Tag Archives: Triple-I Amplify

Insurance Organizations Are Often Missing This…

By John Novaria

A wise insurance executive once told me, “People try to make insurance too complicated.” As a communications professional, that was music to my ears.

Don’t get me wrong. Complexity comes with the territory when your job is protecting assets while balancing the interests of policyholders, regulators and shareholders.

There has to be a counterbalance, and that’s why Triple-I exists: to demystify insurance. It’s a meaningful mission given that everyone has numerous encounters with insurance in their lifetime. A product that is essential – and often required by law – should be understandable and accessible.

Behind every insurance transaction there are trade organizations setting rates, lobbying and advocating for consumers. They’re the backbone of an industry that contributes $630 billion to the GDP, employs 2.8 million people and paid $404 billion in claims last year.

All of this doesn’t magically happen. The insurance industry functions effectively only when everyone’s on the same page. There’s power in partnership. And in order to succeed, these organizations rely on communications to work together. In fact, communicating with impact and immediacy has never been more important. In the current crisis, it’s imperative for unifying people, conveying confidence and ensuring transparency.

Over time, Triple-I has seen an increased demand for PR services from trade associations and professional organizations that have limited communications staff or seek a stronger connection to the industry. To address this need, we developed an agency model and engaged professionals with strong communications and insurance background to steer the effort.

The result is Amplify, a public relations consultancy designed to help insurance industry organizations drive increased awareness of their mission and deepen their industry engagement.

Some of our clients are the American Institute of Marine Underwriters (AIMU), Casualty Actuarial Society (CAS), Lightning Protection Institute (LPI), National Conference of Insurance Guaranty Funds (NCIGF), National Insurance Crime Bureau (NICB) and Workers Compensation Research Institute (WCRI). From coalition building to professional development to research, each plays a vital role and has unique communications challenges. To meet those challenges, Amplify draws from the collective resources of Triple-I and The Institutes, delivering a rare combination of insurance acumen and communications proficiency.

Here’s more on Amplify, and in the coming weeks we’ll be sharing some early client successes. If you want to talk about your organization and its challenges and opportunities, I love to listen.

John Novaria is executive director of Amplify. He can be reached at johnn@iii.org.

Aimu and Triple-I Amplify: An effective marketing and communications partnership

When John Miklus joined the American Institute of Marine Underwriters (AIMU) as president six years ago, he discovered the association had been in partnership with the Insurance Information Institute (Triple-I) for more than 20 years. But he wasn’t quite sure just what Triple-I did for their organizations.  He understood that Triple-I provided marketing and communications services – such as writing speeches and talking points on marine insurance issues for past presidents Walter Kramer and James Craig. But what Miklus soon came to realize and appreciate, was Triple-I’s profound understanding of the insurance business that no other marketing and communications firm provided, and the powerful partnership they had forged. 

In years past, AIMU had been hesitant, if not reluctant, to engage the media, according to Miklus.  “Working with the Triple-I changed all that. With adequate coaching and introductions to targeted media outlets, Triple-I facilitated a process that was comfortable and thoughtfully prepared. As a result, we got placement in high level media like the Wall Street Journal, and insurance trade press like Reactions magazine and AM Best-TV: taking us places we’d never been before and never thought we’d go.”  The partnership has not only heightened awareness of AIMU in the insurance industry, but with the public, making them more fully aware of the challenges facing the shipping industry and insuring marine risks.”

Triple-I Amplify is a PR consultancy built expressly for insurance organizations like AIMU, and Miklus says that partnership with Triple-I Amplify provides unique advantages his organization can’t get anywhere else. 

“It not only raises the visibility and credibility of AIMU, but also the importance and relevance of the marine insurance industry, in general,” he said.  “It’s never been more vital for a smaller niche product line to be connected to the rest of the insurance industry; our partnership with the Triple-I secures that connection.”

“This industry is much more complex than most people understand, but it’s our job to help translate subject matter into accessible information that’s easy to comprehend,” said Sean Kevelighan, president & CEO of Triple-I. “Working with our Amplify partners, we can quickly eliminate any learning curve and immediately provide marketing and communications services to meet their needs. We know this industry; we know how to communicate effectively; it’s what we do.”

The Triple-I Network

Triple-I serves approximately 70 percent of the U.S. property/casualty market (members) as well as industries that support the Triple-I mission such as trade associations, academia and think tanks (clients). We are the trusted source of unique, data-driven insights on insurance to inform and empower our clients. Another value Triple-I brings is access to distribution channels that tie clients to key industry stakeholders such as the carrier, broker and agency communities.

For 60 years, the Triple-I has been a trusted source of actionable, timely insight for consumers and professionals seeking insurance information.  We are the number one online source for insurance information. Our website, blog and social media channels offer a wealth of data-driven research, studies, whitepapers, videos, articles, infographics and other resources solely dedicated to explaining insurance and enhancing knowledge.

Amplify provides the following marketing and communication services to help elevate your brand:

If you’re interested in learning how Triple-I Amplify can help your non-profit or insurance trade association with marketing or communications services, please contact John Novaria, Managing Director, Amplify at johnn@iii.org.