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Problem
A prominent non-profit life insurance company had an old website built and maintained by a large internal IT staff. The site was not representing the image of the company and with IT in charge, the experience was not there to make changes that would boost sales. Thus, the company’s membership was slowly slipping.
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Approach
The association's CEO recognized the need to shift Internet Marketing to the Marketing department and outsource to a systems provider. An Internet Marketing Audit was undertaken as a pilot program with the leading candidate company for the eventual large Internet Marketing project. The detailed “audit” and research showed the way forward with minimum risk and gave the CEO confidence in his partner selection.
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Solution
A new website was developed using in-house marketing resources, the company’s existing print media designer, and the new WSI B2B Internet Marketing company. The result was a large, interactive site totally focused on generating new insurance applications. While the web development was in progress, a Pay-per-Click campaign was run to size the market, get research on important keywords, and test advertising copy.
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Impact
By the end of the first month after the new site launch, online applications for new insurance policies “more than doubled”. Reports of “great site” and “love the functionality” were common with customers, leads, and employees. The mood of the company has shifted to fully embrace Internet Marketing as the way to increase membership and make the association strong far into the future.
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