Hukill Hazlett Harrington Agency, Inc.
Pitzer and Associates
Trailer Marketing, Inc.

Company
Hukill Hazlett Harrington Agency, Inc.

Situation/Goal
This successful medium-sized insurance agency has never developed a brand for itself, even though it has been in business for over 160 years. Their clients are conservative and varied. Currently their name is confusing as to what business they are in. Hukill Hazlett Harrington needs an identity with a positioning statement that will fit their markets and describe who they are.

Along with that they need something that their sales force can give to potential and current business clients. In order to compete with the larger agencies they need something that can describe who they are today and what their capabilities are.

The last area we need to tackle is lead generation. While people know about their agency they want to increase business significantly in the short term.

Solution
We begin at the beginning with the development of a brand. Not only do we design an identity that pleases the client, but one that expresses the stable, knowledgeable, agency that they are. A simple positioning statement (tagline) is chosen that states who they are, The Insurance Professionals. A well thought out brand that will last them many years to come is important.

After the brand is developed we move to a corporate capabilities brochure that tells their story and much more. Not only have they been in business successfully for 160 years, but they also provide services to their clients that many agencies do not offer. The unique selling proposition is determined by interviewing owners and employees and determining the areas of greatest differentiation for the firm. A professional brochure is written and designed that explains this in detail.

In order to achieve their goal of lead generation we develop and implement a business-to-business telemarketing program. Marketing Pathways, Inc. not only researches and purchases the list based on targeted criteria, but also writes all scripts, designs forms and makes all calls. The results of the program are overwhelming and many sales are gained for the agency with this plan.