As the Senior Content Strategist for Brighter Collective, I coordinated content strategy and UX for a number of successful projects for State Farm, one of the largest U.S. insurance providers.


Connecting Agents with Local Events

In order to help agents engage with the communities they work in and generate new leads, State Farm sponsors a number of local events for agents to participate in. To provide a more streamlined, user-friendly way for administrators to upload new event info and agents to find events in their area, we built a fully responsive portal that successfully served the complex needs of both user groups. As both the content strategist and user experience lead, I worked collaboratively with technology and design stakeholders to understand real-life use cases, define requirements, and work with the client to create a solution that saved time and increased participation from local agents.


Increasing Engagement and Leads

As one of the largest providers of insurance and financial services, State Farm is always looking for ways to improve customer engagement and generate new leads. To help them achieve those goals, we concieved of and built a consumer-facing promotional portal where they could create and manage sponsored ticket giveaways and event promotions from their local entertainment partners, including the Dodgers, Chargers, Chivas, 49’rs, Gibson Theatre and Six Flags. In addition to directing the content strategy and creating engaging content for individual promotion pages, I wrote radio scripts for two different promo advertisements that were featured on Pandora streaming radio. Through consistent optimization and improvement we were able to decrease State Farm’s cost-per-inquiry and cost-per-lead.