Vertafore
Position: Brand Manager
“Because” Brand Campaign
In late 2021 / early 2022, Vertafore developed the “Because” brand campaign, which focused on telling Vertafore’s vision for the insurance industry through the perspective of our ideal customer.
Messaging:
As a company made up of multiple products servicing different needs within the insurance distribution channel, it was crucial to educate our ideal customer on our holistic brand vision.
Vertafore’s core differentiator is a customizable tech stack that links data through every facet of the distribution channel. To our ideal customer, that translates to technology that meets an agency’s needs, automates manual processes, provides insights, and is scalable for future growth. Ultimately, it allows for agencies to focus on what matters to them, building relationships with their customers.
Strategy:
After determining our ideal customer profile, we decided on the brand touchpoints where we wanted to focus our efforts:
Insurtech sponsored events and conferences
PPC advertising
Social media
Email
We used these channels to drive our audience to a brand campaign page that offered varying content explaining our story, vision, and our position in the industry. We used unique CTAs and interactive quizzes to drive viewers to educational content landing pages, packaged product pages, and free consultation offers depending on the quiz answers and stage of the buyer’s journey.
Goals and KPIs:
For goals we established:
Increase web traffic by 10% over 2 months
Drive 100 MQL by end of year
Increase social followers by 5% over 3 months
For overall brand awareness we tracked:
Web traffic to our homepage and brand story page
Social media engagement and follows
Brand mentions
For content efficacy we tracked:
Open rate and CTR
Bounce rate
Time on page
Conversion rates
SERP for targeted longtail keywords
2022 Brand Refresh
PROJECT:
In March 2022, Vertafore finalized a brand refresh that saw significant updates to our brand and story. Throughout 2021, I worked with Vertafore’s executives and The Manifesto Agency to steer the direction of this initiative.
APPROACH:
The first objective was to update Vertafore’s purpose and vision. This anchored the direction for our brand story and subsequent “Because” campaign.
Afterwards, we updated our visual strategy, personality, voice, and tone to reflect our core updates. Our mantra was “simple, smart, and human.” The result was an expanded brand and style guide, redesigned brand collateral and templates, and updated sales collateral.
INTERNAL ADOPTION:
Employee brand education was crucial for a successful refresh launch. We needed all employees to understand how to use and incorporate the new materials in their day-to-day.
In addition to a educational webinar, we designed a brand hub in our company Sharepoint that would educate employees, provide access to all brand materials, and be a direct link to the brand team for any crucial needs.
RESULT:
Adoption of new brand materials increased over prior brand updates. Site numbers revealed 80% of the employees visited the brand hub in the first month of the launch and 70% downloaded materials.
Internal company requests for the creative team also dropped by over 25% within the first two months.
The Day to Day
As Vertafore’s brand manager, part of my responsibility was to work as a copywriter, designer, video editor, and photographer as needed, while also managing a team of talented designers and editors.
Making sure our team upheld brand standards across multiple platforms, projects, and internal clients was a core part of my responsibility in the role.
COLLATERAL:
The examples shown are just a sample of the work that I was either a sole or partial contributor.
Examples include: Infographics, eBooks, Success Stories, Event Graphics, Print and Digital Ads, Data Sheets
