:
A regional paint manufacturer needed to gain brand recognition and
position its products as among the best in their class.
Solution: An aggressive publicity program aimed at
contractor, dealer, home and regional
publications—highlighting the advantages of Muralo’s
premium paints and the firm’s rich heritage and strong
family tradition.
Result: Muralo was widely featured in the key
publications read by contractors, dealers and
consumers—and became recognized as a leader in
high-quality paints and coatings.
The Tribus Companies (now Wachovia Insurance Services)
Challenge:
One of New Jersey's largest brokerage firms needed to accelerate
the cross-selling of employee benefits, property & casualty,
401(k
)
s
and business/estate planning products.
Solution: An integrated PR/communication
program that incorporated a quarterly newsletter to clients/prospects,
a dynamic brochure and Web site, proactive publicity and a series
of educational seminars.
Result: Tribus' clients lauded these value-added
services, and cross-selling rose 15 percent over a two-year period.
New Jersey Association of Health Underwriters
(NJAHU)
Challenge: Convey the critical role of the independent
agent/broker at a time of rising benefits costs and a tendency to
bypass brokers in favor of quick-fix solutions like the Internet.
Solution: A proactive publicity
campaign on the dangers of purchasing health insurance on-line and
advising employers to use independent insurance brokers.
Result: Numerous opinion-editorial columns were
published in daily newspapers and the NJAHU president was quoted
in the state's leading business journal and appeared on radio and
TV programs – all highlighting the insurance broker's essential
role and enhancing the association's credibility.
See
op-ed, "Web
is no substitute for experience of agent,"
Asbury Park Press
Agency
Resources
Challenge: Establish a presence among insurance
agents nationwide for Agency Resources, a property and casualty
insurance wholesaler and a division of Wachovia.
Solution: A proactive publicity campaign that
positioned Agency Resources as a source of authority on workers'
compensation insurance, producing major features in the leading
insurance trade press.
Result: Agency Resources emerged as a leading
property & casualty wholesaler and received inquiries about
its insurance programs from professionals in various part of the
country.
