DTRIC Lead Generation Strategy

The Problem

During my time at Becker Communications, I managed the DTRIC Insurance account.

Facing competition from both national and local insurers, DTRIC aimed to increase online car insurance quote requests, strengthen brand presence, and reach new audiences.

 

The Solution

To achieve these objectives, I implemented a comprehensive advertising strategy that encompassed improved branding, digital marketing tactics and an integrated multi-channel execution.

About DTRIC

DTRIC Insurance is a member of MS&AD Insurance Group, Japan’s largest insurance holding company and the eighth largest property and casualty insurance group in the world.

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Strategy

Branding Enhancements

  • Integrated Over-The-Top (OTT) and Connected TV (CTV) advertisements into the digital marketing mix.
  • Maintained consistent creative elements across offline channels, including television and radio.
  • Added Spotify ads to diversify digital outreach.
  • Optimized the Google Business profile with regular company updates, fresh imagery, and relevant information.

Website Optimization

  • Revitalized the landing page by incorporating customer testimonials and engaging visuals to enhance user experience.

Creative Strategy and Execution

  • Deployed dynamic, algorithm-driven advertisements to tailor content to target audiences.
  • Refined audience targeting across all digital platforms to improve ad relevance.
  • Enhanced tracking mechanisms and optimized budget allocation to ensure efficient use of resources.

Results

This data-driven approach not only enhanced brand visibility but also significantly improved conversion rates, delivering measurable business growth for DTRIC Insurance.

Website engagement increased by 260%

Ad relevance increased by 15%

Cost per click decreased by 44%

Conversions increased by 47%

Highlight

✔ Optimized Digital Ad Strategy: Implemented data-driven ad campaigns across multiple platforms, including OTT, CTV, and Spotify, to enhance audience targeting and engagement.
✔ Website & Landing Page Enhancements: Revamped landing pages with compelling visuals, customer testimonials, and streamlined navigation to improve user experience and conversions.
✔ Brand Consistency Across Channels: Ensured cohesive branding by aligning creative assets across digital, television, and radio advertising.
✔ Improved Lead Generation: Increased insurance quote requests by 47% through targeted advertising and optimized conversion paths.
✔ Cost-Effective Campaign Execution: Achieved a 44% reduction in cost per click while improving ad relevance and engagement rates.
✔ Strategic Performance Tracking: Utilized analytics to continuously assess campaign effectiveness, making real-time adjustments to maximize ROI.

Key Skills

✅Integrated Marketing Strategy
✅ Performance Analysis & Optimization
✅ Paid Media & Digital Advertising
✅ Conversion Rate Optimization (CRO)
✅ Brand Strategy & Positioning
✅ Project Management
✅Content & Creative Development

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