Help Starts Here.
Insurance agencies are increasingly offering bundles for your car, home, motorcycle, and now, your boat. How does locally-owned franchise organization compete with huge insurance ad buys ($6.5 billion/year)?
Our solution was a campaign called “Help Starts Here.” Help Starts Here means more to us than “do you need a tow?” Helping is not something we happen to do; helping is the core of who we are as Captains. It speaks to our moral character, our passion for safety, and our insane love for being out on the open waters.
The ad buy was laser-focused and leveraged more cost-effective digital platforms. National advertising was coupled with targeted local buys. New customer journeys captured and converted. New boater lists were cross-referenced with Neilson audience segmentation to allow for great storytelling. Creative included: Magazine and newspaper advertising, direct mail, website graphics, Facebook and Instagram, digital ads, customer journeys, landing pages, and virtual boat shows.
Integrated Media Buy:
- Top Tier Magazines
- Local Newspapers
- Direct Mail to New Boaters, Expired Boaters and Trial Members
- Covid Response through Facebook and PR
- Video & Animated Spots on all Social Channels
- Virtual Boat Shows
The results were tremendous. Sea Tow had a membership growth of 8.17%, the largest growth in two decades.