About
The Client
Founded in 1990, USIC Group is a Puerto Rican insurance company that offers a variety of products and services, including property, flood, builder’s risk, commercial and condominium policies.
Challenge
The client needed to improve its communication with key audiences–producers and employees–by strengthening its value proposition and improving customer experience.
Approach
Goal
To strengthen the communication and knowledge of employees and producers.
Strategy
Establish a communication channel that could be used quarterly to highlight USIC’s value proposition through valuable, educational content. Elevate the brand to help it gain a competitive edge.
Target Audience
Employees and producers (individuals and agencies).
Work
- Developed quarterly content divided into two types of newsletters: one to share valuable content posted on the website and to reinforce it with the team closest to the company, and another to feature products and services, social impact programs and administrative tasks essential to USIC’s operations.
- Created and executed an email marketing campaign implemented through HubSpot to measure engagement.
Tactics & Results
Brand Positioning
- Newsletter campaign enhanced the brand and thought leadership in topics related to insurance products and services.
Tactics & Results
Customer Experience
- Newsletter helped USIC become more customer-centric to ensure improved customer experience and delivery of value through its products and services.
Tactics & Results
Email Marketing
- Segmentation: adapting the content to each target audience was successful in attracting key audiences, strengthening the bond between USIC and them.
- Open rate rose from 24% in the first edition of 2021 to 44% in Q1 2024.
- Each quarterly effort reached an average of 1,670 people.