how to think outside the box with cross-platform storytelling · agenda introducing the main street...
TRANSCRIPT
How to Think Outside the Box with
Cross-Platform Storytelling
Mark FriedlanderHead of Corporate Communications, The Main Street America Group
Board Chair, Insurance Marketing & Communications Association
Agenda
Introducing The Main Street America Group
Impactful Cross-Platform Storytelling Starts on the Inside
External Cross-Platform Storytelling
Seize Unique Opportunities to Think Outside the Box
Enhance Storytelling via Co-Branding
Taking Trusted Choice® to the Next Level
Expand Storytelling with Community Involvement
Key Takeaways
Q&A
2
Main Street America’s History
Founded in 1923 by members ofGrange Fraternity
Original purpose to offer low-cost auto insurance to Grange members
Headquartered in Keene, NH, until 2005; redomesticated to FL• Formed mutual insurance holding company to spur future growth
Geographic diversification driven by acquisitions/affiliations:
20112008 20122009
3
Main Street America’s Current State
$968M net written premium 2015; on pace for $1B+ sales this year
$1.1B surplus (capital)
$2.42B total admitted assets
A.M. Best ratings: “A” FSR; “a+” ICR; stable outlook
Write P&C in 36 states; bonds in 47 states & D.C.• 9 writing companies, multiple regional brands
62% commercial lines• Small business owners, artisan contractors, commercial auto,
workers’ compensation, commercial umbrella, agribusiness
36% personal lines• Home, personal auto, personal excess liability, personal umbrella
2% bonds• Fidelity and surety
4
Main Street America’s Vision
“Main Street America is the insurance industry’s best independent agency
company because we take care of our customers (independent insurance agents) better than anyone else.”
55
We operate under three foundational core values:
Main Street America’s Core Values
Relationships
Service
Ownership
6
Main Street America’s Regional Structure
Regional Offices
Satellite Offices
National Claims Reporting
Center
OR
ID
AZ
NC
SC
GA
FL
NY
ME
NHVT
MA
CT
RI
DE
UT
NV
AZ*OK
MS
MI
IN
Maple Grove
PA
MD
VA
TN
Syracuse Keene
Jacksonville
Richmond
Auburn
MN
Indianapolis
WA
OR
ID
MT
SDWI
NE
ND
KS MO
IL
IA
Omaha
Customer Territories
Florida Region
New England Region
Northeast Region
Southeast Region
Western Region
Western CL AG Only
7
Main Street America’s Brand Structure
OR
ID
AZ
NC
SC
GA
FL
NY
ME
NHVT
MA
CT
RI
DE
UT
NV
AZOK
MS
MI
IN
PA
MD
VA
TN
MN
WA
OR
ID
MT
SDWI
NE
IL
ND
KS
IA
MO
Brands
Main Street America
NGM Insurance
Old Dominion
Austin Mutual
Austin Mutual – CL AG Only
8
Impactful Cross-Platform Storytelling
Starts on the Inside
THEMAIN STREET AMERICA GROUP9
In-the-Know Communications
Enables our employees to be relevant with our customers by being informed and engaged insurance professionals
Helps differentiate Main Street America in marketplace based on our strong customer relationships
Employee Communications Strategy
10
Company Intranet – MSA Today
11
Internal Branding
12
Quarterly CEO Video Reports – Internal
13
Fliers/Posters
14
Multimedia
15
Claims/Customer Service Employee E-Newsletter
16
Business Forum
17
Insurance 101 Lunch & Learns
18
CEO (Employee) Roundtables
19
My Recognition Portal
20
External Cross-Platform Storytelling
THEMAIN STREET AMERICA GROUP
Disseminate impactful communications to our appointed agents via a variety of vehicles to support our company’s production goals
Enhance company’s marketplace reputation as a carrier which is 100 percent committed to the independent agency distribution channel and champion of the Trusted Choice® brand
External Communications Strategy
22
Extensive Product Marketing to Our Agents
23
Quarterly CEO Video Reports – External
24
Listening Tours
25
Held conveniently in local markets
“Town Hall” atmosphere; senior
executives and regional staff sit on
stools at front of room
No script or agenda; free-flowing
dialogue with our agents; no subject
off limits
Highlights captured; written report
provided to attending agents; actions
taken where warranted
Agency Councils
26
Tailored feedback groups: National Agency Council
Regional Agency Councils (5)
Commercial Lines CSR Council
Personal Lines CSR Council
Face-to-face sessions with senior
management and heads of major
company functions
Main Street America’s Annual Report
27
Agent Newsletter
28
Proactive PR Generates Positive Market Exposure
29
Infographics are ‘Table Stakes’
31
Facebook/YouTube
Product-Focused Branding
32
Glassdoor/LinkedIn
Career-Focused Branding
33
Supports Our Other Social Media Platforms
34
Biennial Agent Survey
35
Seize Unique Opportunities to
Think Outside the Box
THEMAIN STREET AMERICA GROUP
Main Street America’s Tribute to Pulse Nightclub Victims
38
Enhance Storytelling via Co-Branding
THEMAIN STREET AMERICA GROUP
Main Street America and Trusted Choice®
Co-Branding at Our Offices
40
Main Street America and Trusted Choice®
Internal and External Communications
41
Main Street America and Trusted Choice®
Annual Report Covers
42
Main Street America and Trusted Choice®
Annual Report Feature Story
43
Main Street America and Trusted Choice®
Infographics Reinforce Co-Branding
44
TrustedChoice.com Content-Sponsored Sections
45
Main Street America and Trusted Choice®
Co-Branded Hospitality Suite at EverBank Field
46
Taking Trusted Choice® to the
Next Level!
THEMAIN STREET AMERICA GROUP
‘The Final Five’ Earns More Gold
48
Team USA Swimming – Racking up the Medals
49
Mayor Rahm Emanuel
50
Kris Bryant
51
Jay Cutler
52
Patrick Kane
53
Chris Sale
54
Dwayne Wade
55
Can either Presidential nominee be a
TRUSTED CHOICE?
56
Expand Storytelling with
Community Involvement
THEMAIN STREET AMERICA GROUP
Main Street America’s Community Outreach
58
Woodland Acres Elementary School’s 2016 Field Trip to
Main Street America’s Corporate Headquarters
59
Key Takeaways
THEMAIN STREET AMERICA GROUP
Storytelling starts on the inside
Engage a variety of vehicles internally and externally
Reinforce storytelling with multiple touchpoints
Create “entertaining” communications vehicles
Infographics are “table stakes” for storytelling
Ensure your communications strategy supports organization’s business goals
Integrate social media strategy with your organization’s overall communications strategy
Seize unique opportunities for thinking outside of the box
Expand storytelling with community involvement
Key Takeaways
61
Questions?
62