Andrew Martin - Digital Work Examples

Thank You!

Thank you for taking the time to interview me, I truly appreciate the opportunity!
Included in this document are some interesting projects I have worked on in recent past. Projects range from digital
newsletters and emails, to digital recruitment campaigns, to app development, to full web redesigns. I wanted to give
you a better sense of the breadth of things I am capable of working on - while at the same time, demonstrating my
ability to strategically plan, initiate, and execute digital marketing campaigns and initiatives.
Please let me know if you need anything else. Thank you for your consideration.

Andrew Martin

[email protected]

513 - 301 - 8913

“A strategic thinker with a passion for learning and analyzing new things to develop a deep understanding of how and why they work. My technical,
design, and creative background, accompanied by my knowledge of Project Management processes allows me to translate information and observations

into meaningful insights and actionable solutions.”

1 Digital Recruitment Campaign Andrew Martin

Overview
Digital Recruitment campaign to drive producer recruitment leads using digital marketing channels (LinkedIn & Google AdWords).

Landing Page Campaign Details

Objectives:
• Increase overall number of online
leads generated by marketing
• Measure responsiveness of each
digital channel using benchmark
engagement metrics
• Gain insights to quality of online
leads generated
• Measure the number of qualified
leads received from responses

Role:
• Collaborate with CoE team
members and BU on campaign
strategy based on BU objectives
• Manage design and creative for
develop of LPs, and emails
• Manage cross functional teams and
overall campaign and to ensure timely
delivery, and adherence to BU goals

Additional Campaign screenshots

Digital Recruitment Campaign continued… Andrew Martin

Digital Recruitment campaign to drive producer recruitment leads using digital marketing channels (LinkedIn & Google AdWords).

Email Metrics

Thank You Metrics (4/3/17 – 5/12/17)

LI Ads
42, 538 Impressions
.51% CTR

LI Landing Page
208 Unique Views
12 Unique Clicks/Conversions

Google Ads
33, 087Impressions
.09% CTR

Google Landing Page
158 Unique Views
4 Unique Clicks/Conversions

2 Digital Newsletter Andrew Martin

Overview Campaign Details
Bi-weekly digital newsletter sent to current CLIC Producers.
Objectives:
• Keep current producers engaged
and informed
• Provide current producers with:

• News
• Tools
• Marketing materials
• Podcasts
• Product developments
• Industry trends

Role:
• Collaborate with BU on upfront
campaign strategy based on BU
objectives and producer needs
• Manage design and creative for
develop of assets and email
• Manage CoE Design team to
ensure timely delivery, and
adherence to BU

BU owns metrics

3 Extranet Site Redesign https://agency.columbuslife.com Andrew Martin

Overview
The purpose of this site redesign was to update code framework, enhance UX, UI, and design elements, update security concerns and make mobile optimized.

Project Details

Objectives:
• Update Code Framework
• Update security of policy pages
• Enhance:

• UX
• UI
• Design
• Mobile

Role:
Led this project of multiple cross
functional teams (CoE, designers, IT,
InfoSec, BU, Compliance, Legal) to
completely re-design the Columbus
Life Extranet. Requirements included
updating UX, UI, design elements,
pending business, and mobile
optimizing.

4 Site design - MyLifeApp https://mylifeapp.com/ Andrew Martin

Overview
User friendly, mobile optimized site designed to make getting an insurance quote quick and easy with no pressure. Easily scalable to rebrand for institutional partnerships.

Project Details

Objectives:
• Create a mobile optimized website
to present needs analysis calculators
and multiple carrier life insurance
quotes
• Increase the volume of life
insurance applications within IPS
• Site should be able to easily
onboard and accommodate
partnerships with other financial
institutions
• The site would integrate with
iPipeline to complete quotes
• Should be easily re-brandable and
scalable for institutional partnerships

Role:
• Collaborated in upfront strategic
development
• Managed design, development,
and testing

5 Cris Collinsworth Lead Generation Campaign Andrew Martin

Overview Campaign Details
The purpose of this campaign was to drive recruitment leads using digital marketing and Lead gen channels.
Objectives:
• Increase overall number of online
leads generated by marketing
• Measure responsiveness of each
digital channel using benchmark
engagement metrics
• Gain insights to quality of online
leads generated
• Measure the number of qualified
leads received from responses

Role:
• Collaborate with CoE team
members and BU on campaign
strategy based on BU objectives
• Manage design and creative for
develop of LPs, and emails
• Manage cross functional teams
and overall campaign and to ensure
timely delivery, and adherence to BU
goals

6 Site Mobilization http://www.wsfinancialpartners.com Andrew Martin

Overview

As of 2016, WSFP site was not mobile optimized. I led this project to mobile optimize the site, as well as making sure mobile design and content re-translated back to
desktop. Required UX, UI, design, and IT development.

