September 2016 Prepared by Tell Your Story, George Rafeedie & Julie Saltzman

Brand Refresh Rollout Communications

Overview

• An innovative company with an entrepreneurial spirit and a

commitment to confounding expectations of the traditional

insurance company.

• Great equity and success with its current branding.

• RLI taking a proactive approach by evolving brand to speak to

company’s core values of innovation and differentiation.

• Creative assets redesigned with a modern feel while

incorporating artwork unique to RLI to maintain brand continuity.

• Launch will be to internal team in conjunction with redesigned

intranet site and digital asset management system.

• Possible enhanced social media activity for external promotion

and employee advocacy

Objectives

• Generate company wide EXCITEMENT of evolved brand

• As an ESOP company with a profitable history, RLI employees have a high level of established “buy in”. It is integral to RLI’s mission to have the entire team on board, from employees in the corporate headquarters to remote branch locations.

• Be consistent and inclusive, to ensure that the launch reached everyone in the right way, through the best channels.

• Draw parallels between the brand and the company values, highlight the differentiators in the creative assets that speak to the company’s mission as a niche provider of specialty products.

• Highlight tangible changes to improved employee experience through redesigned intranet, stronger printed materials and increased accessibility to digital assets.

• Create ownership culture around new brand.

Audience & Insights

• With 900 employees at 49 locations, it’s integral that employees

are unified and inspired by a common sense of purpose and

brand identification.

• The company tone is approachable and tends towards casual

professional communication.

• RLI operates without a lot of red tape and moves quickly to

implement new opportunities.

• Select underwriter teams have seen the new printed materials

with a positive reaction.

• The ownership culture exists company wide but it can be a

challenge to have same levels of engagement outside of

corporate.

Rollout Possible Themes

The Evolving Different

Or

Redefining Different

Key Messages

• RLI’s history of innovation transcends just product offerings to

encompass all facets of the company’s culture.

• The entrepreneurial spirit and relentless focus on innovation are

the foundation of our success and continue to differentiate us

today.

• As our company evolves, so must our brand.

• With cohesive assets and increased access to all materials, we

are strong and more unified as a team.

Support Points

• With over 900 employees in 49 locations across the United

States, unified brand standard that are easily accessible in a

digital asset management system strengthen the connections.

• Our forward facing assets, from digital signature cards to

PowerPoint templates to policy papers, serve to further

differentiate RLI from our competitors with a unique and

powerful aesthetic sensibility.

Keys to Success

• Overcommunicate with all employees. One email will not do the

trick.

• Determine key stakeholders that may need additional touch

points.

• Create a detailed launch Calendar

• Make the launch date an event. Use it as a community and good

will building event with a party like atmosphere.

• Based on the communication plan for each target audience, plot

out all launch deliverables on a single launch timeline –

including every step of the communication process for each

audience and the exact communications being delivered.

Tactical Plan

• Step1– Pre Launch

• Step 2- Launch

• Step 3 –Post Launch

Step 1 – Pre Launch

Email and Post Card Teaser Campaign

Two weeks prior to selected target launch date, begin a four part

coordinated email and post card campaign introducing theme.

Idea is to build internal excitement prior to launch date.

Encouragement engagement by having people send back in post

cards or emails. Each email will have a trivia question about RLI

around the theme “How well do you know our different?” Winners

or Brand Ambassadors will be displayed on the intranet on day of

reveal and launch.

Step 2- Launch

Launch Kit Delivery (delivered immediately before party):

• Contains the key messaging document explaining

• The video brochure can tell the story of the brand, connecting it

to the culture of RLI and generate excitement, but also shows

the powerful design assets.

• Video– Feature Lisa Gates as narrator, show b-roll of brand

assets, headquarters, potentially satellite office, flashes on

screen of new Intranet and Digital Asset Management system.

https://www.youtube.com/watch?v=kZTGBTSBz6A

• https://www.youtube.com/watch?v=kZTGBTSBz6A

Step 2 – Launch Kit (video card option)

Step 2 - Launch Kit (video brochure option)

Step 2- Launch

Company Wide Launch Party

Live Stream – access only to employees, opportunity to gather in

headquarters and satellites/remote offices join in via webinar.

Make a celebratory atmosphere with a toast and food. Make it fun

with a “different take” on the traditional, fun colored cupcakes or

cookies?

Webinar showing the new Digital Asset Management System and

Step 2- Launch

Contest Announcement

• What does Evolving Different mean to you? (Show us your

different?) – send in your photo or video showing us you

different, whether it’s on your commute, on your lunch break.

• Winners get original signed and framed artwork from Joel

Nakamura

Step 3 - Post Launch

• Ongoing Intranet Communications

• Social Media Strategy Announcement

• LinkedIn Refresh

• Other Social Media launches

• # contest for employees

• Update Videos (quarterly)

• Stakeholder communications (customers, partners, others)

• 2017 planning

Timing

Budget

Next Steps