CAMPAIGN CREATIVE

These assets portray the way the message, personality, name and language are communicated to consumers, creating impact, attention and awareness. These assets have been developed and refined and then tested with consumers to validate their resonance, impact and connection.

CREATIVE BRIEF

WHAT: objective

Create a campaign that:

• Communicates the core intent of the positioning, and most compelling benefits and messages identified in research findings

• Communicates those benefits and messages in the ways found to be most effective in research findings

• Is delivered in the personality and tone preferred in testing: lighthearted, but not whimsical/erring on the serious side

• Can include individual society identification (co-op)

• Is impactful

WHO: audience

• People who are in the market for insurance or retirement solutions and want to do business with organizations that are about more than making money.

HOW: message

What is the single most important message?
These organizations offer the two-fold benefit of providing competitive insurance and retirement solutions AND giving back to the community.

What support do we have for that to be believable?

• These organizations are a different kind of insurance company, driven by purpose not profits

• They are like mutual insurance companies (not public, owned by its members) with the added benefit of giving back to the community

• They do that by reinvesting their profits to make a difference

• The people who buy their solutions become a network of members, not customers

• They've been doing this for more than 150 years

• Their members and the communities they help are connected by shared values

PLEASE NOTE: The native files for these creative assets require software from the Adobe Creative Suite - Particularly InDesign and Photoshop. The native files are accessed via a Dropbox. Please contact info@fraternalalliance.org for access.

PLEASE NOTE: These assets are currently undergoing a broad 50 state compliance review by the Alliance's consultant. This should be wrapped up in the next few weeks.

Brand Guidelines