Over the past 25 years RMP has played a vital role in underpinning the country’s infrastructure by providing insurance programmes for the public and education sectors. In 2018, changes that had been brewing in the sector started to bite. The continuous budget cuts in public authorities meant many no longer had dedicated risk managers who understood insurance. At the same time new entrants launched, focused on undercutting market prices. RMP needed a vigorous defence.
A redefined message centred on dedication
We revisited RMP’s brand framework to articulate why now is the time to choose RMP, summing up their specialism, commitment to the sector, experience and expertise with the line, “Dedication in action.”
A refreshed identity and website that reinforces RMPs relevance
All this coinciding with RMP’s 25th anniversary presented the ideal opportunity to relaunch the brand. We updated the logo and introduced graphics that represent RMP as a business that helps to protect the fabric of society. Finally, we designed and built a new website.
A campaign that focuses on the value of experience…
To help illustrate RMP’s value, we wrote a series of blogs on the changing nature of risk, and how risks will continue to change moving forward. We also created a 25th anniversary microsite for the team to highlight the people and milestones that make RMP such a great business.
…and responds to market conditions
As a Covid induced recession approaches, and rates rise, local authorities are under pressure to keep operating services safely, and to squeeze more value out of their budget. In response, we launched the “Value locked in” campaign which reinforces that with RMP they get so much more than simply the price at the end of the quote.
All our campaigns are integrated, ensuring the brand and messaging are reflected in PR, social media, advertising and events.