Sign-Up Campaign Internal Training Webinar Over-service the top 20% - - PowerPoint PPT Presentation

Top 20% Communication Sign-Up Campaign

Internal Training Webinar

Over-service the top 20% of your accounts. ~ David Connolly, IQ Consulting, NRP 2017 Business Sales Training

• 1. Campaign Details

Kate Burnevik, Marketing Communication Manager

The “What”

In a nutshell, the campaign will require advisors with clients within North Risk’s top 500 and 1,000 accounts to follow a specific process to ensure contact and company information for these accounts is on file and up-to-date in the Marketing Communication Department’s CRM system (Zywave).

• 1. Campaign Details

The “What”

Campaign objectives:

• 1. To assist advisors in retaining top revenue-generating accounts by

ensuring all are properly connected with the agency’s value-added communication services.

• 2. To educate advisors internally on (a) the proper client

communication sign-up process, and (b) what is included in North Risk Partners’ value-added communications.

• 1. Campaign Details

The “Who”

This campaign will require participation from two main groups:

• North Risk Partners business advisors, including commercial and

group benefits sales and service, who work with accounts generating $4,000 or more in annual agency revenue (i.e., accounts within North Risk’s top 1,000)

• Client contacts of top accounts (e.g., CEO, CFO, Controller, Safety

Director, HR Manager)

• 1. Campaign Details

The “Who”

• Note: Risk Advisors are ultimately responsible for making sure the

appropriate clients contacts are signed up, and the correct information is provided. Service will assist in processing signups.

• 1. Campaign Details

The “Why”

• Connecting your client with North Risk Partners’ value-added

communications is the best way to ensure he or she is aware of the agency’s value-added services. It also drives engagement with these

• services. A client’s experience with these services is one of the ways

we differentiate ourselves from the competition, allowing us to gain and retain larger, more sought-after accounts.

• Value-added services exist to gain and retain larger accounts.
• 1. Campaign Details

The “Why”

• If a top account is not plugged into North Risk’s value-added

communications and, as a result, has never engaged in any of North Risk’s value-added services… …you and the agency are at risk for losing that account.

• 1. Campaign Details

Examples of Value-Added Services Engagement

Synergy Human Resources:

• ADA Research Regarding a Termination
• Draft an Employee Confidentiality Agreement
• Employee Handbook Revision

Integrated Loss Control:

• DOT Audit
• Distracted Driving Seminar
• Health and Safety Physical Hazard Assessment

JS Wellness:

• Wellness Workshop/Seminar
• Wellness Strategy Support and Content Development
• 3rd Party Vender Connections
• 1. Campaign Details

The “How”

• Connor Hedlund will be leading this campaign.
• Connor will provide each business risk advisor with a list of his or her

top accounts and identify those in need of attention. He will also provide the advisor with directions on what actions need to be taken

• n each account and/or contact.
• In some cases the account will be a “fresh signup,” but with others

there may be incomplete or outdated information in the system, requiring an advisor to update the account.

• 1. Campaign Details

The “How”

• The campaign will include:
• Educational webinar offerings for both advisors and clients
• Weekly progress emails to advisors to make sure we’re on target to reach our

goal of having the top 1,000 accounts in the system by the end of October

• Two phases: phase 1 will focus on the top 500 accounts through the end of

June; phase 2 will focus on 501-1,000 through the end of October

• 1. Campaign Details

• 2. Sign-Up Process

Connor Hedlund, Marketing Communication Specialist

Overview

• What am I signing up my clients to receive and have access to?
• Define “value-added communications”
• How do I get my clients signed up?
• Outline the sign-up process
• Sign-up demo
• 2. Sign-Up Process

Value-Added Communications Include:

• What’s included in North Risk Partners’ value-added communication

services?

• Event Invites (Webinars/Seminars)
• Regulatory Updates
• MyWave Connect Portal
• Legislative guides and tools
• Employee communications and posters
• Training and procedure guides
• Policies, manuals, and other forms
• * Communications Digest – features new or popular content in the MyWave Connect portal
• NRP’s value-added communications are a great way for clients to engage

with our professional consulting partners in the areas of human resources, safety, and wellness.

