Merit Insurance Case Study

The Objectives:

To grow the brokerage and modernize how they do business with their clients.

• To perform a marketing audit, and create a comprehensive execution plan that was aligned to Merit’s business model and philosophies.
• Launch a new website to capture leads, provide resources for existing clients, and showcase the products they sell.
• Expanded their social media platforms to further reach clients, prospects, colleagues, and communities. Communicate the Merit Difference in an industry that is highly competitive and price-oriented. The goal was to show why they are different in a commodity type environment.
• Adopt a communication platform that could integrate into the brokerage management system. Cross-selling products is a win-win for the brokerage and their clients, so the goal was to set up an email campaign to accomplish this.
• Using video on social media platforms to share information in a more engaging way.
• Promote specific products and campaigns to grow the business and educate buyers.

The Results:

• Marketing Partners: The TSquared Marketing team became the Merit marketing team. We work closely with the partners and broker team ensuring a clear concise message is used for all our online communications and branding.
• Website: Launched May 2017 with a new website in the development for the fall of 2020. Our new product lines, calls to action prompts, and google ad landing pages have increased website traffic by 110% over the last 2 years.
• Social Media: Launched 5 additional platforms social media platforms and increased engagement both for the brokerage and the brokers.
• Communication: Consistent emails to our featured blogs have increased cross-selling of products, traffic to the website, and overall client communications. Results don’t lie and we sell more products to existing clients, get more referrals overall, and have increased overall sales.
• Video: From featuring Meet the Broker to the Refer a Friend campaign we have helped educate clients, increased broker participation, and supported online tools such as MyMerit app.
• Advertising/SEO: Google ad words for Request a Quote generated many new leads as well as it helped us understand the profile of their ideal client. Yearly campaigns on social media have increased new customers and sales overall.