CEFLI Taps Taft and Partners for Branding and Marketing

PRINCETON, NJ, March 03, 2011 (Press-News.org) Taft and Partners, a Princeton-based communications firm specializing in marketing, messaging, and digital media, was recently selected as branding and marketing consultants for the Compliance and Ethics Forum for Life Insurers (CEFLI), a new national organization dedicated to life insurance compliance and ethics professionals. Taft created the branding mark, website and communications tools for the launch of CEFLI. Since its launch, CEFLI has quickly gained interest and membership from organizations such as TIAA-CREF, Sammons Financial (North American Company for Life and Health Insurers and Midland National) and Baltimore Life.

CEFLI connects life insurers' compliance & ethics officers with others managing similar industry issues, creating a forum for a robust exchange of ideas. The organization also provides thought leadership and insight to all levels of the industry through conferences, seminars and webcasts. Taft was initially called upon to develop a brand platform, brand mark, and digital marketing materials for the newly developed association, and has since been providing ongoing support in the areas of digital media and communications consulting.

After a comprehensive examination of CEFLI's competitors and the industry landscape, Taft developed a brand platform that reflects the new organization's mission and vision, including a graphic look that dimensionalizes the cross-industry connectivity with which CEFLI provides its member companies.

Taft's Creative Director and co-owner, Mara Connolly, led the CEFLI team through a branding process that resulted in the organization's new tagline, "The Forum That Connects." To help spread the word about CEFLI's impact on the life insurance community, Taft's team created print collateral and a new website (www.cefli.org). Taft is currently consulting CEFLI regarding the successful integration of their forum construct into a robust online information source for their sectors and committees.

"We are very excited about the launch of CEFLI and the industry's strong and immediate response to the unique forum which CEFLI provides for life insurance compliance and ethics professionals. Our thanks go to the entire Taft team for their expert contributions on our behalf," said Don Walters, President & CEO of CEFLI.

"We were delighted to work closely with CEFLI's leadership to establish a fresh, new brand and marketing materials reflective of the mission and vision of this important new industry organization," said Connolly. "We hope the new brand serves CEFLI well long into the future."

About Taft and Partners
Taft and Partners (www.taftandpartners.com) is an integrated marketing communications firm offering consulting and creative services to domestic and international clients in the specialty practice areas of marketing, branding, public relations, corporate and public affairs, and digital media. Co-founded in 1983 by an internationally-recognized journalist and an award-winning advertising agency executive, the company serves an array of Fortune 500 clients in the consumer product, pharmaceutical, defense and high technology sectors.

About CEFLI
Governed by a Board of Directors comprised of chief compliance & ethics officers, CEFLI (www.cefli.org) is an organization developed by chief compliance & ethics officers for chief compliance & ethics officers. CEFLI helps to create innovative strategies and identify best practices to address the most important compliance & ethics issues on the minds of today's thought leaders within the life insurance industry.