Our Work » Northwestern Mutual
Industry:
Finance
Better content and circulation connect representatives to customers

Northwestern Mutual has helped clients achieve financial security for more than 152 years. It long ago discovered the power of client relationship-building and the long-term benefits of custom media.

Northwestern Mutual publishes Creative Living as a marketing tool for use by its nationwide network of financial representatives. The custom magazine features general-interest, lifestyle content and increases overall brand awareness and consideration of the company’s products.

Objectives:

  • Enhance content and design the Creative Living magazine.
  • Demonstrate ROI to its field force.
  • Improve the subscriber customer service experience.
  • Achieve circulation goals.

A powerful design pulls readers into a compelling message that they want to pass along to friends.

Strategies:

  • Identify the levers (both content and process) to drive the magazine’s success to new heights.
  • Make improvements in content, design, variable data personalization, production and marketing, complemented by dedicated circulation management and customer service.
  • Use a high-quality design that reinforces the Northwestern Mutual brand image.

The magazine dramatically improves company and product awareness

Results:

The editorial and design improvements, combined with responsive, pro-active subscriber service and dynamic, targeted marketing campaigns have resulted in measurable results. Creative Living dramatically improves company and product awareness, particularly among prospects, and is, in the words of one financial representative, “…a no-brainer. If you’re not using it, you should be.” And, readers; what do they think? One Northwestern Mutual client wrote to say, “…awesome…keep up the excellent work!”

“The TMG team is smart, savvy, and responsive to our business needs and strategy. They’ve helped us attain production efficiencies, build our marketing program, and streamline our business operations. And they continuously strive to set the bar higher, looking for opportunities to innovate and deliver even more value. We couldn’t ask for a stronger partner."
Margo O'Brien Hokanson, Corporate Relations Consultant
Northwestern Mutual