FirstAssist, an insurance broker, decided it was time to update their corporate branding, build a new website and launch an integrated marketing campaign.
FirstAssist is an insurance broker. They needed to increase sales, and identified that their current sales collateral and marketing strategy were letting them down. They decided it was time to update their corporate branding and build a new website, with better content and improved navigation to deliver an enhanced customer experience. They also wanted an integrated marketing campaign to provide lead generation activities to fill their sales pipeline. They searched for a marketing firm in London and found Abacus.
Following a detailed client briefing and intensive market research, our marketing team got to work, coming up with some powerful insights that informed the strategic planning process – customer pain points, brand messaging, product benefits, corporate positioning and stakeholder communications, as well as the most effective media channels to generate high quality leads.
Our creative team devised three brand concepts and we developed the chosen route in partnership with the client. We built a new user-friendly website, which featured an online catalogue of brochures showcasing their product range, and we implemented an on-page SEO strategy. The project included the design and print of a suite of product leaflets, corporate brochure, stationery pack and exhibition stand. We also created PowerPoint templates, so that their sales teams could create bespoke slides for customer presentations.
Customer acquisition activities included direct marketing, digital advertising, email marketing and press advertising. These campaigns drove traffic to their website and call centre. Response levels increased significantly in comparison with previous campaigns, and onsite web metrics demonstrated much higher levels of engagement with site visitors, with lower bounce rates and longer dwell times than had previously been achieved.
“We were really impressed with the quality of their work. They took time to understand our needs and delivered excellent results, working in close partnership with me at all times.”
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