articles and features
content providers helped populate the site initially,
however I was then contracted to author short articles
and information pieces as well. In addition, I created
a biweekly e-mail newsletter that highlighted new
features, as well as encouraged members to apply for
a free insurance quote via The Hartford. This venue
of promotion was very successful in lead generation
for the client.
I worked to develop a weekly schedule of content,
interactive programs, and sales opportunities that
would be rotated throughout AARPSmallBiz.com. Using
this structured method, we were able to prepare features
for seasonal use, along with capitalizing on calendar
events such as Small Business Month. AARP members
were very receptive to voting in online polls, so
I helped develop questions that were not only beneficial
for other small business owners, but also provided
useful information for The Hartford's marketing department.
I was also tasked with growing and moderating the
online community that populated the website's discussion
forums. For the most part, this involved funneling
feedback to guest authors and providing their responses
to member questions. In addition, because of AARP's
strong stance on protecting the 50-plus age group,
much attention was focused on keeping the community
areas clear of unsolicited commercial advertising.
Both AARP and The Hartford evaluated the success of
this pilot website, and in conclusion, a decision
was made to integrate the services and features offered
into the larger AARP.org structure. The tighter integration
with the organization's flagship Internet destination
has been beneficial for all parties involved.