Strategic Issue: How do we increased awareness and conversions on a legacy website for a college student property insurance product in a very competitive and noisy marketing place. Carriers like Geico and Allstate send millions of dollars in just this area along making it impossible to compete on an apples to apples strategy.

​

Strategic Goal: Increase traffic to homepage and conversions into purchased policies.

​

Strategy: This needed to be a complete overhaul on how we approached the market AND how prospects would purchase a policy. 

• We completely redeveloped the site saving only the quoting engine and redesigning everything from the ground up.

• We held usability and design sessions to determine what was most interesting to the prospect.

• We conducted research to determine the type of buyer and their propensity to buy immediately or after X amount of marketing touches.

• We utilized geofencing marketing for both social media and programmatic targeting for the first time ever.

• We utilized re-marketing to capture those who did not buy and bring them back into the funnel.

• We launched our digital marketing to coincide with move in days and orientations days ONLY.

​

 

Results: It was a grand slam!!!!

• Total impressions increased 2,649% year over year

• Decreased the bounce rate by 8%

• Increased total sessions by 7%

• The campaign generated a 6X ROI

• Recognized IMCA for 2018 Best in Show, Award of Excellence and the Peoples Choice Award "the SAMMY"