One Great Brand
Three Integrated Marketing Programs

Branding Program

Creating and implementing a unified brand strategy that publicly distinguishes and differentiates the actuary brand from competing professionals is the focus of the Branding Program.  This program will focus on establishing the value proposition and brand promise for the North American actuarial profession. It will ensure brand messaging is consistently applied and positively received in the minds of key stakeholders.

Highlights of Branding Campaign

• Refinement and re-articulation of the actuarial value proposition.
• Conceptualization and communication of the brand promise.
• Reinforcement of the brand across multiple media through words and images.
• Message coordination across professional organizations.
• Full integration into Marketing and Market Development Plan programs

Grassroots

Helping actuaries promote themselves and the profession from the “bottom up” is the focus of the Grassroots Program. This program identifies, encourages and empowers actuaries to promote their brand within the profession and to employers. It also enables change agents to promote the value of engagement to peers, thus creating a self-sustaining network. Ultimately, a self-sustaining, growing grassroots community will drive new ideas, new thinking, new brand-promoting activities, and a “movement” that results in a large piece of the Marketing & Market Development Plan being “owned” by the profession.

Grassroots Resources May Include:

• Practical guidance on how to become a better communicator.
• Content supporting the brand promise.
• Networking with other grassroots participants.
• Recognition to those who are promoting themselves and the profession.
• Models from other successful grassroots efforts.
• Personal advocacy plan to track and manage your professional development progress.

Public Relations

Beginning in 2006, the SOA—in partnership with other key North American actuarial organizations—will launch an aggressive multi-year public relations program designed to brand the actuary as a 21st century thought leader. The program will combine traditional and nontraditional delivery mechanisms—press releases, media briefings, a spokesperson network, content development, digital media and events—to reach targeted audiences including actuaries (members and candidates), business media, traditional insurance and benefits employers and broader financial services employers.

Highlights of 2006 Public Relations Activities

• Metrics system for determining baseline measurements.
• PR support system to take the redefined brand and instill it in actuaries themselves, and traditional employers, while introducing this brand to the broader financial services sector.
• Products and services such as research initiatives will be used to promote increased awareness and understanding about the value of actuaries, to the business media and actuaries themselves.
• Spokesperson network to showcase “pioneers” who reflect key attributes of the brand ensuring that key messages to target audiences are delivered by those who exude business savvy and have exemplary communication skills.
• Key messages database to reinforce the brand consistently across all audiences.
• Virtual pressroom to provide the news media with a positive user experience so that actuaries are perceived as the leading expert on issues affecting the profession.
• Push strategy to generate publicity opportunities including bylined articles and editorial board submissions and ensure that key messages appear beyond traditional venues and mediums.

Journey to the Future – the Marketing and Market Development Plan

Read about how the SOA and the North American actuarial organizations are marketing the profession. Learn More