Amica knows that moving from one life stage to the next means your insurance needs will change too. To build positive sentiment for Amica as a trusted resource for all stages of life, we created a world-class content marketing program that put the customer at the center.
PathwaysbyAmica.com has an intuitive user experience that’s anchored to key life milestones and boasts a fresh, modern design and an aspirational identity. A guiding content strategy aligned both brand and customer needs and served as the foundation for editorial planning. Content and creative development were backed by trends research and SEO data to ensure Amica’s content hub offered relevant and timely content when customers needed it most.
Results:
Pathways by Amica achieved our goals for improved brand engagement and lead quality.
Leads generated through Pathways are 26% more likely to have characteristics of Amica’s highest value target customer versus leads generated though other marketing programs.
1.1 million unique visitors spent more than 24,000 hours during 1.8 million sessions engaging with the Pathways site.
