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Reputational Return of Community Engagement

Reputational Return of Community Engagement Vicky Dinges Vice 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

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Reputational Return of Community Engagement

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  1. Reputational Return of Community Engagement Vicky DingesVice President - Public Social Responsibility and Enterprise Communications

  2. “Allstate is a part of society, not apart from society” – Tom Wilson, Allstate CEO

  3. Agenda Allstate Corporate Relations Overview Building Our Reputation Strategy – The Katrina Story Importance of Reputational Leadership Discussion Topics Questions

  4. CORPORATE RELATIONS AT ALLSTATE Public Social Responsibility Enterprise Communications Media Regional Support CEO Support The Allstate Foundation Advocacy Reputation Strategy

  5. ALLSTATE’S CORPORATE RELATIONS PRIORITIES

  6. COMMUNITY ENGAGEMENT EARNS ALMOST 200M IMPRESSIONS FOR 2012

  7. Importance of Reputational Leadership – Katrina Story 2005 – Worst Natural Catastrophe in Allstate’s 80 Year History

  8. 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

  9. 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

  10. KATRINA STORY

  11. KATRINA RESPONSE “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 Unsolicited Letter-to-the-Editor in Allstate’s Favor

  12. The Importance of Reputational Leadership Companies identified as most admired by their peers and consumers benefit from direct financial returns

  13. The Importance of Reputational Leadership • 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%

  14. Reputation Leadership Strategy Phase I – Develop Basic Reputation Program Phase II – Build Comprehensive Reputation System Phase III – Increase Awareness and Engagement

  15. OUR REPUTATION MODEL: 7 DIMENSIONS TO DRIVE ESTEEM, ADMIRATION, FEELING and TRUST IN THE ALLSTATE BRAND 12.7% 18.1% 12.7% 17.7% 13.1% 12.8% 13.2% 13.5% 14.2% 13.3% 14.3% 12.9% 15.8% 15.7% 2011 2010

  16. Reputation By Stakeholder Investors Employees Opinion Leaders Consumers Customers Agency Owners Policy Makers

  17. Stakeholder Scores Priorities Reputation Weak Build Credibility & Trust Average /Moderate Increase Awareness & Demonstrate Consumer Expectations 84 Strong Build Alignment & Engagement Excellent Create Advocates

  18. CAMPAIGN STRATEGIES Introduce Branded Theme Focused on internal audience first Drive Awareness, Participation and Demand

  19. BUILD INTERNAL VISIBILITY • 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

  20. Singer Taylor Swift presents award during The Allstate Foundation Teen Safe Driving Program Contest BUILD EXTERNAL VISIBILITY Community Involvement e-Newsletter Officer Board Participation National VolunteerismSocial Media Outreach

  21. RETURN ON REPUTATION (ROR vs ROI) • Increase agency owner awareness: 4% • Increase employee awareness: 3% • Fortune’s Most Admired Companies

  22. Katrina Story Today – Catalyst for Positive Change • Non-profit community redevelopment became national model • Community leader partnership • Rebuilding efforts • Sugar Bowl • Seven new playgrounds

  23. v GIVING BACK IS GOOD FOR BUSINESS BE HANDS ON!

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