Markman Group: Adapting and leading in dynamic times

Markman is a national sales and marketing organization in the financial services industry. Their specialty is marketing financial products to retirees, specifically a broad spectrum of health insurance, income assurance, and wealth protection financial products. Their management team is considered to be one of the most well-respected innovators in their industry among insurance services peers. New dynamics and a changed environment since the turn of the 21st century are fueling Markman's re-positioning and restatement of mission to serve the needs of current and upcoming retirees.

The following projects have been completed or are in process:

Branding/marketing strategy consulting. Basic premises and concepts were developed and crystallized in conjunction with the Chief Marketing Officer/President. These building blocks serve as the communications platform for which many marketing projects spin off.

New website www.markmangroup.com. Concept Elemental served as architect and lead project manager: site organization, content, design and art direction, interactivity, and other related oversight functions. Two other new sites, one related to endorsed-group markets and a consumer education site, support Markman's integrated marketing approach and sales systems.

Strategic public relations. Projects work together to create the credibility needed in the industry; media outlets contacted when needed. Most of the public relations efforts are focused within the industry. More non-industry PR will be rolled out according to timetables and goals.

Marketing and communications projects that support branding and marketing strategy:

The State of Retirement in the 21^st Century: New Priorities for an Emerging American Majority. A white paper which was commissioned to educate professionals about the changing environment for retirees. Used in Markman professional development schools. View the white paper.

Planning for Longevity: A Modern Retirement Guide. A 16-page guide for consumer education about health care and financial issues in retirement. Performed all research, analysis, writing, and design coordination for publication. Download sample pages.

Paying for Health Care in Retirement: A Modern Guide to Health Care Planning. A first-of-its-kind, comprehensive guide for consumers and professionals about financing health care and services delivery options in retirement. Performed all research, analysis, writing, and design direction for publication. Download sample pages.

Internal corporate publications:

• A Joint Venture Marketing Plan. A 16-page plan with management profiles, market discussions, marketing strategy, and financials was created to generate interest from a Fortune 500 financial services firm as a capital partner.

• Regional Vice Presidents Marketing Plan. A marketing plan offered to top producers around the country to be part of Markman's network.

• Various presentations to executive and professional groups.