brand on demand
summary of NAMIC brand platform development
2
Facebook LinkedIn
90,000
emails/
month
Overview
Founded in 1895, the National Association of Mutual Insurance
Companies ...
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casestudybrand development program
welcome page
Brand Strategy
MWA researched and created a written document known
as a ...
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casestudybrand development program
category options page
Brand Standards Guide
Upon approval of the Brand Strategy, MWA ...
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casestudybrand development program
print ads options page
Print Design
MWA created 3 templates for newspaper and magazin...
66
casestudybrand development program
print ad customization – select ad layout,
image,and personalizecontact info, logo a...
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casestudybrand development program
billboard design options page
Billboard Design
MWA included 3 billboard designs for t...
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casestudybrand development program
online ad design options page
Online Design
MWA designed 1 rail, 1 banner and 1 box t...
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casestudybrand development program
direct mail design
Direct Mail Design
A template for future direct mail pieces was al...
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casestudybrand development program
click play button to view TV spot
Radio Production
MWA conceptualized and produced 1...
11
casestudybrand development program
example of how to customize an ad
headline matches logo color
automatic logo customization
tagline matches headline and logo
photo customization
casestudybr...
13
casestudybrand development program
preview / shopping cart page
14
casestudybrand development program
checkout page
15
thankyou
of 15

NAMIC Brand on Demand Program Overview

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - NAMIC Brand on Demand Program Overview

  • 1. brand on demand summary of NAMIC brand platform development
  • 2. 2 Facebook LinkedIn 90,000 emails/ month Overview Founded in 1895, the National Association of Mutual Insurance Companies (NAMIC) is a full-service national trade association serving the property/casualty insurance industry with more than 1,400 member companies that underwrite nearly 50% of the $200 billion property/casualty insurance premiums in the U.S. Michael Walters Adverting (MWA) was tasked with their entire rebrand. Challenge Develop a brand identity that serves 3 different customers: the mutual insurance agencies, independent insurance agents, and the consumer. Help NAMIC shape the message and create the marketing tools necessary first for the independent agents and brokers so that they know the benefits of a mutual, then for the consumers so that they understand the benefits as well, with the long-term goal of getting consumers to prefer and ask for mutual insurance. Solution Developed a flexible “Brand on Demand” website that enables a participating company to customize resources with its name, logo, and other information. Participating companies have control over how much or how little they want to be hands-on in customizing and handling the logistics of implementation, and the resources allow for agent information so companies can enter into co-op arrangements with independent agencies to provide a cost effective way to market against larger competitors. brand development program casestudy
  • 3. 3 casestudybrand development program welcome page Brand Strategy MWA researched and created a written document known as a Brand Strategy. In it, MWA identified NAMIC’s brand attributes, brand personality, brand essence and brand promise. The document served as an advertising and marketing guide to be used in creating all current and future marketing plans and advertising campaigns. The purpose of the strategy was to make sure all those who work on marketing and advertising materials moving forward stay true to the core messages and beliefs. To establish and create the new brand, MWA developed comprehensive program that allowed NAMIC to launch a new brand identity for its member companies. It consisted of 7 categories:
  • 4. 4 casestudybrand development program category options page Brand Standards Guide Upon approval of the Brand Strategy, MWA created a Brand Standards Guide for use by NAMIC member companies. The Brand Standards Guide consisted of fonts, colors, logo standards and the overall look and feel of the brand to be used on all materials moving forward. In addition to the look and feel of the brand on a visual level, the Brand Standards Guide gave suggestions for copy tone, direction and emotional appeal.
  • 5. 5 casestudybrand development program print ads options page Print Design MWA created 3 templates for newspaper and magazine ads. This template adhered to the Brand Strategy and Brand Standards and acted as a guideline for future newspaper and magazine ads created by the internal marketing and design team.
  • 6. 66 casestudybrand development program print ad customization – select ad layout, image,and personalizecontact info, logo and brand colors
  • 7. 7 casestudybrand development program billboard design options page Billboard Design MWA included 3 billboard designs for the brand with a standard 1:3 ration that could be reformatted to fit multiple sizes and applications.
  • 8. 8 casestudybrand development program online ad design options page Online Design MWA designed 1 rail, 1 banner and 1 box template for all online applications of the new brand. The templates consisted of creative only and advised on any and all programming elements that may be required for NAMIC’s current and future online advertising.
  • 9. 9 casestudybrand development program direct mail design Direct Mail Design A template for future direct mail pieces was also included as part of Brand Strategy. MWA supplied 3 designs with additional designs available upon request.
  • 10. 10 casestudybrand development program click play button to view TV spot Radio Production MWA conceptualized and produced 1 :60 brand themed radio spot with voiceover talent, licensed music bed, studio recording and editing with sound engineer, file transfers, master and archive. Included license of 1 voiceover talent for local broadcast for 1 year. Television Production MWA conceptualized and produced 1 :30 national television spot that could be customized and tailored for local communities. It included concept, copy, voiceover, music, graphics board, video editing of stock footage and licensing for broadcast.
  • 11. 11 casestudybrand development program example of how to customize an ad
  • 12. headline matches logo color automatic logo customization tagline matches headline and logo photo customization casestudybrand development program
  • 13. 13 casestudybrand development program preview / shopping cart page
  • 14. 14 casestudybrand development program checkout page
  • 15. 15 thankyou

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