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Case Studies
Thomas H. Wetzel's (THW&A) professionals have directed a long list
of projects and campaigns over the years. Here's a sampling of major successes.
- A well-known property-casualty insurer
assumed control of a small truck insurer that had gone into receivership.
The challenge was to create a new image for the truck insurer unit from
scratch that would help fuel a rapid sales turnaround. A campaign was
created based on advocacy of key issues favored by truckers and trucking
companies. In year three of the campaign, a readers' survey in a leading
truck industry magazine named the company the insurer-of-choice. By
year five, the campaign had garnered 683,892,730 in total media image
impressions (the number of people reached), fueling sales growth of
125% and catapulting the company to the number three position in market
share. The enormous name awareness and goodwill also facilitated relationships
with a truck manufacturer and a major truck stop chain that enabled
the insurer to expand its distribution channels.
- A major insurance organization asked
THW&A to assess its reputation among major opinion leaders within
the industry. We interviewed dozens of leaders by phone and in six weeks
delivered a final report identifying problem areas and recommending
key strategies and programs to affect a turnaround. The report was a
key element in a new initiative that has resulted in major improvements
to its industry standing.
- A life insurance subsidiary elected to
close one of its offices without informing its employees, which resulted
in a major scandal within the local community and potential harm to
negotiations with a prospective buyer of the unit. Within three days,
a crisis communications plan was launched that eased tensions in the
community and kept buyer negotiations on track.
- A property-casualty insurer learned that
its financial rating was about to be lowered by one of the primary rating
organizations and called for help. An analysis was conducted on the
company's presentation that included a recommendation for a new version
that emphasized key financial elements missing from the previous one.
The resulting revisions caused the ratings organization to rescind its
decision to lower the company's rating.
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