Building Entrepreneurial Assurance for Small Business Insurance
Scope
Brand Strategy & Positioning
Creative Direction
Brand Identity
Brand & Corporate Collateral
Integrated Campaign
Launch Campaign
Social Content
Photography & Art Direction
Website
Brand Guidelines
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As Jacknife began work with TruShield, a small business insurance provider, we immediately came to understand the challenges of the emerging brand operating in a noisy, highly commoditized market. The existing brand needed an overhaul to create a more appealing, consistent and systematic offering if it hoped to cut through the clutter to attract new customers and create more meaningful relationships with small business owners.
Before establishing the new visual identity Jacknife employed our strategic process involving consumer research, stakeholder interviews and reams of observational insights to reveal the concerns and aspirations of small business owners. We also performed an audit of the existing brand and the broader insurance category with a focus on direct-to-consumer and small business. Based on our findings we developed a brand narrative rooted in the notion of “Here For What’s To Come”.
We developed a new icon featuring interconnected elements to represent a strong shield of protection that functioned as a unifying element across all communications and artfully captured the essence of the TruShield brand values. To further stand out in the market we visually positioned TruShield with a bright, fresh, and friendly colour palette. With the addition of modern typography, featuring subtle round edges, the look is a distinct departure from the staid and conventional branding typical of the insurance sector. We made it clear from the onset that this is not the standard insurance provider.
To support and amplify the new brand, visual identity, and messaging, we created the playfully disruptive “Cover Your Ass” campaign, which re-introduced the brand, educated owners on the need for business insurance, and urged them to connect with TruShield. The integrated marketing campaign consisted of a microsite, video and radio spots, OOH, and digital ads that re-launched the brand in the GTA with a splash.
Working closely with our media partners, Jacknife developed a strategy that delivered tailored experiences to consumers and worked with our audience’s media habits to ensure business owners connected with TruShield. Our goal was to intersect our audience organically through their online journey, and feature custom messages that resonated based on the context and their familiarity with the brand (or the need for business insurance).
In addition to the campaign elements, we produced an “always on” series of seven short documentary videos titled “Founders: Behind the Hustle”. These videos featured real stories of inspiring individuals who had established small businesses, offering viewers an authentic glimpse into the entrepreneurial journey.
To further enrich the program, we created a comprehensive social media guide, which helped the TruShield marketing team apply recommended practices consistently to support the campaign and continue to build relationships with customers post-launch.
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The launch campaign was highly successful and exceeded its initial awareness targets by an impressive 136% and continued to surpass targets in brand awareness, recall, and policy sales. In fact, TruShield had four record-breaking weeks for quotes and five record-breaking weeks for premium purchase.
Over the same eight-week period in the previous year, premiums rose by 188%, leads by 189%, quotes by 129% and policies by 215%.
Based on the success of the rebrand and launch campaign, we were then tasked with extending our efforts and optimizing our leanings. We expanded the campaign to include out-of-home elements, new creative, and a more diverse digital strategy to include more regions across Canada.
The collaboration between Jacknife and TruShield delivered exceptional results and solidified TruShield’s position as a trusted protector of entrepreneurial aspirations in the Canadian market.
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Trushield needed new branding to help us build trust with small business owners and a bold marketing campaign to help us reach them. Jacknife did more than deliver both. They challenged us to take risks. In a segment where our audience is unaware of their need for insurance, and where our product is often met with cynicism, we told small business owners that business insurance can help them “cover their asses” – and they listened. Our business grew by 115% over the previous year.
