Portfolio By
Industry Insurance and Financial Services
Prudential Financial education content

Prudential Financial hired Avanza to draft
16 articles on key aspects of annuities and retirement planning.
Designed to help Prudential’s
customers prepare for and live in retirement, the informative, yet
entertaining articles were distributed to Prudential agents and independent
investment professionals for use in prospecting and client development.
Sample content:
“Asset Allocation: A Lifecycle
Approach”
“‘Asset allocation’ sounds
complex, but its essence is simple. It is the systematic process
of diversifying your wealth among different investments such as
stocks, bonds, and cash equivalents. Your goal is to achieve an
investment portfolio with the highest potential return for the
least amount of risk. However, asset allocation does not guarantee
a profit...
“How do you determine the right allocation? By forging the
right mix of assets for your current lifecycle stage. Put simply,
every investor has two impulses: to grow assets or to protect
assets. Where you fall depends on your life stage. If you are fresh
out of college, you probably will want maximum potential gain. If
you are in your peak family formation and child rearing years, you
may still want to grow assets, but your risk tolerance may be lower,
since you’ll need to put your kids through college or to buy
a bigger house. And if you are only a year or two away from retirement—or
already retired—you will tilt toward principal protection.”
See entire
article [PDF]
Kaplan Financial disability
insurance course
Kaplan Financial, a financial services compliance and continuing education publisher, hired Avanza to update its Disability Income Insurance course. The course helps sales professionals understand the market needs for disability-income protection, product features and benefits, and selling approaches.
Sample content: “Disability Income Insurance”

“All of us face three basic risks: dying too soon, living
too long or becoming disabled. Death is a given—that’s
why people buy life insurance. Old age is a probability, which clients
must plan for so they don’t outlive their financial resources.
And then there’s the risk of disability—often overlooked
compared with the other two, but a potent risk just the same.
“Unlike death and retirement, becoming disabled is only a
possibility. But it’s a devastating one because it cuts to
the core of a person’s ability to earn a living. Once the flow
of earned income stops, most financial plans quickly fall apart.
This concept is pivotal, so it bears repeating:
“Successful financial plans depend on the client’s
ability to earn a living.”
National Ethics Bureau marketing counsel
and content

The National Ethics Bureau is a one-stop source for consumers to verify the backgrounds of their insurance and financial advisors. It is also a resource for financial professionals to grow their practices by using ethics-driven marketing practices and tools that differentiate them from their competitors and that build client loyalty.
The Bureau hired Avanza to manage its communications and content effort, with the goal of greatly expanding its member advisor ranks. Serving as its outsourced communications department, Avanza manages industry PR, relationships with affinity partners, and content publishing. We have overseen the launch of new brand positioning, provided the content design for a new web site, and published a host of new content.
Avanza currently generates NEB content for four financial trade publications (Senior Market Advisor, Boomer Market Advisor, Benefits Selling, and Life Insurance Selling). We also generate content for three NEB monthly newsletters and develop consumer education content on topics such as investment scams and identity theft.
The National Ethics Bureau has a great mission: protecting consumers against financial fraud and enhancing the financial services industry's ethical climate. Avanza is proud to be its communication partner.
Sample content:
“The Ethics-Driven Field Marketing
Organization .”
“Once upon a time, a financial marketing organization (FMO) would simply provide a broad range of products on a profitable basis to their contracted agents. Period.
“Then product-driven FMOs became marketing-driven, helping their insurance and financial advisors identify and develop productive market niches.
“In recent years, FMOs have further evolved into business consultants, helping advisors successfully manage their complex practices.
“But exceptional FMOs aren’t resting on their laurels. That’s because many are now helping advisors successfully operate in an environment of consumer mistrust and regulatory scrutiny. They are becoming ethics-driven, doing their part to improve the quality of sales practices in the financial services industry.
“When FMOs become ethics-driven, everybody wins. The FMOs attract a higher caliber advisor. Advisors avoid high-risk sales practices. And consumers get better advice and more appropriate product solutions.
