NAMIC Communications & Marketing Workshop, October 1-3, 2012, Chicago, Ill.

Your seminar was second to none. The quality of the speakers, the facility, and your hospitality were really excellent. Thank you for treating us so well! We loved the Dine-Around-Chicago event! Great fun and a wonderful way to get to visit with some of the attendees.”

-Deb Tollefson
Senior Marketing Representative
RAM Mutual Insurance Company

Workshop Agenda

Subject to change without notice

Monday, October 1

2 – 6 p.m.	Registration
6:30 p.m.	Optional Activity

Tuesday, October 2

7:30 – 9 a.m.	Registration Continental Breakfast
9 - 9:30 a.m.	Welcome & Introductions Lauren Spencer Meeting Planner NAMIC Indianapolis, Ind. Emmie Musser, chairman, workshop planning committee Assistant Manager, Advertising, Event Planning, Merchandise Auto-Owners Mutual Insurance Company Lansing, Mich.
9:30 – 10:30 a.m.	Same Values, New Messages: Guiding Your Brand Through Change A lot can happen in a decade. Over that amount of time and change, how are you going to keep your brand consistent without letting it become stagnant? Join industry leader, Stuart Henderson, president & CEO, Western National Insurance Group, to explore the phases his company brand has undergone since 2001—from a company working hard to regain its stability, to a turnaround success story, to its current position as a super-regional company growing both organically and through acquisitions—and the way the brand narrative has changed during each phase. Examine how this single carrier has evolved its messaging while preserving its relationship-based brand and values, and how your company can develop its own evolving narrative to keep your brand fresh throughout long- and short-term change. Stuart Henderson, J.D., CPCU President & CEO Western National Insurance Group Edina, Minn.
10:30 – 10:50 a.m.	Break
10:50 – 11:50 a.m.	Social Media -- Time to Make It Work Social Media enjoys a lot of attention but does it bring real value to the insurance industry? Consumers join social networks to meet family, friends and other just like them, but not to buy products or engage with an insurer. Terry Golesworthy, president, The Customer Respect Group, will explore how social media can provide real value to insurers and their agents but not as a traditional marketing channel. Social media will be a disruptive technology because it hits right at the heart of insurance sales - trust and reputation. Terry will show how insurers can leverage social media to their advantage to build communities, enable referrals and enhance the value of the agent. Terry Golesworthy President The Customer Respect Group Ipswich, Mass.
11:50 a.m. – 1:00 p.m.	Lunch
1:00 - 2:00 p.m.	Concurrent Sessions Social Media: Technical Aspects Team Leadership: Recharging your Creative Team
2:00 - 2:20 p.m.	Break
2:20 - 3:20 p.m.	Concurrent Sessions Legal and Regulatory Risks of Social Media and Insurance During this session, join Susan Stead, partner, Nelson, Levine, DeLuca, & Horst, LLC, examine the risks of using social media including regulatory, operational, errors & omissions, privacy, litigation/ discovery, intellectual property, and risks associated with release of sensitive information. In addition, attendees will explore what they can continue to expect from insurance regulators in their examination of using social media and discuss leading best practices and ideas to manage these legal and regulatory risks. Susan Stead Partner Nelson, Levine, DeLuca, & Horst, LLC Columbus, Ohio Professional Development
3:20 - 3:40 p.m.	Break
3:40 - 4:40 p.m.	Concurrent Sessions Writing More Effective Posts for Your Social Media Channels Through case studies and industry best practices, Jared Roy, social marketing practice director, Webtrends, will share tips and tricks to creating engaging posts on Facebook and Twitter. Learn the best kept secrets to creating sharable content on your social media profiles. During this interactive session, attendees will: Learn what drives people to become fans and followers and how age determines how we click Determine what constitutes a good Facebook post and how to use that engagement tro drive fan growth Learn how to monetize your current fan base Jared Roy Social Marketing Practice Director Webtrends Portland, Ore. Buidling Positive PR During Difficult Times Catastrophes, sensational news reports, blogs and social networking, distorted allegations made by attorneys advertising on TV – all of these sources along with others may create negative impressions of the insurance industry among the general public. During this session, participants will gather concepts and approaches which to deliver positive reinforcing messages to the public, regulators, and our legislators before the negative news hits. During the session, participants will: Assess the challenges in altering public perception Examine five families of media to foster your brand Plan your media approach--- before the CAT Explore the criticality of agency communication Fred Schneider Vice President/ Chief Sales & Marketing Officer Amercia First Insurance, A Liberty Mutual Company Richardson, Texas
5:30 p.m.	Networking Activity