Zywave Flow Chart

Account t Man anagement t Cen ente ter (AMC)

Marketing Database

Bro roker r Brie riefc fcase (BB)

Email Marketing or Drip Email Platform

MyWave Connect

Client Resource Portal

Emails

Eve vent Invit vites

(Webinars/Seminars)

Re Regula lato tory y Upda pdates Communica icatio ions Di Digest

(comes from MyWave Connect)

Value-Added Communications Include:

Communications From Spring 2017: Event Invites

• 2. Sign-Up Process

Value-Added Communications Include:

Communications From Spring 2017: Updates

• 2. Sign-Up Process

Value-Added Communications Include:

Communications Digests (from MyWave Connect)

• 2. Sign-Up Process

Client-Facing Document

The Process: From Start to Finish

Service Risk Advisor Service

*Risk Advisor is copied on client follow-up.

Mar-Com Dept., usually Connor Hedlund, sends Sign-Up Confirmation to relevant Risk Advisor(s) and Service. This step triggers the client follow-up step.

Step 1. Proposal/Renewal Conversation

• Standard Procedure: When should I use this form?
• New account to agency
• Renewal
• Change in decision maker
• “Knowledge is Power” document will help explain
• ur communications, the “Communications Sign-

Up” form will collect the information.

• For Campaign: Don’t Wait! Gather the information

and sign your clients up ASAP.

• Consider this campaign a catch-up exercise. If you have

a top account that needs to be added, don’t wait until renewal to sign them up for our communications.

• Send the client an email or give them a call letting them

know you’re signing them up and what to expect.

• 2. Sign-Up Process

Step 2. Submit Sign-Up to Mar-Com Dept.

• Go to www.northriskpartners.com/signups, password: connect
• These forms are for internal use only.
• For Campaign: Advisors will only need to use the ‘Add Account’ and ‘Get Support’ forms.
• 2. Sign-Up Process

Step 3. Mar-Com Dept. Enters Account

*Image shows an example of a properly added account with contacts in Zywave.

Step 3. Mar-Com Dept. Enters Account

Custom lists Mar-Com manages:

• Employer vs. Non-Employer
• Division
• Service Advisor
• Industry
• Employee Size
• Line of Business
• Account Revenue Ranking
• Follow DOT Regulations?
• Health Reimbursement Account?
• Self-Funded Medical Plan?
• Employee Wellness Resources?

Step 4. Client Follow-Up

• Once in our system, contacts are automatically set to receive event

invites and regulatory updates.

• The client follow-up only pertains to MyWave Connect portal access

and the communications digests they receive via MyWave Connect.

• 2. Sign-Up Process

Step 4. Client Follow-Up

• Mar-Com Dept. sends MyWave Credentials email to the client from the email address of

the NRP rep who submitted the form.

• This email contains a unique link to the client’s portal. The link will expire within 72 hours.

Step 4. Client Follow-Up

• Mar-Com Dept. sends Sign-Up Confirmation email to relevant risk and service advisors.
• The email will be directed to the advisor who submitted the form. They are expected to conduct the follow-

up with the client.

• Suggested follow-up language, client login instructions, and attachments are provided to the advisor in this

email.

Sign-Up Demo

The Process: From Start to Finish

Service Risk Advisor Service

*Risk Advisor is copied on client follow-up.

Mar-Com Dept., usually Connor Hedlund, sends Sign-Up Confirmation to relevant Risk Advisor(s) and Service. This step triggers the client follow-up step.

Where do I find the PDF form and online forms?

Both the Client Communications Sign-Up form and online submission forms can be found at:

www.northriskpartners.com/signups, password: connect

Defining a Successful Sign-Up

• 1. Complete account and contact information.
• 2. Effective communication and follow-up with client once they’ve

been signed up to ensure portal access is gained.

* A sign-up or update to our system ultimately starts with the risk advisor or service team identifying a need for one. Be proactive and communicate.

Schedule Moving Forward

• Friday, May 5th – Risk advisors with accounts in the top 500 will receive their

account list.

• Monday, May 8th – Announcement of advisor goals, Mar-Com will begin tracking

list progression.

• Tuesday, May 9th – Client-facing webinar titled Meet Your MyWave Connect
• Portal. Advisors are encouraged to attend.
• Thursday, May 11th – First progress email sent to advisors.
• Coming Soon…
• Launch of our North Risk Partners Services Hotline
• Get your accounts in Zywave now. We’ll be promoting the new hotline via our email lists in Zywave.
• VAS Sponsored Hour spending model and guidance

Who do I ask for help?

Primary Email: Connor Hedlund (connor.hedlund@northriskpartners.com) Secondary Email: Mar-Com Dept. (marcom@northriskpartners.com)