State Farm

While a Content Strategist at Razorfish in Chicago, I worked on numerous projects for State Farm, including writing copy for insurance landing pages, managing a team of copywriters to create 250+ articles for the company's Learning Center, and creating a messaging strategy and copy for State Farm's first-ever iPad app.

LANDING PAGES

State Farm’s Insurance Landing Pages are crucial to engaging potential customers and driving them to the online quote application. In 2010, I wrote copy for the company’s Homeowners, Condo Owners, and Renters Insurance Landing Pages. Each page previously ranked in the top 3 for search, and the copy had to maintain keyword density while adapting to the new design aesthetic. We solved this challenge by creating expandable sections that housed copy and revealed it upon user interaction, which improved keyword density while communicating product benefits. 

 

SMART MOVER

When the iPad came out, State Farm wanted to develop an app for this new and exciting platform. And they wanted it to relate directly to a key business objective: Over 50% of State Farm customers dropped State Farm insurance when they moved 50+ miles. To connect the app to this business problem, Razorfish developed Smart Mover. It featured a customizable packing list, 8-week moving checklist, and interactive packing screen to help customer’s move while keeping State Farm top-of-mind during the moving process. 

 

CANADA HERITAGE

While State Farm's business was booming in America, that was not the case in Canada. We developed pages for the State Farm Canada website, and I wrote copy that communicated State Farm's history and heritage in Canada, aimed at connecting with a Canadian audience on their own terms. 

 

Learning Center

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While State Farm was overhauling its website, one key goal was transform their repository of 250+ help articles to become the heart of a dynamic online support community. I hired a team of copywriters and a copy editor, created a style guide and editorial calendar, and managed writers to revise the articles in eight weeks. The result is a user-friendly online content community where customers can read and share content about everything from earthquake safety to the benefits of a Roth IRA.