EMPLOYERS: Raising Awareness for America's Small Business Insurance Specialist
In a highly-regulated industry where differentiation often comes down to price, Allison+Partners was tasked with driving top-of-the-funnel brand awareness for EMPLOYERS, a small business insurance specialist, and supporting the company’s sales channel through differentiated thought leadership.
Our team developed a platform promoting EMPLOYERS as a champion for America’s small businesses. We used a combination of media relations, executive bylines and speaking opportunities to provide EMPLOYERS’ perspective on industry trends, as well as give small business owners actionable advice to make their workplaces safer and control their workers’ compensation insurance costs.
After the effort, EMPLOYERS had a 93 percent share of voice for favorable media impressions about workers’ compensation insurance among its competitive set. The company also led its competitors in terms of exposure in insurance trade publications with a 39 percent share of voice.