'Professionals' wins Best channel marketing campaign for RSA Broker

RSA Broker provides insurance for commercial customers via insurance brokers concentrating on understanding the changes in the market and the relationships between brokers and their customers in order to create strong partnerships.

Establishing a new team

Over 100 brokers were canvassed to learn how they deal with property investors and how they would like to deal with insurers. As a result of the feedback nine regional property investors trading teams were created so that brokers could talk to a property investors expert and make decisions in any geographical location.

Results were good but the aim of the 'Professionals' property investors campaign was to make them even better. Its objectives were to build relationships between the newly established trading teams and brokers, promote RSA's property investor expertise, improve sales and raise awareness of the property investors trading teams with end customers.

Target customers

The brokers identified customer-led propositions as key to enabling them to place business. Before developing appropriate new programmes RSA needed to make sure that it really understood the needs of property investors. RSA staff therefore spent time with property investors learning about their work, worries, expertise and day-to- day decisions.