Establishing
A Thought Leader
Aon Programs
Services Provided
Survey Creation & Execution
Media Relations
Content Creation
Social Media
Project
While Aon Affinity maintained a large network of insurance agents and brokers, most didn’t understand the full scope of specialty insurance options the company offered. It launched Aon Programs as vehicle to facilitate cross-selling and turned to RPG to help introduce the new effort to the industry.
Our Approach
The RPG team designed a thought leadership strategy to showcase the client’s expansive expertise and capabilities in an engaging way.
To kick off the program, the agency fielded a survey to Aon Programs’ client and prospect database, yielding more than 500 responses, to generate data and insights for thought leadership content as well as for Aon Programs’ business development team.
That initial round of data helped shape an eight page e-book about specialty insurance trends, a piece that fueled media coverage and ongoing social media content.
The RPG team generated three rounds of coverage in the insurance industry media for the insights:
And the agency’s social media strategy drove the thought leadership through short videos, themed graphic campaigns, data spotlights and media coverage shares. This social media push helped nearly triple Aon Programs’ LinkedIn following by the end of the year.
The Results
respondents
placements
Impressions
following up