Ryan Wilson, a Muskegon-based Farm Bureau Agent, was looking to increase recognition and credibility in the Muskegon Community. He first met with Carly Crow, the Integrated Marketing Specialist at RC Productions (RCP), in June of 2009, and now they now meet once a week.
Since then, Wilson and Crow have utilized integrated marketing strategies to deliver a strong message, which has led to multiple leads and written policies. He even had to hire additional staff to help with internal processing and customer service generated from the new business gains.
“Ryan, I see you everywhere—on billboards and Checker’s [a local fast-food restaurant] receipts,” Mary Beth Ramos posted on Facebook.
Wilson’s campaign strategy utilizes multiple media—traditional, social, and web-based—and maximizes their effect by using each to brand Ryan Wilson as the go-to insurance agent while simultaneously promoting other initiatives.
For example, ryanwilsonagency.com offers a Facebook feed and a twitter link, both of which promote his social media efforts.
Traditional media is used to direct consumers to the web-based outlets and reinforce top-of-mind awareness. Everything from TV spots to placemat ads drive traffic to the website by giving customers a reason to click, such as “chat live with Wilson at www.ryanwilsonagency.com.”
Each medium is dependent upon each other, as shown in this example.
Customer response is measured in multiple ways. On the web, RCP tracks conversions by following website traffic from web ads and pay-per-click campaigns, and monitoring customers’ time and interaction on the site. For example, if someone searches “cheap auto insurance” on Google, RCP is able to track who clicks on Ryan’s ad and fills out a quote request on his website. Direct mail campaigns are tracked through offers that are only redeemable with the postcard, and exclusive offers are sent via Facebook and text messages.
The combination of a strong message and a smart campaign has brought about a higher level of awareness in West Michigan and increased business for Ryan Wilson, and his customer service retains that business. Wilson and Crow plan to stay strong and consistent in the market and try new things as they come. Wilson’s story is encouraging to others who are intimidated by advertising and don’t know where to start.
Let RC Productions put together an integrated marketing campaign for you today!
A list of all mediums Ryan has used:
Johnny Advertising
Restaurant Coupons
Sports Arena Banners
TV Commercials
Web Advertising – Banner Ads, Pay-Per-Click, Facebook Ads
Website
Social Media Campaign
Bus Bench Advertising
Radio Advertising
Billboard Advertising
Text Messaging Campaigns
Event Sponsorships
Placemat Advertising
Newspaper Advertising
Direct Mail Campaigns