Project Details

Objectives:
• Ensure site is mobile optimized
• Retrofit content layout so that it
fits mobile and desktop
• Upgrade and hone UX
• Re-Skin to make more current

Role:
• Consulted with BU on strategic
objectives and design
• Managed the design and
development of cross functional
project teams to ensure timely
delivery, and adherence to BU goals,
scope, and strategy.

7 Tax Apps Andrew Martin

Overview

Managed design, development, and promotion of a dual year toggle functionality for WSFGD, and a single year implementation for TSI. Includes Easy-to-reference
tables for income tax brackets; AMT exemption amounts; estate tax rates and exclusions; and IRA and pension plan limits as well as Convenient, quick
calculations of RMDs, marginal tax rates and estate tax liabilities.

Project Details

Objectives:
• Easy-to-reference tables for
income tax brackets etc
• Implement a user friendly dual
year (2016/2017) toggle capability
for WSFGD
• Create a value add for WSFGD
financial reps (and all users for that
matter)

Role:
• Collaborated on strategy for dual
year toggle capability
• Managed multiple cross functional
teams during UX, design,
development, and testing
• Managed strategy and creative
direction for App ads
• Ensured IT’s proper upload to App
Stores (Google, Apple, Amazon)

Apple
https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=609858082&mt=8
Android
https://play.google.com/store/apps/details?id=com.columbuslife.taxguide
Amazon
https://www.amazon.com/Columbus-Life-Insurance-Company-Guide/dp/B00BJ783UW/

8 Digital IUL Campaign Andrew Martin

Overview
Drive measureable product awareness and potential recruitment leads using digital marketing channels (LinkedIn & GMail advertising) through the fourth quarter.

Landing Page Campaign Details

Objectives:
• Determine specific IUL product
benefits that resonate with potential
producers. Leverage data in future
campaigns.
• Measure responsiveness of each
digital channel using benchmark
engagement metrics.
• Drive highly targeted leads to
recruiting who are interested in IUL.
• Increase number of online leads
generated by marketing.

Role:
• Collaborate with CoE team
members and BU on campaign
strategy based on BU objectives
• Manage design and creative for
develop of LPs, and emails
• Manage cross functional teams
and overall campaign and to ensure
timely delivery, and adherence to BU
goals

Additional Campaign screenshots

9 W&S Enterprise Journey Mapping Andrew Martin

Overview

Collaborate with BU’s, UX, and M&D CoE stakeholders to discuss, document, and develop current end to end customer journey’s for each BU enterprise wide.
This will aid in more efficient omni-channel processes, including our enterprise website redesign. Below is a detailed journey map.

Detailed Journey Map Campaign Details

Objectives:
• Document all current interactions
with our customers from any touch
point
• Leverage findings to create user
journeys and develop a better e2e
omni-channel experience

Role:
• Collaborate with AVP, Experience
Strategy, BU’s, and UX Architecture
to understand and document
customers’ experiences throughout
the full cycle of interactions with all
of our BU’s
• Participated in Journey Workshops
to determine e2e touch
points/processes
• Leverage findings to create user
journeys and develop a better e2e
omni-channel experience

W&S Enterprise Journey Mapping continued… Andrew Martin

Overview Campaign Details
Below is a high level journey map.
Objectives:
High Level Journey Map • Document all current interactions
with our customers from any touch
point
• Leverage findings to create user
journeys and develop a better e2e
omni-channel experience

Role:
• Collaborate with AVP, Experience
Strategy, BU’s, and UX Architecture
to understand and document
customers’ experiences throughout
the full cycle of interactions with all
of our BU’s
• Participated in Journey Workshops
to determine e2e touch
points/processes
• Leverage findings to create user
journeys and develop a better e2e
omni-channel experience

10 LPL Conference Event – Interactive Digital Info Andrew Martin

Overview

LPL is the nations largest Independent Broker Dealer, and hosts an annual conference for Financial Professionals. The WSFGD BU wanted an interactive App to
provide conference patrons more information as well as provide lead gen capability. Due to budget, resource, timing, and Wi-Fi constraints, we proposed an
interactive PDF that has the same capability as an app, but can be hosted natively on the user’s device

Campaign Details

Objectives:
• Provide the user with a simple
user friendly solution to find out
more information about WSFGD and
our products
• Provide a quick but informative
overview of our products and
services
• Needs to be Wi-Fi friendly

Role:
• Brainstorm with BU and designers
on ways to meet the end goal but
considers all our constraints
• Manage research, design,
development, and testing
• Coordinate with BU and IT/CoE on
ensuring asset is natively hosted and
performing as intended

Thank You!

Andrew Martin

[email protected]

513 - 301 - 8913

“A strategic thinker with a passion for learning and analyzing new things to develop a deep understanding of how and why they work. My technical,
design, and creative background, accompanied by my knowledge of Project Management processes allows me to translate information and observations

into meaningful insights and actionable solutions.”