SAGIC are The Salvation Army’s Insurance Company, they have no shareholders and 100% of their profit, which has been over £3 million in the last 4 years, goes back to the Salvation Army. They are ethics driven, not profit driven and are focused on giving their customers the best in customer service as well as pricing. Their previous marketing had been on an Ad-Hoc basis and they had virtually no online presence whatsoever.
Although The Salvation Army are a huge, international name, and part of the very foundation of the United Kingdom, SAGIC did not have the same brand awareness despite being around since 1909.
SAGIC’s main goal was to increase general brand awareness and more specifically were also keen to push their buildings and contents insurance as this is a leading sector of their business.
SAGIC had a relatively modest budget, particularly considering the competitive nature of the insurance industry so we had to be very targeted and creative to get the most out of their budget.
We broke their campaign down into 3 areas, Press, TV and Online activity. We needed to maximise the reach in each of these 3 areas to engage the audiences in both awareness and action. We also needed frequency which was an extra challenge with a modest budget.
All the creative was handled in-house, we were able to start a uniformed branding awareness campaign which previously they did not have.
When buying press we targeted London and surrounding areas which were deemed to be safe (low claim) areas in terms of Building and Contents insurance. As well as maximising their short term business, long term we were seeking clients that posed a low risk to their (and ultimately the Salvation Army’s) profit margin.
SAGIC’s TV budget was also modest so we again had to be very strategic with their TV airtime. In line with the look and feel of their Press campaign, we were also able to continue this with their commercial and guided SAGIC through the whole creative process, from our initial ideas on a storyboard to commercial production. We booked campaigns on Christian TV; because Christians are generous donors and would already support The Salvation Army this was a great place for them to start. Christian TV also offers great ROI’s due to the competitive rates. This ran alongside a targeted TV campaign across SKY TV. We were able to use SKY AdSmart to target an audience who lived in low claim risk areas and were due to re-new their building and contents insurance within the next month. By buying airtime this way, SAGIC were able to directly reach their exact target audience with little wastage.
The third element of their campaign was digital. The campaign included Google AdWords to get to them to the front page of Google. Because of the competitive nature of insurance, this had the potential to be very expensive but with some outside the box thinking this was actually achieved at a cost far below market average per click rate.
The Digital element of the campaign helped complete the online journey for the Customer – making sure that all enquiries driven by press and TV made a smooth journey to the SAGIC homepage rather than losing them to a competitor.
SAGIC were amazed by the increase in online enquiries and calls to their in-house call centre from their targeted multimedia campaign.
We also managed social media for SAGIC, which, although was up and running, had never been utilised. When we took over their Facebook account they had just 23 followers, and quickly grew to an active online community – opening a new sales channel for SAGIC.
SAGICs online presence is still growing and building further momentum and on a relatively low budget SAGIC achieved a multi-layered, effective campaign that reached new customers and created brand awareness.
From the client
We wanted to promote our SAGIC brand but also focus in on our buildings and content insurance.
As newcomers to TV we needed someone to take our hand and guide us through the entire process. TMH were able to put together a targeted multimedia campaign that included, email marketing, digital, TV and Print.
The expertise, flexibility and fast responsiveness of their team has enabled our campaign to be seen by new audiences.
Our online presence has massively grown. Insurance is a competitive market yet they still achieved the first result on Google for our focus keywords. Pay per click and social media campaigns have also increased our reach within our targeted audience. We were really pleased with what we achieved on a relatively small budget.
Managing Director SAGIC
“The expertise, flexibility and fast responsiveness of their team has enabled our campaign to be seen by new audiences.
Our online presence has massively grown. Insurance is a competitive market yet they still achieved the first result on Google for our focus keywords. Pay per click and social media campaigns have also increased our reach within our targeted audience. We were really pleased with what we achieved on a relatively small budget.”
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