How a regional challenger brand in the uninteresting insurance business has been repositioned into one of the Northwest's most talked about brands. PEMCO's Playbook.
4. Who is PEMCO?
• Personal-lines mutual insurance
company founded in 1949
• Serves niche market of
preferred risk policyholders
• Provides coverage to ~200k
Washington households
• Historically conservative and
legacy oriented
• Leads with relationship
5. Challenges: Old and New.
1
Industry
• Highly regulated industry
• Product perceived as a commodity
• Insurance is an unsought product
2
Environment
• Consumers heavily influenced by peers, friends, even
strangers online
• New & unfamiliar channels are sustaining brand
conversations
9. The BHAG: Our Big Hairy Audacious Goal
“Never have to advertise
for a lead again”
PEMCO customers
can’t stand the thought
of friends & family
doing business with
anyone else.
15. Extensive Research Initiative
Consumer • 100 In-home Ethnographic Interviews
• Important aspects of consideration
Research • Key influences of decisions they make
Internal • Cross Functional & Multi-level Conversations
• Culture, Values, and Challenges
Reviews • Strengths and Opportunities
Competitive • Studied Top Twelve Companies – S.W.O.T.
• Product, Price and Brand Positioning
Assessment • Advertising, Messaging, Distribution and P.R.
24. Our Vision
“PEMCO gets it!” – Voice of the Customer
PEMCO is the Northwest insurance company that
“gets it.” An organization that’s great to do
business with, one that shares the values of those
who live here, one that’s genuinely likeable.
It’s the first choice of responsible people.
25. PEMCO’s Winning Strategy
Different because we live, work,
Differentiate on learn and play in the same
hyper local
communities.
Invest in long-term
Deliver world class
customer experience relationships with consumers
through consistent engagement
Extend responsibility to build
Drive improvement through
service innovation customer relationships & heed
VOC across organization
26. PEMCO’s success depends on the positive opinion of people like me.
They listen, participate, encourage and enable me to share with others.
Listen
Enable
+ Participate
Partnership
Encourage
61. The BHAG: Our Big Hairy Audacious Goal
“Never have to advertise
for a lead again”
PEMCO customers
can’t stand the thought
of friends & family
doing business with
anyone else.
62. BHAG Sounds Great: But How?
Build engagement opportunities by enabling
audiences to:
1 2 3
Do Something Share Something Get Something
63. BHAG Sounds Great: But How?
Build engagement opportunities by enabling
audiences to:
1 2 3
Do Something Share Something Get Something
64. BHAG Sounds Great: But How?
Build engagement opportunities by enabling
audiences to:
1 2 3
Do Something Share Something Get Something
65. Develop A Game Plan:
Empowering Guidelines
Boot Camps
Familiar Tools
Access To Voice
66. Social Media Guidelines
Appease reluctant stakeholders
and empower employees
• Clear statement of purpose
• Inform and reassure
reluctant stakeholders
• Establish engagement
expectations
• Educate employees on
best practices
67. Boot Camps
Increase familiarity & comfort of employees
• Explain guidelines
• Tutorials provide a step-by-step
how-to approach
• Examples demonstrate
consumer use
• Case studies explore social
media engagement and
suggested responses
68. Finding The Right Tools
Reduce communication barriers with
employee networking tools
1
Share Voice of the Customer
69. Empowering Employees
Reduce communication barriers with
employee networking tools
2
Share Business Ideas
70. Real Time News Updates
Reduce communication barriers with
employee networking tools
3
Share News and Updates
71. It’s Not ALL Business
Reduce communication barriers with
employee networking tools
4
Foster Employee Community
72. Ratings and Reviews
Increase customer-focus through direct
access to Voice of the Customer
• Give back office employees
access to customer voice
• Celebrate & share your
success stories
• Learn from mistakes and
consistently improve
• Own the results • Start every meeting with a
customer story!
73. When Paul learned that his dream home had been
burglarized and stripped of $10,000 of new hardware, he
didn’t know where to turn. Though a unfortunate setback to
the project, Shelly from PEMCO helped make a quick
decision and the project moved forward on time.
74. Getting hit by another driver is never a pleasant experience,
but when it’s Memorial Day weekend, during rush hour traffic while
you’re on your way to a job interview the experience can be downright
traumatic. Though Carole hopes to never be involved in accident like this
again, she knows if she is, PEMCO has her covered.
75.
76.
77. Thanks to our partners for their many contributions to our success!
EVERGREEN MEDIA, INC.
77
78. A Shameless Plug
“To advance the discipline of credible
word of mouth marketing – both online and offline.”
Case Studies: Helping you become a better WOM marketer.
Ethical Leadership - Best Practices – Measurable ROI
Community: Enthusiasts – Brands – Service Providers
School of WOM – May 9 thru 11
Swissotel, Chicago
www.womma.org