PHILADELPHIA, PA – February 26, 2018 – Brownstein Group (BG), the longest-running independent marketing communications agency in Philadelphia, announced today that it has been selected by NJM Insurance Group (NJM), the longtime New Jersey insurance provider, as Agency of Record (AOR) for its launch into Pennsylvania.
After more than a century as one of New Jersey’s leading insurers, NJM partnered with BG to help carry its nationally-acclaimed reputation into the saturated and competitive insurance market in Pennsylvania. Following a period of in-depth research into the brand and its unique value proposition (at the core of which is its commitment to policyholders – not stockholders), “customer service excellence” emerged as one of the key attributes that would set NJM apart from its competitors. BG set to work developing a campaign that would focus on NJM’s dedication to personal connections and protecting the assets of those they serve.
“We began with empathy as our guiding principle,” said Marc Brownstein, President and CEO of Brownstein Group. “The most powerful idea we needed to convey was that NJM truly understands that their customers have worked hard for the assets they’ve acquired, so their insurance company has an obligation to safeguard those assets. This campaign is intended to introduce people in our area to a different kind of insurance company, one with a singular focus on fulfilling that obligation to its customers.”
When NJM engaged BG, they were a brand that had established long-term relationships in their state based on superior customer care, so they could rely on positive word-of-mouth and a stellar reputation. A move into Pennsylvania meant reaching a new audience, which BG and NJM felt could be best accomplished through an emotional connection. By asking customers where they make their memories, the agency was able to remind people that the everyday places they inhabit (their cars, their homes) aren’t just things; they’re where life happens. To that end, the campaign concept illustrated that items so special should be protected by insurance that’s just as special.
(Click here to see the commercials from the NJM Insurance Company campaign.)
“NJM exists for the sole benefit and service of its customers, and our existence as a company depends on how well we’re meeting their needs,” said Bernie Flynn, NJM President and CEO. “BG quickly understood and appreciated the special relationships we look to build with our customers, and we’re delighted to have found a partner agency that can help us translate that relationship in creative, meaningful ways.”
Using sophisticated technology and new tactics like drone videography, BG developed a campaign that combines traditional print advertising with out-of-home (OOH), television, radio, and digital assets (like homepage takeovers, programmatic display, and social media) supported by e-mail and direct mail campaigns to target audiences.
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About Brownstein Group
Brownstein Group is the longest-running independent marketing communications agency in Philadelphia. Founded at the height of the Creative Revolution in the town where the advertising industry began, Brownstein Group is known for its fierce pride and fearless approach, the kind that can only be born out of boundless passion and nurtured in a place with a little bit of grit and a whole lot of heart. Brownstein Group offers full-service, integrated solutions, with expertise across all disciplines including brand strategy, advertising, public relations, social media, and digital services.
BG is relentless in the pursuit of breakthrough ideas, but dedicated to its clients and people. Named one of Ad Age’s Best Places to Work and a Fortune Top 100 Best Places to Work for Women, Brownstein Group’s clients include IKEA, United Healthcare, Comcast Xfinity, Saint-Gobain North America, Wawa, Western Union, the Philadelphia Auto Show, La Colombe, LEGOLAND® Discovery Center and DuPont Sorona®. For additional information, visit www.brownsteingroup.com.
About NJM Insurance Company
NJM operates in a mutual fashion for the sole service and benefit of its customers. Founded in 1913, NJM’s mission is to provide value-based insurance with the highest levels of service, integrity, and financial stewardship. The company writes personal automobile, homeowners, renters, umbrella, motorcycle, classic car, and boat insurance for consumers, and workers’ compensation coverage for businesses. NJM has earned a reputation as among the best insurers nationally for customer and claim satisfaction, based entirely on policyholder feedback. Headquartered in West Trenton, NJ, NJM employs nearly 2,500 workers. For more, visit www.NJM.com.