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Nationwide Marketing

To empower protection with extraordinary care by becoming the most trusted partner for lifelong financial security

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To empower protection with extraordinary care by becoming the most trusted partner for lifelong financial security

Strengths

  • BRAND: Strong heritage brand with 98% recognition and trust
  • PORTFOLIO: Diversified insurance and financial products suite
  • DISTRIBUTION: Multi-channel approach reaches diverse segments
  • CULTURE: Award-winning workplace with 95% employee engagement
  • DATA: Robust customer data ecosystem across insurance lines

Weaknesses

  • DIGITAL: Lagging digital customer experience vs fintech disruptors
  • PERSONALIZATION: Limited personalized marketing capabilities
  • ACQUISITION: High customer acquisition costs vs industry average
  • SEGMENTATION: Insufficient targeting of millennial/Gen Z markets
  • ANALYTICS: Marketing attribution modeling needs modernization

Opportunities

  • BUNDLING: Cross-sell opportunity across 70% of single-product users
  • CONTENT: Develop educational finance content marketing ecosystem
  • PARTNERSHIPS: Expand embedded insurance with retail partners
  • COMMUNITIES: Create value-based communities for key segments
  • EXPERIENCE: Transform customer journey with omnichannel approach

Threats

  • COMPETITION: Direct-to-consumer insurtech disruption growing 32%
  • REGULATION: Increasing data privacy regulations limit targeting
  • COMMODITIZATION: Price-based comparison platforms driving margins
  • LOYALTY: Decreasing brand loyalty among younger demographics
  • PERCEPTION: Traditional insurance brand image limiting innovation

Key Priorities

  • DIGITAL: Accelerate digital transformation of marketing ecosystem
  • PERSONALIZATION: Build advanced personalization capabilities
  • SEGMENTS: Develop targeted strategies for high-growth segments
  • COMMUNITY: Create value-based engagement beyond transactions
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To empower protection with extraordinary care by becoming the most trusted partner for lifelong financial security

DIGITAL REVOLUTION

Transform our digital marketing ecosystem for the future

  • EXPERIENCE: Launch redesigned customer journey for top 3 products with 30% improved conversion
  • PLATFORM: Implement new marketing automation platform with 50+ personalized journeys by Q3
  • ANALYTICS: Deploy cross-channel attribution model measuring true ROI across 85% of spend
  • MOBILE: Increase mobile app engagement by 40% through personalized notification strategy
SEGMENT MASTERY

Win key high-growth customer segments with precision

  • MILLENNIALS: Increase millennial acquisition by 25% through targeted value proposition
  • SMALL BUSINESS: Grow small business segment by 30% through specialized marketing program
  • BUNDLING: Increase multi-product households by 15% through cross-sell campaign optimization
  • LOYALTY: Implement tiered loyalty program driving 20% increase in high-value segment retention
AI ACCELERATION

Build the industry's best AI-powered marketing engine

  • CAPABILITY: Train 90% of marketing team on AI tools and applications through certification program
  • PERSONALIZATION: Deploy AI recommendation engine across 75% of digital touchpoints by Q4
  • OPTIMIZATION: Automate 40% of campaign optimization decisions through machine learning models
  • CONTENT: Launch AI content generation platform creating 30% of marketing assets with 45% less time
COMMUNITY BUILDERS

Create value-based communities beyond transactions

  • EDUCATION: Launch financial wellness content ecosystem with 500K monthly engaged users
  • ADVOCACY: Build customer advocacy program with 10,000 active members driving 15K referrals
  • PARTNERSHIPS: Establish 5 strategic partnerships with complementary lifestyle brands
  • EVENTS: Create hybrid event series reaching 50,000 participants with 85% satisfaction rating
METRICS
  • BRAND CONSIDERATION: 22% (from 15% in 2023)
  • CUSTOMER ACQUISITION COST: Reduce by 12% across all segments
  • DIGITAL ENGAGEMENT: Increase product research completion by 35%
VALUES
  • Care
  • Honesty
  • Integrity
  • Customer Focus
  • Diversity & Inclusion
Nationwide logo
Align the learnings

Nationwide Marketing Retrospective

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To empower protection with extraordinary care by becoming the most trusted partner for lifelong financial security

What Went Well

  • GROWTH: Property & casualty premiums increased 7% year-over-year
  • BUNDLING: Multi-policy households grew by 12% exceeding goal of 10%
  • DIGITAL: Mobile app engagement increased 34% with 4.6 star rating
  • CAMPAIGNS: Q1 brand campaign drove consideration lift of 5 points
  • RETENTION: Customer retention improved to 87% from 84% last year

Not So Well

  • ACQUISITION: New customer acquisition costs increased 8% vs. target
  • SEGMENTS: Gen Z prospect conversion rates 15% below benchmark goals
  • DIGITAL: Website conversion rates declined 3% against industry gains
  • CONTENT: Content marketing engagement metrics below quarterly goals
  • SOCIAL: Social media engagement declining 12% despite increased spend

Learnings

  • MESSAGING: Value-driven messaging outperforming price-only messaging
  • AUTOMATION: Marketing automation pilots showing 22% efficiency gains
  • CHANNELS: OTT and streaming channels delivering strongest CAC metrics
  • SEGMENTS: Small business segment shows highest growth opportunity
  • PARTNERS: Co-branded partner campaigns delivering 2.4x ROI vs. solo

Action Items

  • DIGITAL: Complete digital experience roadmap for Q3-Q4 implementation
  • PERSONALIZATION: Launch next-gen personalization engine by Q3
  • SEGMENTS: Develop Gen Z and millennial-specific acquisition strategy
  • CONTENT: Build educational content ecosystem across financial journey
  • MEASUREMENT: Implement cross-channel attribution model by end of Q2
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To empower protection with extraordinary care by becoming the most trusted partner for lifelong financial security

Strengths

  • DATA: Vast customer data repository across insurance lines
  • INVESTMENT: $200M committed to AI/ML technology infrastructure
  • TALENT: Growing data science and AI team of 120+ specialists
  • PILOTS: Successful AI marketing optimization pilots in auto sector
  • FOUNDATION: Strong data governance framework already in place

Weaknesses

  • INTEGRATION: Siloed data systems limiting AI implementation
  • ADOPTION: Slow enterprise-wide adoption of AI tools and platforms
  • EXPERTISE: Limited specialized AI marketing expertise on team
  • CONTENT: Insufficient AI-ready content across customer journey
  • METRICS: Lack of comprehensive AI ROI measurement framework

Opportunities

  • PERSONALIZATION: Hyper-personalized experiences at scale
  • EFFICIENCY: Automation of 40% of routine marketing tasks
  • INSIGHTS: Advanced customer propensity modeling for targeting
  • CREATIVITY: AI-augmented creative content production pipeline
  • JOURNEYS: Predictive next-best-action customer journey modeling

Threats

  • ETHICS: Growing consumer concern about AI bias and privacy
  • COMPETITION: Fintech disruptors leveraging AI at faster pace
  • REGULATION: Evolving AI marketing regulatory landscape
  • COMPLEXITY: Increasing technical debt from rapid AI adoption
  • TALENT: Highly competitive market for AI/ML marketing talent

Key Priorities

  • CAPABILITY: Build comprehensive AI marketing capabilities
  • PERSONALIZATION: Develop AI-powered customer experience model
  • AUTOMATION: Implement AI workflow automation for efficiency
  • GOVERNANCE: Establish ethical AI marketing framework