Rockingham Insurance (previously Rockingham Group) believes in providing great service and has been helping generations of policyholders in Virginia for over 150 years. While this quality-focused insurance company has a rock-solid foundation, its brand didn’t accurately reflect the company’s vibrant energy and deep roots in the community.
Starting with strategy
Rockingham Insurance prides itself on providing customers with coverage that’s right for their unique situations — not just the cheapest rate that doesn’t truly come with solid protection. Interviews with internal stakeholders, agents, and customers showed that Rockingham delivers excellent customer service, which is reflected by its strong retention rates among policyholders. However, there was an opportunity to build a more robust marketing program that supported agents in communicating why Rockingham stands apart from other insurers.
Brand Guidelines & Standards
Animated Ads & Commercials
An advertising campaign that included TV, radio, billboards, and digital ads introduced the modernized Rockingham brand to the market. The campaign promoted their four primary products: auto, home, farm and business insurance in key target areas. Additionally, a new, more responsive website that was more intuitive and easier to navigate, was unveiled along with new microsites for each of their exclusive Rockingham agents.
As the Rockingham brand has evolved, the creative has evolved with it. Updated commercials were produced around the concept of a bargain meaning sometimes getting half of what you want rather than all of what you need. This was played out in three different ways – at a birthday party, with the coverage of half an umbrella, and only half a mowed lawn.
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