Catherine "Cat" Hufnagle - Hufnagle Insurance Group
Meet Cat as we share the story of having her business' online brand damaged and how PortoSpire was able to help.
About Hufnagle Insurance Group
Hufnagle Insurance Group (HIG) is an insurance agency that specializes in auto, home, and business insurance in Ohio (OH). The group brokers insurance from over 26 carriers and has served their community for over 5 ½ years helping to protect their customer’s homes, autos, and businesses. Owner Catherine “Cat” Hufnagle, often referred to in the local community as “The Risk Eliminator”, has built her brand around risk mitigation and emergency preparedness.
A bumpy road - the challenge
Cat began expanding her business’ reach into digital channels with a planned website and started encountering some serious challenges and issues along the way. Their website was being built within a WordPress installation by a local company that had come highly recommended. None of their online efforts thus far had resulted in direct quote conversions.
As the work on building the new design and content was underway, the original domain expired and was purchased by someone else. After the new purchase the site had been replaced to provide viruses and other malicious content to visitors. Additionally, the new WordPress installation was compromised and had itself begun to serve malicious content even after moving to a new domain. These series of challenges had damaged the brand’s reputation and they didn’t know how to begin repairing their online presence.
"...comforted by the standard process for discovery of vision and branding, as well as the open interview format to identify opportunities for improvement and develop strategies to resolve issues."
A standard process - the solution
Not knowing how to begin repairing the damage to the brand’s reputation Cat was “comforted by the standard process for discovery of vision and branding, as well as the open interview format to identify opportunities for improvement and develop strategies to resolve issues”. Additionally, partnering with different providers to work through the brand’s reputation management and website rebuild would have taken far longer compared to the streamlined process and well-rounded solutions provided through the standard process and single partner approach. After helping to discover the branding alignment opportunities and clearly identifying the target marget segments the next most impactful effort was to align all listings and indexes to remove references to the malicious or incorrect information.
Reflecting on the journey - the outcomes
After partnering with PortoSpire for 2 years Hufnagle Insurance Group has observed a great increase of website visitor conversions and generated quotes for insurance coverage that can be directly attributed to the new site and online branding. After working through the discovery process to identify vision, themes, and target segmentation focus; the HIG brand now communicates a stronger cohesive story across all marketing channels. Cat mentioned that after working with some marketing assistance provided through State Auto she received the feedback that they all “Love the new brand story and ease of use with the new site”.