increase in “in force” auto policies
increase in new website users
increase in unaided brand awareness
In 2018, NJM Insurance Group, a company with 100 years’ success in the state of New Jersey, initiated an entirely new business strategy. The company was moving from an affinity model to a direct-to-consumer model in its home state of NJ and expanding into other geographies. Its first step in this expansion was the greater Philadelphia market.
Home and auto insurance is an extremely competitive, high-spend category dominated by large national brands. NJM had virtually no brand awareness outside New Jersey—which itself was constrained—and was no match for the ad spend and reach of its well-established national competition. Even so, NJM’s goals to bind new policies were ambitious.
In order to acquire new policyholders, NJM had to do more than just generate awareness in such a cluttered marketplace. They needed to clearly define their prospective audience and develop a performance marketing plan that would leverage the full communications funnel (awareness, consideration, intent, and conversion), and stay true to NJM’s strong heritage of service and empathy for its customers.
To determine the position NJM could own, BG conducted primary research. What we found surprised us: 84% of individuals with insurance are satisfied with their current insurance provider. However, only 54% of those individuals are confident that they have the right insurance for their needs. That left 46% of all covered individuals who weren’t confident in their coverage! The messaging opportunity for NJM became very clear – customers deserved to be both satisfied with their coverage and confident in their protection. The brand positioning became “NJM provides confidence in your coverage, so you can focus on the moments that matter.”
In the first year of the campaign, unaided awareness doubled, and among those aware, 40 percent said the advertising had a positive effect on their consideration of the brand. In fact, “in force” auto policies increased over 55 percent from 2018-2019.
In September 2018, NJM was also the first insurer in the country to be certified by J.D. Power for providing “An Outstanding Auto Claims Experience” for personal lines customers.