Branding & Advertising
“Wick Marketing plays a key role in helping us plan and execute the company’s message in all forms of media, not just advertising.”
Senior Manager, Marketing and Community Affairs
Texas Mutual Insurance Company
Achieving goals with research-based ideas
At a Glance: Our team creates and manages advertising and other creative projects for Texas Mutual—including market research, message development, creative/production and media planning and buying. Wick Marketing provides account planning, management and media, working with BAH! Design to produce creative for a variety of target audiences.
The Work: Wick Marketing has partnered with BAH! Design and Blitz Media Labs to deliver high-impact, targeted advertising to achieve specific goals for Texas Mutual Insurance Company. In the beginning, we crafted humorous ads targeted at agents to shift the perception of the Texas Workers’ Compensation Insurance Fund (as it was known then) as a state agency and to start thinking of “the Fund” as a viable, professional carrier of choice. In addition, we saw the company through two name change campaigns and worked closely with the company to enhance its service image among agents.
Based on agent input, in 2002, we began working with Texas Mutual to build an advertising program targeted at employers, including current policyholders. The company needed to achieve better awareness to support independent agents in selling and retaining Texas Mutual policies. Results have measurably exceeded expectations in generating awareness and positive perceptions about the company.
Our approach continues to use research as our guide and to collaborate with Texas Mutual leaders to formulate a yearly plan based on long-term objectives. We analyze key audiences and develop strategies to address immediate and long-term market conditions, all the while continuing to support long-term awareness, branding and corporate positioning.