The Hartford Paralympic Social Media Campaign
Olympic athletes bask in glory. Paralympians—like cyclist Sam Cavanaugh—bask in blood, sweat and anonymity. Training at unholy hours. Doing things the human body—especially his—just isn’t meant to do. But mostly, showing anyone who cares to notice what the word determination truly means. In 2011, The Hartford decided it was time to shift the spotlight onto our Paralympic hopefuls.
“Achieve Without Limits” started with a simple quid pro quo—for every “Like” The Hartford received, they’d donate $1 to help the athletes train. Then we overhauled their social presence with videos and games designed to bring people closer to the athletes. The end result: a crowd of over 100,000 people showing up to shower our Paralympic athletes with the recognition they so deserve, but would never ask for.
The Excuse Converter
Winter Paralympic Website
Share = 1$
TV, online ads and social posts would encourage fans to visit the "whatdefinesyou.com" site to share awareness of the Paralympic athletes and help fund their journey to Sochi. For each share, post or email, The Hartford would donate $1 to help fund the Paralympic athletes.
Owning a small business can be an adventure – especially when the unexpected happens. The choices small business owners make in those tricky situations can determine if their business fails or prevails. That’s why having the right insurance is critical. But, business owners often don’t understand the nuances around types of insurance coverages – like the difference between professional liability and general liability insurance. The Hartford asked us to help them connect with and educate a key audience for their insurance – technology business owners.
The Hartford Brand Systems Explained
The Hartford Marketing team asked me to help them create an updated brand style guide and a simple system that anyone could follow to ensure that all work is on-brand. I also had the privilege to present my work to the Hartford national marketing teams and agency partners.
We evolve this notion of the small business community in a digital world by creating a place where SBO's can connect with information and peers that can help their business succeed.
The Fearless Ones
Small business owners are the heroes of today’s economy. The Hartford wanted to capture its own relevance to SBOs and applaud those fearless individuals, who dare to make their dreams a reality.
Small Business Portal
The perfect storm, new disruptive digital technologies combined with economic turmoil have given rise to a new age of Entrepreneurship. The Hartford is uniquely qualified to help today’s new small business entrepreneurs. Thanks to innovative products like Spectrum BOP, Data Breach Insurance, Businesses Income Coverage and other innovative products and services.
We created a fully responsive, scalable and easily updateable online experience that helped introduce these “new age” Entrepreneurs to the vast products and services that The Hartford has to offer.
The following was a 2 day shoot depicting 4 scenarios where data breach can occur.
Photographer: Ian Christmann
The "Prevail" campaign landing page became the hub where all external and online advertising would drive to. This was an opportunity to both help visitors find products and services that they were looking for, as well as educating them about other Hartford offers. We designed the experience so that each subsequent page could serve as that product or service's campaign landing page to help boost relevance and search optimization. The site walked a fine line between having everything a user needs there, but also not become distracting from the task that they are hoping to achieve.
In a perfect world, nothing bad ever happens. But the world isn’t perfect. Are you covered if your world gets rocked? To answer this question we created My Tomorrow, an online education tool used to increase employee participation in voluntary benefits. It includes three main digital components for the customer enrollment experience: customized employer landing pages, a comprehensive consumer education tool and an enroller iPad app.
The Hartford’s Educators Professional Choice
The Hartford’s Educators Professional ChoiceSM offers liability coverage tailored to the specific needs of educational institutions. With broad coverage and policy features that offer unprecedented flexibility, our liability coverage can help protect your school’s legacy.
The Small Premium Optimization Tool (S.P.O.T.)
Over the years The Hartford has realized that a lot of their business depends on independent agents. Simply put, the more time these agents have, the more money The Hartford and they will make. But these agents are currently busy managing the people they have already signed up or they pay employees to do it. Either way, it isn't as profitable as it can be. Enter S.P.O.T., a real-time App that is designed to help The Hartford sales team illustrate how migrating current customers base to The Hartford can help free up the independent agents time or streamline their staff to help earn more new business. The Hartford will benefit from the small premiums from that customer base and strengthen both client as well as agent relationship. A win-win scenario!
Small Business Extreme Weather App
We developed a series of online ads to create awareness around extreme weather situations. From property damage to business closures, whether it’s a wildfire or some other disaster, The Hartford’s dedicated is here to help you prevail through the unexpected. But what if we could do more? Imagine if we could give you an unbiased assessment of your property risks by simply pairing your geographic location with historical data of weather patterns. All done in a matter of seconds! We designed the idea of creating an app that would allow a Hartford sales agent to share its device's coordinates and cross reference the location with historic weather patterns, right there as they are talking to the customer. The result would be an infographic overlaid onto the properties image to create maximum impact and relevadnce.