106_SIHO_PMG_FC_1K2A1380
SIHO Insurance Services

How PMG Helped SIHO Turn a Trusted Name Into a Brand Built for the Future

Branding / Marketing

About SIHO

For nearly 40 years, SIHO has helped employers, brokers, and members navigate healthcare through flexible benefit solutions, personalized service, and trusted partnerships. But as the Indiana-based health insurance provider evolved, its brand had not fully evolved with it.

SIHO engaged Pence Media Group (PMG) to take a comprehensive look at its marketing and communications and identify opportunities to better support the organization’s growth. What began as an assessment ultimately led to a full brand transformation and the opportunity to redefine what SIHO means for the future.

Identifying the Opportunity

PMG began with research, conducting stakeholder interviews and evaluating SIHO’s brand, messaging, digital presence, social media, competitive positioning, and broader marketing approach.

The assessment uncovered a disconnect. SIHO had sophisticated health benefit capabilities, longstanding relationships, flexible solutions, and a high-touch approach, but its external identity did not fully communicate those strengths. Stakeholders also identified limited awareness and confusion around SIHO’s capabilities, particularly outside its established markets.

SIHO initially believed the answer might be an entirely new name. The acronym originated from “Southeastern Indiana Health Organization,” language that no longer reflected the organization’s reach or ambitions.

PMG’s discovery process revealed something equally important: SIHO already had valuable brand equity. Members saw the name on their insurance cards. Providers recognized it. Established markets knew and trusted it. Replacing the name entirely risked leaving that equity behind.

Redefining Rather Than Replacing

Through PMG’s #MakeItKnown process, the team approached the engagement as a business and communications challenge first and a visual identity project second.

The solution was to preserve the SIHO name while giving it new meaning:

Service. Integrity. Health. Outcomes.

The new tagline transformed SIHO from an acronym rooted in geography into an expression of the organization’s values and ambitions. From there, PMG developed a refreshed visual and verbal identity designed to feel confident, approachable, people-first, and sophisticated, while preserving the familiarity SIHO had built over decades.

And the team moved quickly. PMG had approximately 2.5 months to move from discovery and strategy through brand development and prepare the refreshed identity for its first major reveal at the largely attended SIHO Summer Summit hosted at Fishers Event Center.

Turning a Brand Reveal Into a Brand Experience

Rather than treating the second annual SIHO Summer Summit as simply an event, PMG recognized an opportunity to make it the first major activation of the new brand.

The refreshed identity made its debut at the conclusion of the July 16 event. Following a brand reveal video created by PMG, with animation by Mark Olsen, attendees experienced the new SIHO look firsthand at a fully branded cocktail reception. PMG also supported the internal rollout, helping employees understand not only what was changing, but why, and equipping them to consistently represent the new SIHO brand.

An integrated paid LinkedIn campaign extended the Summit beyond the room, targeting brokers, providers, employers, and HR leaders. PR, social media, email marketing, and video worked alongside the event experience to build awareness and introduce the refreshed identity across multiple touchpoints.

Having one partner handle marketing, digital, creative, and PR made everything easier and more effective. The team truly understood our brand and goals, so messaging stayed consistent, and ideas flowed seamlessly across channels. It saved time, reduced complexity, and helped us move faster with confidence.Ashley GarciaChief Administration Officer

The Pence Media Group team was on-site to support the event, brand experience and media content opportunities throughout the day.

Building Momentum Beyond Launch Day

The 2026 Summer Summit welcomed 225 attendees, while the integrated campaign generated strong engagement. Summit emails achieved open rates as high as 86.2%, and paid LinkedIn promotion generated 48,090 impressions and 293 clicks among professional audiences across Indiana. Video creative also outperformed static creative, including one ad set that generated website visits 76.69% more efficiently than LinkedIn’s peer benchmark for similar campaigns.

But the larger result extends beyond a single event or campaign.

SIHO emerged with a clearer articulation of who it is, unified messaging, modern visual standards, and a suite of assets that can be consistently deployed across marketing, sales, events, and digital communications. Most importantly, the organization was able to modernize without sacrificing decades of recognition and trust.

Pence Media Group continues to work with SIHO across marketing, public relations, and digital services, activating the refreshed identity and building the awareness and visibility needed to support the organization’s next chapter.

This engagement was successful because PMG took the time to understand our goals and truly worked as an extension of our internal marketing team. They were easy to work with, responsive, and delivered high-quality work that made a real difference. I’d recommend PMG to teams looking for a partner they can trust to jump in, move quickly, and get things done.Ashley GarciaChief Administration Officer
CONSIDER IT DONE.

PMG Contact Form

Partner with PMG.

At PMG, every great partnership starts with a conversation. Share your goals and we’ll bring the strategy, creativity, and experience to make it happen.

Related Projects

Since you clicked on the project above, we thought you might also be interested in these three Pence Media Group projects.

View All Projects

How PMG Helped SIHO Turn a Trusted Name Into a Brand Built for the Future

Branding

2026 Red Gala Strategic Support

Public Relations

Ritz Charles Brand Refresh

Branding