Consumer campaign promotes professionalism of Institute grads

National Post screen grabBuilding awareness among the insurance-buying public about the importance of choosing an educated professional who understands the industry continues to be a top priority for the Insurance Institute.
Through traditional advertising, non-traditional advertising and social media, our marketing and communications team has developed a fresh new strategy for getting the word out about the value of our designations and education programs, while demonstrating the skills and professionalism of our graduates.

A series of three compelling, custom content articles written by Postmedia staff writer, Peter Kenter, ran between October and December 2017. Another three articles will run between March and June of this year.

Kenter interviewed subject matter experts selected by the IIC for topics including Insurance on the frontlines of disaster, cyber-attacks and insurance at the forefront of tech. 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.


These articles ran in a number of Postmedia publications including: Financial Post magazine, National Post newspaper, Vancouver Sun, Edmonton Journal, Calgary Herald, Ottawa Citizen and the Montreal Gazette.


The results from the winter campaign (Oct to Dec, 2017) are in:


- Print insertions had a reach of 16,103,400 readers

- Deployment from National Post social media channels earned 701,460 impressions

- Digital impressions on the National Post website totaled 237,172

- Average time spent reading the digital articles was 3.6 minutes (well above the less than 1 minute benchmark for similar online content)


We look forward to sharing the next three articles and the results of the spring campaign with our members in the near future.


You can read the first three stories below:


Recipe for disaster recovery: the insurance industry on the front lines


Insurance responds to cyber-attacks with much more than risk transfer


Insurance maps the road to adopting new technology