THANKS FOR AN OUTSTANDING CONFERENCE!
We couldn’t have held this impactful conference without the countless hours of help from our board members, committee volunteers, sponsors, exhibitors, speakers, attendees, Showcase entrants, Showcase judges, SAMMY Award voters, Showcase display participants…the list is practically endless! THANK YOU! See a video of conference highlights.
Would you be interested in becoming more involved with IMCA as a volunteer? Please contact Gloria Grove, IMCA Executive Director, at email@example.com to get involved.
Our 2016 Annual Conference speaker presentations are now available via the IMCA website for you to view and download. As the presentations are only accessible to IMCA members, we have granted temporary memberships to all non-members through Sept. 1, 2016.
To download the presentations:
- Log in to the IMCA website (button in the upper right corner) at imcanet.com
- Scroll down to the very bottom of the page, and look for the “For Members” section
- Click on “Member Downloads”
All of the photos from our Tuesday afternoon sessions, as well as the Showcase Awards Gala, are now available on our DropEvent site.
Have images you'd like to share? You can still upload to our DropEvent.com site.
1. Go to dropevent.com
2. Click “Upload photos” then enter your email address and click “choose photos” to start uploading
3. You will receive a success message after your photos upload
4.You can also email photos to IMCA2016@dropevent.com
For photo credits of the Tuesday breakout sessions and gala, please use J. Thomas Photography.
The caliber of entries this year was stellar and we are already looking forward to the creativity and skills that will be entered in next year’s competition.
Would you like to be a Showcase Award judge next year? Please contact Rachel Woodford, IMCA Communications Director, at firstname.lastname@example.org for more information.
2016 SAMMY Award Winner
Congratulations to California Earthquake Authority, for winning the 2016 SAMMY Award for their entry, "Wango Tango Initiative."
2016 Innovation Torchbearer Winner
Congratulations to the Insurance Institute for Business & Home Safety (IBHS) for being award the 2016 Innovation Torchbearer Award.
The Standard - IMCA Honors Hanover Insurance Group
Globe News Wire - GWG Wins Best of Show in Insurance Marketing
Insurance Journal - California Earthquake Authority Wins Top Marketing Award
Insurance Business America - USI Bags Two Awards
Insurance Journal - 2016 Innovation Torchbearer Winner
A series of video interviews produced by A.M. BestTV:
- IMCA member Barb Barker, director of advertising and community relations, Grinnell Mutual – “Tech Investing Yields Short- and Long-Term Benefits”
- IMCA board chair Mark Friedlander, head of corporate communications, The Main Street America Group – “Virtual Realty Moving to the Mainstream”
- IMCA board treasurer Emily Hathcoat, VP/head of marketing, CNA – “Insurers Should Use Social Media for Specific Purposes”
- IMCA executive committee member Rich Look, president, Vertibrands – “Content Needs Differ for Producers and Insureds”
- IMCA Annual Conference general session presenter Bob Rusbuldt, president and CEO of the Independent Insurance Agents & Brokers of America – “Agencies to Continue Growth Rebound”
- IMCA member and Annual Conference breakout session presenter Peter van Aartrijk, president, Chromium – “Branding and Culture Starts from Inside”
Diana Upton-Hill – Showcase Gala Performer
if you didn’t win one of Diana’s CDs at the gala, never fear! You can purchase Diana's CDs via her website.
On Time Game - $50 cash - Wahlstrom
Regatta Booth Game
- Michael Kors Designer Bag –Siteimprove
- Kindle Tablet –A.M. Best
- Bluetooth Speaker –LifeLock
- Apple iWatch –Hult Marketing
- Wireless Keyboard –IMCA
Keep the Conversation Going
Please continue to follow us on Twitter, Facebook and LinkedIn for any additional conference follow-up, or check out the conference page of our website for the latest buzz.
Save the Date
Mark your calendars now for the 2017 IMCA Annual Conference & Showcase Gala, which will take place June 25 – June 27 at the fabulous Scottsdale Resort McCormick Ranch in Scottsdale, Ariz.! Stay tuned for more details in the coming months. See a video!
Leilani Brown, Starr Companies
Marketing as a Strategic Partner To Grow Your Business
Often, B2B marketers exist in an “us vs. them” world, one in which business partners have an outdated or false understanding of the value of marketing. This can result in a reduced appetite for marketing strategy, campaigns or spending. In addition it can be challenging for marketers to gain a seat at the proverbial leadership table. Through sharing candid anecdotes about her experiences, hear how one Chief Marketing Officer has bridged the gap between marketing and the rest of the organization to support a growing global brand.
Kelly McDonald, McDonald Marketing
Crafting the Customer Experience for People Not Like You: How to Delight & Engage the Customers Your Competitors Don’t Understand
Deliver a better business experience, for every kind of customer.
