Using Media Relations to Launch New Products

Sherman Think Tank created a coordinated media relations strategy to launch a series of new products for Everest Specialty Underwriters, LLC including a new Excess Side A Directors & Officers (D&O) policy and a new Asset Management Professional Liability policy. Both new product introductions utilized press releases to the insurance and relevant trades as well as email blasts to existing and prospective clients. Results included extensive coverage in the insurance trades and immediate response from editors for interviews and generated a number of calls from clients and prospective clients for more information.

The Excess Side A introduction featured the offer of a flash drive including an annotated policy showing the differences between the Everest policy and its competitors' policies, a fact sheet on the new product, a special draft of a claims article demonstrating the importance of having experienced D&O claims people handling your claims. The materials were designed by Guven Design

In addition, Sherman Think Tank pitched an article drafted by one of the ESU vice presidents – Do Side A D&O Policies Still Have Value – to the insurance trades, which was published during the annual PLUS (Professional Liability Underwriter’s Society Annual Meeting) by Advisen and National Underwriter.