PUT YOUR BRAND WHERE IT MATTERS: REACH YOUR B2B AUDIENCES
Aartrijk delivers results for clients who commit to strategic use of branding tools. Our insurance-focused blend of marketing & communication tactics help clients establish a positive brand impression with lasting impact. Equally important, a human touch is delivered, even in a digital environment.
Aartrijk uses a four-stage model to help clients Illuminate, Benchmark, Build and Promote their brands. Since 1999, Aartrijk has created results for clients using market research, strategy development, publicity, marketing and communications, social networking, editorial content, collateral design, trade advertising, naming and taglines, brand logo design, web content, and event support.
Prins Insurance, established in 1936, is an Iowa-based insurance brokerage and risk management firm with a strong local and state presence in commercial, personal, transportation and agricultural insurance. The firm serves customers in 27 states with the help of approximately 60 insurance companies.
Prins Insurance is the managing general agent for the State Land Improvement Contractors Insurance Program. Introduced by Prins in 1996, today the program is active in 14 states and offers contractors a full array of insurance coverages and safety benefits.The Challenge:
As Prins approached its 80th anniversary, management sought a refreshed brand identity that more accurately represented the firm’s vision, core values and culture.The Method:
The Aartrijk team reviewed and refreshed the agency’s messaging around culture and brand. The new identity had to put an exclamation mark on what already was a strong brand. In a nod to the firm’s history, Prins ultimately decided to keep its eagle — “providing protection under the wing” — but to modernize it. Aartrijk went to work, adding a splash of gold and incorporating the new logo in letterhead, business card and other materials. Finally, Aartrijk developed an 80th anniversary companion identity for Prins.The Result:
“Our refreshed logo … is a way to communicate our pride in our heritage and our excitement for the future.”
— Dave van Essen, President, Prins Insurance
Introduce a brand-new concept — domestic remote outsourcing for insurance firms — and startup company to the insurance industry.The Method:
Aartrijk used a broad-based publicity campaign of news releases, articles and interviews to highlight entrepreneur and insurance industry leader Sharon Emek, Ph.D., and her startup company, Work At Home Vintage Employees LLC (WAHVE), in the insurance industry trade media. Founded in 2010 to provide domestic remote outsourcing to independent insurance agencies and other insurance firms, WAHVE needed to tap early adopters in the insurance industry who were willing to try the new service, while also raising awareness and educating others hiring decision makers.The Result:
Aartrijk placed more than 40 articles and interviews in the insurance industry trade media including Insurance Journal, Leader’s Edge, and PropertyCasualty360.com for WAHVE from 2010-2012. Topics included retirement and demographic trends, WAHVE’s services and news, and insurance workforce topics. Central to the introductory publicity program was an industry-wide survey about retirement conducted with an industry research organization. Emek’s prominent industry involvement and experience as an independent agency principal attracted and sustained the interest of insurance editors. Aartrijk also provided content for the company’s website, blog and email newsletter.
“In our startup year of 2010, WAHVE was ready to introduce our unique, cost-saving, domestic remote staffing services for insurance agents and brokers – but we needed the industry to know about us! Lacking an advertising budget, we needed to create awareness not only about our company but about the workforce shortage problems that we help hiring managers solve. Aartrijk allowed us to take our innovative business idea and present it to the industry through the insurance trade media on an ongoing basis. We used a mix of topics that kept the coverage fresh and allowed us to reach multiple audiences.”
— Sharon Emek, Ph.D., founder and CEO, WAHVE
CIMA and CIMA Volunteers Insurance
With access to virtually every insurance market in the world, including risk retention groups, captive plans, self-insured trusts and large deductible plans, CIMA tailors property-casualty and health/life services for businesses, nonprofits, agents and brokers nationwide.
CIMA Volunteers Insurance is the brand name for the insurance and risk management programs of Volunteers Insurance Service Association, providing accident insurance, volunteer liability insurance, excess automobile liability insurance, directors and officers liability coverage for more than 5,000 organizations that engage 2.5 million volunteers every year.The Challenge:
With growth in mind, CIMA sought to further promote the Volunteer Insurance Service (VIS) member association. The goal was to create a structure which would allow introduction of other CIMA products and programs under a similar template.The Method:
After initial creation of a new CIMA logo and style guide, Aartrijk developed a framework for introducing CIMA Volunteer Insurance to a wider audience. This included launching a new CIMA website with additional information on non-profit insuring as well as creation of introductory letters, a sales call script, advertising, press releases and articles.The Result:
“The plan Aartrijk provided was not only strategically sound, but also included the metrics we needed to measure effectiveness. They were able to leverage some tremendous media resources, and I found their writing to be on-target and engaging. And our website? Just what we needed to move our business to the next level.”
— Bill Henry, Executive Director, Volunteers Insurance Service Association Inc.
McClone is a family-owned independent insurance agency headquartered in the Fox Cities area of northeastern Wisconsin. As one of the region’s largest agencies, McClone offers a full range of services within property-casualty, employee benefits, agriculture, personal lines and financial services.The Challenge:
Refresh the brand and target key business prospects for growth.The Method:
Following an on-site planning session with McClone executives, Aartrijk developed both a new logo and tagline along with an introductory marketing and communications plan to introduce the new brand image to the public and increase awareness for McClone account planning processes and commitment to client partnership. Aartrijk incorporated the new logo and sales message into redesigned support materials, including letterhead, business cards, presentation materials and brochures. In addition, a plan was created to reinforce the brand with current clients and increase brand awareness among key prospects in targeted industries. Rather than blanketing the market with general messaging, the communication goal was to reach valued prospects with a targeted, industry-specific sales story.The Result:
“As soon as it was unveiled, our new look began to generate excitement, both internally and within our market. But to truly drive business, we needed more than a refreshed look. Aartrijk provided a range of recommendations for developing some real sales traction with an eye to converting potential new clients from ‘unaware’ to ‘interested’ so we can fuel valuable new business.” — Ryan McClone, Executive Vice President, McClone