THE BALTIMORE LIFE INSURANCE COMPANY

Need: The Baltimore Life Insurance Company, a venerable 115 year old mutual life insurance company, called on CCG to boost corporate image, meet community affairs goals and fulfill its philanthropic mission. They wanted a cause-related marketing program to bring positive public attention to the company.

Action: CCG helped launch The Life of Maryland Gallery, a critically acclaimed fine arts gallery at the company’s headquarters dedicated to supporting the fine arts in Maryland with cost-free, commission-free exhibitions for Maryland artists. Extensive publicity for each exhibition produced over 25,000 visitors in the gallery’s history, incalculable media attention and excellent internal and external public relations over the gallery’s 12 year existence.

Results: Baltimore Life is a niche market supplier that benefited from the unique art approach it then incorporated in its advertising and collateral materials. The Gallery provided a continuous venue for image building to the company’s trade and consumer markets, as well as fulfillment of its benevolent giving goals. It also provided tangible results in employee satisfaction and retention among the gallery volunteers.