Client: SUNZ Insurance

Industry: Workers Compensation Insurance

Challenge: SUNZ Insurance provides workers’ compensation solutions specifically for PEOs and Staffing Companies. After four years in the industry, SUNZ was looking for a strategy to saturate these market places, increase lead generation and develop a creative concept that would reinforce their brand by separating their company form the pack.

Solution: HCP began working with SUNZ Insurance in 2008 to build a brand platform and develop updated collateral utilizing the new brand. Following the launch of this new brand, HCP worked with SUNZ to identify ways in which to boost awareness of the company and its customized approach to writing workers’ compensation policies.

In prior years, SUNZ had attended the annual NAPEO tradeshow and typically walked away with only a handful of leads and some pre-set dinner meetings with existing clients. In preparation of the 2010 NAPEO show, HCP worked with SUNZ to develop a more progressive approach and process from pre-show communications with attendees, to an active presence during the show, and a defined follow-up process.

The SUNZ competitive advantage is their individual approach to clients’ unique needs, which result in “no layers”. A creative theme was pulled from current SUNZ marketing materials, which capitalized on a zebra’s unique patterns. This effort included developing a creative process, leading the sales team, as well as creating a specific sales message that was consistent, from interaction with the sales team members, to sales collateral to the visuals used in the tradeshow booth.

At the tradeshow, a man dressed in a zebra costume walked around, took pictures with attendees, and even hit the resort watering hole. This generated enormous buzz at the convention, and SUNZ walked away with over 150 leads and are in the process of writing some additional business because of the “extra effort”. That’s a 500% increase in lead generation!

Today, HCP and SUNZ work hand-in-hand in reaching new business through strategic planning, consistent brand marketing and management, direct mail, maintaining their web presence, tradeshow management, public relations and developing consistent sales techniques.