JUNE 2015 | DELAWARE
SET YOUR
AGENCY APART
IN THIS
ON THE COVER 12
BUILDING A BRAND For many small businesses, the focus is on selling. But the impact of foregoing branding will rear its ugly head all too quickly and painfully.
ALSO 20
HOW TO BENEFIT FROM DIGITAL ADVERTISING We’ve set the stage. Come this fall, it’s your turn to continue the Trusted Choice Freedom Campaign and reap the rewards of reaching online insurance shoppers.
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NO MORE PAPER POLICIES Have you heard of Activity Notifications? If not, you’re missing out on cost savings, efficiency, security, and timeliness of information.
IN EVERY ISSUE 2
Chairwoman of the Board
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Ask Our Experts
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Preventing Errors & Omissions
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Coverage Corner
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State News
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IA&B Partners
IBC My Events IBC Advertiser’s Index IBC Classified Ads Periodical postage paid at Mechanicsburg, Pa. and at additional mailing offices. Ride-along enclosed. Postmaster: Send address changes to Insurance Agents & Brokers, 5050 Ritter Road, Mechanicsburg, PA 17055. Primary Agent (ISSN 1543-3110), Permit # 638-620, Issue # 2015-06, is published monthly by IA&B Service Group Inc., a subsidiary of IA&B.
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Copyright 2015. All rights reserved. No material may be reproduced in whole or in part without written consent of the publisher. The information in this publication is general in nature and not intended to serve as legal, accounting, financial, insurance, investment advisory or other professional advice as to any reader’s particular situation. Users are encouraged to consult with competent legal, financial, insurance, investment advisory and/or other professional advisors concerning specific matters before making any decisions. We disclaim any responsibility for any decisions or actions by readers. Statements of fact and opinion in Primary Agent are the responsibility of the authors alone and do not imply an opinion on the part of the officers or the members of IA&B. Participation in IA&B events, activities and/or publications is available on a non-discriminatory basis and does not reflect IA&B endorsement of the products and/or services.
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CHAIRWOMAN OF THE BOARD’S MESSAGE
BRANDING CRUSADE CONTINUES
INSURANCE AGENTS & BROKERS 5050 Ritter Road | Mechanicsburg, PA 17055 800-998-9644 | IABforME.com
OFFICERS
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Chair of the Board
his issue of Primary Agent certainly isn’t the first time you’ve seen your agents’ association harp on the importance of branding. And, guaranteed, it won’t be the last. Thanks to consistent member input – and the board’s resulting direction – providing member agents with marketing and branding support is a strategic priority of IA&B. And it dovetails perfectly with the recent momentum of Trusted Choice, the consumer-facing brand spearheaded by our national affiliate.
Diana M. Hornung Hanby, ACSR Vice Chair of the Board
Robert S. Klinger, LUTCF, CPIA Immediate Past Chair of the Board
G. Greg Gunn, CIC
MEMBERS Henry “Butch” Bradley, Jr. Forest Hill, MD
E. Stephen Burnett, CIC, ARM Wilmington, Del
Richard F. Corroon, CPCU Wilmington, Del
As you contemplate the strength of your agency’s brand, I encourage you to rely on IA&B’s resources. The feature article on page 12 of this publication is a great place to start, and the Branding Center at IABforME.com/MyBrand offers much more.
N. Lee Dotson, CIC, AAI
I also encourage you to consider Trusted Choice and how your agency could benefit from the consumer branding campaign that our membership dues help to fund. See the article on page 20 to learn about digital advertising opportunities through Trusted Choice, which are more affordable and effective than most of us realize.
Jocelyn R. Howard-Sinopoli, CIC, CISR
Wilmington, Del
Michael P. Ertel+ Columbia, MD
John B. Hollister Milford, PA Butler, PA
Douglas A. Loesel, CPCU Erie, PA
Michael F. McGroarty, Sr. Pittsburgh, PA
Crag S. Mader
Gambrills, MD
Finding the time and resources to establish and support a successful agency brand isn’t easy for any of us, but it is vital – and it comes with help, thanks to IA&B. n
Ann Gallen Moll, CIC Reading, PA
Mark J. Monroe
West Chester, PA
Joseph R. Pastor, CPCU, AAI Oil City, PA
Until next time,
Richard M. Rankin, CIC Lancaster, PA
April E. Ressler, CIC Altoona, PA
Scott C. Rogers, CPIA*
Diana M. Hornung Hanby Chairwoman of the Board
York, PA
Glenn R. Strachan
Ft. Washington, MD
Lawrence A. Wilson, CIC, CPIA, CPCU, ARM** New Castle, Del.
J. Marshall Wolff, CIC, CPCU Easton, PA
* Pa. IIABA National Director ** Del. IIABA National Director + Md. PIA National Director
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Ask Our Experts This month’s answer was provided by Don Bankus, our legal affairs manager.
Question: A producer just retired. We’re worried about potential liability should a customer report a claim or attempt to modify coverage via an email to her agency email account – with the claim going unreported, or the coverage going unbound. Are there any practical steps we can take?
Answer:
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hether an employee leaves employment with the agency or is simply away for a short or extended period of time, it’s important to establish and implement standard policies, procedures and workflows to address incoming email issues. From an E&O and customer service perspective, you’re right to be concerned; and yes, there are a couple of practical steps you can consider. OPTION 1 Keep the former employee’s email account open for a specified period of time, during which time a customer (carrier, vendor, etc.) who sends an incoming email should receive an out-of-office reply. The out-of-office reply should include additional information, such as the contact information (name, phone number, email address) of the individual within the agency to whom the customer should direct his or her inquiries. As part of this procedure, if your system has the capacity, emails should be automatically re-routed to the agency employee(s) assigned to handle the former employee’s work. In the alternative, the agency would need to implement procedures whereby the former employee’s email account is proactively monitored.
