The Canadian Institute of Actuaries (CIA) represents a profession associated with helping others mitigate risks. However, in order for the role of actuaries to become better known among its target audiences, the CIA also recognizes the need to take some risks with its communication efforts.
That’s where our team comes in. After being in market in 2016 with a campaign showing the impact actuaries can have in changing the future of health care, the Institute came to us again this year looking to take another bold step forward — this time positioning actuaries as big data experts who can use predictive modeling to help turn complex raw information into clear action.
Actuaries point the way
Together, Banfield and the CIA developed the Actuaries point the way creative platform. This concept is meant to inform decision-makers on the impact that hiring an actuary for a big data position can have in both traditional and emerging industries, and ultimately to increase employment opportunities for them across the country.
To do this, we built a six-week integrated campaign that includes video, digital and print ads, social media, sponsored content, as well as a landing page on the CIA website. The campaign is running nationally, in both English and French, in a variety of media including The Globe and Mail, La Presse, National Post and Report on Business Magazine.
Creating connections in a digital world
The landing page opens on a 30-second video introducing the challenges of the big data revolution, and presents actuaries as a solution for organizations looking to “turn big data into big opportunities”. Web visitors can also read an article on Insurance in the Age of Big Data and discover the stories of real Canadian actuaries working as big data experts. Animated graphics also bring key statistics to life, while links drive traffic to the CIA’s Hire an Actuary and Advertise a Job pages. Lastly, a form allows visitors to ask for help to bring an actuary on board.
A key goal of the initiative is to further increase the Institute’s presence on social media by engaging audiences through weekly posts on Facebook, Twitter and LinkedIn. These posts cover a variety of topics related to big data and the role actuaries can play in it. CIA members and other stakeholders are encouraged to view the content and share it with their own networks.
Helping organizations capitalize on opportunities
Banfield is excited to once again have a chance to help actuaries be considered for roles they are not typically associated with. Our experience working with other clients in a range of different sectors has shown us first-hand the importance of harnessing big data to succeed in the information age.
So in a way, we can say that the focus of this campaign was “worth the risk” because it came with the reward of helping connect together people and organizations on both sides of the big data revolution — something that’s good for business for all parties involved.