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Case study

Revitalizing a Stagnant Life Program

A new client was facing steady program declines that called for substantial action. See how four focused strategies led to a 20% increase in less than one year and 150% growth since the program’s inception.

The Challenge

Several years ago, AGIA assumed responsibility for the marketing and administration of an association’s Group Life Insurance program. Prior to partnering with AGIA, the program had fallen into stagnation and a pattern of slow, but steady decline. Substantial action was needed to turn this program around.

The Solution

AGIA immediately launched a comprehensive effort to revive the program with a variety of strategies that included:

  1. New creative testing
  2. Data modeling and segmentation strategies
  3. New product introductions
  4. 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.

The Result

  • In less than one year, AGIA successfully grew program participation by 20%.
  • In Year Two, program participation grew an additional 60%.
  • Since its inception, program participation has grown almost 150%.

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Revitalizing a Stagnant Life Program

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