OPTION 2 Shut down the former employee’s email account completely, after which any customers sending an email to the former employee should receive an undeliverable notice. As with the option above, the undeliverable notice should include additional information, such as the contact information (name, phone number, email address) of the individual within the agency to whom the customer should direct his or her inquiries. Following is a sample template for inclusion with either your out-of-office or undeliverable notice reply: Thank you for emailing [former employee’s name] at [agency name]. [Former employee’s name] has left employment with [agency name]. You are directed to contact [insert name, phone number, email address of new contact person], or you may contact the agency at [insert primary phone number for the agency]. It’s also important to make sure outgoing emails include appropriate disclaimer language notifying recipients that coverage can’t be modified, or a claim submitted, via email, and that any requested changes will not be effective until confirmed by a licensed agent.
In conjunction with these options, it also would be prudent to communicate directly with affected customers via regular mail, advising them (1) that the agent is no longer employed with the agency; (2) as to whom within the agency the customer should contact if they need to discuss anything (to include an applicable phone number and email address); and (3) that emails should no longer be sent to the former employee’s email address. Whatever practice you decide to implement, it’s never advisable to leave customers in a position where they believe someone within the agency has received, and is appropriately handling, their email request.
Have a question? Ask our experts! Rely on our experts to answer your most perplexing questions. Visit the Ask Our Experts section of IABforME.com (find the link in the website footer) to submit your question and review answers to other frequently asked questions. Or email your question to us at IAB@IABforME.com. We look forward to hearing from you.
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PREVENTING ERRORS & OMISSIONS
HOW DO YOU HANDLE REJECTIONS? Utica National E&O Program
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very day, agencies provide prospects and customers with proposals on coverages addressing a multitude of exposures. Some proposals are provided at the anniversary of the customer’s insurance program, while others occur during the policy year, more of a mid-term situation. While it would be nice if the customer bought coverages that were proposed, unfortunately, that is not the norm. Quite possibly, the customer does not see the need for the coverage or the premium could be an issue. Since customers will probably reject certain elements of a proposal, the degree to which the agency has documentation of the rejection is a key element in the event of an uncovered claim.
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GOOD, BUT NOT ENOUGH Most agencies have an expectation for handling the issue of rejected coverages. Yet, this could mean that one producer at your agency handles it one way and another producer at your agency handles it differently. This potential lack of consistency can lead to problems. It is important that the agency staff recognizes that, if there is an uncovered claim, it is possible that the customer will take a strong position that it was his or her understanding a specific coverage was requested, not rejected. It will now be up to the agency producer to provide some element of proof that the coverage was, in fact, rejected.
JUNE 2015
It might not be enough if your proof solely involves the documentation you have in your agency management system detailing the discussion between the agency producer and the client. While it’s better than nothing, the potential inadequacy of this approach is that the documentation in the file is your agency’s recollection of the conversation. The customer may allege that he or she had an entirely different understanding of the conversation. One often-applied approach is for the customer to sign the proposal acknowledging which coverages he or she desired and which coverages he or she rejected. If that is your agency’s
procedure, how confident are you it is being applied consistently? If there is not a notation next to a specific type of coverage (cyber insurance, for example), will the courts construe this “lack of a signature” as an indication that the coverage was requested, not rejected? Moreover, what about those situations where the proposal was not personally delivered and the rejection of coverage was provided verbally? What proof will you be able to provide? While the agency can ask the customer to send them an email detailing the conversation, many agencies have become increasingly frustrated by customers’ delays in honoring these requests. WRITTEN CONFIRMATION The suggested approach for those situations where a customer does not purchase all of the proposed or suggested coverages is to provide that customer with some element of written confirmation of his or her decision. A variety of approaches can be undertaken. A vital element is that the written confirmation should be sent electronically or delivered without delay. Losses have occurred shortly after the binding of coverage and prior to actual policies being delivered, so it is not suggested to wait until policy delivery to review what coverages were bound and which were rejected. The essence of this approach is for the agency to confirm its understanding of the customer’s final decision, essentially requiring the customer to advise if this information was not correct. This will help heighten the agency’s desire for the customer to be accountable for his or her buying decision.
A SOLID DEFENSE Agents will often provide a copy of the proposal (manually or electronically) noting what was purchased and what was not. If the customer “wants to think about it,” the documentation on the proposal should note “no coverage bound at this time.” A common and effective approach is for the agency to send a “thank-you letter” to the customer that includes the necessary detail/decision on each coverage proposed. This serves two purposes: The agency is thanking the customer for the business, and it memorializes the various details. Imagine if an uncovered loss occurred and the customer alleged that he or she thought coverage had been ordered. A detailed written document would provide solid defense for the agency. While the previously mentioned scenarios involved a new business or renewal meeting, the same approach can be used when the customer makes a mid-term request for different limits or additional coverages. When the agency provides the proposal, the proposal should state that “no coverage is bound at this time” or include clear instructions detailing what is needed to put coverage into effect. If and when the customer rejects the proposed coverage, the agency should provide detailed documentation of the discussion, the decision and the date.
A DUTY Since it is not possible to pinpoint exactly which agency file will be the next one to have a loss, it is paramount for the agency to have standards and expectations on how the declination/rejection of coverages will be handled. Ensuring that these standards and expectations are consistently applied is equally important. This is where the auditing of files can bear tremendous benefit. While producers have a responsibility to sell, they also have a duty to ensure that the agency has a solid defense if something happens that results in errors-and-omissions litigation. n
The Utica National E&O Program supplied this article. Our sales center is the exclusive agent for the Utica E&O program in Delaware, Maryland and Pennsylvania. For questions regarding this article or your E&O coverage, contact IA&B at 800-998-9644 or IAB@IABforME.com.
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COVERAGE CORNER
THE “GOING AND COMING” RULE Jerry M. Milton, CIC
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s a general rule, employees commuting to and from work are deemed not to be in the course and scope of their employment, and therefore are not entitled to workers’ compensation benefits. This is known as the “going and coming” rule. However, if an employee is deemed to be a “traveling employee,” as opposed to a stationary employee with a fixed place of work, the scope of employment is much broader, and the employee is entitled to a presumption of coverage while commuting, unless the employee’s actions at the time of injury constituted an abandonment of employment.
