InsureCal – Focusing Marketing Efforts for Greatest ROI
As a local agency in Turlock, California, InsureCAL Insurance Agency was founded in 2015 by Colbie McRae.
Colbie had a successful background working at another agency, and had become a strong sales producer by age 24. Yet he felt that there was a genuine opportunity to leverage being a ‘locally owned and operated’ message, and decided to launch InsureCal.
Initially, business grew rapidly through word of mouth and networking. InsureCAL expanded to become a 5-person team, committed to providing quality insurance products for individuals and businesses. Yet as he was out in the field, Colbie sensed there was a better way to focus his company’s efforts to take advantage of market conditions and build in the relationships his firm had already established.
“I realized that the Ag industry has evolved in the past decade, from farmers to business enterprises, and that this segment of the business was being underserved,” Colbie said. “My family is in the Ag industry, and I know that larger enterprises have greater insurance risks, making it even more important that they have proper coverage.”
Colbie contacted the Valley Sierra SBDC seeking assistance in developing a marketing strategy that would enable him to effectively target this audience. Working with lead SBDC consultant Claudia Newcorn, he developed a detailed multi-year business strategy and two-year marketing plan that focused on business goals, as well as digital and traditional marketing outreach efforts and communication strategies.
“Claudia’s work was critical in enabling me to develop a strong, focused positioning and message that specifically targets the Ag industry,” Colbie explained. “She coached us on better marketing materials design, how to assemble industry facts to support our story, and how to differentiate ourselves from other competitors in the market. She also helped us with organizational planning to outline staffing needs that will support our business growth strategies for the future. Going forward, I feel much more confident in showcasing our competitive edge, and marketing to the Ag industry in ways that really ‘connect’ with them. I would highly recommend the SBDC to any company as a very helpful resource.”
Submitted by Claudia Newcorn