Agents & Brokers Case Studies
#1: A Broker’s Master Brand Architecture
A large insurance broker, which had grown rapidly through acquisition, realized its brand was being muddled by its many program and division identities. The firm, which continued to acquire smaller agencies, did not have a clear understanding of the relationship each division had to the parent brand. An additional challenge was that many of the former owners had become department heads and still viewed their offices as independent organizations.
Aartrijk began by facilitating a branding workshop, which brought all the players to a common level of understanding about what brand is (and is not), why it is important and how it is achieved. Aartrijk consultants then met again with senior managers to create a master brand architecture, in which the agency’s many programs and divisions were organized under the main corporate name, rather than as independent brand names. Then we helped them articulate a brand promise and establish a new tagline.
Once the group reached consensus around these key brand elements, Aartrijk refined the agency’s logo and overhauled the agency’s Web site. The agency could then extend these changes to its other brand touch points.
The firm’s master brand architecture enables it to maintain a cohesive brand while also enabling continued aggressive growth, both organically and through acquisition.
#2: Reversing Personal Lines Losses
A group of independent agencies slowly had been losing personal lines accounts—mostly due to the aggressive marketing tactics of national writers such as Geico, Progressive and State Farm. To stop the exodus, Aartrijk developed a comprehensive marketing-communications program that included a strong customer care component and an emphasis on cross-selling.
The strategy included a series of direct mailers to current customers (these agencies did not have their customers’ emails), which introduced them to other products and services, such as life insurance, personal umbrella and more. The cluster then implemented a referral request program in each office and began sending handwritten thank-you notes to customers on a regular basis. A series of news releases were sent to area newspapers about agency involvement in charities and consumer-related issues. A series of newspaper ads were run, inviting people to come to the agency offices for a complimentary cup of coffee.
Within the first year of the program, the loss of personal lines business had been substantially reduced. And for the first time in five years, these agencies were seeing an increase in personal lines sales.
#3: Growing Small Business
An agency wanted to attract more small business accounts, specifically targeting contractors and restaurants. Aartrijk found a mailing list that fit the agency’s specific criteria and designed a series of postcards focused on the issues that these target audiences face in insurance. After this first set of mailings, the agency had written two large restaurant accounts and a contractor’s account, along with the personal lines coverages for one of the restaurant owners. With Aartrijk’s guidance, the agency embarked on a one-year direct mail campaign to these target markets, with monthly postcard mailings .
#4: Expanding Niche Business
An agency specializing in musical instrument insurance was looking to insure professional musicians as well as orchestras. Aartrijk developed a series of direct mail pieces, which included a brochure, postcards and a letter. We also developed the mailing list based on specific criteria from the agency. Aartrijk managed three separate mailings—one every other month to a nationwide list of orchestras and musicians. As a result, the agency has written several additional orchestras, as well as individual musicians.
#5: Leveraging the Chamber
An agency wanted to reach out to its local business community. Aartrijk developed a color flyer—speaking to the needs of small businesses—that was inserted with the local Chamber of Commerce newsletter. The cost to insert the flyer was minimal, as the agent was a member of the Chamber, and half of the printing cost was paid for by co-op funds available through one of the agency’s carriers. As a result of the flyer, the agent wrote two solid business packages, at a profit of more than 100% of the marketing cost.
#6: Seeking Referrals
An agency wanted to get more referrals from its current customers. Aartrijk developed a program to offer a thank-you gift to anyone who referred business to the agency. An ongoing mailing schedule sent letters to selected customers weekly. The investment paid off: The agency wrote 10 times more business than the cost of the program.