This session will show how companies, brands and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service.
A “one-size fits all” approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers’ racial, ethnic, religious, generational, lifestyle and geographic differences in order to meet or exceed customers’ service expectations.
Core customer groups will be covered, including women, the five generations (Matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics, Asians and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes. Includes consumer insights that will help you deliver a better business experience for every customer.
You cannot control the economy, the stock market or the costs of good and labor. But you can control your organization’s customer experience. It’s an empowering thought. Customer service is 100% in your control at all times and it’s more important than ever in today’s competitive business environment.
Sarah Hill, StoryUP
Virtual Reality: Step Inside the Story
Virtual Reality is experiencing a renaissance as a new video medium and it’s not just for gamers. Marketers are leveraging the power of VR video to allow people to step inside the story. Using 360 degree video combined with devices like Google Cardboard and Samsung Gear VR, you can place someone inside the story and let them look all the way around the video. Marketers can then use these immersive videos at trade shows, on social media or with email campaigns to more closely connect with customers in an innovative way. Because of immersive videos’ powerful metrics, VR is an important tool in a marketer’s toolset. But where do you start?
State of the Industry
During his general session presentation at the 2016 IMCA Annual Conference, Big “I” president and CEO Bob Rusbuldt will provide a briefing on the hottest insurance industry issues on Capitol Hill including the National Flood Insurance Program, Federal Crop Insurance Program, insurance regulatory reform, the Affordable Care Act and other economic challenges impacting insurance agents, carriers and their insureds. Bob will also analyze how the hotly contested Presidential race and this fall’s Congressional elections will impact the industry. Further, he will provide an overview of M&A trends, as well as the rapid growth of online insurance shopping by consumers with a focus on the market impact of the TrustedChoice.com agent referral platform and other distribution models.
IMCA receives frequent requests for in-depth networking so we added this special session to help you get to know each other better and meet some new people. We'll break out into groups of 6-8 people and ask a series of questions designed to generate discussion. Then give each person in their group an opportunity to share their experiences, thoughts and ideas. Questions will relate to your professional strengths and some daily challenges you may be facing. Your colleagues will have a chance to share some of their success stories to help you out. Facilitated by IMCA Conference Committee members Anna Hargis and Paula Negro, this session should be fun and educational.
Achieving Friend Status with Your Customers
To win and keep customers, you have to be more than just a brand. You must become a friend. This session will explore the nine scientifically proven drivers of friendship that will help you build affection, relevance and trust for your brand. We’ll share friendship-marketing best practices from the insurance and financial services industry and beyond.
Crisis Management – How to Protect Your Company’s Reputation
Preparing for a crisis in advance of an incident is critical in being able to effectively manage your company’s reputation and remain transparent and optimistic to internal and external stakeholders. Learn more about our approach to effectively managing crisis incidents.
A Digital Marketer’s To-Do List. 8 Things any Insurance Professional can Implement Tomorrow to Improve Their Digital Marketing
Tara Lilly (Social Media Manager) and Hailey Cobb (Senior Account Manager) will highlight actionable insights and ideas that insurance communication professionals can start implementing once they return to their office. Marketing professionals can be inundated by a host of information, they’ll focus on the relevant data and best practices to ensure marketers spend their time wisely and see actionable returns.
Kelly McDonald, McDonald Marketing
Session 1: Disaster Recovery & Crisis Management Using Social Media
Most people know that social media and social marketing are great for building relationships with customers and prospects online and for marketing your products and services in a low cost or no-cost manner.
But few people realize the power of social media when it comes to the bad stuff: what happens when you’ve had a security breach, scandal or other crisis? Should you be communicating with your customers via social media during a time of crisis? For serious matters, is social media an appropriate environment for handling urgent, sensitive and disastrous matters?
This session will focus on how social media & communications can be used to handle a crisis effectively. It’s not just about trying to smooth things over with customers when they are upset or concerned about something. Today, information is shared quickly and widely, and bad news and bad information travel fastest of all.
Learn the ropes of how to use social media platforms effectively and correctly, to not only handle a crisis, but also to come out on the other side with improved customer satisfaction and positive public relations.
Session 2: Come Together: Generational Differences and How to Work with Someone Much Older or Younger than You
Matures. Boomers. Gen X. Gen Y. Or are they called Millennials?
Why don’t Boomers realize there’s more to life than work? And why don’t Millennials realize that their 5:00 pm happy hour does not take precedence over a client deadline? What happened to “paying your dues”? Why doesn’t my supervisor praise me and appreciate me for all the great things I do every day?
