How New York Life Is Wooing 'Maturing Millennials': My Q&A With Kelli Parsons

A couple of years after New York Life kicked off its "Keep Good Going" campaign, the 171-year-old mutuality is dominating social media, boasting Facebook and Twitter followings that are among the industry's largest. I caught up with Kelli Parsons, SVP and Chief Communications & Marketing Officer, who is at the forefront of a new push to specifically engage "maturing millennials" – a term coined by Parsons herself – with a planned campaign across all areas of traditional and social media. The objective: Maintain New York Life’s current core audience of Baby Boomers and Gen Xers, while styling communication that engages this key demographic.

from Forbes - Leadership http://ift.tt/25egtRZ