- 45% Unaided brand awareness
- 15% Lead Conversion Rate
- 31% Customer Conversion Rate
In 2019, Pinnacol Assurance engaged Growth Marketing Werks to grow brand awareness across Colorado. What began as a traditional awareness campaign quickly evolved into a dynamic, full-funnel strategy—adapting to COVID-19, changing market conditions, and shifting company priorities. Over six years, the partnership has delivered a flexible, audience-driven media portfolio supporting Pinnacol’s goals from brand visibility to conversion, while maintaining relevance and expanding reach throughout Colorado and beyond.
Approach
We began with agile, quarterly planning during COVID to remain responsive, later shifting to annual planning for long-term efficiency and strategic depth. As the campaign matured, targeting expanded beyond business decision-makers to include “Engaged Coloradans” and insurance agents via key account strategies.
Our omnichannel media mix included niche Colorado publications, cable and local TV, social, programmatic, and always-on search—executed across top DMAs (Denver, Colorado Springs, Fort Collins, Grand Junction) and select out-of-state markets tied to Colorado-based businesses.
Outcome
Pinnacol Assurance and Growth Marketing Werks have built a resilient, award-winning partnership grounded in trust, agility, and shared vision. Together, we’ve executed high-performing, full-funnel campaigns through a Colorado-specific media strategy.
Key results include:
- Sustained growth in unaided brand awareness among prospective policyholders, reaching 45% in 2023 (final study year)
- 15% conversion rate from site visit to quote
- 31% conversion rate from quote to new policyholder
- Hundreds of millions of impressions, site visits, video completions, and social engagements
Key Takeaways
- Build a media portfolio with a single strategic partner to unlock integration, consistency, and efficiency across campaigns.
- Go beyond media metrics for awareness campaigns—use brand lift studies to measure long-term impact.
- Integrate sales data into media dashboards for smarter, performance-driven optimization.
