End of Internship Report

End of Internship Report
AJ Marino-Marketing Communications Intern
8/11/2014

Liberty Mutual Insurance 2
My team
Direct Manager: Jill Silver
 Also worked on projects for:
–Amy Stoll
–Thom Wilk
–Yvette Yegumians

In my first days, I spent time learning about Liberty, the insurance
world, and our Commercial Insurance unit. Activities included:
 Viewing latest CI Town Halls
 Participating in Intern Orientation
 Meeting with experts on each CI line
 Viewing presentations on the MarComm and Strategy Decks
Insurance 101

My Project List
I had the pleasure of working on the following projects:
 Coffee Break Webinars
 Portal Audits
 Regional Fact Sheets
 Agency Prospecting Letter
 Sales Success Graduate Graphic
 Industry Specific Risk Control Slides
 Contact Sheets Update
 Risktrac Demo Analytics
 Regional OFTs and Word Docs
 FrontierMEDEX Registration Guide

Project 1: Coffee Break Webinars
Assignment: Revamp Coffee Break program for nationwide use.
Responsibilities:
 Work with design on refreshed template
 Work with Distribution on strategy for countrywide launch
 Enhance current materials and draft new materials
 Create Slogan
 Update Marketing for Success presentation

Project 1: Coffee Break Webinars
Results:
 Refreshed, branded program with one unified look for
nationwide use
 New platform for sending communications to Agents and
Brokers
 Enhanced tool to help TM’s in the field educate A/Bs on Liberty
Mutual value add services for their business

Slogan: Recharge your Knowledge, Refresh your Business
Coffee Break Materials: Example

Project 2: Portal Audits
 Assignment: Audit Agent Portal and Marketing Tools for
accurate, up to date documents to keep agent resources
organized
 Responsibilities:
 Review documents in “Agent Playbook” and “Guides and
References”
 Note necessary changes and take downs in spreadsheet
 Make usability recommendations for reorganization of portal,
working with Customer Experience team

Project 2: Portal Audits
Results:
 Meetings with regional communications specialists to inform
them of document updates and removal
 Enhanced portal data to assist consolidation process as we
move from 8 regional portals to one main portal

Project 3: Regional Fact Sheets
Assignment: Create one “About Liberty” Fact Sheet to replace 8
regional versions
Responsibilities:
 Review old regional documents and new materials to create
story to tell
 Write white copy based on research, leaving room for regional
nuances
 Collaborate with team/regions on what to include and highlight

Project 3: Regional Fact Sheets
Results:
 Completed white copy of fact sheet that told the
new realigned Liberty story
 Once completed in design, the fact sheets will:
– Aid agents and brokers in their client discussions about
the value of working with Liberty Mutual
– Help transition Regions from legacy brand to Liberty
brand awareness

Project 8: Risktrac Demo Analytics
Assignment: Create website tracking metrics for new Risktrac
demo site to measure success of the project
Responsibilities:
 Research website analytics and Liberty tool capabilities
 Select analytics based on web content and need
 Highlight KPI’s to designate goals for the project
 Research competitor models and decide to keep site public or
private

Project 8: Risktrac Demo
Results:
 Worked with Dan Nadelberg to create
dashboard of website analytics and
metrics to track
 Recommended usability changes to
Risktrac Site
 Gained insight on competitor models and
how we can differentiate

Project 10: FrontierMEDEX Sell Sheet
Assignment: Create sell sheet for Multinational client
highlighting travel services for policyholders
Responsibilities:
 Collaborate with client on messaging and strategy for
document
 Research service and needs to communicate creative brief with
design
 Create rough draft of white copy based on client’s goals
 Gain department approvals and create final product with design

Project 10: FrontierMEDEX Sell Sheet
Results:
 Met all client deadlines and
expedited process
 Created strategic copy that
highlighted features, differentiated
our product, and provided a clear
call to action
 Product will be used to launch new
mobile service access and promote
our value add services in the
multinational space

Learning Opportunities
When I was not working on projects, I had the chance to sit in on
meetings that taught me about how strategy is created here at
Liberty. I learned about:
 New Telematics commercial campaign
 Awareness campaign for Service Center
 Closed Loop Feedback
 JD Power Survey Results

#InternPerks: Executive Speaker Series
As part of the LMI Intern Program, I had the opportunity to attend a
weekly webinar series featuring topics from varying executives.
Sessions included:
 Innovation and Technology in Insurance
– Chris Capone, SVP, Personal Insurance Partner Distribution
 Refining your Online Presence
– Caroline Slomski, Manager, Employment Branding
 Inside LMS
– Clemia Brittenum, AVP, LMS Practice Management and Communications
 Behavioral Interviewing Workshop
– Brian Prozeller, Manager, Campus Recruiting
 Diversity Dialogue
– Dawn Frazier-Bohnert, VP, Diversity and Inclusion

#InternPerks: Networking
When not working, The LMI Intern Program also
gave me the chance to network with my peers, and
see the fun side of Liberty!

Conclusion
Overall, I had a very well rounded internship experience. I had
ownership over several projects, and was made to feel like a real
member of the team.
The exposure to multiple lines and departments was a great
learning experience, and I feel that I have gained much from my
peers, superiors, and through my work.

Thank You for Listening
Any questions?

Project 4: Agency Prospecting Letter
Assignment: Revise copy of letter sent to prospective target
agencies as part of agency onboarding effort
Responsibilities:
 Review and edit copy for audience clarity and tone
 Incorporate Commercial Insurance messaging into document

Project 4: Agency Prospecting Letter
Results:
 Improved white copy with topics that better aligned with CI
initiatives
 Maintained consistent messaging for first impression with new
agents
 Created tool for TM’s to help onboard new agencies

Project 5: Sales Success Graduate Graphic
Assignment: Create graphic concept/brand for advanced
version of our Sales Success Academy program
Responsibilities:
 Study old brand and new program strategy
 Create concept sketches to meet client needs
 Communicate client and program goals with design

Project 5: Sales Success Graduate Graphic
Results:
 Generated new “arrow” concept that appealed to
the client
 Worked with design to bring concept on brand
 Mediated discussions between client and design
to come up with ideal concept (still in process)
 Will be changing Academy logo to make more
sense conceptually and align the programs

Project 6: Industry Risk Control Slides
Assignment: Condense industry specific risk control slides from
2 slides to one
Responsibilities:
 Work with design on new layout for content
 Condense content and case studies for clarity
 Research internal data to create visual element

Results:
 Created new, organized
template
 Found new data source
revealing growth of our
industry accounts
 Provided Risk Control with
necessary industry
resource to use internally
and with clients
Project 6: Industry Risk Control Slides

Project 7: Contact Sheets
Assignment: Design more efficient process for updating
Business Unit Contact Sheets on Marketing Tools
Responsibilities:
 Meet with design team and work with Standard Register to
brainstorm solutions
 Collaborate with CI Marketing teams on possible improvements
and problem solving

Project 7: Contact Sheets
Results:
 Created two versions of the
documents, one static and
one fillable
 Designated content owners
within the Business Units to
eliminate Marketing from the
process
 Created consistent look and
feel for documents

Project 9: Regional OFTs and Word Docs
Assignment: Own project and work with design on creating “a
message from” materials for regional presidents
Responsibilities:
 Meet with design on concept, serve as their point of contact for
the project
 Edit and review final versions
 Send out resources to regional communication specialists

Project 9: Regional OFTs and Word Docs
Results:
 Created updated resources for regional use
 Maintained consistent look and feel throughout
upper management messaging

End of Internship Report

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