Nationwide Mutual Targets Ohio, National Minorities for P&C Sales

Nationwide Mutual Insurance Co. is targeting minorities to grow its property and casualty insurance business.

Beginning this month, the Columbus, Ohio-based insurer has tailored its “Life comes at you fast” ad campaign to promote insurance policies to black and Hispanic motorists.

Ads featuring black actors are airing on local Columbus network and cable television programs and over local radio stations that cater to a black audience. Ads are being mixed in with Nationwide’s regular national advertising, though they will appear more frequently in cities with high black populations, such as Atlanta, Birmingham, Ala., Charlotte, N.C., Memphis, Tenn., and Philadelphia.

Spanish language TV ads are airing nationally on Spanish language networks, such as Telemundo and Univision, in cities with high Hispanic populations, including Washington, D.C., Dallas, Houston, El Paso, Texas, Atlanta, Raleigh, N.C., Charlotte, N.C., and Philadelphia.

Four Columbus Nationwide insurance agencies have Spanish-speaking agents: Geswein Insurance Agency, Gwynne Vaughan Insurance Agency, Frye Insurance, and Pyron Insurance.

Minorities outnumber whites in Texas, Hawaii, Washington, D.C., New Mexico and California, according to data released today by the U.S. Census Bureau. Minorities make up around 40 percent of the populations of Maryland, Mississippi, Georgia, New York and Arizona. About 16.7 percent of Ohio’s residents belong to a minority group.