Wednesday, October 3

8 – 9 a.m.	Registration Continental Breakfast
9 – 10:00 a.m.	Concurrent Sessions Developing Corporate Events Marketing in a Mobile World Over half of Americans own a smartphone. Globally, more people own a mobile device than a toothbrush. Our world truly is mobile. How are people using these mobile devices to connect with one another, and to connect with marketers? Are mobile devices a huge marketing opportunity for insurance companies and agents, or do they change the rules of engagement? Get the answers to these questions, along with a hands-on experience using your own smartphone, in this session. During this interactive session, attendees will: Understand the impact of mobile devices have in communication and how to capitalize on them Explore different mobile tactics, such as apps, mobile-friendly websites, QR codes, text messaging, and more and evaluate how these tactics can accomplish business goals Examine successful case study examples from around the industry
10:00 - 10:20 a.m.	Break
10:20 – 11:30 a.m.	Concurrent Sessions Leveraging Audio & Video to Develop Powerful Messages During this highly interactive session, participants will learn and experience first hand the “technical” use of audio and video in communications, as well as the right way… the wrong way… and the POWERFUL way to harness two of the most important senses that people use when receiving information. Today’s population is receiving more information, in more forms and at a higher frequency which in turn defines their behavior to only notice or interact messages that truly stand out. By leveraging two of these key senses, you will have an advantage and create more opportunities to be “consumed” in a way that resonates with audiences – online, in a ballroom or anywhere. Chris Gasbarro Chief Creative Officer Creative Community Connections (C3) Wakefield, Mass. Mutual Messaging
11:30 a.m. – 12:30 p.m.	Lunch
12:30 – 2:00 p.m.	Show & Tell As communications and marketing professionals, we are constantly seeking inspiration for publications, media kits, speeches, ad campaigns, web content, event materials, and other communication projects. We invite you to be part of this highly interactive session to showcase your creative and innovative work and share what you learned with fellow workshop attendees. Or bring an unfinished project and take advantage of the opportunity to get some new ideas and a fresh perspective from some of the industry’s talented communications & marketing professionals to make your great idea even greater. Show & Tell time slots are limited—please e-mail Lauren Spencer at lspencer@namic.org to present a project or piece during the session.
2:00 - 2:20 p.m.	Break
2:20 – 3:30 p.m.	Conducting & Utilizing Market Research Join us for this information-packed session with Brent Bahler, vice president—public affairs, NAMIC, to examine tools and resources available for conducting market research on a shoe-string budget and how to utilize the information in your business plan and marketing strategy. Brent will also be sharing some the results of a mutuality-focused market research project conducted by NAMIC in 2012 focused on branding and communicating mutuality. Brent will also début tools available to NAMIC members through this project. Brent Bahler Vice President-- Public Affairs NAMIC Indianapolis, Ind.
3:30 p.m.	Workshop Concludes

Posted: Thursday, April 01, 2010 3:24:03 PM. Modified: Wednesday, May 16, 2012 1:32:40 PM.

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We are 1,400 property/casualty insurance companies serving more than 135 million auto, home and business policyholders, with more than $196 billion in premiums accounting for 50 percent of the automobile/homeowners market and 31 percent of the business insurance market. We are the largest and most diverse property/casualty trade association in the country, with regional and local mutual insurance companies on main streets across America joining many of the country’s largest national insurers who also call NAMIC their home. More than 200,000 people are employed by NAMIC members.