INSURANCE INDUSTRY RESOURCE COUNCIL Career Awareness Campaign

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1 INSURANCE INDUSTRY RESOURCE COUNCIL Career Awareness Campaign August 28-29, 2012 Sandy Harbrecht, President and CEO All content 2012 Paul Werth Associates Paul Werth Associates Prepared for Findley Davies

2 Status Report What has been done... Career awareness workshop on August 15 Build consensus Identify opportunities and assets Brainstorm Research Past success Insight into target audiences Web audit Nine Strategies for Success (Preliminary Plan) 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 1

3 August 15 Workshop Recap 2012 Paul Werth Associates Prepared for Findley Davies

4 August 15 - Workshop Participants John Bishop Chairman and CEO/The Motorists Insurance Group Carol Blaine Faculty, Insurance Studies Degree Program/Kent State University - Salem Campus Dr. Terry Boyd Director, Center for Professional Training and Development/Franklin University James Clay Westfield Group Leader/Westfield Insurance Noelle Codispoti Executive Director/Gamma Iota Sigma (via phone) Elizabeth Dennis Director, Human Resources and Operations/ Professional Insurance Agents Association of Ohio, Inc. Danny Eakins Veterans Programs Administrator/Ohio Department of Veteran Affairs Celina Fabrizio Account Supervisor/Paul Werth Associates 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 3

5 August 15 - Workshop Participants (continued) Jillian Froment Deputy Director/Ohio Department of Insurance Nithya Govindasamy Director, Business Engagement/University System of Ohio Board of Regents Sandy Harbrecht President and CEO/Paul Werth Associates Cheryl Hay Administrator, Center for Workforce Development/Columbus State Community College Kim Lust Chairman, Ohio Insurance Institute Education Committee/State Farm Insurance Companies Brent Maurer Vice President/Paul Werth Associates Gene Monteith Director, Editorial Services/Paul Werth Associates 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 4

6 August 15 - Workshop Participants (continued) Rocky Parker Vice President, Talent Acquisition/ Nationwide Insurance Chris Paterakis Group Human Resource Leader/Chief Human Resource Officer/Westfield Insurance Lois Stoll Family/Consumer Science District Vocational Department Chairperson/Benjamin Logan High School Jason Terrell Director/The Griffith Insurance Education Foundation Glenn Van Valkenburgh Insurance and Financial Development Manager/ State of Ohio - Office of Business Assistance Faith Williams Legislative Counsel/The Association of Ohio Life Insurance Companies Mitch Wilson Vice President, Public information and Education/ Ohio Insurance Institute 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 5

7 2012 Paul Werth Associates Prepared for Findley Davies Program Goals

8 Program Goals 12-Months Website traffic to InsuranceCareers.org Media placements Awareness of launch of college programs Kent State University Columbus State Community College Franklin University University of Cincinnati 2012 Paul Werth Associates Insurance Industry Resource Council Career Campaign Kickoff 7

9 Program Goals 24-Months Increase website traffic to InsuranceCareers.org Mid-Career/Underemployed and or veterans insurance career program established Increased enrollment at college programs 2012 Paul Werth Associates Insurance Industry Resource Council Career Campaign Kickoff 8

10 Program Goals 60-Months Increase website traffic to InsuranceCareers.org Jobs forecast for industry/meeting demand Increase in students enrolled in college programs Additional college programs online at community colleges and four-year institutions Graduating classes beginning to fill the void in the industry 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 9

11 2012 Paul Werth Associates Prepared for Findley Davies Target Audiences

12 Target Audiences Students High school and 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 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 11

13 Target Audiences Mid-Career/Underemployed Readily available 7.2 percent unemployment in Ohio 14 percent underemployment in Ohio Talented workforce ready to engage To raise awareness of industry Variety of opportunities, not just sales Retraining and certification options How best to reach Social media vs. traditional media Networking sites Industry outreach to customers, employees and agents 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 12

