Reference no: EM131416741

Project Brief - About Penn Mutual

Since 1847, we have been driven to create a world of possibilities-one individual, one family and one small business at a time. We help people do more in life by creating solutions that deliver the complete value of life insurance across life's stages, complemented by annuities and investment products.

We believe that life insurance is central to a sound financial plan. It provides a death benefit to protect your family or business. But it can offer benefits throughout your life too.  By unlocking all that life insurance offers, you can enjoy the benefits and flexibility of a reliable and steadily growing asset that is there for you at every stage of life-whether you're starting a career or family, building a business, or saving for education or retirement. And life insurance makes an enduring impact for generations to come.

As a mutual company we are dedicated to serving our policyholders, not the whims of Wall Street. We take a long-term perspective and make decisions that protect the best interests of our policyholders, and also ensure our long-term viability and well-being. This mutual advantage, coupled with our impeccable record of financial strength, supports our ability to consistently deliver on our promises. Our strength lies in our conservative and prudent approach to managing our products and investment portfolio, which continue to stand the test of time.

Business Case Assignment

One of the objectives of our rugby sponsorship is to generate qualified leads among a diverse, audience that includes millenials, Generations X and Y and Baby Boomers, with the hopes of eventually converting those leads to Penn Mutual policyholders.  To date, our lead generation efforts are rugby oriented - designed to collect email addresses through contests, quizzes, giveaways, and more.  We are currently developing a customer journey designed to generate new leads and to nurture existing leads that are solely focused on rugby and have not yet been introduced to the products and services offered by Penn Mutual.

A customer journey describes the interactions people have with a company over time via all available channels (telephone, digital, mail, broadcast media, face to face and so on). Customer journeys concern themselves with what people do, what they experience, what they expect and how they feel about those interactions and the company as a result of those interactions. It can focus on a specific task (say buying a product) or the entire customer lifecycle.

Your challenge is to define a customer journey for our diverse rugby audience from the time of their awareness of Penn Mutual's involvement with rugby through becoming a customer and our advocate.

1. Define the stages of the customer journey, both from the perspective of the customer (use the millennial target audience) and Penn Mutual.

2. Provide some digital tactics and channels you would recommend for moving the customers from each phase of the journey to the next.

3. What are some potential barriers and how would you overcome those objections and concerns?

4. Outline your content strategy for "nurturing" the leads,  including sample social posts, blog content, email, text messaging, thought leadership, etc. and digital campaigns that would reach and resonate with the audience.

5. Define an editorial strategy - implementation of content strategy & timing.

6. Define the goals, tracking methods, and how you will measure success.

7. Determine how you would leverage our national network of financial advisers in the customer journey.

Attachment:- Assignment.rar