Selective Insurance (2)

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Part
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Selective Insurance (2)

Selective Insurance was founded in 1926, has nearly 2300 employees, and has a high-quality (if highly-layered) website. The complete information noted below can be found on the spreadsheet in Column D, Rows 9 – 16 and 40 – 43.

Selective Insurance Overview

  • The company was founded in 1926, and Owler lists them as having 2290 employees (with LinkedIn quoting between 1000 – 5000). They appear to be a branded house, but this has not been verified.
  • The primary colors used on their website are: black and yellow (in their logo), with medium-dark blue as the secondary color. The tertiary colors are white and a lighter-medium blue.
  • Most images used on the website and in advertising are high-quality photos of homes, autos, families in home settings, and background settings. Some photos have illustrated overlays in yellow (primary), white (secondary), or blue (tertiary). Buttons attached to photos (as links) are all in medium-dark blue background with white lettering (primary) or white background with blue lettering (secondary).
  • The primary font is simple and thin (like a thin Calibri or Arial). The headers are larger font, but not bold or italics. Most text is in blue with about half of the major link in all capital letters.
  • Screenshots of the homepage and primary website pages has been included.

Selective Insurance Website

  • The website navigation is easy-to-use and straightforward, though it has an abundance of layers. From the homepage, users can navigate quickly to info about Agents, Investors, Careers, and News and Media, as well as contacting the company via a contact form. Additionally, users can navigate to Our Insurance, which has an additional four layers of links.
  • From Info Center, users can navigate to five other pages, each with multiple pages of layered links within them. From the Who We Are page, users can navigate to 10 other pages, also each with multiple layers of additional pages. Members can login from the home page and every other page using the Login link.
  • All links and pages appear to be functional, though some are reserved specifically for registered users (like the File A Claim link). The Contact Us page has phone numbers and emails for every type of need, plus a generic contact form. The Find an Insurance Agent link is functional (tested it with my own zip code). All other links appear to be functional.

Part
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of two
Part
02

Selective Insurance (2.2)

Selective Insurance has multiple primary messaging themes across their advertising and social media channels. These include: “addressing unique needs,” “customers first,” “be prepared / safety is important,” “awareness, education,” and “come together.” More details can be found on Column D, Rows 18 – 25 on the spreadsheet.

Selective Insurance Messaging Themes

  • The primary theme for Selective Insurance is “addressing unique needs.” It was adopted through the launch of the company’s new advertising focus “Be Uniquely Insured” - (as of June 2019), and which came with a new logo and (this) tagline. They produced media materials like this commercial, which has had six national airings, including during NFL football games on CBS.
  • Another theme is “customers first.” It shows through that tagline in some of their advertising materials, and through videos, like one that states, “We always put the customer at the head of the table.”
  • A third theme is “be prepared / safety is important,” which appears to be one of their most-focused-on themes, as it runs through much of their materials videos, articles, guides, and like. They produce a significant amount of items focused on this theme, which makes sense for an insurance company.
  • A fourth theme is “awareness, education,” which is another of the primary places on which they focus their advertising. They’ve produced a lot of educational materials, including an entire social site that includes all of the materials they have put on their social media channels, along with best practices for other companies to follow.
  • A fifth theme is “come together,” which is a secondary theme coordinated with the “be prepared / safety is important” theme. They produce a lot of safety materials and then produce add-on materials that demonstrate their focus on not only keeping their customers safe (and their after-event needs met), but also on how communities and families should come together afterwards to heal. They state things like “avoid risk, make our communities safer, put our lives back together.”
Sources
Sources