GRAHAM
The Mid-Atlantic region’s top commercial insurance firm, The Graham Company has a unique approach, but struggled to articulate its competitive advantage in the business environment. BG discovered what genuinely set the company apart – that The Graham Company was changing insurance brokerage from a passive to an active vocation. This formed the basis of a new brand, anchored by the tagline “Actions Matter.”
BG unveiled the brand with an internal launch, followed by a highly targeted public relations campaign to reach external audiences. We created work that emotionally connected with the business audience. We utilized personal and emotional stories from Graham’s clients to create a new website, sales collateral, trade advertising, quarterly newsletter, brand video and social media platforms. With these tools, the Graham team is able to demonstrate its benefits through tangible client-centric examples and testimonials.
The entire campaign set the stage for long-term results. The public relations team continues to execute a multifaceted media relations campaign that in the first year alone yielded 62 feature articles plus 12 bylined articles in key construction industry publications, reaching an audience of over 9 million. Every year we achieve over 50 media placements across construction, manufacturing, human resources, employee benefits, regional business and other related outlets, successfully reaching a highly targeted audience of CFOs and other decision-makers. Our program has also yielded several industry and workplace awards for Graham and recognition by our peers in the communications industry including four Philadelphia Public Relations Society (PRSA) “Pepperpot” awards.