Personal Cyber Coverage Campaign
Key Takeaway: Coordinated, audience-specific content across multiple formats can simplify complex topics, improve understanding, and support both education and sales objectives.
Executive Summary
I collaborated with my client to create a suite of marketing materials promoting cyber security coverage to both small and medium-sized businesses (SMBs) and personal coverage customers. Deliverables included a trifold brochure, a guidebook, and a personal cyber coverage campaign with email automation, infographic, and webinar. My responsibilities spanned strategy, content development, creative direction, and project management, ensuring each asset aligned with the buyer journey and supported customer education and engagement.
Challenge
Increase awareness of cyber liability coverage benefits among SMBs and personal policyholders
Provide clear, accessible educational materials that explain complex cyber security topics
Ensure all assets align with brand messaging and meet production timelines
Solution
SMB-Focused Collateral
Developed outlines, wrote and edited content, and executed design for a cyber liability coverage trifold brochure and a detailed guidebook targeting SMBs in the insurance customer base
Personal Cyber Coverage Campaign
Created the full project plan including strategy, tactics, and metrics analysis
Designed a buyer journey map to guide asset development
Developed creative briefs for a freelance writer and designer
Produced content for an email automation sequence, infographic, and webinar
Managed timelines and coordinated with internal teams for seamless execution
Results:
Delivered multiple assets that educated and engaged target audiences at different buyer journey stages
Enhanced sales teams’ ability to communicate cyber coverage benefits
Strengthened brand presence in the cyber insurance market