Case study:
Experiential Marketing

Elevating the Broker Engagement experience

Background
Beginning in 2023, Distribution was reorganized into six distinct markets to better support the broker community and address regional needs. In 2024, Marketing launched an experiential program designed to strengthen local presence through bespoke events tailored to each market. Looking ahead to 2025, the program will be refined based on both quantitative data and qualitative feedback to enhance its effectiveness and impact.

Solution
My approach targeted key segments to drive meaningful results by tailoring experiences to their unique needs and potential. For our Friends of Equitable, we focus on celebrating existing relationships by leveraging the presence of trusted “influencers” to nurture engagement, drive persistency, and support renewals. For the High Potential segment, we aimed to deepen connections and expand our current relationships through more personalized, motivating interactions with our team. Finally, for Door Openers, we use this unique experiential platform to educate prospects, spark new relationships, and showcase what sets Equitable apart.

Year
2024

Client
Equitable

A Nationwide Rollout

6

Targeted events across the country
104

Total number of broker attendees
45

Event evaluations completed
100%

Rated the event as 'Excellent/Very good'

HOUSTON

Le Jardinier
CHICAGO

Gibsons
KANSAS CITY

Lidia’s
SAN FRAN

The Progress
NY/CT

Petite Boucherie
TAMPA

Mise en Place

“l appreciated there was a focus on conversation and networking. Jaimee Gordesky was absolutely wonderful. We really enjoyed getting to spend time with her! FANTASTIC event!!!”

- San Francisco attendee
“It was small enough to get to talk with everyone. The location was fabulous. It was great to meet those I don't normally work with on a daily basis.”

- Atlanta attendee
“Personal people trying to do something new. Really enjoyed the personal touch and would certainly do it again. Thanks!”

- Dallas attendee