2018 Strategic Communications Plan2018 Strategic Communications Plan June 2018 Insurance Information...

2018 Strategic Communications Plan

June 2018

Insurance Information Institute 110 William Street New York, NY 10038 212.346.5510 [email protected] www.iii.org

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What We Heard

While there are many areas of focus of at the I.I.I., member feedback helps us to develop proactive programs, activations and campaigns that can attract a new workforce.

Focused Interest on Innovation and Recruiting

We heard from you that hosting a media event was an effective way to connect with relevant journalists who are engaged and accessible.

Creative Engagements at Industry Events

Last year the media produced mostly positive stories on how insurers can help consumers in times of need. However, during the claims process sometimes those stories can take a negative tone. We understand that you would like us to continue to promote the positive, while building solid media relationships that allow you to address and even circumvent any negative stories that might potentially surface.

Continue Being Proactive

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Goals

By reaching mainstream consumers and improving public understanding of insurance – what it does and how it works – we can attract new talent and new customers.

Continue to be the trusted voice of the industry by working with business leaders and member relationships on key initiatives, while consistently developing areas for future growth.

Execute big, creative public awareness campaigns that are not only realistic and truly actionable in the short term, but scalable for longer term investment.

Proactively Increase Public Awareness to

Address Multiple Audiences

Strategically Communicate,

Collaborate and Build

Think Scalable and Be Resourceful

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Talent &Recruitment

Community & Economic

Research

Innovation & Technology

Three Consumer-focused PR Campaigns

Ongoing Disaster and Reactive Communications

Proactive PR Campaigns

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Recruitment Concept: Life is Full of Risks & Obstacles; Be Part of the Solution

In select markets, host campus obstacle course events where students can learn the benefits of pursuing a career in insurance in a way that is fun and media friendly.

Train on site “insurance ambassadors” to teach students about the majors and courses on campus that could lead them to a career in the P/C industry.

Leverage content and testimonials for social and local media relations.

Note: Can also be set up at additional locations beyond college campuses to reach students and slightly older demos in Q1-Q2 2019, including:

Concerts/Music Festivals: Coachella, Stagecoach, BottleRock Napa

Conferences: InsurTech, SXSW

Captivate and recruit students on campus with compelling information on a wide range of careers

in the insurance industry

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Recruitment

The mission of Careers Insured is simple: Help job seekers and the insurance industry discover each other to ensure a lifelong career.

With the insurance industry facing steep challenges in the near future, Careers Insured will help job seekers find employment and help insurance companies find qualified employees.

Careers Insured: The Mission

In order to create this opportunity successfully for the industry, Careers Insured must:

Attract & engage new candidates on a personal level

Provide multiple communications channels to expand its reach to potential candidates

Deliver a tailored message that resonates with multiple generations

Utilize data to build and adjust strategies

Build strong relationships with all candidates

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Recruitment

WEBSITE: CareersInsured.com will immediately attract job seekers with compelling design, and streamlined functionality and user experience. We understand the importance of capturing the attention of users, educating them and getting them to take action.

SOCIAL MEDIA: The strategy will enhance brand awareness and deliver a tailored message to the right candidates. Social media has become a necessary component to a successful digital presence for any brand.

EMAIL MARKETING: Email marketing and communication is critical to deliver a message and get your job candidate to act. Careers Insured will take an analytical approach to email marketing by identifying the right demographic, schedule and message to drive results.

OFFLINE: Careers Insured will complement the digital presence of insurers with a creative offline plan. This plan will be combined with existing events and ideas I.I.I. & Coburn has planned for 2018 and 2019, in addition to teaming up with participating company offline events and conferences.

Careers Insured: The Plan

To build a cohesive digital presence across multiple platforms; to ensure reach is expanded to maximize applications and deliver a message that connects. These elements include:

Our Plan

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Recruitment

Participating members will receive:

Monthly strategy calls, status reports, a shared applicant database, message performance analytics and regular, transparent communication.

Careers Insured: Unified Approach

With a shared vision, a joint effort, and a unified voice, this initiative can help deliver top talent.

A key component to the success of Careers Insured will be member company involvement.

We suggest beginning the process by targeting and engaging the largest generation in the U.S., millennials, and later engage all other generations.

Key components to this approach include:

Utilizing communications platforms where millennials spend time: social media, text messaging and live chat applications

Testimonials from current insurance lifers telling their stories

Educating job seekers on what the insurance industry has to offer

Optimizing audiences by speaking multiple languages

Include millennials in the planning of Careers Insured & mentor their growth

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Talent &Recruitment


Research




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Economics & ResilienceConcept: Regional REBUILD Salon Dinners

…that focus on the role insurance plays in the rebuilding efforts of areas impacted by natural disasters.

