MADSIF, Michigan Auto Dealers Self-Insured Workers’ Compensation Fund
MADSIF hired Keystone to create a modern, next-generation website.
The Background
The MADSIF (founded in the early ’90s) business model is a member-owned insurance fund for Michigan Automobile Dealers. In 2021 MADSIF transitioned from its retiring, long-term Fund Administrator, to a long-time industry insider, based out of the east coast.
The incoming Fund Administrator inherited a dated, both in functionality and technology, website. The new fund administrator embraced a ‘ReFresh MADSIF’ campaign, designed to:
- Increase current members’ engagement.
- Increased member awareness of the fund’s financial benefits.
- Grow membership.
The Strategy
Through a robust discovery phase, Keystone uncovered a successful path forward with a 2-pronged approach. The old website was perceived as dark and uninviting. The client and Keystone worked towards creating a more light and inviting website.
A Member-only, Resource-rich, Password-protected Section
Website statistics showed members were not finding value in the current member-only section and therefore, never went there. It was determined that a more user-friendly member section would improve member engagement. In the old website, it was hard for members to find video training or claims reduction information. Keystone improved the navigation, allowing users to easily find the information consistently from one page to the next.
In addition, Keystone reduced the friction to logging into the member section by creating an easily followed path to log in.
Highlight Fund Advantages
By highlighting the fund’s advantages for prospects, we naturally increased current members’ awareness of how the fund is saving them money and other core membership features. As an example, on the homepage, we highlight ‘Member Training’ and then offer a highly visible login for ‘Training Materials’.
In effect, while encouraging new member signups, we are reinforcing current members’ awareness of the financial and health benefits of being a part of a member-owned workers compensation fund.
The Impact
Member Engagement
While the number of members logging into the members-only section is roughly equivalent from the old site to the new site, these members are logging in at two TIMES the rate at the new website. Current members are watching videos and reading training materials at four times the rate on the new website.
Increasing Members and Their Awareness of Benefits
The new website is making a huge positive difference!
Membership renewal for 2024 was at 100%!
New membership increased 1.7% in the first quarter after the new website was launched. And this is before MADSIF’s major promotional push.
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