20th Century (Public Relation)

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Term Paper Title	20th Century (Public Relation)
# of Words	3033
# of Pages (250 words per page double spaced)	12.13

20th Century (Public Relation)

MARKETING 438
PUBLIC RELATIONS

MAJOR CASE PRESENTATION
20TH CENTURY INSURANCE COMPANY
BY
Branson C. Nicholson
Nichelle Cox
Rhonda Porter
1lb4198

02/17/99

Instructor:  Paula Becker

UNIVERSITY OF PHOENIX
Long Beach Campus

Table of  Contents

History,  Position, Targeted Market, Goals                         Page 3
Northridge Earthquake, Crisis                              Page 4
Comeback Kid, Results of PR Campaign                         Page 6
Developing a Crisis Plan,                                   Page 7
Crisis Team, Milestones for Communication                         Page 8
Issues                                                  Page 9
Plan Approval, Anticipated competitive responses                    Page 11
Recommended press release                                   Page 14
References                                             Page 15
Appendix A                                             Page 16

  History
20th Century Insurance was established in 1958 and was the first company of its kind to sell automobile insurance without a middleman, known in the industry as a broker or agent. This direct sales approach allowed 20th to offer insurance at a much lower premium than its competitors. To date, 20th Century Insurance is still recognized as one of the most economical full service automobile insurers in the California market.
Position
In terms of market share, 20th Century is the fifth-largest car insurer in the state. The company's credit rating was recently upgraded from a B- to BBB+ and its stock is being traded around $21.50.
20th Century is also among the Valley's (headquarters office location) largest firms in both market capitalization and employees. The company currently employs in over 2,000 people.
Targeted market
For the first 30 years of the company's existence it enjoyed huge profits from selling only automobile insurance. These large profits were achieved, due in part, to its targeted market which are generally people in the age range of 30-60 who are classified as a low risk  "good drivers". The company's structure of selling insurance directly to the customer while providing excellent customer service is also a driving force to its success.
     In 1982 the company began offering homeowner's insurance and this venture also proved to be financially successful for the company. The vast majority of the homes insured by 20th Century are located in the Valley cites and at one time the homeowner's insurance made up about 10% of the company's business, however, to date it only constitutes about 2%.
Goals
     In 1994, 20th Century Insurance was a company on the rise. It was ...

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