Local Insurance Provider becomes National East Cost Headquarters
Insurance · 2015
A $25M provider getting surrounded.
Larger carriers were moving into our client’s market, some cleared to write rates 15% below theirs. With a smaller budget and their differentiation under real threat, the founders were negotiating a merger with a company their own size. The deal would have meant layoffs.
The turn
Their best marketing was buried in operational data.
They sold entirely through third-party agents, and the only branded piece that reached a prospect was a sales brochure. Their website wasn’t pulling traffic in the markets they were trying to grow. But their operations held a real asset hiding in plain sight: a full picture of the agencies, offices, and agents they already worked with.
We built a custom website on top of that database to create genuine SEO presence in exactly the markets where they were most active. Alongside it, a rebrand and a message that made the case for why working through third-party agents makes coverage more thorough, not less. We also cut the tactics that weren’t earning their place.
What compounded
The merger came off the table.
The new site and materials launched in January 2015. By June, the company had written $1.2M in new coverage, up from $800K the prior year. The founders walked away from the merger and later sold to a national provider, becoming its East Coast headquarters.
Strategies & tactics
Custom web software, SEO built on operational data, rebranding, key messaging, sales analysis, key material development, trimming ineffective tactics
Industry
Healthcare, insurance
Year
2015
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