– Communication measures are based on If's communication goals that we have derived from If's strategy and business goals. We want to be an insurance company that stands by your side. Highlighting this position is central to our media communications”, says Ainomaija Pippuri, If's Communications Director, IF Insurance, Finland.
Brand Building Effect deepens measurement from quantity to quality
– In communication related to damage prevention, everyday safety and current affairs are emphasized, for example by taking into account different seasons. Surveys and research play an important role in linking messages to opinions of Finns and their everyday life.
– Measuring If's media visibility focuses on, among other things, the most important news events of the past period, the visibility of experts and how publicity is distributed among the topics that are important to If. The Brand Building Effect meter, which illustrates the qualitative reach of communication, is accompanied by an analysis report. The metric weighs media hits based on their tone, how prominently If is featured in them, and the readership of the media outlets.
