cLIENT CASE STUDy
Keenan & Associates
Keenan provides innovative insurance and financial solutions for schools, public agencies, and healthcare organizations, surpassing customer expectations. Drawing on specialized expertise in claims services and technology, they deliver high-quality, efficient, and cost-effective insurance and benefit programs, supported by over 45 years of experience.
Strategic Brand Intelligence & Messaging
10+ New Branded Creative Designs
The Challenge
Keenan, a well-established insurance organization with a strong reputation, faced the significant challenge of aligning the branding and messaging strategy for a division within the organization. The primary objective was to develop a distinctive and easily understandable brand specifically tailored to a non-clinical buying audience.
In response to this challenge, Keenan enlisted the expertise of CMG to craft a comprehensive branding and messaging strategy, which also included the creation of a sales toolkit. The ultimate aim of this initiative was to enhance the division’s market positioning and lay the groundwork for future growth and success.
Services
Creative Services
Research & Insights
Audience Targeting
Data Delivery
DELIVERABLES & ACTIVITIES
What We Delivered
- Collaboration: Engaged in regular collaborative sessions to ensure alignment of the brand strategy with Keenan’s overarching goals.
- Market Analysis: Identified market trends, preferences, and competitor strategies.
- Audience Insights: Explored demographics, behavior, and interactions with similar brands.
- Brand Assessment: Evaluated the current brand perception, strengths, weaknesses, and unique propositions.
- Stakeholder Interviews/Feedback: Gathered insights from internal and external stakeholders regarding brand perceptions.
- Brand Positioning: Determined the unique value proposition, positioning statement, and desired brand attributes.
- SWOT Analysis: Identified internal capabilities and external challenges impacting brand perception.
- Brand Archetype and Personality: Defined the brand’s archetype, personality traits, tone, voice, and style.
- Cultural and Industry Trends: Analyzed broader trends impacting the brand’s identity and positioning.
- Brand Messaging & Visual Identity Recommendations: Provided recommendations for brand enhancement and differentiation.
- Brand Positioning Framework: Developed a framework supporting a strong and differentiated identity.
- Overall Messaging and Tone Guidance: Provided guidance for effective communication across various channels.
- Value Propositions by Persona: Informed future brand communications and content.
- Sales Tools & Collateral: Created impactful resources, including sales one-pagers, templates, and branding assets.
OUR IMPACT
The Results
Conway Marketing Group crafted a polished and unified brand identity for one of Keenan’s divisions, resulting in improved market positioning, enhanced differentiation, and increased recognition. Our efforts empowered teams through the implementation of a strategic brand messaging framework and a comprehensive sales toolkit. This initiative led to improved communication of the brand’s value proposition, effectively addressing customer needs and ultimately driving sales.
1,500+
Interview
Minutes
100+
Total
Questions
20+
PowerPoint
Slides
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