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Mr. Holler was employed by TriWire Engineering Solutions as a cable technician, responsible for installing cable and network services at customers’ homes and businesses. He began each day reporting to Tri-Wire’s facility, where he checked in, received his assignments for the day and picked up his equipment. He then spent the rest of the day traveling to and working at various customer locations. Holler was allowed to take a company vehicle home each evening and then use it to return to work in the morning. He was prohibited from using that vehicle for any purpose other than commuting or traveling between customer locations.
JUNE 2015
On the morning of Aug. 13, 2010, on his usual commute to work, Holler was seriously injured when his vehicle ran off the road and struck a utility pole. He was life-flighted to the hospital and was unable to return to work. In Holler v. WCAB (Tri-Wire Engineering Solutions), the Workers’ Compensation Judge and the Appeal Board denied workers’ compensation benefits on the basis of the “going and coming” rule. However, the Pennsylvania Commonwealth Court reversed the Appeal Board’s decision and awarded benefits, noting that Holler was more accurately described as a “traveling employee,” despite the fact that he
briefly reported to Tri-Wire’s office each morning. Therefore, the “going and coming” rule was inapplicable, and Holler’s morning commute to the office was presumed to be part of his work and his resultant injuries were compensable. Mr. Simko was commuting to his employer’s premises for a safety meeting. He was a member of the safety committee and was required on a monthly basis to report to work one and one-half hours before the start of his regular shift. Attendance was mandatory, and Simko was paid for this time. Additionally, “stand-down” meetings were held when serious accidents or fatalities occurred. On the morning of his accident, Simko was headed in to a combination monthly meeting and stand-down meeting. The Workers’ Compensation Judge held that, although Simko was a stationary employee and therefore subject to the “going and coming” rule, an exception exists for “special missions” that further the interests of the employer, and Simko was engaged in such a “special mission.” In Simko v. WCAB (U.S. Steel Corp.), the WCAB and the Pennsylvania Commonwealth Court reversed the decision, holding that meeting attendance is deemed to be part of an employee’s regular work duties and that traveling to and from such meetings is not a “special mission.” Simko did not dispute that the safety meetings were treated as part of his regular duties and pay and that the meetings were held on the same premises where he performed his regular job as a strand operator.
“Going and coming” rule. No workers’ compensation. Right? Well, hold on. At the time of the collision, 12 inches of Ms. Burdette’s car (the rear bumper) was still on the employer’s property. One foot! Therefore the New Jersey Appellate Court determined that Ms. Burdette was entitled to workers’ compensation benefits because the back of her car was still on company property at the time of the accident. Ms. Burdette was not injured in the scope and course of her employment, she had clocked out of work, and she was performing no useful service for her employer. But she still got paid for an injury that had nothing whatsoever to do with her employment. The crux of this case centered on the “Positional Risk Doctrine” which applies a “but for” test. Under this doctrine, the
question is, “But for the employment, would the injury have occurred?” If the answer is “no,” then the claim is compensable. When are you “going and coming”? I’m not sure I know. As usual, the courts will tell us. Y’all take care! n Jerry M. Milton, CIC, teaches and consults on industry issues. The legal profession recognizes him as an expert on insurance coverages. He also serves as our education consultant, working with our CISR, CIC and continuing education programs. Catch him at one of our upcoming seminars: IABforME.com/MyTraining.
Mutual Benefit Group MBG sees the big picture. Let us show you what we can do for you when it comes to personal and commercial lines.
Let’s save the best for last. Carla Burdette was a casino employee in Atlantic City, N.J. After work she was driving her car off of her employer’s property, when she pulled out directly in front of oncoming traffic. There was a collision, and Ms. Burdette was injured.
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STATE NEWS
AGENTS DESCEND ON WASHINGTON, D.C. Nine Delaware agents represented IA&B on Capitol Hill for this year’s Big “I” National Legislative Conference. The annual event draws over 1,000 agents from across the nation. Our attendees met with U.S. Rep. John Carney and U.S. Sen. Tom Carper, as well as staff from the office of U.S. Sen. Chris Coons, to discuss issues impacting their agencies and customers and the insurance industry at large, including: • Insurance regulation
BUILDING CODES REPORT PROMPTS ORDINANCE OR LAW DISCUSSION Delaware ranks last (scoring 17 on a scale of 100) among hurricane-prone states for the strength of its residential code systems in a new Insurance Institute for Business & Home Safety report. The report looked at 47 items relative to building codes and enforcement and asserts that maintaining modern building codes makes a significant difference in reducing severity and frequency of losses in high-wind events. Talk of building codes also prompts discussion of homeowners’ Ordinance or Law exposure. As a reminder, Increased Cost of Compliance due to Ordinance or Law is typically a built-in coverage in homeowners’ (and commercial property) policies. However, the standard coverage amount can be insufficient if it doesn’t take into account where and when the building was constructed and whether a building code was in force at the time of construction. Even if a statewide building code was not adopted, local counties or municipalities may have adopted their own requirements. Our online resources on Ordinance or Law exposure explain how coverage works and what it means for producers and even includes a sample letter to send to customers. Our Branding Center also includes a consumer education flyer dedicated to answer frequently asked questions about Ordinance or Law coverage. IABforME.com/ordinance-law IABforME.com/consumer-education
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JUNE 2015
• Provisions in the Affordable Care Act and potential changes to the law • Caps and cuts to crop insurance • Flood insurance reform The evening before their day on the Hill, IA&B members enjoyed a private reception – thanks to the generous sponsorship of Travelers and Premium Finance Brokerage, LLC – that allowed our members to talk shop with two Congressmen in a more intimate and casual venue. We send our sincere thanks to those who attended and encourage other interested member agents to watch Agent Headlines in the months ahead for their chance to join us at the 2016 event.
SURPLUS LINES TAX INCREASE TRIGGERS FORM UPDATE
TRACK STATE TRENDS IN INDEPENDENT AGENTS’ MARKET SHARE
Last year’s mid-year surplus lines premium tax rate increase is impacting this year’s tax reporting form. The Delaware Department of Insurance (DOI) in mid-April released Surplus Lines Bulletin No. 17 announcing that an updated SL-1925-Q report from – which allows separate reporting based on either 2 or 3 percent tax rate – is available on the DOI website and in the OPTins system.