“So as more FMOs transition to the new ethics-driven philosophy, expect to see and hear unusual things from your favorite FMO.”
View the new web site we created for NEB.
Read the Ethics Edge, a monthly e-letter we produce.
Read the consumer fraud prevention guide we created.
View the ethics motivation and compliance content we develop for NEB.
Managed Care Insurer sales training
A New York health insurer was concerned about increasing the effectiveness
of its salesforce. It retained Training Implementation Services,
a Connecticut consulting firm, which in turn hired Avanza to quarterback
the project and oversee the development of an Accountability Performance System and Accelerated Learning Guide.
Sample content:
“Selling in the
New Healthcare Environment”
“The new healthcare environment poses challenges to anyone
who sells and services health insurance. New technology, rising costs,
government mandates, and other issues have forced employers to find
new ways to finance quality healthcare for their employees, while
managing costs.
“To this end, they also have higher expectations of you,
the Health Benefit Consultant or Account Manager. Not only do they
want you to continue doing what you normally do, they want you to
go ‘above and beyond’ by advising them on how to meet
their benefit objectives, while controlling expenses. Becoming more
familiar with the healthcare marketplace—both local and national—is
the first step in operating effectively in this new environment.”
CT
Business, magazine article
A Connecticut economic development publication hired us to profile the Connecticut Insurance and Financial Services Cluster, a new partnership between the state of Connecticut and its major financial institutions.
Sample content:
“Connecticut’s
IFS Cluster”
“New Jersey’s Prudential Financial gobbles up Connecticut’s
American Skandia for about $1.2 billion and the retirement business
of CIGNA Corp, based in Hartford, for $2.1 billion. Hartford’s
Travelers Property Casualty and The St. Paul Companies, Inc., of
Minnesota, combine in an industry-shaking $16.4 billion stock-for-stock
merger. United Health Group buys Trumbull’s Oxford Health Plans,
Inc. Bank of America acquires FleetBoston for $47 million and Banknorth
of Portland, Maine takes over New Britain-based American Savings
Bank.
“As the ominous drumbeat of consolidation echoes across the
state, along with mounting concern over outsourcing jobs abroad,
one also hears a new sound—the sweet, hopeful music of executives
collaborating to protect and grow Connecticut’s insurance and
banking industries, under the aegis of the new Connecticut Insurance
and Financial Services (IFS) Cluster.”
“Connecticut’s
IFS Cluster” [PDF]
“Polishing the Crown Jewels of Connecticut’s
Economy” [PDF]
Connecticut investment advisory collateral brochure
This firm retained us to provide marketing communications and
public relations counsel. The objective was to communicate the strength,
stability, and competence of the firm by devising a new corporate
identity, collateral package, and media presence.
Sample content:
“Personal
Financial Management”
“An excellent financial management firm is
like a classic piece of architecture: Its advice is well-crafted.
It combines various financial strategies into one harmonious design.
It strives for long-term performance. If this is what you’re
looking for in a financial advisor, then look no further.”
New England insurer, magazine article
The client prided itself on the quality of its claim services.
It wished to profile this excellence in its corporate publication,
distributed to the media, insurance agencies, and employees.
Sample content:
“Weathering the Storm Depends
on Planning.”
“Jack Brody, catastrophe coordinator, knows his hurricanes.
In his 24-year career in claims, he’s worked on Hurricanes
Beulah, Celia, Eloise, Frederick, Alicia, and Hugo, not to mention
four hailstorms. Though his experience is extensive, his advice is
short and sweet: ‘plan today for the catastrophe of tomorrow.’
“‘It all starts with
planning,’ says Brody. ‘Businesses
should picture themselves without electricity for several days and
with hundreds, if not thousands, of their customers needing service.
By anticipating their needs, they’ll be better equipped to
handle the chaos that follows disasters.’ ”
Managed care insurer, corporate publication
The client relied on professional nurses to run many facets of
its business. It hired us to develop profiles of successful company
nurses for its internal publication.
