BANKERS LIFE AND CASUALTY SETS CLEAR COURSE: 'WE SPECIALIZE IN SENIORS'
Tuesday, June 25, 2002
Launches National Communications Campaign, Signs on Dick Van Dyke
to Stake Claim to Booming 50-Plus Market
CHICAGO (June 25, 2002) - Chicago-based Bankers
Life and Casualty Company is launching a national, integrated
communications campaign in support of its market-driven portfolio
of health, life and annuity products tailored specifically for the
senior population. A leader in senior healthcare products for 20
years, Bankers Life and Casualty plans to rise above the din of
product-driven insurance providers by clearly staking a claim with
its "We specialize in seniors" positioning.
Bankers Life and Casualty retained Chicago-based grant
· jacoby in February to help plan and execute the
strategic integrated communications initiative, which includes
advertising in Time magazine, audience segmentation research,
direct and database marketing, agent sales support materials,
strategic partnership support, and public relations. All efforts
are geared toward connecting with seniors aged 55 to 85, a group
growing 2.5 times the rate of the overall population.
"'We specialize in seniors' leaves no doubt about where our
commitments lay," said Bankers Life and Casualty CEO and President
Ed Berube. "As the senior market's demand for high-value products
continues to increase, we think they should know where they can
turn to preserve and protect their financial futures. And we want
to be very clear that it's Bankers Life and Casualty."
Bankers Life and Casualty products have been senior-focused for
four decades, but only now is the company launching a national
campaign to broaden awareness as the leading provider of
agent-distributed lifestyle protection and retirement savings
products and services. A strong emphasis for the company's
communications goals is to provide its dedicated, national
3,000-agent sales force with the tools they need to reach out to
"The Bankers Life and Casualty name already scores high with
seniors," said grant · jacoby CEO Andrea Murphy.
"But even though people know about the company and about long term
care insurance, the market research shows an alarming number aren't
prepared for the expense of nursing homes and other major costs for
which they're not currently covered. This program will help seniors
learn to take control of their and their families' futures."
The Bankers Life and Casualty print advertising campaign drives
the point home. One execution recently featured in Time magazine
shows an active senior woman in an urban garden with copy reading:
"Ann McSweeny specializes in topiaries. We specialize in Ann
In addition, Bankers Life and Casualty plans to leverage
spokesperson Dick Van Dyke, signed in May 2001. Expect to see more
of the respected actor's image in conjunction with Bankers Life and
Casualty's collateral as the company reaches out to the growing
senior demographic. Van Dyke's popularity with Baby Boomers will
help the company highlight the critical importance of health and
life insurance protection and retirement savings for senior
Established in 1879 and headquartered at the historic
Merchandise Mart in downtown Chicago, Bankers Life and Casualty
Company focuses exclusively on the financial security needs of
seniors. The company offers a broad portfolio of health and life
insurance and retirement savings products designed especially for
seniors. These products are distributed through a national network
of professionally trained company agents. Visit us online at www.bankers.com.