I was the lead designer for this project and collaborated with a Marketing copywriter and the subject matter experts within Sales to define the appropriate content and deliverable. The process started with a kickoff to determine a content outline and brainstorm creative strategy. I designed the booklet and one-pager, collaborating closely with the copywriter to align content and creative strategies.
The goal of this piece is for buying teams to have something tangible to view when going through an evaluation. Our experience with large insurers wanting to buy Clearwater is they often have trouble navigating the buying process – it’s likely the largest system procurement these teams have been through.
This project yielded two deliverables, including a detailed booklet with checklists and key considerations for four phases of an evaluation. The secondary deliverable is condensed one-pager with only checklist items. The main challenge we needed to solve with this piece was our Sales teams wanting to include various levels of detail for the content. Our solution was to create the two deliverables to address the different scenarios in which it could be sent to a prospective client. A more detailed deliverable and a high-level checklist.
The pieces were successful and adopted by our Sales reps to use in their selling process. The checklist was also adopted by Sales teams in other markets outside of large insurers because the piece was so helpful for prospective clients.