Nease, Lagana, Eden & Culley (NLEC) is arguably the top Life Insurance firm in the South East servicing high-net worth individuals, families and businesses. NLEC engaged Play to conduct market research, develop messaging, revise the NLEC brand and create a new website and email marketing platform. Walt Helms of NLEC said, "the research and insights alone was worth the engagement."

Upon conducting focus groups, Play began to realize early on that NLEC should maintain and emphasize its unique positioning in the marketplace. This thought, along with refreshing the brand and leveraging digital outlets, seemed the right mix in executing a sound communications strategy.


Above you will see the business card suite. Additional elements included Letterhead & Envelope, Notecards, Presentation Templates, eSignature and Brand Style Guide, Additionally, we revamped the NLEC logo and look to be more modern and approachable.

Above showcases the new responsive website which works seamlessly across all screen sizes. The NLEC website emphasizes services, people and insights/articles. This content is based on what was heard during the research/focus group phase. Because the site was optimized for organic search, we have seen 45% of users coming to the site from Google or Bling!

Above showcases the Resource section of the site, which acts as a searchable media page containing relevant, engaging content. This content is designed to inform current and future users around products, services and industry trends. Also noted is the NLEC Advantage information page and how it appears on a mobile phone.

Recent email marketing blasts shown above were created and published via Mailchimp. Open rates have exceeded industry standards by over 50%. This email allows NLEC to connect with current and potential clients in a passive way, setting a solid foundation in overall communications.