Table of Contents 6 2012 OVATION Awards Winning Entries

• Car owners, homeowners and renters in its five provincial markets. Allstate Canada identifies its
potential clients as between the ages of 25–45 years old, financially stable, above‐average income and
educated.
• Newly licensed drivers, 16–24 years old, who will be potential policyholders in a few years when they
move from driving their parents’ car to owning their own vehicle, as well as their parents.
• Customers and potential customers reaching life milestones that trigger important insurance decisions
such as parents letting their children drive their car, young adults moving out on their own for the first
time, those buying their first home (25‐35 years old) and older Canadians leading up to retirement.
A final audience is Allstate Canada employees. Allstate Canada has 93 insurance agencies (AIAs) based
throughout the five provincial markets. Many of the AIAs are run by agency managers (AM), who act as
regional spokespeople for communication programs. Allstate Canada wants its agents to be engaged in
its communication programs so the agents can then go out into their community and share company
messages.
GOALS/OBJECTIVES
Business Goal
Growth based on existing client retention and increased consideration during the purchase process
among potential Allstate Canada customers in the company’s five markets: Alberta, Ontario, Quebec,
New Brunswick and Nova Scotia.
Communication Objectives
Drive increased awareness of Allstate Canada’s brand as authentic, confident, forward‐thinking,
approachable and worthy of purchase consideration as measured by:
• MRP rating of 75% or more based on corporate and program specific key messages
• Exceed reach of Allstate Canada’s 2010 media relations programs by 10% (84,595,057 total reach in
2010)
• Tone score of 80% positive or balanced
• ROI of 4 cents or less per contact
• Increase by 10% in 2011 policies over 2010
Increased engagement with Allstate Canada employees as measured by:
• Increase number of Allstate agency managers (who have been media trained) who participate in
media interviews or communication programs (12 agency mangers, 4 corporate spokespeople
interviewed in 2010)
SOLUTION OVERVIEW
In order to create an effective communications plan, TFC reviewed and analyzed Allstate Canada’s
ongoing market research, spoke with a number of Allstate Canada agency managers to gain insights
about customer behaviour and reviewed Allstate Canada claims data to determine insurance trends that
might provide newsworthy topics. An audit of insurance industry‐based media relations coverage over
the previous year was conducted to both identify platforms that were being used by Allstate
competitors and the range of topics that had proved of interest to media. TFC also reviewed industry
news about changes to legislation (such as distracted driving laws) in Allstate Canada’s five markets.
Based on this research, TFC and Allstate Canada developed a communications strategy:
• Leverage Allstate Canada’s exclusive claims data and the knowledge expertise of Allstate Canada
agency managers to provide media with compelling statistics and trends