Challenge
Apparent approached COLAB to design and develop their marketing website with some skepticism about what they could expect from a relationship with a digital agency. They were accustomed to producing the vast majority of their marketing materials in-house, relying on external agencies only for discrete pieces of a marketing campaign, such as a logo design for example. In their experience, agency relationships had been fairly transactional, and they seemed to expect little more from them. COLAB doesn’t have any transactional relationships with clients because that would go against one of the founding principles of the company: genuine collaboration with clients. The name COLAB comes from this deeply-rooted value to develop trusting, open, and highly-collaborative relationships with clients. Whether or not Apparent realized it at the start, COLAB was going to do everything they could to earn their trust and confidence, and win them over to our way of working.
Solution
Apparent Insurance were ardent believers in the customer journey. They had a firm grasp of the importance of helping a customer move along the path from initial research to decision-making. From their point of view, guiding prospective customers towards their insurance quote engine was really the fastest way to help customers evaluate insurance options and make the best choices for their families. COLAB appreciated the value of helping prospective customers make sound choices, but we knew from our experience building marketing websites, that we could add tremendous value to the customer journey by helping to differentiate what made Apparent unique. Since the formation of Apparent was so distinct from other insurance providers, COLAB felt that story needed to be told in an authentic and compelling way on the Apparent website before guiding customers through a custom quotation process.
Results
Changing Minds, Building Partnerships The Apparent team was thrilled with the website COLAB was able to design and develop for them. It told the story of their company in a clear, clean, and compelling way that spoke directly to parents longing for some simplicity and sanity when it comes to insurance. It helped prospective customers feel more confident about their choice of Apparent as they moved through the insurance quotation process.
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