Discover how this insurer established a regional, digital presence, and a scalable marketing solution for its 70,000+ local agents while still maintaining consistent branding and maintaining compliance standards. Despite a robust national marketing presence, one leading insurer realized an untapped opportunity to connect with their existing customer base (and potential insureds) on a personal, local level. Given their strong brand identity and the industry’s significant legal compliance issues, however, it was essential that local marketing efforts be tightly controlled by the national brand.

1. CASE STUDY
NATIONAL INSURER
SEEKS STRONG ONLINE PRESENCE
FOR LOCAL AGENTS

2. Challenge
Despitearobustnationalmarketingpresence,oneleadinginsurerrealizedanuntappedopportunity
to connect with their existing customer base (and potential insureds) on a personal, local level.
Given their strong brand identity and the industry’s significant legal compliance issues, however, it
was essential that local marketing efforts be tightly controlled by the national brand.
Solution
Balihoo built, launched, and registered 3,400 city websites (cityname.InsurerNameLocal.com). By
targeting specific cities in the US, the national insurance brand is able to use geo-targeting to drive
better relevance of their message and increase lead generation. Through the use of unique call
tracking numbers and lead forms, all leads are automatically pushed to agents and tracked.
Based on the success of the initial pilot program, the insurer expanded the program in 2012 to
develop and launch another 2,500 sites on behalf of top-tier agents. These data-driven sites have
been maintained and updated without any effort/involvement required by the agents.The resulting
vanity URLs are available to agents for use in their off-line advertising efforts and other marketing
initiatives. Agents were also registered in such local search engines as Google, Yahoo, Bing and
through the Localeze network using a consistent Name/Address/Phone for local SEO purposes.
Key Objectives
» Establish a regional digital presence.
» Create a digital, scalable marketing solution for the insurer’s 70,000+ local agents.
» Maintain consistent branding and meet compliance standards across hundreds of
markets.
NATIONAL INSURER SEEKS
STRONG ONLINE PRESENCE FOR LOCAL AGENTS
BALIHOO CASE STUDY

3. 2012 Balihoo, Inc.
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balihoo.com
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Results
» 2,500 of the brand’s top state and regional agents now have high-quality sites, each of
which has been optimized for local search and lead acquisition.
» 3,400 city sites in key geographies have been published as part of a complimentary paid
search strategy.
» Each site has its own mobile version, and mobile devices now drive approximately 20%
of web visits.
» Local phone is the preferred response channel for leads with 11 calls placed for every
one web form submission.
» The national insurance brand can view regional or individual agent performance and
consolidated local marketing metrics.
» Beginning in Q1 of 2013, the insurer plans to make an additional 20,000 local sites
available to local agents throughout the US.