brief objectives & researchart.bradley.edu/will/files/2021/05/team_riley.pdf · 2021. 5. 6. ·...
TRANSCRIPT
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Riley Egan, Aidan Conklin, Carmen Torres
OneFire MICA Brand Refresh
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Brief Objectives & Research
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Objectives
● design and implement a plan to create a more effective web presence that differentiates MICA and attracts/converts targeted prospects
● leverage existing risk management content as a valuable thought leadership asset
● update corporate positioning to support distinction and align with target audience needs
● discover and understand the buyer’s journey and use that to guide marketing strategy and tactics
● create an inbound/outbound growth strategy
● shorten the sales cycle and improve close rates
● increase customer lifetime value (policy and member retention)
● leverage existing customer/prospect email databases of 12,000 email contacts
● nurture lost customers and missed opportunities (quoted, not bound)
Research - Design Brief
DESIGN BRIEF
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The campaign’s target demographic will...
● independent physicians and surgeons (MDs and DOs) in solo or
group practice, who may or may not own a medical facility, as
defined
● Practice Administrators
● AHPs
● appointed independent insurance agents who sell MPL
insurance
● not included: dentists, chiropractors, snake oil salesmen, etc.
Research - Audience Profile
AUDIENCE PROFILE
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Research - Message
MESSAGEOur campaign will seek to...
● establish clear differentiation in the space from competitors and other medicinal malpractice insurance companies
● successfully implements inbound or outbound marketing
● stands out from previous corporate positioning which is now somewhat dated
● maintains a knowledgeable, committed, and responsive reputation
Our campaign will utilize the following touchpoints...
● a redesigned logo and an updated tagline
● an Instagram campaign through posts and stories
● a virtual brochure to send out to email subscribers
● a redesigned informative website (homepage, information page, etc.)
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Brand Identity
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Brand Identity - Moodboard
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Brand Identity - Logo
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Brand Identity - Logo
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Brand Identity - Animated Logo
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Touchpoints
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Brand Identity - Digital Advertising
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Brand Identity - Digital Advertising
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Brand Identity - Facebook Campaign
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Brand Identity - Instagram Campaign
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Brand Identity - Instagram Campaign
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Brand Identity - Twitter Campaign
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Brand Identity - Brochure
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Brand Identity - Brochure
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Brand Identity - Website Design
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Brand Identity - Website Design
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Brand Identity - Website Design
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Brand Identity - Conclusion
Our MICA brand refresh has the opportunity to promote a successful campaign because...
● the campaign establishes a clear differentiation in the space from competitors and other medicinal malpractice insurance companies.
● the campaign successfully implements both inbound or outbound marketing.
● the campaign stands out from previous corporate positioning which is now somewhat dated.
● the campaign maintains a knowledgeable, committed, and responsive reputation.
● the campaign ignites the interest of the target audience and leaves a lasting impression.
● the rebrand is easy to follow/understand, modernized, and up-to-date with successful design trends.
CONCLUSION