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August 1st, 2011
Posted By: Allan Pettit
The York Builders Insurance Trust needed some marketing jiu-jitsu.
The Trust has been serving the insurance needs of York Builders Association members for nearly half a century. It seemed as if their marketing plan had been around about that long, too.
“Association members had been seeing and hearing the same message over several years,” says CH&B’s Director New Business Development Angela Wenner, herself an active member of the York Builders Association. “Members were either becoming bored with it or ignoring it altogether. We thought it was time they updated their look and message and joined the electronic age.”
At the center of our recommendation was our plan to rebuild an existing website on a new content-managed, SEO-friendly platform, allowing better search engine visibility. The content was also revised to more effectively sell the Trust and provide SEO advantages.
To drive traffic to the site, we crafted a 12-month advertising schedule around three fresh print ads and three new digital ads that are rotating throughout the year in various York Builders Association vehicles.
We also provided an email marketing package that includes a custom email sending tool, as well as an email template design that carries the new brand look. Combined with a user friendly list management component, the Trust can now create and send regular targeted messages that inform existing customers and/or prospects.
“What we have done for them is create discipline and consistency within an easy-to-use platform that allows them to manage their own marketing on a very small budget,” says Angela. “And they’ve embraced it whole-heartedly.”
February 9th, 2011
Posted By: Allan Pettit
Their 2010 holiday gift membership campaign – the first conceived and executed for AAA by Campbell, Harrington & Brear – produced a 23.6% increase over last year.
The company had expected an uptick during the 2010 holiday season. Just not such a big one. “We’d been kind of level, so I would have been happy with 10 percent,” said a marketing spokesperson. “I was very happy and pleased with the results.”
Given the same budget as the previous year, CH&B created a bright and festive campaign around “The Ultimate Christmas Card” theme. Effective deployment of radio, outdoor, newspaper, magazine, email campaign (Click on #2), in-store signage and a social media component produced results that exceeded all expectations. Continue reading “CH&B Brings a Lot of HoHoHo to AAA Membership Campaign” »