Case Study – Texas Farm Bureau

texas_farm_bureau_logo

Background:

Based in Waco, TX, Texas Farm Bureau Insurance is an insurance company that sells Auto, Home and Life, with agents located all over the state of Texas. Looking to increase their market share within the competitive category, Texas Farm Bureau Insurance tuened their focus to sports marketing in an effort to create a point of difference in the marketplace. This point of difference hinges on the very thing that competitors use against them- the annual membership dues.

Goals:

1. Improve the membership program by adding sports-related benefits to the Texas Farm Bureau Membership program by adding sports-related benefits to the Texas Farm Bureau Membership.

2. Gather data to be provided to agents for potential new business opportunities.

Execution:

We started off with creating a VIP experience at University of Texas, Texas A & M University and Texas Tech in order to gather data. We purchased domain names and created splash pages:

– Texas: DateWithAGreat.com

– Texas A&M: MaroonContest.com

– Texas Tech: RedRaidersContest.com

These landing pages housed our promotions through football and basketball seasons. Fans could register on these sites to win a VIP game-day experience that was only available through these sites.

We added a terrific member benefit program during basketball and baseball season as well. Texas Farm Bureau Members were able to receive free basketball tickets to select games at Texas, Texas A&M and Texas Tech, as well as free baseball tickets!

Results:

The VIP Experience opportunities were wildly successful in year one supplying more than 1100 warm leads for Texas Farm Bureau Insurance agents to call upon.

750 tickets were available for the member benefit promotion during basketball. Texas Farm Bureau members took full advantage of this benefit blowing through the alloted tickets! The baseball member benefits promotion was even more successful as members claimed over 3,000 free tickets between the three schools. Texas Farm Bureau Insuance recognized an opportunity to continue to say thanks to their members, so they offered to purchase more tickets to allow members to receive free tickets through the end of the promotion in both basketball and baseball.

In year two we expanded the program to SMU, TCU and Texas State and created splash pages for the data capture promotions:

– SMU: SMUContest.com

– TCU: TCUContest.com

– Texas State: BobcatsContest.com

We also expanded the member benefit program to these school so that Texas Farm Bureau members could receive free tickets to any SMU, SCU or Texas State football or men’s basketball game.

The results were just as we had hoped- over 1,000 tickets were distributed to Farm Bureau members. More Importantly, Farm Bureau members have voiced their appreciation and thanks via email and Facebook. We are excited to enter the 2012-2013 athletic year and look to surpass last year’s numbers.