Farm Bureau Insurance Receives Critical Acclaim and Dramatically Increased Awareness
FOR IMMEDIATE RELEASE
October 29, 2010
Richmond, VA — Martin Branding Worldwide, Inc., a strategic branding and marketing services firm in Richmond, is pleased to announce several achievements on behalf of our client Virginia Farm Bureau. Martin Branding has been working with Virginia Farm Bureau to rebrand the organization, an extensive process that included brand research, internal consulting, training and education, and integrated marketing and advertising.
Based on yearly market research results, Farm Bureau Insurance has gained a dramatic increase in awareness and interest in the past year.
Quote requests have risen 27% in the year following the rebranding work. This is particularly significant when compared to the previous two years when the organization experienced 3% drop in quote requests each year.
Awareness has risen 19%. A study done before the rebranding work indicated an unaided awareness of Farm Bureau Insurance at 2%. Aided name awareness was at has recorded at 62%. Current unaided awareness is at 12%, aided awareness at 81%, a rise of 10% and 19%.
Farm Bureau’s receives award by American Graphic Design & Advertising (AGDA)
AGDA receives tens of thousands of submissions each year for it’s premier showcase of the best graphic design and advertising in America. Farm Bureau’s recent branding materials, produced in partnership with Martin Partners, were selected for the showcase. A gamut of materials including corporate identity, graphic standards, brochures, outdoor advertising, and print and TV advertising (produced by Dreamsfactory under the direction of Martin Partners’s creative team) was chosen in the category of integrated branding systems. This category is juried for creativity and consistent execution of brand materials and is the most challenging and competitive category in the showcase.
The integrated branding system led by Farm Bureau Insurance’s Director of Marketing, Matt Smith, in partnership with Martin Partners’ Creative Direction, is focused on building brand recognition through creative and aggressive use of the company’s logo, which is referenced in different shapes to represent their main lines of insurance, home (a house), auto (a car), health (a cross) and life (a heart). Consistent dominant use of Farm Bureau Red was another hallmark of the campaign. All the materials are thematically held together under Farm Bureau’s core value represented in the tagline “Get the Membership Advantage”.