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The Good Hands News newsletter and content hub serve as an added value communication for Allstate customers. The program has two main objectives: to increase brand affinity, and to support the greater retention plan. Allstate has achieved these goals by showing customers that they can offer more than just insurance – Good Hands News educates and reinforces the knowledge and expertise of Allstate and its agents beyond their insurance coverage. In order to create content that is sure to delight, engage and inform, the Allstate team conducts social listening and research to determine online trends, e-newsletter readership trends and insights and category expertise along its three areas of focus: home, auto and life & retirement. The final lineup is tailored to Allstate’s core audience with stories that are pertinent to the average customer age/lifestyle, seasonally appropriate and socially relevant.

Contributors:

TIME INC.

Location: USA