[Blog] Good Neighbors

By Chris Paradiso

In the world of insurance, your connection to the community is paramount. When talking about community-based marketing, the initial step is always to define what “community” means. While we serve clients in 38 states, for our agency, Paradiso Insurance, our local community in the rural town of Stafford Springs, Connecticut, where we are based, is our immediate focus.

Stafford Springs is a close-knit community where values and mutual support are deeply rooted. Despite its size, the town thrives on the strength of its small businesses and the dedication of its residents. Our agency, located on Main Street for over 11 years, has embraced the opportunity to be an integral part of this community. We actively participate in and host events that resonate with the people here, emphasizing the importance of giving back and making a difference.

Community-based marketing, for us, is about more than visibility; it’s about contributing positively to the fabric of our town. Our relationship with the community is symbiotic. We support local initiatives, and in return, the community supports us, fostering a positive cycle of growth and goodwill. This mutual support extends beyond just business transactions—it builds trust and a sense of shared purpose. Word-of-mouth referrals, driven by our community involvement, have been instrumental in our success.

Community-based marketing offers us unique opportunities to engage with our customers on a personal level. Prioritizing face-to-face interactions and community involvement allows us to build meaningful relationships, addressing individual needs and providing a personalized customer experience. The emphasis on customer-centric service differentiates us from competitors who focus primarily on quick, impersonal transactions.

Our signature campaigns illustrate some of the different ways we seek to build community. The Bikes for Reading program incentivizes Stafford Elementary School students to read, tracking their reading hours to enter a bike raffle. This initiative not only motivates young readers but also brings families and the community together, creating memorable moments and promoting education.

Our Flag Day celebration is another cornerstone of our community engagement. At this event—which features food, music and activities—we distribute custom patriotic T-shirts, collect and properly dispose of retired flags and offer free replacement flags and mounting kits. Highlighting the accomplishments of individuals like my sister Rachel, a Special Olympics bronze medalist, adds a personal touch and strengthens community ties.

Recognizing that hospitalized children often cannot enjoy traditional Halloween candy, our Reverse Trick-or-Treat campaign collects toys for children at the Connecticut Children’s Medical Center. This initiative not only brings joy to the children but also showcases our commitment to community welfare. Sharing the campaign’s progress on social media keeps our audience engaged and highlights the collective efforts.

When new regulations threatened the annual Stafford Springs Easter Egg Hunt, our agency stepped in to sponsor and organize it, preserving a beloved tradition and thereby demonstrating our commitment to the community. The positive feedback and social media engagement further solidified our role as a community pillar.

These sorts of efforts allow us to make a tangible difference in our community while building trust and loyalty among our clients: when you connect with your audience in a meaningful way, everyone benefits.

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