Standard Insurance Company — The Standard — competes against master brands in the nonmedical employee benefits category. The Standard partnered with Bader Rutter to initiate a strategic marketing communications program aimed at positioning the brand as a thought leader among HR decision-makers and benefit consultants.
Bader Rutter started a blog to build awareness of The Standard’s Workplace Possibilities program. In preparation for leveraging the Workplace Possibilities program, BR completed an extensive audit of industry blogs and determined that competitors were not actively involved in the space. Bader Rutter seized the opportunity to provide rich content in a digital realm that was new to the marketplace.
The Standard launched the blog in February 2011, and it quickly became a resource for nearly 1,000 subscribers. The blog became so successful that Bader Rutter expanded the blog into a website, which now acts as an information hub for other integrated campaign elements such as public relations, trade shows and webinars. This expansion resulted in increased page views.