Insuresoft Sweepstakes

TribeAgency creates sparkle
for Insuresoft with a
diamond prize
Market Outlook
The insurance software industry offers highly specialized,
niche-based products, geared towards a limited and specific
market. Insurance software companies may attract only one or two
new clients per year, and must be committed to the service and
maintenance of their existing clients. Given the intimate size of the
industry, it is crucial that insurance software companies get both
their name and product information out to potential insurance
carrier clients. In the insurance industry “cold hard facts” rule the
day, as it is the technical features of a software solution that will
truly make the sale. However, the dedication of a company’s
service and support team can heavily influence the final purchasing
decision. Marketing pieces that communicats both the technical
Insuresoft came to TribeAgency as a newly emerged entity on the
product information and the human element of commitment and
insurance software horizon. In 2004, Insuresoft (formerly the
care is crucial to an insurance software company’s success.
Diamond Division at Applied Systems) had broken off from its
parent company to form an independent enterprise. While
Opportunity
Insuresoft’s flagship product the Diamond System™ was already a
recognized name in the insurance industry, few carriers were aware
Insuresoft, Inc. is a leading policy processing systems provider for
that Insuresoft was now separate from Applied Systems.
the property and casualty insurance industry. Insuresoft offers a
Insuresoft’s challenge was to leverage industry regard for the
suite of products and services that meet the unique automation
Diamond system, while building a distinct brand identity reflecting
needs of managing general agents and insurance companies in
the values of the new Insuresoft. The first stage in the branding
North America. Insuresoft is a privately held company
process was creating a redesigned website, which TribeAgency
headquartered in University Park, Illinois, with offices in Alabama,
developed in Q1 2005. The next step for Insuresoft was to reach
Florida and Minnesota. Insuresoft employs over 90 insurance
out to its select pool of potential clients through an eye-catching
automation specialists.
and attention grabbing direct mail piece.
INSURESOFT SWEEPSTAKES.CASE STUDY
STRATEGY CREATIVITY TECHNOLOGY
WEB INTERACTIVE PRINT MOTION IMMERSIVE
Solutions
Having recently completed the Insuresoft website and Diamond
System product tour, TribeAgency was well prepared to further
develop Insuresoft’s communication strategy through a direct mail
The sweepstakes drew
attention to Insuresoft as a
new company with an
increasingly strong identity
of its own linked to the
Diamond System.
piece. Insuresoft was looking for a way to tie the direct mailer in to
the upcoming IASA (Insurance Accounting & Systems Association)
conference. Seizing the opportunity to make a huge impact on
Insuresoft’s most likely prospects, and also to build buzz for
Insuresoft at the conference, TribeAgency suggested a dramatic
deviation from the traditional direct mail piece.
The idea of a diamond giveaway immediately stood out from
TribeAgency internal brainstorming and concepting meetings,
since building on the name recognition of the Diamond product
was a key strategy. Insuresoft jumped at the idea, choosing an 18k
white gold and diamond pendant as the sweepstakes prize.
TribeAgency developed a unique website for the Diamond
Sweepstakes, which allowed entrants to register online and learn
more about Insuresoft and the IASA conference.
TribeAgency designed a direct mail piece using the theme of the
diamond as inspiration. A custom imprinted USB key fob drive
loaded with an interactive Diamond tour was nestled inside of a
silver jewelry box. The jewelry box was attached to a card, which
built up intrigue about the contents of the box and provided details
about Insuresoft and the sweepstakes on the back. The direct mail
piece encouraged recipients to insert the USB drive into their
computers and take the Diamond tour. The Diamond tour also
provided users with a direct link to the online sweepstakes portal.
Results
The Diamond Sweepstakes direct mailer was sent to a select
number of Insuresoft’s prospects, creating excitement for
Insuresoft
within
the
tight-knit
community
of
insurance
professionals. In combination with a successful reception at the
IASA conference, the sweepstakes helped draw attention to
Insuresoft as a new company with an increasingly strong identity of
its own linked to the Diamond System.
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