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 • 3 rd 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 on 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 Re Regula lato tory y Upda pdates Communica icatio ions Di Digest (Webinars/Seminars) (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 Service *Risk Advisor is copied on client follow-up. Risk Advisor 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 our 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 • Follow DOT Regulations? • Division • Health Reimbursement Account? • Service Advisor • Self-Funded Medical Plan? • Industry • Employee Wellness Resources? • Employee Size • Line of Business • Account Revenue Ranking
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 Service *Risk Advisor is copied on client follow-up. Risk Advisor 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.
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