Integrated Campaign Brings Increased Market Share to LTC Management
LTC Management
Advertising Campaign
Situation
LTC Management is the holding company for two mutuals that provide insurance products to its members in the long-term care industry. NHRMA Mutual, a well-established company, provides workers’ compensation; Midwest Providers Insurance Company (MPIC), a newer organization, offers liability insurance. LTC Management partnered with Jones and Thomas to help them compete with large international companies such as AIG and Cincinnati Insurance.
Primary Goal
Increase market share in the Midwest region in which NHRMA and MPIC operate, and position the companies to expand beyond their current footprint.
Marketing Solution
We began with a series of focus groups among nursing home owners and administrators. These focus groups told us that NHRMA and MPIC offered three distinct advantages that are extremely salient to long-term care facilities: defending homes against questionable claims, basing premiums on the claim history of each individual home, and providing risk management resources. These advantages all contribute to the homes’ ultimate goal—lower workers’ comp and liability insurance costs.
Based on these focus groups, we developed an integrated campaign with a strong theme—How Low Can You Go—that reinforced this ultimate goal. Included in this campaign were:
- A series of three print advertisements, each of which focuses on one of the distinct advantages.
- Trade show graphics to reinforce this theme at trade shows.
- Sales tools, including a series of case studies that demonstrate the specific advantages of the two companies, to be used by the independent brokers who represent NHRMA and MPIC.
- A three-dimensional direct mail piece designed to cross-sell MPIC to current NHRMA members who use another provider for liability coverage. This piece is sent out 2-3 months prior to the renewal date on their current liability policy.
Highlights
Compete against major insurance companies regionally
Developed advertising and online presence to promote services.
Created awareness, interest, and trial to increase market share.
Services
Market research, focus groups, creative strategy and planning, direct mail, web site development, collateral development