Learn how independent agents stack up to their competition. Our customary summary of the latest Big “I” market share report is available. The document provides an in-depth comparison of various distribution channels and various lines of insurance and Delaware-specific market share data for 2013.
As a reminder, the state’s tax rose from 2 to 3 percent on premium for surplus lines policies as of July 30, 2014. The change stemmed from last session’s House Bill 213. Surplus lines brokers are required to use the updated form for upcoming quarterly tax reports. However, those who already submitted a premium tax report using the originally posted form to report only premium charged after July 30, 2014 are not required to re-file using the updated form. delawareinsurance.gov
IABforME.com/market_share_report
ANNUAL CONVENTION ON THE HORIZON Our 58th Annual Convention is just days away – set for June 3-4 in Ocean City, Md. The fun begins on Wednesday with our golf tournament at The Links at Lighthouse Sand and then transitions to the Sponsor Welcome Reception at the Clarion Resort Conference Center. Day two will focus on education, with an executive management session, four CE classes and an awards luncheon. Watch Agent Headlines e-newsletter and next month’s Primary Agent magazine for highlights.
UNFAIR CLAIMS PRACTICES In Delaware, proper claims practices are governed by Title 18 – Unfair Practices in the Insurance Business. If your customer feels that his or her claim isn’t handled properly, consider these steps: 1. Consult the law (see links to applicable law and regulations from our online resource). 2. If the allegation seems legitimate or the customer is too irate to listen to reason, point the customer to the Department of Insurance to file a complaint. You can highlight that the regulator will serve as a neutral party to determine if the claim was handled properly. 3. Remember that the complaint must come from the customer. 4. Also remember that agency contracts often limit your involvement in the claims process. Our online resource on unfair claims practices offers more details, including links to applicable law and regulations. IABforME.com/ unfair-claims-practices
IABforME.com/DEconvention
WELCOME NEW MEMBERS RAIDE INC. Wilmington, DE
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PLATINUM PROFILE
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ccording to ACUITY’s President and CEO Ben Salzmann, there’s a reason the company has experienced strong sales growth in Pennsylvania since opening its doors for business in the Keystone State in 2010. “Independent agents know that they can rely on ACUITY as the ‘go to’ company for the type of business we like to write,” says Salzmann. “We provide agents the products, technology, and services that help them write business with us.” ACUITY’s product portfolio is expansive: a wide array of monoline, package, and portfolio policies, as well as many important and unique coverage enhancement endorsements designed for Pennsylvania accounts. In personal lines, ACUITY provides true tiered rating programs in both auto and homeowners. In commercial lines, ACUITY offers monoline and commercial package policies and businessowners’ (BOP) forms as well as endorsements designed for target classes of business, such as contractors, truckers, mercantile, and manufacturing accounts. In delivering technology solutions agents can use, no company can claim a stronger commitment than ACUITY, which has earned more awards from ACORD than any other P&C carrier in the nation. ACUITY’s ease-of-business solutions for agents include real-time, online policy quotation and application and automatic issuance and delivery of policies to agents within seconds in both personal and commercial lines. ACUITY also has a lead generation program for independent agents in personal auto, whereby consumers can obtain quotes for coverage online with ACUITY and are then referred to local Pennsylvania agents for follow-up. ACUITY’s value-added services for agents include a wide array of educational offerings through ACUITY U. Offered free to independent agents, ACUITY U has provided agents with over 100,000 continuing education (CE) credits through both in-office and online
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courses. ACUITY’s online courses include Work Comp – The Next Frontier, Ben’s Industry Update, and Wally’s Word, with new courses being regularly introduced. A strong commitment to independent agents has driven ACUITY’s growth in the state. The mutual insurer finished 2014 with a sales increase of greater than 25 percent in Pennsylvania, wrapping up the year with $33.7 million in written premium. Through April 2015, ACUITY is growing in excess of 31 percent in the state. Importantly, this has been profitable growth, with the company running a combined ratio of just 94.9 in 2014. Additionally, ACUITY knows the bottom line is vitally important to agents. “We pay more in contingent commissions as a percentage of written premium than our peers,” said Wally Waldhart, Vice President Sales & Communications. With strong growth and profitability, ACUITY offers independent agents remarkable financial stability. A fiercely independent company firmly committed to remaining mutual, ACUITY is also remarkably well-run: the company is rated A+ by both A.M. Best and Standard & Poor’s and has been named to the Ward’s 50 Top Performers for 15 consecutive years.
Insurance Agents & Brokers proudly recognizes ACUITY as one of its Platinum Partners. IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.
FOCUSED ON RESULTS FEATURED PARTNER
ACUITY PRESIDENT & CHIEF EXECUTIVE OFFICER
ACUITY also offers independent agents stability in staffing. Ranked the number 3 large company to work for in America, ACUITY maintains a remarkable voluntary turnover of less than 2 percent.
Ben Salzmann
As a result of its comprehensive and well-rounded strategy, ACUITY, which generates over $1 billion in revenue and manages over $3 billion in assets, provides consistency and security in an industry marked by wide market swings and financial uncertainty.
“A+” (Superior)
“We are a healthy, strong, and truly regional mutual carrier,” Waldhart says. “We are thankful to Pennsylvania agents for the trust they have placed in us, and we are confident in our future thanks to our strong agency partnerships.” n
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COMPANY LOCATION
Sheboygan, Wis. A.M. BEST RATING
PARTNERS PROGRAM
Listed below are those companies that strongly support the independent agency system and Insurance Agents & Brokers. Thank you for your continued sponsorship.
WHAT IS IA&B PARTNERS? The IA&B Partners program gives company and allied businesses the opportunity to demonstrate their commitment of support to independent agents and receive maximum market exposure. As an IA&B Partner, you will also realize the benefits of IA&B membership to help you succeed in the insurance industry.
PLATINUM LEVEL
BRONZE LEVEL
ACUITY
Aegis Security Insurance Co
Berkley Mid-Atlantic Group
Agency Insurance Company
Donegal Insurance Group
AmWINS Program Underwriters Inc
Erie Insurance Group
ARI Insurance Companies
Harleysville Insurance HM Insurance Group Insurance Agents & Brokers Service Group Inc
To become an IA&B Partner, choose the sponsorship package that matches your commitment of support. Contact the Member Sales Center at 800-998-9644, 717-795-9100 or visit us online at IABforME.com to get started.