These questions are being asked and grumbled about in every office everywhere in the country. Any time two or more generations work side by side, there are going to be potential differences in the approach to work and collaboration. But never have the differences between these generations been so profoundly marked as they are now. Why? And more importantly, how do you learn to work with someone who has such a different approach to work, not to mention their values and priorities?
The financial services industry is facing the “culture clash” of older executives working side by side with younger associates. The huge difference in work styles – and communication preferences, such as texting and social media vs. face-to-face conversations - often creates friction and this, in turn, affects teamwork and productivity.
This presentation will focus on key generational differences and how you can work effectively with someone much older or younger than you – and enjoy it!
Peter van Aartrijk, Chromium
Culture is to the employee what brand is to the customer or prospect. And while experts say companies with strong cultures and strong brands are more profitable (more than 20% more profitable), culture in many organizations belongs to HR while brand lives in marketing. Today, the two need to be treated as a single, cohesive element that is owned by every part of the business. This session will provide insurance communicators with a practical roadmap for key roles in developing positive cultures.
Sandeep Kharidhi and Alison Bond, LexisNexis
Acquire with Retention in Mind
In today’s competitive marketplace, customer retention should be a top priority for every insurance carrier trying to grow its book of business. The most successful carriers will be those that plan their customer retention efforts before acquisition, then build and maintain a strong relationship through a customer experience agenda and multiple touch points.
Small increases in retention can translate to large revenue growth, and reaping the benefits requires a long-term vision. Effective consumer retention is not about the dollars a carrier can save today. Rather, it is about the lifetime value of a customer and the products they will buy – in three, five, ten years and beyond – that will allow a carrier to increase profitability. Failing to retain customers costs carriers billions of dollars each year in lost premiums and profit. It shows no sign of stopping.
Trends in Digital Marketing for the Financial Services Industry
How can you better understand the buying process and the changes taking place in the marketing landscape? In this presentation, learn about the key trends shaping digital marketing today and how your financial services organization can pivot to succeed given the shifts in both consumer and business behaviors and buying preferences.
A roundup of the most recent proprietary and third party research from Q1 2016, relevant to local marketers and technology providers, with additional insights on programmatic advertising/media buying.
Tara Lilly (Social Media Manager) and Elliott Antal (Digital Marketing Manager) take a deeper look at the insurance industry’s top digital marketing campaigns, highlighting best practices and also using analytics to examine future opportunities. This session provides the thoughts and views from unbiased digital marketing agency professionals who will determine “who wore it best.”
This highly interactive discussion-based session is a chance to dive deeper into the idea of transforming your brand into a friend to your customers. We’ll engage in a dialog on how to leverage the principles of human friendships to gain new customers and keep those customers for the long term. And we’ll dig deeper into some of the examples shared in the main session and explore more examples of marketing efforts that make friends with customers.
|Sunday, June 19, 2016|
|2:00 p.m.||Registration Opens|
|6:00 p.m.||Opening Reception||Gather together to eat, drink and socialize with fellow attendees.|
|8:00 p.m.||Sponsor Gathering||A special party for our sponsors to say THANKS for supporting our conference!|
|Monday, June 20, 2016|
|6:30 a.m.||Registration Open|
|7:00 a.m.||Hot Breakfast|
|8:00 a.m.||General Sessions Begin|
|8:30 a.m.||Keynote Address||Leilani Brown, Starr Companies - Marketing as a Strategic Partner to Grow Your Business|
|9:30 a.m.||Special Guest Speaker||Kelly McDonald, McDonald Marketing - Crafting the Customer Experience for People Not Like You|
|10:30 a.m.||Networking Break|
|11:00 a.m.||Main Session||Bob Rusbuldt, IIABA - State of the Industry|
|12:00 p.m.||Lunch||Innovation Torchbearer Award Ceremony|
|1:00 p.m.||Breakout Session||Kelly McDonald, McDonald Marketing - Disaster Recovery & Crisis Management Using Social Media|
|1:00 p.m.||Breakout Session||Peter Van Aartrijk, Chromium - Branding from the Inside Out|
|1:00 p.m.||Breakout Session||Sandeep Kharidhi and Alison Bond, Lexis Nexis - Acquire with Retention in Mind|
|1:00 p.m.||Breakout Session||Tiffany Tooley, IBM - Trends in Digital Marketing for the Financial Services Industry|
