PetPartners

Finding Their Own Bark

Since 2002, PetPartners has long been a silent but reliable figure in the world of pet insurance. The Raleigh-based brand lacked a strong consumer-facing identity and asked Paragraph, along with our partners at Torchlight Technology Group, to help guide them through it. As always, we allowed research to inform the strategy. Our interviews began with the PetPartners staff to determine how they saw themselves. While asking how the brand stood out from its competitors, interviewees struggled to articulate a differentiator or identify their position in the marketplace. However, they could easily talk to us about the passion of their hardworking, experienced, pet-crazy coworkers. We believed they could use this passion as a competitive position in the marketplace.

As we researched other pet insurance brands, it became clear that pet insurance can be confusing to consumers and most all competitors were not explaining their products well. The legally-compliant content was there, but they weren’t considering the simple language to speak to pet parents. Because PetPartners centers their products and process around the best interests of the consumer, we pursued this direction to highlight the team’s personal attention and willingness to constantly improve. Our strategy provided the PetPartners team with insight into what makes their products unique, as well as how better understanding their pet parent audiences will help distinguish them in a sea of pet insurance brands.

Key Deliverables

  • Qualitative Research
  • Quantitative Research
  • Digital Analytics Review
  • Competitive Analysis
  • Audience Journey Studies
  • Audience Engagement Surveys
  • Brand Positioning
  • Brand Voice & Message Platform
  • Brand Identity & Visual Language
  • Brand Identity Guidelines
  • Website Strategy & Design

Utilizing our customer persona’s and journeys, we created a website user experience and developed additional content to promote transparency and empathy in the pet insurance industry. The evolved site better aligns with the new brand identity and now has a tone that highlights PetPartners’ expertise and passion for pets.

Because they center their products and process around the best interests of the consumer, we pursued the direction to highlight the team’s personal attention and willingness to constantly improve.