Farm Bureau Insurance Company of Idaho is a multi-line insurance carrier and does business exclusively in Idaho. They had historically maintained strength in the agricultural market, but with fewer farmers doing business in Idaho, greater attention to the suburban client was required. In 1999, they contacted the agency to help them assert more influence in the consumer market.

The S&A Strategy:

Research: The agency first conducted a comprehensive analysis of the insurance category from top to bottom with both secondary and primary research. A research firm was hired by the agency to conduct focus groups and phone surveys to find out consumer’s prospectives regarding the insurance category. After analysis of the data, it was determined little awareness existed for the Farm Bureau brand in the suburban market. Many consumers felt like the services were more targeted toward farmers and ranchers. Most importantly the research revealed consumers were confused about Farm Bureau Insurance, Farmers Insurance, State Farm, and to a lesser degree Allstate. The confusion intensified the farther away the consumer was from Farm Bureau Insurance Company of Idaho headquarters.

Advertising: The agency developed a communications approach to achieve multiple objectives. Besides confusion, Farm Bureau Insurance Company of Idaho suffered from a perception in the marketplace of being old fashioned. Not a particularly appealing image to the younger age insurance purchasers. A new brand positioning line was created to help overcome the confusion. ”Worth Remembering However You Remember It” asked people to pay attention to the brand. Creative execution on TV supported this challenge by showing a dad playing a post-it note game with his daughter with Farm Bureau written on the notes, and men were being tattooed with the Farm Bureau Insurance logo to help to “To Remember” the brand. The direction was upbeat and appealing to multiple demographics. Radio used “theatre of the mind” to make similar points.

Media was purchased in traditional units and new :15-second commercials were rolled out of the longer versions to maximize frequency on both cable and network programming.

The agricultural category was supported through the use of agricultural programming on narrowly targeted programs like the Farm Report. Small space ads were produced to run in local agricultural publications.

The Result:
Last year, Farm Bureau Insurance Company of Idaho experienced double digit increases at a time when other consumer driven products were flat. Property and casualty sales were strong and life insurance premiums were at five-year highs. All regions of Idaho have felt the positive impact of solid brand awareness.