NJM Insurance: Breaking Through a Crowded Market
Broadcast - Radio
Broadcast - Television
Direct Marketing
Out of Home Advertising
Project Overview
When the second-largest insurance provider in New Jersey moved into the Pennsylvania market, they turned to Brownstein Group to find ways to resonate with a new audience.
Details
In order to acquire new policyholders in Pennsylvania, NJM had to do more than just generate awareness in a cluttered marketplace. They needed to clearly define their prospective audience and develop a performance marketing plan that would leverage the full communications funnel (awareness, consideration, intent, and conversion), and stay true to NJM’s strong heritage of service and empathy for its customers.
Brownstein Group determined that an emotional connection was needed with NJM’s new audience, and asked customers about the places that mattered most to them. The resulting messaging reminded people that the everyday places they inhabit, such as their cars and homes, aren’t just things—they’re where life happens. For items so personal, the insurance that protects them should be too.
Brownstein Group determined that an emotional connection was needed with NJM’s new audience, and asked customers about the places that mattered most to them. The resulting messaging reminded people that the everyday places they inhabit, such as their cars and homes, aren’t just things—they’re where life happens. For items so personal, the insurance that protects them should be too.
