(From left to right Katey-Sue, myself, Mary and Ashley)
Students from across Canada were asked to create a compelling direct mail piece for ABC Insurance and the company's final expense plan. The goal we had was to sell 5, 000 guaranteed life insurance policies within a three month time period, using a budget of $160, 000.00. So with hard work and determination, our team of four came up with a creative and respectful brochure.
The cover showed a black and white image of a rickety bridge and the message: "Crossing a bridge can be intimidating", which represented the fear the reader faced when thinking about life insurance. Inside the brochure, the same bridge was depicted as sturdy in a beautiful and colourful picture. This represented the security that the insurance offered. The headline inside read, "Let us take the fear away".
The DM piece came complete with a reply card, a promise of guaranteed acceptance, with a 40-day opt-out-clause, all wrapped up in a pretty envelope that was also theme oriented around the Final Expense Plan.
We were chosen out of all the applicants as the most creative and won GOLD! Each of us had expenses paid at the Westin Castle Hotel in Toronto, where the award show was hosted, and received $500.00. It was the only student competition for the 2008 CMA's, so we were able to sit and watch well known agencies from all over win awards for creating amazing campaigns for their clientelle. It was a night to remember, awards, dinner and even dancing. I feel honoured to be one of the few to put such a prestigious student award on my resume.
Good job ladies!
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