Bailey Special Risks Inc Brethren Mutual Insurance Company
Liberty Mutual Insurance
Briar Creek Mutual Insurance Company
MMG Insurance Company
Conemaugh Valley Mutual Insurance Co
Millers Mutual Group
Countryway Insurance Company
Millville Mutual Insurance Co
Encompass Insurance
Mutual Benefit Group
Foremost Insurance Group
Penn National Insurance
GMI Insurance
Swiss Re
Goodville Mutual Casualty Company
The Main Street America Group
Guard Insurance Group
United Fire Group
DO YOU SEE YOUR NAME?
Auto-Owners Insurance Company
Utica National Insurance Group
Insurance Alliance of Central PA Inc Insurance House Insurance Placement Facility of PA
GOLD LEVEL
Keystone Insurers Group Inc
Progressive
Lackawanna Insurance Group
Westfield Insurance
Lebanon Valley Insurance Company Merchants Insurance Group
SILVER LEVEL
Mercury Casualty
Access Insurance Company
PennPRIME Municipal Insurance
American Mining Insurance Co
Reamstown Mutual Insurance Company
Cumberland Insurance Group
Rockwood Casualty Insurance
Farmers Mutual Insurance Company of Western Pennsylvania
State Auto Mutual Insurance Company
Frederick Mutual Insurance Co
TAPCO Underwriters Inc
Juniata Mutual Insurance Co
The Motorists Insurance Group
MAPFRE Insurance
The Mutual Service Office Inc
PSBA Insurance Trust
Travelers
Selective
Tuscarora Wayne Group of Companies
The Philadelphia Contributionship
Zenith Insurance
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JUNE 2015
BUILDING A BRAND by Kerri Konik
“Once I’m up and running, I’ll invest in building a brand.” Does this sound like you? It’s a common mindset among small business owners who focus on marketing and selling, converting leads into customers. We set up a business but fail to see a business as both a business and a brand. Defining a brand, what? Hey, I’m good. I have a name, a logo and a website. Let’s sell.
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s owners, we wear many hats throughout the day and night. Strapped for cash and time, many small business owners go the DIY route: assembling a mishmash of images and graphics, whipping up a website and some messaging, and combining disparate images in order to start selling. The focus is on getting it done and getting started on sales. After all, that is where the revenue is generated, right? THE PITFALLS TO THIS APPROACH Foregoing branding means your messages may be getting through loud and clear, but produce undesired results and create long-term problems. While not immediately apparent, the impact from this approach will rear its ugly head all too quickly and painfully in various ways: • You’re getting more questions than sales • Audiences are not clear on what you’re all about • Potential customers buy from your competition
Foregoing branding means your messages may be getting through loud and clear, but produce undesired results and create long-term problems.
Customers today are very sophisticated, and they innately expect a lot from a brand before they decide to align with them and “vote” with their dollars. They demand to know who you are and where you fit in the world, and they’re impatient. If your brand information isn’t readily shared with them, they will decide on their own what to think of you.
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JUNE 2015
Customers today are very sophisticated, and they innately expect a lot from a brand before they decide to align with them and “vote” with their dollars.
BRANDING CENTER IT’S TIME we brand together … and increase the presence of independent insurance agents.
Big brands with big budgets have conditioned customers to expect to understand a brand and to feel a strong connection with the products, services and the companies before they decide to buy from them. There is a decision point at which customers select which brands to become a part of. Customers form a connection and a relationship with their brands, and if they are happy in the relationship, brand loyalty is born. In order for small businesses to compete, we must create and cultivate emotional connections with our audiences though our messaging, marketing and engagement. To succeed, we must elicit the desired perceptions and be able to evoke the desired emotions and feelings about our brand to convert prospects into customers – loyal customers.
Join us as we encourage independent agents throughout Pennsylvania and Delaware to brand together – to build their unique individual agency brand while leveraging the benefits of the national Trusted Choice brand. If you missed the seven-week introduction to our Branding Center resources in Agent Headlines e-newsletter, it’s easy to catch up. Visit IABforME. com/MyBrand and view a video introduction to each of the seven components – branding basics, branding style guide, web presence, consumer education, social media, ad toolkit and community involvement. Let’s brand together. IABforME.com/MyBrand
AUDIENCES MAKE MEANING OF EVERYTHING When we market, we are communicating. When we communicate both intentional and unintentional messages, our audiences are in turn generating emotional responses and automatically developing perceptions. Our brains are designed to do this. These meaning-making events are experiences with our brand. These brand experiences happen right from the start with our target audiences, our competitors and in our industry landscape. Branding later is not an option.
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Without clarity and a focus for messaging, small business owners use images, language and content that are not on strategy. Sending inconsistent, mixed messages with the wrong signals generates unintended perceptions among prospects, wreaking havoc on our businesses. FLIP HOW YOU SEE BRANDS, AND BRANDING Usually as business owners, the way we think about brands is upside down. When we define our brand as our branding – the logo, colors and images – we are really talking about our design and implementation. In this definition, branding’s role is a support to marketing, not a business driver. Small business branding is not a luxury, it is a necessity. Investing time to ensure clarity and development of a professional business brand is essential. A brand is the critical business driver to all communications, and it’s what impacts every aspect of the business. Try this on: Flip the concept of strategic branding being a part of delivering the marketing and sales strategies, to being a top-line business communications strategy – one that is defined by the business model. This flip unleashes the brand to be an appreciating asset that you should protect, nurture and help evolve. This is why you hear big brands speak of their brand as their most precious asset. It is the same for the small business owner. Brand strategy aligns with business strategy, and when clearly defined, it easily informs all internal and external communication strategies. It develops and cultivates meaningful relationships – internally, with leadership, teams and talent partners, and externally, with prospects, customers, the industry, influencers, investors and the media. THE PAYOFF Your brand is the most valuable asset in your business, yet it is an invisible asset. When branding is delivered right, the benefits and ROI are visible, measurable and immediate. When you communicate what your brand stands for, you resonate with your audience. They feel inspired by you, your products and services, and as a result, they connect, engage and willingly choose to become your customers who are proud to be part of your brand. You are trusted, and your industry sees you as an authority. Your brand is one of the governing pillars of your business, and when constructed well, will support your customer relationships, company growth and expansion over time.
