INFORM+INSPIRE
The Griffith Insurance Education Foundation
Expanding Our Impact Informing+inspiring in 2013
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INFORM+INSPIRE
The Griffith Insurance Education Foundation
Introduction
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Introduction
The Public Policy Education (PPE) program is successful
325 policymakers reached at 10 events by end of 2012
Audience satisfaction rates are very high
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Introduction
But much more can be done to fulfill Griffith’s mission
The Griffith Insurance Education Foundation
State legislator touches in 2012
(including repeat attendees)
All state legislators
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Introduction
Griffith Leadership Council Task Force on Public Policymaker Education
Chair: Tom Workman
The Griffith Insurance Education Foundation
Vickie Bajtelsmit
Barb Baurer
Mike Fusselbaugh
Susan Krieger
Clyde Pehl
Jay Yano
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Introduction
Griffith Foundation Public Policymaker Education Vision Team
Sponsors: Kevin Brown, Saul Swartout
The Griffith Insurance Education Foundation
Sandi Ciccione, The Institutes David Corum, The Institutes
Marty Frappolli, The Institutes Grace Grant, Griffith
Jason Terrell, Griffith
Melissa Wheeler, Griffith
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INFORM+INSPIRE
The Griffith Insurance Education Foundation
Moving Forward
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Moving Forward
How we got here
You recognized that we should do more to reach state
lawmakers
You tasked us with expanding the PPE program’s reach
We already have created new partnerships and developed new
tools, and there’s much more to come
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Moving Forward
Our vetting process timeline
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Moving Forward
We issued a RFP to four firms
Two communications agencies
Two management agencies
We selected Fleishman-Hillard
as our partner
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Moving Forward
Fleishman-Hillard Founded 1946
Offices in five state
capitals
More than 2,000
employees in 83
offices in 28 countries
Holmes Report’s 2012 Global Public Affairs Agency of the Year
260+ industry awards, including Grand Prix, Gold & Silver PR
Lions from Cannes in the past three years
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Moving Forward
The Griffith Insurance Education Foundation
“(Insurance) is a convoluted issue. We
are part time and are expected to be
experts on every issue. So we have lots
of knowledge gaps.”
Current state senator
“This information can be very tough to
understand, so I rely on my colleagues
first and foremost, then maybe lobbyists
and then maybe constituents who are
educated.”
Current state representative
Fleishman-Hillard asked state lawmakers about
their access to insurance information
“… When we first come onto the
committee, we’re citizens one day and
then we’re elected and put on
committees.”
Current member, state senate
insurance committee
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Moving Forward
The findings were consistent with our experience:
Legislators’ most valuable and limited asset is time
Most legislators don’t know much about insurance
Many legislators, even those on committees, cannot or will not
dedicate a full day to learning about insurance (or other single
issues)
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Moving Forward
These findings give us clear direction:
To reach more lawmakers, we need to be more flexible
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Moving Forward Lawmakers’ time availability and information needs vary
By offering only daylong seminars we are providing an
all-or-nothing proposition, and ceding the center of the
demand spectrum
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Moving Forward By expanding our offerings, we can reach lawmakers who
want insurance information, but cannot or will not attend a
daylong seminar
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Moving Forward
The next step is a pilot aimed at expanding our reach by
capturing more of this middle ground in more places
We will measure results closely and expand this pilot
depending on success
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Moving Forward We already have developed
new tools aimed at improving
our program’s flexibility:
Customer profile
Insurance 101 outline
Pre-survey tool
Best-practices guidance for faculty
These tools will help form the
core of our 2013 plans
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INFORM+INSPIRE
The Griffith Insurance Education Foundation
Pilot Plan
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Pilot Plan
First, keep what is already working
Our seminars work well for audiences who want
high-level instruction and can spare the time for it
We will create new materials and communication
vehicles for those who cannot or will not take advantage
of existing seminars
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Pilot Plan We have selected a basket of eight potential target
states for the pilot, based on size and volume of
legislative activity
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We will narrow this down to four target states, based on
consultation with local stakeholders and the PPE task
force. These conversations already have begun
We will reach out to the legislatures in these states
with new educational tools – an access-on-demand
webinar and written material distributed in a welcome
packet and available online
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Pilot Plan
Webinar
In partnership with National Conference of State Legislatures
(NCSL), Griffith will host an Insurance 101 webinar.
NCSL is a bipartisan, not-for-profit association that serves state legislators
and their staffs by providing research, technical assistance and opportunities
for policymakers to exchange ideas.
Legislators will be able to view a live or archived version.
The webinar will be intrinsically scalable and flexible.
It will not be a substitute for in-person instruction, but substitution
is not our objective.
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Pilot Plan
Welcome packets
Distribute to committee members in target states
Packets include:
One-pager on Griffith
Insurance FAQ
Glossary of insurance terms
One-pagers on three key topics
One-page sell sheet on webinars and seminars
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Pilot Plan
New tools for refinement and promotion of existing
seminars
Pre-event surveys
Faculty best practice guidelines
Direct outreach to seminar alumni requesting word of mouth
marketing
Seminar information in welcome packets
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Pilot Plan We will measure the pilot’s success with four metrics
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Satisfaction
survey scores
Goal: Average
rating of 90%
Committee
member event
participation in
target states
Goal: 35%
Total members
reached
Goal: double
expected 2012
figure of 175
Chair/ranking
member event
participation in
target states
Goal: 50%
Pilot Plan
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Phase 1
Distribute welcome packets
Inaugural webinar
Outreach to stakeholders
Seminar(s)
Review feedback
Phase 2
Evaluate pilot
Implement improvement opportunities
Expand beyond initial pilot states
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Pilot Plan
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Finalize Metrics
Consideration of knowledge
assessment tools
Target percentage of market
segment in Phase 1, 2, and
beyond?
Offer CE/CLE for
legislators?
Assessment of knowledge
certification programs
Budget
2013 pilot budget (including
faculty fees)
Marketing Plan
Welcome packet components
External communications plan to trades,
industry, partner organizations, other
stakeholders
Online and social media strategy
Media outreach plan
Branding
Testimonials
Remaining Steps
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INFORM+INSPIRE
The Griffith Insurance Education Foundation
Questions?
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