Beyond the Buzzwords of Social Media, Content Mojo and Marketing Automation: Differentiate Your Brand and Monetize Your Online Efforts

A full recording of the webcast is available on our YouTube Channel.

The insurance industry is constantly changing, whether you are a program manger, a broker or a niche market, your ecosystem is experiencing disruption from multiple directions. Whether it’s the consolidation of distribution channels or innovations in technology, strategies are evolving more rapidly than ever. Understanding and capitalizing on this evolution affects the success of your organization’s entire marketing and sales strategy.

During this webcast, we will defined some “how-to” components for building an online marketing strategy to prove return on investment for your brand. This program will also addressed:

  • Importance of discovering and understanding your differentiated brand.
  • Today’s sales funnel, including how and why it has changed.
  • Nature of content and what drives engagement throughout the sales funnel.
  • Website optimization and the basics for conversion

Attendees also learned tangible content marketing strategies that marketers at insurance carriers and agencies can engage to meet their business goals.

About Our Presenter

Jim Flynn is a seasoned trainer and expert in brand and content strategy. He believes in the power of discovering the truth that lives within an organization to drive distinction.

As the president of Hult Marketing, a HubSpot Certified Inbound Marketing agency, Flynn teaches clients to shift their mindset to be ROI-driven. Using a variety of marketing automation platforms, the methodology Flynn and his team engage guides clients to discover, strategize and execute programs that attain monetized outcomes.

As one of only 30 Certified Brand Strategists in North America, Flynn is among a small group of marketing and brand development professionals to achieve this elite status. He uses his experience and unique training to drive distinction through brand-focused inbound marketing, taking marketing successes to the next level. With a consulting career spanning three decades, Flynn employs a brand and content development methodology that is fast, efficient and effective.

In his illustrious career as a keynote speaker, trainer and consultant, Flynn has worked extensively with national, multinational and regional brands throughout the insurance industry, ranging from carriers to intermediaries and retail brokers. All with the end goal of helping to transform and accelerate brand success.

How Insurance-Specific Insight Helps Marketers Optimize Prospects and Nurture Ongoing Customer Relationships

A full recording of the webcast is available on the Members Download page. You must be logged in as a member to view the full version.

Insurance marketers are constantly challenged to attract, convert and maintain quality customers – oftentimes it can feel like an uphill battle.

  • How can you be sure that you’re on the right track?
  • How do you strike that elusive balance between quality and quantity?

That’s where data and analytics really come into their own, helping to ensure that you get the most mileage from your marketing plans to deliver prospects that are not only more likely to convert, but deliver customer lifetime value.

During this informative webcast, Sandeep Kharidhi, vice president, product management – acquisition and retention solutions, LexisNexis Risk Solutions, shared insurance-specific insight and advice for carrier and agency marketers to optimize leads, identify prospects and nurture customer relationships.

About our Presenter

Sandeep Kharidhi, is vice president, product management – acquisition retention solutions, at LexisNexis Risk Solutions, Atlanta. He is responsible for managing solutions that enable insurance carriers to acquire new customers and retain and grow existing policyholder relationships. LexisNexis Risk Solutions is a leader in providing essential information that helps customers across industries and government predict, assess and manage risk.

Prior to joining LexisNexis in 2014, Kharidhi served in executive roles for nearly 20 years with several organizations including ChoicePoint, Acxiom, Merkle and Harland Clarke. Kharidhi has expertise is in marketing strategies, analytics, campaign attribution and optimization.

Kharidhi earned his bachelor’s degree in computer science and engineering at Malnad College of Engineering, University of Mysore, India; and his master’s degree in computer science, with a focus on data mining and artificial intelligence, at the University of North Carolina at Charlotte.

Kharidhi actively volunteers in the Greater Atlanta community and is a board member of The Empty Stocking Fund.

The Value of Corporate Social Responsibility

February 28, 2017

The Value of Corporate Social Responsibility

A full recording of the webcast is available on the Members Download page. You must be logged in as a member to view the full version.

Our Feb. 28 webcast featured Brandon Davis and Emily Hathcoat of CNA and Cecile Locurto of USI Insurance Services. The program was moderated by Mark Friedlander of The Main Street America Group.

