"Taking It Offline" (With Speaker's Notes)
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Robert Handy, a school teacher and entrepreneur, emphasizes the importance of building relationships, operational efficiency, and core values like integrity and responsibility in marketing. The document outlines PEMCO's marketing strategies, focusing on hyper-local engagement, exceptional customer experiences, and community involvement to ensure brand relatability and trust. Furthermore, it highlights the necessity of differentiated marketing approaches and establishing strong partnerships to enhance brand presence in local communities.
"Taking It Offline" (With Speaker's Notes)
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- 12. 1. Differentiate on hyper local: “We’re a lot like you” campaign: ‐Central campaign and supporting programs – quirky, humorous, relatable ‐every event embraces unique NW personality – show we “get it” ‐PEMCO is different because we live, work, play in same communities as our customers 2. Deliver world class customer experience: Invest in long‐term relationships with consumers through consistent engagement 3. Drive improvement through service innovation: Extend responsibility to build customer relationships and listen to VOC across the organization ‐ Inform employees of where brand conversations are taking place ‐ Communicate expectations and procedures for social media engagement ‐ Train employees on social media tools to give them the confidence to join the conversation 12
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- 19. Consistency: As a very personal extension of our brand, all elements of our offline activities are consistent in their drive to connect on a local level and relate to our NW friends and neighbors. From the look and feel of our event vehicle and giveaways, to the profile t‐shirts that PEMCO volunteer crews wear when they’re out and about, our neighbors know how and where to find us and what to expect when they see us at work in our communities. Dependability: When you’ve built a reputation for being the go‐to destination before a Seahawks games, you’d better deliver. It’s hard work to weave an experience with your brand seamlessly into the fabric and pulse of a community. Be very conscious of this standing once you’ve achieved it and make sure you honor your commitment to fans and event goers that look forward to seeing you there. Familiarity: Get to know your fans on a personal level. Leverage consistency and dependability to build relationships and connect with your fans and neighbors. When there’s comfort and trust, they eagerly share their own stories and may even tell yours down the road. 19
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- 22. We looked for high leverage ways to bring recognized NW Challenger Brands together. Our common denominator? The Super‐Long Coffee Orderer! PEMCO ‐‐ Tully’s Coffee ‐‐ Children’s Hospital Tully’s Coffee Partnership, an 8‐week partnership with a NW coffee company to celebrate a shared audience: the “Super‐Long Coffee Orderer.” Offline examples: “Super‐Long Coffee Order” contest at Tully’s locations Offline examples: Corporate citizenship – contribution to Children’s Hospital in winners’ names Offline examples: Traditional media – live radio remote from Tully’s flagship store to kick off partnership Scalable metrics: contest participation, radio listenership, earned media placements 22
- 24. Offline example: Northwest Profiles from PEMCO’s ad campaign— “Supercharged Seahawks Fan;” “’I Know I Am, I’m Sure I Am’ Sounders FC Fan” NW Profile NW profile – sharable via offline channels Offline examples: Fan interactions at events booth, custom souvenir photos; Jr. Alliance membership, kits, Autograph Alley experience Offline examples: Player appearances at PEMCO‐supported events (e.g., Blitz appearance at Children’s Hospital Car Seat Fitting) Metrics: Impressions through traditional advertising, positive media mentions, visitors to PEMCO booth, participants in offline partnership activities and contests 24
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- 28. Independent local agencies that sell PEMCO products among other brands DIAs write about 30‐35% of the PEMCO policies. We support them through many offline channels including advertising and branding, and even merchandise. Community Agents have access to the PEMCO store and account for x% of purchasing to extend the brand to potential and new PEMCO customers. This partnership makes perfect sense, we’re the local insurance carrier and they’re the friendly insurance agent with offices on main street. The reasons a customer goes to a CA align closely with the reasons a Northwesterner choses PEMCO. For this reason, we often support our local agents when they’re involved with different events and activities in their communities – to raise awareness of PEMCO at the community level. Offline examples: Partnerships at community events sponsorships (shredding event, National Night Out, hyper‐local events) Offline examples: Shared marketing collateral and branding, monthly Agent Alert shares marketing updates and campaign messaging 28
- 30. Attracting potential partners: tell your brand story to attract compelling brand partners • What can your brand offer? For PEMCO, everyone wants a profile. But we can’t force it, it has to be natural and authentic. • Lead with relationship: it starts with a conversation • Gauge partner image & reputation: it’s not just about the awareness level of the partner, it’s about how the brands align and what that brand represents to your target market. • Seek complimentary strengths: where do they have strengths that we don’t or can’t capitalize in our day to day ‐ retail presence is big for us • Capitalize on identity: who you are as a brand and what you represent is a huge asset. For PEMCO, we mean local and secure. Know not only what you’re good at, but what message you’re presence will send to a potential partners’ customers/ target market. 30
- 31. ‐ Year‐round community engagement program to demonstrate PEMCO’s commitment to Northwest communities ‐ Goal is to engage in a coordinated effort to raise PEMCO’s profile among current and prospective policyholders and to extend the PEMCO brand through grass‐ roots and community level sponsorships. ‐ As a whole, the program will succeed if it helps to achieve PEMCO’s overarching marketing goals, reinforces PEMCO’s commitment to the Northwest as a locally‐ based insurance company and helps to establish a memorable and recurring presence at events in the region. 31
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- 35. Goats at the Sounders match 35
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- 41. ‐ Timely news releases on insurance‐related issues, e.g. winter driving tips, identity theft protection, household maintenance/repair prevention 40
- 43. Demonstrate PEMCO’s support of local organizations, causes and create ways for employees to participate in community‐relations driven activities ‐ Year‐round community engagement program to demonstrate PEMCO’s commitment to Northwest communities ‐ Goal is to engage in a coordinated effort to raise PEMCO’s profile among current and prospective policyholders and to extend the PEMCO brand through grass‐ roots and community level sponsorships. ‐ As a whole, the program will succeed if it helps to achieve PEMCO’s overarching marketing goals, reinforces PEMCO’s commitment to the Northwest as a locally‐ based insurance company and helps to establish a memorable and recurring presence at events in the region. 42