ARMtech Insurance Services, Inc.
Situation
ARMtech Insurance wanted to reach out to crop insurance agents, to let them know of their newly overhauled AgriNet policy management platform. AgriNet had been recently transformed into one of the most highly-sophisticated, comprehensive and user-friendly policy management platforms in the industry.
Objective
Make agents aware of the features built in to the new AgriNet platform, encouraging them to call and speak with a marketing representative to walk the agent through a demo of the platform, or to follow a link to a demo site.
Solution
TPG created a campaign featuring “Wishes From A Crop Insurance Agent.” By presenting a list of wishes supposedly unique to the crop insurance industry, we implied that AgriNet and ARMtech were working on an entirely different level to support their agents. AgriNet would be the answer to those wishes.
The campaign included a dedicated AgriNet landing page, direct mail, social media, digital advertising, print advertising and an informational video. Tactics reached a national audience of agents and producers in the south, Midwest and eastern US.
Results
During the 6-month campaign, the dedicated landing page with information video recorded 2,564 unique page views, while the demo site recorded 2,149 interactions. The LinkedIn InMail and Sponsored Content campaigns were equally impressive with a 48.8% open rate for InMail and .94% click-through rate for digital ads.
