The Philadelphia Contributionship

Challenge

The Philadelphia Contributionship

Challenge

Bridging past and future to energize a changing industry.

The oldest continuously operating insurance company in the United States, and founded by Ben Franklin, The Philadelphia Contributionship has weathered many storms (and fires and other forms of property damage). The P&C insurance industry has also experienced many changes -- in recent years, insurance companies have gone direct to consumers. As such, the independent agent channel has waned in influence. The Philadelphia Contributionship sought to refresh its brand image and prepare the company for what’s ahead to complement its existing channels.

Process

  • Focus Groups
  • In Depth Interviews
  • Concept Testing
  • Brand Positioning
  • Target Personas
  • Strategic Marketing Plan
  • Brand Rollout Plan
  • Logo Design
  • Tagline/Copywriting
  • Website Design
  • Collateral Design

Impact

0%

increase in new policy sales in 2017

0%

growth in policy sales in 2018

Quadrupled

web traffic and leads through the website

How We Got There

Our rebranding process began with in-depth channel and consumer research.

This research validated the opportunity to progress the brand. Data in hand, we sought to position the company’s history as not just a curiosity, but a source of strength. With deep roots and community connection as the brand foundation, we refreshed the strategic and creative brand platform and expressed it across marketing touch points including identity, sales materials, and the web. Importantly, this included communications with both the still-critical independent agent channel as well as the consumer policyholder. The Philadelphia Contributionship has made its brand a more powerful driver of business performance and is well positioned for future growth.

Branding

Research showed that Ben Franklin's association with company as its founder was the most interesting and compelling aspect of the brand story. This led to a redesign of the company logo to bring Ben front and center. New internal collateral for correspondence with agents and consumers then ensured the brand would convey a powerful yet personal image with both its agents and consumers.
Research showed that Ben Franklin's association with company as its founder was the most interesting and compelling aspect of the brand story. This led to a redesign of the company logo to bring Ben front and center. New internal collateral for correspondence with agents and consumers then ensured the brand would convey a powerful yet personal image with both its agents and consumers.
Research showed that Ben Franklin's association with company as its founder was the most interesting and compelling aspect of the brand story. This led to a redesign of the company logo to bring Ben front and center. New internal collateral for correspondence with agents and consumers then ensured the brand would convey a powerful yet personal image with both its agents and consumers.

Web

As part of the effort to contemporize its brand, it was essential for The Philadelphia Contributionship to step forward with a new website that was in-step with modern design principles and more user-friendly.

Since 1752

We have two guests today on Real-World Branding from The Philadelphia Contributionship - Bob Whitlock, President & CEO, and Chris Oehrle, VP of Marketing. We discuss their career paths in insurance and the strength of The Philadelphia Contributionship brand that was started by Ben Franklin in 1752 and what it looks like today.

Listen

A little birdie
wants to tell you...