Supplementing Online with Offline
We identified 3 keys for online & offline to support each other optimally
- 1. Clear custom segments with both dispositions
- 2. Messaging that is unique but complimentary
- 3. Engagement options in both channels
Calibrant and ARM created a comprehensive online and offline campaign that were uniquely different while still maintaining a congruous feel, offer, and brand position that allowed customers to seamlessly traverse either channel based on their preferences.
Online & offline inquiries, dispositions, and transactions were combined to form a singular cross-channel profile for each segment -- some that could be jointly marketed and some not.
Each bit of communication with prospective customers was adjusted to maximize resonance unique to each channel yet maintain a cohesive voice, offer, position, brand, and invitation to engage online or offline.
ARM & Calibrant worked with the client to adjust how the customer’s journey progressed through each channel, how to track and facilitate a customer switching, maximize call center conversion, and installed follow-up program to maximize final policy bind rates.
exceeded aggregate new business premium goals by 17%