I recently attended the Ad Club of Boston's CMO Breakfast Presentation by Barbara Goose, John Hancock's CMO, in which she spoke about their recent ad campaign starring David Ortiz. Their campaign goal was to increase brand recognition among consumers, a relatively untapped market for retirement services, and to convert this awareness to engagement in social media.READ MORE +
Universal Wilde Blog
The Universal Wilde blog features the latest news on marketing, printing, fulfillment and distribution. Here you'll find posts on emerging trends in marketing services.
Our Northeastern Co-op, who’s been with us for the past 6 months, is awesome! We cannot underestimate what she’s brought to our organization in her short time with us. We’re sorry to see her go. Kristen didn’t come to us with years of experience, but she came with three qualities that are key to her success and would be key to the success for any intern.READ MORE +
Where does one begin with the higher education market? It’s highly complex and marketers need to keep an eye on trends and customer behavior patterns to stay relevant and competent in the field.
I was delighted to discover Sappi’s incredible guide for higher education marketing professionals, The Marketing of Higher Education, which seeks to simplify everything for marketers in this field. Sappi provides a slew of information including industry stats, case studies with full spreads of creative, myths and facts to be cognizant of in marketing, and a jaw-dropping, 5-page pullout brimming with ideas for crafting a multi-channel approach.
Although there are many impressive things about the guide, I’ve distilled my top 3 insights for why you should read it and keep it for reference:
Over the past year we have researched and published 24 videos to support best practices in digital and direct marketing, in a “By The Numbers” series, communicating scientific proof through statistics or numbers.
There is no doubt that the multitude of new channels and people’s ever-decreasing attention span make it a challenge for insurance companies to connect with their audience and get them to engage with their brand. As marketers, we must continually adapt to the new realities in the marketplace.READ MORE +
To cap off our 2016 Trends and Insights Series, this week we are talking about omnichannel marketing. If you’re not already thinking about making the move from multichannel to omnichannel, then 2016 should be the year you decide to do make it happen for your company. Why, you ask? Let us break it down:
More than just interacting with potential customers on various platforms, marketers are going to begin this shift to better offer customers a true continuity to their experience. With more and more touchpoints available to interact with brands, there has to be feeling of congruency across each point. Marketers are now tasked with a customer who can come to them via a website, a social media account, a phone call, an email, a piece of direct mail….the list goes on.READ MORE +
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As 2015 comes to a close, we like to reflect on the successes the year brought – not just to the company – but to the direct marketing industry as a whole. In anticipation for the year ahead, it’s also our job to list our learnings from the last twelve months and see how they will translate and/or change in the coming twelve.READ MORE +
Universal Wilde wins the Gold Award of Excellence and the Silver Award of Distinction from the Communicator Awards
We are thrilled to announce that two of our Marketing Communication entries were winners in the 2015 Communicator Awards competition!
The Communicator Awards is the largest and most competitive awards program honoring the creative excellence for communications professionals. There were over 6,000 entries received from organizations across the US and around the world.
The Communicator Awards are judged and overseen by the Academy of Interactive and Visual Arts (AIVA), a 600+ member organization of leading professionals from various disciplines of the visual arts. Current IAVA membership represents a "Who's Who" of acclaimed media, advertising, and marketing firms including: AirType Studio, Condè Nast, Disney, Keller Crescent, Lockheed Martin, Monster.com, MTV, rabble+rouser, Time Inc., Tribal DDB, Yahoo!, and many others.
Linda Day, executive director of the AIVA, noted “The work entered in the 21st Annual Communicator Awards serves as a true testament to the innovative ideas and capabilities of communications and marketing professionals around the world. Each year our entrants continue to amaze by reinventing the ways we communicate and market in an ever-changing industry.” Needless to say, we are thrilled to have won two awards in this prestigious and highly competitive competition.So which two entries won?
I was fortunate enough to attend the Professional Insurance Marketing Association (PIMA) conference in Marco Island, FL. This conference brings together marketing executives from Insurance companies, Agents, and business partners. The purpose of this conference is to discuss industry trends, legislative issues and to create an environment to conduct new business partnerships.
Some of the major trends that were discussed were how big data is changing the business, the need for a better experience to engage with younger consumers and how new entrants to the market will increase competition. Maria Ferrante- Schepis, Managing Director from Maddock Douglas, a large consultancy focused on the insurance space, delivered the keynote speech on innovation. Her research shows that the insurance industry is ripe for what she describes as being Napstered. Much like how Amazon, Netflix and Uber have dramatically changed how consumers conduct business, acquiring insurance has similar inefficiencies that can be improved with technology. She believes that impartial advisers, crowd-sourcing to share deductibles, and global competition will greatly change this industry in the next five years. She also said that these changes will greatly increase participation with millennials.
Bill Sunneson, President of Mass Drive insurance, presented the findings PIMA's technology working group and continued on Maria's theme. His committee feels that companies like Wal-mart, Amazon and Google will change how insurance is shopped and distributed. In another presentation, Lou Geremia, senior adviser to Goji, stated that insurance companies are spending 100's of millions of dollars on paid search (up to $30 per click).
At Universal Wilde we feel we are well positioned to assist insurance companies succeed through these changes. As the leader in technology driven, "Thought to distribution" direct marketing we are able to quickly take advantage of trigger based campaigns. With only a very small percentage of the budgets discussed above, we are able to deliver high-quality direct marketing pieces to targeted consumers. Our technology also allows for seamless integration with insurance agencies to quickly deliver targeted follow-up correspondence.
UW will continue to participate with PIMA and we look forward to participating in this rapidly changing market.