Companies Coming Together Can Create a Better Offering.
Their Messaging Should Match.
Corelogic Symbility’s Offering Messaging.
The ask:
In December 2018, CoreLogic, a property information, analytics, and data enterprise, acquired Symbility Solutions. The acquisition would see Symbility roll up into CoreLogic’s more extensive Insurance and Spatial Solutions department. Being part of this new large company opens many new opportunities for Symbility’s offerings to improve and grow, as well as provide higher value to their customers. How could messaging, including a tagline, product information, and value propositions, be updated to better reflect the larger CoreLogic offering and its overall value to the industry?
The big idea:
After taking the time to understand the broader offering, we realized many small problems around a business were being solved, but also one more significant problem that touched everyone in the insurance business. By addressing all of the individual solutions through an overall connected system, CoreLogic was actually connecting people and information across an entire organization (both internal and external stakeholders), in an industry where data is traditionally, and not always purposefully, siloed between departments. Sometimes, that information would even be siloed between different software used within a single department. We needed to develop messaging that spoke to how CoreLogic’s offering broke down the historically siloed insurance business, and instead, brought a company together.
The solution:
Selling into many departments of a business means that each person needs to understand the benefit to them and their job first and foremost, but also how it connects to helping the rest of their company. We needed to come up with messaging that would speak specifically to people’s most pressing issues, while also being broad enough to be understood as where that connects to the more extensive solution and how it can help others.
Speaking to multiple stakeholders, we determined five main themes that spoke to most of our core audience in a general way, but one that could be interpreted to feel personal to each individual’s most pressing problem. From there, we were able to dive deeper into different areas of a customers’ business and unique roll challenges while using the main five themes to underline all messaging.
Finally, to anchor the whole thing together, we developed a tagline that tells their company clients that CoreLogic’s combined offering would help to bring all things desperate across their company together and give them the feeling of “Insurance Integrated™.”
The results:
The outcome for this project was a core set of messages that would be used to succinctly explain the benefits of CoreLogic’s complete offering to the insurance industry and their adjacent partners.
Quick and enthusiastic buy-in on the messaging from executives at every level of the organization. The “Insurance Integrated™” tagline was trademarked within weeks of its first presentation.
The five main message points became the core of all messaging coming from the Insurance and Spatial Solutions department moving forward.