Project Description

The Challenge

An aging workforce presents strategic risks for companies across various industries, including insurance and risk management. With more skilled workers retiring from lifelong trades, it leaves vacancies to be filled by workers with less on-the-job expertise. This was a key issue addressed at the RIMS 2014 Annual Conference & Exhibition in Denver where Scott Steinmetz, former assistant vice president of risk services and solutions at Fireman’s Fund Insurance Company teamed up with Dr. Michaela Grimm, senior economist at Allianz Group economic Research and Corporate Development for a panel discussion titled, “Managing the Risks of an Aging Workforce Population.” Harden Partners was called upon to help promote this educational session and raise the profiles of these two risk management experts.

The Strategy

Harden Partners developed and implemented an effective PR campaign geared toward the risk management sector. Harden Partners showcased the speakers’ insight on how to manage the evolving employment and senior care landscape. The firm’s persistent outreach helped raise awareness for the Fireman’s Fund brand and provided Steinmetz and Dr. Grimm with a great opportunity to meet with editors and journalists to discuss the importance of assessing the risks posed by an increase in older as well as younger, less skilled workers, and having a risk management strategy in place. Harden Partners made a conscious effort to truly understand this problem facing the insurance industry in order to maximize media coverage.

The Results

Harden designed and executed a proactive influencer outreach plan with compelling messaging that generated a buzz with our target audience. We secured seven interviews at the RIMS Conference with key trade publications such as Property & Casualty 360 and Reactions. These meetings generated articles in outlets including Business Insurance and Insurance Business America, along with a segment on A.M. Best TV. In addition, we secured an interview with A.M. Best TV for Lauren Bailey, vice president of entertainment insurance at Fireman’s Fund to discuss their partnership with the Event Safety Alliance in an effort to reduce risks at live events.

Following the RIMS Conference, Harden developed an exclusive contributed article (“Learning from an Aging Workforce”) for Risk & Insurance as part of their Risk Insider Program. The topic resonated so well with reporters that it led to additional interviews which resulted in two features.