Johnson Inc. - Marketing Team of the Year
Company: Johnson Inc., Richmond Hill, ON, Canada
Company Description: Johnson Inc. is one of the country's leading and fastest growing providers of insurance products and benefits. Our success comes from doing what’s right for our customers and our employees. As a member of the worldwide RSA Group since 1997, Johnson is part of one of the world's leading insurance companies, writing business in 130 countries.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Team of the Year
Nomination Title: Central Canada Johnson Marketing Team
Tell the story about what this nominated team has achieved since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Central Canada Johnson Marketing Team: Better, Together.
When our team came together to write this submission, the exceptional year that we had in 2016 truly came to light. We began to brainstorm all of the different words that describe us: Innovative. High-performing. Results-driven. Engaged. Friends. The initiatives that we delivered across the year not only reversed declining trends and produced significant growth results for the business, but through our collaboration, teamwork and innovative solutions, we defined success through our vision, drive, and celebration.
Central Canada is Johnson’s largest region, responsible for 250 affinity relationships. Affinity group members are people who are part of our preferred groups within key sectors – Educator, Healthcare, University Alumni and Public Services. Affinity groups represent the core business strategy for the Central Canada Marketing team, who are responsible for the growth of the partnerships working collaboratively with other departments.
2016 was a phenomenal year. The business saw an increase of 38% for net new policies in our Affinity Groups over 2015 due to various marketing tactics that resulted in increased call rates, and quote rates. The marketing team was tasked to deliver profitable growth for 2016 and delivered.
We knew that we had to bring results forward and work hard to deliver innovative campaigns, leveraging rate reduction, highlighting exclusivity through partnerships and the key benefits of the company. The 4 of us together - became better. Using gamification, unique fabrication, endorsement, testimonials, and other tools to deliver differentiated and unique campaigns, we proved to affinity group members that they are valued, and that they get exclusive benefits with Johnson Insurance.
Over 500 projects for our affinity groups were completed throughout the year, with approximately 3 million direct marketing pieces (Direct Mail & Email), 200+ advertisements in market - plus, numerous search, display and retargeting digital activations!
We know that our team goes beyond the continuously growing team of 5. Every project that we completed involved significant collaboration not only amongst ourselves, but across multiple internal teams, including sales, consulting, underwriting, portfolio, systems/IT, legal and corporate. Collaboration is in the DNA of this team, a key factor to what we do, how we do it, why we do it, and results achieved.
Working on the team brings across its own rewards, but seeing results that we drive brings the celebration to the forefront!
Driving Quotes: with an increase of 34% in quote activity
Driving Policy Growth: stellar increase of 43%
Driving Sales: growing volume by 38%
Driving Digital: lift in web visits of 20%
Over the last couple of years, the Johnson Central Canada Marketing Team has consistently delivered innovative, break through campaigns, and been awarded:
CMA (Canadian Marketing Association) Award
Media Innovation Award
Star Performing Team Award for the company (Across Canada)
At the heart of our team, there is trust, respect, passion for excellence, and of course, the ability to have fun. Having a huge mountain to climb in 2015 (with declining results) allowed us the opportunity to help each other get to the top and see the view in 2016. Despite any challenges, the team stuck together, encouraged one another and celebrated together.
The team culture includes huddles – a short catch up at the start of each week to celebrate wins and discuss opportunities, and our ‘mood for the day’, allowing us to support each other in any situation. Team lunches, water-cooler discussions, holiday and special occasion celebrations, and off-site brainstorming sessions to fuel our creativity are all ways that we come together. Not to mention, we can paint landscapes by using painting as a team building exercise! The team works hard, plays hard, and gets stuff done!
Team members are: Akhi Chandy, Nina Tsokos, Tala Kassar, Sharon Murugathasan and Jocelyn Calderon-Arroyo
In bullet-list form, briefly summarize up to ten (10) accomplishments of the nominated team since the beginning of 2016 (up to 150 words).
-Results: >34% increase in New Business Quotes and 38% increase in New Business Net New.
-Volume: >500 projects executed by a 5 member team
-Rate Focused Campaign: including breakthrough gamification strategy
-New Brand Campaign: Johnson Insurance “If it happens to you, it happens to us”
-25 year partnership campaign with the Quarter Century Club. Quotes increased by 28%.
-Launch of a new campaign with the Ontario Nurses: capitalizing on Nursing Week. 30% increase in members reached. Quotes up 11%
-Web visits to Johnson website up >20%
-University Health Network – event based campaign. June YOY ’15 vs. ’16 we saw a 35% lift in quotes and a 41% lift in NN
-Unique bookmark campaign to teachers: YOY Quotes >15%, Net New >21%
-Continuously working together to deliver a culture with optimal marketing results, new ideas and innovation.