Recurring Role: Insurance Agent Stars in Web Series

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American Modern Insurance Group: The Build

Listen to the Friday, Jan. 24, 2014, radio interview of Adam Boca with Kentucky’s 93 WKCT News Talk radio about his fourth episode on the popular web series, The BUILD. Adam, a licensed insurance agent with the National Corvette Museum in Bowling Green, KY, filmed a series of episodes in June 2013 that began airing in January.

The series, with thousands of viewers tuning in via YouTube and Facebook, follows the step-by-step rebuild and restoration of a classic 1965 Chevelle Malibu SS.

The BUILD is sponsored by American Modern Insurance Group, a Kimball Communications’ client, and is filmed just outside Cincinnati, Ohio.

Why it’s a bad idea to link Facebook and Twitter posts

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I sometimes cringe when I see Facebook and Twitter posts/accounts linked. Linking accounts automatically posts the same content from one account directly to another account. My initial thought when I see a Facebook account linked to a Twitter account or vice versa is a robot is running the account. I fear no one is listening to their customers on a given platform if the two are linked.

Brands may think it makes sense to link these accounts for a few different reasons. Someone running the account simply may not realize he/she should not be linking the accounts. Brands may think it saves a significant amount of time and cuts out a step.

Though it may save brands a minute or two, it may hurt the business in the long run. Yet, some companies still link their posts. Below, I’ll discuss why it make sense not to connect Facebook and Twitter accounts.

striatic / Foter.com / CC BY

Here are a few reasons not to link Facebook and Twitter posts/accounts:

  • Linking accounts gives brands a robotic feel. It can make it seem like brands are not listening.
  • Less clicks may occur when posts are the same across networks.
  • It lacks personality. It’s like a machine is just spewing out information and tweets instead of a human.
  • There’s no conversation/engagement when Facebook is linked to Twitter. Brands could be engaging with other accounts and mentioning Twitter handles.
  • Often people pause when they see accounts linked and may be less likely to visit a page.

If time is an issue, which it is for most, take advantage of a social media management platform. This will allow brands to login to one account to manage multiple social media networks. This way businesses won’t have to login to Facebook and Twitter separately. We like HootSuite and SproutSocial for managing our accounts.

Photo credit: striatic / Foter.com / CC BY

Larissa Tosch Named Chief Information Officer of Glatfelter Insurance Group

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YORK, Pa., Jan. 6, 2014—Glatfelter Insurance Group (GIG), an all-lines, full-service insurance broker, today announced the promotion of Larissa Tosch to vice president/chief information officer (CIO). In this new role, Tosch is responsible for leading and overseeing GIG’s information technology infrastructure and staff, as well as application systems.

A GIG associate since August 1999, Tosch has worked through positions of increasing responsibility and leadership, most recently serving as applications director. In 2009, she began GIG’s PMO program and governance initiatives, and managed nearly all of the company’s insurance applications at various times.

She was previously manager of business systems and an application developer, and she has also worked closely with the GIG business unit. Tosch has a bachelor of science degree in Computer Science from Elizabethtown College and is currently pursuing an MBA at York College.

“We’re fortunate to have Larissa step up to this very important position,” said Anthony P. Campisi, president/CEO of GIG. “Her significant experience—in IT, insurance and at Glatfelter—makes her a perfect fit and we look forward to her contributions in the years ahead.”

Tosch assumed the role of vice president/CIO effective January 1, 2014. She replaces retiring CIO Wayne Umland, who held the position for 16 years.

About Glatfelter Insurance Group
Founded in 1951, Glatfelter Insurance Group (www.glatfelters.com) is an all-lines, full-service insurance broker marketing property, casualty, life, accident and health insurance products and risk management services on both a retail and wholesale/specialty basis throughout the United States. The company is headquartered in York, Pa., with five marketing offices across the country and a network of more than 4,500 independent agents and brokers. An employee-owned company, Glatfelter has more than 500 associates serving the insurance needs of more than 30,000 clients in all 50 states, placing it among the top 25 privately owned insurance brokers in the U.S.

Ecopax Introduces New To-Go Paper Container Line

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Athena collection offers food service providers customization options, quality

EASTON, Pa. —Jan. 6, 2014— Ecopax Inc., a leading manufacturer of single-use plates and takeout containers based in the Lehigh Valley, today introduces its Athena paper container product line. Acutely aware of foodservice operators’ needs in today’s competitive marketplace, this product line strikes a balance among end-user experience, performance and aesthetic appeal.

