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

Axia Public Relations helped position Brightway Insurance as an expert to go to when State Farm left Florida's homeowners.
When State Farm exited Florida's home insurance market after a busy hurricane season, Brightway Insurance, Florida’s fastest-growing independent insurance agency, and its public relations agency of record, Axia Public Relations, recognized an opportunity for expansion. They immediately set forth positioning Brightway as the go-to expert for news media and consumers looking for a solution for State Farm's quick exit on Florida homeowners.

IDEAS

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 does 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.

Bottomline: 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 5x its PR investment from such news coverage.