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JUNE 2015
THE EXCITING NEWS Even companies with the smallest budgets can define their brand, design a brand look and feel, and develop key messaging. This lets them resonate with and inspire their perfect customers and successfully deliver experiences that cultivate connection and community, close big business, foster relationships and create loyal customers. Now that’s branding.
By adding in one critical step to the process, you’ll be on your way to a knockout brand and branding strategy. By inserting the clarity component to the front of that train, you will transform your business and your brand, not to mention your profits.
Define the solutions you provide to match the problems your customers have – not the specific features and benefits of your awesome product, but the transformation you enable for your customers, from A to B.
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DEFINE Every small business owner must prioritize the investment in branding as part of business ownership. As a business grows and matures, brand evolution is part of the business plan.
DESIGN Armed with your clarity, you’ll find that designing the brand and messaging is fun and easy. Keep it simple, as less is more. Planning the build is only an investment of time and focus.
A LITTLE CLARITY GOES A LONG WAY Anyone can get clear on definition and articulation of their business. Then, creating on-target branding is a cakewalk. Engaging customers and providing extraordinary customer experiences is fun, rewarding and profitable.
Here are a few simple ways the small business owner can DIY the design phase: • Create an image collage for the “who.” If there is more than one, do one for each. • Create a visual collage of the big iconic brands you resonate with.
5 BRAND CLARITY KEYS YOU MUST DEFINE: • Define the business model. Keep this simple. Describe how you envision the customers, the offerings, the size, revenue goals and the team in one, three, five and 10 years and beyond.
• Collect samples of words and articles of the written tone that is your brand. Cut out magazine articles and ads from the big brands that market and message to your perfect customers. They have done the research and know what performs.
• Define the solutions you provide to match the problems your customers have – not the specific features and benefits of your awesome product, but the transformation you enable for your customers, from A to B. • Define who your perfect customers and target audiences are. Define who they are, what drives them, what transformation are they seeking, where they shop, their values, their personality and their preferences and attitudes. • Define the why for your organization. The reason you exist, the problem you want to solve, what you wish to bring to the world and why it matters.
• Select colors and images that communicate correctly, and generate the responses you desire in your audiences. • Consider all channels in your design process – online platforms, traditional media, all communications and all interactions with the world, such as phone, fulfillment, speaking, teaching, podcasts and videos. The biggest challenge is to stand for something and to be brave enough to state it boldly. We tend to be cautious in our claims. However, you must stake your claim, and declare your value. Then demonstrate it.
• Define the emotional solution you deliver to your customers and the emotional result they experience from being part of your brand.
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JUNE 2015
DEVELOP With your design plan, you now can develop your assets. What’s brilliant is you can develop it right the first time. Build the assets, platform and tools with an investment that is right-sized for your stage. Even the smallest budgets can develop on-brand messaging. Just be sure to remember these key points: • Free tools and resources are great; it’s how you use them that matters. • Less is more. Invest in the primary assets, and add as you go. • Level up your communication assets as you level up your business. DELIVER Branding is not about you; it’s about a relationship with you. It’s about hosting interactions with you that are valuable. Shift from selling to engaging with your audiences. Adopt the mantra it’s not a transaction, it’s an interaction. This doesn’t cost anything. • Smile. Even when you’re only on the phone, or in a webinar. • Be interested. Care about customers, their goals and their journey. • Respect them and treat them well. • Think about how you can surprise them. How you engage with your audience is your brand. The way you interact and how you make them feel is your brand. Your brand lives in the hearts of your customers.
Looking for Markets? We Are Your Solution
Deliver extraordinary experiences. Wow them, care about them, and they will love you back. n Printed with permission from Infusionsoft.com/blog.
Kerri Konik is a seasoned senior branding executive who has committed her expertise to bringing big agency strategies to small business owners so their brands can resonate, compete and prevail. Kerri is the CEO of Brandscape Atelier, a women-owned boutique agency specializing in strategic branding for small business. They develop brand identity, messaging and marketing that creates emotional connection, increases sales, drives growth and profits and results in sustainability and enabling a greater impact in the world.
Atlas General is a National Full Service Program Manager offering a wide range of insurance solutions. We are committed to providing exceptional service and unique options to our clients. Products Include: • • • • • • • •
Builders’ Risk Commercial General Liability Commercial Package Policies Contractors’ General Liability Difference in Conditions (DIC) Inland Marine Workers’ Compensation & More…
For marketing information, please call 855-309-3310 visit atlas.us.com
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JUNE 2015
EXPANDING YOUR
ADVERTISING HORIZONS HOW TO BENEFIT FROM DIG ITAL ADVE RTISI NG We’ve set the stage. Come this fall, it’s your turn to continue the Trusted Choice Freedom Campaign and reap the rewards of reaching online insurance shoppers.
I
f we’ve heard it once, we’ve heard it a thousand times: The insurance-buying public (consisting of personal and, increasingly, commercial lines consumers) is flocking to the Internet to research insurance and find quotes. The game has changed, and independent agents must adapt so they’re not shut out. TrustedChoice.com and the supporting Freedom Campaign were developed to help independent agents stay in the game. Trusted Choice – through its partnered integrated marketing agency, MARC USA – offers independent agents the opportunity to buy into online display (see sidebar: “defining display banners”) and social media advertising campaigns in three-month ad flights. IA&B invested $225,000 on your behalf
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for the flight that began on May 1. Through July 31 we expect to deliver at least 55 million impressions (watch for status reports in Agent Headlines) of Freedom Campaign advertisements that link Delaware and Pennsylvania consumers to TrustedChoice.com to find their local independent agent. We’re encouraging member agents to piggyback on our ad buy by making one of their own in the fall, during the September through November ad flight. WHAT’S IN IT FOR YOU Buying into an online ad flight in the fall allows you to leverage the Trusted Choice brand recognition generated during our ad buy, yet to personalize the Freedom Campaign ads to your agency. A customized ad includes your or your agency’s name and contact information and a link to the Web page of your choice (be it on your agency’s website or a unique TrustedChoice.com page dedicated to your agency). The team at Trusted Choice – through their media-buying partners at MARC USA – will “geo-target” your preferred audience, based on the three to five ZIP code area of your choosing. The target audience is then narrowed down to those in specific life stages: buying a car, getting married, having a baby or starting a business. Trusted Choice (again, via MARC USA) then manages, monitors and tracks the ad campaign and provides you with monthly reports on performance – performance which is tracked by the number of times your ads were displayed and clicked.
