Client Success: Increasing Awareness and Inbound Leads for a Local Insurance Agency

Most insurance agencies can measure their success as a business by the success of their advertising and marketing strategies. Both new and established insurance agencies face constant pressure to grow their client list by connecting with current policyholders while becoming a prominent agency in their local market.

Top-of-mind brand recognition can help insurance agencies generate inbound leads to complement the leads they receive via referral. When Cox Media was approached by a local insurance agency to develop and launch an advertising campaign, this goal of becoming a local category leader was one of the company’s top objectives—and, after struggling to manage digital ad campaigns on their own, the company’s leaders were eager to enlist the help of a collaborative media partner.

The Goal

While the insurance agency wanted to become the most recognized and top-of-mind provider in its category, the company had a short list of advertising goals that all contributed toward this larger brand initiative.

Generating new business from new customers was a high priority for the client. But the agency also wanted to promote the wide range of services and policies it offered to local residents, in addition to its competitive rates. The company also wanted to increase inbound phone calls to its agency representatives, as well as online quote requests that could be routed to the appropriate agents to streamline and enhance its sales performance.

The Solution

To meet the client’s goals of building brand awareness while also generating leads for its various products and services, Cox Media’s experts developed a multi-channel campaign utilizing television, display, and SEM campaigns.

To reach a large, relevant local audience, the TV ad campaign targeted sports programming featuring local teams between 4 p.m. and midnight local time. Display advertising was targeted according to keyword relevance and contextual filters to reach a more focused audience, while search and retargeting campaigns were used to increase the frequency of these ad exposures.

A higher volume of ad impressions was aimed at improving brand retention and helping the agency become a top-of-mind service provider in its local area. Search engine marketing was also used to improve Google search page placement, and to deliver ads offering click-to-call and direct website referrals.

The Results

By coordinating TV and SEM campaigns at the same time, Cox Media quickly elevated the insurance agency’s local visibility and brand awareness, resulting in the following:

• A total of 47 new calls in the first four weeks of the campaign;
• An average call length of six minutes;
• A total of 71 website referrals from consumers seeking information and/or quotes.

Based on these strong early results, the insurance agency opted to extend the campaign for an additional four months, further building its local brand awareness and strengthening its position as a top-of-mind insurance provider in its market.

Ready to invest in better brand awareness and lead generation for your local business? Cox Media’s experts have the hands-on experience and powerful advertising tools needed to build successful campaigns for any type of business.

Find out how we can help you achieve your goals and grow your local brand—contact us today to learn more.