Monday, December 7, 2009

planning comms based on unemployment

Working on an insurance account and a funny/relevant comms planning idea just occurred to me. We plan communications based on what media vehicle they will roll out in or when a consumer along their journey will encounter the communications. But watching the unemployment rates across the country, would a smart comms plan for something like life insurance or a bank include geography based on unemployment rates?

Think about it, your communications in an area like Detroit, which is still reeling and grasping for jobs needs to be very sensitive to their situation. Northern Virginia on the other hand hasn't been hit as hard thanks to the number of government jobs that are held in the area. Communications in that geography for a national bank would be vastly different.

A map showing unemployment rates across the country:

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