PEMCO’s Playbook:

“NW Crowdsourcing – A Little Different”

Rod Brooks CMO – PEMCO Insurance

@NW_Mktg_Guy

Wil Merritt CEO – ZOOPPA

@WilMerritt

• Integrity

•Responsibility

•Courage

WOMMA Summit - 2010

• Integrity

•Responsibility

•Courage

The ZOOPPA story

• Crowdsourcing the art of brand messaging

with a global creative community of over

175,000 members

• Headquarters in Seattle, WA w/ offices in

Europe and S. America

• Integrity

•Responsibility

•Courage

Dream big!

• Integrity

•Responsibility

•Courage

Dream big!

“Show me

that you

know me

in ways

that others

don’t”

Engage your audience

Engage your audience

Engage your audience

• Integrity

•Responsibility

•Courage

“If you see

someone

without a

smile, give

them yours!” - Stanley O. McNaughton

Former PEMCO C.E.O.

Smiles lead to conversations

• Integrity

•Responsibility

•Courage

Smiles lead to conversations

• Integrity

•Responsibility

•Courage

Likeable means talkable!

• Integrity

•Responsibility

•Courage

Sponsored by a

company I would like…….

69% 77% 90%

Look forward to more…….

Positive overall reaction....

Likeable means talkable!

• Integrity

•Responsibility

•Courage

The goal

“Increase consumer

engagement with

the PEMCO brand”

• Creative concepts

• Video content

• Crowdsourcing experience

• Integrity

•Responsibility

•Courage

The plan – Draw them in.

“Invite the community to play our game.”

• 30-60 second video

• Original content

• Judging / Public vote

• Cash and prizes

• Incorporated into

PEMCO NW Profile

campaign

Share your story

• Integrity

•Responsibility

•Courage

Concept Planning

Launch minus 5 months

ZOOPPA Platform Launch

Sept. 5

Submissions Open

Sept. 17 – Oct. 25

Judging Complete

Nov. 2

Public Voting Closes

Oct. 31

Implementation

Winner Announced

Nov. 5

Two months from launch to winner

• Integrity

•Responsibility

•Courage

• Integrity

•Responsibility

•Courage

Playing by the rules

• Open to anyone 18 years

old or older

• Original and authentic idea

• No use of protected assets

• Completed questionnaire

• All submissions must include a release for the video

and agreement for PEMCO to own the content

and publicly use in any marketing form

Simple and legal

• Integrity

•Responsibility

•Courage

Anticipate questions

• Who is eligible to enter?

• What is the process?

• How many entries

may I submit?

• How is copyright

protection handled?

• Who decides on

the winners?

• When will winners be

announced / paid?

• Integrity

•Responsibility

•Courage

Hyper-local celebrity judges

Representing:

"Walla Walla Wine Wine Woman

Woman"

Allison Helfen Co-owner of The Wine Alley Four-time winner, Best Wine Shop. KING 5 Evening Magazines Best of Western Washington,

• Integrity

•Responsibility

•Courage

Hyper-local celebrity judges

Representing:

“Skis In The Rain Guy"

John Gifford President , (PNSAA) Pacific NW Ski Areas Assn.

• Integrity

•Responsibility

•Courage

Hyper-local celebrity judges

Representing:

“Blue Tarp Campers

Ron Judd Seattle Times columnist Author: “The Blue Tarp Bible”

• Integrity

•Responsibility

•Courage

Hyper-local celebrity judges

Representing:

“Supercharged Seahawk’s Fan"

“Big Lo” Lorin Sandretzky Big Lo hasn’t missed a single Seahawk’s game in 27 years. He’s Seattle’s biggest sports fan!

• Integrity

•Responsibility

•Courage

Hyper-local celebrity judges

Representing:

“Belltown Uber Foodie"

Henry Dardenne Actor and voice of PEMCO’s We’re A Lot Like You campaign.. Henry has passion for great food and wine.

• Integrity

•Responsibility

•Courage

Offer multiple

launch sites to

attract more

entries

• Integrity

•Responsibility

•Courage

Audition tab

• Integrity

•Responsibility

•Courage

Popular vote

$1,000 $500 $250

• Integrity

•Responsibility

•Courage

Judges selections

$5,000

• Integrity

•Responsibility

•Courage

• Integrity

•Responsibility

•Courage

Promotions

Build awareness and drive participation

• Know your

talkers

• Give them

something to

talk about

• Make it

easy to share

• Integrity

•Responsibility

•Courage

Media

Owned

Earned Paid

PEMCO’s

promotional plan was

updated

weekly to

optimize results

• Integrity

•Responsibility

•Courage

Entries started to arrive

• Integrity

•Responsibility

•Courage

Self-Promotion

• Integrity

•Responsibility

•Courage

Results

Measure Goal Actual

Contest Weeks 10 6

Videos Entered 75 43

Video Makers 60 33

Unique Visitors 3000 6379

• Integrity

•Responsibility

•Courage

Metrics

• 14 • 17

• 19

• 3

Great (High potential for profiles)

Good (Might use for profiles )

Fair (Likely wouldn’t use for profiles )

Questionable Taste (disallowed)

QUALITY

• Integrity

•Responsibility

•Courage

Metrics – Statistics and summary

Twitter Mentions: 250+ Bloggers

Contacted

600+ Organizations

Contacted

12,919 Visits

143 Materials

Downloaded

6,379 Unique

Visitors

1,442 Unique

Voters

56,754 Page

Views

Twitter Mentions:

• Integrity

•Responsibility

•Courage

Metrics

PEMCO Social Platforms

Facebook – 315,000 views

Twitter – 162,000 views

• Integrity

•Responsibility

•Courage

Northwest Profile #107

The

Co-Op

Guy

Top public vote!

• Integrity

•Responsibility

•Courage

Judged to be our winner!

• Integrity

•Responsibility

•Courage

Lessons learned

• Start with strategy and clarify objectives

• Determine success measures up front

• Challenge the implementation details

• Resist the urge to be too prescriptive

• Adjust as needed

• Earlier introduction &

use of celebrity judges

• To vote and share easily

& daily is critical

Rod Brooks CMO – PEMCO Insurance

@NW_Mktg_Guy

Wil Merritt CEO – ZOOPPA

@WilMerritt