The Athena line differs from many round paper containers currently in the marketplace by avoiding the high, bucket-shaped walls that detract from the end-user experience. The Athena line’s lower-wall design results in consumers enjoying the familiar experience of eating out of a bowl rather than trying to eat out of a bucket.

The Athena line is suitable for both cold and hot meals. Salads are well presented through the crystal clear lid, which is also vented to insure hot foods remain fresh. Moreover, Ecopax engineered the rim of the containers to securely snap shut, resulting in a secure fit that prevents leakage.

Custom printing is another feature of the Athena line. Multi-color graphics and QR codes are an essential channel to connect with customers. Foodservice operators can leverage the feature for branding, post-purchase advertising and promotions.

“Great packaging enhances customer satisfaction,” said Christina Wong, vice president of operations for Ecopax. “Our new paper containers offer performance and aesthetics. They are the perfect substitution to monochromatic plastic packages. Our customers will be able to better engage their end-users through customized messaging.”

The Athena line is available in three sizes — 24oz., 32 oz. and 48 oz. Ecopax also offers Athena line with a microwave safe feature.

ABOUT ECOPAX
Ecopax is a leading manufacturer of single-use takeout containers and consumer tabletop ware that are made with foam, paper and plastic designed to accommodate a variety of needs in the food service and consumer industries. For more information, please call (484) 546-0700 or visit EcopaxInc.com.

3 Business Success Trends for 2014

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take the plungeWelcome to 2014. This year will be more competitive. This year, the marketing din is going to get a lot louder. This year is also going to be the year you get savvy about marketing your small or medium size business. To help you do so, here are three trends that will affect the business landscape, and your own bottom lines.

Social Media Is Not Optional. The days of just dipping your toe in the social media waters are long gone (circa 2011). You’re either engaged in social media marketing or you’re not, and – trust me on this one – you have to be engaged. No modern, effective marketing plan is complete without a social media component. Get expert advice on how to start. Pick your platforms with care. Develop a content strategy that is authentic to your brand and develop protocols and best practices for conversing with your followers. When all of that is done, then you can jump into the social media pool. (Remember, no toe dipping. This year calls for a full on, no hesitation cannon ball into the deep end – but you have to plan it out first.)

The Value of Public Relations Is Growing. While publishers may be consolidating media outlets, the ironic twist is the demand for quality content is disproportionately expanding. What this means for your brand is opportunity; opportunity to develop meaningful content and, more importantly, content people want to share. One caveat – that content must rarely be brand-centric. While the content should be relevant to your space, it cannot put your brand front-and-center if you want it to be seen as authoritative, authentic and of innate value to the public. PR is increasingly going to require a mix of earned and owned media, but that owned media – if executed well – can pay significant dividends. This content marketing (or brand journalism) trend is growing rapidly, and your public relations advisor or team needs to be leading the charge.

Smartphones Are Windows to the World. As mobile access continues to become part of everyone’s new normal, brands need to consider how to engage their consumer audiences via this medium. A responsive designed website is just the start of ensuring your brand and/or products are accessible on any mobile device. You’ll also want to track your website’s analytics to monitor your level of mobile web traffic and adjust your marketing efforts accordingly. Additionally, opt-in SMS text messaging campaigns and branded Apps are two mobile marketing tools we’ll be seeing more of in the year ahead.

These and other tactics are the new business as usual tools. More and more, companies will need to adapt to the latest technologies if they want to engage with their audiences. Meanwhile, the New Year offers new challenges and ample opportunity. On behalf of everyone at Kimball Communications, may your businesses find success in overcoming the former and excel at leveraging the latter.

Health Care Council of the Lehigh Valley Awarded $276,000

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Grant from Dorothy Rider Pool Health Care Trust Funds Effort to Measure, Improve Community Health

ALLENTOWN, Pa., Dec. 16, 2013 – The Health Care Council of the Lehigh Valley (HCCLV) today announced it received a grant of $276,000 from The Dorothy Rider Pool Health Care Trust. The 18-month grant will provide funding through May 2015 to support the HCCLV’s charge to assess and measurably improve the health of the Lehigh Valley’s citizens.

The HCCLV membership is comprised of the Allentown Health Bureau, Bethlehem Health Bureau, Good Shepherd Rehabilitation Network, KidsPeace Mental Health Network, Lehigh Valley Health Network, Sacred Heart Healthcare System, St. Luke’s University Health Network and The Dorothy Rider Pool Health Care Trust.

