Marketing & PR: Propelling AgencyKPI from Start-Up to Becoming “Famous in the Family”

Background

AgencyKPI, a start-up creating a groundbreaking business intelligence platform for the insurance industry, faced the monumental task of establishing its brand and generating buzz before its software launch. This challenge was further complicated by the onset of the COVID-19 pandemic, which drastically altered the marketing landscape.

Challenges

Jason Meeker (Lone Star’s Chief of Strategy & Content) was a one-man marketing and communication department. He faced a perfect storm of challenges. AgencyKPI needed to create a strong, recognizable brand from scratch in a competitive tech space. The company had to generate interest and educate the market about their product before it was even launched. (Oh, and there was a worldwide pandemic which shut down most traditional networking and marketing avenues. Maybe you heard about it?)

Solutions

A robust digital presence was crucial.

The solution was a comprehensive, multi-faceted strategy. At its core was the development of a consistent, compelling brand identity. Jason created all of AgencyKPI's written content and oversaw the creation of all graphic design elements with his network of the best designers in Austin.

Content creation was key, so Jason went to work. He churned out content for the AgencyKPI website, blog and podcast. The AgencyKPI Blog featured insightful and very funny thought-leadership content. More importantly, it featured well-known leaders in insurance, which made it extra buzzworthy and shareable on LinkedIn. Traffic data to the website and social media performance spiked. As the content was widely shared among the insurance industry family, AgencyKPI became “famous in the family.”

On the PR front, Jason wrote and distributed press releases, managed media relations and coordinated interviews which led to great headlines for AgencyKPI.

Jason also injected humor and creativity into AgencyKPI's brand through annual April Fool's Day campaigns. In 2021, AgencyKPI announced a fictional expansion into fried chicken restaurant data, and in 2022, AgencyKPI "launched" AgencyKPI Curbside™, a humorous take on data-driven solutions for retailers' curbside pickup services. These lighthearted campaigns showcased the company's personality, generated engagement, and demonstrated AgencyKPI's ability to stay relevant and relatable in a rapidly changing business environment.

Lastly, Jason led the development of AgencyKPI’s Help/FAQs Portal, supported by a HappyFox-based Knowledge Base.

Results

The impact was significant. AgencyKPI transformed from an unknown entity into one of the most buzzworthy new players in the insurance technology space, even before its product launch. The market was effectively educated about AgencyKPI's unique value proposition, creating anticipation around the upcoming software release.

AgencyKPI's digital presence saw remarkable growth, with increased website traffic, social media engagement, and high email open rates. The content ecosystem provided a wealth of resources for both potential customers and industry observers.

Media coverage further enhanced AgencyKPI's industry presence and cemented its position as a thought leader. All these elements combined to set the stage for a successful product launch, with a market primed for AgencyKPI's innovative solution.

Conclusion

This case study demonstrates the power of Texas-sized ambition and the determination to get the job done. Jason’s thoughtful strategy and hands-on work successfully propelled AgencyKPI from an unknown start-up to a buzzworthy name in the insurance technology industry, all during one of the most challenging periods for business in recent American history.

Note from Jason: “None of this would have been possible without the leadership at AgencyKPI. They gave me the encouragement, support and resources I needed to make AgencyKPI a true lone star in the industry. I am forever grateful to them.”

*Jason Meeker, founder of Lone Star PR & Marketing, is the former Director of Marketing & Communications at AgencyKPI.