The February 2017 edition of IMCA’s Leadership Webcast Series focused on the benefits of corporate social responsibility (CSR) for insurance agencies and carriers.

During our interactive program, attendees learned what CSR is and how it can:

  • Increase brand awareness
  • Improve the bottom line
  • Open the gateway to long-term success

We also defined the most common types of CSR initiatives which agencies and carriers are engaging today. These include:

  • Cause Marketing and Community Relations
  • Environmental Efforts
  • Ethical Labor Practices
  • Philanthropy
  • Sustainability
  • Volunteering

Our robust program featured in-depth presentations from two IMCA members (an agency and a carrier) which each earned an IMCA Showcase Award in our CSR category in 2016. Our presenters from CNA and USI provided a comprehensive overview of their award-winning Showcase Award entries and shared best practices about defining program goals, strategies, objectives, tactics and measurement of their CSR programs.

About Our Presenters

Brandon Davis - Director, Public Relations and Corporate Social Responsibility, CNA
Brandon Davis serves as director of public relations and corporate social responsibility, corporate communications, at CNA. In this role at the commercial property/casualty carrier, Brandon is responsible for leading and advancing CNA’s strategic public relations, media affairs, social media and corporate social responsibility initiatives and activities.

Prior to joining CNA in 2014, Brandon worked at Jasculca Terman, a Chicago-based strategic communications firm, where he supported several clients including the Chicago Community Trust, Urban Prep Academies, Ford Foundation, Citizens United for Research in Epilepsy (CURE) and Advocate Christ Medical Group on strategic communications, event management and public relations efforts.

Emily Hathcoat - Vice President, Corporate Marketing and Advertising, CNA    Executive Vice-Chair, IMCA Board of Directors
Emily Hathcoat serves as vice president of corporate marketing and advertising within
the corporate communications department at CNA. In this role, Emily is responsible for achieving the company’s business objectives for growth and profitability through marketing and communication programs that generate demand from target customer groups, enable sales, engage customers and positively represent the CNA brand.

During her tenure at CNA, Emily has held positions of increasing responsibility in the marketing, branding, communications and distribution management functions. Emily takes most pride in working with her team to deliver actionable results from creative marketing campaigns. These efforts have resulted in earning numerous Awards of Excellence and Best of Show honors from IMCA. Prior to joining the CNA in 2001, Emily served as marketing manager at Advanced Technologies Group, Chicago, where she led the company’s entry into new markets.


Cecile Locurto - Head of Media Relations and Communications, USI Insurance Services
Cecile Locurto is senior manager, communcations and media relations at USI Insurance Services, a leading insurance brokerage and consulting firm based in Valhalla, N.Y. Cecile has over 20 years of experience in corporate communications, media relations and integrated marketing communications. At USI, she heads up corporate communications and media relations for 140 offices nationwide. Cecile’s responsibilities include public relations and media relations, internal communications, senior management communications and web and social media.

In 2016, USI’s corporate communication function earned Awards of Excellence for employee communications and corporate social responsibility at the IMCA Showcase Awards. Prior to  joining USI in 2012, Cecile was a senior manager of marketing communications and public relations at IVANS Inc., a network and software service provider for health care and insurance formerly based in Stamford, CT.



Building a Customer-Centric Ecosystem

Building a Customer-Centric Ecosystem

A full recording of the webcast is available on the Members Download page. You must be logged in as a member to view the full version.

As insurance customer connections have changed, a new model for marketing and regulatory communications has emerged. This new model is unified and customer-centric. It’s omnichannel and data driven, one that focuses on the CUSTOMERS NEEDS, not the product you want to sell.

But there are challenges. Compliance mandates, mixing traditional with digital in technology and communications, and not to mention the five different generations in the marketplace. How can you focus on just “one” and not alienate the others? There are many ways to connect with your customer, how do you know which one is right? After all, customer experience is the sum of all touches and experiences that they have with your company.

During the Jan. 24, 2017 edition of IMCA’s Leadership Webcast Series, a panel discussion will focus on the issues and high-performing strategies to deploy a coordinated ecosystem of people, data, technology and process. During this program, you will learn how to leverage data insights to provide personalized communications that not only connect with your customer and engage new prospects, but also lead to better acquisition, customer satisfaction and retention.

