Embed Size (px)
Citation preview
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
