Developing an Effective Brand Strategy Following a Client Rebrand

 Following its acquisition by Howden, A-Plan Insurance was concerned they would see a reduction in prospect acquisitons and reduced ROI as a result of their rebrand.

We supplemented existing successful Direct Mail activity with cheaper offline activities such as Partially Addressed Mail (PAM) and Door Drops (DD) within pre-determined branch catchment postal sectors to drive new policy sales and footfall into branches. We used data selections based on learnings from our already successful activity to create a similar model for the PAM activity to expand contactability. Staggering the release of activity ensured the greatest impact whilst considering other rebranding activity already taking place.

See how, post rebrand, the direct mail campaign delivered an ROI of over 4 times. with additional outcomes and benefits continuing to be recognised.