Financial Services

Rockingham Insurance

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We Get You

How do you honor the past of an established firm while positioning them with a modern brand that attracts new customers?

Rockingham Insurance (previously Rockingham Group) has been serving the people of Virginia and Pennsylvania for well over 100 years. While they have a rock solid foundation, the brand was stuck in the past and didn’t reflect the company’s energy and roots in the community. We started our partnership with brand discovery where we interviewed internal stakeholders, agents and customers.

What we found was that Rockingham had excellent customer service and retention, but needed to support its agents with a stronger marketing program. With increasing competition in the marketplace, the Rockingham name was updated as well as their logo and brand identity.

We Guide You

How do you stay true to your roots while presenting a fresh perspective?

We started with brand positioning and key messaging to differentiate Rockingham from the competition, while staying authentic to them. We created the tagline “Wherever you are, we’re here” which emphasized not only their commitment as an insurance company, but also as a friend and neighbor to their customers. The new logo was inspired by the map pin to emphasize “here” and also features Massanutten mountain as a nod to their roots in Harrisonburg, Virginia. The brand color palette gave them a modern look that was also professional, friendly and approachable.

As a part of the brand refresh, we designed and developed a new, responsive website that was more intuitive and easy to navigate, along with an upgraded Find an Agent feature that uses geolocation services to detect a visitor’s location and show the agents nearest them. In order to keep brand consistency, we also developed new microsites for each of their exclusive Rockingham agents.

Capabilities utilized:

TV Spot

Shot in Harrisonburg, VA, Rockingham's TV spot features the breathtaking Massanutten mountain and one of their own policyholders, Ciro’s Italian Eatery. The story features key insurance products while staying true to their hometown roots along with the new tagline “Wherever you are, we’re here”.

We Grow You

What happens when you make a splash in the community?

In order to create a big splash, we created an advertising campaign that included TV, radio, outdoor and digital ads. The ads focused on promoting their four primary products: auto, home, farm and business in in key target areas. Additionally, we created an on-demand print portal to provide a more direct way for agents to order print materials to support their marketing needs.

“circle S did a superior job helping Rockingham Insurance rebrand. Their approach was professional, scientific, and geared toward the satisfaction of all stakeholders. Our board, staff, and customers have all reacted with great enthusiasm to our new brand, leading to increased revenue and brand awareness.”

Bill Bayer Vice President - Marketing

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