While working in a team I created a new marketing plan for a medical liability insurance company in Arizona.

This mutual insurance company has been established in the insurance industry for decades. They are a very well trusted company with many long term clients obtained the “old-fashioned way”. By being founded by doctors, they are unique in their industry, being very aware of their clients’ challenges. They’ve been in their same shoes and can therefore offer a unique perspective on any difficulties their clients may face. In my Spring 2021 graphic design brand experience course at Bradley University, we were connected with a marketing company that would soon be working with MICA on a digital marketing rebrand. We were then given the opportunity to come up with our own ideas for this new change in a team environment.

While their website and marketing materials were full of relevant information, they lacked many personal touches as well as modern design styles. It became obvious that they hadn’t done many rebranding projects since they began in 1976. With these old-fashioned marketing materials via mail or word of mouth, MICA’s clientele was not expanding to younger medical professionals. Their website lacked personal touches and felt rather clinical, forgetting to reach human beings rather than faceless clinics and doctors. MICA had good bones but needed to reinvent themselves to stay relevant in the modern world.

I worked alongside two graphic design majors in this project and was the only team member familiar with UX design principles. I adopted the role of leader and distributed tasks to each of my other team mates based on what each member was comfortable with. I redesigned the website, came up with an article concept, and designed Google advertisements. 

This project was completed in May of 2021 for a graphic design course.

Adobe Illustrator

Google Slides

Adobe XD

My team knew it was important to redesign the website and use a more modern internet presence, including social media and online advertisements. We split up each of our ideas between the three of us. My job was to update the website and facilitate the creation of online advertising. Another teammate took on the social media aspect, including YouTube, Facebook, and Twitter, and my other teammate worked on email marketing, logos, and direct mail or conventional marketing. 

In redesigning the website I knew it was very important to be personable while also establishing MICA as the thought leader of the industry. I recognized the best way to portray this was through the Storybrand design system. With the client being viewed as the hero of their own story and MICA as the guide, clients are more likely to be interested in what MICA has to offer.

After some research I knew one way that would be a great way to show MICA as a thought leader was through the inclusion of articles. Employees of the company would write articles about difficulties such as dealing with tough patients and how to avoid a malpractice lawsuit. This concept was continued with YouTube videos on similar topics presented by a real-life person. We also knew having a strong social media presence was necessary in today’s modern world so we used a new color scheme and logo to revamp their social media and give them more content to put out.

After doing some research on Google ads I designed digital advertisements in the most common sizes and put them in place on common sites the ideal client would frequent. The ads would use similar language as the new Storybrand website and overall draw in more modern clientele. My other teammate designed some mail out advertisements as well as advertisements for Spotify and over email. With these new marketing strategies and a total redesign, we were confident that newer doctors would be interested in this industry leader. Throughout this project, my team and I used Adobe XD and Illustrator to design the website, social media, and advertisements.

After presenting our ideas to the marketing team with the rest of our peers, we were awarded as the winning team due to the inclusion of the Storybrand website design strategy. The team especially felt that our marketing strategy was the strongest and most effective in this real-world application. I was specifically reached out to with congratulations as they knew I had acted as the leader amongst my group. Overall, I felt very impressed with myself and the rest of my team with the work we did and can’t wait to see what is next for MICA.

• Our team was the winner out of four teams due to our very realistic marketing plan rather than just a few deliverables.

• Our presentation was professional and overall went very well.

• I received a special shout out for taking the helm on the project and was offered any help on future job searches.

• My team could have made some better designs overall as some color choices were hard to read over images.

• One of my team mates was late and not dressed professionally which lowered our team's overall status.

• Personally, I could have been more assertive over my team and be more certain I liked the designs they were submitting.