There When It Matters Most

Challenge

RCIS is a leading Approved Insurance Provider (AIP) in the United States. They work with crop insurance agents to help farmers manage risk.

But 12 other AIPs are also offering the same federal coverage options.

That is why insurance companies have a hard time differentiating themselves. We needed to show the value RCIS brings to agents and growers in a way that had not been done before.

Approach

Tasked with reaching two audiences – crop insurance agents and farmers – we crafted messaging around how RCIS is There When It Matters Most, focusing heavily on the value they bring each audience. Visually, we focused on in-the-field imagery showing farmers and agents up close.

We built a media plan for each audience. Both plans included print ads, digital ads and paid social as well as organic. The farmer audience also included a radio placement. Custimizable print ads were made available via Brand Traction, a custom asset management platform.

In addition, we assisted RCIS with their Pro Farmer Crop Tour coverage. By sharing their insights daily via their website and social channels, RCIS demonstrated what it means to be an industry expert.

Results

Through the campaign’s first few months, paid media placements on the agent campaign generated over 163,000 impressions with a .25% click-through rate. The farmer campaign saw more than 819,000 impressions with a .37% click-through rate.

We also placed accompanying print ads in major industry publications, reaching a collective circulation of over 600,000 during four months.

After the Pro Farmer Crop Tour, the RCIS Facebook page saw a 500% increase in social media impressions. Prior to crop tour, the page was seeing an 81% increase.