This document summarizes the presentation "The Significance of Digital Marketing and Online Management and How it Affects Perception and Income Generation within the Insurance Industry" given by Joan Ediagbonya.O. The presentation discusses Joan's role as Digital/Electronic Marketing Analyst at Leadway Assurance, where she is responsible for online marketing, social media, email marketing, website development and management. It outlines her activities such as developing email marketing campaigns, customer profiling, website redesigns, and creating marketing collateral. Challenges around workflow delays, website performance issues and social media management are also summarized, along with suggestions to address them like improving IT infrastructure and creating an in-house digital marketing team

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Presentation Title :
THE SIGNIFICANCE OF DIGITAL MARKETING AND ONLINE
MANAGEMENT AND HOW IT AFFECTS PERCEPTION AND INCOME
GENERATION WITHIN THE INSURANCE INDUSTRY.
Presentation by
JOAN EDIAGBONYA .O.
Date : July 30, 2015

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CONTENT
o INTRODUCTION
o ACTIVITIES
o SPECIFIC ASSIGNMENTS HANDLED/INNOVATION & ACHIEVEMENTS
o CHALLENGES AND FINDINGS
o MANAGING THEM (SUGGESTIONS)
o GENERAL OBSERVATIONS
o CONCLUSION

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INTRODUCTION
I joined Leadway Assurance on the 15th of December 2014
as a Digital/Electronic Marketing Analyst, to serve as a
reference point between the company and it’s general
online marketing mechanism using social media, email
marketing and to drive/manage general online premium
generation. I do Quality Check on the website user
interphase, I ensure the appropriate profiling of data
(existing and acquired), I build and maintain close rapport
between the company and its new prospects generated
from Digital Campaigns. I also analyse and develop digital
solutions (websites) for Leadway Subsidiaries and their
online presence on intervals. Digital Campaign strategies
are aimed at relating to life and non-life products per
deployed campaign.

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ACTIVITIES
o Developed the E-mail marketing campaign for the Family Benefit Plan Plus.
The strategy/mechanics and online selling portal, inclusive.
o Engaged in customer profiling with specific target audience geared at age
limit 25-45. Worked on cleaning out all data available/acquired for the purpose
of this campaign to avoid possible black-listing of the leadway cloud services
due to mail delivery failures to faulty mail accounts.
o Working with the corporate service team for e-marketing banner adverts
creation, social media marketing mechanics and content scrutiny for campaign
publishing.
o To foster the usability of the Leadway Website, I worked on the creation of
the new Leadway website user-interphase and re-designed and deployed the
look of the company’s web homepage – www.leadway.com
o With the aim of creating customer-friendly communication, I worked on the
re-naming of the Leadway App products and its written content.

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ACTIVITIES cont
o Editing & simplifying all Life products’ collaterals, Fliers & Envelops to
meet customer appetite. I also redesigning the web page contents for easier
communication.
o Working presently with corporate service to initiate social media/Digital
campaigns for a Product with the General Business, as the next phase.
o Managing and deploying the online domains for Leadway subsidiary
companies. Worked on the creation of a new Leadway Capital website.
www.leadwaycapital.com. We also deployed an ANNUITY LOANS platform
on same site and its effectiveness is on the high for most Annuitants.
o Presently managing the professional team in creating the new Leadway
Hotels website (Lagos & Abuja) as I provide these vendors with the tactics to
create user friendly windows like seamless reservations, interactive live
platforms etc for Leadway Hotel. www.leadwayhotel.com and
www.leolaabuja.com

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SPECIFIC ASSIGNMENT HANDLED
Descriptor
o In ensuring good market penetration especially on Digital Platforms, we had to
leverage on the best contents needed to drive sales – QUALITY IMAGE BANNER and
AN EXPLANATION ANIMATION VIDEO. I wrote the video script, and created the
Image/banner theme, and together with corporate service, sourced for vendors and
supervised the delivery and approval of these marketing collaterals after scrutiny by
management.
o Engaged in strategy for Cross-selling existing and acquired data using SMS blasts,
leveraging on our Social Media prospects and Email Marketing.
o Engaged in Data Profiling & cleansing: We cleaned out & profiled all Data available
for the purpose of this campaign.
oHaving profiled clients, tested the landing page, created marketing collaterals and
worked on the general website interaction, we deployed LIVE and started engaging in
Email marketing and follow up Tele-marketing with designated email/call agents.
o Worked on the new signature for the Leadway STAFF NATION-WIDE EMAIL and
directed it to the Landing page as a strategy to foster awareness and possible sales
generation for FBP whenever mails went out from any Leadway staff.

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SPECIFIC ASSIGNMENT HANDLED
Descriptor
o To foster the usability of the Leadway Website, I worked on the creation of the new
Leadway website user-interphase and re-designed and deployed the face of the
company’s web homepage. – www.leadway.com. I designed the wireframe showing
changes we could make to the homepage to make it more dynamic.
o Managing and deploying the online domains for Leadway subsidiary companies.
Worked on the creation of a new Leadway Capital website. www.leadwaycapital.com.
o Just concluded and still test running with the the professional team in creating the new
Leadway Hotels website (Lagos & Abuja) as I provide these vendors with the tactics to
create user friendly windows like seamless reservations, interactive live platforms etc for
Leadway Hotel. www.leadwayhotel.com and www.leolaabuja.com

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CHALLENGES AND FINDINGS
o As our work flow is spread across teams and departments, there is a high level of
delay experienced on designated requests.
o Frequent app/web downtime and very slow loading time of our website compared
to those of our competitors and this affects recurrent website visitation by prospects.
o Challenge with the general social media management system and how such a critical
part of our marketing/perception as a company can be effectively managed outside the
system (by vendors).
o Average ranking on Google search engine, while competitors are ranking top. E.g –
Education insurance, Insurance for small business, Business insurance, Life insurance in
Nigeria and other most searched insurance terms

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MANAGING THEM (SUGGESTIONS)
o I T department should improve on its network and server loading time to reduce
or eliminate down time and encourage visitors to keep coming to our website.
o Leadway should create a Digital Marketing Team to properly manage not just
content posting and online adverts, but to appropriate social feedbacks and
intentionally aim at generating sales from that platform. An SEO expert/online
adverts agent and a Content Curator and developer/Social media officer who will
also be graphics savvy, will be appointed upon recommendation. Just these two and
myself can make a huge difference, as professionalism is key for Digital Marketing
and an In-house managed team is most appropriate for such task.

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GENERAL OBSERVATIONS
o We have a very strong work ethic and I believe that our great sense of team spirit can play
a big part in our success as a company.
o We have a young and vibrant culture within our system and should encourage
managerial staff to ensure that each potential is maximally utilized to get jobs done.
o We have work – life balance in this great Organization.

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CONCLUSION
In line with the company’s core value - “iSCORE” , which is aimed at
being the leading Insurance Company and one of the top non-banking
financial solution provider, I hold this in top priority, as I intensify
mechanisms and keep assisting the online presence and sales generation
across Leadway Assurance and its Subsidiaries, as all hand must be on
desk to achieve this Core Value :
integrity
Service
Customer focus
Openness
Respect for the individual
Excellence

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Thank you for listening.