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Product | Acquisition | Growth | Brand
Click HERE to visit NUTRAscriptives' Spring/Summer 2023 Catalog.
Product Catalog | NUTRAscriptives
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The previous .pdf format catalog was not interactive for easy ordering, content changes were difficult, and did not allow for tracking and reporting.
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Action Plan: Create an interactive, educational and fun-to-use catalog in a virtual format for turn-key sales and customer utilization tracking.
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Results: The virtual catalog yielded more than $20k in it's first few weeks in flight and is currently the #1 sales channel.
Starter Kits | NUTRAscriptives
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Sales Enablement project to influence B2B conversation while at events, visiting prospect providers, or provider offices what have limited sales.
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Action Plan: Four themed Starter Kits with appealing packaging created to encourage communication, conversion and increased utilization.
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Results: Starter Kits are so popular for in-office and event sales enablement that pricing has been determine to begin kit online sales.
Dental Network | "Office Managers Appreciation Month"
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A targeted Dental Office Manager strategy was designed and implemented to drive increased utility of the CareCredit card. By acknowledging, creating advocates and influence action among the gatekeepers - those who manage Dental front offices - CareCredit would realize not only increase transactions, but also significant good will in the minds of our target audience.
Action Plan:
A national, multi-channel campaign was launched in partnership with key trade and publication partners. Both on and off-line media was utilized including, print advertising, promotional sweepstakes utilizing social platforms, educational editorial, podcasts, webinars, PR and internal Sales partner engagement.
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Results:
More than 3% incremental transaction lift and 10.2% sales volume incremental lift vs. STLY. Industry relations = PRICELESS.
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CA Preferred Renters | "Matt & Melissa"
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A preferred Renters strategy supported CA’s containment environment by increasing NB PIF while controlling WP. Renters Insurance is a profitable line so the objective was to influence >$50k coverage C quoting/issuing. My team and I worked with the Product team to rebalance CA’s low limit book. The intent was also to Influence policy lifecycle/longevity; get them while their young and retain
Action Plan:
Extensive geographic analysis to understand affluent locations to target, Prospecting Postcard, Dynamic Video – "Matt & Melissa," Property Manager Tool, Production Campaign, FAQs and Training
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Results:
Achieved desired new business and risk level results.
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Specialty Product Lines | "Nick Knows!"
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According to a 2012 Specialty Findings Study, it was observed that about 25% of CA agents did not write Specialty with Safeco. The primary reason was because the agents were “not familiar with the product offerings.” Specialty needed a trusted “personality." Customers with toys are like-minded and seek an expert advisor who also has a passion for the vehicles they worked so hard to acquire
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Action Plan:
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The identity “Nick Knows” was born
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Specialty agent education hosted by Nick
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Over 30 repeatable, first-person articles and reprints from Nick
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“Ticket to Ride” sweepstakes presented by Nick
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Nick promoted Book Transfers
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The Doll! Extensive agent and tradeshow travel
Results:
Achieved desired new business and program awareness results.
Auto Product Line | "Mileage Matters"
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Adverse trend detected among the state’s average miles rating. Californian’s drive on average 13,476 miles but agents are documenting about 8,000 on behalf of their clients. Loss Ratio and Combined Ratio continue to trend high
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Action Plan:
Internal (sales) and external (agent) communication plan launched, titled “Mileage Matters!” with focus on why accurate annual mileage reporting matters
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Monthly agent mileage “offender” list
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Monthly review of LOB mix report to ID trends
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Four Mileage Matters! agent webinars
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Ongoing review of agent discussion points to ensure mileage conversation is taking place
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Use of internal incentives to acknowledge field success
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Weekly internal Huddle discussions
Results:
Achieved desired average annual mileage results.