Driving consistent year-over-year growth.
From designing a new identity, omni-channel campaigns, and digital experiences to organizing community events and PR—Rachael’s work resulted in consistent year-over-year growth and Pippel Insurance Agency’s rise as an industry leader.
Not just another insurance agency.
Pippel Insurance differentiated themselves as a community builder and positive influencer with the creation of Uplift Alaska.
The power of community.
Part of the rebrand strategy for Pippel Insurance included establishing Pippel Insurance as a positive, community-focused brand. Market research identified mistrust of insurance agencies for self-serving tactics as a challenge to overcome. Rachael initiated the creation of Uplift Alaska sponsored by Pippel Insurance, organizing community events and fundraisers to support the Alaskan community. She managed the development of the Uplift Alaska brand, all community engagement campaigns, PR, website, social presence and blog, and created a vibrant and engaged community of support and brand advocacy for Pippel Insurance.
Modernizing a 60 year old brand.
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The challenge
Market research revealed a lot of mistrust of insurance agencies. Pippel Insurance needed to overcome the perception that insurance agencies are dishonest, difficult and self-serving. Pippel Insurance had significant loyalty from their customers and a great reputation in the Alaskan community, but wished to further differentiate themselves as a positive community-builder.
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The approach
A brand is more than just a logo. In order to give Pippel a rebrand that differentiated them as community-focused market leaders, everything from marketing communications and new client care and onboarding would need consideration to ensure it aligned with Pippel's forward-facing brand ethos.
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The solution
The new logo design, omni-channel marketing campaigns, radio spots, video commercials, conversational cold-calling prompts, community-focused events — everything Pippel Insurance engaged in was rooted in their new tagline: Protecting. Not Neglecting. Pippel was able to establish themselves as "not just another insurance agency" but a brand committed to doing good and serving their community.
A brand evolution
The previous brand identity did not reflect Pippel Insurance’s modern approach and ease of doing business, or commitment to protecting the Alaskan community with dedicated and relentless diligence and care.
A new identity was needed to establish Pippel Insurance as a trusted, premier brand:
Pippel Insurance
Protecting. Not Neglecting.
Building trust.
Through performing market research and client surveys, closely monitoring campaign performance and building an engaged community, Rachael led and executed an effective rebrand of Pippel Insurance. The rebrand reinforced their brand perception as a trust-worthy, reliable and conscientious agency. Rachael developed marketing materials that fueled consistent growth while supporting the community.
Role:
Marketing and Creative Director
Led re-brand, creative and marketing strategy resulting in Pippel Insurance Agency’s consistent growth year-over-year, and rise as an industry leader
Hands-on design execution, including the logo design and brand standards, omni-channel campaigns, digital experiences, experiential displays, and engagement and educational materials
Strong brand activation and monitoring, including regularly providing market research and strategy, and studying campaign performance and customer feedback
Provided creative direction and managed external agencies and vendors to produce video content, commercials and brand photography, and managed all media buying
Organized community events and fundraisers to celebrate and support the Alaskan community and managed all PR, creating a vibrant community of support and brand advocacy
Designs copyright Pippel Insurance Agency. All rights reserved.