A Case Study In Focus Differentiation
How we helped the largest landscape insurance broker in the west differentiate itself in a highly commoditized industry.
Background
Since its inception over twenty-six years ago, LCIS and its Family of Companies has dedicated itself to helping the Green Industry grow and prosper. In addition to exclusive insurance programs, the LCIS Family of Companies offer many other valuable services created specifically for landscape contractors.
“The intouch Team has increased our awareness in the green industry and helped our business grow and prosper in challenging times. We rely on their expertise in all areas of marketing and view them as key business partners.”
| Kim Ayala, President/CEO, Landscape Contractors Insurance Services, Inc. |
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Work
Our initial industry research revealed that LCIS provided the best and broadest range of insurance and financial programs at the most competitive rates, supported by world-class service. Not only that, their eligible California based customers received unheard of annual rebates and an equity payment upon retirement. With this understanding, it was time to set in motion a broader and more consistent marketing and communication effort to let their world know they were here - and they were different.
Brand & Identity
Worn and tired would be the best way to describe the LCIS brand when we arrived at the table. But it gave us a chance to do some immediate and much needed revitalizing. So we took the original leaf and morphed it into the dimensional look it sports today. And our original tagline has evolved into “Member owned. Service Focused,” supporting the important re-positioning of the brand to that of “member,” as opposed to a “customer” orientation.
Success
LCIS continues to attain and exceed its retention and growth objectives, and now the largest landscape insurance broker in the west is reaching out nationwide to attain even more.
