When we first met Macey Insurance Brokers, they’d just gone through a new brand identity change and were looking for marketing strategy support as part of a wider, five-year growth plan. Like many independent professional service businesses, Macey was under threat from bigger national general insurers offering lower cost online premiums. For a business that had been providing tailored personal and business insurance advice for over 40 years, they needed to re-establish the importance of the broker relationship, and the value of maintaining a human element in the purchase decision process.
With a new brand identity already in place and all the knowledge and expertise in the business, we worked with Macey to sharpen their brand communication strategy, create a single tone of voice and ensure the customer experience was consistent across all communication channels. Getting their wider team to buy into the strategy was equally important. With multiple office locations, it was essential to ensure all staff understood how the new process would help them build better relationships with customers and also create a powerful point of difference.
In order to create more persuasive communication to prospects, a series of testimonial films with real business owners were created to deliver the value proposition of why using a broker makes more sense for business. These films were seeded online via social media, websites and used in community and local business networking events.
Macey had a new blueprint for consistency and success. We mapped out a marketing strategy to help identify new business growth, together with a communication plan to make it happen. This, along with a willing and passionate team, contributed towards significant incremental growth across the business and has paved the way to exceed their overall five-year targets.
“After developing and implementing an overall marketing strategy with TMC we began to see results. New business enquires were up 21% on the prior year and new business revenues were up a staggering 43% meaning our message was getting to the larger client sector.
Retention of our existing client base remained strong, subsequently resulting in an overall company growth of 8.9%. On our previous average annual growth of 2% this was an increase of 345%. In FY17 our company growth was again 8.6% representing 3 years at over 8% growth.
Our brand consistency and brand awareness has never been better. Our ability to produce marketing material that is on brand, thoughtful and creative allows us to ensure our company messaging is consistent and meaningful. I would strongly recommend TMC for any business looking to build a better business.”
Brendan Goddard, Managing Director.