CertFocus, Inc.

Situation

CertFocus approached Linx to rebrand and reposition the company as a premier provider of Certificate of Insurance Management Systems and a leader in COI compliance.

Strategy

Linx positioned CertFocus as a new category killer created by insurance professionals for insurance professionals.  Initially this best-of-breed technology value was defined in comparison to the industry leader.  As the marketplace evolved, Linx repositioned CertFocus as a compliance leader with a contrarian model–certified insurance professionals supported by technology rather than the traditional model of technology checked by human beings.

Solutions

Linx created the corporate identity, positioning line and overarching messaging. The executional tactics included key trade/event marketing, two generations of web platforms, direct mail program, webinars and vertical email marketing programs.

Results

From messaging, branding, positioning and promotionals, the implication of our strategic marketing tools proved instrumental in helping CertFocus develop pipeline, gain new business and cultivate existing business with an outstanding 99% retention.  Recent wins include Ace Hardware and Buffalo Wild Wings, among other high profile clients. To date sales are up 400% from the time Linx redeveloped the brand.