ICW Group Launches Latest Marketing System for its Personnel

ICW Group | June 10, 2021

A lead-generating direct marketing system has been conceived by ICW Group to assist its personnel to grow their business.

LeadGen OnDemand gives agents a marketing campaign system, complete with emails, printed postcards and brochures that can be effectively co-branded and custom-made to fulfil an agent’s prospecting needs. Making it a stride further, ICW Group is engrossing the expense and paying for printing, postage, mailing, and campaign tracking expenses for its appointed agents.

"The requirement for our representative accomplices to interface with new business prospects has been compounded during COVID-19 when conventional marketing channels, for example, as trade shows and networking events have been diminished," said Kristin Guthrie, SVP Enterprise Customer Experience. “A key tenet of ICW Group’s agent partnership is to help grow their business and we accept this new marketing system does exactly that, during COVID-19 as well as all the way into future."
Guthrie adds that LeadGen OnDemand is already gaining traction in the short time the tool has been available, particularly with the opportunity to utilize direct mail to reach new prospects.

Year to date ICW Group agents have circulated more than 100,000 direct mail pieces through the tool. According to the Data and Marketing Association, 90 percent of direct mail gets opened compared to 20-30 percent of emails, and 42 percent of direct mail gets read or scanned. An important target for ICW Group agents is Millennials, the fastest-growing segment of small business owners. Research recommends 30 percent of Millennials say direct mail is more effective in getting them to take action, further supporting the need to combine online and offline marketing strategies to connect with new prospects.

“We surveyed our agents and 77 percent specified that having this type of marketing tool would move the needle for them and it’s paying off,” says Guthrie. “Agents have shared LeadGen OnDemand is already helping them. The tool permits ICW Group to shape meaningful relationships with our agents by providing a value-add service, and it helps them to target their prospects in effective ways while saving time and money. It’s a win-win.”

Work comp agents can learn more about LeadGen OnDemand at the company’s Agent Resource Center. Agents looking to get appointed with ICW Group can learn about the process at ICW Group’s Join Us website.

Know More about ICW Group

Based in San Diego, ICW Group Insurance Companies is the largest privately-held insurance company domiciled in California. Quoting more than $3 billion annually, ICW Group represents a group of Workers’ Compensation, Assumed Reinsurance and Catastrophe insurance carriers, including Insurance Company of the West and Explorer Insurance Company. ICW Group is recognized nationally as an industry leader in helping policyholders achieve fewer and less costly claims while elevating the trusted agents who advise them


Social media have had profound impacts on the modern world. Facebook, which remains by far the largest social media company, has 2.3 billion monthly active users worldwide (Facebook 2018). As of 2016, the average user was spending 50 minutes per day on Facebook and its sister platforms Instagram and Messenger (Facebook 2016). There may be no technology since television that has so dramatically reshaped the way people get information and spend their time.

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