Agency Marketing Communication Strategy

Nationwide recently made the switch to an Independent Agent model. With doing so, they are creating campaigns to educate agents about their products and offerings. There are currently 14 campaigns being developed, with over 50 support tactics.

The problem:

Campaign-to-campaign comparison feels disjointed. Each campaign follows a unique look and feel, with a wide range of tactics leading to custom campaign landing pages. These custom landing pages take more design and build time, each follow a different user experience and offer no cross-campaign functionality.

Here are just a few campaign landing pages:

Our approach:

Improve agents' user experience by creating a website that makes it easy for them to do business with Nationwide.

Make it easy

• Positions Nationwide as thought leaders

• Offer a consistent user experience

• Provides a cross-campaign overview for independent agents

• Provides one place for agents to visit and receive the most up-to-date information

• Could include product pages that offer in-depth details and helpful sales tips

• Provides a centralized location to connect all agent support tools
  (Marketing Central, Hearsay, etc.)

Improve security, efficiency

• Offers login-protected content

• The use of one format requires less design and build time — saving 30+ hours for each campaign

Test-and-learn

• Offers the ability to track what campaigns are gaining traction

• Provides the ability to target IAs with customized content
  (i.e., "Rates dropped in your state!")

Project contributors:
Cindy Esker & Stephanie Fry (creative directors)  |  Bryan Gasaway (creative strategy)  |  Mary McPhail (writer)