Jamie DePeau, senior VP-CMO at Lincoln Financial Group, believes that focus and consistency are the hallmarks of great brands. Soon after joining the company, she launched the “Chief Life Officer” campaign, designed to build clients' confidence in managing their finances. And her commitment to developing the campaign over the past two years has helped to enhance the company's image.
“People lose consistency because they think that they have been doing the same thing for too long and it's time to change, but two years is when you get traction,” she said.
The “Chief Life Officer” effort won a Business Marketing Association B2 award this year with gyro, and Lincoln was honored for Best Insurance Media Strategy at the JFAM Financial Media Strategy Awards.
DePeau takes an integrated approach to marketing, using digital media to engage prospects, print to tell a deeper story and the company's website to provide more widespread information. “While initially we started with advertising, now it's a fully integrated campaign that includes social media, very strong public relations, advertising and content,” DePeau said. “In particular, we have worked very hard on content and social media to ensure that it's genuine and in alignment with our business and brand goals.”
Video is a key component of Lincoln Financial's marketing. “Video is an incredibly engaging tool to communicate a complex and emotional story in a way that is effective,” DePeau said. For its “Measuring Optimism, Outlook and Direction of America” survey this year, Lincoln conducted on-the-street video interviews to gauge Americans' opinions on national issues. The videos were posted on YouTube and marketed through Facebook and Twitter as well as on the “Chief Life Officer” microsite.
The “Chief Life Officer” campaign did not include a social component when it launched, but DePeau now uses social to highlight Lincoln's focus on community service. Lincoln Financial's “Charitable Vote” campaign, launched on Facebook in the spring, allowed fans to vote for one of five nonprofit organizations that would then receive a $10,000 grant from Lincoln Financial.