In 2009, Gregory & Appel Insurance celebrated its 125th year in business. While proud of its past, the largest independently-owned insurance company in Indiana wanted to focus on its future.

G&A decided to do this in two ways: first a new web site and second through 125 $500 grants for charities in Central Indiana.

Working with an internal G&A team, we conducted roundtable sessions with agents and executives to determine their goals for an improved web presence. These sessions also revealed a profile of Gregory & Appel’s ideal client, its unique position in the market, and potential areas of legislative-driven change in the employee benefits arena.

Through our partnership with Small Box Consulting (for planning, SEO + site development), and a concerted PR effort, the improved GregoryAppel.com saw a 400% traffic increase of in the first quarter after launch.

The “125 Years, 125 Charities” giving back campaign resulted in extensive PR for the company: Steve Appel appeared on Inside INdiana Business with Gerry Dick and WTHR Channel 13, and print coverage ran in the Indianapolis Star. More than 500 Central Indiana charities applied for the 125 available grants.

Launch Site