Project Information
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Client
Maverick Harrison
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Date
12 January, 2023
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Category
Insurance, Policies
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Address
19 Golden Street. New York
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Budget
$20million
“We are an insurance company that determines the future of people.
Because they should not have any problems in their life in the future to survive.”
Alex Carry
/ Founder
Project Overview
Alex Brand Promotion is a marketing case study within the RetireMax Insurance portfolio. The project explored cost-effective ways to introduce RetireMax to younger Illinois households and small business owners who were not yet familiar with the agency’s 30-year reputation for personal service. Rather than launch an expensive statewide media buy, the initiative combined targeted digital outreach with community-based engagement to show prospects how a local, independent agency can meet modern insurance needs without sacrificing the human touch.
Project Challenge
RetireMax had a strong client base among long-time homeowners, yet internal research revealed two gaps. First, families in their late twenties and early thirties often defaulted to national carriers because they did not know a local alternative existed. Second, new entrepreneurs looking for quick commercial coverage wanted online tools as responsive as the big brands but still valued face-to-face advice. The challenge was to reach both groups at the exact moment they were making insurance decisions, all while keeping the RetireMax identity authentic and community-oriented.
Research and Insight
Before any creative work began, the team mapped recent quote requests by ZIP code and cross-referenced them with mortgage originations and new business filings. Social listening showed that first-time buyers frequently searched for “best home insurance in Illinois” late at night, while small-business owners preferred lunchtime browsing from mobile devices. Surveys confirmed that transparency about coverage details and the ability to speak with a real person were decisive factors. These insights shaped both the message and the media mix.
Strategy
The project adopted a two-track strategy: meet prospects where they spend time online, then follow up with community touchpoints that make the brand feel tangible.
- Digital Targeting: Paid search campaigns addressed the exact questions people typed into Google, such as “affordable commercial auto policy” or “do I need life insurance before having a baby.” Display ads retargeted visitors who read RetireMax blog articles but had not yet requested a quote.
- Local Presence: Pop-up kiosks appeared at farmers’ markets, high-school football games, and small-business expos. Each kiosk featured interactive tablets allowing visitors to complete a quick policy check-up and schedule a consultation without paperwork.
Execution
- Content Production: Short educational videos used plain language to explain deductibles, liability, and riders. The same videos were captioned in Spanish to reflect growing bilingual communities in suburban Cook County.
- Landing Environment: A new campaign landing page offered three clear calls to action: “Instant Quote,” “Schedule a Call,” and “Download Guide.” The page loaded in under two seconds on 4G connections, an essential feature for mobile users.
- Community Incentives: Every in-person attendee received a voucher for a complimentary annual policy review. Local cafés partnered by adding the voucher code to digital receipts, turning everyday purchases into brand touchpoints.
Measuring Success
The team avoided vanity metrics, focusing on outcomes that tied directly to agency growth.
- Quote requests from target ZIP codes increased steadily throughout the 12-week campaign window, peaking during the third weekend after the first round of community kiosks.
- Landing-page visitors who watched more than one video were twice as likely to book a consultation compared with visitors who only skimmed text content.
- Feedback forms collected at events showed a high satisfaction rate with the clarity of information provided, reinforcing the value of conversational education.
While hard numbers continue to evolve as policies mature, early indicators point to a healthy pipeline of prospects who discovered RetireMax through the Alex Brand Promotion and have since moved into the client onboarding process.
Looking Forward
Lessons from the project will inform future campaigns. RetireMax plans to expand the bilingual content library, refine mobile ad schedules to mirror browsing habits, and repeat the community kiosk model in additional counties. By pairing data-driven targeting with genuine person-to-person interaction, the agency is well positioned to serve the next generation of Illinois policyholders and cement its place as a trusted local advisor.