Lawley Service Insurance Group of Companies is a full-service insurance agency with a list of services that includes commercial, personal, risk management, and employee benefits. The company was expanding at a rapid rate, with locations across New York and New Jersey. With each branch location operating under a different name, offering different services and using different sales and marketing materials, the company realized it was communicating with a confused brand message. Lawley engaged Travers Collins & Company to conduct a full rebranding effort to ensure all locations had one consistent look, voice, and brand message to key audiences.
Execution
After conducting internal marketing research with Lawley's managers and branch partners, the response was overwhelming in favor of operating under one name: Lawley. With the adoption of the new name and an all-encompassing tagline - Rest insuredSM - the company set out to update all communication tactics with Travers Collins & Company including a new website, sell sheets and collateral materials.
The web challenge was to create one vehicle that would help both current and new clients understand Lawley's full capabilities. Addressing all services including personal and commercial insurance, as well as risk management and employee benefits, was a challenge met through clear site navigation and data access. Meeting sales and marketing objectives, a specific call to action was implemented and promoted for each service area.
Results
The result was a clear, concise brand that audiences can understand and recognize. Furthermore, the Lawley website, with its content-managed functionality, was well received by both internal and external customers. Site visits and related lead generation increased by thirty percent within three months of implementation. Continuous review of site analytics has produced actionable initiatives across business segments and a direct tie to ROI.
