THE CHALLENGE: Give
a decades-old collateral insurance firm a new tagline, stronger
message and a better story. The goal was to reach larger banks
and credit unions by leveraging Kistler’s excellent track
record with smaller financial institutions.
OUR SOLUTION: Working extensively with internal
staff and clients, we uncovered their secret - that although
80-90% of most insurance can be written and covered by almost
any agency, Kistler always went the extra mile to help their
clients. Therefore, their new tagline emerged as “Kistler
Financial Insurance Group, Inc. Covering the basics. Mastering
the exceptions.” With this tagline and
a unique core story, we launched their new marketing message:
announcements, emails, and a letter, culminating with a customized
umbrella with two different hangtags promoting Kistler, one
to existing clients and one to prospects. The campaign also
included a customized PowerPoint sales presentation.
THE OUTSTANDING RESULTS: Kistler now has
a clear and appealing story to tell the larger banks, and the
marketing materials, including the umbrella, are already proving
successful with prospective clients.