London, Ink re-engineers distribution channel for Media/Professional Insurance (at the time a division of Aon Corporation), a leading national underwriter of media, professional and cyber liability since 1979.
For 25 years Media/Professional Insurance (MPI) has been a pioneer and innovator in underwriting media liability insurance for many of the country’s leading media companies. MPI has leveraged its leadership position in media liability into two other very successful businesses: Cyber Liability and Professional/Specialty Liability.
The company’s new CEO and his leadership team faced a series of challenges in adjusting sales and marketing operations to market expectations, specifically among its key distribution channels.
MPI also needed to enhance its positioning and messaging to the market to reinforce and extend its leadership position.
With the CEO, London, Ink defined a Phase I in which a situation analysis and marketing plan would be delivered. This analysis and plan became the company’s road map to enhancing market performance via a number of high priority initiatives.
Bob London serves as the company’s Virtual VP of Marketing and leads or supports several critical programs, including:
- Restructuring the way MPI manages its main distribution channel;
- Working with its marketing partners to drive awareness and new business; and
- Developing the company’s marketing and sales support materials with an upgraded positioning and messaging.
MPI’s CEO has reported that, due in large part to the new situation analysis and marketing plan, the company has become more focused on its new mission and has successfully reshaped its priorities. As a result MPI now views marketing as a pro-active, value-added function.
As a result, the bottom line is that MPI’s new business numbers—which account for approximately half of its annual revenue—have already shown significant upward movement.
London, Ink is now developing a Phase II marketing plan to build on the current momentum by developing several key marketing awareness, acquisition and retention programs.