Travelers Insurance found that its existing One2One program, which enables independent agents to customize their own direct mail marketing campaigns, was being underutilized. SMM created an ECHO Award-winning campaign that moved system utilization up 140% and led to a 206% increase in new customer acquisition mailings. But we didn’t stop there. The increased usage set in motion a “creative refresh” of the program. This began with a series of focus groups that examined consumer preferences for direct market materials, followed by multiple test mailings across 30 U.S. markets. Our work led to the revamping of the entire One2One program.