The independent insurance agents are critical partners for Westfield Insurance, and their success is paramount to our own. However, most of them were still using traditional marketing methods, which were not effective in the digital age. Moreover, these outdated practices made it challenging for them to compete with larger insurance companies that had more sophisticated digital marketing strategies. Additionally, they did not have the resources or expertise to update their marketing practices and processes. Recognizing the talent within our internal marketing team at Westfield Insurance, I saw an opportunity to bridge this gap and provide a solution to our partner agencies.

I developed the idea of a new service that would leverage our internal marketing talent to assist independent insurance agents in marketing their agencies better. I created a pitch that outlined the problem, proposed solution, and the benefits it would bring to our partner agencies and Westfield Insurance. The leadership team, including the Chief Digital Officer, Chief Marketing Officer, and Corporate Marketing Leader, approved a pilot program after a thorough review of the pitch.

The pilot program involved recruiting two agencies to run concurrent programs. The first program involved the research and creation of a service blueprint for the marketing efforts of one partner insurance agency.

The first program involved creating a service blueprint for one of the partner insurance agencies. This was a crucial step as the blueprint would serve as a roadmap for the agency's marketing efforts.

The research process was comprehensive and multifaceted, involving several steps:

Desk Research: Before engaging with the agency, we conducted desk research to gather as much information as possible about the agency's current marketing efforts. This involved analyzing their online presence, including their website, social media channels, and any online advertising campaigns. We also reviewed any available marketing collateral, such as brochures, newsletters, and press releases.

Stakeholder Interviews: We conducted interviews with key stakeholders at the agency, including internal staff, marketing personnel, and agency owners. The purpose of these interviews was to understand their perspective on the current marketing efforts, identify any challenges they face, and gather insights into their goals and available resources. These interviews were conducted either in-person or via video conferencing, depending on the preference and availability of the stakeholders.

Customer Engagement Analysis: We also analyzed the agency's customer engagement strategies. This involved reviewing their customer communication channels, such as emails, newsletters, and social media interactions. We also conducted a survey among a sample of the agency's customers to understand their perspective on the agency's marketing efforts and identify any areas for improvement.

Marketing Performance Analysis: Lastly, we conducted a thorough analysis of the agency's overall marketing performance. This involved reviewing key metrics such as website traffic, social media engagement, conversion rates, and customer retention rates. We also analyzed the return on investment (ROI) of any paid marketing campaigns the agency had conducted.

Based on the findings from the research process, we developed a service blueprint that outlined a new marketing strategy tailored to the needs and resources of the agency. The blueprint included the following elements:

Marketing Channels: Detailed recommendations on the most effective marketing channels for the agency, based on their target audience and available resources.

Customer Engagement Strategies: Specific strategies for improving customer engagement, including recommendations on communication channels, content strategies, and customer feedback mechanisms.

Marketing Performance Improvement: Recommendations for improving the overall marketing performance of the agency, including strategies for improving website traffic, social media engagement, conversion rates, and customer retention rates.

Implementation Plan: A detailed plan for implementing the recommendations, including a timeline, required resources, and potential challenges.

KPIs: A list of key performance indicators (KPIs) to measure the success of the implementation. These KPIs were carefully selected to align with the agency's goals and available resources.

The service blueprint served as a comprehensive guide for the agency to revamp its marketing efforts and improve its overall marketing performance.

At the end of the pilot program, we evaluated the outcomes based on the value delivered to the partner agencies and the feedback received from them.

The partner agency involved in the first program reported a significant improvement in their marketing efforts after implementing the strategies outlined in the service blueprint. They observed increased engagement from their clients and a notable increase in new business inquiries.

Based on the positive feedback received from the partner agencies and the affirmed value delivered to them, the leadership team decided to move forward with the full launch of the program, opening the service to all partner agencies and staffing the program accordingly.