“By bringing together the expertise and resources of the region’s health care systems in a common cause under the HCCLV umbrella, we intend to create a demonstrable, sustained and positive impact on the health of the residents of the Lehigh Valley,” said Ronald C. Dendas, Program Officer for the Pool Trust.

In 2013, the HCCLV completed a Community Health Needs Assessment for the Lehigh Valley, as required by the U.S. Affordable Care Act. As part of that assessment, HCCLV identified the leading causes of death and illness in the community that can be improved by better access to care, promoting healthy lifestyles and behaviors, addressing social causes of health and health disparities and enhancing the collection and dissemination of health information.

The grant will be used by HCCLV to fund a Youth Risk Behavior Assessment, engage with communities and their leaders, and hire a project manager who will coordinate services and resources of its member organizations. The project manager will also oversee several planned community-based participatory research projects and assessments, including developing the framework for the 2016 Community Health Assessment. In addition, the HCCLV will seek community communications assistance to aid in maximizing community engagement and sharing the group’s progress with the greater Lehigh Valley.

ABOUT HCCLV
The Health Care Council of the Lehigh Valley (HCCLV) was formed to assess the health of the citizens of the Lehigh Valley as well as to create a plan for broadly improving the health of those within the community. HCCLV coordinates the efforts of member health care organizations that include Allentown Health Bureau, Bethlehem Health Bureau, Good Shepherd Rehabilitation Network, KidsPeace Mental Health Network, Lehigh Valley Health Network, Sacred Heart Healthcare System, St. Luke’s University Health Network and The Dorothy Rider Pool Health Care Trust.

4 Social Media Mistakes Brands Make

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Social media can enhance brands, but sometimes brands make social media errors that could potentially hurt its reputation. Let’s face it, not all brand are flawless when it comes to social media. Brands large and small have all made a mistake at one point or another, but you don’t want your brand to lose credibility due to social media mistakes.

Social media platforms should be a priority. After all, posts are there for everyone to see. Below are 4 common social media mistakes brands make.

fireflythegreat / Foter.com / CC BY

Don’t Make These Mistakes

  • Incorrect links. Nothing is worse than coming across an article with a link that leads to the wrong website or does not work. Always double check links!
  • Long links. The never ending link is hard on the eyes and it can appear spammy. Please use a link shortener.
  • Generic posts or irrelevant posts. Posting generic posts or completely irrelevant can make your followers stray. Be original and creative.
  • Little or no Engagement. Being a ghost on social media platforms may be the worst mistake a brand can make. Let other know you’re listening. Make a point to interact with your followers.

Those are just a few mistakes brands make. Which mistake makes you cringe the most?  Comment below.

Photo credit: fireflythegreat / Foter.com / CC BY

Glatfelter Expands Private and Charter School Program

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York, Pa. – December 3, 2013 – Glatfelter Public Practice (GPP) today announced the expansion of its private and charter school insurance program with specialized coverage for private schools, charter schools and select religious schools. The program is now available in 38 states for eligible private and religious schools and in 27 states for eligible charter schools.

Written through Zurich, rated “A+” (Superior) by A.M. Best, the program has no minimum premium and is specifically designed for private and charter schools typically smaller than other educational institutions written through GPP. It includes coverage for schools that have dormitories for student housing.

“Glatfelter has underwritten educational institutions for more than 30 years, and the number of charter schools is growing as a result of educational reform and parents’ demand for options and private schools typically represent a fairly stable market niche,” said Mark McCrary, president of Glatfelter Public Practice. “Our program is differentiated not only by our experienced and dedicated educational underwriting team, but also by the fast, easy application process and enhanced commission for agents and brokers.”

The program features property, inland marine, equipment breakdown, crime, general liability, educators’ legal liability including employment practices liability, fiduciary liability, and umbrella. Student accident, environmental impairment liability and cyber liability may also be included. It has 25 property enhancements, 12 general liability enhancements and 16 automobile enhancements specially designed for educational institutions.

Please visit the GPP website for eligible states.

Agents and brokers seeking more information should call 888-855-4782 or visit www.GlatfelterPublicPractice.com.

