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After merging, McKillop Mutual Insurance Company and Middlesex Mutual Insurance Company became the MutualONE Insurance Company.
After merging, McKillop Mutual Insurance Company and Middlesex Mutual Insurance Company became the MutualONE Insurance Company.
Brief
Brief
The McKillop Mutual Insurance Company and Middlesex Mutual Insurance Company shared many values and visions, so it felt natural and comforting when succession plans resulted in a merger. They shared a commitment to supporting and residing in small-town agricultural communities.
Challenge
Challenge
When Rob Lilley, owner of Web Dev Interactive, was asked to create a website for the new brand, MutualONE Insurance Company, he asked me to help MutualONE's marketing manager merge the content from the two sites into the new website, carrying forward a new vision with historical values.
Strategy
Strategy
I drafted a side-by-side comparison of the archives of the two insurance websites to help them capture their similarities and nuances. We then conducted an ROT analysis to edit out the redundant, outdated, and trivial content and identify gaps where new content was required. I then drafted a new content deck illustrating the details of the new website navigation, information architecture, wayfinding, and page content, working with MutualONE's marketing manager to weave in the new brand positioning.
Results
Results
The new website captures the essence of over 100 years of rural community service in a new, modern, and small-town appealing website.
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