Case Study

Madison Mutual
Insurance Company

overview

Madison Mutual
comprehensive marketing

Madison Mutual Insurance Company is dedicated to providing superior personal lines insurance products to its policyholders at a competitive price. They’ve been committed to the well-being of their policyholders, independent agents, employees, and the communities in which they operate since 1920.

challenge

Become the out-of-house
marketing team

Effectively serve as their out-of-house ad agency and marketing team by seamlessly handling everything from soup to nuts: brochures, enewsletters, blog posts, social media, conventions, website maintenance, PR and more.

 

STRATEGIC INSIGHT

It’s all about engagement

Madison Mutual works with local, independent agents, which means finding a way to engage them on an ongoing basis, educate them about who Madison Mutual is, what they offer and why it matters to the agents and their customers.

TACTICAL EXECUTION

Begin at the beginning:
Laying the groundwork

Assessment: Stealth performed a thorough marketing audit to analyze current marketing efforts, identify what’s working well and where there’s room for improvement, in addition to clarifying and documenting brand personality, voice, tone and style in a branding guidelines document.

Collateral: All product and corporate image brochures received an overhaul, using fresh, contemporary imagery that speaks to their target markets, and accurately and consistently reflects the brand. Stealth also developed quick reference guides agents can use to better understand each product and what’s covered within them.

Ongoing communication: One of the key ways Madison Mutual communicates with their agents and policyholders is through enewsletters. These received a facelift, simplifying and focusing the content to be on point and on brand, while continuing to connect Madison Mutual with their agents and policyholders.

Social media: To effectively reach their primary audience – agents and policyholders – and increase engagement, Stealth refocused Madison Mutual’s social media efforts on three channels: LinkedIn for agents, Twitter for both agents and policyholders, and Facebook for policyholders.

RESULTS

Delivering on time and on brand,
and driving website traffic

Brand consistency: Madison Mutual is now able to accurately and consistently communicate their story to current and prospective agents and policyholders in a way that clearly conveys the value they provide in brochures that are modern and inviting.

Sales tools: Agents received the tools they need to understand the products Madison Mutual offers, as well as better explain them to potential customers.

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