Jennifer L. Gaskin
Journalism, Data-Driven Writing, Content Marketing, Graphic Design, Very Good Jokes

Scripts & More


As part of my current job, one of the tasks I enjoy most is scriptwriting. While the work doesn't get Oscar buzz, as it's generally for a corporate audience, I still enjoy the challenge and thrill of visual storytelling that animation can do in a way that no other medium can. Here are a few of which I'm most proud:


I've been a fan of found-footage horror films since, well, probably since the genre became popular with after the release of the Blair Witch Project. The genre got a huge boost with the release of the first Paranormal Activity film, and subsequent films further established the Paranormal universe. This recap summarizes the series before the final in the series, The Ghost Dimension.


Not to get political, but there can be little doubt that human activities are affecting our planet. One of the most disturbing ways is through mass die-offs of honeybees that have been happening all around the planet. This animation explores how critical these little workers are to life on this planet, including human life.


Most of us probably only think about our insurance coverage when we see the monthly payment debited from our checking accounts, or maybe when we buy a new car. But insurance is a complex industry, and insurance providers are constantly examining their practices to ensure they're always providing the best possible service. This long animation was done for the big red company.


From marketing to white papers to infographics, I know a well-crafted story is central to any effective communication. My focus in any writing project is the bottom line — what will move the reader, viewer or user? And then I work back from there, layering in elegant prose, keyword-rich content and effective messaging. Here are a few examples:


Infographics: Mission-Critical Marketing

With the entirety of human history and knowledge at our very fingertips, there is no piece of information, no data point, no argument beyond the reach of our understanding.
Today’s consumers face a nonstop barrage of stimulation — advertising and sales, news and information, social media, entertainment. It’s difficult for people to focus, and it’s difficult for businesses to break through.
And despite that constant stimulation, still consumers crave information. They want to know. They want to learn. They want to be entertained. They want to be convinced.
At IGW, we’ve known that for a long time. We started building infographics nearly a decade ago at a time when almost nobody even knew what an infographic was. But we knew then the power that infographics can have to deepen the well of knowledge and to arm consumers with the force of that knowledge.
So we have a question for you: Is your business using infographics as a central part of your messaging strategy? If not — what are you waiting for?
Working with our in-house data scientist/statistician, we surveyed decision-makers at 100 businesses and more than 1,000 consumers about the state of infographics. So now it's our turn to arm you with knowledge.

Driving the Future of Auto Insurance Shopping

Where Are We, and Where Are We Going?
Today’s customers view shopping for auto insurance as a chore:  Customer satisfaction with insurer interactions continues to trend downward, suggesting that insurance companies aren’t keeping pace with increased customer expectations.
In particular, rate increases and lack of transparency in complex pricing models have led customers to develop a sense of distrust with insurance companies.  Customers are tempted to switch insurers when they don’t get clear explanations for rate increases or when they don’t understand the reasons given for them.  Industry advertising also reinforces conventional wisdom that buying auto insurance should be easy and provide rate savings, but often, that’s not the case.
When shopping for insurance, customers expect a holistic experience, not a fragmented one, from an insurer that can meet their needs in a timely manner.  In today’s market, customers feel empowered to do business on their terms, not the other way around.
What may seem at first blush like doom and gloom presents a clear opportunity for State Farm. Our leadership position in the market will allow us to drive change at every stage of the auto insurance shopping experience.  State Farm has the largest and most well-established infrastructure of agents, call center reps, and online shopping capabilities.  Our opportunity is focused on effectively integrating across the breadth and depth of our product and service offerings so they work together as a whole, rather than limiting our potential on customer experiences that remain fragmented.  This would enable State Farm to differentiate ourselves through the integrated experience we provide to customers.  But how will we get there?
Strategic Resources has a long history of assessing the auto shopping journey, and for the past year, we’ve refreshed the research on how insurance companies deliver customer experiences to raw new auto shopper.  We’ve surveyed over 5,000 customers, 1,100 sales associates (SA) and employees.  We’ve interviewed customers, agents, team members, call center representatives, and underwriters.  We’ve studied the auto shopping journey, and we’ve explored the competitive landscape to see how well other insurers – GEICO, Allstate, Progressive, and Esurance – deliver the customer experience.