Supporting the Field Force
With a national field force that comprised several thousand agents, our Client, a large life insurer, had a challenge ensuring that everyone was communicating the same story when talking about the company. This was a two-way street: Agents were clamoring for approved content they could use in communicating with current and prospective clients, and corporate leadership wanted all to speak with one clear voice. Using The Message Track process, we worked with our Client to develop a depository of Message Track documents, each containing the approved company line about a specific aspect of the business.
- First, topics needing Message Tracks were identified. The topics were organized under three categories: those specific to the company, the market, and products and services.
- Next, working with Corporate Communications, drafts of documents, each about two pages in length, were created. The Company Positioning Message Track spoke to the organization's strong foundation in its core life insurance business, high degree of customer loyalty and hundred-plus years of expertise. The Trust Services Message Track focused on the importance of strong client relationships in knowing who will provide what's best to protect wealth. The Disability Income Message Track laid out how this product provides a person with a reliable income source in lieu of their having to use savings or rely on relatives when in need. In all, 20 different documents were drafted.
- Each draft then went through the appropriate channels for final approval (which is easy to say but a rather lengthy process).