The Ontario Broker - April 2019 - 29

O

ver the past few years at the IBAO,
marketing has mostly been internally
focused. We've built out communication
platforms to engage members on
various initiatives, educational
opportunities and industry affairs. But to tackle some
of the emerging issues brokers face today, we've recently
extended our reach.
Millennials have become the largest generation in
Canada, with the greatest propensity to research and
shop for products and services online. Given numbers
and trends, it's become critical to refocus on this
consumer demographic to highlight how insurance
brokers help protect their most important assets and
biggest liabilities.
As the industry struggles to find the talent it needs
to thrive, it's also become crucial to hype the broker
channel as the rewarding, limitless career it is to the next
generation of Ontario's workforce.
As brokers well know, the misconceptions about
insurance are widespread, from the reasons behind
increased premiums to who's responsible for rate setting
to the misjudgment that insurance and being a broker are
boring. It's easy to come up with a list of common myths
about the industry; what's challenging is addressing
them in a meaningful way.

ONTARIO
BROKERS

While the IBAO's actively advocated on behalf of
brokers with government and insurance companies,
we've relied mostly on members to promote their
value as partners and employers to the public. But the
association offers a great vantage point to challenge
some of these misconceptions, especially the
misinterpretation of boredom. The brokers I've had
great fortune to meet are some of the liveliest, brightest
and most passionate people I've come to know, who
take immense interest and pride in the work they do
protecting consumers against risk.

WE THE EXPERTS
BY NORAH BLACK, DIRECTOR, MARKETING & COMMUNICATIONS, IBAO

Over the last few months we've unveiled our Ontario
Brokers campaign to increase brand awareness
of insurance brokers across the province. We're
repositioning the channel, promoting the service brokers
provide, highlighting the value they bring consumers
and positioning the profession as a rewarding career. The
goal is to spread these messages to as many Ontarians as
we can in a light-hearted and engaging way.
We chose video to stand out online, creating two separate
series-one that presents everyday scenarios to suggest
that some things are better left to experts, and one that asks
IBAO Members what they do and why they love doing it.

WWW.IBAO.ORG

29

APRIL 2019


http://WWW.IBAO.ORG

The Ontario Broker - April 2019

Table of Contents for the Digital Edition of The Ontario Broker - April 2019

In This Issue
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The Ontario Broker - April 2019 - Cover2
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The Ontario Broker - April 2019 - In This Issue
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The Ontario Broker - April 2019 - Cover4
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