Make Insurance Happiness Happen
Case Study
star insure
Star Underwriting Agents (as they were previously known) primarily relied on the insurance broker market for their business. The problem with this model is, brokers have their own biases and many insurance options to choose from.
Will met with Star’s CEO and management team, via their design company, to discuss their business, and complete a brand audit, creative brief and strategy session.
It was quickly established that the retail market presented significant growth opportunity for the business. But this needed to be handled sensitively with respect to the wholesale market.
Their brand and products looked completely fractured and tired. In a highly competitive environment, the company needed to stand out and be more sophisticated, especially if targeting a retail audience. They also needed to excite their wholesale audience by reinvesting in, and reinvigorating, their business. There was a lot to be done.
Services
Strategy
Brand Strategy
Marketing Strategy
Copywriting
Web Architecture & Content
Naming
Product Development
REQUIREMENTS
After the first meeting, I presented a set of recommendations to advance the business.
We identified the initial requirements. This list grew significantly over a 10 year period, until the brand gained leadership status.
Research
Research current and previous wholesale and retail customers.
Naming
Rename the parent business to appeal to a wider audience, and rename and rebrand products to make them look liek part of the same family.
New Website
Create a new primary website and product sites (eventually leading to just the main website) to appeal to all audiences and develop a broker portal backend.
Product Development
Further develop the product range, and strengthen and create partnerships.
Brand Strategy
Write a new brand strategy including Values, Core Competencies, Purpose, Personality and BHAG, Brand Story, Positioning for parent brand and all products, Key Messages, Tagline, Tone of Voice for the brand and each product.
Marketing Strategy
Write a new marketing strategy for the parent company and brand marketing strategies for each product.
Marketing Campaigns
Create new marketing collateral, advertising and direct marketing campaigns for the parent brand and all products.
Internal Campaigns
Create a staff onboarding process, staff manual and internal marketing campaigns to bring the team together.
Recommendations
Niche Specialists
Star is a great name and I wanted to build on it. When I looked at the different products they provided their customers, it became obvious that the were not just vehicle insurance specialists, but attracted very specific vehicle niches, including:
Motorcycles
Motorhomes
Prestige Cars
European Cars
Motorsport & Enthusiast Cars
From here, they accepted my recommendation to become Star Insurance Specialists (later simplified to Star Insure), and be known as the niche vehicle insurance specialists.
I also renamed their brands. The name ‘Star’ unified everything. They now had a branded house (versus a house of brands), where all their stakeholders could easily recognise a Star Insurance Specialists product.
From here, they accepted my recommendation to become Star Insurance Specialists (later simplified to Star Insure), and be known as the niche vehicle insurance specialists.
I also renamed their brands. The name ‘Star’ unified everything. They now had a branded house (versus a house of brands), where all their stakeholders could easily recognise a Star Insurance Specialists product.
Results
Undisputed Niche Insurance Specialist
Star has become the undisputed leader in niche vehicle insurance in New Zealand.
High User and Staff Ratings
They always rate highly online and in Trust Scores.
10X Growth
The Star team has grown significantly as has the book value of the vehicles they insure, along with significant year-on-year increases in revenue.
Trust, great relationships and pulling in the same direction with an eye on the prize, always make the work stronger, easier and more fulfilling.
Start with excellent products and service, then sound strategies and creativity that make an impact, and follow through on your promises. It’s a simple formula, but it works.
“We have worked with Will Roffé for the past 10-years. Our business has gone from strength to strength and we appreciate Will’s valuable input. We now have a strong, unified brand with a great market presence. I have no hesitation in recommending Will.”
NICK BAKER, CEO, STAR
Will has always impressed us with his creativity.
We have worked with Will Roffé for the past 10-years. He is an expert brand strategist, strategic copywriter and ideas generator.
Will created our successful brand strategy before working on our suite of insurance products along with developing and writing our corporate brand story that has formed a significant part in us creating and maintaining an engaging staff culture.
He re-positioned our parent company brand, and brought cohesion and simplicity to our brand as we moved our individually branded products into a package of products with commonality and unity between them and linked to our parent company. He also created our parent company’s unique positioning as insurance specialists, market innovators and leaders.
Will wrote our website and a chunk of our backend portal for our brokers and partners. He has worked on geo-location campaigns, SEO campaigns, digital billboards, brochures, trade show content, letters, our quarterly magazine, digital and print ad campaigns and more.
Internally, Will helped us discover and formalise our company culture, then wrote our culture program and documentation. This involved team workshops where he was able to get the right information out of the team to then formulate engaging and memorable content that inspired us and we could all get behind. The results of this have seen us consistently measure above 90% for our staff engagement surveys.
If you need strategy, ideas, and/or the written word, Will should be your go-to person. He understands people and how to connect with them using the right language, tone and ideas.
Our business has gone from strength to strength and we appreciate Will’s valuable input. We now have a strong, unified brand with a great market presence. I have no hesitation in recommending Will.
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