CONTEXT
Based on the premise that it’s unnecessary for every dealership to reinvent the wheel, GMAC Insurance developed a program (originally called "Dealer TIPS") to sell a broad range of insurance products and employee benefits to GM dealers and their employees. As the program was rolling out, the client added GM suppliers to the target audience – with further expansion anticipated down the road.
STRATEGY
Redesign the logo (in compliance with GM standards) to define the brand as TIPS, with supporting brand extensions – TIPS For Dealers, TIPS For Suppliers – that can accommodate future growth.
EXECUTION
Our initial assignment was to produce an overview brochure introducing the TIPS program and its product offerings. First, we reorganized the various insurance products into groups that made sense to dealers (for their businesses, employees, and customers). Then, because we recognized that the prospects were more comfortable with cars than insurance, we leveraged the power of the General Motors brand by using photography of classic car components, and created a color-coding system to help the TIPS sales force identify collateral materials for multiple audiences. In addition, we designed a web site (gmacitips.com) that includes self-selected marketing content and a secure area for interactive processing of insurance products, beginning with Gap Care.