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JUNE 2015
DEFINING DISPLAY BANNERS DISPLAY ADS are banner ads that are shown adjacent to content on eligible Web pages across the Internet. Compared to other media types, display advertising offers unique advantages in targeting, measurement and cost efficiencies. Based on targeting – which can be done by age, gender, location, time of day, Web behavior, user interests and content – display ads can run across hundreds of websites. To reach independent agents’ ideal audience, the Trusted Choice Freedom Campaign ads may be seen on websites such as WeatherChannel. com, Forbes.com, USAToday.com and Zillow.com.
IS YOUR INSURANCE AGENT STUCK TO ONE PROVIDER?
INDEPENDENT AGENTS HAVE FREEDOM OF CHOICE. Trusted Choice® Independent Agents have the flexibility to competitively shop multiple reputable providers on your behalf, allowing them to put together a plan that suits both your needs and your budget. The only one they’re stuck to is you.
Find your independent agent. Find a better deal at trustedchoice.com
Free to do what’s right for you.
SM
LET’S BRAND TOGETHER! LET’S TALK ABOUT Ads like this are customizable (at noWHAT cost) for your agency and ready to run in yourOF local media. FREEDOM CHOICE CAN DO FOR YOU. The “Freedom” campaign is a multi-media ad campaign with humorous depictions of “captive” agents and a message of why Trusted Choice Independent Agents are “free” to do what’s right for customers. IA&B is running online ads statewide through July and you can leverage the campaign in your own market.
Jane Sullivan
800-123-4567
•
websiteaddress.com
See how to use various components of the campaign for your agency at IABforMe.com/MyBrand.
HOW YOUR DIGITAL AD BUY CAN WORK Trusted Choice, along with the advertising gurus at MARC USA, did the research and determined that the best bang for independent agencies’ buck is digital advertising – display banners and social media ads. The price point per impression is low, the ability to track success is high, and the ability to target specific consumers is, admittedly, frighteningly good.
The progression of an animated Freedom Campaign online display advertisement, personalized to an independent agent named Stephanie.
REFRESHER ON THE FREEDOM CAMPAIGN THE TRUSTED CHOICE Freedom Campaign is a countrywide effort – spurred by our national affiliate, the Independent Insurance Agents & Brokers of America (commonly known as the Big “I”) – that aims to redirect market share from captive agents and drive consumers to their local independent agent.
To sweeten the pot, the Trusted Choice Marketing Reimbursement Program this year is geared to make digital advertising even more appealing. Up to $750 is available for advertising locally online through one of the following options:
Display banner advertising Spend $2,250 ($3,000 minus your $750 marketingreimbursement subsidy) to receive at least 500,000 Internet ad displays and at least 250 ad clicks. Spend $1,125 ($2,000 minus your $375 marketing-reimbursement subsidy) for a minimum of 250,000 Internet ad displays and a minimum of 125 ad clicks.
Social media advertising Spend $2,250 ($3,000 minus your $750 marketing reimbursement subsidy) to receive at least 1 million social media ad displays and at least 500 ad clicks. Spend $1,125 ($2,000 minus your $375 marketing-reimbursement subsidy) for a minimum of 500,000 social media ad displays and a minimum of 250 ad clicks.
The Freedom Campaign targets independent agents’ ideal consumers: consumers in need of multiple polices and in the insurance market due to a life-stage trigger (marriage, birth of a child, new home purchase), a group which skews toward higher age, income and education. The consumer objective of the campaign is to motivate in-market insurance customers to investigate Trusted Choice agents by disrupting their confidence in their current solution. Beyond digital (online display and social media) advertisements, the Freedom Campaign marketing collateral includes print, radio, TV and outdoor ads; direct mail pieces; postcards; and even letterhead. All materials are customizable to include an agent’s or agency’s contact information. www.Freedom.IIABA.net
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JUNE 2015
SP E C I AL I Z E D C O V E R AG E F O R
WHY TIME IS OF THE ESSENCE Your next opportunity to run customized Trusted Choice display or social media advertising is during the ad flight that runs September through November. The deadline to sign up is Saturday, Aug. 1. Visit www.Freedom.IIABA.net and log into the Trusted Choice Groupsite for agents. From there, you can contact Trusted Choice to set up your ad buy and download application materials for the Trusted Choice Marketing Reimbursement Program. Now is the time for independent agents to consider the benefits of incorporating a digital ad buy into their marketing and advertising strategy. Insurance shoppers are online; it’s time for independent agents to join them. n
From
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JUNE 2015
NO MORE
PAPER POLICIES Electronic policy and other attachments via Activity Notifications by Mele Fuller
T
here’s been movement to eliminate the agent copy of personal lines policies. Most agencies do not receive a physical “agent’s” copy of a policy anymore. They receive ACORD standard policy download to maintain current personal lines data in their management systems (although many carriers provide access to the full policy on their agency portals). With personal lines being almost exclusively direct bill, the carrier sends a printed copy of the policy to the policyholder. But commercial lines is still working to catch up. Carriers still print, collate, and mail paper policies to the agency – both the agent’s and the insured’s copies. The upshot is the agency then mails the insured’s copy to them. Agencies on the whole want to eliminate their dependency on paper copies of policies, but they may feel a need for a copy in order to service their customers. At the same time, many of their customers are interested in receiving electronic copies rather than paper.
