SYRACUSE, N.Y. — Preferred Mutual Insurance Company’s new “Live Assured” brand has been named Best of Show in the external Branding Campaign to independent agents and policyholders category by the Insurance Marketing Communications Association (IMCA) at the 2015 IMCA Annual Conference and Showcase in Nashville, Tenn. Eric Mower + Associates created the award-winning work.
“Live Assured”—Preferred Mutual’s first major rebrand in a decade—launched early this year and includes a new logo, tagline, advertising and website. Because Preferred Mutual appeals to both the insured and insurance agents, who are often the ones to promote the brand to the end policyholder, EMA designed an updated logo and “Live Assured” tagline to emphasize the value of Preferred Mutual to both audiences. The assets and the accompanying brand messaging now convey the confidence policyholders and agents feel when selecting Preferred Mutual and also communicate that Preferred Mutual’s product is the insurance for people who live confidently, seize the moment and prefer better.
“With the positive feedback we received from our agent partners and policyholder customers, we knew our initial brand launch was a success,” said Christopher Taft, President and Chief Executive Officer at Preferred Mutual. “This national recognition by IMCA affirms that success, and validates our efforts to provide our policyholder customers, agent partners and employees with a brand experience that is reflective of our promise to help those key stakeholders ‘live assured.'”
The rebranding campaign reached Preferred Mutual’s network of 450 independent agents within a four state footprint, as well as 235,000 personal and business policyholders in New York, New Jersey, Massachusetts and New Hampshire.
In September 2014, the brand was introduced to its agent partners with a live webcast event and brand launch video presented by the CEO. Simultaneous to the webcast, agents were shipped branded materials with the company’s new logo, and marketing materials.
Shortly after, the company launched its new brand to policyholders using direct mail communications and social media outlets. EMA created the new website and advertising to increase awareness and provided a home base for the new brand. The rebranding resulted in a 53% increase of social media fans, a 4.6% increase in website traffic, and overwhelmingly positive feedback from agent partners.
“The team at Preferred Mutual really lives the ‘Live Assured’ brand,” said Chris Steenstra, Managing Partner at EMA. “Their commitment to this new brand, coupled with our team’s work, make this a truly stand-out campaign. We are honored to be among the honorees at the IMCA showcase and look forward to the next accomplishment for this worthy brand.”
The IMCA Showcase Awards recognize the most effective and innovative work from the best minds in insurance marketing and communications. For more than 50 years, the awards served as a designation of outstanding marketing and communications work in the insurance industry and promoting higher standards of excellence. “Best of Show” is awarded annually to one entry in each category receiving the highest score from the cross-section of judges.
IMCA is an international organization of insurance communications professionals, including some of the largest multi-line insurance companies and brokerage firms in North America. The association provides leading-edge techniques to its members through a variety of mediums, including educational seminars and conferences, to help members maximize their business outcomes. The association represents more than 120 regional and specialty companies in the United States and Canada, including the top-five property casualty writers.