Responsive WebSite

No one wants to think about needing Long-Term Care (LTC), much less plan for the "idea" of needing this type of coverage at some point in life. Society today just doesn't plan this far in advance for the "what ifs" and the product can be confusing. Unfortunately, there is a TON of negative information out there on the web. 

When New York Life secured a partnership with AARP to sell long-term care, my creative team and I were excited and up for the challenge. The first thing we focused on - CONTENT!  In partnership with my digital strategy partners, a deep dive into the competitor landscape was done to determine where the information was missing online.  This helped us uncover information gaps and opportunities that could set our offering apart.

We created a informational destination focused on educating upper funnel shoppers who looking for basic information on what LTC is and why it is important.  The value proposition was a free downloadable guide that was gated with a form in order to capture the lead information.