A new approach to advertising

National Post screen grabBuilding awareness among the insurance-buying public about the importance of choosing an educated professional who understands the industry is a top priority for the Insurance Institute.

Recently, our marketing and communications team developed a fresh new strategy for getting the word out about the value of our CIP and FCIP designations while demonstrating the skills and professionalism of our graduates. A series of six compelling, custom content articles written by Postmedia staff writer, Peter Kenter will run during the winter and spring months and will complement the traditional advertising strategy currently in place.

Kenter is interviewing subject matter experts selected by the Institute for topics including Insurance on the frontlines of disaster, Business Interruption, Insurance at the forefront of Tech, Unusual Homes, Autonomous Vehicles & the Sharing Economy. These stories are topical and of interest to a wide business audience and each one anchors the Institute’s message about the CIP by quoting CIPs and FCIPs.

In addition, the one third to half page articles are surrounded by CIP awareness advertising including animated digital units, banner ads and big box ads. You can see an example of this in the first article of the series online (screenshot above).

The six articles will run in a number of Post publications including: Financial Post magazine, National Post newspaper, Vancouver Sun, Edmonton journal, Calgary Herald, Ottawa Citizen, Montreal Gazette. Here are a few stats that demonstrate the valuable potential audience reach for these articles:
• Digital audience drivers via Postmedia social and digital ads
• Gross impressions: Print – 17,400,000 Digital – 3,615,978
• Business Purchase influencers: 25.7% reach of this audience

Watch for the next two articles in the series: Business Interruption and Insurance at the Forefront of Tech which will be published later this month.

We are excited about this bold step forward in elevating the Institute’s brand, designations and members and look forward to posting the results of this campaign next spring.