As a designer on the creative marketing team at American National, I am often given briefs to create marketing materials for various campaigns. The ask on this recent brief was to create advertising material templates for Ag Affinity Partners.

Development of a suite of creative templates that can be customized for each association and used to market our insurance products to members of Ag associations that American National has affinity partnerships with. The deliverables were templates for an email, a landing page, a postcard and a Facebook post.

I tailored the template's design to include the American National brand, the affinity partner's brand as well as imagery that will appeal to the Ag target audience. I decided on a general theme of connection, to highlight our partnerships and local connection with the community. With this theme in mind, I created the first found of mockups to present.

Comments for revisions & messaging were:

Need strengthening of CONNECTION, not just between AN and the Affinity group, but between Agent & Client.

Is there anything more we can creatively to make the CONNECTION more obvious

Is there more we can do to get them to click, call, respond?

In light of these comments, I revised the connection type treatment to illustrate the concept of connection further. I also included the custom copy from the writer into the new mockups.

The goal of this campaign was to increase inquiries from clients to American National Agents for ag insurance products. Market Managers tracked click through rates, conversions and leads that convert into policies via the landing page form to policies written. The outcome was that agents sold 6% more ag policies in the first 90 days after the launch of the campaign.