There's No Business
Like Show Business
How we helped one of the Top 100 privately held P&C agencies nationwide change its approach through vertical marketing.
Background
Established for over 50 years, United Agencies has built a lucrative business serving thousands of businesses and consumers with their commercial and personal insurance needs. Based in Burbank, California, they have also built an enviable reputation within the film industry, providing an array of specialized insurance services to the industry. With the insurance industry undergoing massive changes, it was time to break out a key service from their portfolio and spin it off independently.
“We began our relationship with intouch in 2009. Since that time they have provided many services to our agency, including intouchagent eNewsletters, renewal notices, birthday ecards, welcome letters, and more. More recently, they have become trusted marketing partners assisting us to successfully accelerate the growth of our business in a tumultuous period of change for the insurance industry. With their help, we are continuing to grow and prosper.”
| Jeff Gelineau, President, United Agencies |  |
Brand & Identity
The Big Six movie studios are either based in Burbank or close by: Disney, Warner Bros., Paramount, NBCUniversal, Fox, Sony & Paramount; and so is United Agencies, so the creative path we took was to promote the fact that they were located “in the heart of it.”
Marketing & Strategy
The U.S. film industry posted $31 billion in revenues in 2013 and the U.S. film industry has a proven ability to produce blockbuster movies that generate hundreds of millions of dollars, including revenues from distribution across strong domestic and international networks. The opportunity is a huge one and being located in “the heart of it” by association, conveys a level of understanding and leadership that competitors outside of the area cannot claim.
Work
SEM competitive research showed a major opportunity lay in wait for the right marketing approach, so “spinning off” off this division required not just an exciting new website, but more important, one that was designed with search engine marketing in mind. We pulled off this whole program within the timeframe provided, and launched an Adwords program followed swiftly by an SEO approach that would baffle competitors.
Success
Still in its early days, Equipment & Production Insurance has successfully launched and is benefiting from the results of well-orchestrated search engine program driving appropriate leads.
