Insurance Professional Skills Development Series

Personas to Insights to Tactics

Understanding your audience is the key to effective marketing. This session will dive into the role of personas in customer segmentation and how they can drive targeted, impactful marketing strategies. Learn how to develop data-driven personas using behavioral, demographic, and psychographic insights, then translate them into actionable tactics for messaging, product positioning, and channel strategy. Through the Persona-to-Tactics Framework, you’ll gain a structured approach to identifying customer pain points, refining communication strategies, and optimizing engagement. Walk away with the tools to turn insights into marketing success!

Kelly King

Lecturer

Indiana University

Crista Hassett

Senior Vice President, Events, Education, & Association Services

NAMIC

The Power of Brand Storytelling & Building Community

Great marketing isn’t just about selling a product—it’s about telling a story that resonates. In this session, we’ll explore the psychological and emotional impact of storytelling in marketing and how it builds trust and loyalty. Learn how to craft compelling brand narratives using the StoryBrand Framework and the four key components of a stellar story. Discover strategies for fostering a sense of community, turning customers into passionate brand advocates, and leveraging social media, content marketing, and events to create lasting connections. Walk away with the tools to make your brand’s story unforgettable!

Kelly King

Lecturer

Indiana University

Ethical Use of Persuasion Principles in Sales & Marketing

Persuasion is a powerful tool in marketing and sales, but in the insurance industry, trust is everything. This session explores the principles of ethical persuasion and how to apply them responsibly to build credibility with customers. Learn to recognize and address common industry biases that fuel skepticism, identify potential ethical pitfalls in marketing strategies, and avoid manipulative tactics. We’ll also cover key regulatory considerations and compliance best practices to ensure your marketing aligns with industry standards. Walk away with actionable insights to create transparent, trustworthy messaging that fosters long-term customer relationships.

Kelly King

Lecturer

Indiana University

AI Tools for Marketing and Creating Content

AI is transforming marketing, offering powerful tools for content creation, personalization, and strategy development. But how can insurance marketers leverage AI while maintaining trust and ethical integrity? This session explores AI-powered content creation tools and their applications in insurance marketing, from persona development to storytelling and persuasive messaging. Learn how to develop an AI Code of Ethics and Standard Operating Procedures that ensure a balance between automation and human oversight. Discover best practices for using AI responsibly, avoiding ethical pitfalls, and fostering transparency. Walk away with the knowledge to integrate AI into your marketing strategy—ethically and effectively.

Kelly King

Lecturer

Indiana University

Project Initiation

In this session, you'll gain insights into the capabilities companies develop and deploy to ensure project work is authorized, monitored, and delivered within a cohesive portfolio. By understanding how projects fit within broader enterprise efforts, you'll be able to define project value more effectively, gain visibility into related initiatives, and leverage enterprise capabilities for successful project execution. Additionally, you'll explore the critical steps in initiating a project, along with the essential tools and techniques to set it up for success.

Broc Pittsford

Lecturer

Indiana University

Project Planning

In this session, you'll gain a clear understanding of Work Breakdown Structures (WBS) and Project Plans, along with the fundamental concepts of project planning. Learn how a well-constructed project plan serves as more than just a task list—it’s a critical tool for guiding execution and ensuring project success. Explore essential tips and techniques to develop a plan that keeps your project on track while understanding its key components and how to select the best approach for your specific needs.

Broc Pittsford

Lecturer

Indiana University

Project Execution

Successful project execution requires a strong communication strategy and proactive management. In this session, you'll explore the key factors that keep projects on track, with a special focus on the importance of a well-defined Communication Plan. Learn how to effectively communicate with stakeholders, report project status, and avoid common pitfalls in status reporting while incorporating best practices to ensure transparency and alignment throughout the project lifecycle.

Broc Pittsford

Lecturer

Indiana University

Project Monitoring, Controlling and Closing

In this session, you'll explore the balance between controlling what you can and influencing what you cannot in project management. Discover the critical role Change Management plays in adapting to shifting project dynamics and ensuring smooth transitions. Additionally, learn how to identify the right moments to close project phases and bring a project to a successful completion, ensuring all objectives are met and stakeholders are aligned.

Broc Pittsford

Lecturer

Indiana University

Effective Leadership of High-Performing Teams | Session One

Effective Leadership of High-Performing Teams | Session Two

Effective Leadership of High-Performing Teams | Session Three

Effective Leadership of High-Performing Teams | Session Four