Intro
Working hard all year long, only to have a couple of months to deliver your content to clients. It's the challenging reality that insurance professionals in the U.S. contend with during open enrollment.
Open enrollment occurs when a company renews its healthcare program, usually every 12 months, on January 1st. For marketers, this means one thing: loads of employee benefits guides will have to be created and sent out quickly.
We chatted with Davis Snedeker, Marketing Director at CCIG.
"CCIG is a middle-market commercial insurance brokerage focused on delivering tailored insurance solutions for clients and enhancing employee benefits programs. Our mission is to provide the best possible service and support to our clients, and that begins with effective communication."
Davis explained how tense periods like open enrollment can be when it comes to content creation. He also told us that he had 3 issues when it came to content creation before Foleon:
- It was hard to collaborate across teams and get the content ready on time
- Their content creation process was scattered across multiple tools
- Once the content was out the door, it was hard to keep it up-to-date
Not long after they started using Foleon, all of these issues were problems of the past. And they were able to scale their content creation process impressively.
So far, to date, CCIG has:
“Foleon has made it easy for us to move quickly. Enabling more sales, increased high-revenue opportunities, and improved client experience, particularly with our employee benefit guides.”
Davis Snedeker, Marketing Director at CCIG
Working under pressure and across teams
When you're on a tight deadline, managing stakeholders can be the most frustrating task, especially when you're scattered across multiple teams, tools, and platforms.
Cross-departmental collaboration
“In the past, only one person could work on a PDF, leading to bottlenecks.”
CCIG's marketing team's mission is to empower their Sales and Employee Benefits teams to do their jobs more efficiently and effectively. They do that by providing them with content that they can send to their clients and prospects. But that collaboration wasn't as smooth as it could be. They needed a way to empower these teams to create impactful content independently and deliver it on-brand and ahead of deadlines.
"It was challenging to ensure that the right people were involved in the right documents."
Creation process scattered across multiple platforms
CCIG needed one platform that could consolidate the capabilities of their four different tools.
"Before using Foleon, we relied on different tools for content creation. For our employee benefit guides, we used PowerPoint to generate PDFs. For web-based landing pages, HubSpot, and for brochures, Adobe Creative Suite."
Updating the content
We've all had that prickling sensation at the back of our neck after realizing that there's an error in that PDF we just sent. And there's no way to fix it. Once it's out the door, it's gone. That was an issue for CCIG because insurance conditions can change throughout the year, and they wanted to be able to keep their guides up-to-date even after sending them out.
“Traditionally, once an employee benefits guide was sent out as a hard copy PDF, it was final. We would have to regenerate a PDF and send it out to our client’s employees. With Foleon, we can update those documents in real-time without client disruption.”
Reinventing their ways of working
Knowing that open enrollment was never going to stop happening, the team decided to look for a more sustainable solution. A better way.
Enabling other teams
Quickly after the marketing team started using Foleon, they rolled it out to their Sales and Employee Benefits teams, allowing for a smoother collaboration process.
“We scaled the product across the rest of our team, including Sales and Employee Benefits, ensuring everyone was comfortable with the workflow and the type of content they would create."
Empowering more teams to create their own content consequently reduced bottlenecks.
"Foleon has streamlined the process of creating our employee benefit guides by enabling our Employee Benefits team to edit Foleon documents, which reduces bottlenecks we've experienced in the past."
Creating all client content in one platform
Being able to create all their content using the same platform was a huge win for the team.
“For clients, this means their entire journey is contained within one platform. We can generate content as the client evolves, allowing them to understand their status and the types of services they're receiving, all in a clean, responsive format.”
They also needed a solution that would allow them to create content for their clients under different URLs.
“We can scale across multiple website domains, which is important for us as we generate content on behalf of our clients. When creating an employee benefits guide, it should represent our client's brand and URL, housed within their domain.”
Keeping the content up-to-date all year round.
Having to work fast means you’re more prone to errors. So, being able to update your content even after it's out the door is no little advantage.
"During times like open enrollment, it's crucial for our organization to move quickly in creating and editing content and posting it live. It's essential that all content is accurate and can be changed rapidly."
Now, their clients always have access to an updated version of their guide using the same link all year round.
"Now, we can gather client feedback and edit the documents in parallel, making it easy to implement changes after open enrollment without affecting end users."
Scaling up content creation
Let's allow the numbers to speak for themselves here.
“Before implementing Foleon, we struggled to create a handful of documents per month, but Foleon has become our go-to platform for marketing content generation across all use cases, enabling us to generate 15 to 25 documents a month.
In less than a year, they started creating content faster than ever.
"In our first month of using Foleon, we created 15 documents that went live and were published. Today, less than a year later, we have nearly 200 individual documents."
Working with Foleon’s Professional Services team
CCIG ramped up production of their employee benefits guides after working with Foleon’s team to create a template that allowed them to create more than 30 Documents in less than two months!
Learn more about Professional Services
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The bottom line
CCIG managed to reinvent their ways of working, alleviating some of the stress from open enrollment season.
“Foleon has made it easy for us to move quickly. Enabling more sales, increased high-revenue opportunities, and improved client experience, particularly with our employee benefit guides.”
Through Foleon, they were able to communicate in a new way, opening the door to new opportunities and, most importantly, distinguishing themselves in the competitive insurance market.
Do you also want to scale your content creation and collaboration process?
Chat with the team, and we'll help you get there!
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