LCI Workers’ Comp Case Study
Though LCI was founded in 1989 as a workers’ comp provider for Louisiana construction firms and related industries, the company was eager to increase brand awareness among the great diversity of business owners, as well as independent insurance agencies, across the state.
In year one, our communications strategy was to communicate LCI’s openness to providing quotes for a broader range of Louisiana businesses. Our “Welcome To The Party” ad series cast actors representing businesses that were invited to join the workers’ comp provider. The campaign reached consumer and industry audiences with targeted print and online media buys across the state. In year two, the campaign continued to evolve with the debut of our “Put Us To Work For You” series in which an LCI representative was pictured working alongside local business owners to comedic effect. We also added a statewide radio buy to the media mix comprised of both consumer and industry print buys and online advertising.
Over the first three months of the campaign, LCI saw consecutive monthly premium increases, during what traditionally have been slow periods for the company and industry as a whole. We also helped LCI break its longstanding record by receiving more submissions in a single month than ever before, a mark that had stood for 8 years. In just the third month after launch, LCI also received submissions from a record number of separate Louisiana insurance agencies—again, the most ever in a single month. The numbers continue to rise for LCI. In year two of the campaign, revenue is up 54% since the campaign’s inception.
The number of agents writing LCI policies has also ballooned 23% since the campaign’s launch in the fourth quarter of 2011. Remarkably, in Q3 and Q4 of 2014, the number of policies increased from 3,000 to 4,000, another upsurge of 33%. To note, the American Advertising Federation recognized the campaign’s full-page LCI ad titled, Mike’s Tattoos with a gold award in the 2014 competition in New Orleans.