As the State of New Jersey began their work on statewide auto insurance reform, Allstate Insurance Company saw the opportunity for a repeal of Territorial Rate Caps which would level the playing field for the insurance industry and lower the cost of auto insurance for nearly 75 percent of New Jersey motorists. Territorial Rate Caps limited rate upcharges for city drivers, created increases in rates in New Jersey when many other states were enjoying the benefit of nationwide rate decreases. In addition, providing auto insurance in New Jersey became unfeasible for many companies, providing less choice to motorists, less free enterprise, and increased competition within the auto insurance industry.
Allstate hired Winning Strategies to manage a communications campaign that would mobilize New Jersey motorists and gain media support for repeal of the Territorial Rate Cap. We recommended that Allstate establish an 800-number (1-888-REFORM-5) and a Web site (www.reform5.com) that would act as a resource for consumers, providing both Territorial Rate Cap and legislator contact information. Developing and repeating key messages through releases, op-eds and NJ Statehouse press row visits would galvanize support and serve as a call to action, but also strengthen the Allstate brand by creating a tacit connection between the company and concern for the consumer.
The repeal campaign was a great success. Opinion pieces and editorials were published in newspapers statewide, including the Home News Tribune, Courier-Post, Courier-News and The Star-Ledger. In addition, hundreds of New Jersey residents called Allstate’s 800-number to learn how they could help the repeal effort. Finally, the Territorial Rate Caps were repealed.