Campbell, Harrington & Brear

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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March 17th, 2009
Posted By: Mel Campbell, Jr.

We were all ready. Our two children have been asking for a pet for several years so my wife and I talked about it and decided now was the time … time to get a family dog.

My wife had more experience than me in this area because, before I entered into her life, she opened her home to what must have been a very loving golden retriever she named Zane. She always talks fondly of her Zane and, even though it has been seven years since his much too early death, her eyes can still well up when talking about him.

On the other hand, my dog ownership experience was always second-hand … the dogs in my family were always my parents’. They chose the breed, their names and trained them. Which was fun for me, because I got to reap all the benefits, but I always wanted to choose one for myself.

Continue reading “Brand … A Man’s Best Friend.” »

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February 9th, 2009
Posted By: Angela Wenner

I recently found myself at the grocery store for my ‘smaller list’ shopping trip. This is the list that typically develops hours after unloading groceries from a large trip. The stuff that should have been on the list in the first place.

One of the items was laundry detergent. Typically I will grab a mid-priced brand, because I’m thrifty, and I figure that the lowest priced brand will not be quite as effective as others. But to be honest, I’ve never noticed any differences in how my laundry comes out, regardless of brand.

This time, maybe because I wasn’t in any particular hurry, I paused for a few minutes in the aisle, scanning my eyes back and forth across the colorful plastic wall in front of me.

Continue reading “Confused Minds Don’t Buy” »

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