Back Story

Herbert H. Landy Insurance Agency has been offering professional liability and errors & omissions insurance since 1949. The company provides protection to accountants, bookkeepers, realtors, appraisers, tax preparers, attorneys, architects and many other professionals in the U.S.

The firm had been working with an agency located in the Midwest and felt it was time for more creative, cost-effective advertising and marketing advice in the local market.

The Challenge

With the advent of integrated marketing tools, we were required to develop both interactive and print campaigns that would allow measurable results more closely aligned with ROI and agents' network needs. In addition, there were numerous disciplines and products offered that required more definitive identities.

Results

Initial brand revitalization was closely followed by a competitive audit and baseline measurement being established for each professional and geographic market. We utilized integrated media, including a new website, and online tools for immediate marketing assistance for agents to assist the sales process throughout the company's many products. Additionally, we created new, bold, specialized brand identities for each major industry selected.

In the first year alone, we had broadened our market reach with more coverage by identifying actionable data which allowed us to cut our media buy significantly, spending considerably less than the previous year. Using SEO tools online we were able to achieve substantially improved search engine rankings in all major markets.