Allstate

Thought Leadership Platform

Project Overview: Allstate engaged our team to develop a thought leadership platform that aligns with their corporate brand and social impact mission. The project evolved from creating a digital hub for storytelling to establishing a comprehensive platform for recognizing and supporting community change-makers.

Objectives:

  1. Develop a compelling and flexible thought leadership vision

  2. Create a branded platform to showcase local stories of innovation

  3. Build a community around the concept of renewal and social change

  4. Establish Allstate as a champion for consumer rights and social impact

Key Challenges

  1. Evolving the consumer empowerment landscape

  2. Maintaining relevance over time

  3. Balancing Allstate's brand with grassroots storytelling

Solutions

  1. Shifting strategy to focus on championing consumer rights

  2. Continuous evolution of platform strategy and content focus

  3. Developed a logo that combined Allstate's brand mark with The Renewal Project's identity

Scope

  1. Branded thought leadership platform

  2. Digital hub with daily content updates

  3. Weekly newsletter

  4. Social media presence

  5. Quarterly local events

  6. Annual Renewal Awards program

Methodology & Approach

    • Crafted brand strategy for the thought leadership platform

    • Developed the name "The Renewal Project"

    • Created visual identity and editorial voice

    • Designed and built the digital hub

    • Established content strategy for daily updates and newsletter

    • Set up social media accounts

    • Assembled team of journalists and audience growth editors

    • Developed and implemented content calendar

    • Managed day-to-day operations of the platform

    • Organized quarterly local events

    • Planned and executed annual Renewal Awards event

    • Developed The Renewal Awards sub-brand

    • Created grant program for change-makers

    • Conducted market analysis of consumer empowerment movement

    • Led design process for new editorial positioning

    • Shifted focus to championing consumer rights

Outcomes

  1. Over 400,000 annual visitors to the platform

  2. 23,000 newsletter subscribers

  3. 10% penetration of the millennial market

  4. Multiple awards for content and social impact focus

  5. 9,300 submissions for The Renewal Awards in 2019

Key Takeaways

  1. The importance of flexibility in long-term thought leadership initiatives

  2. The value of combining digital platforms with real-world events and recognition programs

  3. The need for continuous evolution to maintain relevance in changing social landscapes

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