Mutual and cooperative values sell

Mutual and cooperative values sell: Sharing our experiences, sharing our successes is another first of its kind ICMIF report, this time showcasing values-based insurance marketing strategies from around the world. It features contributions from eight member organizations, all of whom are outperforming their national markets.

This report has been produced in response to requests from ICMIF’s Communications Leaders Forum (CLF) who asked ICMIF to investigate and share methods and strategies used by member organizations that maximize the benefits of their “mutual difference”. There are currently more than 100 members in the CLF.

ICMIF members were therefore invited to share details of recent marketing/public relations and public affairs campaigns in a questionnaire sent in mid-2014 from Liz Green, Senior Vice-President, External Relations, ICMIF.

ICMIF would like to thank The Co-operators (Canada), Benenden Health (UK), Seguros Unimed (Brazil), NTUC Income (Singapore), PPS (South Africa), SKOK Ubezpieczenia (Poland), Swiss Mobiliar (Switzerland) and MDA National (Australia) for sharing their experiences and insights.

The responses received have been collated and edited for this report.  ICMIF members interested in accessing further details about any of the case studies should contact either Liz Green or the member organization itself.

It may be beneficial for members interested in this topic, to also read ICMIF’s Global Reputation Report, which is an analysis of the reputation of our sector, at a global level (made between November 2011 and November 2012). This ICMIF member-only report is available to download on ICMIF’s website or a printed copy can be requested by contacting liz@icmif.org directly.

For regional summaries of the Global Reputation Report, click here.