Community Outreach
We developed 2-sided, bilingual postcards related to the new ID law and fine and the debt reduction program. A supply of these postcards was shared with our partners at Casa de Maryland to distribute during their monthly workshops. These cards have been direct mailed to many of our producers and are distributed in person by our field team. The marketing team also shares the cards at our community outreach events.
ID postcard – English
ID postcard – Spanish
Debt Reduction postcard – English
Debt Reduction postcard – Spanish
Producer Outreach
A major focus of our New law communication strategy is to make sure that our network of providers are informed of not only the three new insurance laws, but the opportunity presented to both them and their customers by being familiar with the details of the laws and offering Maryland Auto to eligible consumers. We used multiple channels to communicate this initiative to producers, including direct mail, email campaigns, producer newsletters, and in-office collateral.
In-Office displays/”mini-billboards”
The field team incorporated new law talking point to their producer office visits and provided offices with 20 or more policies in force with these consumer-facing mini-billboards to display in their offices. (English and Spanish)
Maryland Auto Monthly – Newsletter
Leading up to the launch of the Debt Reduction Program (May 15, 2017) sections covering the new laws were included in the April (overview of Debt Reduction Program) and May (summary of new law marketing & communication plan and link to new law landing page) producer newsletters.
Direct Mail
Producers with 25 or more policies in force (339 offices) were sent a direct mail piece with producer-specific messaging around the three new laws, the benefit for customers, and the opportunity agents have to quote and sell more Maryland Auto policies. A copy of the mini-billboard was included in this mailing.
E-Mail
The same copy sent to the 25+ PIF producers in the direct mail piece was also sent to all producers via email on May 17.
This email was sent to 1,490 recipients, opened by 631 (42.6% open rate – 5% higher than our list average open rate) and 15 clicked through to the new landing page from the email. That’s a 1% click rate, consistent with our list averages.
Consumer Outreach
Maryland Auto sent two email campaigns related to the new laws to consumers. We created a mailing list from the consumers who visited our website and started a quote, but ultimately did not purchase a Maryland Auto policy online or through our lead distribution program.
The first email was sent on May 18. It was similar to the mini-billboard layout and content, covering all three laws, and drove consumers to our new law landing page for more information.
- Sent to 7,777 recipients
- 1,982 opens (25.6%)
- 114 clicks to landing page
The second email was sent on June 29, in advance of the start enforcement of the $50 proof of insurance fine. The primary focus of this second email was the ID law and fine, however information about No PIP and Debt Reduction were also included. The call to action for this email also pushed to our primary new law landing page.
- Sent to 8,327 recipients
- 1,946 opens (23.5%)
- 115 clicks to landing page
