| Sinopsis | SITUATION: Though LCI was founded in 1989 as a workers’ comp provider for Louisiana construction firms and related industries, the company was eager to increase brand awareness, while driving sales in virtually every sector of business across the state. RECOMMENDATIONS: Employing media plans that targeted business owners and independent insurance agents across the state, Cerberus launched LCI's Welcome To The Party online and print ad series. Initial executions cast actors representative of the types of businesses that were invited to join the workers' comp provider, communicating that LCI wasn't just for the construction industry anymore. Today, LCI's Put Us To Work For You series features an LCI representative working alongside local business owners such as mechanics, tattoo artists, baristas, schoolteachers, makeup artists, and more to comedic effect. The media plan also added a statewide radio campaign to the mix of consumer and industry print buys and online advertising. RESULTS: The first three months of the campaign, LCI saw consecutive monthly premium increases during what had traditionally been slow months for the company and industry as a whole. In fact, LCI broke a longstanding record by receiving more submissions in a single month than ever before, a mark that had stood for 8 years. In just the third month after launch, LCI also received submissions from a record number of separate Louisiana insurance agencies—again, the most ever in a single month. In year two of the campaign, revenue rose 54%. The number of agents writing LCI policies has also ballooned 23% since the campaign’s launch in the fourth quarter of 2011. Remarkably, in Q3 and Q4 of 2014, the number of policies increased from 3,000 to 4,000, another upsurge of 33%. The numbers continue to rise. At years end in 2016, LCI's remarkable growth has led them to be named the largest SIF in the state. |
