Industry
Insurance
Model
Services
CHALLENGE
Expanding Awareness in New Markets
When Renaissance, a growing entrepreneurial insurance company, set out to expand into new markets, they needed more than words to make a first impression. They needed a way to connect, engage and stand out. Video became the catalyst — delivering a human connection that print alone couldn’t achieve and fueling a campaign that reached far beyond its initial scope.
As Renaissance entered new markets, awareness was the top hurdle. Competing for attention against larger, established insurance providers meant they had to find a way to connect quickly and memorably with brokers, employers, and prospective employees. A traditional campaign would only go so far. They needed a medium that could bring their brand’s personality and value to life while opening doors for their sales team.
SOLUTION
Maximizing Video Across Every Channel
Responsory designed a strategy that put video at the center of Renaissance’s Small Group Awareness Campaign. From the start, the plan was to capture versatile footage during a two-day shoot and extend its usefulness across multiple platforms.
- Video in Print Direct Mail (VIP): A dynamic booklet featuring an embedded video screen, product videos and a personalized sales brochure served as a high-impact introduction to new contacts.
- Landing Pages: Videos gave brokers and employer decision makers a deeper look at Renaissance offerings.
- Social Media: Campaign content drove engagement, with plans to repurpose into bite-sized clips for ongoing reach.
- Website Careers Page: Additional footage supported recruitment with employee welcome and career videos.
- YouTube Channel: All videos were hosted for broader visibility and easy sharing.
This multipurpose approach amplified the campaign’s effectiveness while ensuring the video investment continued paying dividends across corporate, sales and HR channels.
More From This Project
Results
Multiplying Impact from a Single Shoot
The initial two-day shoot delivered seven core videos that anchored the campaign. From there, Renaissance has continued to repurpose the footage, extending its impact across marketing, recruitment and employee engagement. The VIP direct mail piece opened new doors for sales conversations, while digital placements reinforced brand awareness. With creative foresight and planning, Renaissance achieved maximum return on investment — transforming one production into a lasting library of video assets that continue to serve the company’s growth.