About Glatfelter Program Managers (GPM)
GPM (www.glatfelters.com/specialty_insurance_programs.asp) is a strategic business unit dedicated to Glatfelter Insurance Group’s program business. Based in York, Pa., GPM is one of the premier managers and recognized specialists of niche markets in the country. GPM manages and markets several specialty programs, including Glatfelter Public Practice for educational institutions, municipalities, independent school bus contractors and water/sewer entities; VFIS for fire departments, ambulance and rescue squads, and 911 centers; Glatfelter Healthcare Practice for skilled care, assisted living, independent living, continuing care retirement communities (CCRCs), personal care and group homes, hospice, home health care agencies and other private homecare agencies; and Glatfelter Religious Practice for churches, synagogues and other religious institutions.

Ecopax Announces Hiring Efforts Following Plant Expansion

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Easton-based Manufacturer Invests $6 Million in Infrastructure, New Hires

EASTON, Pa. —Nov. 19, 2013— Ecopax Inc., a leading manufacturer of single-use plates and takeout containers based in the Lehigh Valley, today announces the completion of a $3.7 million equipment and facilities expansion that will increase the company’s manufacturing capacity and add 15 new full-time employees.

The new equipment includes one 12-ton thermoformer and one 19-ton extruder, both expected to operate at full capacity by year’s end. Additionally, six new storage silos were installed, near the Easton location’s two existing storage silos, adding to the manufacturer’s storage and production capabilities. This new equipment follows a $2.15 million, 75,000 square foot building expansion completed in 2012.

According to Christina Wong, vice president of operations for Ecopax, the plant expansion, new equipment and storage will increase Ecopax’s manufacturing capacity of single-use food containers and consumer tabletop ware by 50 percent.

“Although we were founded in 2007, the company really began to grow in 2010 and we have continued to grow rapidly,” Wong explained. “Our customizable product line of single-use foam, paper and plastic products are attractive to food service organizations and supermarkets, as well as their customers.”

Wong said Ecopax management has begun interviewing for the 15 new full-time positions, with at least two of those roles being in management. She said she hopes to have filled all 15 positions before the end of the calendar year.

ABOUT ECOPAX
Ecopax is a leading manufacturer of single-use takeout containers and consumer tabletop ware that are made with foam, paper and plastic designed to accommodate a variety of needs in the food service and consumer industries. For more information, please call (484) 546-0700 or visit EcopaxInc.com.

Apology Chips Away at the Lululemon Brand

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The merits or lack thereof regarding Chip Wilson’s comments during a recent Bloomberg TV interview not withstanding, when the public takes umbrage with statements made on behalf of a brand there are ways to apologize and ways not to apologize.

The Lululemon athletica founder’s Nov. 8 YouTube apology posted to the Lululemon Facebook page is a lesson in the latter.  Even the company he founded was careful, in response to media inquiries about Wilson’s video apology, to distance itself saying the posting was, “Chip’s reaction and statement – Lululemon did not issue one.”

The YouTube mea culpa – of sorts – starts with Wilson declaring he is “sad.” With his very first words, he failed in his attempt. Any media advisers working with him never should have let him say it. The public doesn’t care if he is sad. They do care if he takes ownership of what he said. They do care if he regrets having said it. They do care if he declares his comments as being wrong, hurtful or even ill-considered. And they do care if he apologies to those whom he might have offended. Simple and direct apologies in circumstances such as these are important. When the public is angry, don’t quibble. Apologize succinctly and with sincerity.

Second, his message seems targeted at those who work for Lululemon, and not the customers and general public he was perceived as having insulted in the Nov. 5 Bloomberg interview.

Third, aside from the distracting background gong you hear at the 10 second mark, Wilson is clearly reading from cue cards. If you want to look disinterested, disengaged and scripted during a public apology, the best way to accomplish this trifecta is to read off of cue cards into a camera.

Wilson was ill-advised in the making of this video. His lack of media training (often disregarded by businesses until – and even after – a crisis erupts) is evident in both the Bloomberg interview and in his video. Imagine how beneficial media training now seems to executives at Lululemon in retrospect. The initial damage might never have occurred.

Taking a step back from the specifics, the message is entirely wrong – as perhaps was the venue (Facebook). When messaging to employees or other internal stakeholders, keep that message out of the public eye. If you are apologizing to your loyal customers, do exactly that as plainly and sincerely as possible.

The public will generally forgive a brand and its spokespeople if they react quickly, with great care and sincerity, and if they clearly apologize and take responsibility for their words or actions. Anything less usually only compounds the problem, as Wilson has aptly demonstrated.

Effective apologies come in many forms. Unfortunately for Wilson and the brand he created, his YouTube effort is not among these forms.