Case study

Sona Insurance: Creating a Strategic System for Sustainable Growth

The Marketing Centre helps Sona Insurance, an independent insurance broker, to achieve a 265% increase in organic and direct website visits in four months by developing a strategic system built from scratch to fuel scalable growth.

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The Challenge

Sona Insurance is a modern, independent insurance broker offering a whole new approach — personal, expert, and tailored.

While the business had grown through trusted relationships, it needed to move beyond word-of-mouth to meet 2025 growth targets. Competing on price alone was no longer sustainable.

Sona needed to clearly articulate its value, reach new commercial and property audiences, and build a marketing system that could scale — all without in-house infrastructure, Customer Relationship Management (CRM) system, or previous marketing activity.

The Journey 

Stephen Rumbelow, one of our fractional CMO's in Eastern Counties, worked directly with the CEO of Sona, Rob Thacker and their Leadership Team to define Sona’s growth strategy and deliver it hands-on.

Working together, they aligned around a North Star, ideal customer profiles (ICPs), and a distinct value proposition focused on clarity, protection, and tailored advice.

Stephen then built the entire marketing system from the ground up:

  • A new website and service landing pages.
  •  Refreshed brand positioning and a comprehensive brand playbook.
  • A content strategy shaped around real customer needs and buying triggers.
  • A full campaign plan combining SEO, Google Ads, and LinkedIn (organic and sponsored).

The next step was the creation of high-impact formats like short-form video and carousel posts, ensuring every piece of content acted as a stepping stone on the path to purchase.

The approach was lean, insight-led, and fully executed without agency involvement — every asset, post, and dashboard was delivered in-house as part of building a truly scalable foundation.

The Solution

From strategy to delivery, Stephen built a complete demand generation engine for Sona — one that makes the brand discoverable, differentiated, and ready to grow.

The next phase will focus on outbound email, CRM integration, customer lifecycle marketing, and LTV modelling to support smarter acquisition and retention strategies.

The Results

These marketing initiatives provided a solid platform  for growth and have already delivered tangible results in just five months:

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265% increase in organic and direct website visits. 

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Google Organic visits up 52%.

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Direct traffic up 104%.

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High value new business wins directly linked to LinkedIn content exposure.

”Our business had never undertaken any marketing at all prior to The Marketing Centre & Stephen’s involvement, and I was determined not to start until we had absolute clarity about our distinctive proposition, and a determination that once we started, we would stay the course.  I see too many companies with out-of-date materials, and in our world something is always happening, so there is no excuse.

 

Stephen bought clarity and understanding to our approach, he fine-tuned our USPs and developed a plan, with KPIs.  He then implemented everything we discussed, and our online exposure has rocketed.  We are now starting to see a flow of leads, and business. I now feel confident that we are doing all the right things, at the right time, and capitalising on our successes beyond within our own office.”

 

Rob Thacker, CEO, Sona Insurance

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