Securian Financial Group Communicators Win Industry Awards


Wednesday, October 17, 2012 8:33 am CDT


ST. PAUL, Minn.
"Our staff uses a variety of media to successfully and creatively communicate Securian’s value proposition, products and services."

ST. PAUL, Minn.--(BUSINESS WIRE)--Securian Financial Group received five awards from the Insurance and Financial Communicators Association (IFCA). The company’s communications staff earned two Best of Show awards and three Awards of Excellence.

IFCA promotes the professional development of its members in life insurance and financial services communications.

“Clear communications are especially important in the financial services industry where our products are intangible and consumers need an explanation to see their value,” said Mark Hier, second vice president, Communications and Research. “Our staff uses a variety of media to successfully and creatively communicate Securian’s value proposition, products and services.”

For the third straight year, Securian’s internal United Way Campaign received a Best of Show award. This year, the theme was “Care Cab,” a take-off cable TV trivia show “Cash Cab.” Leslie Chapman, senior vice president and chief actuary, led the campaign, drove the Care Cab and asked her passengers questions about United Way agencies in the Twin Cities. Winning answers pledged money to the United Way. The weekly video installments were posted on the employee intranet and sustained momentum throughout the successful month-long campaign.

Securian’s Ovation Lifetime Income annuity rider launch also received an IFCA Best of Show award. The campaign included many components including a microsite with a series of videos with animated graphics that explain in clear terms how annuities work. Advisors credit the microsite content and videos for playing a large role in recent sales increases.

These Securian communications projects received IFCA Awards of Excellence:

  • “The Torch,” is a regularly published magazine for advisors in the Securian Financial Network who distribute Securian’s financial products and services to individuals. In a survey, 87 percent of Securian advisors rated “The Torch” “excellent or “very good” and 85 percent read at least one article in every edition.
  • The image of grandfather and granddaughter on the cover of Securian’s 2011 annual report implies strength through generations which is the overriding premise behind our business. The publication was filled with messages that convey the company’s values, financial strength and commitment to the long-term success of its clients, employees and partners.
  • Securian Retirement’s TargetAge campaign was designed to boost enrollment in a 401(k) plan provided by a company with 12,000 employees in 70 locations around the world. It included a variety of tactics including direct mail and website messages. Enrollment rose significantly during and after the campaign.

Since 1880, Securian Financial Group and its affiliates have provided financial security for individuals and businesses in the form of insurance, investments and retirement plans. Now one of the nation’s largest financial services providers, it is the holding company parent of a group of companies that include Minnesota Life Insurance Company and Securian Life Insurance Company, a New York admitted insurer.

DOFU – 10-2012


Securian Financial Group
Maggie Jensen, 651-665-7558
APR, Media Relations Consultant