case history:

fhm insurance company

"Since we hired Patterson Marketing to help us build our market image, we've seen a whole new level of enthusiasm among employees and our presence across the state of Florida is consistent and professional," said John Bledsoe, Director of Marketing. "We are absolutely thrilled with our new look and the quality of our marketing materials and web site. Everything is looking really good now - including our sales revenues!"

what we saw... Although FHM has been a leading workers' compensation insurer for nearly half a century, the company lacked a brand image and cohesive marketing program.

what we did... Patterson Marketing conducted market perception research utilizing interviews with insurance agents and current/past FHM policyholders. The findings:

• Personalized customer service and excellent claims management was overwhelmingly sited .

• Internally, this personalized service approach was known as the "FHM Touch." However, FHM did not communicate this well in the marketplace .

• While customers knew of FHM's quality and service, the rest of the market had no perception of this.
• When comparing insurers, FHM offered the best overall value by generating the lowest overall costs, yet this point was not being communicated to the market.

how we wrote our policy to do more... Patterson Marketing developed complete key messages, positioning and brand identity for FHM. The company's internal "FHM Touch" was refined into clear customer benefits, and communicated to the marketplace in the company's new tagline - "A Policy to Do More."

Patterson Marketing drove home FHM's messages of better service, lower overall costs and experience with a series of promotional materials featuring the new tagline. An up-to-date graphic identity was also developed for FHM. The new look was incorporated into all advertising, printed materials, web site, CD-ROM presentations and more for a consistent, polished and "together" feel.

and what's more...

To build enthusiasm internally, Patterson Marketing helped to develop a campaign kickoff presentation at FHM. The event helped communicate how important employees were to the FHM Policy to Do More campaign. It also helped train employees on the company's new theme and key messages.

marketing with brains...

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