Feature member executives alongside regional and local city officials who can address rebuilding efforts.

Locations for these salon dinners will be in high-media areas that are reasonably close to affected areas, such as:

San Francisco, CA (Sonoma and Ventura proximity)

New York, NY (New Jersey area proximity)

Miami, FL (Keys, Marco Island proximity)

We will work with the local representatives in advance to ensure their comfort with speaking to recovery efforts and providing any relevant and supporting data.

Invite local media and locally-based national media to participate; prepare all media briefing materials for spokespeople; and conduct all follow-up.

Host Media Dinners…

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Economics & ResilienceConcept: Historical Walking Tour

Partner with a leading organization in a target location known for its historical walking tours, focusing on an area of the city that has experienced significant damage and rebuilding. Possible partners for example city include:

Inside Chicago Walking Tours

Chicago Elevated

Chicago’s Finest Tours

Secure a co-host of the walking tour who is an historian and can speak to the role insurance played in the rebuilding of these parts of the city.

Invite local media and influencers to participate; create one-sheets for them to reference and follow up with high-res images (before and after).

Example City: Chicago, IL

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Talent &Recruitment


Research


Integrated Communications & Marketing Activations


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Innovation Opportunities

Position our members as thought leaders and drivers of change in the industry through offline and online engagements that demonstrate how disruption is embraced in the modernization of insurance, which makes it more accessible for consumers and more desirable for young, top talent to employ innovative thinking.

Our Goal

Innovation is a baseline that ladders up into many of the areas of focus for insurance, such as:

Recruitment

Resilience

We have developed ideas that combine offline activations that:

Give target audiences the opportunity to interact with scenarios that help them understand the value of insurance.

Highlight key innovations and tech-savvy experiences, that demonstrate the innovation in play in the insurance industry.

Timing: Q4 2018 – Q1 2019

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Innovation

Bring a MOBILE WARMING HUT to top ski locations and events, with unique VR experiences and branded documentary/films. Tie to the insurance industry by noting the you don’t realize you need the warmth until you have it!

Concept: RESILIENCE HUT

For tech-savvy participants, invite them to try a VR experience (design homes withstanding winds) that demonstrate how to help people get out of the cold.

Create a short quiz that incorporates some questions to help people understand how much (or how little) they know of innovations in the insurance industry.


Park City, UT Aspen, CO

Target Locations

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InnovationConcept: INSURE YOUR POWER

Create a POWER-UP STATION at a developer conference that touches on all elements physically and mentally necessary to stay innovative at the event.

Stations Include

Phone/tablet power stations

High-protein snacks and smoothie bar

Yoga/Meditation space

Hand reflexology station

Target Events

February 2019


Spring 2019

Facebook & Apple Dev ConferencesBay Area

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Talent &Recruitment


Research




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I.I.I. Responds to CA Wildfires 2017Requirements for Catastrophe Response Is Changing

9,133 fires burned 1,381,405 acres

Fires destroyed or damaged more than 10,000 structures in the state (destroyed 9,470, damaged 810)

Wildfires killed 44 people, more than the previous 10 years combined

The total estimated cost including fire suppression, insurance and recovery expenditures is about $180 billion

CA DOI estimates 12 billion in insured losses

Rebuild with

Resilience

Coalition –

Industry

Works

Together

Media

Interviews,

Community

Meetings,

Industry

Messaging

PAINPOINTS:

Home inventory for total losses

Under-insurance

Demand surge in building industry

Landslides

Time to rebuild

Legislative issues

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Partnerships: Preparation and ResponseCatastrophe Resilience – Ongoing Relationships Are Key

Community Partners Campaigns for Resilience

California Department of Insurance

Office of Emergency Services

CAL FIRE

United States Geological Survey (USGS)

Earthquake Country Alliance

National Earthquake Resilience Council

Rebuild with Resilience

Firewise Communities

CBS Community Partners

Great Shakeout (ongoing)

Haywired Scenario

Insurance Industry Partners

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Hurricane Season 2017: Lessons LearnedChallenges of Infrastructure and Expectations

Most costly storm season ever, more than $200 billion in damages

Three major hurricanes in one month; nearly 8 percent of the U.S. population affected

Records set:

Tropical rainfall with Harvey was more than 60 inches

Irma maintained CAT 5 strength for 37 hours

4.7 million people registered for FEMA individual assistance. That’s more than Rita, Wilma, Katrina and Sandy combined

