Campaign Overview
Objective
Create a series of 4 weekly marketing emails targeting Florida homeowners to promote auto and homeowners insurance products with a focus on savings, convenience, and peace of mind.
Target Audience
Florida homeowners, primarily families and long-term residents who value personal service, competitive pricing, and time-saving benefits like bundled services and paperless options.
Key Goals
- Increase quote requests
- Drive policy conversions
- Enhance brand awareness
Email Campaign Timeline
Week 1: Storm Season Preparedness
June 1 – June 7
Subject Line Options:
- “Is Your Home Ready for Florida Storm Season?”
- “Peace of Mind for Storm Season Starts Here”
Highlight homeowners insurance coverage that provides protection during Florida’s storm season, emphasizing peace of mind and quick claims support.
“Get a Free Home Insurance Review” button linking to quote request form.
Week 2: Multi-Car Savings
June 8 – June 14
Subject Line Options:
- “How Much Could You Save on Multi-Car Insurance?”
- “Family Discounts: Are You Getting Yours?”
Focus on auto insurance savings for families with multiple vehicles and experienced driver discounts for longtime residents.
“Calculate Your Potential Savings” button linking to auto quote form.
Week 3: Bundle + Save
June 15 – June 21
Subject Line Options:
- “One Policy, Multiple Savings – How It Works”
- “Simplify & Save: The Power of Bundling”
Promote the convenience and savings of bundling home and auto insurance with Costello, highlighting paperless options and single-point-of-contact service.
“See Bundle Options” button linking to a dedicated bundling page.
Week 4: Summer Safety + Savings
June 22 – June 30
Subject Line Options:
- “Summer Safety Tips + Insurance Savings”
- “Your Summer Home & Auto Protection Guide”
Combine seasonal safety tips with a recap of June’s key insurance messages, reinforcing the value of Costello’s coverage and service.
“Get Summer-Ready Coverage” button linking to contact page with multiple conversion options.
Creative Approach
Visual Style
Clean, professional design using Costello’s brand colors (blue, white) with accent colors that evoke Florida’s coastal feel (sand, sea).
Images will feature Florida homes, families, and seasonal elements (sun, water, storm clouds) to create visual relevance.
Tone + Messaging
- Warm, professional, and personable - building trust with clarity and respect for the audience's time and intelligence.
- Confident but never aggressive or gimmicky - focusing on genuine value propositions.
- Avoids technical jargon and hard-sell language - uses "experienced drivers" instead of "seniors".
Success Metrics
Open Rate
Target: 25-30% (Industry average: 21%)
Click-Through Rate
Target: 3-5% (Industry average: 2.5%)
Conversion Rate
Target: 1-2% quote requests (Industry average: 0.8%)
Next Steps
Approval Process
- Review and approve this proposal
- Provide brand assets (high-res logo, approved images)
- Confirm email list segmentation
- Approve email copy and design mockups
Implementation Timeline
- June 1
Final creative approval - June 3
Email list preparation - June 4
Campaign setup and testing - June 5
Launch Week 1 email