Adds Phyllis Silverstein, the company’s media director,
“For the longest time, we only had the benefit of DRTV,
which was two-pronged — driving response and creating
brand awareness. But it’s ultimately about who takes action.
The marketing assets that generate response also create that
overarching brand. Now, we almost don’t have to call out
our URL anymore — people just go there. They watch TV,
With more than 60 years of history — and a long track
record of using direct response TV advertising to drive pros-
pects — Colonial Penn was one of the first insurers to offer
a guaranteed acceptance life insurance plan to those age 50
and older, beginning in 1968. Its current TV campaign —
which, as Silverstein and Leonard noted, serves as both a
direct response and branding effort — features by Jeopardy!
host Alex Trebek in a series of one- and two-minute spots.
The company has expanded its performance marketing efforts in recent years, however, as more of its targeted
prospect base has grown web-savvy. Direct mail follow-up
to TV-driven leads — once the pillar of Colonial Penn’s
retargeting efforts — has transitioned to a digital-based remarketing plan, where direct mail plays a support role.
It’s all part of an evolution that’s seen Silverstein and
www.responsemagazine.com RESPONSE JUNE 2018 19