Wallace, Welch & Willingham

Wallace, Welch & Willingham is an insurance company that provides a variety of insurance products to its clients.

Their portfolio includes commercial, homeowners, auto, boat and life insurance as well as employee benefits coverage. Wallace, Welch & Willingham (W3) has been in business over 95 years and they have offices in St. Petersburg and Sarasota, Fl.

Deliver more requests for boat insurance quotes.

In the past, W3 had the majority of their leads for marine insurance come from referrals and word-of-mouth. Running outbound ad campaigns delivered limited results, and there was difficulty targeting this niche audience. Some of the challenges they faced in the past include:

Market awareness: W3 has a great reputation as an insurance and risk management provider, but marine insurance remains one of the smaller divisions within the organization. They needed to increase the visibility of this line of business.

Low ROI: With limited resources, every dollar spent on ads needs to deliver. Previous campaigns were limited in their ability to track attribution, resulting in lower than hoped for return on investment (ROI).

No targeting: Lacking the ability to specifically target this niche audience in past campaigns also led to low ROI and conversions.

Low visibility: The marine site has its own domain, and needs traffic to be driven to the site, as it has less organic traffic and visibility.

Limited content: To increase visibility and be seen as a helpful resource to people looking to protect their boats, they needed to increase the amount of user-focused content.

Content marketing and programmatic advertising.

We knew it was important for their marketing to hone in on a specific audience — boat owners — with a specific type of insurance — boat insurance — to be effective.

Persona-driven content development: If W3 was going to grow their marine insurance division, we knew it would be important to reach new audiences of boat owners that were not currently aware of W3. This audience development began with creating personas of their ideal customers, then creating and releasing helping content that addresses the concerns these personas are experiencing.
Niche ad targeting and messaging: To also reach new audiences, we regularly run outbound advertising campaigns. Targeting local marinas in the state of Florida allowed us to deliver ad impressions directly to people at the marina, on their boats, and for 30 days after we captured them in the geofence, creating a niche, specific target audience. For a recent campaign, we created messaging we offered getting a new insurance agent for your boat to this niche audience.

Wallace, Welch & Willingham