Best Insurance Integrated Ad Campaign

In 2019, MiniCo Insurance Agency launched a new version of its specialty business owner policy (BOP) for self-storage operations featuring significant upgrades and benefits for both policyholders and their insurance agents. MiniCo's BOP was the first specialty commercial policy for the self-storage industry, originally introduced in 1975, and is recognized as the gold standard by agents familiar with this risk category as well as self-storage professionals. The goals of the marketing campaign were to communicate to agents the benefits offered by the upgraded policy and refresh the image of a product that has been in the market for 45 years.

The strategy involved a three-phase multimedia campaign running over a five-month period with specific objectives: create awareness of the upgrade and benefits, launch the product, and answer agents' questions about the changes. Phase 1 of the campaign began in February 2019 with a primary focus of drawing agents to the BOP product page on the MiniCo website to download a white paper that explained the advantages of a BOP in general as well as the specific upgrades to and benefits of MiniCo's self-storage specialty BOP. Phase 2 began in April with a press release announcing that the upgraded BOP was now available and encouraging agents to submit an application for a quote. Phase 3 began in mid-May and concluded at the end of June.

The campaign has been extremely effective with our primary audience of insurance agents. Analytics for the elements of the campaign are provided at the entry URL.

Contributors:

President and CEO, Aran Insurance Services Group:	John LaCava
President and CEO:	Mike Schofield
Vice President, Marketing and Communications:	Dan Sommer
Marketing Manager:	Christa Van Zant
Senior Art Director:	Ken Owens
Web Master:	Kitsuda Jaraspan
Email Marketing Specialist:	Andrea Lasana
Social Media Coordinator:	Danielle Lachenauer

MINICO INSURANCE AGENCY, LLC

Location: USA