if you would’ve told me six months ago that it’d take six months to get all the content to treefort for the website and that, in the end, it’d only be, like, six sentences, i would’ve said you’re nuts.

but it is what it is — no more.

and in this case, though what we say and how we say it is important, what we don’t say is just as important — if not more.

no hyperbole. just the truth. trusting that the right people will get it. and that if we create the right preconditions for something to happen, it might.

also, the presupposition that nobody cares. especially about a category like insurance. it’s liberating once you accept that.

the way i figure it, people are pretty smart. especially the people i like working with.

smart people doing interesting work.

so it’d be pretty stupid to try and convince people that our products are somehow better than everybody else’s, right?

or that, somehow, our level of customer service is — this is my favorite — “unprecedented,” as another local agency would have you believe.

no, i’d rather not waste your attention. i’d rather see if we can’t give people an altogether different reason for doing business with us than everybody else.

so: no advertising. no direct mail.

getting pummeled with messages? not by us.

don’t even have to do business with us to appreciate that.

instead, how about creating something that actually adds value?

something meaningful. something that might actually make a difference or make peoples’ lives easier. or change the world on our clients’ behalf.

so we decided to follow our passion and do something we’ve always wanted to do: a campaign to support and promote the local businesses that help set our city apart.

the first element is this sticker, which you’re going to see popping up all around town in the windows of your favorite, local independent businesses.

from there, we can do anything with this. but we can’t do it ourselves. have some ideas? want to help?

your participation is key if we’re going make this work and have a measurable impact.

if you’re a business owner or an engaged citizen looking to get involved, get in touch.

run a business and need a sticker? need a sticker to give to your favorite business?

i’ve got 1,000, and as soon as treefort finishes building the website, they’re going up. after that, we’ll probably have a little ho-down for anybody who’s interested in playing a part.


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4 Responses to “brilliant.”

  1. madebyamyd Says:

    oh hooray!! you are fantastic! this is such a new idea. (i ended up going to clintonville outfitters by the by)
    i need a new sticker for our new vehicle.

  2. madebyamyd Says:

    how many times can i say “new”?

  3. kellie gedert Says:

    PLEASE send us about 15 of these!
    Uptown Market Bistro
    attn: Kellie
    1 State Street
    Westerville, OH 43081
    So glad someone is doing this! Our restuarants goal is to buy more and more local. community based!
    great idea!! thank you!!!

  4. kellie gedert Says:

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