|2:00 p.m.||Transition Break|
|2:15 p.m.||Breakout Session||Kelly McDonald, McDonald Marketing - Come Together: How to Work with Someone Much Older or Younger than You|
|2:15 p.m.||Breakout Session||Peter Van Aartrijk, Chromium - Branding from the Inside Out|
|2:15 p.m.||Breakout Session||Sandeep Kharidhi and Alison Bond, Lexis Nexis - Acquire with Retention in Mind|
|2:15 p.m.||Breakout Session||Tiffany Tooley, IBM - Trends in Digital Marketing for the Financial Services Industry|
|3:15 p.m.||Networking Break|
|3:45 p.m.||General Sessions Resume|
|4:00 p.m.||Main Session||Speed Networking|
|6:00 p.m.||Dine-Around Dinner|
|Tuesday, June 21, 2016|
|6:30 a.m.||Registration Open|
|7:00 a.m.||Hot Breakfast|
|8:15 a.m.||General Sessions Begin|
|8:30 a.m.||Main Session||Matt Ferguson and Jeff Eberlein, Eric Mower + Associates - Achieving Friend Status with Your Customers|
|9:30 a.m.||Main Session||Sarah Hill, StoryUP - Virtual Reality: Step Inside the Story|
|10:30 a.m.||Networking Break|
|11:00 a.m.||Main Session||Laura Strykowski, Allstate - Crisis Management – How to Protect Your Company’s Reputation|
|1:15 p.m.||Main Session||Tara Lilly and Hailey Cobb, The South Agency - A Digital Marketer’s To-Do List. 8 Things any Insurance Professional can Implement Tomorrow to Improve Their Digital Marketing|
|2:15 p.m.||General Session||Game Winner Drawings|
|2:30 p.m.||Transition Break|
|2:45 p.m.||Breakout Session||Sarah Hill, Story UP - Hands On With Virtual Reality|
|2:45 p.m.||Breakout Session||Tara Lilly and Hailey Cobb, The South Agency - And The Winner Is… Examining the Insurance Industry’s top Digital Marketing Campaigns|
|2:45 p.m.||Breakout Session||Matt Ferguson and Jeff Eberlein, Eric Mower + Associates - Deepening Customer Friendships|
|2:45 p.m.||Breakout Session||John Feddern - Key Trends from the Localsphere / Programmatic Advertising 101|
|3:45 p.m.||Transition Break|
|4:00 p.m.||Breakout Session||Sarah Hill, Story UP - Hands On With Virtual Reality|
|4:00 p.m.||Breakout Session||Tara Lilly and Hailey Cobb, The South Agency - And The Winner Is… Examining the Insurance Industry’s top Digital Marketing Campaigns|
|4:00 p.m.||Breakout Session||Matt Ferguson and Jeff Eberlein, Eric Mower + Associates - Deepening Customer Friendships|
|4:00 p.m.||Breakout Session||John Feddern - Key Trends from the Localsphere / Programmatic Advertising 101|
|6:00 p.m.||Showcase Reception|
|7:00 p.m.||Showcase Dinner and Gala|
Testimonials from past attendees and sponsors:
“I attended the IMCA conference in Nashville, TN and I couldn’t have been more pleased that I did. The sessions were informative and interesting and the networking was impactful. I was able to bring back valuable information that I’m consistently using at work. I’m looking forward to seeing familiar, and new faces, in Baltimore!
– Johnell Johnson, Communications Specialist, ACORD
“It was great to meet everyone at the IMCA Conference. The board did an amazing job putting the conference together. It was wonderful to be involved and recognized for our work.”
– Junnie Cross, Allstate
IMCA is an opportunity to leverage the collective brainpower of creatives from across the industry – all while enjoying good company and making new connections.
– Heidi St. Jean, Copywriter, The Hartford
“Being new to the insurance industry, attending the IMCA Annual Conference was an invaluable experience. Networking with other marketers and learning industry best practices across marketing automation and strategy allowed me to confidently implement new vehicles to heighten my company’s brand in the market place.”
– George Contoravdis, Marketing & Advertising, CNA
What a valuable opportunity to meet a great group of like-minded individuals in this growing, ever-changing industry. The Insurance Marketing & Communications Association does a fantastic job of putting together meaningful and interesting sessions filled with great speakers/presenters. I definitely look forward to returning and sponsoring next year!”
– Lindsay Barthel, Account Executive-Insurance, Siteimprove, Inc.
I’ve attended IMCA’s Annual Conference & Showcase Gala for the past three years and have benefitted greatly from it. I’ve learned a lot from the presenters, which I have been able to take back and successfully incorporate into my marketing and communications programs. However what I truly enjoy is the opportunity to network and learn from my counterparts at other insurance companies. It’s comforting to realize that we all encounter similar challenges and can work together to overcome them at the conference and beyond.
– Mary Schwartz, Marketing & Advertising, CNA
This was the first IMCA national conference I attended and I really enjoyed the experience. I appreciated meeting and learning from a broad array of insurance professionals and was especially grateful for the actionable insights I gleaned attending Tamsen Webster’s breakout session on advanced messaging design.
– Wendy Williams, Sr. Marketing Communications Manager, RiverSource Insurance