Insurance Industry Resource Council Career Awareness Campaign October 18, 2012 Sandra W. Harbrecht, President and CEO All content 2012 Paul Werth Associates
status report Goals for the first 90 days Building the program Laying a foundation for awareness IIRC Career Awareness Campaign 2
status report The first 90 days, what has been done... Career awareness workshop on August 15 with potential program partners: Preliminary benchmark interviews with workshop attendees Build consensus Identify opportunities and assets Brainstorm Met with JobsOhio, Ohio Department of Development, Meeting with Ohio Association of Health Plans and Ohio Board of Regents Multiple meetings with Ohio Department of Veteran Services Research into past success and target audiences Web audit of existing digital assets Creation of campaign plan IIRC Career Awareness Campaign 3
status report The first 90 days, what has been done... Presentation at the Ohio Insurance Institute Annual Meeting Development of launch initiative Identification of key spokespersons for campaign Establishment of media stories and development of a media launch strategy Formulation of an outline of a veterans initiative Identification of key concepts for a mid-career / displaced workers initiative Development of campaign branding concepts Preparation for focus groups and campaign testing IIRC Career Awareness Campaign 4
initial program partners Association of Ohio Life Insurance Companies Benjamin Logan High School- Family/ Consumer Science Vocational Deptartment Columbus State Community College - Center for Workforce Development Franklin University - Center for Professional Training and Development Gamma Iota Sigma Griffith Insurance Education Foundation JobsOhio Kent State University The Motorists Insurance Group Nationwide Insurance IIRC Career Awareness Campaign 5
initial program partners Ohio Association of Health Plans Ohio Insurance Institute - Education Committee Professional Insurance Agents Association of Ohio, Inc. State Farm Insurance Ohio Board of Regents Ohio Department of Veteran Services The Ohio Department of Insurance State of Ohio Office of Business Assistance Westfield Insurance IIRC Career Awareness Campaign 6
Program Goals IIRC Career Awareness Campaign
program goals 12-Months Build upon insurancecareers.org Launch campaign Launch media campaign Create awareness of launch of college programs Announce displaced worker certification initiative IIRC Career Awareness Campaign 8
program goals 24-Months Increase website traffic Launch of Ohio insurance industry military veterans career imitative Increase enrollment at college programs Analyze jobs forecast for industry/meeting demand IIRC Career Awareness Campaign 9
program goals 60-Months Increase website traffic Analyze jobs forecast for industry/meeting demand Increase in students enrolled in college programs Foster additional college programs online at community colleges and four-year institutions IIRC Career Awareness Campaign 10
Target Audiences IIRC Career Awareness Campaign
target audiences High School Students 123,937 graduated from high school in Ohio in 2011 Number expected to increase 25 percent college freshman undecided on major Challenge is to raise awareness of industry: Variety of opportunities, not just sales Work/life balance Good pay Chance to help make a difference in community and in people s lives Insurance is a career not just a job IIRC Career Awareness Campaign 12
target audiences College Students 25 percent college freshman undecided on major 50 percent of students change major once at college 50 percent change career direction after graduation Three out of five Ohio graduates have at least $25,000 in student loans 53 percent of recent college graduates are unemployed or underemployed Challenge is to raise awareness of industry: Variety of opportunities, not just sales Work/life balance Good pay IIRC Career Awareness Campaign 13
target audiences Mid-Career/Underemployed Readily available workforce ready to engage: 7.2 percent unemployment in Ohio 14 percent underemployment in Ohio Transferable skills like IT and marketing Raise awareness of the industry Variety of opportunities, not just sales Certification and degree programs: Easy entrance into the industry Alignment with industry needs IIRC Career Awareness Campaign 14
target audiences Veterans Unemployment among post 9/11 veterans 18-24 was 29.1 percent in 2011 Unemployment among all veterans in Ohio was 16 percent Raise awareness of industry: Variety of opportunities, not just sales Transferable skills like IT, marketing and communications Educational opportunities available through the GI Bill: Retraining and certification opportunities provide quick entry into the workforce Degree programs IIRC Career Awareness Campaign 15
Messages IIRC Career Awareness Campaign
messages Insurance companies are stable Insurance companies offer opportunities in every discipline Insurance jobs provide flexibility and work/life balance Insurance companies help people Insurance companies offer good paying jobs IIRC Career Awareness Campaign 17
Nine Strategies for Success IIRC Career Awareness Campaign
nine strategies for success Strategy 1 - Branding the Campaign Strategy 2 - Campaign Website Strategy 3 - Identify Spokespersons Strategy 4 - Launch Event Strategy 5 - Media Relations Strategy 6 - Social Media/Digital Strategy Strategy 7 - Mid-Career/Veterans programs Strategy 8 - Advertising/Co-op Program Strategy 9 - Insurance Community Outreach IIRC Career Awareness Campaign 19
nine strategies for success Strategy 1 - Branding the Campaign Name the campaign: Call to action that engages the potential audiences Present concepts presented to IIRC advisory board Test concept with focus groups Logo development: Establish visual identity for the campaign Create style guide for logo use IIRC Career Awareness Campaign 20
nine strategies for success Strategy 2 - Campaign Website IIRC campaign site will serve as an entry point for talent Multiple functions of site: Information resource Job search resource Educational opportunities Engagement Beta version of insurancecareers.org online Target audience is students Ask a Pro Testimonial videos Career Paths focused on 16 key industry jobs IIRC Career Awareness Campaign 21
nine strategies for success Strategy 3 - Identify Spokespersons Identify key spokespersons that will be utilized in the campaign: Celebrity spokespersons Student/young professionals Mid-Career Veterans Industry leaders IIRC Career Awareness Campaign 22
nine strategies for success Strategy 4 - Launch Event Target a formal January launch for the campaign Partner with Governor s office, Department of Insurance, JobsOhio, Board of Regents / Columbus State Request Governor Kasich participation at an insurance industry CEO roundtable event Coordinate state-wide media outreach IIRC Career Awareness Campaign 23
nine strategies for success Strategy 5 - Media Relations Proactive media outreach: Print (daily papers, suburban papers, college newspapers, op-ed) Broadcast (TV, radio, radio tours) Digital (bloggers, career sites) Leverage spokespersons to humanize the campaign taking it from a concept to personal stories of success IIRC Career Awareness Campaign 24
nine strategies for success Strategy 6 - Social Media/Digital Strategy Social media will play a key role in carrying the campaign s engagement beyond the website by leverage a variety of content: Facebook Twitter YouTube LinkedIn Career Chats IIRC Career Awareness Campaign 25
nine strategies for success Strategy 7 - Mid-Career/Veterans programs Outreach to workforce ready target audiences: Ohio Veterans Mid-career/displace workers Opportunity to engage workforce ready candidates Opportunity to engage through education IIRC Career Awareness Campaign 26
nine strategies for success Strategy 8 - Advertising/Co-op Program Leverage the marketing impact of the program partners with co-op materials Create stand-alone ads for the campaign that could be placed by companies: Banner ads for use on company and partner webpages Ready to go print ads Radio ads PSA campaign through JobsOhio IIRC Career Awareness Campaign 27
nine strategies for success Strategy 9 - Insurance Community Outreach Leverage the 100,000 Ohio insurance industry employees Referrals of neighbors Referrals of family Referrals of friends IIRC Career Awareness Campaign 28
follow up For follow up questions or to request a copy of this deck, please feel free to contact me at 614-224-8114 or email: Sandy Harbrecht sharbrecht@paulwerth.com IIRC Career Awareness Campaign 29
Thank You