1. PUISSANCE 11 THE TIPPING POINT MANUEL GOBEILLE-LEBLANC LUOHAN WEI GABRIELLE MARTIN

2. Key TakeawaysIntroductionAnalysisStrategyImplementation AGENDA Ambition Where to play How to Win Capabilities: Execution & Implementation

3. Key TakeawaysIntroductionAnalysisStrategyImplementation CURRENT SITUATION The finance-insurance-real estate industries represent…However… Only 37% of people surveyed have a high or very high interest in a job in an insurance company

4. Key TakeawaysIntroductionAnalysisStrategyImplementation GROWING WORKFORCE DEMAND Employees in the QCA region for Puissance 11 members The insurance industry will have 12,000 employees by 2018, most of the growth coming from entry level position

5. Key TakeawaysIntroductionAnalysisStrategyImplementation KEY ISSUES Breaking down prejudices Image Local development Recruitment National and international competitiveness Skills

6. Key TakeawaysIntroductionAnalysisStrategyImplementation MAIN CHALLENGE:IMAGE BeforeAfter Entity that overseas collaborative projects Quebec City’s insurance industry Push StrategyPull Strategy Make Quebec City a better place to live through the insurance industry’s capabilities

7. Key TakeawaysIntroductionAnalysisStrategyImplementation Objectives OUR VISION 3. Social Responsibility Care for the community Foster local change Meet the yearly 300 jobs needed with qualified and motivated employees Reposition the insurance industry’s perceptual in Quebecers mind High Awareness Positive Attitude Low Awareness Negative Attitude 1.A human Company Balanced respectful Exciting careers 2.Creation and Innovation Constantly changing environment New Ideas Fresh minds

8. Key TakeawaysIntroductionAnalysisStrategyImplementation AGENDA Ambition Where to play How to Win Capabilities: Execution & Implementation

9. Key TakeawaysIntroductionAnalysisStrategyImplementation WHERE TO PLAY: CAREER INFLUENCERS Student Teachers/ School Parents Peers Media

10. Key TakeawaysIntroductionAnalysisStrategyImplementation THE TIPPING POINT: SOCIAL EPIDEMICS Influencers Students Parents Peers Role Models

11. Key TakeawaysIntroductionAnalysisStrategyImplementation A CAREER IN THE MAKING 0-5 yrs Learn logic & language 6-12 yrs Develop personality & interests 13-17 yrs Develop values 18-22 yrs Develop skills NumbersCuriosityKey facts Power to act

12. Key TakeawaysIntroductionAnalysisStrategyImplementation OUR TEACHERS Foster change through learning Strong affiliations with schools in Quebec Family guidance and support for an understanding profession Create change and emphasize the importance of the insurance sector Attract the creative minds of Quebec Community importance and well-being.

13. Key TakeawaysIntroductionAnalysisStrategyImplementation AGENDA Ambition Where to play How to Win Capabilities: Execution & Implementation

14. Key TakeawaysIntroductionAnalysisStrategyImplementation THE MESSAGE Insurance companies are societies guardians Human Innovative Responsible Exciting, dynamic, lively Ambitious, new, positive Caring, wise, connected

15. Key TakeawaysIntroductionAnalysisStrategyImplementation RESPONSIBLE: NUMBERS THAT GET YOU FAR Running 3 times a week increases life expectancy by 8 months!

16. Key TakeawaysIntroductionAnalysisStrategyImplementation HUMAN: COMMUNITY 1- STRESS 0 Biking to work reduces stress and related diseases by 5%.

17. Key TakeawaysIntroductionAnalysisStrategyImplementation MARKETING STRATEGY By leveraging the vast amount of knowledge of the insurance organizations We can identify relevant and specific facts about the community`s well being and publish these on relevant ads MediaTargetPurpose Le SoleilTeachers, ParentsMass reach Social MediaStudents, PeersEngage with relevant content WebsiteAllPlatform to get involved with P11’s mission Content: Insurance data put to use Opportunity to use organization data to create statistics that are relevant to local communities Foster sense of community with local insurance organizations

18. Key TakeawaysIntroductionAnalysisStrategyImplementation CONFERENCE Opportunity to celebrate the insurance industry’s expertise and achievement for the Quebec City community

19. Key TakeawaysIntroductionAnalysisStrategyImplementation IMPLEMENTATION 201620172018 Print Online Social Media Conference Development Phase Assessment Test

20. Key TakeawaysIntroductionAnalysisStrategyImplementation ASSESSMENT TEST (KPI) ImageSkillsRecruitment Improvement in positive perception of industry in survey Growth in the number of candidates applying for positions at Puissance Onze companies Increase in the number of bilingual candidates

21. Key TakeawaysIntroductionAnalysisStrategyImplementation BUDGET ALLOCATION $80,000 media placement (Print, online, social media) $20,000 conference Media budget allocation to be changed on an ongoing basis

22. Key TakeawaysIntroductionAnalysisStrategyImplementation RISK & MITIGATION Risks Mitigation Inability to influence target audiences through chosen mediums Competitive response from other industries to influence candidates Confusion of message between our members and Puissance Onze organization Change of medium and recalibration of media budget to reach right audiences Clear emphasis on the message at hand regarding the insurance industry Transparant communication of action plan to member organization recruiting teams

23. Key TakeawaysIntroductionAnalysisStrategyImplementation KEY TAKEAWAYS Puissance Onze priority should be to improve the insurance industries image By leveraging the dynamic message of the insurance industry The industry can benefit from a tipping point to change social perceptions within Quebec