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Advertisers

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Nate Wells

Alex Egner

Abby Long

Individual Credits

Lead Designer

Design Company

Client

Design Team

Annually, we reward our top 100 agents and brokers with an all-expenses paid trip to the Indy 500.
During the trip we provide guests with lavish dining experiences and private excursions. To notify guests
they are eligible to attend, we mail custom packages for the Save the Date and Invitation.
Our target audience was our top 100 agents and brokers. We mailed an actual brick as our Save the
Date, a fun play and tie in to Indy’s famous, “Welcome to the Brickyard.” We invited guests with a
decorated, yet functional toolbox containing items they’d need at the event, like ear plugs to dull the
roar of the race cars, an itinerary, and other necessities such as items needed for the excursions.
Our intention behind the Indy 500 event was to build broker loyalty. The experience created an
environment to establish and grow relationships. In insurance, partners and brokers work with those
with whom they have strong relationships and by creating this experience for our partners/brokers and
sales team to connect, it helps to secure that loyalty and foster further engagement between both
parties.
Agents and brokers who attend this event have a history of long-term partnerships with Applied -
proven by their many years working with our organization.
An unexpected challenge we faced while executing the event was providing the same level of guest
experience with half attendee capacity at the Indianapolis Motor Speedway due to COVID-19. Part of
the experience of the Indianapolis 500 is the grandeur of the speedway packed with spectators. We had
to find a creative solution to exceed expectations without the full crowd environment that the
Indianapolis Motor Speedway typically provides.
To combat the limitations of the lack of spectators at the Indianapolis Motor Speedway, we found ways
to provide exclusive access for our guests using different connections in the racing world. Guests had
the unique opportunity to join small group tours of the racing teams’ garages. This perk would not be
available during a full capacity event.
Our engaging experience has a direct correlation to broker loyalty through multiple channels. We
understand that partners and brokers work with people they have relationships with and in that
understanding create an engaging, thoughtful and exciting in-person event to build on our relationships
with partners and brokers. Our goal is to create valuable, long-term partnerships and those partnerships
are the complete end goal for this event.
As an organization, we set the expectation high for ourselves and in return receive the same from our
partners and brokers. Broker loyalty is a fundamental stepping stone to our organization’s success.
For the 2021 Indy 500 event, we had 42 guests in attendance (we had lighter attendance due to reduced
capacity because of COVID-19). A breakdown of their ongoing loyalty follows:
• 19 brokers have partnered with Applied 1-4 years = 45%
• 6 brokers have partnered with Applied 5-9 years = 14.3%
• 8 brokers have partnered with Applied 10-14 years = 19%
• 7 brokers have partnered with Applied 15-19 years = 16.7%
• 3 brokers have partnered with Applied 20+ years = .08%
• 4 brokers no longer partner with Applied = 1.0%

2021 Indy 500

Indigo Design .css-77mll5{display:block;}@media screen and (min-width: 80em){.css-77mll5{display:inline;}}Award Winners

2018

Indigo Design Award Winners