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To profitably grow, Church Mutual must expand our religious-focused brand into compatible markets. The nonprofit and human services segment is a natural fit because, like houses of worship, these mission-driven organizations benefit from a specialty insurance provider that understands them. To attract the attention of these passion-led people, we centered our campaign around something scarcely found in commercial insurance marketing – emotion. Church Mutual shares our customers’ mission to elevate the human condition, and we showcased this connection by spotlighting customer stories. Ultimately, we were able to successfully increase brand awareness among nonprofit and human service organizations.

Contributors:

Advertising Agency:	Nelson Schmidt, Inc.

CHURCH MUTUAL INSURANCE COMPANY, S.I.

Location: United States