Manulife 

Situation

Manulife is a front-runner in insurance policy e-applications and e-delivery of contracts to policy holders. They have easy-to-use forms, an intuitive interface and e-signature capability. With e-business tools becoming more and more ubiquitous in the world of insurance, advisors needed to keep up with the digital requirements of their clients and their business.

 

For those who didn’t yet adapt to this new digital world, the working-from-home landscape of COVID-19 provided a prime opportunity to show advisors the concrete benefits of digital insurance solutions and arm them with the tools needed to take their business to the next level, regardless of where they work from.

​

Task

For the month of June 2020, capitalize on the unique situation brought on by COVID-19 to help insurance advisors establish digital habits that they will continue to use now and in the future.

 

Action

I developed the strategy and creative recommendations for the Manulife Insurance marketing team by looking at past advisor behaviour and insights, noticing that 40% of advisors still submit applications on paper which took 35% longer on average. I used this info to pinpoint the relevant content and digital journey needed to effectively convert them into adopters of Manulife’s E-Business solutions.

 

I managed project timelines and quality control of deliverables while obtaining client buy-in to bring the below tactics to life.
 

• A landing page on Manulife’s Advisor Portal rich with relevant resources on how to become more digitally inclined, including:

  • A downloadable whitepaper to communicate the unassailable benefits of moving to digital.

  • A downloadable interactive toolkit where anyone can easily find, understand and leverage all of Manulife’s E-Business solutions.

• LinkedIn video ads to gain advisor attention and direct them to the Manulife Advisor Portal landing page to convert them to be more digitally inclined.

• Digital banners living across Manulife’s Advisor Portal to drive traffic to the E-Business solutions landing page organically for all visitors to the site.