Agency for the American Working Family

AAWF Web Site Home Page

The Challenge:

Develop a new insurance brand targeting the middle market (age 35-54), and to launch a new product line that will return premiums to customers after a 15-year period. Most insurance companies focus on the senior market and have not been successful in gaining market share in the middle market. This market still relies on agents to purchase life insurance and many times do not understand why they need insurance.

Our Solution:

Utilizing proven direct response techniques, develop a brand that calls out to the middle market that captures the essence of the working family; to protect everything they have worked so hard for their entire lives.

The program included:
• A new logo to create the identity of the agency
• A 120 DR TV Spot in selected markets driving prospects to respond
• A Website selling the benefits of the AAWF and its insurance packages with a strong call-to-action
• A series of back-end conversion kits based on their product need and state

Active Integrated was awarded a Gold MarCom Creative Award for the AAWF Website for overall site design!


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