Farmers Insurance

(Smarketing)

In late 2017 a Farmers Insurance agent approached us with a plan to create “Smarkeing”. A marketing firm for other insurance agents. He had a group of agents ready to mail, the insurance rate data, and a list of address. What he didn’t have was good creative.

My Role in this Project:

Creative Concept

Design

Copy Writing

Additional Team Members:

Andy Chagan – Sales

Snap Pack (2018)
& Letter Kit (2019

Using direct mail to acquire new clients for insurance is not new. Based on our research all of the major companies were using a letter format that was the same. They just traded out the logo. This lead to a flood of mail that looked the same and was ignored by consumers. He asked for our help to change that.

In addition to all the mail looking the same, the old format was a poorly laid out collection of icons and text that focused on coverages, limits, and deductibles. It simply was not very effective.

To help boost response, and provide our client with a competitive edge we redesigned the old letter. Due to insurance regulations, we were required to use the same content. However, the layout was completely at our discretion. We changed the hierarchy of messaging so the price would be seen as soon as they opened the letter. The policy details, company and event the agent contact information took a backseat to that bit of critical information.

The campaign with the new creative was launched in early 2018. The Smarketing agency continued to mail the same letter for nearly a year until he returned to me asking to update the art. He said it worked so well that all of his competitors had started copying the layout.

New creative using the same design foundations was put into production in early 2019. Smarketing continues to increase mail volumes and add new agents every month.