Newfoundland Travel Campaign
Challenged with creating a marketing campaign for an incentive program to Newfoundland that appealed to an audience accustomed to luxury vacations in exotic places, I created an integrated digital marketing campaign billing Newfoundland as The Adventure of a Lifetime. The campaign portrayed the unique beauty and only-in-Newfoundland activities and culture and successfully captured the attention and interest of this audience. The campaign featured an email campaign, promotional gifts, changing web content, and monthly postcards to raise excitement.Term Insurance for Mortgage Protection
I developed and executed a multi-level marketing campaign to promote a term insurance product as a smart alternative to mortgage protection. In addition to equiping the company's sales force with tools and materials to promote the concept to Advisors, the program also provided Advisors with ready-to-go tools and campaigns to reach their Consumer audiences directly.
Leukemia & Lymphoma Society of Canada Fundraising Event
I created a media relations campaign for an Ontario-wide fundraising event. As the lead media relations specialist, I fostered relationships with media to obtain province-wide coverage of the event and pro-bono advertising in a variety of publications.
LifeScripter Web Launch
When a company developed an innovative online insurance calculator, I worked with them to create a unique marketing campaign that would raise excitement for its launch and continue momentum post launch. The digital campaign began with a drip countdown to the launch date, and then continued afterward with a contest to encourage audiences to try the service and learn more about it. The campaign featured a microsite, web advertising, email campaign, and web-based training videos.
Life Insurance Product Relaunch
After the launch of a new insurance product left the company wondering why they weren't meeting their sales targets, I was brought on to relaunch the product. The challenges were to explain the product's new and existing features and benefits to an audience that were used to a very different type of insurance model and was having difficulty comparing it to the other products out there. Using the analogy of apples and oranges, the relaunch helped explain to Advisors, their customers, and internal staff the differentiation promise of the product.