Earlier this year, Vertafore launched an effort to consolidate its disparate products and services under one brand, better aligning the businesses to meet its customers’ needs and more effectively communicating to the market all the solutions Vertafore offers.

Today, Vertafore represents the only software and services provider to the insurance industry that offers nearly every solution that an insurance business would need. Because many of its businesses have strong brands and reputations on their own, Vertafore struggled to communicate this broader message.

To help change its brand, the Bothell, WA, company reorganized to unify its products and services under the Vertafore identity. The initial roll-out effort included extensive internal education and branding campaign, as well as a press release to announce the change externally.

Yet, Vertafore hadn’t supported its new brand with a large ad campaign. To complete its brand transformation, Vertafore turned to us to help drive its message home in the market.

We developed three concepts, including a testimonial-based campaign to allow Vertafore’s customers to share insight into working with a unified Vertafore. This story featured customers’ personal experiences and praise of Vertafore’s services.

The concept, called “I Heart Vertafore,” takes customer testimonials to a new level. Our goal was to strongly reinforce Vertafore as one entity—the one company that can service all the needs of its customers. And what better way to convey this message than through Vertafore’s customers.

“We’re proud of our work to help Vertafore enhance its reputation in the market as the only player that can offer its customers all the solutions they need under one roof,” says Account Manager Julie Greenberg. “Through ‘I Heart Vertafore,’ we’re strongly positioning the company as the leader in providing solutions to the insurance industry.”

The campaign’s ads expand awareness of the Vertafore’s new unified structure and reinforce the value proposition and high-level benefits of the company’s new model, as well as reassure current customers that they will continue to receive the same level of service and satisfaction experienced with the company’s sub-brands.

The campaign, which includes one corporate ad about Vertafore and four product ads, focuses on impassioned customer testimonials for Vertafore and includes stories about how adopting and implementing its products have improved their businesses. The ads include photos of customers clutching or embracing laptops, representing the sentimental relationship between user and product.

“We’re thrilled with the ‘I Heart Vertafore’ concept,” said Linda Caudle, director of corporate marketing with Vertafore. “It’s the perfect way to convey the message that we want the market to hear: Vertafore provides a superior suite of solutions to the insurance industry to meet all of our customers’ needs. No one else can say or do that.”