This summer, I had the opportunity to intern at PSA, one of the Mid-Atlantic’s leading multi-disciplined insurance services firms. As a marketing and sales enablement intern, I spent eight weeks immersed in fast-paced projects that challenged me to apply my academic knowledge to real-world business initiatives, while gaining hands-on experience in digital marketing and sales enablement strategies specific to the insurance industry.
Under the guidance of Allison Langsam, the Marketing & Sales Enablement Specialist, and Justin Hoffman, the Chief Regional Revenue Officer, I was involved in several high-impact projects. My responsibilities included managing the PSA inbox, creating and supporting both internal and external marketing campaigns, and assisting with reporting initiatives.
Key Projects and Campaigns
One of the most significant projects I worked on was a LinkedIn ad campaign aimed at government contractors. This project required extensive research into the target market, as well as the creation of engaging graphics and copy. Although I had prior experience with Canva, this was my first deep dive into using the platform for a professional campaign. I developed over 15 graphic variations, and with Allison’s guidance, we finalized a design that aligned with PSA’s brand image. In addition to the design, I created a caption that bolstered the message of the campaign, and I helped draft a detailed campaign guide that reflected the goals of the campaign. We launched the campaign, tracked its performance over 4 weeks, and analyzed the results to determine key insights, including audience engagement and conversion rates.
Another core project involved creating a weekly marketing email to keep PSA’s internal producers informed about social content and marketing updates. This required collaboration across departments and the use of a new-to-me platform, Marketing Cloud. I designed the email layout to include headers, graphics, and actionable links, ensuring the content was clear, informative, and visually appealing. I was responsible for compiling the email’s content, which featured LinkedIn posts, collateral, and information about upcoming webinars—elements crucial for keeping our team aligned and engaged with PSA’s digital presence.
Competitive Analysis and Strategic Insights
In today’s evolving insurance landscape, staying competitive requires constant analysis of industry trends. One of the most insightful projects I contributed to was a competitive analysis focused on cyber liability and safety & loss control. Cybersecurity and risk management have become increasingly vital in protecting both individuals and businesses, and understanding how PSA compares to industry leaders was an invaluable exercise. I researched three of PSA’s top competitors, analyzing their digital presence, cybersecurity offerings, risk management programs, and loss control strategies. Using the data I gathered, I developed a SWOT analysis to evaluate PSA’s position within the market. This research provided valuable insights into areas of opportunity and helped identify strategies for enhancing PSA’s competitive edge in the cybersecurity and risk management sectors.
Challenges and Professional Growth
While this internship offered numerous growth opportunities, it also presented challenges that strengthened my problem-solving skills and adaptability. For example, managing PSA’s LinkedIn campaign required working with unfamiliar tools and navigating technical hurdles. Despite the initial learning curve, these challenges taught me how to manage time effectively, troubleshoot issues, and deliver results under tight deadlines.
Additionally, the competitive analysis project required narrowing the scope to focus on cyber liability, a key area of growth for PSA. This adjustment underscored the importance of flexibility and precision in a professional setting, ensuring that our research was both thorough and actionable within the timeframe.
Looking Ahead
My time at PSA has significantly enhanced my understanding of digital marketing, content creation, and strategic analysis within the insurance industry. I’ve gained firsthand experience in tailoring content to meet the specific needs of both clients and internal teams, while deepening my knowledge of the rapidly changing trends in risk management and cybersecurity.
Perhaps one of the most valuable takeaways from this internship was learning the importance of iteration and collaboration. Working closely with Allison and Justin taught me that the first draft is rarely the final product, and that creativity and refinement are ongoing processes. This mindset, along with the strong emphasis on teamwork and feedback, has been instrumental in shaping my professional growth.
As I head into my final year of college at the University of South Carolina, I am excited to apply the skills I’ve developed at PSA to future roles in marketing and insurance. The mentorship I received, coupled with the hands-on experience in this dynamic industry, has prepared me to take on new challenges and contribute meaningfully to the field.
I am incredibly grateful to PSA for providing me with this transformative experience, and I look forward to continuing my journey in the marketing and insurance sectors with the knowledge and confidence I’ve gained from this internship.
Connect with Kayla on LinkedIn to follow her journey: Kayla Frigault | LinkedIn
