The Emil Rummel Agency (ERA) is one of the largest independent insurance agencies in Michigan.
Independent insurance agencies in general are experiencing major market disruption, as large insurance conglomerates have largely commoditized insurance products over the last few decades.
ERA identified that as a business, they lacked a strategic approach to marketing and social media and were seeking external expertise to advise and propose solutions.
ERA was looking to identify new ways to generate more referrals in the digital age.
KEY OBJECTIVES
- Develop a 12-month Marketing Plan to support sales referrals
- Advise and train sales and marketing staff
- Define and build documentation to establish the ERA brand
OUR APPROACH
Completed an “outside-in” assessment of ERA’s social media channels and marketing collateral.
Interviewed managers and sales-side personnel to understand the message about the ERA brand being communicated to clients.
Support the marketing specialist through training sessions.
Establish and facilitate a cadence of marketing meetings to gather input from client-facing staff from around the business.
Provide feedback and advisory to CEO and firm principals.
KEY RESULTS
Developed a comprehensive 2021 marketing plan, which included a messaging strategy, social media strategy, metrics dashboard.
ERA Brand Document and plan for implementation throughout the firm to drive referrals.
A framework for training staff in ``Living the ERA Brand``
Provided strategic advisory to leadership team to drive cultural transformation at the firm.
ERA Secured consistency of messaging and publication of key marketing pieces in print and online news sources.
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