14 Target Audiences Veterans Unemployment among post 9/11 veterans was 29.1 percent in 2011 Unemployment among all veterans in Ohio was 16 percent To raise awareness of industry Variety of opportunities, not just sales Highlight retraining and certification opportunities How best to reach Social media/networking sites Armed forces support groups Veterans Administration programs 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 13

15 2012 Paul Werth Associates Prepared for Findley Davies Messages

16 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 2012 Paul Werth Associates Ohio Prepared Insurance for Findley Institute Davies Annual Meeting IIRC Career Awareness Campaign 15

17 Nine Strategies for Success 2012 Paul Werth Associates Prepared for Findley Davies

18 Nine Strategies for Success Strategy 1 Branding Name the campaign Logo development Style guide Use of the logo 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 17

19 Nine Strategies for Success Strategy 2 Website Enhancements Add to the diversity of the site, especially with the testimonial videos Veterans link/content Skill translator GI Bill and funding support Certification options Peer video Mid-career professional content Skill translator Certification/education options Mid-career transition video Links to additional students resources 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 18

20 Nine Strategies for Success Strategy 3 Identify Spokespersons Celebrity spokespersons Student/young professionals Mid-Career Veterans Industry leaders 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 19

21 Nine Strategies for Success Strategy 4 Launch Event Governor Kasich participation Veterans announcement Timing avoid election clutter Media outreach 2012 Paul Werth Associates Insurance Industry Resource Council Career Campaign Kickoff 20

22 Nine Strategies for Success Strategy 5 Media Relations Print (daily papers, suburban papers, op-ed) Broadcast (TV, radio, radio tours) Digital (bloggers, career sites) Story 1 Launch of Talent Gap Initiative Partnership between Ohio and industry Program launch and focus Story 2 Where are the jobs? In insurance! 17,000 jobs in four years Benefits stable, work/life balance, compensation Story 3 Education leads the way. Launch of university programs in Ohio Paul Werth Associates Insurance Industry Resource Council Career Campaign Kickoff 21

23 Nine Strategies for Success Strategy 6 Social Media/Digital Strategy Facebook Weekly career spotlight Twitter Drive traffic to content Highlight news of initiative YouTube House testimonial videos LinkedIn Target mid-career Career transition LinkedIn Link to Ohio insurance company sites 2012 Paul Werth Associates Insurance Industry Resource Council Career Campaign Kickoff 22

24 Nine Strategies for Success Strategy 6 Social Media/Digital Strategy (continued) Content sources OII / videos from insurancecareers.org Griffith Foundation / teaching materials Werth Live chats Extension of the Ask-A-Pro segment 2012 Paul Werth Associates Insurance Industry Resource Council Career Campaign Kickoff 23

25 Nine Strategies for Success Strategy 7 Veterans program Outreach to Ohio vets Veterans Administration Iraq Afghanistan Veterans of America (IAVA) Engage while still in active service Social outreach Veterans highly socially connected Peer-to-peer outreach Certification programs Kent State University Columbus State Community College Franklin University The Institutes 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 24

26 Nine Strategies for Success Strategy 8 Advertising/Co-op Program Creation of a co-op advertising program with ads tagged with initiative logo Stand-alone ads for the campaign that could be run by companies Banner ads Facebook CareerBuilder Monster LinkedIn Print ads Radio ads PSA campaign through JobsOhio 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 25

27 Nine Strategies for Success Strategy 9 Insurance Community Outreach 100,000 insurance employees Neighbors Family Friends Millions of customers in Ohio alone Awareness campaign from agents to customers 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 26

28 2012 Paul Werth Associates Prepared for Findley Davies Next Steps

29 Next Steps Finalize plan Present to Insurance Industry Resource Council Keep planning group informed of progress For follow up questions, please feel free to contact me at or Sandy Harbrecht Brent Maurer 2012 Paul Werth Associates Ohio Insurance Institute Annual Meeting IIRC Career Awareness Campaign 28

30 Thank You 2012 Paul Werth Associates All rights reserved 10 North High Street, Suite 300, Columbus, Ohio, phone

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