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

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My team
Direct Manager: Jill Silver Also worked on projects for:
–Amy Stoll–Thom Wilk–Yvette Yegumians

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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

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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

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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

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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

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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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#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

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#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!

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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?

Appendix

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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

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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

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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

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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

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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

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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

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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

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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

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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

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