ANNAPOLIS (May 6, 2014) — The Maryland Automobile Insurance Fund (MAIF) is pleased to announce the selection of Baltimore-based marketing firm, Planit, as its agency of record.
Planit will develop a bold strategy to reinvigorate the 42-year-old brand along with an integrated marketing campaign to amplify awareness of MAIF and to educate Maryland residents and producers about the benefits of its insurance offerings.
“We chose Planit because they have demonstrated success in their approach to building brands and we are confident they can replicate this with our organization,” said Cathy Nyce, director of communications at MAIF. “We’re excited to have Planit help us convey our message in a new way, which will help us continue to reduce the number of uninsured drivers in Maryland.”
In addition to educating Marylanders about the necessity of auto insurance, this multi-platform initiative will encourage the non-insured to get coverage and elevate MAIF to a trusted household name. The campaign is set to launch in the summer of 2014 and will encompass traditional and digital mediums of marketing.
“We are really excited about this initiative. Not only does MAIF have a quality product, they also have a team that’s committed to doing things differently than they’ve been done in the past,” said Sarah Quackenbush, director of client engagement at Planit. “Planit is known for being respectfully disruptive, and we thrive on the challenge of reinvigorating a dormant brand, so this is truly a perfect fit for us.”
The Maryland Automobile Insurance Fund (MAIF) was created by the Maryland State Legislature in 1972. MAIF’s mission is to reduce the number of uninsured motorists in the state by providing automobile liability insurance for Maryland residents who are unable to obtain it elsewhere in the private insurance market.
We’re Planit. A strategic, digitally minded agency that leads revolutions for national and global clients. Whether that’s through digital media, non-digital media, PR, social or the “next big thing”—if it isn’t both creative and smart, we’re not doing our job. That’s why clients including Under Armour, Marriott International, McCormick Foods, Island Def Jam Records and Royal Building Products continue to trust Planit. And that’s why we are able to say we’ve been named one of Advertising Age’s Small Agencies of the Year.
MAIF Communications Specialist