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  • “Consumer PR is about creating excitement and interest for an idea or product and, ultimately, influencing behavior. At pan, we mix innovative thinking and creativity with the power of social and traditional media to zero in on the consumer with the right message at the right time.”Jane Carpenter,
    Vice President, Consumer Engagement Portfolio

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Case Study

Travelers

A national insurer provides consumers with timely information and guidance in response to ice storm in New England

The Challenge

In the winter of 2011, large swaths of the Northeast, Mid-Atlantic and Midwest experienced record snowfall accumulations. By Feb. 4, for instance, Boston had received 70.7 inches of snow according to the National Weather Service, nearly twice the seasonal average. As the snow storms continued, news outlets began reporting that the snow accumulation was beginning to take its toll, creating a growing number of roof collapses to residential and commercial structures alike due to ice dams.

With public safety officials racing to save sagging or collapsed structures, PAN knew there was an immediate opportunity to position Travelers as a thought leader and valued resource for consumers. As a well-respected and longtime insurance firm and Dow 30 company, one of Travelers’ hallmarks has been its ability to provide both residential and commercial customers with advice and guidance on a range of home-related issues.

The Approach

PAN immediately set out to position Travelers executive as an expert on ice dam prevention and correction and to promote internal expertise on safe snow removal from roofs. The team developed key messages for a Travelers expert spokesperson to share with the media and leveraged key publications and broadcast outlets to reach consumers. The communications effort was designed to offer education and awareness on preventing structural damage due to ice dams. Travelers shared best practices that residents and business owners could use in the event of snow and ice damage to ensure that repair work was done correctly and safely.

The Results

As a result of the campaign, PAN secured coverage in television, radio and print in the two days following the February snowstorm:

  • New England Cable News (NECN)
  • WTIC-AM Hartford
  • The Springfield Republican
  • The Greenwich Times
  • The New Britain Herald
  • The Portsmouth Herald
  • The New Jersey Star-Ledger
  • The New Haven Register
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