Expanding Our Impact · 2020. 2. 5. · By expanding our offerings, we can reach lawmakers who want...

INFORM+INSPIRE

The Griffith Insurance Education Foundation

Expanding Our Impact Informing+inspiring in 2013

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INFORM+INSPIRE

The Griffith Insurance Education Foundation

Introduction

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Introduction

The Public Policy Education (PPE) program is successful

325 policymakers reached at 10 events by end of 2012

Audience satisfaction rates are very high

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Introduction

But much more can be done to fulfill Griffith’s mission

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State legislator touches in 2012

(including repeat attendees)

All state legislators

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Introduction

Griffith Leadership Council Task Force on Public Policymaker Education

Chair: Tom Workman

The Griffith Insurance Education Foundation

Vickie Bajtelsmit

Barb Baurer

Mike Fusselbaugh

Susan Krieger

Clyde Pehl

Jay Yano

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Introduction

Griffith Foundation Public Policymaker Education Vision Team

Sponsors: Kevin Brown, Saul Swartout

The Griffith Insurance Education Foundation

Sandi Ciccione, The Institutes David Corum, The Institutes

Marty Frappolli, The Institutes Grace Grant, Griffith

Jason Terrell, Griffith

Melissa Wheeler, Griffith

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The Griffith Insurance Education Foundation

Moving Forward

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Moving Forward

How we got here

You recognized that we should do more to reach state

lawmakers

You tasked us with expanding the PPE program’s reach

We already have created new partnerships and developed new

tools, and there’s much more to come

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Moving Forward

Our vetting process timeline

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Moving Forward

We issued a RFP to four firms

Two communications agencies

Two management agencies

We selected Fleishman-Hillard

as our partner

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Moving Forward

Fleishman-Hillard Founded 1946

Offices in five state

capitals

More than 2,000

employees in 83

offices in 28 countries

Holmes Report’s 2012 Global Public Affairs Agency of the Year

260+ industry awards, including Grand Prix, Gold & Silver PR

Lions from Cannes in the past three years

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Moving Forward

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“(Insurance) is a convoluted issue. We

are part time and are expected to be

experts on every issue. So we have lots

of knowledge gaps.”

Current state senator

“This information can be very tough to

understand, so I rely on my colleagues

first and foremost, then maybe lobbyists

and then maybe constituents who are

educated.”

Current state representative

Fleishman-Hillard asked state lawmakers about

their access to insurance information

“… When we first come onto the

committee, we’re citizens one day and

then we’re elected and put on

committees.”

Current member, state senate

insurance committee

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Moving Forward

The findings were consistent with our experience:

Legislators’ most valuable and limited asset is time

Most legislators don’t know much about insurance

Many legislators, even those on committees, cannot or will not

dedicate a full day to learning about insurance (or other single

issues)

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Moving Forward

These findings give us clear direction:

To reach more lawmakers, we need to be more flexible

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Moving Forward Lawmakers’ time availability and information needs vary

By offering only daylong seminars we are providing an

all-or-nothing proposition, and ceding the center of the

demand spectrum

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Moving Forward By expanding our offerings, we can reach lawmakers who

want insurance information, but cannot or will not attend a

daylong seminar

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Moving Forward

The next step is a pilot aimed at expanding our reach by

capturing more of this middle ground in more places

We will measure results closely and expand this pilot

depending on success

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Moving Forward We already have developed

new tools aimed at improving

our program’s flexibility:

Customer profile

Insurance 101 outline

Pre-survey tool

Best-practices guidance for faculty

These tools will help form the

core of our 2013 plans

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The Griffith Insurance Education Foundation

Pilot Plan

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Pilot Plan

First, keep what is already working

Our seminars work well for audiences who want

high-level instruction and can spare the time for it

We will create new materials and communication

vehicles for those who cannot or will not take advantage

of existing seminars

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Pilot Plan We have selected a basket of eight potential target

states for the pilot, based on size and volume of

legislative activity

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We will narrow this down to four target states, based on

consultation with local stakeholders and the PPE task

force. These conversations already have begun

We will reach out to the legislatures in these states

with new educational tools – an access-on-demand

webinar and written material distributed in a welcome

packet and available online

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Pilot Plan

Webinar

In partnership with National Conference of State Legislatures

(NCSL), Griffith will host an Insurance 101 webinar.

NCSL is a bipartisan, not-for-profit association that serves state legislators

and their staffs by providing research, technical assistance and opportunities

for policymakers to exchange ideas.

Legislators will be able to view a live or archived version.

The webinar will be intrinsically scalable and flexible.

It will not be a substitute for in-person instruction, but substitution

is not our objective.

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Pilot Plan

Welcome packets

Distribute to committee members in target states

Packets include:

One-pager on Griffith

Insurance FAQ

Glossary of insurance terms

One-pagers on three key topics

One-page sell sheet on webinars and seminars

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Pilot Plan

New tools for refinement and promotion of existing

seminars

Pre-event surveys

Faculty best practice guidelines

Direct outreach to seminar alumni requesting word of mouth

marketing

Seminar information in welcome packets

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Pilot Plan We will measure the pilot’s success with four metrics

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Satisfaction

survey scores

Goal: Average

rating of 90%

Committee

member event

participation in

target states

Goal: 35%

Total members

reached

Goal: double

expected 2012

figure of 175

Chair/ranking

member event

participation in

target states

Goal: 50%

Pilot Plan

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Phase 1

Distribute welcome packets

Inaugural webinar

Outreach to stakeholders

Seminar(s)

Review feedback

Phase 2

Evaluate pilot

Implement improvement opportunities

Expand beyond initial pilot states

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Pilot Plan

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Finalize Metrics

Consideration of knowledge

assessment tools

Target percentage of market

segment in Phase 1, 2, and

beyond?

Offer CE/CLE for

legislators?

Assessment of knowledge

certification programs

Budget

2013 pilot budget (including

faculty fees)

Marketing Plan

Welcome packet components

External communications plan to trades,

industry, partner organizations, other

stakeholders

Online and social media strategy

Media outreach plan

Branding

Testimonials

Remaining Steps

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The Griffith Insurance Education Foundation

Questions?

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