Crawford Case Study.
Crawford & Company (CRD: A, CRD: B) is the world’s largest independent provider of insurance claims services and administration in the world. They operate in 65 countries and have relationships with virtually every insurance carrier in the world. One can consider Crawford as the Accenture of the insurance industry.
Crawford had several lines of business and brands within their corporate portfolio with no single, unifying purpose.
Investors, clients, prospects and critically the company’s employees had limited awareness of the full scope of the company’s capabilities and expertise. As such, Crawford revenue growth suffered, from little to no cross-selling and the perception that the company was focused on high volume (low skill) adjusting services and hence subject to the growing commoditization of their core business.
In August of 2008, Constellation undertook the analysis of the global brand portfolio beginning with an audit of key clients and management to assess the strengths and weaknesses of their offering and to determine the most effective strategic direction for future growth.
We created a fundamentally new organizing principal for the entire portfolio of businesses.
All the businesses and brands were arrayed in one of 3 key strategic areas—Claim Services, Business Process Outsourcing and Consulting and incorporated under a new umbrella: ‘The Crawford System of Claims Solutions”. Under these 3 strategic pillars lay more than 200 specific solutions and services arrayed by expertise, geographical region and operating brand.
This work gave a new level of intelligence and market relevance to the entire Crawford service offering and created strong demand among clients and prospects to find out more about how Crawford could help them.
‘The System” was formally introduced in May 2009 and immediately increased cross‐selling activity and brought a more powerful, strategic value proposition to upstream clients. The focus is now on securing long‐term consulting and outsourcing assignments and has provided Crawford with a huge competitive advantage.
Wall Street has received the new brand positively.
ConstellationNY produced all expressions of ‘The Crawford System of Claims Solutions’ brand creating a new graphic identity, website design and content, event and trade show materials, trade and financial advertising, collateral material, sales training and materials and a public relations platform and key releases. Additionally, the agency reviewed all marketing budgets and found efficiencies in consolidating trade show expenditures and creating added-value media opportunities through webinars to reduce overall spending while increasing impact.