Together with its new foundation CM Cares, this leading specialty insurance provider was launching a $250,000 scholarship program to support future religious leaders. To reach nationwide audiences of religious students, higher education and insurance professionals, customers and employees, Church Mutual approached us to develop and execute a marketing launch plan.
Our strategy used a multichannel, segmented approach to resonate with broad ranging targets. The creative featured vivid, close-up faces representing a diversity of faiths and nationalities. Humanizing the message helped readers to connect the offering with religious scholars they might know who could apply.
Tactics included direct mail, print and digital advertising, webpage design, email marketing, content development and public relations. The campaign landing page featured a link to the application site as well as downloadable marketing content.
The four-month campaign exceeded the first year application goal by almost 400 percent. It engaged more than 3,100 site visitors from across the country, while spreading the word among religious scholars, educators, leaders, customers, insurance professionals and others.