Fortune 500 insurance company enrolls 3x more agents into marketing programs with BrandMuscle

Leads were very top of mind for a top personal lines insurer that was trying to help their local insurance agents, well, drive leads.

Their initial solution: Offer their partners a 50% subsidy to cover the costs of running digital paid media packages — ads that leveraged various marketing tactics, complete with three monthly budget options.

Unfortunately, agent enrollment was low. Like really low. So, the insurer tasked BrandMuscle with evaluating the program with the ultimate goal of increasing agent enrollment and, ultimately, getting more local marketing campaigns off the ground.

After analyzing the initial program structure, performance, and agent feedback, BrandMuscle recommended refocusing the program around lead-generating tactics only while offering even more monthly budget options.

This insurer partnered with BrandMuscle to overhaul the existing program and re-launch it with three key adjustments:

• Paid search only: All package options were moved to a combination of paid social and display ads to paid search only.
• New package option: A new starter package was introduced at a lower budget point.
• Increased subsidy: We increased the partner subsidy on all packages from 50% to 75%.

The results were eye-opening:

• A 200% increase in subscriptions
• 3x more agents enrolled and engaged
• 146% increase in highly targeted, localized digital media aligned with the customer journey’s critical early stages

This Fortune 500 insurer has successfully empowered its agents to take more ownership and control of their local marketing efforts.