own varying level of sophistication, knowledge, and interest.
The solution? A series of “quick hit” videos, designed with social in mind, to break down the problems we solve into simple language without overwhelming.
Pup Talk videos
Folks pay for insurance in the hopes that they’ll never actually have to use it. So how do you maintain a positive brand association when the ideal experience in your customers’ eyes is a monthly bill for services they didn’t need to use?
When you’re stacked with veterinary experts and advocates like Trupanion, you create snappy instructional videos to help new pet parents learn the ropes — and keep your brand front of mind when they need pet help.
I got to write and storyboard these videos — and even got to co-star in a couple of them with adorable dogs — featuring the fantastic veterinarian Dr. Natalie Marks. In between takes I was also working as script supervisor and impromptu acting coach, helping an actual doctor play one on TV.
Gig Life
“The Gig Life” was a concept I developed for Wave Broadband to hype their symmetrical gigabit internet speed offered through Wave G – the “cool” brand.
The idea was that gigabit internet was so fast, so cool, so life-altering that it would permeate your very existence. You’d start viewing the world differently, and seeing the Wave G logo everywhere.
Even Here
“Even Here” was a campaign I developed with our internal team of designers to highlight the “local, friendly, West Coast” vibe of Wave Broadband and to build awareness—especially in our rural markets—that you didn’t need to live in a major metropolitan area to access cutting edge data services.
Business prospects and customers appreciated “big time” services like colocation and enterprise-level pipelines were available throughout our service area, while residential customers were wowed by the promise of Gig Speed.
Images were selected to highlight local landmarks and visually striking areas within our service range.
Direct Mail
At Wave I was the driving force for campaign creative, often developing a concept, working with a team of Graphic Designers to solidify it visually, and drafting the copy and messaging to carry forward across all advertising, including Direct Mail aimed at both B2B and B2C audiences:
RC Copy 