Insurance
Brief
Zurich Financial Services
Australia Ltd (Zurich Australia) was seeking to
strengthen its relationship
with financial
advisers. It aimed to do this by providing a
value-added information service that would include
practical
business advice and commentary on industry
trends. To maintain
credibility, the focus of the communication would
be on the industry at large, rather than
Zurich Australia
itself.
Strategy
The concept of an industry information service
was developed into the idea of a quarterly
business
publication
called Z2A, with the content for the magazine
to be written by Zurich Australia’s in-house
investment and technical specialists.
Solution
Zurich Australia has made extensive
use of Penfold Buscombe’s capabilities
to produce and distribute Z2A. As well as printing
the magazine, we also handle
all the necessary data processing, personalisation,
poly-bagging and lodgement – giving
Zurich Australia the convenience of a one-stop
service.
This ability to provide an end-to-end
service
has helped to reduce the costs of producing
Z2A, as
well as offering
the benefits of more efficient turnaround,
production and management.
Based on the success
of Z2A, Zurich Australia has now embarked on a
second publication
called Z2B.
This magazine
is aimed at insurance brokers and uses
a similar strategy to strengthen relationships
with this
key group.
For the launch issue of Z2B, Penfold Buscombe
was able to include a signature bottle-stopper
within
the mailing.
We aided with the design of packaging for
the bottle-top, to ensure that it could
not rip
and spoil the magazine,
and provided liaison with Australia Post
to ensure that the final mail pack complied
with
their
requirements.
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