Insurance as an expression of community.

Northern Neck Virginia Insurance was a diamond in the rough: solid, stable, and unimpressive to the casual observer. The company had a fiercely loyal customer base, strong brand attributes, financial strength — and a hunger for relevance. 

The Work:

Brand and business strategy led a shift to a people-centric, purpose-driven business model and comprehensive growth plan that encompassed a reorganization, product overhaul, technology strategy, and building a customer experience and consumer marketing program from the ground up.

Core insight: Insurance is an expression of community. 

Concepts: 

• Membership means more than customership
• Strength starts at home
• Belonging as brand promise
• The internal team is the first circle of community

Impacts: 

• Created brand narrative and strategy
• With CEO, implemented 3-Year Transformation Plan and Leadership Alignment System
• Designed Voice of Customer Program
• Facilitated Core Values
• Build and Lead Digital Marketing Team