Case Study: Idaho Counties Risk Management Program refreshes its brand and website with Red Sky

Idaho Counties Risk Management Program boosts member retention to 99% with Red Sky

The Idaho Counties Risk Management Program (ICRMP), a member-owned insurance pool serving over 950 local governments in Idaho, needed to completely refresh its 30-year-old brand identity and develop a new website to better serve its members. They turned to vendor Red Sky as a strategic partner to guide them through this comprehensive rebranding, messaging, and website development project.

Red Sky began by conducting a brand audit to develop a new brand platform, which included new values, positioning, a personality, and a promise. They used this foundation to create a refreshed logo and tagline. Simultaneously, they developed a new, streamlined website to improve user experience and information access. The client reported that the new website reduced member confusion and decreased phone and email inquiries, while also helping ICRMP maintain its 99% member-retention rate throughout the rollout.

Idaho Counties Risk Management Program (icrmp)