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CH&B Constructs a Better Brand Platform for the York Builders Insurance Trust

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.”

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Landing pages and PURLS – New tools for success.

March 1st, 2011
Posted By: Allan Pettit

You have a dazzling, informative and comprehensive website. Why in the world would you ever want to create a separate landing page?

Here are a few of the circumstances that call for a separate landing page:

First, digital ads in Search Engine Marketing campaigns have much greater conversion rates when clicks take visitors to a separate, promotion-specific landing page, as opposed to your broader, more amorphous website. As an added value, you can create multiple landing pages for a single ad to test various promotions or, conversely, you can create several ads, then rotate and measure the relative effectiveness of the different ad messages. Continue reading “Landing pages and PURLS – New tools for success.” »

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