A leading personal lines insurer was trying to help their local insurance agents drive leads, so they offered their partners a 50% subsidy to cover the costs of running digital paid media packages that leveraged a variety of marketing tactics and three different monthly budget options. Unfortunately, agent enrollment was low. The insurer tasked BrandMuscle with evaluating the program to increase agent enrollment.
After analyzing the initial program structure, performance, and agent feedback, BrandMuscle recommended refocusing the program around lead-generating tactics only and offering additional monthly budget options. BrandMuscle restructured the program, and the insurer re-launched the program with three key adjustments:
• All package options were moved to paid search only, as opposed to paid social and display ads
• A new starter package was introduced at a lower budget point
• Insurer increased their subsidy on all packages from 50% to 75%