Know Your

Risks,

Protect Your

Finances

Know the

Amount

and Have

a Plan for

Hurricane

Deductibles

PAINPOINTS:

Growth of Infrastructure in mega-cities

Low take-up rates for flood insurance

Over-reliance on government assistance

Fraud/AOB

Hurricane deductibles

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Partnerships and PlansShow Insurance Industry as Partner in Resiliency

Community Partners Hurricane Season Outreach

Florida Office of Insurance Regulation

Consumer Advocate Office

Coalition Protection Coalition

Emergency Management

National Hurricane Conference

Satellite Media Tour

Greater Use of Infographics

Emphasis on Explaining Coverage Gaps

Flood Risk/Storm Surge Vulnerabilities

Ongoing Education through Season

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Tornado and Severe Storm Season 2017Industry Impact and Response Challenges

Frequency and

Severity of Tornadoes,

Hail and Severe Storms

Increasing

Media Opportunities

for Spotlighting Industry’s Rapid and Efficient

Response

PAINPOINTS:

Number of annual storms

Scope andrandomness ofsevere weather outbreaks

Over-reliance on government assistance: FEMA grants and SBA loans

21,744 reported tornado, hail and windstorm events

1,522 reported tornadoes

Most active months: May 299, April 218 and March 176

Top 3 states: Texas 176Georgia 131Missouri 102

Five tornado outbreaks caused insured losses in excess of $1B each

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Response and PartnershipsImprove Coordination with Company Catastrophe Teams, Emergency Management Agencies, State Insurance Departments and Extend Media Outreach.

Partners Outreach

Departments of Insurance

Federal Emergency Management Agency (FEMA) Region IV –Atlanta and Region VI – Dallas Public-Private Partnership Coordinators

Insurance Institute for Business & Home Safety (IBHS) and Federal Alliance for Safe Homes (FLASH)

Company catastrophe response coordinators

National Tornado Summit

FEMA Regional Conferences

FLASH National Disaster Resilience Conference

IBHS Hail Study Team

The Weather Channel and CNN --Atlanta

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Conference Happy Hours

Host meet-and-greet happy hours at relevant industry conferences to build relationships with attending media and to develop future media opportunities for I.I.I. members.

Objective

Coordinate a happy hour setting within the conference or nearby location, organizing drinks, hors d'oeuvres, layout, signage and more.

Work with the conference organizers to send invitations out to all attending media allowing the host to network with reporters.

Example: RIMS Happy Hour

Tactics

Upcoming Conferences

Jun Jul Aug Sep Oct TBA 2019

Insurance AI & Analytics

Summit USA, June 27–28

Chicago)

InsurTech Connect, Oct. 2–3

Las Vegas

PCI Annual Meeting, Oct. 28–30

Miami

OnRamp Insurance & Dig+In

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Proactive Consumer Outreach

Keep an eye on news hooks and mine for opportunities where the agency can insert I.I.I. spokespeople and key messages in consumer-friendly outlets that wouldn’t normally cover the industry.

Objective

Create a pitch calendar that aligns with priority pillars and work with member companies to identify key spokespeople and secure stories that map back to priorities.

Case studies as cities and businesses rebuild post-2017, our team will work to vet these individuals and connect them with target media to tell their stories.

Careers columns on “cool jobs” in insurance; tech news pieces on innovations speeding up response times following a catastrophe; Op-Ed in response to the new NFIP legislation, etc.

Capitalize on the release of films like Mission Impossible: Falloutto lead conversation about the insurance behind film stunts and actors getting injured (Tom Cruise’s ankle break).

Tactics

Sample Media Targets

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Paid Activations and Integrations

Use the paid space as an avenue to create consumer awareness and increase public understanding of insurance – what it does, how it works, and why you need it –through highly engaged, broad-reaching media. Encourage viewers not previously predisposed to purchasing insurance to consider obtaining it through compelling, controlled messaging from a trusted and engaging source.

Objective

Reality Series

Targeting a specific audience, product messaging is seamlessly incorporated into either one episode of a show or throughout an entire season.

Examples: The Profit, Bar Rescue, Car Fix

Digital

Product messaging is seamlessly incorporated into original video or online editorial.

Example: The Weather Channel digital platforms or through social, like Facebook

Talk/Entertainment

3–5 min segment with insurance spokesperson discussing a certain topic including ~20 seconds messaging on a featured product.

Examples: Ellen, Dr. Phil, Access Hollywood Live

Tactics

Thank you!

www.iii.org

2018 Strategic Communications Plan2018 Strategic Communications Plan June 2018 Insurance Information...

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