corporate online marketing case studies
|
|
the client - Allianz Cornhill/Petplan
|
Allianz Cornhill is one of the largest general insurers in the UK and part of the international financial services provider, Allianz. In 2004, the company was voted General Insurer of the Year at the British Insurance Awards. In 2005 the company celebrated its centenary.
This project is for the Petplan and Petplan Equine divisions of Allianz. Petplan was founded in 1976 by Patsy Bloom and David Simpson when Patsy discovered for herself the high cost of veterinary care. She developed a totally new concept offering affordable private animal health insurance.
Since then, Petplan has gone on to become the leader in the pet health insurance industry with a 45% market share and over 500,000 animals insured under their policies. They offer cover for dogs, cats and rabbits, and all policies carry the second-to-none Covered for Life guarantee.
Petplan's success can be attributed to the caring approach they take with their customers and their pets, and their specialist knowledge as a provider of pet health insurance.
Petplan pride themselves on processing claims quickly and fairly, and work closely with veterinary bodies such as BEVA, BSAVA and SPVS to ensure that the policies on offer provide the most comprehensive care available. In fact, 94% of vets recommend Petplan to pet owners.
Now backed by Allianz Cornhill Insurance plc, Petplan is part of a wider group which also offers insurance for horses, through Petplan Equine, and for home, motor and general needs.
|
|
the relationship - into our 6th year and counting
|
Numo has been providing Search Engine Optimisation for Allianz Cornhill since 2000, we have provided excellent results throughout and have survived changes in management and agency, working closely with the agency to ensure that the best results are achieved for their client, cost effectively and exceeding expectations.
The relationship we have with the DNA is now so good that we now work for a selection of their other clients, most recently Gordon Ramsay.
|
|
the brief
|
Our brief from Allianz was to achieve ranking for their website in a competitive marketplace, where they had no current visibility in the major search engines. We were asked to work with the agency of the time and ensure that the campaign coincided with the Pay per Click that was managed by their team and other online activity that was currently driving some traffic to the website.
The terms that were required included the highest traffic terms, pet insurance, pet cover, UK pet insurance etc.
|
|
the solution
|
The bespoke package relevant for the project was selected to ensure we had sufficient project time to have an impact on the ranking of the website in the major search engines. The optimisation of the site has changed and moved with the altering face of search engines over the last five years, we have only used ethical methods of optimising the Petplan and Petplan Equine project to ensure that we delivered reliable, results that has helped Allianz achieve its 45% market share in this market.
The terms that were required included the highest traffic terms, pet insurance, cat insurance, dog insurance etc.
|
|
the results
|
The results speak for themselves; we have only provided a sample of the terms available in the campaign, but the obvious results include;
Petplan
Pet Insurance – No. 1
Pet Cover - No. 1
Uk pet insurance - No. 2
Petplan Equine
Equine insurance – No. 1
Horse insurance UK - No. 1
Rider Insurance - No. 1
|
|
the testimonial
|
“We have worked with Numo for over four years and have been happy with our visibility over that period.
We have top placements for many of the major terms important to our Petplan business.
We particularly like the format of reporting and find the information very useful as a guide to our visibility in the search engines.
In the near future, we are looking to expand our program with Numo.”
Gerry McNally - Allianz Cornhill
|
|
|
CALL 0800 294 2020 now to see how we can make your company a success story.
|
