Case Study: All About Insurance

By Ella Bartosik

The Client

Founded in 1993 by Nick’s dad at University Place mall, AAI has expanded to 13 locations from Garner to Greensboro, including Raleigh, Durham, Chapel Hill, Mebane, Graham, Madison, and Eden. AAI offers insurance for auto, home, life, and businesses. Recently, they partnered with Levitt Group, incorporating deep blue, orange accents, gray, and white tones.

The Problem

AAI faces several challenges: low engagement and ROI from social media posts, inconsistent posting strategy by Nick, lack of a strong brand voice, and an overly long tagline complicating branding efforts. Additionally, AAI needs more engaging and fresh content to effectively connect with its audience.

The Strategy

The primary goals include refreshing and modernizing the brand, expanding demographic reach, and increasing the number of apartment policies. The project aims to enhance design and strategy for greater awareness and thought leadership. Key deliverables encompass a website redesign, SEO/SEM optimization, logo update, branding materials, and an enhanced social media presence.

Social Media Content Creation

AAI currently posts 3-4 times per week, covering topics like website features, AAI locations, insurance premiums, blog summaries, seasonal/holiday themes, glossary terms, FAQs, and reviews/testimonials. The enhanced content strategy includes employee spotlights, reel explainer videos, NIL content to appeal to college students, meme-style content, and updated headshots/pictures of the AAI team for promotions.

Website Redesign

The redesign process begins with consultations involving a graphic designer and web developer to establish a cohesive visual identity. Style tiles with color schemes, fonts, and design elements will ensure brand consistency. A wireframe mockup using Adobe XD will outline the website’s structure and user flow, focusing on intuitive navigation and user experience. After developing and testing a beta website, the final design will be launched, featuring engaging content, easy navigation, and strong calls to action.

Implementation and Monitoring

Establishing a process for reviewing and approving all posts before they go live will ensure strategic and consistent messaging. Regular strategy meetings with Nick will discuss performance and plan future content. Reviewing successful insurance accounts for inspiration and incorporating best practices into AAI’s strategy will be ongoing. Focusing on developing a strong, consistent brand voice through all content will leverage storytelling and engagement techniques to build a loyal audience.

The Outcome

By refining the posting strategy, creating engaging new content, and leveraging influencer marketing, AAI aims to significantly increase engagement and establish a stronger brand presence online. The comprehensive approach will help AAI reach a wider audience and effectively communicate its value proposition through a cohesive and appealing digital presence.