You will also learn:

  • How the internet is changing the way to do business
  • Differences between omnichannel and opti-channel marketing
  • New technology strategies – commerce conversations and So/Mo/Lo
  • Why identity-based marketing is critical
  • How to collaborate (really) with compliance around customer data

About Our Presentors

hollingsworth-photo-12-16Mark Hollingsworth

Senior Product Manager, Ecommerce, GrayHair Software Inc.

Mark Hollingsworth is leading the development of GrayHair Software’s products in data management, compliance and campaign tracking for the organization’s ecommerce site, grayhaircommerce.com. An online expert, Mark has over 15 years of experience in developing web content programs, mobile solutions and ecommerce programs for national companies, and has had several startups successfully sold to other companies.  His hands-on development experience also enables Mark to consult with clients to successfully navigate the online world of commerce and communication.

GrayHair is a data management firm focused on providing clients with data services and reporting, compliance and marketing campaigns with tracking. Its clients include some of the largest financial services and insurance companies that deploy high-value customer communications, omnichannel and opti-channel marketing strategies. GrayHair delivers a comprehensive single-source solution that provides expertise, security, compliance and accuracy through visibility into customer direct marketing, digital trigger technology and reporting. For more information about GrayHair Software, please visit www.grayhairsoftware.com.

boyd-photo-12-16Andi Boyd

Director of Digital Sales, Stirista

Andi Boyd specializes in providing strategic direction and deployment for digital data campaigns via online/mobile advertising and multichannel efforts including email in B2C and B2B. Her expertise on identity-based marketing, particularly millennials, has made Andi a featured speaker/panelist at conferences such as the Bridge Conference and Leads Conference.

Stirista is a data-driven marketing agency that specializes in creating custom audience segments and executing campaigns via digital, email and social channels. Its multichannel marketing approach enables the organization to evaluate data unlike any other provider, which results in its clients generating real conversions and leads. With some of the most comprehensive real-time databases in the world, Stirista provides a 360-degree view of an individual, getting clients in front of the right people through email and online advertising. Its growth and success since the agency was founded six years ago has made Stirista a trusted industry leader recognized for its expertise in helping companies acquire new clients. For more information about the Stirista, please visit www.stirista.com.

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Marketers and Communicators Play Key Role in Insurance Fraud Prevention Awareness

Does consistent marketing and access to information keep consumers from making poor decisions in the face of temptation? The Commonwealth of Pennsylvania asked that very question several years after an award-winning, five-year fraud prevention campaign ran on television and radio across the Keystone State.

Tom Donahue, executive director of the Pennsylvania Insurance Fraud Prevention Authority (IFPA), discussed the highlights of this impactful campaign and how insurance marketers and communicators play a key role in reinforcing fraud prevention awareness.

The campaign, “Know the Risks, Know the Penalties,” featured compelling, real-life scenarios to illustrate instances where a moment of bad judgment can have serious, life-changing consequences. But a few years later – did the public remember the messages, and did it change behaviors? A recent survey revealed some surprising results.

Tom discussed the survey’s results and the actions insurance agents and carriers can take to disseminate important fraud prevention messaging to their insureds.

Attendees of our webcast will learned:

  • Do insurance fraud awareness campaigns really impact consumer views and opinions – particularly their intolerance of insurance fraud?
  • Do these messages truly change their perception of the issue of insurance fraud, educate them on the behaviors that constitute fraud (and its consequences) and decrease their likelihood of committing this crime?
  • In the absence of these messages, do consumers retain them?
  • What are the implications for special investigation units, law enforcement, carriers and agencies?

donahue-tom-10-16About Our Presenter

Tom Donahue has more than 20 years of experience in claims investigations, including a real understanding of how law enforcement pursues fraud, and how that “behind the scenes” action is effective. Tom began his insurance industry career as a claims adjuster and has been a fraud investigator since 1997. This included managing Kemper Service Group’s Eastern Regional Special Investigations Unit, the role he had prior to joining the Pennsylvania Insurance Fraud Prevention Authority (IFPA) in 2014 as executive director. The IFPA is a statewide organization charged with educating law enforcement and consumers on how to combat insurance fraud.

