American Physicians Insurance Exchange – Listening to the Voice of the Customer to Enable Marketplace Growth

As American Physicians Insurance Exchange (APIE) began to implement a change on its corporate structure to allow it to grow and compete more effectively, Sol Marketing Concepts helped APIE incorporate the all-important voice of the customer into its new position.

APIE engaged with Sol Marketing Concepts to help them create new, relevant positioning that reflects the company’s 80 year legacy while also conveying its current indispensable value to its most important customers.

Conducted 360 degree marketplace review, a series of brand strategy exercises plus an in-depth study of APIE’s customers, non-customers, lost customers, management, partners and other influencers to uncover value   Conducted sessions to define brand attribute importance   Dialed in on ideal customer profile Developed brand positioning strategy, brand architecture and strategic messaging architecture   Collaborated and consulted with creative team to develop the creative blueprint/brief for its new identity and marketing campaign materials, which they will unveil in a new campaign upon announcement of their financial structure change in April 2007