Slide One

Insurance Marketing for Property and Casualty

Brian Culbertson Allstate Agency
University of Oregon Case Study

Title:

Instant Rate Shopper Home Insurance Mailer

Vertical Market:

Insurance Marketing for Property and Casualty

Client:

Brian Culbertson Allstate Agency

Program Objectives:

Increase leads and generate new business at Brian Culbertson Allstate in Fort Myers

Target Audience:

Homeowner by home value in selected zip codes

Distribution:

#10 double window envelope, 8.5 x 11 4-color letter, data processing (CASS, NCOA, DPV, LACS, Presort), variable digital imaging, folding, inserting and delivery to the post office on a weekly basis

Description:

The Fort Myers-Cape Coral Metro area is a very competitive insurance marketplace. There are many agents sending mailers both individually as well as part of a corporate brand. The idea was to create a concept that stood out from the competition, which is what the Culbertson Agency’s mailer did. It used variable data personalization, full color, as well as personal message to get people to pick up the phone or inquire about a quote over the Internet. This home insurance quote mailer was a perfect complement to the marketing mix of radio, television and outdoor media the Culberson Agency was already employing.

Results:

Response Rate: 1% to 2% sustained

Customer Benefits:Increased qualified leads and conversion of new home insurance customers.