Oh, the crowded insurance marketplace. Our client, Texas Farm Bureau Insurance, needed to cut through the noise of gimmicky discounts and features to entice new customers and grow accounts.
We knew Texas Farm Bureau Insurance had to set itself apart as a “friendly” provider that cares about finding solutions (rather than just selling products). Perhaps more importantly, it had to move the needle from being a must-have product to a must-experience brand. To achieve this, it would need a content program in which every word, image, and photograph was engaging and helpful — and appealing to a broad base, spanning young adults to retirees.
To answer the challenge, we launched an omnichannel brand experience, called Texas Heritage for Living, written by Texans, for Texans. Spanning a print and digital magazine, related social media content, online campaigns, sales enablement tools, mobile apps, videos, and even an annual cookbook, the voice, tone, and visual style are friendly and educational. The program includes lifestyle content, loss-preventing safety advice, and educational insurance-related topics carried through a print and digital magazine.
Agents can leverage interesting discussion starters to help deepen relationships and sell relevant products. Meanwhile, customers have access to compelling stories and information. The content is as fun to consume as it is easy to share via social media. The Texas Heritage for Living program has been recognized with eight Communicator Awards, one Pearl Award, and one APEX Award since it launched in 2011.