Magazine article American Banker

New Marketing Chief Brings Banking Savvy to Coverdell

Magazine article American Banker

New Marketing Chief Brings Banking Savvy to Coverdell

Article excerpt

With Julie A. Kauffman joining Coverdell & Co. as marketing chief, the insurance marketing firm is gearing up to make a more aggressive push into banks.

Ms. Kauffman, who started last month as a vice president at the Atlanta-based company, brings experience in both banking and insurance marketing - just the kind of expertise the company is looking for.

Most recently, she worked for Monumental General Insurance Group, Baltimore, marketing supplemental insurance products to the company's bank and credit union customers.

But she spent most of her professional life working in banks in a variety of marketing roles, with an emphasis on credit card marketing.

Coverdell already markets insurance products through 100 banks, including 25 of the nation's 100 largest banks in terms of assets. With its new marketing chief in place, the company is aiming to add banks to its client roster.

The 31-year-old insurance marketing firm has focused on using direct mail to market its insurance products through banks. The company is now trying to expand its efforts to market credit cards to banks' customers.

To that end, Ms. Kauffman now plans to tap her experience in developing client lists for Citicorp's credit card marketing efforts and overseeing its directmail card campaigns in order to market Coverdell's affinity cards.

Her primary focus, however, will be on Coverdell's insurance marketing efforts. Indeed, Ms. Kauffman arrived at Coverdell just in time to reinforce its aggressive move into the retail insurance market.

The company recently introduced a so-called life-cycle program, which it is marketing to its bank clients. …

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