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In the insurance and financial industries where marketing is regularly ignored, our high-impact marketing gets noticed.

  • Educate Agents, Advisors and Consumers
  • Target, Attain and Retain
  • Deliver Insights and Intelligence

The Lift Factor. Direct marketing provokes
action and drives profitability.

Need a Lift? Check out this week's blog post

The Internet of Things has the potential to revolutionize…

What Makes Us Different?

Niche Is Nice.

We're in your industry. We always have an ear out and our eyes open for what's going on in insurance and financial services— the market, competition, and influencers. It keeps our finger on the pulse to ensure we are always on target. We know the industry, we just need to know about you.

Medium. Well Done.

Our roots are in direct response. Creating impact comes so naturally to us that we developed our own special medium - High-Impact marketing. High Impact promotes engagement at all touch points using dimensional and interactive print in conjunction with enhanced digital experiences. You can now break the boundaries of traditional marketing.

We Play Well With Others.

We are committed to being your marketing partner in whichever way works best for you. We are totally comfortable working with your other agencies, partners and providers as part of your marketing dream team.

Financial Services Solutions

As many as 45% of direct, new, one-off purchasers do not go on to purchase a second time. Source: Wise Research, Ltd.

Less than 50% (of financial service professionals) indicate they have an onboarding program at their institution. Source: BAI Payments Connect survey

With a growing ease of switching, relying on inertia is no longer an option to keep customers tied in. Source: Wise Research, Ltd.

Click Here to Learn More

Insurance Solutions

35 million households are underinsured or uninsured. Source: LIMRA

Less than 50% (of financial service professionals) indicate they have an onboarding program at their institution. Source: BAI Payments Connect survey

With a growing ease of switching, relying on inertia is no longer an option to keep customers tied in. Source: Wise Research, Ltd.

Click Here to Learn More


As marketing and markets evolved, so have we. Our roots are as a direct response shop. The Lift Factor's parent company, Structural Graphics, is a dimensional mail company with 35 years of experience working with the Who's Who of marketers. Recognizing a unique need and built on our success in the financial services sector, The Lift Factor was established with the sole purpose of designing on-point campaigns for this industry. The bottom line is we are a full-service communications firm with a breadth and depth of experience and services to create impactful communications strategies that LIFT your bottom line.
The Lift Factor Bios: The Heavylifters

Kevin Gilligan

Heavy Lifter/Sales and Marketing

Kevin has over 24 years of experience in direct marketing, most working with insurance and financial service customers. When not performing heavy lifting responsibilities Kevin enjoys cooking (ask him about his signature dish: veal scaloppini with an apple brandy sauce), traveling New England with his son Austin’s hockey team and watching his daughter Mackenzie jump horses.

Cooking, entertaining, traveling, The NY Giants
Favorite Spot:
Truro Mass on Cape Cod watching sunsets at the bay.
Favorite Marketing Moment:
Mayhem – I like that this Insurance Campaign brings an emotional connection to the product and showcases the value you get from their company. It also stands out amongst all of the cost saving ads.

Michael Dambra

Heavy Lifter/Creative

The Lift Factor launched during Michaels’ 35th year in advertising. With half of those having been spent at our parent company Structural Graphics, Michael has worn many hats. He has served as art director, copywriter, account manager, marketing director, sales manager, creative supervisor and now Heavy Lifter, Creative. Having done advertising from many angles, Michael brings the knowledge and experience of each to the forefront for our clients at TLF.

The Gaslight Anthem, Pizza, Wilco, Roller Coasters, Malbec, Yankees, Convertibles, Blue Moon, Bob Schneider, Spacebags, Elevation
Favorite Spot:
Tuscany, Italy
Favorite Marketing Moment:
I love how The Grateful Dead built a tremendously successful brand by encouraging and facilitating the theft and underground distribution of their music.

Heather Ertel

Heavy Lifter/Strategy

Having spent 16 years in advertising working on both the agency and client side, Heather has an insider’s understanding of the client perspective. With a career focus on financial services, she has worked on campaigns for Travelers Insurance, Citigroup, and MassMutual and successfully managed the creative, web, and media buying for the Amica Insurance multi-media direct response campaign for three years. She brings a thoughtful and strategic approach to each client and a dedication to exceeding client expectations.

