The Challenge
Things have been going well for Macey Insurance Brokers. But with recent organisational changes, including an alignment with the Steadfast Group, and new market opportunities, they needed to deliver a message aligned to their vision of ‘providing Australian businesses with the finest customer experience in Insurance’. This message needed to be communicated internally as well as externally.
The Strategy
First, we conducted qualitative research to gain a deep understanding of what it is that Macey does so well compared to other firms. This revealed several valuable insights. One was that in a small business, there are some things you can’t do all yourself – and knowing the ins and outs of insurance is one of them, especially when understanding your specific risks requires research, knowledge and expert navigation. Our research also revealed business owners want confidence in their policy, knowing that in the event of a claim they’re getting the best protection that’s right for them. Based on these findings, our strategy centred around leveraging the knowledge, passion and expertise that Macey provides small businesses in a human way, rather than an automated one. The positioning?
Your Risk. Our Business.
The Creative
To deliver the new positioning, we developed an entirely new way to present the Macey brand in language, tone of voice, visual identity and message. This started from the top down, with an internal communication piece involving everyone in the organisation to ensure they all understood the Macey brand story – and felt part of it.
Guided by a newly-created Macey brand book, we then reviewed and updated all of the existing brand assets. These were rolled out across all communication mediums, ensuring the new Macey brand and positioning is experienced consistently everywhere from direct marketing and advertising to their all-new website and social media channels
The Results
Since the launch, the entire Macey organisation has embraced the heightened value that’s been placed on their brand and its central role in driving the next generation of success. The new positioning has been well received in the market, and is already helping to maintain a unique point of difference for Macey and supporting new business growth.
“After first working with Jamie and The Marketing Clan back in 2014, we were keen to re-engage them in 2019 for a refresh and reset of our company look and feel. Jamie’s idea to research our customers and employees about why they choose Macey was a valuable approach to creating our new strategy. The result was a new and refreshed positioning and a brand identity which is not only more modern, but also on point and relatable. The use of the brand book to articulate our brand identity and tone of voice as well as the visual components have been invaluable in our ongoing marketing delivery across all platforms. Our new website and Instagram page reflects this look and feel and really sets the tone of what to expect when you are part of the Macey family.”
