Grange Insurance – Product launch strategy
“Marketing Works approaches everything they do like they are an actual employee of your company. If I had to narrow it down to a few words I would say…. Invested, Genuine, Big Picture Thinkers, Strategic, Invaluable, Partner.”
— Michelle Woods, Former AVP, Marketing Strategy & Research
Grange Insurance is a financially strong insurance provider that partners primarily with independent agents who offer auto, home, life and business insurance protection to their policyholders. In response to changes in the marketplace and shifting needs of both consumers and agents, Grange made enhancements to its homeowners’ product and sought out Marketing Works’ assistance for the product launch.
Marketing Works was charged with developing an evergreen marketing strategy that included
- Design of the look and feel of the product branding, keeping in mind how other products are currently branded – including both Grange and its competitors.
- Development of the positioning and messaging associated with Grange PinPoint Homeowners®, including the tone, overall communication approach, and guidelines for how it can be used for each of Grange’s core audiences: agents and their staff, policyholders and associates.
- Creation of a Go-to-Market launch plan strategy and timeline that includes creative concepts, recommended timing and how it works and initiative-specific objectives to guide tactical implementation.