THE STANDARD

The Standard is a well-established national insurance company with roots dating back to 1906 in Portland, Oregon. Facing fierce competition in a crowded market, the company sought to boost brand awareness, particularly around its retirement plans. To stand out, we crafted a strategy targeting employees and HR directors at medium-sized independent companies in industries with low turnover, such as healthcare, finance, and government. These HR directors were primarily at newer companies within their fields, as more established firms were less likely to consider switching plans.

Our solution was a multichannel campaign focused on experiential marketing, brought to life through mockups of the proposed experience. The campaign spanned billboards, direct mail, social media, and print, with messaging that highlighted The Standard’s superior service in a tone that was fun, urgent, and slightly ominous. This approach not only differentiated The Standard but also resonated deeply with the target audience, which would have driven engagement and brand recognition.