The NY Times, 90’s alt-rock, anglophilia, cooking Chopped-basket style, California reds, my pup
Favorite Spot:
Anywhere in California
Favorite Marketing Moment:
Helping build the Citi brand with the legendary Pentagram back in the late 90’s.

Arlene Cohen

Heavy Lifter/Project Management

Arlene has extensive experience in print, packaging and direct mail. She enjoys the opportunities and challenges of meeting client needs and expectations. Arlene is The Lift Factor through and through, from lifting her kayak onto her car to holding up a project with multiple milestones, she welcomes and enjoys the challenges of each project.

Erin Fudge Smith

Heavy Lifter/Creative
Erin brings a sophisticated sense of design, a passion for quality and a unique energy to TLF. Having spent the better part of a decade enhancing print and packaging at agencies in and around Connecticut, Erin’s style is smart, thoughtful and strong. She consistently produces visually creative executions that address marketing challenges with spot-on strategic solutions. Erin has a down-to-earth, light hearted personality which will have you doing a double-take when you witness her infectiously boisterous laugh. Seriously, don’t get her laughing. Likes:
books, antiques, photography, design, english gardens, sauvignon blanc, my son’s laughter, singer-songwriters and old movies
Favorite Spot:
a sandy beach with crashing waves
Favorite Marketing Moment:
Apple’s “Think Different” Campaign

Nick Loeser

Heavy Lifter/Digital

Since graduating from Marist College in 2001, Nick has worked in database marketing and analytics. He brings experience in digital marketing and ecommerce, having founded and sold two successful online businesses. Fluent in several database and business intelligence applications, Nick applies his knowledge to help clients gain deep insights into their marketing campaigns. He lives with his wife Faith, and children Julia and Nathan in upstate New York.

My daughter’s expressions, Jimmy Buffett, Chinese Food, Sushi, Mad Men, The Office
Favorites Spot:
On the balcony of a cruise ship
Favorite Marketing Moment:
E-Trade Baby commercials – brilliant!

Jerry Lesko

Heavy Lifter/Analytics & Insights
Jerry is an analytics consultant with 20 years of experience working with organizations in all stages of development – Startups, Rapid Growth, and Mature. His corporate background includes enterprise account sales, product management, advertising, and senior database marketing management roles in Business-to-Business and Business-to-Consumer Industries. His innovative approach embraces fluidity in the core disciplines of analytics, strategic planning, & operations. Likes:
Family time, Outdoor Sports & Activities, Traveling, Reading, Photography
Favorite Spot:
Aspen, CO offers nice variety of skiing options, retail & dining experiences, and people watching.
Favorite Marketing Moment:
Big fan of GE brand advertising—from them sponsoring the Rudolph the Red Nose Reindeer TV Christmas special to GE Healthcare employees meeting grateful cancer survivors who used their early detection scanning equipment during a plant tour to the latest TV ads emphasizing how their latest technology utilizes data.

The Heavylifters

  • Kevin Gilligan
  • Michael Dambra
  • Heather Ertel
  • Arlene Cohen
  • Erin Fudge Smith
  • Nick Loeser
  • Jerry Lesko

How Can We Help

Contact The Lift Factor

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The Lift Factor

38 Plains Road

Essex, CT 06426

Toll-free 1-855-647-5438




We Deliver Elevated Insight.

Everything we do starts with a deep dive: audience behavior and motivations, market data on competitors, detailed analysis of your goals and opportunities, what's worked, what hasn't and why… The point is we don't do anything without first getting a roadmap. Intelligence and key insights inform business centric, sound marketing solutions to LIFT your bottom line.



Some wins awards, ours wins business.

It's only creative if it works. Our effective digital design can bring your message to life and create an emotional connection to your brand. Off-line we design high-impact print executions to create that same emotional connection giving you a consistent branding experience across multiple platforms.

Digital Solutions

Digital Solutions

We're User Experienced.

User experience says as much about your brand as copy and design. With that in mind we develop engaging online solutions, with insightful measurement at their foundation.

