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Applied Underwriters
|
 |
In
order to differentiate itself in a convoluted workers compensation
market, Progrexion
initiated mystery shopping, in-depth one-on-one interviews with
producers and end
customers, internal and external focus groups, and attitude
and usage studies. Based
on the research, Applied positioned itself as the stable, smarter
solution to its competitors
through an aggressive print, online, public relations, and direct
marketing campaign. Sales
scripts and customer service training was altered to reinforce
the new position. Public
relations reinforced the perception of the company’s strength
through third-party
commendations. A significant brand launch followed. Within 28
months, the company
grew from $400 million to $1.4 billion in annualized sales. |
