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PEMCO Pioneers a case brief for
Rachel Hobble Meg Goh Angelina BingeiJessica Ting
Community Impact Coordinator
Brand Consultant Financial Analyst Marketing Strategist
Situational Analysis (SWOT)
Our Community
Core Values | Why CSR?
Purpose Beyond Profit
Investing in Community
Empowering Through Education
Sending the Message (Advertising Campaigns)
Financials | Concluding Analysis
Agenda
Strengths the intent to shop PEMCO increased 300%
unaided brand awareness up 41% Distinct Brand Awareness
Captive Community
Employees stay 2X longer than competitors Strong Employee Retention
Strengths
Weaknesses
the intent to shop PEMCO increased 300%
unaided brand awareness up 41% Distinct Brand Awareness
Captive Community
PEMCO not fully recognized for its CSR Weaker CSR Recognition
Target Local Businesses
Employees stay 2X longer than competitors Strong Employee Retention
Strengths
Weaknesses
Opportunities
the intent to shop PEMCO increased 300%
unaided brand awareness up 41% Distinct Brand Awareness
Captive Community
PEMCO not fully recognized for its CSR Weaker CSR Recognition
Use CSR to differentiate from competitors
Expand offerings to local businesses Target Local Businesses
First Mover Brand Advantage
National Insurance Firms
New Government Regulation
Employees stay 2X longer than competitors Strong Employee Retention
Strengths
Weaknesses
Strengths
Weaknesses
Opportunities
the intent to shop PEMCO increased 300%
unaided brand awareness up 41% Distinct Brand Awareness
Captive Community
PEMCO not fully recognized for its CSR Weaker CSR Recognition
Use CSR to differentiate from competitors
Expand offerings to local businesses Target Local Businesses
First Mover Brand Advantage
Possibility of increased governmental oversight
Top competitors include Allstate & State Farm National Insurance Firms
New Government Regulation
Employees stay 2X longer than competitors Strong Employee Retention
Strengths
Weaknesses
Threats
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PEMCO Pioneers
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Our Community
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-- Employees
Empowerment
Job Training
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Our Community
Education
Relationships
Customers Employees
Empowerment
Job Training
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Our Community
Education
Relationships
Customers Employees
Empowerment
Job Training
Support
Partnerships
Small Businesses
Our Community
“84% of consumers consider a company’s social and environmental
commitments before making decisions about what to buy or where to shop.”
2015 Cone Communications Global CSR Study
CourageIntegrity Responsibility
“84% of consumers consider a company’s social and environmental
commitments before making decisions about what to buy or where to shop.”
2015 Cone Communications Global CSR Study
PURPOSE BEYOND PROFIT
Sustainability RewardsProviding discounts for green homes and vehicles
encourages sustainable living and customer loyalty
Grants to Local BusinessesSmall companies that meet set criteria will be given
financial support to launch their vision
Socially Responsible InvestmentsCapital can be invested in low-risk, socially responsible
portfolios to increase inflows while supporting sustainability in the financial world
Partnerships
National Park Service
We chose the National Park Service: a recognized, government agency known for its preservation
efforts to lend awareness
Working towards the preservation of local landmarks supports the responsibility people
have for the environment, and gives credibility to PEMCO’s reputation.
Environmental Community Partners
Sierra Club, Washington Preservation Corps, EarthCorps
These local organizations have a much more local reach, lending a neighborly trait to PEMCO and
increasing awareness of the company’s policies and services on a grassroots level, fitting with their
down-to-earth brand
INVESTING IN COMMUNITY
RegionalEvents
Engage in Consumer Locales
Sustainability Heroes
Leadership Training
PE M C O P CI
N IC
Welcome PEMCO Employees & Family
Welcome
PEMCO
Family!
PE M C O P CI
N IC
PE M C O P CI
N IC
EMPOWERMENTTHROUGH EDUCATION
VOLUNTEER-BASED FINANCIAL LITERACY COURSES
IN UNIVERSITIES & SENIOR CENTERS
EDUCATION + DATA MINING
HOW TO ADULT101
Financial Lit
DATA MINING
EDUCATION + DATA MINING
HOW TO ADULT 101
Financial Lit
HOW TO ADULT101
Financial Lit
VOLUNTEER-BASED FINANCIAL LITERACY COURSES
IN UNIVERSITIES & SENIOR CENTERS
DATA MINING
ADJUST MARKETING AND PACKAGE OFFERINGS ACCORDINGLY
EDUCATION + DATA MINING
HOW TO ADULT 101
Financial Lit
HOW TO ADULT101
Financial Lit
VOLUNTEER-BASED FINANCIAL LITERACY COURSES
IN UNIVERSITIES & SENIOR CENTERS
PEMCO VALUES & CSR Advertising Concepts
PEMCO celebratesCOURAGE
It takes COURAGE to be different. In our video advertisement, we celebrate the courage in our community.
PEMCO isTHERE FOR YOU
PEMCO is there for you at critical points in your day. PEMCO always comes to the rescue, because INTEGRITY is at the core of what we do.
