Assignment
California Department of Insurance’s California Low Cost Auto Insurance Program marketing and outreach contract. The program had been increasing leads at about 10% per year under the previous contractor, but the CDI was looking for a fresh new approach and an increase in lead generation.

Results
With law changes that would allow undocumented workers the ability to obtain driver’s licenses, it was critically important that we immediately prepare outreach materials and update the website to speak to this audience. As part of this phase one website refresh, we activated an updated look and feel to the site, coded it to be mobile responsive and ensured call to action buttons could be easily found on every page.

A multi-media campaign in English and Spanish to our pre-determined target zone was launched. This included digital advertising, SEM (Google AdWords), radio traffic sponsorships, direct mail, email and DMV advertising. This synergistic strategy has led to year-to-date increases in all four metrics we are being measured against:
Unique website visitors, 31% increase
Website page views, 123% increase
Completed eligible questionnaires, 40.4% increase
Delivered leads to AIPSO, 36.9% increase

We continue to work on optimization to ensure we deliver quality leads and exceed CDI’s expectations.

Experience

• Strategic consulting, planning and budgeting
• Media negotiating, buying and invoicing
• Two-phased website refresh
• Multi-media materials production in 11 languages
• Public relations and social media optimization
• Development and support for outreach team efforts
• Tracking and reporting
• $525,000 year one budget