CASE STUDY
Insureon
creative campaign, messaging, testimonial recruitment, outdoor, broadcast, street team, event marketing
Insureon is the single largest online insurance broker for commercial businesses, small proprietorships, freelancers and independent contractors. Insureon.com offers more than 30 different lines of coverage from as many high-profile national carriers. 200,000 business owners have sought and currently manage their commercial coverage and protection through the Insureon platform.
The Insureon online application is free and can put businesses in touch with up to three quotes from name brand providers within 15 minutes. Coverage starts as low as $21 per month and can include general and cyber liability, workers’ compensation, and errors and omissions policies.
The Challenge
The challenge put forth by Insureon was to plan and implement a local market launch focused on small businesses, freelancers and independent contractors. Austin, Nashville and Salt Lake City were identified as finalists for the test. Austin was selected over the others due to its great number of startups, creative professionals, IT consultants, food and beverage vendors and varied independent partnerships.
The test intentionally utilized a mix of broad awareness media, local testimonial campaign executions, digital media, direct mail, targeted B2B event marketing…and a guerilla-style grassroots effort with a multi-member street team for urban coverage.
Can a local market launch equation prove that a local overlay of marketing can be used on a macro basis to drive acquisitions nationally.
The Strategy
Insight: Small businesses and individual proprietorships feel a kinship to each other and appreciate and believe in the advice of other small, local entities.
The message for the local market launch is “Calling All Smalls.” This campaign, enhanced by headlines like “It’s A Smalls World,” puts a small business, local tonality and point of view straight into the messaging. Hassle-free business insurance is a sensible rational element to the communications. It promotes approachable, friendly and educational tactics.
“The coverage we got from Insureon was much less expensive than we expected, and we’re confident it’s the best insurance for our small business.” Drone Genius
The Results
White Hat successfully recruited a collection of diverse and personality-rich testimonials and converted their images, stories and business models into riveting pieces of communication. The local personalities made the executions noticeable and memorable and enabled the subject of business insurance easy to understand. 15,000 prospects were identified through business associations and small business rolls. The industry types were prioritized, mapped and targeted with outdoor placements, posters, events and our mobile street team.
Results were confirmed through successful one-on-one contacts with street team agents, increased web traffic originating from Austin and a lift in completed applications logged and followed by Insureon customer-service associates.
