Integrated marketing campaign sees an impressive 63% increase in policy sales in the first three months
The Background
The Kennel Club Healthcare Plan provides premium insurance to pedigree dog owners and has an exclusive affiliation with the Kennel Club in the UK. Through this affiliation, the Kennel Club Healthcare Plan offers each new born pedigree puppy six weeks free insurance.
The Challenge
The project involved two elements: (1) to increase the number of customers activating their six weeks free insurance through the web; and (2) to increase the number of telephone activators converting their six week’s free insurance into a full policy, thereby increasing sales.
The Solution
The CogWorks highlighted that the Kennel Club Healthcare Plan had one of the highest endorsements any dog insurance could have: an exclusive affiliation with the Kennel Club. It was suggested that this unique selling point should be utilised to its full potential in future marketing campaigns.
The customer needed to feel that they were buying more than just an insurance policy: that they were joining an exclusive club to have the benefits of quality, professionalism and expert knowledge. All these factors needed to be reinforced.
It was decided that a series of integrated emails, letters and micro-sites should be produced to target different customer profiles at various stages during the six-week-free period, highlighting the benefits of policy activation or conversion.
To increase web activations, customers were directed to a special micro-site www.sixweeksfree.co.uk where the sole purpose was to drive users to an ‘Activate Now’ form to register. To reduce the number of customers cancelling at the end of the free period, it was made compulsory to provide payment details, this ensured only serious customers applied.
A similar approach was used to increase the conversion rates. A series of emails and letters were sent throughout the six weeks, progressively reinforcing the benefits of the policy and reasons to convert. Customers were also directed to another micro-site www.continuemycover.co.uk , specifically aimed at making it as easy as possible to convert.
A third set of emails, letters and a branded micro-site www.keepuscovered.co.uk was produced to catch telephone only customers whose payment details had not been given in advance.
The Results
During the first 3 months, there was a massive increase in activations – up 53%, and an even greater increase of 63% for full policy conversions. Activation and conversion rates are continuing to rise month on month.
What the Client said
"We have had some great results from this project and we are now working on refining the process to increase activation and conversion rates even more.
We are more than impressed with The CogWorks team. They have a great ability to think 2 steps ahead and continue to provide an exemplary service."
Matthew Henderson
Business Development Director, Agria Pet Insurance
Download this case study as a PDF