In Andorra are living 80.000 people (yes, it is a little country) and there are 12 insurance companies. A massive amount of competitors for just a small market, especially if we take into consideration that there’s a public health cover for every resident. From the Marketing perspective, the positive aspect is that we could pick up quickly which our competitors were. And except the banks, just a couple companies had set up a clear Marketing strategy.
The name of our client was Multisegur Assegurances, an insurance company that had been established for 30 years. But this fact was far not enough to make decisions on a Brand strategy, nor to decide its positioning in the market. So I carried on a benchmarking study.
I studied few aspects of the products offered by every single insurance company with the help of a positioning map; from here I classified those between direct and indirect competitors with its opportunities and strengths in their communications. I analyzed the impact of the media (clipping from advertisement to corporative contents), and the digital channels that each company had “active” (website and social media), and from here a deeper analytics of the communication of each group of competitors. With all this information, I elaborated a SWOT analysis for each company. Thanks to this I discovered a full bunch of opportunities where the Brand could stand out. We made some conclusions: the need of communication adapted to new channels, like viral content and audio-visuals; making a "human transparency" exercise with the help of specific actions; developing the sports concept in a wider variety of activities; and the support in social issues with the backing of CSR.
From here we saw clearly: Multisegur loves their country and makes efforts to find the excellence in their sector.
All communication should go under the umbrella of its DNA:
The goals we set up for the for 2015 were:
For each goal, we set up a calendar with several actions that answered to these aims.
When I started with the digital strategist role of at this company, we realized that we had to start everything from the beginning. The global communication of its brand was disorganized – from the messaging to the design. And when I asked which was their positioning on the market regarding the high amount of competitors, they only knew their focus was Colombian students because most of the employers where from this same nationality. There was no other strategy that a couple of education agents were going to play as DJ in the Colombian clubs of Brisbane city.
When I carried on the benchmarking study, I picked the most important competitors in Education and Migration. Once I selected them, I crossed factors such as the markets (ON / OFF shore; the countries), the value to the customers; the online marketing (website, blog, content quality, social media, SEO).
From the conclusions of the report, for me, the direction was clear: open to new markets – such as Europe and other South American countries that were growing in the number of students and migrants. Work on a clear Offshore strategy (as the company was too focused onshore due to having offices on the Gold Coast and Brisbane). We could achieve this by performing through an entirely designed online strategy: content marketing (blog and SEO), social media marketing (improve the management of all the channels), new website, SEM campaigns, newsletters (and segmentation of the audience)…
As well, we implemented the “Tip of the week” video-section and started doing Facebook live chats where the community could ask questions around Migration and Education.
But at the end, the direction given by the CEO was to focus mainly on the onshore markets – by organizing events and the biannual Migration Seminars. The biggest mistake by doing this is that we were organizing the same kind of events in Brisbane and the Gold Coast, where the markets are completely different. The Gold Coast office was located far away from the area where students were hanging out, and have an interest in leisure related with outdoor activities and entertainment (students on the Gold Coast come for the lifestyle this city provides). Instead of approaching to their needs, they decided to organize the same events in both towns (for entrepreneurs, engineers, tax workshops). And before doing so, you need to get the perspective of each market: while Brisbane is a city with 2 million people composed of business people and university students, on theGold Coast, with half million people, the students are keen to surf, party and organize barbecues with their friends. Their budget is weak and spending $10 to get to EMSA's office is not worth as for that they can purchase two beers!
I have to say this narrow and short-term perspective frustrated me (not to mention the troubles to perform in digital marketing – read all about this here).