Brightway Insurance wanted to grow their emerging brand. Axia’s plan for the startup began with a local campaign focused on building Brightway’s brand recognition and positioning their CEO as a thought-leader. Axia earned coverage in outlets like Entrepreneur and Fox Business, leading to more than a five-time return on investment based on media exposure alone.
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.
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.
– 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.
- Public relations covers insurance agency from startup to national franchise
- PR firm’s pitch leads to national coverage and new location for franchise
To learn how we can help your insurance and financial services company achieve similar results, contact us today at 888-PR-FIRM-8 (888-773-4768).