naya presentation
Post on 01-Jul-2015
165 Views
Preview:
TRANSCRIPT
Life With AmicaLife With Amica
IFCA Conference October 2012
Growing Your Business Through Growing Your Business Through Communications, Media and StrategyCommunications, Media and Strategy
Life With AmicaEd Naya
Chief Marketing Officer, Amica Life Insurance Company
Background
Strategy
Pricing Approach
Creative and Media
Results to Date
Questions
Agenda
Population Growth in the United States
Source: CDC: Health, United States, 2006Source: CDC: Health, United States, 2006
Half of all U.S. households say they are underinsured
5 million
25 million25 million
23 million
Source: U.S. Census BureauSource: U.S. Census Bureau
Longevity – Average Lifespan
If you live until 75 86.8
If you live until 65 83.4
At birth 77.5
Source: Pew Research CenterSource: Pew Research Center
Women vs. Men: Wives Earning More Than Husbands
Source: Pew Research CenterSource: Pew Research Center
Household Financial Decisions
Source: Pew Research CenterSource: Pew Research Center
Too Many Priorities, Too Few Dollars
Source: Pew Research CenterSource: Pew Research Center
1 LIMRA’s 2010 Household Trends in U.S. Life Insurance Ownership
Current Environment
1 LIMRA’s 2010 Household Trends in U.S. Life Insurance Ownership
Current Environment
Life Assessment
Consumers Are Still Cautious Amica Market is Limited Our Price is High Good Life Direct Marketers Strong Brand Financially Solid Consumer Still Recognized Need
Expand Opportunities Outside Amica Market Leverage Amica Brand Leverage Marketing Expertise Leverage Amica Life Structure Update Pricing Strategy
Taking Action
Life With AmicaPricing Approach
Product
Term Insurance
Level Premium
Fully guaranteed(10-, 15-, 20-, 25- and 30-)
Partial guarantee (20-, 25- and 30- with 10-year guarantee)
Pricing – Historical
Pricing Comparison1. Genworth $159
5. Ohio National $170
10. Transamerica $185
15. State Farm $235
20. NorthwesternMutual $277
Pricing Comparison1. Genworth $159
5. Ohio National $170
10. Transamerica $185
15. State Farm $235
20. NorthwesternMutual $277
17. Amica Life$253
17. Amica Life$253
10. Transamerica$185
15. State Farm$235
20. Northwestern Mutual$277
Pricing – New
Pricing Comparison – New1. Genworth $159
5. Ohio National $170
9. Amica Life9. Amica Life $183$183
Life With AmicaCreative and Media
78% Brand Awareness
84% Brand Awareness
85% Brand Awareness
Media Strategy for Non-Amica Customers
Online Banner Ads
Media Mix
Radio Ads Paid Search
Direct Mail
Media Plan
MEDIA
2011 2012
4TH QUARTER 1ST QUARTER
NOVEMBER DECEMBER JANUARY FEBRUARY MARCH
31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 12 20 27 5 12 19
DIRECT MAIL
Massachusetts, Connecticut, New Hampshire, Rhode Island
RADIO
Boston
Hartford/New Haven/ New London
ONLINE DISPLAY
Massachusetts
Connecticut
PAID SEARCH
Massachusetts
Connecticut
:30 Ads (2) and :60 Ads (2)
Radio Advertising
LifewithAmica.com
Direct Mail
LifewithAmica.com
Banner Advertising
LifewithAmica.com
• 10 year life insurance quotes
• 20 year level term life insurance
• 250000 term life
• affordable life insurance
• affordable life insurance quotes
• affordable term life insurance
• amica life
• amica life insurance
• amica life insurance company
• amica life insurance quote
• buy life insurance
• life insurance
• life insurance company
Paid Search Advertising
LifewithAmica.com
Website: LifewithAmica.com
Website: LifewithAmica.com
Website: LifewithAmica.com
Media Mix
Media Results
MA Paid Search & Banner Advertising
CT Paid Search
CT & MA Radio
CT Banner Advertising
CT & MA Direct Mail
Budget Phase 1 Budget Phase 2 Budget Phase 3 Budget Phase 4
GA, MD, NH, NJ, NC, RI, TX, WA Paid Search
Media Schedule 2011 - 2012
MEDIA2011 2012
4TH QUARTER 1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTERNOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 12 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24
DIRECT MAIL
Massachusetts Connecticut New Hampshire Rhode Island
Maryland New Jersey Atlanta DMA Charlotte DMA Dallas DMA Seattle DMA
RADIO
Boston
Hartford/New Haven/ New London
ONLINE DISPLAY
Massachusetts
Connecticut
PAID SEARCH
Massachusetts
Connecticut
New Hampshire Rhode Island Maryland New Jersey Atlanta DMA Charlotte DMA Dallas DMA Seattle DMA
Life With AmicaResults to Date
Sales Workflow and Results
Radio
Paid Search
Banner
Direct Mail
Website
©2011 Amica Mutual Insurance Company. All rights reserved.
top related