CIA (e)Bulletin/(e)Bulletin de l'ICA
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February 2017

Actuaries Point the Way

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The CIA’s annual national advertising campaign kicks off in mid-February. Its goal is to advance the Institute’s strategic plan and promote the actuarial profession in Canada. Previous campaigns have focused on enterprise risk management and healthcare. In 2017, the campaign is focused on the work actuaries are doing in big data and predictive modelling.

Big data poses an organizational challenge as businesses try to figure out what to do with the large amounts of information they collect. "The goal of this campaign is to showcase the skill set of actuaries in big data and predictive modelling to potential employers," says Kelly Fry, CIA marketing manager. "We want to highlight how actuaries are the professionals companies need to help transform their business." The campaign is built on a theme of "Actuaries Point the Way".

National Campaign

Marketing and communications agency Banfield created an integrated marketing campaign that includes video, print ads, advertorials, digital advertising, social media, and a landing page on the CIA website. The campaign will run nationally for six weeks in a variety of media, including The Globe and Mail, La Presse, Report on Business Magazine, and the National Post.

A landing page on the CIA website will include a 30-second video that demonstrates how big data has the power to transform a business and how an actuary’s expertise can help bring clarity to complex data and shape the future of an organization. Website visitors will learn about CIA members currently working in big data and predictive modelling in some emerging practice areas, such as health. In addition, visitors will be able to send questions to the CIA about help hiring an actuary to solve their big data challenges. Once the landing page is live, we will send the link to members so they can check out the campaign.

Social Media Presence

Social media will play a big role in the campaign with weekly posts to Facebook and Twitter and a heavy presence on LinkedIn. We encourage members to check out the campaign on social media and share the content on their channels. "Members can help elevate the profession and position actuaries as experts in big data and predictive modelling by sharing our posts to their personal networks," says Fry.


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