Our Work
AXIOM Mutual Insurance Company
New Brand Name Launch
AXIOM Mutual Insurance Company was the new brand name representing HT&C Mutual Company; the amalgamation of Hay Mutual and Town and Country Mutual Insurance Companies.
The Ask:
Launch HT&C’s new brand internally to their team and externally to their customers and stakeholders.
The Challenge:
Aside from the usual challenges of merging two companies, a key member of HT&C’s marketing team was going to be off for during the execution, leaving a big gap in the team’s capabilities.
We also needed to accomplish a huge amount of work in a short period of time.
The Solution:
Hart Direction committed to using the best brand and marketing strategies to ensure a successful brand name launch. We developed a strategic plan, aligned with launch ideas, creative, and tactics, with schedules for milestone timelines and delivery. One of our main goals was to guide their marketing team along the way by offering consultation, best practices and keeping everything on track.
The Result:
Launches can be very stressful. Hart Direction does a good job at keeping “it cool”. We were able to assure AXIOM every step of the way that everything was taken care of.
Everyone from employees to stakeholders and industry leaders were impressed with the professionalism of the launch – this is where we want our customer to shine and take all the credit they deserve. The launch was deemed a success.
It was vitally important to time the brand launch perfectly with external announcements. To do this, Hart Direction developed a media list and press release, and facilitated its deployment the day of the launch. Everything came together seamlessly with a spectacular reveal on launch day. All HT&C’s social media platforms appeared with updated AXIOM profiles and rebranded graphics. Social media posts, print ads and series campaigns supported their launch in geographically targeted community newspapers, radio and exterior signage.
The brand and marketing tactics:
- Brand messaging framework and communications.
- Print ad series
- Social media name changes, profile updates and merges
- Social media campaign
- Video
- Promotional Items / package for internal launch
- External launch event
- Internal document rebranding
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