A Better Way to Market Insurance

Refocusing and defining a brand and its messaging to resonate with its target audience.

Challenge

People’s Trust Insurance leadership wanted to generate more sales leads and build the reputation of its Florida property insurance company. The insurance company engaged our firm to bring to life strategies that would rebrand the company, focus its marketing and communications, and showcase its unique approach to home insurance protection in Florida in a variety of ways.

Breakthrough

We built the new People’s Trust Insurance website to help define and reset the company’s brand to focus on what makes the company different and better – a unique approach to claims in which the insurance company serves as a full partner in recovery. This messaging extended throughout the digital campaign and was highlighted to prospects and policyholders regularly in social media, blog, and email content.

People’s Trust’s enhanced digital presence has had a lot to do with our business success — growing to become one of Florida’s top 10 home insurance companies.

— Adam Hasner, Former Chief Marketing & Communications Officer, People’s Trust Insurance

Digital

peoplestrustinsurance.com

Website Design & Development

The website’s design and messaging was guided by original survey data of Floridians, policyholders, and employees, along with rigorous message testing, historical user behavior analysis, and persona development. With crystal-clear messaging and warm, human imagery of actual employees, we helped People’s Trust set its website apart from the competition.

Homeowner's Academy

Blog

We built out the website’s blog, entitled The Homeowner’s Academy, which featured educational and informational content to help prospects and policyholders maintain their homes, prevent claims, and save money. These articles also included bold imagery and links to downloadable content and a landing page where prospective policyholders could request a quote.

Essential Hurricane Preparedness Guide

E-book

We developed, wrote, and edited a 22-page Hurricane Preparedness Guide for People’s Trust policyholders that reinforces and reminds them of the myriad benefits they are eligible to receive — especially during hurricane season in Florida. The guide highlights the unique aspects of the People’s Trust approach to home insurance protection, saving policyholders money and speeding recovery after a loss caused by a tropical storm or hurricane.

People’s Trust on Facebook

Social Media

We created a social media strategy for People’s Trust that involved designing and promoting various content for prospects across different parts of the sales funnel, along with other content intended to increase policyholder retention and referrals. We identified and marketed to high-potential prospects that closely matched the traits of current policyholders and leads along with remarketing audiences for lead cultivation.

Integrated Marketing

PTI Inspection Kit

Design

We developed, designed, and produced a unique and creative PTI-branded inspection kit to inform policyholders about what to expect during a home inspection. These kits were delivered to PTI policyholders upon them scheduling an inspection.

Policyholder Welcome and Renewal Kit

Design

We conceptualized, designed, and produced two kits for policyholders: the Welcome Kit and the Renewal Kit. These kits highlighted the services available and other need-to-know information for new or renewing policyholders in a clean, understandable format.

PTI Branded Calendar

Design

Sachs Media Group annually develops a designed calendar to be distributed to PTI agents, staff, and other PTI employees. The 2015 calendar highlighted some of the different type of housing in Florida, while the 2016 edition featured interesting Florida city facts and features.

Outcomes

1 million

Floridians reached via social media content

19,000+

policyholders who have interacted with at least one piece of social media content

9,000+

policyholders who have clicked through to the People’s Trust website

867,000+

prospects reached

2,700+

hurricane guide downloads during the 2015/2016 hurricane preparedness campaigns

66,000+

prospects interacted with at least one piece of social media content

31,000+

prospects clicked through to the People’s Trust website