GuideOne Insurance is best known for church insurance. Its historical service to the faith-based community and roots in social responsibility make GuideOne an appealing insurance alternative for a growing segment of values-driven, socially-conscious consumers. To reach more of this niche market, GuideOne expanded into affinity marketing, teaming up with like-minded organizations to offer their supporters a discount on auto insurance from a company that operates by their shared values.
The key was promoting the aligned values and mutually beneficial relationships. With partnerships in place, GuideOne is able to reach out to the membership base via emails, direct mail, bill inserts, banner ads and more. Organization supporters can take advantage of their rate savings via the GuideOne affinity marketing microsite at www.GuideOneConnections.com.
The site was built with Drupal, a CMS which allows GuideOne staff to quickly create new affiliate landing pages with relevant content, images, videos and more, specific to that organization. It also features a blog with regularly updated articles that range from the helpful to the inspirational. It’s a chance to share content and reinforce the GuideOne values outside of the corporate website.
In its first four months, the GuideOne Connections site is averaging nearly 5,000 visits per month. The site is helping generate dozens of new leads each week, with tracking in place to indicate where each quote request is coming from, whether it’s a banner ad, email or social media.
The GuideOne Connections site is also driving quality traffic to the corporate website. Visitors from GuideOneConnections.com browse through nearly four pages per visit and spend more than 3 minutes on GuideOne.com – these are potential customers conducting research and turning into warmer leads.