Sample content:
“Our Nurses Give New Meaning
to Old Traditions”
“June Morris, a health promotion product manager, can’t
get enough of nursing. During the day, she helps the field sell and
deliver health promotion services to clients. That involves screening
vendors with services of interest, helping salespeople prepare proposals,
and staying on top of the company’s various health promotion
products.
“But her day isn’t done
when she leaves the office. That’s because she has not one,
but two part-time nursing jobs awaiting her. During the week, she
provides nursing services at the Policy Administration Building in
the center city. On weekends, she’s
a day and evening supervisor at a nursing home. ‘I get it all
done,’ says June, ‘but don’t ask me how.’ ”
Consumer's Digest magazine article
A national consumer magazine hired us to write an article about a dream shared many Americans: how to retire at an early age.
Sample content:
“How to Retire Early”
“Not having to
work for a living, being able to play tennis at noon or at midnight,
or having the time to volunteer for worthy causes. Sound impossible? It
isn’t. Just ask Edward Tauber.
“Tauber and his wife retired at the ripe old ages of 43 and
41—and they have never been happier.
“During their careers, both Taubers worked in marketing research
and advertising. In their mid-30s, they were living and working in
California. He taught marketing at the University of Southern California;
she ran their market research firm.
“But eventually, they tired of the grueling travel and the tedium
of research. Was there a better way? Tauber realized there
might be. If they could live off his USC salary, while saving most
of their company’s consulting revenue, they might be able to
retire in 10 years, when he was 46 and she, 44.
“‘We worked like dogs—60
to 70 hours a week,’ recalls Tauber. ‘We’d write
reports on the weekend, travel during the week. I was teaching a
full load, too, and serving as chairman of the USC marketing department.
We had the equivalent of four jobs.’ ”
Financial Planning magazine article
A major monthly magazine for financial planners asked us to initiate coverage of an emerging product: long-term care insurance. "LTC to the Rescue" kicked off a series of comprehensive articles on the complexities of long-term care and related products, with a focus on choosing the right carrier and product design for client needs.
Sample content: “LTC to the Rescue”
“James H. Braziel’s first encounter with the financing
of long-term medical care occurred over a decade ago, when the husband
of one of his clients was forced to enter a nursing home. The client
was distraught over the prohibitive cost of this care, and so was
Braziel, a planner with Estate and Financial Planning of Chico, California.
The wife was in good health, but without some intervention on Braziel’s
part, the nursing home bills would have drained her assets, leaving
her to face her remaining years with acute financial uncertainty.
“The only recommendation Braziel
could offer was that she divorce her husband. She agreed, reluctantly,
and her attorney drew up the papers, unbeknownst to family and friends.
Once divorced, she was no longer responsible for her ‘ex-husband’s’ bills,
he qualified for Medi-Cal, California’s version of Medicaid,
and she was able to save the rest of her assets. It was a desperate
solution, but so was the problem.”
Risk and Insurance trade newspaper article
A monthly magazine for corporate risk and insurance managers asked us to profile the flexible benefits program developed by Hershey Food Corporation.
Sample content:
“Staying Sweet”
"Hershey Milk Chocolate bars and Reese’s Peanut Butter
Cups are as American as fireworks on the Fourth of July. That’s
a marketing plus for Hershey Food Corp., maker of these and 53 other
brands of chocolates and confections. But it can also be a hindrance.
“The problem is that Pennsylvania-based
Hershey must roll out new products, expand its global reach, and
trim manufacturing costs—in short, function as an aggressive,
modern consumer products company—while trying to maintain the
mom-and-apple pie culture established by its founder nearly a century
ago.
“Nowhere is the contradiction between mean-and-leanness and
sweetness-and-light more apparent than in the company’s approach
to employee benefits. Benefits cost containment is a painful issue
for most modern businesses, but it is especially sensitive for a
corporate such as Hershey, which prides itself on its benevolent
attitude toward employees.”
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