  • Open a Dialogue: Micro-sites, e-learning and mobile apps
  • Incent Loyalty and Action: Sweepstakes, gaming and social
  • Drive Traffic: Webkeys, QR codes, and personalization

Analytics & Insights

Analytics & Insights

Launch. Learn. Refine.

We design outbound marketing to boomerang back with data. Our real-time analytics dashboard provides visibility into each aspect of your campaign. After measuring effectiveness, we apply our experience within your segment with skilled analytics to improve your marketing results.

Full Capabilities

Strategic Marketing Services

  • Strategic Planning
  • Industry Intelligence
  • Competitive Positioning
  • Audience Definition
  • Audience and Channel Segmentation
  • Campaign/Program Development


  • Creative Direction/Design
  • Copywriting
  • Structural Design
  • Print Production


  • Campaign Landing Pages
  • Email Marketing
  • eLearning/eSales Sites
  • pURLs
  • Contests

Analytics and Insights

  • Web Usability
  • Segmentation
  • Dashboard Analytics
  • Landing Page/Campaign Reporting
  • Content Strategy
  • Landing Page Optimization

Program Development:

  • Channel Programs
  • Retention Programs
  • Lead Generation
  • Lead Scoring/Lead Nurturing
  • Segmentation and Personalization Programs
  • Referral Programs
  • Product Launch/Re-launch
  • Sales On-boarding/Education
  • Customer Engagement Programs
  • Online Lead Generation
  • Loyalty Programs
  • Contests/Sweepstakes
  • Marketing Database Development/Management
  • Trade Show Traffic
  • Web to Lead Conversion Programs

Lift Factor


Whether you're looking to acquire new clients, optimize existing, converting clients into advocates, or doing the same for your business channel, The Lift Factor elevates your marketing to new heights. Click the icons to learn more.

Lift Factor


We bring market intelligence and actual experience of what's worked, what hasn't and why. Add that to your existing strategy and experience The Lift Factor.

How to Lift Effectively.

Maintain proper form and you too can LIFT effectively. We're here to help you avoid those hurried, reactionary marketing moves and keep you moving in the right direction- onward and upward!


View the Work View case study

In this brand awareness campaign, The Lift Factor promoted EIA’s unique position in the education community. The messaging highlighted EIA’s expertise of education professionals’ insurance needs delivered in a campaign consisting of a personalized postcard with a sweepstakes invitation driven by a pURL and QR code.


View the Work

Effectively promoting Cigna’s Defined Contribution offering required educating their brokers and equipping them with effective teaching tools to engage small business owners to learn about this very new product. This 5-tier campaign used high-impact dimensional solutions and a personalized landing page for online engagement and recruitment.


View the Work

TLF worked with Aflac®’s agency to develop a lead generation campaign targeting human resources executives with the message that Aflac offers unique supplemental insurance plans. Unique Mailers and leave behinds included fun premium items to keep Aflac top of mind with HR when making insurance decisions.

American Express

View the Work

TLF worked with American Express® marketing, production and agencies to develop dimensional designs used for credit card acquisition mailings to high-value prospects. With a target audience bombarded with competitive offers, the challenge was to stand out and get noticed. Our designs became the control package, increasing response rates by 165% and exceeding the ROI of their lower cost in-line control packages.

Anthem Blue Cross Blue Shield

View the Work

Anthem launched a site designed to educate employers and brokers on health care reform. Their challenge was to get them to visit the new website. The Lift Factor conceptualized and designed dynamic direct mail pieces resulting in a 60% increase in web traffic. Anthem also experienced a spike in return visits indicating employers and brokers continue to use this site as a resource.

Bank of America / Merrill Lynch

View the Work

Bank of America® used TLF-designed interactive and engaging communication pieces to target business owners, cross-sell additional products and services to existing customers, and generate new leads for their financial advisors. The various pieces combined movement with graphics and presented the message in an organized way that was easy to understand and remember.

Capital One

View the Work

For Capital One™ we developed a unique, memorable handout for the Capital One Bowl in Orlando. Using our Extendo® design, the piece is a paper replica of the infamous fan foam finger. As such it could be waived by fans in the stands, and also invited people to customize their own Capital One card after the game.


