Auto-Owners Insurance
For a century, Auto-Owners Insurance, a Fortune 500 company, has stood out in a crowded insurance marketplace by remaining committed to the model of selling through local independent agents. But faced with increasing competition from direct-to-consumer insurance companies, they asked my team to find ways to utilize digital tools so that the independent agent model could survive into the next century.
Our solution was the Premier Partners Club, a multi-channel awareness and activation pilot program focused on two states and their top agencies. We developed regional websites, and local microsites, across multiple states for select independent Auto-Owners agencies to develop and increase online visibility and establish domain authority for local category searches. We also drove new web traffic to these sites, and generated qualified leads, through the use of adaptive digital ads, paid media, and exclusive blog content.