Case Study: Web Design, Brand Identity and Online Marketing Campaign for Mode Insurance

Written by Luke Glassford

May 28, 2024

The marketing team at Gambit Partners was tasked with designing and developing a website for a new insurance company. This included designing a complete brand identity for the company and developing a website that effectively conveys that brand identity.

We also liaised with a third-party provider to design and develop the online insurance quoting system for customers to buy policies online, which we then integrated into the website.

As well as the web design, development and brand identity, we were also tasked with building and implementing a full-scale online marketing plan to build brand awareness, website traffic, quotes and sales for the new company.

Client Overview

Mode Insurance is a new insurance brand offering specialist insurance for freelancers in the creative industries.

They offer a range of different types of insurance cover (Public Liability, Equipment Insurance, Employers’ Liability and Professional Indemnity), which can be purchased annually or on a short-term basis. Further flexibility comes from offering their customers different levels of cover to choose from – so they get the chance to customise the amount and length of cover they need.

So, as well as a highly informative website that provides useful content to their audience and fully explains all the benefits that Mode Insurance offers, they also required a brand and website design that resonated with a creative, digital-savvy audience.

Objectives

The brand identity and web design for Mode Insurance had to appeal to a mostly young and creative audience, while they also needed an effective multi-platform online marketing campaign to help drive initial brand awareness within their target market, build an email list of freelancers quoting for insurance and ultimately to sell insurance policies.

The online marketing campaign we devised focused on the following channels:

SEO
Google Ads
Social Media
Paid Social (Meta ads)
Email marketing

What We Did

As with every project we undertake at Gambit Partners, we began with an in-depth strategy and planning session to discuss the key objectives and determine our desired outcomes.

Here’s what we then did for each of the project objectives:

Brand Identity Development

Our in-house design team have developed a very effective process when tasked with creating an entirely new brand identity, which involves:

Carry out extensive market and audience research
Look closely at competitor brands, messaging, positioning and tone of voice
Identity and define the value proposition of the new brand
Determine a cohesive colour palette that evokes the right emotions and fits the brand’s message
Design a memorable and versatile logo that reflects the brand’s core values and appeals to the target audience
Choose typography that complements the brand’s tone and works across different media and platforms
Develop comprehensive brand guidelines detailing how to use the logo, colour palette, typography and other visual elements to ensure consistency of message

Website Development

Our process for building new websites involved:

Working with the design team to understand the brand’s mission, vision, values and target audience
Develop a sitemap outlining all of the main pages and subpages of the website, ensuring a user-friendly structure that can also be easily crawled and understood by search engines
Identify the CMS to use – in this case we used WordPress
Design templates for each page that incorporate the brand’s visual identity - including logo, colour palette, typography and imagery
Make sure the design is responsive to provide an optimal user experience across different devices and screen sizes
Conduct thorough testing to ensure the website functions correctly across different browsers and devices

Search Engine Marketing - SEO and Paid Search Ads

To create an effective Search Engine Marketing (SEM) campaign to bring targeted traffic to the Mode Insurance website, we followed the below process:

Detailed keyword research to identify high-value search terms that are used by the target audience and are relevant to the brand and its services
Fully optimise all pages of the website to target high-value search terms
Develop an ongoing content plan to add useful and high quality content to the website on a regular basis
Analyse competitors websites and link profiles to develop an effective link building plan
Extend the SEO keyword research to create specific Google Ads campaigns – using compelling ad copy that highlights the brand’s unique value proposition
Ongoing optimisation and maintenance of Google Ads account to make sure the budget is channelled towards high-performing, high-converting search terms

Here is the initial SEO growth we achieved over the first two months, via Google Search Console:

Social Media and Ads

Our social media strategy was focused on building awareness of the new Mode Insurance brand, as well as targeting the audience with ads to generate quotes and new business.

Identify and understand which social platforms the target audience are most active on
Review social presence and activity of competitors
Define the brand’s voice and tone for social media to ensure consistency across all platforms
Create a content calendar that outlines the type of content (e.g., images, videos, articles, stories) to be posted, the posting frequency and the optimal times for engagement
Create an engagement plan to engage with the audience by responding to comments, messages and mentions in a timely and authentic manner
Develop compelling, ‘scroll-stopping’ ad creatives and copy that capture attention and drive action
Use platform analytics tools to continuously review and optimise the strategy based on performance data – engagement, clicks, conversions, cost-per-acquisition etc.

Email Marketing

The final strand in our comprehensive online marketing campaign was email marketing, which we used to capture ‘opt in’ email addresses and nurture leads through all stages of the sales funnel.

Designed a pre-launch ‘Coming Soon’ call-to-action to capture email addresses immediately – using social media to direct the target audience to the landing page
Developed and promoted a ‘launch’ competition to encourage quotes on the system and the collection of opt-in email addresses
Created a detailed plan of the different types of emails to add value and encourage sales
Designed clear, compelling templates for each type of email on the chosen email marketing platform
Set up reporting process to monitor KPIs such as open rates, click-through rates, conversion rates and unsubscribe rates to measure the effectiveness of each campaign

How We Can Help You

To find out how Gambit Partners can help your startup or SME with branding, web development or online marketing, book a consultation call with our experts now.

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