In 2008, a unique partnership established by New York Life Insurance Company’s Chinese Marketing Unit resulted in offering vital in-language material to the Chinese community. Recognizing the limited resources offered to the Chinese community regarding the naturalization process, compounded by the growing concern within the Chinese community regarding the need to obtain accurate information on the process, the Chinese Marketing Unit approached the World Journal to begin a partnership to create useful tools for this segment of the population. The New York Life partnership with the World Journal resulted in a free, in-language naturalization test preparation and information booklet and CD.
Addressing the specific needs of the Chinese community is a priority of New York Life’s Chinese Marketing Unit. The goal of the partnership with the World Journal was to create user-friendly, in-language resources tailored to address the needs, values and customs of first generation Chinese Americans who wanted to become naturalized citizens, and introduce New York Life and its family of products to community members that may not be familiar with the company.
New York Life’s Chinese Market Unit worked closely with the World Journal staff to create advertisements and develop accurate content and a simple, easy-to-follow design for the naturalization test preparation and information booklet and CD. In fall 2008, the booklet was marketed at newsstands, via coupons in the World Journal and in World Journal ads, and at New York Life’s sales offices in the Chinatown neighborhoods of Manhattan, Brooklyn, and Flushing.
The World Journal ran 50,000 copies for the first printing of the Naturalization Handbook and CD in April 2008. Within one month, all 50,000 copies were gone. Due to the high demand for the booklet and CD, the World Journal decided to print an additional set of 35,000 copies in August 2008. All of these copies were gone in approximately one month.
New York Life has benefited from the increase in the pool of potential clients that have walked into New York Life sales offices and from the positive association with creating resources in direct response to a growing community need. Another added benefit is that by continuing to meet with and talk to community members, the agents at New York Life sales offices are able to build relationships and gain insight into what products the community wants and needs.