Allen Insurance


CLIENT: Allen Insurance

TYPE OF WORK: Web, Branding, Print


THE CASE

Founded in 1903, G&B Allen Insurance Group Ltd. is a 4th-generation family-owned insurance broker with 7 offices in Ontario. 2004 was a pinnacle year for Allen Insurance, with plans of building a new and expanded head office in Warkworth, Ontario to support future growth. This was an excellent time to revisit the brand and previous marketing activities for Allen Insurance to ensure they were in-line for business plans moving forward. Allen Insurance turned to THEY Integrated for assistance.

THE APPROACH

THEY started with their DNA Discovery Process to find the heart and soul of the brand. This included meetings with every employee in the company as well as strategy sessions with the owners / managers. In doing so, it became clear that the current brand did not represent the true culture and spirit of the company, and it was decided that a total rebrand was in order.

A new brand-mark was developed using ‘the mighty oak’ to symbolize Allen Insurance's generations of business, strength, and roots in the rural communities it serves. While they didn’t know it at the time, the new tagline was created by the management and staff at Allen Insurance. “We’ll take care of you” was repeated by staff time and time again as a key point of differentiation over other insurance providers.

The new brand was launched internally prior to an integrated brand marketing campaign to launch the brand externally. This campaign was followed by the development of proprietary product names for insurance policies to differentiate Allen Insurance from the competition – something that was never done at a broker level previously.
 

THE OUTCOME

The new brand was embraced by staff and management. Changes were made to the landscaping plans of the new office to include oak trees and bowls of acorns were placed around the offices. In 2008, Ride On Motorcycle Insurance was launched as a proprietary product of Allen Insurance to position the brokerage as experts in motorcycle insurance. In the first year, Allen Insurance became the second-largest provider of motorcycle insurance in the province.

Year after year, THEY Integrated works closely with Allen Insurance to ensure they remain on the bleeding edge of marketing and brand communication. Most recently, a fresh new responsive website was launched as the hub of a new brand campaign to support Allen insurance’s desire to become the most convenient broker to do business with.

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