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

Keenan Branding and Messaging Strategy

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

l

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

Free Consultation

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