Transamerica

AnNEWities Campaign

Transamerica provided me the opportunity to speak to a range of B2B audiences. For the company’s AnNEWities campaign, the goal was to encourage Transamerica’s sales representatives (referred to internally as financial professionals) to focus on selling annuities to their clients. This required dispelling the notions that annuities were inflexible, unfriendly to clients, costly, and generally antiquated.

This campaign won a Best Execution B2B Product/Solution Campaign at Colorado’s 2020 Fourteeners Awards. Below are print and banner ads from the campaign:

Once we created the AnNEWities campaign, Transamerica’s marketing team tasked us with creating a rollout booklet to be passed along to the Transamerica sales team. The goal was to provide education about the campaign, so sales managers could encourage the financial professionals, their client-facing sales representatives, to sell annuities to consumers.

Onboarding Email Campaign

In addition to the AnNEWities campaign, I worked on an email campaign geared toward Transamerica’s nationwide network of Financial Professionals. The goal was to educate new and existing Financial Professionals on the tools at their disposal, as well as the various products they could sell to clients. Tying into Transamerica’s Wealth + Health campaign, we adopted a physical fitness motif for the emails.

This campaign won a Silver Award for Email Component at Colorado’s 2020 Fourteeners Awards.

Retirement Retention Campaign

When Transamerica realized they were losing inordinate levels of retirement clients, they tasked gyro with creating a retirement retention campaign. I wrote this playbook, and the accompanying rollout booklet, to empower agents to retain their large retirement accounts.

Employee Benefits + Retirement Campaign

Transamerica was one of the first insurance providers to offer bundled employee benefits and retirement options for clients. I wrote copy and provided ideation for social ads promoting the bundles. These ads were part of Transamerica’s Glass Entirely Full campaign, in which we promoted the benefits of managing employee benefits and retirement on one platform from one provider. The first four ads are designed for Facebook and the second two are for LinkedIn, with the tone differing to connect with the varying audiences of each platform.

These ads were part of a Gold Award winning B2B Product/Solution campaign at Colorado’s 2020 Fourteeners Awards.