Results - RightMinds

GE sold its interests in GE Financial, which through the largest IPO in history, became Genworth Financial in 2004. In their efforts to extend the values of the Genworth brand to all of its companies, First Colony Life was merged into the existing Genworth Life and Annuity Insurance company. RightMinds' task was to ensure that the Genworth brand was effectively carried over to the existing First Colony business and that the loyalty of First Colony business was retained by Genworth.

Solutions

Extensive research of the life insurance industry

Consult on communication strategy and fulfill all merger communication

The new branding platform: “Take a Fresh Look at Life”

An incentive program to grow life insurance business during the transition

Communications strategy tailored for each business segment's unique perspectives and relationship to Genworth

Direct mail, website, collateral and trade advertising

Results

Campaign generated significant traffic to corporate website through a drive-to-web promotion and incentives for key segments

32% of producers who signed up for the Fresh Incentives contest submitted business in the first three months of 2007

5% of participants who signed up for the contest did not submit business in 2006, equating to many “new” agents

1.7% response rate on the business reply cards