Reputational Return of Community Engagement Vicky Dinges Vice President - Public Social...

Reputational Return of Community EngagementVicky DingesVice President - Public Social Responsibility and Enterprise Communications

“Allstate is a part of society, not apart from society”

– Tom Wilson, Allstate CEO

Agenda

• Allstate Corporate Relations Overview

• Building Our Reputation Strategy – The Katrina Story

• Importance of Reputational Leadership

• Discussion Topics

• Questions

CORPORATE RELATIONS AT ALLSTATE

Media

Public Social Responsibility

The Allstate Foundation

Enterprise Communications

Reputation

CEO SupportRegional Support

Advocacy

Strategy

ALLSTATE’S CORPORATE RELATIONS PRIORITIES

COMMUNITY ENGAGEMENT EARNS ALMOST 200M IMPRESSIONS FOR 2012

Importance of Reputational Leadership – Katrina Story

2005 – Worst Natural Catastrophe in Allstate’s 80 Year History

KATRINA RESPONSE

• First to reach downtown New Orleans

• Within two weeks, had 4,000 claims adjusters helping 200,000 customers

• Employees personally devastated devoted significant time to help customers

KATRINA RESPONSE

• Focused on rebuilding New Orleans’ non-profit community

Established $700,000 Hurricane Recovery Fund

Employees / company contributed $4M to Red Cross

Partnered with Urban Institute and LANO

Launched Little Hands playground initiative

Committed to long term

KATRINA STORY

“This needs to be said. Thank goodness Allstate stepped up – with money and volunteers – when others wouldn’t.

We need 10 more Allstate Foundations working in our city…”

- Babs Johnson, New Orleans, January 2008

KATRINA RESPONSE

Unsolicited Letter-to-the-Editor in Allstate’s Favor

The Importance of Reputational Leadership

Companies identified as most admired by their peers and consumers benefit from direct financial returns

• It is no longer enough for companies to offer attractive products or services

• Consumer trust must be earned through an emotional connection

• Moving from average to strong reputation increases Consideration 11%

11%

The Importance of Reputational Leadership

Reputation Leadership Strategy

Phase I – Develop Basic Reputation Program

Phase II – Build Comprehensive Reputation System

Phase III – Increase Awareness and Engagement

Copyright © 2010 Reputation Institute. All rights reserved.

17.7%12.7%

13.5%13.1%

12.9%14.3%

15.8%

18.1%12.7%

13.2%12.8%

13.3%14.2%

15.7%

20102011

OUR REPUTATION MODEL: 7 DIMENSIONS TO DRIVE ESTEEM, ADMIRATION, FEELING and TRUST IN THE ALLSTATE BRAND

Proprietary & Confidential

Reputation By Stakeholder

Agency OwnersCustomers

Opinion Leaders

Employees

Consumers

Policy Makers

Investors

Proprietary & Confidential

Excellent

Weak

Average /Moderate

Strong

8484

Create Advocates

Build Credibility & Trust

Increase Awareness & Demonstrate Consumer Expectations

Build Alignment & Engagement

Stakeholder Scores

Reputation Priorities

Introduce Branded Theme

Focused on internal audience first

Drive Awareness, Participation and Demand

CAMPAIGN STRATEGIES

Internal Communication Blitz

• Launch ongoing “surround sound” communications

• Leverage national and regional communication channels

• Actively involve employee network groups

• Increased scale of Allstate Ambassador program

BUILD INTERNAL VISIBILITY

Community Involvement e-Newsletter

Officer Board Participation

National Volunteerism

Social Media Outreach

Singer Taylor Swift presents award during The Allstate Foundation Teen Safe Driving Program Contest

BUILD EXTERNAL VISIBILITY

• Increase agency owner awareness: 4%

• Increase employee awareness: 3%

• Fortune’s Most Admired Companies

RETURN ON REPUTATION (ROR vs ROI)

Katrina Story Today – Catalyst for Positive Change

• Non-profit community redevelopment became national model

• Community leader partnership

• Rebuilding efforts

Sugar Bowl

Seven new playgrounds

vBE HANDS ON!GIVING BACK IS GOOD FOR BUSINESS