Reputational Return of Community Engagement Vicky Dinges Vice President - Public Social Responsibility and Enterprise Communications

“Allstate is a part of society, not apart from society” – Tom Wilson, Allstate CEO

Agenda Allstate Corporate Relations Overview Building Our Reputation Strategy – The Katrina Story Importance of Reputational Leadership Discussion Topics Questions

CORPORATE RELATIONS AT ALLSTATE Media Public Social Responsibility The Allstate Foundation Enterprise Communications Reputation CEO Support Regional Support Advocacy Strategy

ALLSTATE’S CORPORATE RELATIONS PRIORITIES

COMMUNITY ENGAGEMENT EARNS ALMOST 200M IMPRESSIONS FOR 2012

Importance of Reputational Leadership – Katrina Story 2005 – Worst Natural Catastrophe in Allstate’s 80 Year History

KATRINA RESPONSE First to reach downtown New Orleans Within two weeks, had 4,000 claims adjusters helping 200,000 customers Employees personally devastated devoted significant time to help customers

KATRINA RESPONSE Focused on rebuilding New Orleans’ non-profit community ­ Established $700,000 Hurricane Recovery Fund ­ Employees / company contributed $4M to Red Cross ­ Partnered with Urban Institute and LANO ­ Launched Little Hands playground initiative ­ Committed to long term

KATRINA STORY

“This needs to be said. Thank goodness Allstate stepped up – with money and volunteers – when others wouldn’t. We need 10 more Allstate Foundations working in our city…” - Babs Johnson, New Orleans, January 2008 KATRINA RESPONSE Unsolicited Letter-to-the-Editor in Allstate’s Favor

The Importance of Reputational Leadership Companies identified as most admired by their peers and consumers benefit from direct financial returns

It is no longer enough for companies to offer attractive products or services Consumer trust must be earned through an emotional connection Moving from average to strong reputation increases Consideration 11% 11% The Importance of Reputational Leadership

Reputation Leadership Strategy Phase I – Develop Basic Reputation Program Phase II – Build Comprehensive Reputation System Phase III – Increase Awareness and Engagement

Copyright © 2010 Reputation Institute. All rights reserved. 17.7% 12.7 % 13.5% 13.1 % 12.9% 14.3 % 15.8 % 18.1%12.7% 13.2%12.8% 13.3%14.2% 15.7% OUR REPUTATION MODEL: 7 DIMENSIONS TO DRIVE ESTEEM, ADMIRATION, FEELING and TRUST IN THE ALLSTATE BRAND

Proprietary & Confidential Reputation By Stakeholder Agency Owners Customers Opinion Leaders Employees Consumers Policy Makers Investors

Proprietary & Confidential Excellent Weak Average / Moderate Strong 8484 Create Advocates Build Credibility & Trust Increase Awareness & Demonstrate Consumer Expectations Build Alignment & Engagement Stakeholder Scores Reputation Priorities

Introduce Branded Theme Focused on internal audience first Drive Awareness, Participation and Demand CAMPAIGN STRATEGIES

Internal Communication Blitz Launch ongoing “surround sound” communications Leverage national and regional communication channels Actively involve employee network groups Increased scale of Allstate Ambassador program BUILD INTERNAL VISIBILITY

Community Involvement e-Newsletter Officer Board Participation National Volunteerism Social Media Outreach Singer Taylor Swift presents award during The Allstate Foundation Teen Safe Driving Program Contest BUILD EXTERNAL VISIBILITY

Increase agency owner awareness: 4% Increase employee awareness: 3% Fortune’s Most Admired Companies RETURN ON REPUTATION (ROR vs ROI)

Katrina Story Today – Catalyst for Positive Change Non-profit community redevelopment became national model Community leader partnership Rebuilding efforts ­ Sugar Bowl ­ Seven new playgrounds

v BE HANDS ON! GIVING BACK IS GOOD FOR BUSINESS