Table of Contents 6 2012 OVATION Awards Winning Entries

OVATION Awards Winning Entry
Communication Management
Media Relations with budget greater than $100,000
AWARD OF MERIT
Entrant’s name: Jo Langham, ABC
Entrant’s organization: Thornley Fallis Communications
Client organization: Allstate Insurance Company of Canada
Title of entry: Allstate Canada 2011 Media Relations Program
Division and category: Division 1, Communication Management, Category 4c, Media Relations over $100K
Time period of project: January 2011–December 2011
BRIEF DESCRIPTION
Allstate Canada’s 2011 Media Relations Program aimed to drive presence in all Allstate Canada markets in order to
maintain purchase consideration by those buying insurance. The program combined proactive media relations,
matte articles, events, market research and Allstate Canada claims analysis and earned Allstate Canada 739 pieces
of coverage, an MRP score of 77% and a total reach of 109,287,336, a 29% increase over 2010.
BUSINESS NEED/OPPORTUNITY
You can’t get a mortgage without home insurance. You can’t (or shouldn’t) drive a car without auto
insurance. You’re even required by some landlords to buy tenant insurance before they’ll rent to you.
Not surprising therefore that many Canadians view insurance as a necessary evil, something they buy
and then forget about until it is time for renewal or there is a significant life‐affecting change for them or
a change in competitive strategy from the insurer. Allstate Canada estimates that 90 per cent of home
owners already have insurance, and since auto insurance is mandatory, any increase in Allstate Canada
customers must come primarily from attracting clients from other providers. Furthermore, research
done by Allstate Canada shows that 50 per cent of people shopping for insurance purchase their policy
from the first company they call. High awareness of an insurance provider therefore means high
consideration by customers, which drives sales.
While Allstate Insurance is the second largest insurance company in the United States, in 2009 Allstate
Insurance Company of Canada had a much lower profile rooted in the idea that Allstate is safe, slow and
reliable — a long way from the desired perception of a forward‐thinking, approachable, confident and
authentic organization. To help meet Allstate Canada’s business goal of growth based on existing client
retention and increased consideration during the purchase process among potential clients, in 2009
Allstate Canada hired Thornley Fallis Communications (TFC) to help strengthen and modernize Allstate
Canada’s brand reputation with a focus on demonstrating Allstate Canada’s values and building brand
presence in all of its markets. In 2011, despite a higher Canadian profile for Allstate Canada and strides
made in modernizing the brand reputation, in order to maintain purchase consideration levels, it
remained necessary to drive brand presence in all Allstate Canada markets.
INTENDED AUDIENCE(S)
Allstate Canada has insurance agents in five Canadian provinces — Ontario, Quebec, Alberta, Nova
Scotia and New Brunswick. The majority of its business is in auto insurance policies purchased by
Ontario residents. Alberta and Quebec have the largest growth potential for new policyholders, but the
company has lower brand recognition than its competitors in these markets.
Allstate Canada identifies the following target customer audiences: