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AMA in the PM: How Maryland Auto Insurance Revved Up Their Brand

AMA in the PM: How Maryland Auto Insurance Revved Up Their Brand

January 18, 2018 |
3 minute read

Maryland Auto, previously known as the Maryland Auto Insurance Fund (MAIF), had a brand problem. This 40-year-old mission-driven company dedicated to reducing the number of uninsured drivers on Maryland roadways was widely thought of as a last resort for people with too many speeding tickets or DUIs. The company needed to change this perception among drivers and selling agents and also build awareness among those who had never heard of Maryland Auto. This would require a complete rebrand. And everything (really, everything!) from the company name to the logo, to the website and creative assets, was subject to revision.
Maryland Auto selected Planit as their agency partner on this journey. Together, they developed a strategic plan inclusive of branding, advertising, and both internal and external public relations outreach initiatives to reinvigorate the 40-year-old brand. The plan culminated in the launch of an integrated campaign in 2015 which included a new website, a full inventory of creative assets and a detailed strategy for introducing the new brand to various stakeholders.

The campaign, built around the idea that having insurance is essential for getting where you want to go—in your car and in life has been recognized with 3 ADDYs, 5 PRSA Best in Maryland awards, and AMA Baltimore’s Best Overall Campaign award in 2017. And it has produced significant measurable ROI results.

Members of Maryland Auto’s internal marketing team and their Planit partners will share highlights and lessons learned from the rebranding process at this session.

Key Takeaways

  • Case study of a complete corporate rebranding including research, strategy, and timeline
  • Review of the entire creative process from concept development to media planning
  • Advice for avoiding pitfalls in the client/ agency relationship (from both perspectives)
  • Creative launch ideas for internal and external audiences
  • Tips for writing successful AMA and PRSA award entries

Many thanks to our event partner, Planit!

Event Details
Thursday, January 18, 2018 | 6:00 – 8:00 pm
Maryland Auto Insurance | 1215 E. Fort Avenue, Suite 300 | Baltimore, MD 21230

Event Schedule
6:00 – 6:30 pm | Registration and Networking
6:30 – 7:30 pm | Presentation and Q&A
7:30 – 8:00 pm | Networking

Meet the Presenters

Cathy Nyce
Senior Director of Marketing and Communications, Maryland Auto Insurance
Cathy recently led the complete rebrand of the 40-year-old organization. Cathy is passionate about leadership and holds an Executive Certificate in Transformational Leadership from Georgetown University. She serves on the Advisory Board of Running Start, an organization dedicated to bringing young women to politics. She helped launch the Baltimore AMA Chapter’s mentor program and will serve as a mentor again this year. Cathy loves her two rescue pups, George and Jack, paddle boarding, barre classes and her Peloton bike.

Erinn Hesse
Account Supervisor, Planit
Erinn supports Planit’s account team and has been at the agency for nearly six years. Erinn is a Maryland native and graduated from Towson University with a degree in Mass Communications on a dual track in advertising and public relations, and minored in business administration.


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