INSURANCE MARKETING — PROJECT BRIEF
Prepared by Stan Consulting. Illustrative planning material, not client results.

Business:
Offer:
Audience:
Market:
Approved facts:
Objective:
Existing team:

Independent agencies and commercial brokers
Example opening: Insurance advice for [customer type]
Work: Build clear lines-of-business pages and useful explanations of the quote process. Separate personal insurance, commercial risk and employee benefits; support producers with focused industry materials.
Buying information: Customer type, coverage category, geography and renewal timing through the agency's approved process.
Measurement: Track suitable quote opportunities, bound business and renewals, not every form submission.

Health plans and benefits organizations
Example opening: Make plan information easier to understand
Work: Support approved web content, benefit explanations, employer materials and enrollment communications. Align content owners, review stages and accessibility requirements before campaign production.
Buying information: Audience, communication task, approved materials, review process and purchasing requirements.
Measurement: Use approved enrollment and user-task measures, separating member service from acquisition.

Review: Licensed and compliance reviewers approve coverage, eligibility, rates and enrollment claims. Health-plan communications and agency prospecting require different review processes.
Training: Producer content, campaign briefs and approved use of AI for policyholder communications.
Agree scope, price, reviewers and timing before implementation.
https://stanconsultingllc.com/industries/insurance-agencies