FM Global Advertising Audit

Part
01
of two
Part
01

FM Global Social Media Scan

On the social media pages of FM Global, the content published relate to their charity work, grants issued and attendance at conferences. The mode of delivery is mainly images, videos, and articles.

PREVAILING THEME

FACEBOOK
  • The theme of FM Global’s Facebook page is its attention to the value of volunteer activities among employees of their corporate offices. In August 2019, the company showcased its volunteer services by advocating for a healthier environment through reduced pesticide use, promoting pollinator grounds and with essential planting ideas and using rainwater for irrigation.
  • Here is a link showing FM Global’s volunteer activities.
  • Another theme observed on its Facebook page is seen in its provision of grants to companies who perform services within the community. In July 2019, FM Global provided $2,500 to the local Pensacola Fire Department. This is to be used for additional smoke alarms through a smoke-free program and to provide educational pamphlets for children’s education.
  • Here is a link showing FM Global’s provision of grants.
  • FM Global’s Facebook page also includes the theme of engagement in conferences to advocate continued development of its employees. One of these conferences was attended in June 2019 in New York City. The IICF Women in Insurance Global Conference convened to discuss issues like diversity, inclusion and leadership in the workplace.
  • Here is a link showing FM Global’s attendance at a conference.

TWITTER

LINKEDIN

METHOD OF CONTENT DELIVERY

  • FM Global primarily uses links to articles on other websites that provide more information for the reader. This is observed on their Twitter page.
  • The company makes use of hashtag links which then provide additional information on their Facebook page consisting of images and videos.
  • The company advertises and promotes various topics through videos, where users can get additional information not available on the company's Facebook and Twitter page.

RESEARCH STRATEGY

To provide a wholistic overview of the type of content that FM Global publishes, we reviewed their social media pages, more specifically Facebook, Twitter, LinkedIn and YouTube. On each page, we assessed the theme of the content by looking for similarities in the content. We then assessed the method of content delivery by examining how they provide information. We observed videos and hashtag posts. All requirements have been fulfilled and presented above.
Part
02
of two
Part
02

FM Global Digital Advertising Scan

FM Global's digital and print advertising content focus on resilience, telling true stories, strength and motivation, and dealing with risks. They use mainly images, videos and banners in their campaigns. The details are below.

PREVAILING THEME

2013-2015
  • The theme of FM Global’s 2013 ad campaign was resilience. This has become a mantra for the company. It was created to raise awareness of the company’s mission to assist organizations in making decisions toward proper disaster preparedness.
  • This link provides an ad campaign from FM Global on strength, motivation and resilience.
  • The major theme in the campaign is ‘telling true stories’ to hold the audience's attention. It depicts multiple disasters and how having the right insurance can help companies bounce back faster.
  • In a campaign done in 2015, the theme was on strength and motivation. It emphases that being resilient is what makes a good business and that by using FM Global, businesses can make a stronger come back.
  • The theme shown in their 2016 ad campaign is understand risk and what it means for a company.
2016-2019

METHOD OF CONTENT DELIVERY

RESEARCH STRATEGY

After much through searching were not able to find television campaigns done between 2014 and 2019. We searched through FM Global's website for samples of their television ads. However, we were not able to find this information. We also looked through their social media pages such as Facebook, Twitter and LinkedIn and did not find any television campaigns.

Another area we searched was on advertising websites. We reviewed iSpot TV, Moat and Hubspot but did not find any television advertising campaigns for the company. We found no mention of FM Global's ad campaigns. Lastly, we searched through business websites such as The Business Insider, The Financial Times and The Times for other relevant print advertisements. However, we did not find information on print ads. What we did find however, were news articles on the company. Since the information we sought could not be found, we expanded our search to include older materials from 2008, which provided FM Global's campaign on natural disasters.
Sources
Sources