A full recording of the webcast is available our YouTube Channel.

Powering People-Based Marketing for Insurance

Presented by David Magrini, Senior Vice President, Client Partner of Merkle, Inc.

Today, marketers must take advantage of digital marketing opportunities that are increasingly data-driven, programmatic, and addressable. This can only be achieved by understanding and reaching actual people with relevant content—across media, channels, and devices—that’s personalized to them as individuals.

People-based marketing creates an enormous potential to simultaneously increase conversion and ROI while improving the overall customer experience. The downside? It’s extremely difficult to implement.

Attendees of this webinar will learn about:
·  The evolution of traditional direct marketing to today’s data-driven people-based marketing methodology.
·   Enabling people-based marketing through technology, data, analytics, and integrated workflows needed to manage interactions and enable the customer experience.
·   Activating people-based marketing strategies by using data and insights to understand audiences, develop creative, and conduct media planning to deliver personalized optimized experiences to each customer.

d-magrini-250x250David Magrini is the client partner in Merkle’s Health practice. Prior to coming to Merkle in 2010, David led the individual acquisition marketing efforts for Prudential Retirement plans for two years, and spent the previous four years as Head of Consumer Marketing for Aetna in the Medicare and Individual marketplace. David’s wide-reaching CRM experience also includes 17 years of Agency Services, working with brands like MassMutual, CIGNA, BlackRock, Nationwide, Lowe’s, 3M, and General Electric.

His primary focus at Aetna was on understanding the individual decision-making process for how people make healthcare choices in this marketplace, and then translating this consumer-directed knowledge into marketing strategies across all channels of distribution. David's efforts and experience at Aetna produced notable results. He led all marketing activities for Aetna Medicare's entry into the prescription drug plan market in 2006, which won a Silver Echo Award for marketing results. His team brought Aetna’s first CRM database online including a robust campaign management reporting capability with lead and acquisition profile analytics, direct marketing media management, and real-time results reporting that allowed for media mix optimization across channels and markets. As the Client Partner in Merkle’s Insurance & Wealth Management organization, David is responsible for delivering the resources and solutions to drive sustainable competitive advantage for our clients in the marketplace.



A full recording of the webcast is available on the Members Download page. You must be logged in as a member to view the full version.

Learn How Life and Health Insurance Purchase Decisions Can Be Prompted Using Behavioral Economics

Presenter: Lianne Wade, vice president, customer insight Wilde Agency

A proprietary research study the Wilde Agency commissioned proved that certain behavioral economics principles can prompt purchase decisions for life and health insurance products. Learn how emotion plays a key role in decision-making, differences amongst generational groups and how research data combined with other actionable tips can be used to influence your insurance campaigns.

img_100x100Lianne is the “voice of the customer.” Gathering customer intelligence through data-driven research efforts, she derives valuable insights about customers and translates these into effective marketing strategies to deliver superior results for B2B and B2C clients.  Lianne has extensive experience building strategic, customer-centric digital and direct marketing programs for Fortune 100 and 500 clients.

Lianne is part of the leadership team at Wilde Agency, a digital and direct marketing agency in Westwood, Mass., that is a pioneer in using the “science of human behavior” in marketing.  The Wilde Agency is driven by what behavioral scientists have proven about how people make decisions and applies that in their strategies and campaigns for their clients to deliver superior results.





A full recording of the webcast is available on the Members Download page. You must be logged in as a member to view the full version.

How Cyber Threats and Cyber Crime Change the Math for Insurance and Insurance Marketing (Warning: Do Not View This Presentation If You Have a Heart Condition)

By Greg Mancusi-Ungaro, CMO - Brand Protect

As Insurance firms rapidly transform into digital enterprises, they increase their exposure to third party and other online attacks which can damage corporate reputations, customer relationships, and business fundamentals.

From phishing, spear phishing, to domain and executive masquerades, the bad guys will leverage your trusted online assets and identity to power their schemes.  You are working long hours to create and extend your firm’s digital personality.  Are you taking the small steps you could be taking to defend your firm from cyber threats?

There are online threats everywhere. You will leave this presentation with key facts about online threats and threat trends, plus a framework for action, so you can maintain the integrity and security of your firm’s digital presence.

