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ALEXANDRA MOREHOUSE AAA ACCOMPLISHMENTS:

Scope: Managed 200 + employees in 14 different departments. Budget of over $100 million. Developed enterprise expansion, distribution and marketing strategies in over 20 states.

STRATEGIC ACCOMPLISHMENTS

Delivered incremental revenues of $102 million, ultimate amounting to one third of all corporate revenues

Developed and implemented highly successful lead flow pipeline for insurance sales agents

Grew revenues at 20-30% higher than the industry average every year since 2004

Reduced cost per lead over 50% through aggressive use of new and emerging media. (Mobile applications, social media, digital)

Increased retention 2.7 points, resulting in $48mm increase to net profits

NUMBER OF LEADS GENERATED

0

374,923

561,452

720,266 759,109 765,551825,389 875,000

0

250,000

500,000

750,000

1,000,000

2003 2004 2005 2006 2007 2008 2009 2010

Cost/Lead: $0 $15.12 $13.02 $13.83 $19.14 $23.00 $9.69 $9.50

BRANDING

Prior to 2002, no brand standards, architecture, nomenclature or policy existed.

Initiated and chaired a Branding Committee with national representation across all AAA clubs in North America. Developed uniform brand standards, architecture and naming conventions. Instituted annual brand tracking with Landor BAV

Implemented new brand standards across 12 different legal entities and 200+ systems so that brand was represented consistently across all billing, marketing, web and regulatory notifications.

Renovated over 150 retail locations, 3 call centers, 2 claims centers and built new main office to conform to brand standards

Launched two highly successful new brand extensions.

ADVERTISING

Revitalized brand look, feel and expression for a 100 year old brand. Raised relevance and differentiation 5 points when compared to 2,500 other brands.

Expanded brand advertising from 3 states to 26

Increased brand awareness and consideration 23% on a reduced marketing budget

Implemented strict measurement and controls to ensure ROI could be assigned to all marketing activities.

Dramatically expanded digital, social media and mobile marketing in place of more expensive traditional media buys.

Expanded from traditional media to mobile applications, social media, extensive use of digital and search. Reduced cost per lead by over 50% by moving away from TV and print.

PUBLISHING

Increased revenue sales from advertising year-over-year for 9 years, despite deep decline in the publishing industry.

Expanded magazine circulation to 5 additional states.

Won two Lowell Thomas awards for publishing excellence

PUBLISHING AFFAIRS

Won over 30 national awards for media relations, philanthropy and volunteerism, including the Points of Light award from President George H.W. Bush.

Earned over $56 million ad-equivalent dollars in press coverage, as measured by Competitrak

Launched highly successful Hispanic media relations campaign, resulting in increased penetration of that market.

Wrote and passed over a dozen pieces of traffic safety legislation

DATABASE MARKETING AND ANALYTICS

Developed and implemented a customer marketing database with campaign management tools to automate marketing programs and enable rapid test-and-learn.

Developed a comprehensive database of all desirable non-customer prospects.

Applied overlay of 900 + geodemographic data elements to better profile & segment customers.

Developed analytic portfolio to include highly accurate lifetime value model, propensity to buy model, attrition model and a full suite of segmentation schema.

Implemented extensive quantitative and qualitative research and competitive studies. Deployed conjoint analysis for pricing and bundling across all product lines.

Implemented NPS score for all business lines and across critical transactions.

MARKET RESEARCH AND COMPETITIVE INTELLIGENCE

Transformed research function by establishing first enterprise-wide knowledge management system with open access for all employees

Published annual competitive assessment as cornerstone of strategic planning

Executed all pricing, advertising, brand, customer satisfaction and Net Promoter score research

Translated research results into corporate strategy: product innovations, operational improvements and marketing/advertising tactics

Developed psychographic target segment, which were implemented within corporate strategy