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Insurance Leader Partners with Atlas Meetings + Incentives
to Create Top of Mind Awareness for Commercial Lines
It may sound more like an advertising and promotional program than an incentive plan, but when Arbella Insurance Group and Atlas Meetings + Incentives teamed up, the result was an exciting lottery-inspired scratch ticket program that reached hundreds of independent insurance agents and motivated them to write commercial lines policies with the New England insurance company.
Goal: While many New England insurance agents know Arbella for personal lines insurance, the company wanted to expand awareness of its commercial insurance products with agencies throughout Massachusetts, Connecticut, Rhode Island and New Hampshire and increase agency dedication to the Arbella brand.
Background: Arbella Insurance wanted to take its past success in reaching out to independent insurance agents through contests to a whole new level. Through their Corporate Communications department, they conceived of a Q4 scratch lottery ticket approach and needed a fulfillment partner who could offer the same thoughtfulness, creativity and personalized service that they strive to offer their insurance partners.
Solution: Arbella partnered with Atlas Meetings + Incentives to implement a robust fulfillment arm for this incentive promotion. The Atlas team executed program architecture that included weekly mailings of scratch tickets and promotional items all branded with the Arbella Windfall logo and identity to reach out to hundreds of insurance agencies throughout New England. Winning scratch tickets garnered prizes worth $15-1000. The Atlas team redeemed those tickets for gift cards to a wide variety of retailers, e-tailers, and restaurants. Dunkin’ Donuts, Best Buy, iTunes, and Starbucks gift cards were in greatest demand, but as the prize level increased, Atlas went out of its way to learn about the needs and desires of the winning insurance agents to make the rewards as personal as possible. Many agents used their combined winnings to treat their office to a lunch at Chili’s or breakfast by Panera Bread. In one case, Atlas learned that one winner would love to reset a piece of jewelry and directly paid the jeweler doing the work.
- Buzz among the independent agents about the Arbella Windfall program
- Windfall promotional items (calendars, mouse pads, posters) displayed in client agencies.
- Increased activity on the Arbella commercial lines website.
- The bottom line: a definite “bump” in commercial policy sales.
The Client’s Take: “Arbella really cares about its agents and Atlas Meetings + Incentives has become an extension of Arbella. Atlas has gotten to know our agents and what they value as much as we do. Insurance is a relationship business and Arbella strives to exemplify that relationship in all that we do. With these programs, we build and learn and every year they get better. Our partnership with Atlas has allowed us to take our annual promotion to a whole new level and it’s definitely a motivating factor for the agencies. Atlas helps them to spend their winnings in a way that makes them remember that Arbella appreciates their loyalty and rewards them for their hard work.”
-- Arbella Director of Corporate Communications Mary Anne Hailer