Brafton ramps up FFVA Mutual’s electronic advertising program

George T. Taft


FFVA Mutual is a Florida-centered business that provides workers’ compensation insurance plan across all important sector groups.

When they initial approached Brafton back again in 2017, it was strictly for copywriting. But as they’ve expanded the reach of their electronic internet marketing program, our partnership has deepened.

“Brafton has been a excellent associate for content and other spots I wasn’t initially intending,” Melissa Conceal, VP Internet marketing & Model Progress, mentioned. “Truthfully, they’ve been an extension of our section. They’ve authorized me to make and improve what we can deliver.”

The problem: Articles development at scale

“Our most significant challenge and impediment was material generation,” Melissa mentioned. “We have a really smaller and nimble marketing and advertising section right here. I essential material products and services for the reason that we had been setting up a website. We preferred to place ourselves as manufacturer professionals and champions in that region.”

Credibility is the essence of progress at any business. FFVA Mutual has plenty of it—they’ve been in organization for 65 several years. They just desired enable demonstrating it on the internet.

The remedy: Written content-fueled marketing and advertising campaigns

Our perform at a glance

  • 12 statements of do the job.
  • 130+ projects.
  • Search engine marketing technique.
  • eBooks.
  • Infographics.
  • Tailor made illustrations
  • Weblog posts.
  • Landing webpages.
  • The Articles Internet marketing System.

Melissa was drawn to Brafton’s messaging on information development, but also the flexibility of our pricing model, which will allow clientele to very easily re-allocate invest throughout tasks.

“I’ve worked with several different organizations and organizations by retainer or every month cost, and accountability isn’t normally there,” she reported. “I like Brafton’s tactic to that due to the fact it was a lot more of an à la carte setup based mostly on what labored for their prospects vs . a monetary price for that month.”

The initially several yrs of our partnership had been targeted mostly on website creating. The purpose was to build new, properly-crafted content that showcased FFVA’s knowledge and abilities.

In 2019, we formulated an E-book, landing page, infographic and quite a few blog site posts focused to a “Return to Work” campaign, which focuses on delivering direction to providers as they assist wounded staff members get again into the swing of factors. The campaign ended up remaining a single of the most profitable we’ve worked on so far. FFVA repurposed the infographic and E book for immediate mail campaigns.

Click on the picture earlier mentioned to see 1 of our the latest infographics for FFVA.


Considering that then, we have ongoing to perform on a mix of web site material, customized illustrations, infographics, eBooks and landing webpages.

In late 2020, FFVA also began using Brafton’s proprietary Articles Promoting System, which organizes all deliverables, communications and undertaking statuses in just one intuitive world wide web portal.

“Communication has been seamless, and it’s been outstanding simply because they are often responsive and useful,” Melissa stated of her Brafton workforce. “Whenever I have a problem or want to get to out to them with a certain need to have, they quickly seem into it and make it take place for me.”

The result: More traffic, more sales opportunities

  • Tripled the overall variety of natural and organic search term rankings in 2020.
  • Elevated the number of referring domains to the blog from 2 to 28 in 2020.
  • 14% enhance in website sessions in 6 months.
  • 9% maximize in new customers in 6 months.

“When we started off performing on Website positioning and key terms for a website site, we went from fairly a great deal unranked for that marketing campaign to constantly being on web page 1 or 2, depending on the region in terms of analytics.” Melissa stated.

She chalks considerably of this good results up to how quick it has been to operate with her dedicated Brafton team.

“I’m amazed with many of their qualities—their consistency, relationships, excellent of get the job done, flexibility and adaptability,” she spelled out. “They’re examining off all the bins, and that’s the explanation for our long-time period relationship and partnership.”

Hunting ahead, we hope to increase on these successes with laser-centered, carefully focused Search engine optimization campaigns. Our target is uncomplicated: Additional site visitors, a lot more potential customers and, finally, additional income for our consumer.

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