Clearcover was a client of mine at Monstro for about a year when I made the case that we should collaborate on strategy more regularly. It wasn't long until I found myself in my very first in-house post, working to build a fledgling brand.
Impact
Helped increase gross written premium to $100M from $30M over 2 years using data-driven brand and marketing strategy
Built the foundations of the unicorn brand including Mission, Vision, and Core Values
Effectively targeted marketing dollars to core customer base through analysis and development of consumer personas
Improved customer retention in collaboration with the Lifecycle Marketing team
Mentored in design, animation and project management
Co-Founded the Equity, Inclusion & Diversity Council
Had a heck of a good time with this wonderful team!
From the website - #1 source of new policy sales - to the app to marketing collateral for state launches, these illustrations made their way into a variety of spaces throughout the visual identity of Clearcover. We had a lot of fun creating a wide variety of scenes and characters, and the approach was helpful in saving money on big production shoots for a young startup with limited runway.
Inclusion as strategy
I was very fortunate to work with then Director of Brand, Ariana Gibson, who shared my belief in the importance of the people we represented in our work. Our collaboration began with the development of a unique illustration style, one in which anyone could see themselves. This was an opportunity to create a highly diverse cast of characters of whom we grew quite fond.
“No actors, just real people”
We eventually shifted to a live action approach that involved casting our teammates and real customers to show the world who was at the heart of Clearcover's brand. This led to the creation of compelling user testimonials and hiring collateral that led to continually improving performance on both the sales and hiring fronts. Virtually every new-hire mentioned the Superpowers (above) and / or the Engineering Recruiting (below) videos on their first day!
Development based on data
I am so grateful for the opportunities to learn that I enjoyed while on this team. Our team leader insisted on leveraging useful data to guide our strategy. This involved large, hyper-targeted surveys, in-depth customer interviews, and our own market research and analysis - all of which led to the development of customer personas by the Brand team with help from an interdepartmental group of amazing coworkers.
Strategy and design for social media and lifecycle marketing also fell within my wheelhouse. We prioritized getting to know what our existing and prospective customers valued most about car insurance in order to prioritize the right messaging and imagery.
