Strategy Guide

Liberty Referral Campaign

Overview

1. Goals

Campaign Objectives & KPIs

Executive Ask:

Confirm if objectives and KPI's are accurate and complete

Primary Objective

Generate 15% of new business by prompting satisfied clients of each Division to refer friends & family to Liberty and improve our NPS score.

Target NPS Score
75+
Current: 72
Target Referral Conversion
30%
Current: 23%
Target Response Rate
35%
2. High Level Strategy

Campaign Strategy & Structure

Campaign Overview

Incentivize happy clients to complete a 1-question NPS survey, leveraging strategic timing across specific channels to increase the chance of receiving a positive review.

Target Audience

Who are we talking to?

Happy Clients

Identify clients most likely to improve our NPS score

Deliver Excellence First

Ensure outstanding service and communication before soliciting referrals. Also, request referrals when clients are happiest - after positive service experiences, renewals, etc.
Key Assets

What are we sending people?

Emails & Incentives

Leverage referral incentives to increase participation

Legal Compliance

Choose referral incentives carefully to comply with anti-rebating laws. Dual-sided rewards (for both referrer and new client) increase participation.
Call to Action

What are we asking people to do?

Complete a Quick NPS Surveys

Use single-question NPS surveys for maximum response rates

Keep It Simple

Embed rating scales in emails for one-click responses when possible.
Delivery/Channels

How are we promoting this?

  • HubSpot Emails
  • Website Content
  • Email Signatures
  • Routine Communications
3. Timeline

Implementation Phases

Months 1-2
Phase 1: Foundation

Technology setup, compliance review, training and data gathering.

Months 3-4
Phase 2: Pilot Launch

Limited rollout to Benefits segment for testing and refinement.

Months 5-8
Phase 3: Optimization

Analyze data and refine campaign and strategy as needed.

Months 9-12
Phase 4: Full Deployment

Complete rollout across all segments with ongoing optimization.

4. Critical Success Factors

Succcess Factors & Expectations

Executive Ask:

Review the factors below and be prepared to support Marketing & Branding as needed.

How We Succeed

We cannot succeed alone. For this campaign to be successful we require Executive Sponsorship and active involvement from every Division as we develop strategy, process and training.

Executive Sponsorship

We need leadership support to ensure resource allocation, team participation and organization-wide commitment to the

Executive Sponsorship

We need leadership support to ensure resource allocation, team participation and organization-wide commitment to the

Executive Sponsorship

We need leadership support to ensure resource allocation, team participation and organization-wide commitment to the

5. Campaign Specifics

Campaign Specifics by Division

Executive Ask:

Click the relevant link below to review the campaign specifics for your Division.

Middle Market P&C
Review Details
Select
Review Details
Benefits
Review Details
Speciality
Review Details
5. Campaign Specifics

Middle Market P&C Campaign Specifics

Executive Ask:

Click the relevant link below to review the campaign specifics for your Division.

Strategic OVerview

Middle Market P&C clients require a sophisticated approach, leveraging high-touch relationships and carefully timed outreach aligned with key policy milestones. 

Target Audience

Who are we talking to?

  • Clients with ___ policies
  • Complex commercial accounts
  • Location
Key Assets

What are we sending people?

Call to Action

What are we asking people to do?

Complete a Quick NPS Surveys

Use single-question NPS surveys for maximum response rates

Keep It Simple

Embed rating scales in emails for one-click responses when possible.