Celebrating
90 years of Amerisure success – by creating more
success.
Situation:
Amerisure, a regional
property and casualty insurance group, recently celebrated its
90th anniversary. A service-driven company, Amerisure sees its
success as a function of how well its corporate and service-center
employees meet the needs of the company’s agency partners
and policyholders.
Goal:
Leverage the occasion of Amerisure’s anniversary
to energize the Company’s customer-service activities,
while positively influencing its policyholders and partner
agents.
Strategy:
Recognize, reward and reinforce the service
message among Amerisure employees, while sharing the historical
roots
of Amerisure’s unique customer-centric approach to policyholders
and agents. Smith-Winchester developed a media relations
campaign focusing on Amerisure’s 90 years of customer
service. The campaign targeted local consumer and business
media,
national and state insurance publications, and trade associations,
which endorse Amerisure products and services. In addition,
Smith-Winchester created a 20-page, full-color commemorative
brochure summarizing Amerisure’s history, with an accompanying
12-minute video for distribution and viewing at a celebration
event for over 600 employees.
Results:
The media relations campaign netted a combined
media circulation of over 392,000. Employees and company management
reported consistently positive reactions to every aspect of
the program, contributing to a record year for Amerisure.
