Brightway Insurance
Effective consumer and franchise marketing communications
Brightway Insurance figured out a better way to help consumers buy insurance, but their branding and marketing communications was not conveying the story well enough to support their aggressive growth goals. They retained Burdette Ketchum in late 2010 to help refine how they communicate their value proposition to both consumers and prospective agent franchisees and develop new marketing strategies.
Brightway "retailized" insurance by bring customers more choice and access. Their model takes the wide availability of coverages that an independent agent offers and then multiplies that nearly 10-fold with the scale that their multiple retail locations give them. Their agent owner franchisees can help consumers find home, auto, life and business insurance from more than 100 carriers. The result is they can always save consumers money without compromising their coverage quality.
Burdette Ketchum’s brand development process led to a brand DNA of "Empowerment," which came to life via the positioning of "More Than Coverage. Confidence." Burdette Ketchum also infused bold yellow graphics into Brightway’s singular blue color scheme to create a brand identity more effective in the retail setting. A full program of agent marketing support and POP materials were developed for Brightway's 70+ agent locations and we also developed a new selling proposition and materials for their franchise sales efforts. "The Insurance Agency Reinvented" was trademarked and accompanied by special graphics depicting the unique Brightway model and selling process.
Burdette Ketchum also developed a new social media strategy and agent guidelines to support word of mouth via Facebook. Brightway revenue continues to grow and the effectiveness of the new B2C brand messaging has led agents to pursue television advertising. Franchise sales have also growth with the help of the compelling new B2B messaging, too.
To learn more, visit BrightwayInsurance.com.