BRAND POSITIONING | INTEGRATED CAMPAIGN
Working toward a bigger vision
DESTINATION
Launch a social content platform for MassMutual Worksite, a growing division of MassMutual dedicated to securing a better financial future for all working Americans.
TRAIL
Expand the scope of work to include brand positioning, webinar scripts, infographics, emails and a thought leadership program that translates complex information into purpose-driven messaging.
MILESTONE
My deep understanding of MassMutual’s vision helped me identify the brand’s north star and craft a manifesto that brought tears to the Head of MassMutual Worksite, someone who worked at the company for over 22 years. Our agency’s relationship with MassMutual also grew as a result of this work, adding three new clients to the roster: MassMutual Strategic Distributors, MassMutual Ascend and MassMutual Financial Advisors.
BRAND POSITIONING | VIDEO PRODUCTION | INTEGRATED CAMPAIGN
Elevating a financial partner’s story
DESTINATION
Develop a value proposition and a tagline that position MassMutual Strategic Distributors as the go-to partner for all your client needs. Then reintroduce the brand to the world in a series of banner ads.
TRAIL
Give the brand’s new positioning the debut it deserves. Pitch an integrated campaign, complete with a launch video, a print ad, an event brochure, banner ads and a messaging playbook to elevate — no pun intended — all marketing communications moving forward.
MILESTONE
After earning the client’s trust in the brand positioning phase of this project, I successfully expanded the scope of work, which included the brand’s first-ever live action video shoot.
BRAND POSITIONING | BRAND GUIDELINES | INTEGRATED CAMPAIGN
Preparing a new subsidiary for liftoff
DESTINATION
Create excitement around the future of Great American Life Insurance Company, developing brand guidelines that rebrand the subsidiary as MassMutual Ascend.
TRAIL
Craft a new value proposition that stays true to the spirit of Great American Life Insurance Company while embracing MassMutual’s brand voice and reputation. Then bring it to life in video ads, direct mail, print ads, emails and social media.
MILESTONE
Having developed the brand story, tagline, manifesto, elevator pitch and messaging guidelines, I was able to please two clients — Great American Life Insurance Company and MassMutual — throughout the acquisition.
