What they were up against.
As the fourth-largest insurance company, Progressive has always been an innovator. But among agents, there were misperceptions around commissions, product breadth, service delivery and commitment to the agent channel as Progressive’s move into direct-to-consumer was creating mistrust among agents. Progressive’s “all business” approach also made the company feel distant and impersonal in an industry where trust and relationships matter. We pursued a strategy to put a human face on the brand – a face that was not Flo’s.
What we did to help.
We developed a core promise for agents that was authentic and differentiating: “Smart Business Made Simple.” We demonstrated how Progressive was the agents’ true partner by showing the many ways we enabled them to work smarter, be more efficient and compete more effectively every day. We made the strategy come alive with a friendly, honest and “Reasons Why” theme that addressed the negatives head-on, highlighted the people behind the business, reinforced the rational benefits and connected values to actions.
Sales Support
Digital & Social
Posters & Collateral
Agent Event Support
National Sales Conference
What happened next.
Our work resulted in a 71% increase in bundled policies, a 423% increase in agent brand commitment and, importantly, Progressive’s goal for agent retention was reached, hitting 65% for the first time in company history.