The Challenge
At a time when businesses must compete for consumers' attention more than ever, the leadership team of Farmers Union Insurance, a mutual insurance company based in Great Falls, Montana that also has a network of 60+ insurance agents across the state, was concerned about the questions they were hearing...
- "Is Farmers Union Insurance part of State Farm — or Farmers Insurance?"
- "Do you have to be a farmer to get insurance through them?"
- "Do you have to be part of a union?"
- "Do your agents only sell Farmers Union Insurance?"
Studio2 worked with FUI leadership to address these challenges and create modern branding and websites to enable clear marketing messages and position both the insurance company and its agency group for future success.
Our Approach
Company Naming
Through discussions with FUI leadership and after surveying the competitive landscape, Studio2 recommended separate names for the insurance company and the agency group. Studio2 went to work brainstorming potential names that would stay true to its Montana roots while staying open to further expansion in the region. It was also important for the name to be differentiated from competitors, and have an easy to remember website URL that was available. We then led their leadership team through a collaborative multi-phase approach which considers both subjective and objective factors, and the name Summit States Agency Group was chosen.
Logo Designs
Through discussions with FUI leadership and after surveying the competitive landscape, Studio2 recommended separate names for the insurance company and the agency group. Studio2 went to work brainstorming potential names that would stay true to its Montana roots while staying open to further expansion in the region. It was also important for the name to be differentiated from competitors, and have an easy to remember website URL that was available. We then led their leadership team through a collaborative multi-phase approach which considers both subjective and objective factors, and the name Summit States Agency Group was chosen.
Brand Style Guide & Marketing Materials
Studio2 created a style guide with detailed information to show agents how to use the new branding on its own, or for co-branding purposes combined with their own agency names. Business card and letterhead design templates were created to get the rollout of the new branding off to a solid start.
Websites
Studio2 also created new websites for both Farmers Union and Summit States. The new Farmers Union site provides policy-holder service and serves as a recruitment hub for new agents. The site also drives traffic to the new Summit States Agency Group website. The Summit States site is focused on the insurance services provided by the agents, and it showcases helpful individual agent pages through a robust agent finder.
Results
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Getting It Right
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