RSA Canada - Cyber Risk Brochure
Company: RSA Canada, Toronto, ON, Canada
Entry Submitted By: Goods and Services
Company Description: RSA is one of Canada's largest insurers for both personal and commercial insurance. We're committed to partnerships with independent brokers across the country to connect their clients with competitive insurance policies and outstanding customer service.
Nomination Category: Annual Report & Other Publication Categories
Nomination Sub Category: Best Marketing or Sales Brochure or Kit - Online/Electronic
Nomination Title: RSA Cyber Risk Brochure
Date this brochure or kit was first made public: November 22, 2017
Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words).
RSA Insurance provides insurance coverage across Canada through a network of brokers. In 2017, our underwriters developed Cyber Risk, a cyber insurance package for small and medium-sized businesses. While we wanted our broker partners to know about this product, we couldn’t present it as innovative or cutting edge because RSA was considered last to market with this type of product among our competitors.
We promoted the product via emails and sales calls to our brokers. We needed to demonstrate that, while last to market, RSA’s Cyber Risk is a comprehensive policy that meets the needs of small businesses: it’s triggered by litigation due to network security or data liability events and during business interruptions, covering costs to contain and resolve breaches—the lattermost being a key competitive advantage. We also needed to show that Cyber Risk was designed with cyberattack trends in mind so customers could be certain they’d be protected into the future.
Our brochure met these objectives by:
a) laying out cyberattack risks;
b) backing up these risks with relevant statistics on their financial impact;
c) presenting Cyber Risk as a straightforward “all-encompassing solution;”
d) articulating eligibility criteria; and
e) demonstrating how Cyber Risk responded to these needs.
Provide the applicable creative and production credits for this entry:
Copy: In-house (RSA marketing department); Goods & Services Branding
Design: Goods & Services Branding