CHURCH MUTUAL
INSURANCE COMPANY

Church Mutual Insurance Company’s core market, houses of worship, was shrinking. To continue growing their business, they needed to further expand their 125-year-old religious-focused brand into non-religious markets. The nonprofit and human services segment was a natural fit because, like churches, these mission-driven organizations benefit from a specialty insurance provider that better understands the special work they do. But many food banks, daycares and other organizations in this category had never heard of Church Mutual.

To attract the attention of this passion-led market segment, we centered the campaign around something scarcely found in commercial insurance marketing – emotion. Church Mutual is a purpose-driven insurance company that truly believes in the missions of the purpose-driven organizations they serve. So we sought out real organizations and showed the real caring connections Church Mutual has with its customers.

To help drive further credibility for a brand largely unknown in this category, we partnered with NPQ, one of the nation’s leading nonprofit publications, in a co-sponsored paid media launch. Many of our efforts were co-branded and placed within their endemic media network, allowing us to leverage their already trusted name with an audience new to Church Mutual. Our carefully crafted campaign strategy paid off. In less than a year, first-mention unaided brand awareness in this new market segment increased an astonishing 161%.