American Family Insurance Road to Success Case Study
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American Family InsuranceRoad To SuccessBackground: American Family Insurance — a large midwestern insurance company — offers many cost-shared, direct-marketing programs to its agents to assist them in promoting insurance products to both prospective and existing customers. Agents can combine growth (prospecting) campaigns, retention/cross-selling programs for existing customers, and Internet programs to drive incremental sales for their agency. Challenge: We needed to develop an innovative way to communicate program options to the agents, motivate them to act on their chosen strategies to meet their goals, and increase agent enrollment in growth campaigns by 12 percent over the previous year. Solution: Open Enrollment Season promotional meetings, hosted by the district managers, were initiated. These meetings communicated the information about the programs — in the form of easy-to-use kits — into the hands of the agents, with a consistent motivational message in an exciting and engaging format. Results: Implementation of the meetings and kit distribution yielded:
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