AGIA immediately launched a comprehensive effort to revive the program with a variety of strategies that included:
- New creative testing
- Data modeling and segmentation strategies
- New product introductions
- Channel expansion
The current Term Life marketing needed an “overhaul” since most members had seen the same marketing packages and offers for several years. To counter this, AGIA developed new creative packages and modified existing successful marketing packages — all designed to speak specifically to this group’s membership about Term Life Insurance.
AGIA analyzed the client’s membership demographics and past marketing results to create improved segmentation models. Higher performing segments for Term Life Insurance were identified and became the target for our new creative approach. Concurrently, we identified and removed underperforming segments from future term life marketing campaigns allowing us to maximize the budget. Those members excluded from future term life offers were also analyzed to determine if other products and offers were better suited for their needs or buying preferences.
AGIA also identified and introduced new product lines including Senior Term Life and Emergency Assistance Plus. Tailored to specific age demographics, these new products allowed us to grow the overall program at an impressive rate.