State Farm tasked my agency with creating a new portal to house all marketing content created for the insurance agents in the field. Because State Farm agents live in the same neighborhoods where they work, my agency pitched Agenthood as the portal name. As part of the campaign, we were asked to create new marketing assets for the portal, including guides, infographics, podcasts, and infoshorts.
To capture the information for the infoshorts, I write the questions, interview the insurance agents on set, and then edit the transcript to create an educational narrative for other agents.
For this topic, I was asked to interview agent Jason Parker on his use of paid search in his rural market. I initially interviewed the agent over a video call to refine my questions before meeting him on set in Alabama. I then worked with my design partner and production team to bring his story to life.
For this video, I was asked to interview agent Greg Aldridge on how he positions himself during customer conversations as a financial services provider. I initially interviewed Greg on a video call, where I refined my questions before I met him on set in Kansas. I then worked with my design partner and production team to storyboard and create the final video.
In addition to the infoshorts, I work with my design partner to create supporting assets to help agents become better field marketers, like this quick event guide, shared via email nurture campaigns.
By tracking open and click-through rates on emails and views on videos, my agency has been able to track agent interaction and further tailor our content based on performance as we continue to support State Farm agents and their marketing work.
Jenna Allen's Portfolio 