Question

Topic: Branding

Need Name For Risk Education Series

Posted by csimmons on 5/19/2016 at 4:46 PM ET 250 Points
I lead the Risk Management Division for an Insurance Brokerage - 2 times per year we run the Risk Education Series for Companies, but I am now starting more Risk educational events to be held in our Risk Education Center (AKA Board Room).
Needing a name that will not confuse the two separate events (can't be called the Risk Education Series).

Need a name that will connect to our Family clients (persona - busy life, working, kids, doing well but have no time to shop around just want the right advice) and our Business Owner clients (again busy with life, 35-55 in age - growing business, doing well, have the toys, possibly a cabin, kids in university, or at home - no time to think, travel, just want the right advice and peace of mind that they are covered and there will be no big surprises.).

We offer seminars to help families hire contractors, deal with decaying infrastructure in the city, aging parents, teen drivers, and for Business Owners, look at how to help their company grow- HR issues (hiring millennials,labour laws, operational and business risks, understanding your insurance, IT issues (cyber, fraud,security), etc. Can be very diverse.

At the end of the day - our mission is to Make Companies better, Family lives safer and Business Owners lives simpler. We will attain that through bring purposeful in everything we do, by providing customized service to our clients, being educational in our approach to clients and providing solutions beyond insurance to our client. Our Key beliefs are: Put the client in the middle of everything we do,Team First, Get Better Every day and to Seek to Understand what's expected.

Any thoughts on a good name for a series of educational seminars for the Family client and the business owner client.
Thanks - can't wait to hear the feedback.
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RESPONSES

  • Posted on 5/19/2016 at 8:38 PM Accepted
    Let's start with the Positioning. What is the core benefit?

    You describe the kinds of problems you address, but I'll bet most folks don't translate them into "risk management." That's industry jargon. (Yes, I have consulted with a large Canadian insurance company.) We need to identify the compelling benefit that would make your target audience salivate for the course. ("Risk management" doesn't sound like a benefit. Too scary.)

    Next, your target audience: Too diverse. Hard to come up with a targeted benefit promise when you have segments with all those different needs.

    In short, you have a much bigger issue than naming a course -- articulating the Positioning for your business, and clearly defining the core benefit [for the client] of what you deliver. Positioning begins by understanding what the customer really wants and needs, the values, beliefs, habits, practices, attitudes and awareness that lurk in the customer's minds. If there are different needs, then you need to address each one, not throw them into a melting pot and try to appeal to all of them with a single benefit promise.
  • Posted by Mike Steffes on 5/20/2016 at 7:48 AM Accepted
    "No Surprises Seminar Series"

    "No Surprises" Seminar Series
  • Posted by Shelley Ryan on 7/12/2016 at 7:07 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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