Copywriter and Content Strategist for the #1 Pet Insurance in America as chosen by veterinarians

Challenge

Elevate the Trupanion brand as the premier brand in the space, something beyond “just pet insurance,” and highlight our greatest asset—our pet-loving people.

Solution

Convert all three of our customer segments—veterinarians, breeders, and pet owners—into evangelists with targeted communications and support materials.

Work

I worked as lead copywriter with a team of graphic designers, channel marketers, and junior writers to develop distinct brand voice guidelines for each customer segment, produce targeted marketing campaigns and unique web experiences for each, and cultivate referral programs through custom content developed for customers to share with others.

I quickly became known as “the fire extinguisher,” tackling high priority, high visibility projects with extremely tight deadlines and no room for error.

Results

• Veterinary Hospital Participation growth: 8.1%
• Breeder Program Participation growth: 14.2%
• Total Revenue growth: 39%

Landspath

Trupanion’s partnership with Rayne Clinical Nutrition gave me unique opportunities to revitalize not only Rayne’s online shopping platform but also develop the brand Landspath, a subscription-model dog food.

Landspath was a tremendous concept—who wouldn’t want to add at least two years to their pet’s life? It’s a bold claim, and it was backed by scientific research robust enough that it could even lead to discounts on pet insurance premiums.

---