SOCIAL MEDIA
TEACHING
USER-DEFINED
CONTENT
LOCAL PRIDE
How financially sound are CSR initiatives?
serving 204,000 households
annual revenue
$1000 annual inflow$900 car policy / $1050 home policy approximation
$400 million
400,000 policies
ExpendituresInitiatives Total: $349,000
Grant Program $250,000
Event Sponsorships $60,000
PEMCO Picnic $2,500
PEMCO Peers Lemonade Booth
(5 events)
$3,500
National Park Service
Partnership
$15,000
Local Organizations
Partnerships
$18,000
Total Cost: $2,682,624
Multimedia Marketing Total: $2,333,624
Video Production $300,000
Local TV commercial slots 728 x $700 = $509,600
Youtube commercial slots $1,500,000
Radio commercials (30
second spots)
1092 x $22 = $24,024
2% + 2% increase in revenue from longer customer retention + new customers
496.43%return on investments
$16 millionadditional revenue
Identify any threats to the enterprise
Strategic Risk Management
Assess the risk profile of these threats over time
Mitigate potential inflection points
Employee CSR Specialists
ComprehensiveCommunity
Outreach Programs
Executes Clear, Trackable CSR
Goals
Allstate XFarmers Insurance
Group X
State Farm X
PEMCO X X X
CSR Measure-Up
PEMCO PIONEERS: Industry Leaders in CSR
Celebrate the
Courage
to be different
SupportEnvironmental
Integrity
Teach FinancialResponsibility
Invest in EnvironmentalismSustainability Rewards
Grants to Local BusinessSocially Responsible Investments
Partnerships for Environmental Advocacy
Celebrate Our CommunityEngage the Locals
PEMCO (Employee + Family) Picnic
DialogueAdvertising Campaigns
Social Media Campaigns
Financial Literacy Courses“PEMCO Pals”
“How to Adult 101”
Thank you | Questions?
Appendices
ESG Investments
ESG Investments
approximation of population in Washington and Oregon
cost of youtube ads
10 - 30 centsPay-per-Click Advertisements Slot
$1,500,000
10,000,000
Let’s Engage Community
Branding
Partner with a cause.
Customer Engagement
Feature local businesses in ads and events; reward sustainable practices.
Event Sponsorship
Boating shows, snowsports
Partner With Key Players ▪ David Fleming, Director of King County Health Department
▪ Russell Wilson, QB, Seattle Seahawks
▪ David Rolf, President of Service Employees International Union Healthcare 775NW
▪ Scott Woodward, Athletic Director of the University of Washington
PEMCO helps youGO PLACES SOMEDAY
We don’t know what the future holds, but we have a RESPONSIBILITY to you. No matter what, PEMCO is there for the ride.
BRAINSTORMINGSESSION
SOURCES 2015's Top 10 Cause Alliance Trends. N.p.: Good Scout Group, 2015. Print.
"Allstate Corporate Responsibility." Allstate. N.p., n.d. Web. 21 Feb. 2016. <http://corporateresponsibility.allstate.com/>.
Calandro, Joseph, Mark Purowitz, and Paul Delbridge. "Strategic Risk Management: Facilitating Risk-Based Insurance Decisions."
PwC. N.p., n.d. Web. 21 Feb. 2016.
<http://www.pwc.com/us/en/insurance/publications/assets/pwc-insurance-strategic-risk-management.pdf>.
Cause Innovation: Supercharging Corporate Alliances. N.p.: Cause Marketing Forum, 2015. Print.
Clark, Jennifer Ciuffo. 2015 Cone Communications/Ebiquity Global CSR Study. N.p.: Cone Communications, n.d. Print.
Cause Innovation: Supercharging Corporate Alliances. N.p.: Cause Marketing Forum, 2015. Print.
Clark, Jennifer Ciuffo. 2015 Cone Communications/Ebiquity Global CSR Study. N.p.: Cone Communications, n.d. Print.
SOURCES "Community Work Recognition." State Farm. N.p., n.d. Web. 21 Feb. 2016.
<https://www.statefarm.com/about-us/company-overview/company-profile/awards-recognition/community-work>.
"Farmer's in Our Communities." Farmer's Insurance. N.p., n.d. Web. 21 Feb. 2016. <https://www.farmers.com/corporate-giving/>.
"Pemco ID Smart." Pemco. N.p., n.d. Web. 21 Feb. 2016. <https://pemco.com/idsmart?cid=FLIPPYidSmart>.
"Pemco: Selling Insurance Takes Personality." DNA Seattle. N.p., n.d. Web. 21 Feb. 2016.
<http://www.dnaseattle.com/clients/pemco.html>.
Rhea, Mollye. Cause Marketing 101 for Non-Profits. N.p.: Cause Marketing Forum, 2011. Print.
Robinson, Kathyrn, et al. "50 Most Influential People in Seattle Right Now." Seattle Met. N.p., 8 march 2013. Web. 21 Feb. 2016.
<http://www.seattlemet.com/articles/2013/3/18/50-most-influential-people-in-seattle-right-now-march-2013>.
"20 Must-Know Fundraising and Social Media Stats." Nonprofit Tech for Good. N.p., 16 Sept. 2015. Web. 21 Feb. 2016.
Zipkin, Nina. "The 11 Must-Use Social Media Strategies to Expand Your Brand." Entrepreneur. N.p., 3 May 2015. Web. 21 Feb. 2016.
