INDUSTRY: Life Insurance Provider

PROFILE:

The client is a provider of life insurance and financial needs with nearly 200 offices throughout the country.

MARKETING OBJECTIVE:

Stimulate registration for, and promote awareness and use of, online account information and maintenance to reduce the cost of customer support

MARKETING INITIATIVE:

Communifax’s® strategy was to use offline and online vehicles to stimulate users to visit the corporate Web site and register for their financial account maintenance service. To promote the campaign, Communifax produced and mailed two versions of an oversized postcard – one with an affixed game piece and the other with an imprinted digital code. Additionally, Web site banner ads were created with click-through to a Click ‘N Drag virtual game.

Approximately 150,000 direct mail pieces were sent to current customers directing them to the corporate Web site, encouraging them to sign up for the free account maintenance service. Once registered for the service, customers were offered the interactive game to play for the chance to instantly win up to $5,000.

RESULTS:

• Over 5,000 account maintenance registrations occurred during the promotion period.
• Account registration yielded an increase of over 400% during the promotion period when compared to the same time period the previous year. The only difference was the addition of this off-to-online game.

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