2014 Annual Report
A
rizona
I
nsurance
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Mission
The Arizona Insurance Council’s (AIC) mission is education and engagement: to create understanding among audiences about property and casualty insurance products and practices and to engage those audiences to improve the business environment through exchanging ideas and building partnerships.
Vision
The AIC is the premier state source of P&C insurance industry perspective and
information for its audiences and a valuable voice and forum for its members through its programs, exchange of ideas and partnerships with allied groups.
2014 Key Initiatives
Workforce Development Media Relations Education Engagement Partnership3
Workforce Development
Strategies
On April 23rd, 2014 the Insurance Workforce Summit took place at Arizona State University bringing together more than 70 insurance industry and education professionals. The goal of the summit: To close the workforce gap between the
needed insurance workforce and the number of college students and job seekers who are prepared and/or interested in pursuing a career in the insurance industry. The summit’s objective was to educate and offer recommendations that will motivate key leaders to commit to actions that help to close the workforce gap. A keynote address by Peter L. Miller, President and CEO of The Institutes, set the stage for developing ideas and priorities to engage and educate the developing workforce on the opportunities available within the insurance industry.
Results
Motivated by the Insurance Workforce Summit a taskforce committee of insurance representatives and educators continue to meet to develop the Arizona Insurance Institute (AII). The AII will be a hub for both students and the current workforce to research careers in the insurance industry as well as education requirements and ways to enter into the field be it internships or entry level positions willing to train on the job. AII has launched a website and insurance curriculum is being developed within the community colleges. With strong support from the insurance industry here in Arizona as well as nationally the AII will continue to develop and be marketed in 2015.
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Media Relations
Strategies
Press releases were distributed statewide on topics such as auto theft, flood
insurance, economic impact of Arizona’s insurance industry, wildfire preparedness and safety, ride sharing: risks and insurance, Thanksgiving risks and cooking safety tips. A total of nine press releases were distributed by AIC in 2014.
Press releases on the Insurance Workforce Summit and AIC’s elected officers for 2015 were also distributed.
Social media campaigns took place prior to Memorial Day weekend as well as
Independence Day to alert consumers about pool safety, boating safety and impaired driving.
All press releases are distributed to statewide media through direct email to news desks, editors and or individual reporters. Additionally all press releases are posted on AIC’s website, Facebook page and Twitter feed.
Results
The Arizona Republic (readership – 320,000+ weekday, 538,000+ Sunday) contacted AIC in 2014 for stories about homeowners insurance – tips for new home buyers and beyond basic insurance, what all homeowners should be aware of; published in November in a special Saturday edition of the Home and Real Estate insert.
KTAR 92.3 (listenership approx. 590,000+) aired AIC information and comments on ride sharing and insurance gaps, obtaining flood insurance and rising numbers of luxury auto thefts in the Phoenix metro area.
KFNN 1510 AM/99.3 FM (listenership approx. 600,000) – Interviewed AIC on their morning drive-time show “Business for Breakfast” regarding wildfire preparedness, what homeowners in the Valley and in the high country need to be concerned with. Also interviewed on the topic of insurance check up’s – the importance of consumers reviewing the policies annually.
The AIC was contacted by local television news stations throughout the year for comments on stories and events they were covering.
KNXV ABC 15
o AIC provided background information on ride sharing as legislation was introduced in the Spring of 2014.
o Interviewed by Katie Conner on July 28th regarding severe
Monsoon storm damages and what homeowners need to do to file a claim.
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o Interviewed for the “Let Joe Know” consumer awareness segmant regarding availabilty of flood insurance for homeowners and renters.
o Appeared on Sunday morning news segment to talk about flooding and flood plains in Maricopa County – areas at risk, after
September flooding events in Maricopa County.
KTVK Independent Ch. 3
o Interviewed twice for the “3 On Your Side” consumer awareness segment:
July monsoon storm damage
Flood damaged auto’s – insurance coverage
The Phoenix Business Journal, Insurance Journal and KPHO CBS 5 also provided information to their audiences from AIC press releases.
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Education
Strategies
Throughout 2014, AIC continued to promote its website, www.azinsurance.org to provide timely and valuable information and resources to the public, the media and policymakers.
AIC continued to be active with social media platforms to educate the public and promote AIC as a resource. As new platforms emerge and become significant in distributing information AIC will look into expanding its social media presence i.e. Instagram and Pinterest, as they become more functional for business.
Results
Educated consumers about insurance issues through print, radio and television interviews, AIC’s website, Facebook and Twitter.
Topics included: wildfire preparedness, homeowners insurance basics, auto insurance basics, preparing for Monsoon Storms in Arizona and flood insurance.
