Insuresoft Sweepstakes
Transcription
Insuresoft Sweepstakes
TribeAgency creates sparkle for Insuresoft with a diamond prize Market Outlook The insurance software industry offers highly specialized, niche-based products, geared towards a limited and specific market. Insurance software companies may attract only one or two new clients per year, and must be committed to the service and maintenance of their existing clients. Given the intimate size of the industry, it is crucial that insurance software companies get both their name and product information out to potential insurance carrier clients. In the insurance industry “cold hard facts” rule the day, as it is the technical features of a software solution that will truly make the sale. However, the dedication of a company’s service and support team can heavily influence the final purchasing decision. Marketing pieces that communicats both the technical Insuresoft came to TribeAgency as a newly emerged entity on the product information and the human element of commitment and insurance software horizon. In 2004, Insuresoft (formerly the care is crucial to an insurance software company’s success. Diamond Division at Applied Systems) had broken off from its parent company to form an independent enterprise. While Opportunity Insuresoft’s flagship product the Diamond System™ was already a recognized name in the insurance industry, few carriers were aware Insuresoft, Inc. is a leading policy processing systems provider for that Insuresoft was now separate from Applied Systems. the property and casualty insurance industry. Insuresoft offers a Insuresoft’s challenge was to leverage industry regard for the suite of products and services that meet the unique automation Diamond system, while building a distinct brand identity reflecting needs of managing general agents and insurance companies in the values of the new Insuresoft. The first stage in the branding North America. Insuresoft is a privately held company process was creating a redesigned website, which TribeAgency headquartered in University Park, Illinois, with offices in Alabama, developed in Q1 2005. The next step for Insuresoft was to reach Florida and Minnesota. Insuresoft employs over 90 insurance out to its select pool of potential clients through an eye-catching automation specialists. and attention grabbing direct mail piece. INSURESOFT SWEEPSTAKES.CASE STUDY STRATEGY CREATIVITY TECHNOLOGY WEB INTERACTIVE PRINT MOTION IMMERSIVE Solutions Having recently completed the Insuresoft website and Diamond System product tour, TribeAgency was well prepared to further develop Insuresoft’s communication strategy through a direct mail The sweepstakes drew attention to Insuresoft as a new company with an increasingly strong identity of its own linked to the Diamond System. piece. Insuresoft was looking for a way to tie the direct mailer in to the upcoming IASA (Insurance Accounting & Systems Association) conference. Seizing the opportunity to make a huge impact on Insuresoft’s most likely prospects, and also to build buzz for Insuresoft at the conference, TribeAgency suggested a dramatic deviation from the traditional direct mail piece. The idea of a diamond giveaway immediately stood out from TribeAgency internal brainstorming and concepting meetings, since building on the name recognition of the Diamond product was a key strategy. Insuresoft jumped at the idea, choosing an 18k white gold and diamond pendant as the sweepstakes prize. TribeAgency developed a unique website for the Diamond Sweepstakes, which allowed entrants to register online and learn more about Insuresoft and the IASA conference. TribeAgency designed a direct mail piece using the theme of the diamond as inspiration. A custom imprinted USB key fob drive loaded with an interactive Diamond tour was nestled inside of a silver jewelry box. The jewelry box was attached to a card, which built up intrigue about the contents of the box and provided details about Insuresoft and the sweepstakes on the back. The direct mail piece encouraged recipients to insert the USB drive into their computers and take the Diamond tour. The Diamond tour also provided users with a direct link to the online sweepstakes portal. Results The Diamond Sweepstakes direct mailer was sent to a select number of Insuresoft’s prospects, creating excitement for Insuresoft within the tight-knit community of insurance professionals. In combination with a successful reception at the IASA conference, the sweepstakes helped draw attention to Insuresoft as a new company with an increasingly strong identity of its own linked to the Diamond System. 2039 W. WABANSIA AVE. CHICAGO, IL 60647 P: 773.227.2200 [email protected] WWW.TRIBEAGENCY.COM