A carrier can use ACORD XML standard Activity Notification messages to electronically send a full copy of a policy to an agency. These notification messages are very simple in format and can include a PDF attachment of the policy when needed – which the agency can then store in their agency management system. For the carrier, this eliminates the cost of the printing infrastructure and postage – which can be very high on commercial policies. As an added benefit, the Activity Notification process works to eliminate paper storage in the agency. ACORD notification messages are used today by a number of companies to send copies of policies to their agents. The messages are currently sent via the IVANS network, just as policy download is sent. The policies are sent separately and do not replace the policy download. Shares Susan LaBarre with Liberty Mutual: More and more of our agents are receiving their policy copies (agent, insured, or both copies) through daily ACORD Activity Notifications. They love the fact that they no longer have
to scan, index, and shred paper copies in their offices. The documents are automatically delivered to their agency management system daily. Even those agencies not receiving commercial lines download are excited about Activity Notifications because there is no chance of the transaction overwriting any data in their system, and they receive them much faster than through USPS. These Activity Notification messages are an ACORD XML standard developed to provide secure communications between carrier and agency. While historically carriers and agents have shared documents via email attachments, email is not as secure as the use of ACORD notification messages. It is becoming increasingly obvious that focus must be put on securing data as it travels over the Internet. Activity Notifications can also be used for more than policy attachments. Typically today, carriers send pending cancellation notices (e.g., late payment notices), renewal lists, and policy
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activity. Additionally, they can send download. They then make the updates claim updates if they are not using to those policies in their management claims download or also to supplement system without having to log into a their existing claims download. This carrier’s system and see what changes information is often available on a were made. For example, in renewal carrier’s website, but an agency must situations, it can reduce the changes of interrupt daily work flows to log in to policies ending up in an expiration list their individual carriers to see this data – because they receive the renewal policy and then manually key the information when carriers generate the renewal. The into their management system. Using agent then goes into their system and ACORD notification messages, the renews the policy with any necessary agency management systems can process updates. This is a big time-saver, and this data automatically in to desktop can also reduce E&O. activities. Caleen Alexanderson of There are many benefits for carriers and Agencyport elaborates: agencies in using the ACORD XML Activity Notifications messages are Activity Notification messages: cost also a great way to send agent policy 7.5X4.625 savings, efficiency, security, and timeliness updates for lines of business they General JGS Umbrella Program ad of information. If you are not using don’t receive in their carriers’ policy
ACORD Notification messages, talk to ACORD (standards@ACORD.org) about how to get started. n This article reflects the views of the author and should not be construed as an official statement by ACT.
Mele Fuller, AAI, AIM, ACE, AIS, AIT, ARA, ARM, FIDM, FLMI, provided this article on behalf of the Agents Council for Technology (ACT). Fuller is the managing owner of MLF Data Services LLC, which provides ACORD data standards implementation and development consulting.
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JUNE 2015
CLASSIFIED
My Events
June & July 2015 DATE TOPIC
LOCATION
JUNE 2-3
James K. Ruble Graduate Seminar
Annapolis, Md.
2-4
P&C Licensing Study Course
Allentown, Pa.
3
Flood Insurance Reviewed and Updated-2015
Philadelphia, Pa.
3-4
DAIAB Convention
Ocean City, Md.
9-11
L&H Licensing Study Course
Mechanicsburg, Pa.
10
CISR Personal Lines Miscellaneous
Altoona, Pa.
10
William T. Hold—Writing Commercial Accounts
Lancaster, Pa.
11
CISR Personal Residential
Hagerstown, Md.
15-18
CIC Agency Management Institute
Erie, Pa.
15-18
CIC Personal Lines Institute
Lancaster, Pa.
16
CISR Personal Residential
Philadelphia, Pa.
18
CISR Personal Residential
Pittsburgh, Pa.
23
CPIA: Position for Success*
Mechanicsburg, Pa.
24
CPIA: Implement for Success*
Mechanicsburg, Pa.
24
Power Hour Webinar—Insuring Home-based Businesses
25
CPIA: Sustain Success*
Mechanicsburg, Pa.
*Attend all 3 CPIA seminars to earn the CPIA designation.
A DV E R TI S E M E N TS SOUTHEAST PA PRODUCERS & AGENCIES Professional agency since 1926 located in Feasterville, Bucks County, Pa. Call for confidential information and a review of our services. Contact Ray Reinard at 215-357-8600, Ext. 119.
SALES AGENT/PRODUCER Community Insurance, a thriving independent insurance agency in Lancaster, Pa. is seeking a motivated sales agent. Ideal for a newly licensed agent looking to take that next step or a seasoned producer seeking the most competitive markets in the industry. Bring your P&C and/or Life & Health talents to a proven industry leader. Forward resume and cover letter to: Tom@CommunitySure.com
JULY 7
CISR Elements of Risk Management
Baltimore, Md.
7-9
P&C Licensing Study Course
Philadelphia, Pa.
8
CISR Personal Auto
Philadelphia, Pa.
8
CISR Agency Operations
Reading, Pa.
8
E&O Risk Management
Dover, Del.
9
CISR Agency Operations
Mechanicsburg, Pa.
9
CISR Agency Operations
Wilkes-Barre, Pa.
14
William T. Hold—Writing Commercial Accounts
Mechanicsburg, Pa.
14
Time Element Seminar
Baltimore, Md.
15
William T. Hold—Writing Commercial Accounts
Frederick, Md.
15
E&O Risk Management
Erie, Pa.
15
Time Element Seminar
Philadelphia, Pa.
16
CISR Commercial Property
Pittsburgh, Pa.
16-17
James K. Ruble Graduate Seminar
Allentown, Pa.
21
CISR Commercial Casualty I
Lancaster, Pa.
21-23
P&C Licensing Study Course
Mechanicsburg, Pa.
22
William T. Hold—Writing Commercial Accounts
Salisbury, Md.
23
Flood Insurance Reviewed and Updated
Pittsburgh, Pa.
28
Time Element Seminar
Dover, Del.
29
Time Element Seminar
Mechanicsburg, Pa.
If you would like to place a classified advertisement, please contact Laura Gaenzle at Laura.gaenzle@theygsgroup. com or (717) 430-2351.
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