Texas Farm Bureau Insurance
Award-winning lifestyle magazine and content hub that help cement customer loyalty (and make Texans proud).
The client
Texas Farm Bureau Insurance (TFBI) has been protecting Texans since 1952. Typically, agents are members of the same communities as their policyholders — they run into each other at the grocery store or high school football games — so their relationships are personal. In fact, TFBI agents are known to help families review current policies in person at their homes. The agents are proud to help friends and families in their communities thrive, and members are proud their insurance provider was built by Texans for Texans.
The partnership
On average, it costs seven to nine times more to acquire a new policyholder than to retain one. And, like all consumers, TFBI policyholders are exposed to an endless barrage of promotional offers enticing them to switch to any one of several giant national insurance providers, many of which outspend TFBI $100 to $1 in advertising.
If TFBI has any chance of competing, member retention must be the insurer’s top priority. To distinguish TFBI and help the company connect with policyholders, D Custom created Texas Heritage for Living, a multichannel content marketing program that takes advantage of TFBI’s most unique selling point as the “homestate” insurance provider for Texans.
To boost retention and loyalty while mitigating loss, Texas Heritage for Living combines topics of interest to Texans, such as history, tradition, and travel, with practical, insurance-related tips that help readers avoid life-interrupting incidents or accidents, not to mention the need to file claims. To further position TFBI as trusted neighbors and take advantage of the relationship TFBI agents have with their policyholders, we personalized the content.
Since 2010, D Custom has produced an award-winning quarterly lifestyle magazine and email newsletters that come from the policyholder’s actual agent. To stay connected with clients between magazines, we designed, developed, and maintain a user-friendly blog chock full of content, which is replenished continually throughout the year.
In addition to those agent emails, we publish content regularly to four social media channels to keep the website traffic flowing and the conversation going, ensuring that TFBI member communications are way more frequent — and fun! — than reminders to pay premiums or updates on claims.
The takeaways
Over the years, Texas Heritage for Living has won more than 40 awards for editorial, design, and website excellence. But more important, thanks to an annual reader survey, we know:
82%
of readers state the content helped them learn how to protect their family and property
64%
of readers claim the content made them more aware of TFBI services and open to 360 reviews
60%
of readers agree the content helped them feel more connected to their agent and TFBI
25%
of members claim the content impacted their decision to renew their policy
The accolades
Keep browsing our work.
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