View the Work

Chase wanted member kits for credit card loyalty programs and new card acquisition campaigns targeted to high-value customers and prospects. These TLF pieces were designed to stand out in the mailbox and make the recipient feel that they were receiving something of value. The designs effectively communicated how important these customers and prospects are to Chase.

Credit Card Campaign

View case study

Being customer loyalty experts with industry-leading rewards programs and platforms, this company is recognized as one of the leading credit card companies in the world. View the case study to read more.


View case study

TLF developed a cross-media campaign targeted at hard to reach C-level executives. The pieces whose dynamic call to action invited people to a webinar and in-person meeting generated an astounding 3000% ROITLF provided concepts, creative and structural design.


View the Work

To educate independent advisors on the benefits of joining the Fidelity® team, TLF provided multiple visual and dimensional designs including one utilizing full motion video and web key technology. The fully integrated video educated the advisors on Fidelity’s product offering, commission rates and support tools. Web keys allowed them to track response rates, web site activities and user preferences.


View the Work

TLF conceptualized, designed and produced a lead generation and brand awareness campaign for a new division of Hanover Insurance, targeted at teachers in Massachusetts. The campaign included two waves of high-impact direct mail, and an interactive online sweepstakes game and banner ads, all designed to increase website traffic. Results were 700% higher than previous marketing efforts.

John Hancock

View the Work

TLF worked with John Hancock’s® creative agency to come up with the right print mechanism to successfully illustrate how large cap stocks give clients a powerful advantage in a slowing economy. With the headline “Large is the new small” the self-mailer opened to reveal a great dane towering over a chihuahua. It was a fun and impactful way to announce the John Hancock fund offering.

Integrated Insurance Campaign

View case study

For over 200 years, this insurance company has been a leading provider of auto, home and life insurance, employee and group benefits, and investments. View the case study to read more about the campaign.


View the Work

Educating advisors and providing them with tools to use with their customers is a top priority for MetLife®’s Annuity marketing group. TLF created an iPad app for wholesalers to use with their advisor clients, and a digital brochure with interactive case studies for starting the conversation with clients about this investment product. We tracked user behavior and recommended changes to make the site more engaging, user friendly, and effective.


View the Work

Nationwide launched a new web site to educate their corporate customers on the retirement tools available to them. TLF designed a 2-wave campaign that included moving panels to grab the reader’s attention and a web key to drive customers online.

Protective Life

View the Work

Together with Protective Life’s internal marketing and design teams, TLF created a dimensional mailer that delivered a promotional item to their agents in an engaging way. As you pull a tab on the box the piece reveals a well containing the promo item and delivers the message of lower rates. Dimensional mailers get noticed in the mail and on average generate response rates 200% higher than flat mail.


View the Work

Working with SunAmerica®’s marketing and internal design group, TLF created an ongoing campaign for financial advisors, educating them on features of SunAmerica’s Annuity product. This campaign included impactful direct mail and engaging desktop pieces meant to keep SunAmerica top of mind with advisors when recommending retirement income products.


View the Work

To spread the word to agents about the ease of selling Transamerica® long-term care, TLF used an Extendo® with webkey design. Brokered through InnerWorkings of Anaheim, the piece delivers agents a webkey which when inserted into their computer automatically takes them to an informational page on Transcare II, Transamerica’s long-term care product.


View the Work

USAA® TV ads showing military personnel first in civilian dress and then military gear created an emotional connection to members active in the military. TLF created direct mail that mirrored the TV ad, showing a person in civilian dress that actually changes into military gear. Try that with a #10 envelope!

Wells Fargo

View the Work

TLF concepted and produced a high-impact marketing piece offering an accidental death insurance product co-branded with Ace Insurance. Our challenge was to follow the brand standards for both companies and create a message that was impactful but at the same time treated the topic in a delicate way.

EIA shot
Cigna group

The Lift Factor Clients

  • EIA
  • Cigna
  • Aflac
  • American Express
  • Anthem Blue Cross Blue Shield
  • Bank of America / Merrill Lynch
  • Capital One
  • Chase
  • Credit Card Campaign
  • Experian
  • Fidelity
  • Hanover
  • John Hancock
  • Integrated Insurance Campaign
  • MetLife
  • Nationwide
  • Protective Life
  • SunAmerica
  • Transamerica
  • USAA
  • Wells Fargo