Audrey Carpenter. Marketing Portfolio 2017

Transcription

1 Audrey Carpenter Marketing Portfolio 2017 "Customer service experience with a brand overtakes price as the key factor on whether to buy. Grow relationships wisely.

2 Who is Hiscox Insurance? Hiscox Insurance is a commercial insurance carrier primarily in the property and casualty sector (general liability, professional liability and business owners policies). Based in Bermuda, U.S. office locations opened 11 years ago. They sell policies to business owners nationwide and have an office in Chicago which employs mostly underwriting, financial and compliance staff. I support the Greater Midwest sales territory through lead generation marketing campaigns and brand strengthening. Hiscox has made a niche for itself in aggressively targeting small business entrepreneurs those who typically have a hard time finding coverage for their business start ups due to high risk. Through Hiscox s backing by A-rated insurers, such as Lloyd s of London, they have been able to position themselves as the go-to source for coverage in the small to medium verticals.

3 Innovation Hiscox was a forerunner in the Online Quote and Bind digital platform which allows business owners and agents to get a quote online for coverage in under 10 minutes. Many other high visibility insurers then emulated this innovation Allstate, State Farm, etc... Gone are the days when you have to go to your insurance agent to get a quote. Hiscox was one of the original creators of this ingenious market change. One of my primary early responsibilities was to market this new innovation. I did so through repetitive, tiered marketing campaigns with social media, marketing, webinars and content creation for the company website.

4 marketing Here s an campaign I created for one of our MGA partners in Northern Illinois.

5 marketing Here is another example. These were created with MailChimp software. Analytics and metrics evaluated performance for strategizing and strengthening future campaigns. Tailored drip campaigns went out approximately every two weeks to segmented audiences based on product emphasis and demographics.

6 Webinar Creation & Hosting As Hiscox developed agent partners throughout the Midwest, it offered MGA s the opportunity to co-host quarterly webinars on how to use the Quote and Bind platform. I developed webinars and re-ran them as needed in a live capacity though the webinar was previously recorded. Webinars remained available on-demand after conclusion and were used in retargeting efforts. Here is a sample co-branded webinar with one of our MGA agents in Iowa: ation%20(pdf).pdf Feedback from the webinars (through surveys and rating questions) allowed the upload of quality customer reviews on the company website. It also allowed for the creation of customer personas, which then guided strategy for digital marketing efforts such as PPC and SEM.

7 Social Media I often am asked to create content for Hiscox social media on Facebook, LinkedIn and Twitter. This is an example of a piece I created for the Hiscox Small Biz Chat on Twitter - a live forum where agents can ask questions of experts. This Hiscox Author Series began in 2012.

8 Social Media

9 Brand Building Consistent, clean messaging is the standard of the HIscox brand. Simple and visually driven. This piece I created has been used repeatedly across social media, paid advertising and trade publication placement.

10 Branding Building

11 Brand Building

12 Brand Building

13 When we think of the word courage we think of people who don t fear risk, but instead fear not taking risk. At Hiscox, we believe that taking risks is a positive both for individuals and for businesses. Encourage Courage Campaign

14 In 2014 Hiscox undertook an extensive omni-channel campaign called Encourage Courage designed to highlight courage in business. The campaign built widespread brand ambassadorship by sharing compelling stories of business owners. We make our customers the heroes of our stories.

15 An Encourage Courage video that I wrote script and developed background visualization for. This multi-month project involved collaboration with a video producer in Brooklyn, NY. Click on video to watch.

16 I mpossible Campaign In 2017 Hiscox rolled out a new campaign that piggy backed on the Encourage Courage campaign from Going a step farther, the brand continues to market as a risk supporter rather than risk avoider with the motto I mpossible, highlighting Hiscox customers who took risks.

17 I mpossible Campaign

18 Tradeshow marketing Hiscox participates in several regional trade shows and conferences annually. I have collaborated on the development of: Booth design Attendee giveaways Digital demonstrations Media kits