Greg Mancusi-Ungaro

Greg Mancusi-Ungaro is responsible for developing and executing the BrandProtect market, marketing, and go to market strategy. A passionate evangelist for emerging technologies, business practices, and customer-centricity, Greg has been leading and advising world-class marketing initiatives, teams and organizations for more than twenty-five years.


A full recording of the webcast is available on the Members Download page. You must be logged in as a member to view the full version.

Employee Communications: Effective Best Practices, Strategies and Tactics

During the March edition of IMCA’s Leadership Webcast Series, you will learn how employee communications impacts organizations large and small. Bill Fellows of Swiss Re and Mark Friedlander of The Main Street America Group will discuss best practices, strategies and tactics they effectively engage with employees at their multinational and domestic organizations, respectively. Specifically, this will include an overview of the numerous vehicles each organization uses to communicate to employees, protocols they have in place, impactful employee engagement, key challenges and best practices. They will also conduct a Q&A session with the audience during this live broadcast.

Bill Fellows photoBill Fellows is Senior Vice President, Head of Communications Centre Americas for Swiss Re. In this role he is responsible for internal and external communications for the company's operations in the Americas region, incorporating North America and Latin America.   He is a member of the company's Americas Management Team, Americas Regional Committee and Global Communications Leadership Team.

Prior to joining Swiss Re, he held communications leadership positions with Munich Re and AIG in the insurance industry, and Ernst & Young and Kepner-Tregoe in the professional services sector.

Bill graduated with a B.A. in English and minors in Marketing and Journalism from The College of New Jersey.

Friedlander Mark 2.15

Mark Friedlander is assistant secretary/head of corporate communications at The Main Street America Group and president of the Insurance Marketing & Communications Association (IMCA). Mark spearheads the Jacksonville, Fla.-based super-regional property casualty insurance carrier’s communications function. This includes overseeing agent communications, employee communications, executive communications, media relations, reputation management, corporate social responsibility, web presence and social media. Additionally, Mark is chair of Main Street America’s annual United Way campaign.

Prior to joining Main Street America in 2005, Mark held senior communications roles at Arthur Andersen LLP, Prudential Financial and HSBC North America. Mark began his career as a sports writer and editor covering the National Football League and Big Ten football and basketball. He has been a member of the IMCA Board of Directors since 2008 and president of the Board for the past two years. Mark is also a member of the Insurance Institute for Business & Home Safety (IBHS) Communications Committee, Trusted Choice® Company Partner Advisory Board and University of North Florida College of Education and Human Services Dean’s Advisory Council.

Mark earned his bachelor’s degree in journalism/public relations at The Ohio State University.

A full recording of the webcast is available on the Members Download page. You must be logged in as a member to view the full version.

Agents, Brokers, and Carriers – the ABCs of B2B Communication

Effective B2B communications can help you build community, engagement and loyalty among your customers and partners. Building a community with effective communications to profitably grow your business is paramount for insurance carriers, producers, underwriters and brokers.

Join Jeremy Barnett, senior vice president of marketing at NAS Insurance Services, and a leading Lloyd’s cover holder, for a lively discussion of state-of-the-art B2B marketing.

During this program, you will:

  • Learn effective techniques for acquiring customers using content marketing strategies
  • Hear how CRM tools and targeted communications convert "leads" into "repeat customers"
  • Discover new approaches to build community among your customers and partners

Jeremy will share success stories and real world "fails" that helped move his organization's business forward and drive 20 percent year-over-year growth at NAS.

Jeremy Barnett is senior vice president of marketing at NAS Insurance Services LLC, based in Los Angeles. Jeremy is responsible for brand strategy, advertising, sponsorship, sales support and corporate communications for all lines of business at NAS. He also provides executive supervision for NAS’ technology and project management departments, coordinating efforts across all three departments to drive innovation and state-of-the-art service to NAS clients and partners. 

Jeremy joined NAS in 2012, after many years in technology marketing roles working with leading brands including Credit Suisse, Toyota, Sony and HP. Jeremy earned a master’s degree in educational technology at San Diego State University and his bachelor’s degree at Rutgers University in New Jersey.

A full recording of the webcast is available on the Members Download page. You must be logged in as a member to view the full version.