PR firm increases Brightway Insurance's call volume by 300 percent

BRIGHTWAY INSURANCE

This is one story in our series on Brightway Insurance. Read story 1 and story 3 for more.

Brightway Insurance wanted to grow its brand. Axia’s plan for the startup began with a local campaign to build Brightway’s brand recognition and position its CEO as a thought-leader. Axia earned coverage in outlets like Entrepreneur, leading to more than a five-time return on investment based on media exposure alone.

IDEAS

Axia Public Relations helped position Brightway Insurance as an expert to go to when State Farm left Florida's homeowners.
Brightway Insurance is Florida's fastest-growing independent insurance agency with 39 Florida offices serving 30,000 households across the state.

When State Farm exited Florida's home insurance market, Brightway and Axia went to work. The client-agency team recognized an opportunity for expansion by positioning Brightway as the go-to insurance expert for the media as well as consumers.

RELATIONSHIPS

Brightway called on its public relations agency, Axia Public Relations, to position the company as a leading expert on the effect of State Farm's exit on Florida's homeowners. And Axia did what it does best – engage and pitch media.

RESULTS

Axia Public Relations plays a valuable role in positively publicizing and promoting Brightway Insurance’s growth.”

– David Miller, Brightway Insurance

As a result of Axia's work, the media featured or sourced Brightway Insurance in approximately 120 news stories. Its president and CEO, David Miller, was an expert source interviewed on Florida Public Radio, therefore reaching public radio listeners across Florida's 13 public radio stations as well as WOKV and WDBO and others. The media quoted Miller among its news stories in the Miami Herald; all 43 American City Business Journals, including the Jacksonville Business Journal, Orlando Business Journal, South Florida Business Journal, and Tampa Bay Business Journal; The Florida Times-Union; Florida Trend; and several other state and national news outlets.

Bottom line: Brightway's call volume increased by 300 percent those two weeks, according to its chief operations officer, Michael Miller, and it saw a return of more than five times its PR investment from such news coverage.