On April 23rd AIC partnered with the CPCU Society and ASU’s W.P. Carey
School of Business to host the Insurance Workforce Summit. The partnerships developed from the Summit have been successful in bringing awareness to this need for an educated and skilled local workforce to the insurance industry. Several of Arizona’s colleges and universities have already stepped up to enhance insurance and risk management educational opportunities within their programs of study.
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Engagement
AIC continued to be active on social media in 2014 by engaging consumers, news media, members of the insurance industry, government agencies and officials as well as many other individuals and organizations on a daily basis through Facebook and Twitter.
Facebook page fans increased to 47 during 2014, a 30% increase since 2013. Fans and followers of AIC’s page includes consumers, insurance agents, members of the insurance industry, and AIC partner organizations.
Throughout 2014 AIC posted more than 45 messages containing insurance news, information and consumer safety tips. AIC shared more than 275 messages and articles from member companies, partner organizations, news and trade publications regarding the topic of insurance.
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Twitter has been more active and engaging platform for AIC as it seems to be for most business and media.
Followers of AIC’s Tweets have increased nearly 85% since 2013 to 170 followers. Several members of Arizona’s new media follow AIC on Twitter as do reporters from national trade publications, individual consumers and businesses, AIC members, insurance agents, community partners and Arizona government officials.
Throughout 2014 AIC Tweeted more than 140 messages containing insurance news, information and consumer safety tips and Re-Tweeted another 234 messages from media, partners, insurance companies and safety groups.
During the April 2014 Insurance Workforce Initiative Summit attendees tweeted about information and topics being discussed and mentioned AIC 34 times during that day alone.
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WWW.AZINSURANCE.ORG
AIC’s website continues to be a source of educational information and resources about the insurance industry and its partners in safety and loss mitigation and a foundation for consumer engagement.
WWW.AZINSURANCE.ORG attracted more than 89,000 visits during 2014, a 33% increase over 2013.
The page hits on AIC’s website – the amount of information downloaded during a visit, which can suggested longer visits to the website and more pages viewed – has greatly increased as well. Total hits to the website during 2014 amounted to more than 765,000 hits, a 169% increase over 2013. The busiest months for site activity in 2014 were July and November: press releases on Monsoon storm safety and holiday safety tips, insurance fraud, loss history reports and teen driving information ranked highest in visits during these busy times.
Other key events and activities engaging AIC’s audiences:
AIC attended an Arizona Business Association networking mixer in March to engage and network with other local businesses and associations.
AIC hosted a networking reception in June for members and prospective members to update them on the Insurance Workforce Summit and Initiative and engage them on current industry trends.
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Partnership
Strategies
AIC strives to maintain active partnerships within the insurance industry as well as with government agencies and task forces, citizen coalitions and safety groups.
Results
Key partners in 2014 included Arizona State University, The Society of Chartered Property Casualty Underwriters (CPCU) – both the Arizona Chapter and National, The Institutes and expanded partnerships with insurance companies outside of AIC
membership. Without these partners the Arizona Insurance Workforce Summit would not have been as successful as it was. Maintaining these partnerships and bringing more partners into this fold will be invaluable in the development of the Arizona Insurance Institute and building a strong and vibrant workforce for Arizona insurers. AIC has continued to maintain a strong partnerships and sharing of knowledge with the Arizona Department of Insurance, the Insurance Information Institute, Insurance Institute for Business and Home Safety and other state trade organizations across the country.
Nicole Farr continues to represent AIC on the Board of Directors as well as the Grants Committee of the Arizona Chapter of the Insurance Industry Charitable Foundation; on the Governor’s Forest Health Council and the Insurance Education Advisory Council for Rio Salado College.
Ms. Farr was invited to attend a round table meeting in March to discuss wildfire losses in 2013 and safety and mitigation practices for the 2014 fire season. Attendees included Gerrie Marks, Arizona Department of Insurance; Scott Hunt, Arizona State Forester; Kevin Kinsall, Governor’s Policy Advisor for Natural Resources; Don
Hughes, Governors Deputy Director of Policy; Ellen Poole, USAA and Sara Sparman, Kutak Rock.
AIC participated as a vendor at the 2014 CPCU Arizona Chapter I-Day. AIC continues to support the Red Means Stop Coalition, Arizona Auto Theft Authority, Arizona Department of Health Services and Arizona Firewise through information sharing on social media and attending meetings and events of these groups when appropriate.
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2014 Members
Member Companies
AAA Insurance of Arizona Nationwide Insurance Amica Insurance State Auto Insurance CopperPoint Mutual State Farm Insurance Farm Bureau Financial Services
Associate Members
American Insurance Association (AIA) MiniCo Insurance
National Association of Mutual Insurance Companies (NAMIC) National Insurance Crime Bureau (NICB)
Property Casualty Insurers Association of America (PCI) Affiliate Members
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B C E Consulting Sanders & Parks P.C. Low & Cohen PLLC Snell & Wilmer LLP
