Challenge

Allstate closed five Phoenix corporate sales and claims offices in August 2012, and moved all 400 employees to a regional headquarters in Tempe, Arizona. These offices were separated for two decades, and employees had established community roots.

Solution

To excite the employees for the new office, Allstate’s Corporate Relations team implemented a year-long internal, external and community relations campaign. We developed leadership communications, and created an “On The Move” section in our employee newsletters, which teased the latest news, as well as cultural information on nearby entertainment, restaurants and festivals.

Execution

Allstate celebrated the office grand opening at the Mayhem on Mill event, which featured Tempe Chamber of Commerce, Tempe city officials and local restaurants and hotels in October. It was a half-day vendor, local food fair and ribbon cutting event that featured a “Mayhem Experience” photobooth we created for the event.

digital and physical collateral design

event planning

strategic internal communication

Local Love

One month after Mayhem on Mill, to strengthen and highlight employee’s support of our new headquarters and of our local agencies, we strategized and implemented a campaign called “Local Love,” in which employees submitted their favorite local small businesses to a large visual leaderboard, placed in a central location in the new regional office.

Employees who submitted the most names won points in an employee engagement campaign called Allstate VIP Regional Ambassadors, while the businesses they submitted received “Best of Allstate” certificates. In addition, those local business contacts were shared with local Allstate agencies as business insurance leads.

Results

%

of employees are proud to work for Allstate, according to a internal survey

Allstate employees and local agents attended the event

%

business insurance sales increased in Arizona more than any other state

2013 IABC Copper Quill Award of Merit for Communication Skills: Mayhem On Mill