Farm Bureau of Virginia launched a re-branding campaign to convey “The Membership Advantage” with TV spots, print ads, radio and a dedicated landing page. An email and SMS text messages campaign was used to follow-up to potential customers who requested quotes. Re-branding resulted in a 20% rise in aided awareness and a reversal of membership decline to record membership within 18 months. The advertising campaign for Farm Bureau Insurance generated a 27% rise in insurance quotes in 12 months.