Building Awareness
Liberty Mutual will work with a group to develop an effective marketing plan for employees or members. Since auto and home policies expire at different times of the year, it is important to employ frequent activities. This strategy brings the program to “top of mind” with employees and members and allows them to take advantage of the savings opportunity when it is most convenient.

An effective marketing plan uses integrated communication channels. We cannot rely on one channel to communicate the benefits. By taking advantage of multiple channels, we offer employees and members a choice in the way they receive information. Direct mail is one of our most effective tools. It works best when we build awareness of the program prior to the mailing. Additionally, our on-site activities are unparalleled among our auto and home peers.

Liberty offers a number of tools that make it easy to communicate the benefits of the program to your clients:
 

Automobile Quoting Hyperlink

Liberty Mutual will work with its affinity partners to design co-branded Web pages that give employees or members the chance to receive quotes for auto insurance over the Internet. A group’s page can be accessed via a link from its Internet/intranet site, or the page can be used as a response option for various marketing pieces. A group provides us with its logo, and we provide it with a hyperlink to add to its site’s benefits listing.. The linked site will be securely housed on Liberty Mutual’s server. The auto quote will automatically include the Group Savings Plus discount.

Real-time quoting is currently available in all states except Alaska and South Dakota. A user can fill out the online form and receive an instant quote. The process takes about 10–15 minutes, depending on the number of cars and drivers.
 

E-marketing Material

Liberty Mutual also produces electronic flyers with the group’s logo and e-mail messages that can be distributed to employees and members. Because many companies and organizations use e-mail to communicate benefits to their employees or members, the electronic flyer has been an efficient way to remind people of the program throughout the year.

Liberty Mutual will produce inserts to include in employees’ paychecks. These payroll stuffers are customized with the employer’s logo, a toll-free number and a hyperlink, and shipped directly to the employer’s payroll company for insertion or to the employer’s office for handing out.

Liberty Mutual can provide posters, flyers and brochures to display at the worksite.

Liberty Mutual can also produce nonpersonalized direct-mail packages to be distributed through interoffice mail systems.

Local Liberty Mutual representatives will come to a group’s location to hold informational meetings and speak face to face with employees or members. Employees or members can be enrolled in the program right on the spot.

As part of our ongoing commitment to “helping people live safer, more secure lives,” we have a variety of safety programs to offer employees and members at their office or group’s location. These include educational videos and brochures on such topics as safe driving, fire prevention and child safety, bike safety fairs, and child safety seat demonstrations. We can also fingerprint employees’ children, and etch vehicle identification numbers (VIN) on employees’ vehicles to help reduce auto theft. We will work with groups to create safety events that will engage their employees or members.

If groups are looking for content for their internal newsletters, Liberty Mutual can provide them with advertisements and even articles that deal with everything from how to prevent costly roof damage to how to buy a new car.

Using a disciplined approach, Liberty Mutual offers integrated marketing and communication programs that no other insurance company can match. We have partnered with best-in-class direct marketing, database and analysis firms that dedicate more than 40 professionals to our business. In addition, Liberty Mutual internally staffs a team of nine seasoned direct marketing and analysis professionals, with more than 70 years of combined experience.

All marketing materials are provided to the client for review prior to production and distribution. Liberty Mutual’s marketing initiatives maintain truth in advertising, and as a company, we respect the confidentiality and privacy of our partners’ employees.

We work with our direct marketing agency to develop all marketing materials. Our combined expertise in insurance and marketing provides our partners with an effective portfolio of materials to increase program participation.
 

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