Increase in unaided
Increase in “in force”
In 2018, NJM Insurance Group, formally a membership-based company with more than 100 years of success in New Jersey, initiated an entirely new business strategy. The company began offering insurance to all New Jersey drivers and expanded into other geographies. Its first 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.
NJM had to do more than just generate awareness in a cluttered marketplace to acquire new policyholders. 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), while staying true to their strong heritage of service and empathy.
To determine the position NJM could own, Brownstein conducted primary research. The findings surprised us: 84 percent of individuals with insurance are satisfied with their current insurance provider. However, only 54 percent of those individuals are confident they have the right insurance for their needs. That left 46 percent of all covered individuals who aren’t satisfied with their coverage! The messaging opportunity for NJM became very clear—customers deserve to be happy 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 by more than 55 percent from 2018 to 2019.
In September 2018, NJM was also the first insurer in the country to be certified by JD Power for providing an “Outstanding Auto Claims Experience” for personal lines customers.
To support the performance marketing campaign, NJM also turned up its microphone to promote its longstanding commitment to consumer safety, including the Teen Driver Safety Program. As part of our launch strategy, we developed high-profile, unique partnerships with the NBA’s 76ers and SEPTA, and created assets that demonstrate the brand promise as well as activate communities on important safety issues.
The effort garnered some impressive results:
• 42 earned media placements (goal: 24-33)
• 1.2M earned media impressions
• Coverage on all four major broadcast news stations
• 89% of placements mentioned NJM in headline or first paragraph
• 95% of placements included 2+ key messages
• Thousands of teens and parents engaged through Share the Keys presentations