Reputational Return of Community Engagement
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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

Reputational Return of Community Engagement

Vicky DingesVice President - Public Social Responsibility and Enterprise Communications


Reputational return of community engagement

“Allstate is a part of society, not apart from society”

– Tom Wilson, Allstate CEO


Reputational return of community engagement

Agenda

Allstate Corporate Relations Overview

Building Our Reputation Strategy – The Katrina Story

Importance of Reputational Leadership

Discussion Topics

Questions


Reputational return of community engagement

CORPORATE RELATIONS AT ALLSTATE

Public Social Responsibility

Enterprise Communications

Media

Regional Support

CEO Support

The Allstate Foundation

Advocacy

Reputation

Strategy


Reputational return of community engagement

ALLSTATE’S CORPORATE RELATIONS PRIORITIES


Reputational return of community engagement

COMMUNITY ENGAGEMENT EARNS ALMOST 200M IMPRESSIONS FOR 2012


Reputational return of community engagement

Importance of Reputational Leadership – Katrina Story

2005 – Worst Natural Catastrophe in Allstate’s 80 Year History


Reputational return of community engagement

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


Reputational return of community engagement

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


Reputational return of community engagement

KATRINA STORY


Reputational return of community engagement

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


Reputational return of community engagement

The Importance of Reputational Leadership

Companies identified as most admired by their peers and consumers benefit from direct financial returns


Reputational return of community engagement

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%


Reputational return of community engagement

Reputation Leadership Strategy

Phase I – Develop Basic Reputation Program

Phase II – Build Comprehensive Reputation System

Phase III – Increase Awareness and Engagement


Reputational return of community engagement

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


Reputation by stakeholder

Reputation By Stakeholder

Investors

Employees

Opinion Leaders

Consumers

Customers

Agency Owners

Policy Makers


Reputational return of community engagement

Stakeholder Scores

Priorities

Reputation

Weak

Build Credibility & Trust

Average /Moderate

Increase Awareness & Demonstrate Consumer Expectations

84

Strong

Build Alignment & Engagement

Excellent

Create Advocates


Reputational return of community engagement

CAMPAIGN STRATEGIES

Introduce Branded Theme

Focused on internal audience first

Drive Awareness, Participation and Demand


Reputational return of community engagement

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


Reputational return of community engagement

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


Reputational return of community engagement

RETURN ON REPUTATION (ROR vs ROI)

  • Increase agency owner awareness: 4%

  • Increase employee awareness: 3%

  • Fortune’s Most Admired Companies


Reputational return of community engagement

Katrina Story Today – Catalyst for Positive Change

  • Non-profit community redevelopment became national model

  • Community leader partnership

  • Rebuilding efforts

    • Sugar Bowl

    • Seven new playgrounds


Reputational return of community engagement

v

GIVING BACK IS GOOD FOR BUSINESS

BE HANDS ON!


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