MARKETING STRATEGY
APOLLO INSURANCE - CUSTOMER LOYALTY
Project Context
APOLLO Insurance, an insurance technology company, in the Canadian property and casualty industry, which enables brokers to distribute insurance online.
Created for Margo Lyons, VP of Broker Distribution
Impact
Launching a broker incentive program that results in increased usership of the portal. A successful broker incentive program should result in an increase of APOLLO’s Active User Ratio (AUR).
Project Process
Analyze competitors and effective incentive programs
Conducted informational interviews with five of APOLLO’s broker users
Identify key characteristics that make an incentive program successful in driving platform activity and aligned with the broker’s needs
Present three different frameworks of potential incentive programs
Key Contributions
Identified two main target broker personas for the incentive program.
Created a mock incentive program based on insights from competitors and customers.
Analyzed what ideas and guidelines APOLLO can take away from competitors’ incentive programs.
Justified the implementation based on the alignment of company goals, broker needs and company values.
Final Client Deliverable
