Diane Bossotti

Multi-Channel Integrated Campaigns

Credit Unions Podcast Campaign
This multi-channel campaign targeting credit union (CU) managers consisted of a custom landing page, email, social posts, and a podcast as the key piece of content. All channels drove to the podcast, which featured two CU insurance experts providing timely, actionable advice on how to prevent fraud.

Work included:

Marine Contractors Campaign
Through research, we discovered that marine contractors usually perform their jobs without a contact—just sealing the deal with a handshake. With that nugget, we found our content: the need for a contract and what to put in it. We created this content in two forms: graphic explainer video and blog post, then drove to them via a custom landing page, social, and search. The result was compelling information that helped marine contractors protect their business while showcasing our industry expertise.

Work included:

• Marketing strategy brainstorming

• Online research and SME interview

• Explainer video and blog post

• Social posts and display ads

Snow & Ice Campaign

We targeted snow and ice removal contractors with an interactive logbook for their use and Top 3 Risk Mitigation Tips as the core content featured on a custom landing page. With emails and social posts rounding out the campaign, we succeeded in increasing monthly landing page views by 92%—which in turn led to an increase in marketing leads and 25% of applications converting to bound policies.

Work included:

• Marketing strategy brainstorming

• Online research and SME discussion

• SEO keyword optimization

• All marketing copy and content

School Bus Driver Campaign

We started by identifying an issue for school bus companies: how to attract and keep qualified drivers. Then, we interviewed industry experts for insights and crafted original content to address this problem. Lastly, we distributed the content via an article in School Transportation News and supplemented with paid organic social posts and targeted emails. Results? The STN article was the most viewed partner story of 2020, garnering over 2,000 views in less than a month and 4,000+ total pageviews (3x average). The social campaign was equally successful with an impressive click thru rate of .9%. The email campaign had an amazing 20+% open rate and 30% click rate.

Work included:

• Marketing strategy brainstorming

• Online research and SME interviews

• Byline article written for STN

• Add’l marketing copy and content

Animal Welfare Campaign
Consisting of email, social, search, and a custom landing page filled with important stats and relevant content for animal advocacy groups, this campaign highlighted our animal welfare insurance offering in a fun and unique way, increasing brand awareness and leading to the binding of new accounts.

Work included:

·       Marketing strategy brainstorming

·       Online research and SME interviews

·       All marketing copy and content