The Hartford: How we’ve stayed related with our small enterprise prospects throughout COVID-19 – Insurance United States
The HartMobs program was created in 2012 by a small group of Hartford workers who needed to indicate their appreciation to the insurer’s small enterprise prospects by gathering family and friends collectively to “money mob” a enterprise. They might don their Hartford t-shirts, all meet up on the identical small enterprise (whether or not that’s a kids’s bookstore, or an unbiased café) and they’d present their help for that enterprise, whereas additionally producing hype for it on social media.
“HartMobs has grown organically over time to grow to be considered one of what we name our Human Achievement Applications,” stated Sarah Morin, assistant director of group relations at The Hartford. “To this point, we’ve got engaged with hundreds of small companies via this system. As an insurer, we created a staff devoted to small enterprise greater than 30-years-ago, and this program is admittedly in tune with what we all know. It combats the truth that 50% of small companies say that discovering new prospects is a problem – and that’s pre-pandemic. This is only one method that we are able to take motion to indicate how a lot we consider in small companies and hope they’ll proceed to attain success.”
The HartMobs program has all the time had some digital parts, however the insurer needed to ramp up its digital method through the pandemic. It did this in a variety of methods. It created an employee-facing on-line listing of its small enterprise prospects, in addition to an external-facing on-line listing of any and all small companies through www.bighartforsmallbusiness.com. The insurer has additionally created seasonal curated guides, packaging listings on its on-line small enterprise listing by enterprise class and site for Hartford workers to think about through the holidays.
“Our small enterprise prospects are all the time prime of thoughts, particularly throughout a time after we can’t get collectively in particular person and we are able to’t bodily descend upon the enterprise to indicate our help in real-time,” stated Morin. “We additionally got here up with a number of distinctive concepts, corresponding to HartMob-in-a-Field, which is a team-building train that workers can do from afar, corresponding to all shopping for lunch from the identical place or ordering cookies from the identical bakery on-line. And we’ve performed a few of what we name ‘Shock and Delight’ mailings to our skilled providers prospects, for instance, sending kids’s books to a paediatrician’s workplaces or offering tax folders to accountants. We’re all the time trying to pair considered one of our small enterprise prospects with one other to indicate that help.”
Via the pandemic, The Hartford has additionally been operating a HartMob pop-up webinar series that put the highlight on its small enterprise prospects and enabled individuals to “get collectively” and community in a digital setting. This, based on Morin, has “eliminated the barrier of geography” and enabled lots of of workers to interact with small companies throughout the nation, to listen to about how these companies have been created and the way they’ve fared via COVID, whereas additionally going to their web sites and buying their merchandise.
“In the end, we get to have fairly intimate one-on-one dialogue with the enterprise proprietor, gaining appreciation for the background of the enterprise and what impressed them to start out the enterprise,” she commented. “There are all the time hiccups alongside the way in which, and that’s not all the time obvious once you purchase merchandise from a small enterprise. I believe we’ve all performed numerous on-line purchasing over the past yr [so our philosophy was], why not do it from considered one of Hartford’s personal small enterprise prospects and be taught just a little bit about their expertise on the identical time?”
Whereas ramping up the HartMobs program, the Hartford additionally partnered with Most important Road America as a part of its COVID-19 response efforts, donating $1.5 million for use as grants to assist small companies reply and adapt to the pandemic. The donation was break up into two rounds of funding, which have been made out there to small companies nationwide, no matter whether or not they’re a buyer of The Hartford. The grant proposals have been judged primarily based on the extent to which the cash would assist handle an acute enterprise want or assist a small enterprise proprietor implement modern options.
“Simply as we have been pivoting our HartMob program, all small companies with the chance to take action, have been additionally pivoting to attempt to do issues in new methods, however [many] simply didn’t all the time have the capital to try this,” stated Morin. “A number of these grants put that inside attain for our small enterprise mates throughout the nation.”
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The Hartford: How we’ve stayed related with our small enterprise prospects throughout COVID-19
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