Liberty Mutual offers a unique voluntary benefits program to teachers that saves them money on their auto and home insurance through an agreement with the school. The superintendent or principal of the school system must agree to participate in this program so that Liberty Mutual can market it to the teachers.

The main objective of the campaign was to create awareness and educate the primary decision maker (school superintendent) that their teachers are eligible to save money with Liberty Mutual’s auto and home group discount program. We wanted to encourage the superintendent to call Liberty Mutual to better understand the program benefits and enroll the school in their group discount program.

SKM recommended mailing a lunch bag to the school superintendents in Massachusetts with information inside that described the program. The three-dimensional mailer created interest by the decision-maker and stood out among clutter in their mailbox. Each mail package had personalized information for the superintendents’ assigned sales representative, as well as a fun apple-shaped brochure that described the program.

Results were gathered for six months after the package mailed. The sales representatives were very happy with the large number of appointments they received and gave extremely positive anecdotal evidence of success. There have been ten new contracts signed since the drop date—2.8% sales response—and leads are still being worked toward closing.