Church Mutual
Creating A Dual-Purpose Campaign
We created a campaign for Church Mutual that combines lead generation and brand-building objectives.
Background
Church Mutual Insurance Company provides specialized insurance to houses of worship, nonprofits, schools, and dozens of other organizations committed to serving the people and their communities. They came to Upswing with two large-scale marketing needs: lead-gen content that would increase web traffic and drive conversions, and brand-building content that would encourage existing customers to renew their policies — and feel that CMIC understood their missions in a way no other insurer could.
Our work
Before CMIC came to us for lead-gen content, we pitched a brand-building video campaign called Elevate using emotional human storytelling to position Church Mutual as a partner to organizations that share their mission: elevating the human condition. The Church Mutual team loved the idea, but in order to meet their lead-gen needs, we’d need to tweak the content to accommodate CTAs designed to convert audiences — not just tug at their heartstrings.
We took Elevate back to the drawing board, and decided the best way to bridge the gap between brand-building and lead-gen was to incorporate customer testimonial content. Testimonials would help audiences see CMIC as both a stellar insurer and an ally to their house of worship’s mission.
Once we’d settled on positioning that checked both of CMIC’s boxes, it was time to create assets. We launched the Elevate campaign with two hero videos — high-production, high-emotion stories featuring two standout Church Mutual customers: LLC K-9 Comfort Dogs Ministries and Mountain Mission School. The videos showed the incredible impact that each organization makes on their communities — and how specialized insurance coverage from Church Mutual helps them live out their missions with confidence. The Church Mutual testimonials paired well with the heartwarming content, allowing us to seamlessly incorporate CTAs without sacrificing the content’s emotional pull.
Once the hero videos were complete, creating assets that fit seamlessly in a diverse slate of channels was easy. From print ads, to podcast reads, to digital banners, our content distribution strategy ensured the Elevate campaign reached CMIC’s target audiences — no matter where they got their house of worship content. Creating a marketing campaign that combines lead-gen and brand-building goals is no small challenge, but our hard work paid off: The Elevate campaign drove an overall increase in YOY site traffic, and positioned CMIC as an encouraging, steadfast partner to its existing and new customers.
