Delivered March 19th, 2020. Contributors: Hillary O. and
Acuity Insurance 1
Acuity was founded in 1925 and is headquartered in Wisconsin. The company offers property and casual insurance services to consumers and businesses in 28 US states. It is a very customer-oriented company, as evidenced by its "our focus is you" tagline. The requested data on the company can be found in column F, rows 3 to 8 of this spreadsheet. Its logo and marketing examples can be found in page 7 of this document.
Acuity has more than 1,300 employees and generates over $1.5 billion in annual revenue.
Of almost 3,000 companies, Acuity has been ranked the 56th largest insurance company in the US. The company has grown over 200% faster than the insurance industry.
It operates in more than 25 US states and manages over $4 billion in assets. Acuity has a 96% satisfaction rating from customers.
Acuity insurance targets consumers and businesses in the US interested in vehicle insurance, property insurance, and office insurance, among others.
The company leverages digital marketing (such as digital banners), social media marketing, and search engine marketing.
Acuity Insurance 2
Acuity's website is easy to use and furnished with clear professional pictures of people. The company also uses cartoon-like illustrations on its website. The requested data on the company can be found in column F, rows 9 to 16 and 40 to 43 of this spreadsheet. Screenshots of its website can be found here.
Acuity's branding approach is Branded House because the company itself is the brand, with its products and services being subsets of its brand.
Acuity's home page is the first screenshot found in this document.
While Acuity's website navigation is simple and easy to use, users interested in getting a quote have to go through a lot of hoops, answer quite a few questions, and are re-directed to different pages. Some insurance companies make this option a one or two-click process to make it much easier for new consumers to get in touch with them.
Acuity's website design is professional and simple. There are clear professional photos of attractive people on its homepage.
The website is embellished with cartoon-like drawings of houses and cars, signifying its focus on auto and home insurance services. These drawings make Acuity's website more attractive.
Acuity Insurance 3
About eight messaging themes around Acuity's advertising have been gathered. Some of these themes include customer satisfaction, expertise, dependability, customer care, and crisis aversion. This information has been entered into column F of this spreadsheet.
The main messaging theme in Acuity's advertising is caring about customers. Some examples of this messaging include "Acuity loves you" and "our focus is you."
Another theme in the company's digital advertising is reliability, with an example being "customers can rely on us to be there day and night in terms of crisis."
Protecting loved ones is also a key theme in its advertising. An example is "Acuity is here to protect the people and things you care about."
A few messages in Acuity's advertising revolve around crisis aversion. An example is "when disaster strikes or an accident happens that disrupts [your] business or impacts workers, Acuity is here to help you rebuild and recover."