Newman Insurance serves its customers from 10 offices in Eastern Ontario. This general insurance broker has been in business for over 100 years representing a number of companies providing home, auto, farm and commercial insurance solutions for their clients.
Over the years, word-of-mouth has been an important source of referrals for the company. Additionally, Newman Insurance has worked hard to increase its customer base using traditional marketing platforms such as radio, newspaper and yellow pages advertising. As the effectiveness of these channels shrinks in proportion to the value of digital marketing, the company recognized the need to explore online options.
In an effort to move ahead of its competitors, Newman Insurance chose to work with Build Marketing to maintain and continue to grow its business by marketing to a new generation of social media customers.
Our discovery process included several meetings with key team members of Newman Insurance as well as researching their marketplace and industry to better understand what they do and who they want to reach. Out of that consultation we created a social media strategy for growing Newman’s audience online and developing expanded reach and engagement.
We assumed management of Newman’s Facebook and Twitter feeds and developed a company page on LinkedIn. Along with regular posting of curated and created content, we also develop and manage social media contests for follower growth and engagement. In addition, we provide Facebook ad management.
When we started the social media program, Newman Insurance had an older website that had a dated look, wasn’t optimized for mobile devices, and didn’t allow for easy updating of content. We developed a new website with a responsive design on a content management system to allow for blogging and company news updates.
The design of the website also included development of a style guide for use of corporate colours, fonts and other elements that we have used in the design layouts for Newman’s print advertising. This delivers a more polished, cohesive look to the marketing materials in whatever formats the company appears in.
Our social media efforts for Newman Insurance have delivered steady growth of their online audience. On a weekly basis the company reaches an average of 75K people (and growing) on Facebook and Twitter. Newman’s Facebook ads deliver regular online traffic to the company’s website and the monthly leads generated are equal to or greater than those from other marketing channels.
The development of the new website and use of social media marketing helped Newman Insurance achieve recognition by the Centre for Study of Insurance Operations as a CSIO Technology Leader.