Allstate Brand Ambassadors

Drive consideration and preference as lender of choice for middle-market lending solutions among referral sources and prospects.

Strategy

  • Activate employee advocates around five key roles designed to enhance corporate reputation.
  • Educate and align employees on the business case for improving corporate reputation.
  • Create a grassroots approach for recruiting employees and generating excitement about the movement.
  • Leverage advocates to organically recruit employees nationwide from every office, functional area and job title.

Results

  • Activated 25% of employees from across the country as reputation advocates.
  • Engaged employees within the company and their communities.
  • Contributed one-third of employee-submitted innovation ideas for the company.
  • Increased visibility in their local communities with more than 10,000 volunteer hours.
  • Considered go-to resource for internal product knowledge, testing and feedback.

ComBlu’s Role

  • Created the private online advocates community—including design, content and functionality within client’s prescribed environment.
  • Executed multifaceted communications: email, phone, offline events and via community to reach employees in accordance with communications needs and preferences.
  • Identified early hand-raisers beyond initial advocate core and activated in a leadership role to aid in spreading movement virally.
  • Developed a dynamic and unique engagement plan with regular opportunities for participation in activities aligning with the
    movement’s mission.
  • Tracked, measured and analyzed progress against movement goals on a monthly basis.