The Wolf Insurance Agency has a marvelous reputation for providing insurance services to clients, but like many businesses, its main marketing goal centered on reeling in more customers. With multiple competitors, from local agencies to national insurance brands, standing out was a challenge in a marketplace where consumers search for the best rates and reliable service. That’s where SWBR stepped in to build a proven and maintainable marketing plan.
The challenge was to boost the brand profile and establish a digital footprint for Wolf Insurance to help drive continuous lead generation. To accomplish this, we created a two-phase approach. In Phase 1, we created a multi-channel digital marketing campaign to drive traffic to Wolf’s website. And in Phase 2, we revamped the Wolf Insurance website to more directly pair ad messaging to corresponding landing pages for specific insurance types.
When you run a service business like providing various insurance coverages to clients, acquiring new clients is always part of your business model. To find new clients, we utilized search, display and social media ads to blanket the region with key messaging for anyone searching for new insurance. The ad creative was created to appeal to different audience demographics, and to specific insurance types. We also used ad tracking to pinpoint campaign visitors, allowing us to gauge form completions by campaign channel. And we continually optimized campaigns against this data.
The ad messaging evolved over time, but the marketing funnel we built thrived year after year. The campaigns built the Wolf Insurance brand, but most importantly, the campaigns drove an 80 percent increase in website traffic and a sustained year-over-year, 20 percent increase in qualified leads via form submissions.
Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.
When he’s not working, Ernie enjoys spending time with his wife and daughters. He’s also an avid golfer still searching for his first hole-in-one.
