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CASE STUDY

Insurance & Financial Services

Problem

How can an internet insurance and financial services company compete against a competitor with local agents in a way that fosters trust in the consumer audience?

  • The brand wanted to build a virtual community presence but couldn’t, as a national brand, justify the expense of building at town level presence let alone the cost of keeping it current.
  • Wordpress blogs at the state level were already hard to maintain and keep fresh.

     

Solution

Merging brand (blog and educational) content, sales components, CTAs and our sourced content created a locally contextualized experience

  • Starting with state level approach, we quickly progressed to town level in high-focus portions of the country
  • Utilizing proprietary database of content and events across all US Towns, created an enhanced user experience by adding unique content channels which where segmented and tailored to their audience in areas such as health, senior life, seasonal activities

“The ability to become as local as our local agent based competitors, has made a difference in terms of people’s willingness to connect with us and evened the playing field”


– Head Of Product

Awareness

15% increase in unique visitors in combination with personalized and localized push messaging 

Interest

Session time has increased 22% since launch of state level pages

Desire

9% Increase in leads 

Action

New clients up 5%

Existing client session time up 43%

Retention

Survey indicates clients are pleased with the relevance of their portal interface citing increased “Brand For People Like Me” measures

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