<ul><li>Brand </li></ul><ul><li>Brand awareness </li></ul><ul><li>Mass Media </li></ul><ul><li>National media </li></ul><u...
<ul><li>National exposure, spots focus </li></ul><ul><li>Broker/advisor unique experience </li></ul>Sponsorships <ul><li>N...
<ul><li>Sun Life Rising Star Awards </li></ul>Philanthropy <ul><li>Financial Literacy </li></ul><ul><li>Education </li></u...
<ul><li>Third-party and Marketing/PR driven </li></ul><ul><li>Small business and financial advisors qualitative studies </...
<ul><li>Brokers/advisors/end consumers (affluent/male skew/45+) </li></ul>Target market strategy <ul><li>Influencers/Produ...
<ul><li>Financial strength </li></ul><ul><li>SLF Story—Count on us, Partner with us, Grow with us </li></ul><ul><li>Plain ...
<ul><li>Primarily product-focused </li></ul><ul><li>Primarily print collateral </li></ul>Marketing Campaigns and Programs ...
<ul><li>Updated site </li></ul><ul><li>Banner ads </li></ul>Digital Marketing <ul><li>Mobile (tablet, smart phone, interna...
<ul><li>Minor work around the Sun Life guys on Twitter and Facebook </li></ul><ul><li>HR </li></ul><ul><li>Global </li></u...
<ul><li>Customer Touch Point initiative broad across pre-sale, point of sale and post-sale opportunities </li></ul>Client ...
 
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Is town hall_priscilla_draftv3

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  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Top 15 to top 5 by 2016 Innovation powered by insights Employee, employer, distributor Construct “Test &amp; Learn” environment Invest in infrastructure-- “we love data” Leverage the playing field then expand it Execute…Review/Critique…Execute…
  • Is town hall_priscilla_draftv3

    1. 3. <ul><li>Brand </li></ul><ul><li>Brand awareness </li></ul><ul><li>Mass Media </li></ul><ul><li>National media </li></ul><ul><li>TV, print, web </li></ul>Brand and Mass Media <ul><li>Brand </li></ul><ul><li>Brand awareness– specific targets </li></ul><ul><li>Greater familiarity with our products </li></ul><ul><li>Utilize insights to develop relationships with customers/clients </li></ul><ul><li>Mass Media </li></ul><ul><li>Advertising: regional focus, vertical trade, select geography </li></ul><ul><li>PR: national retirement/benefits/small business, regional, trade </li></ul>2011 2012
    2. 4. <ul><li>National exposure, spots focus </li></ul><ul><li>Broker/advisor unique experience </li></ul>Sponsorships <ul><li>National and centralized multi-regional agreements </li></ul><ul><li>Industry event/association sponsorships focus on new selling opportunities (SRHM, Morningstar, Chambers of Commerce) </li></ul><ul><li>Target small business/HR decision maker/broker/FAs </li></ul>2011 2012
    3. 5. <ul><li>Sun Life Rising Star Awards </li></ul>Philanthropy <ul><li>Financial Literacy </li></ul><ul><li>Education </li></ul><ul><li>Product/market focused causes/events </li></ul><ul><li>Employee engagement—volunteerism and education </li></ul>2011 2012
    4. 6. <ul><li>Third-party and Marketing/PR driven </li></ul><ul><li>Small business and financial advisors qualitative studies </li></ul><ul><li>Employee quant study </li></ul><ul><li>Unretirement Index </li></ul><ul><li>Competitive Intelligence books </li></ul><ul><li>Cogent </li></ul><ul><li>Marketing metrics </li></ul>Research <ul><li>More proprietary insights </li></ul><ul><li>Segmentation and predictive modeling </li></ul><ul><li>Build stories on Marketing/PR driven thought leadership </li></ul><ul><li>Deeper competitive intelligence and analysis in the Voluntary space </li></ul><ul><li>Research to identify opportunity markets (i.e. small business, geography, multicultural, new VA segments) </li></ul>2011 2012
    5. 7. <ul><li>Brokers/advisors/end consumers (affluent/male skew/45+) </li></ul>Target market strategy <ul><li>Influencers/Producers: </li></ul><ul><ul><li>Benefits brokers, benefits decision makers, third party administrators </li></ul></ul><ul><ul><li>Gatekeepers at firms </li></ul></ul><ul><ul><li>Producers of Business Life Insurance </li></ul></ul><ul><ul><li>New distribution partners </li></ul></ul><ul><li>Employees (more mass market) </li></ul><ul><li>Small business owners (35+/multi-cultural) </li></ul>2011 2012
    6. 8. <ul><li>Financial strength </li></ul><ul><li>SLF Story—Count on us, Partner with us, Grow with us </li></ul><ul><li>Plain language </li></ul>Message Platform/Elevator Pitch <ul><li>Evolution of SLF Story—Count on us. Partner with us. Grow with us. </li></ul><ul><li>Broad and relevant, value props </li></ul><ul><li>Proof Points </li></ul><ul><li>Comprehensive suite of relevant products- employer, employee, retirement income and small business solutions with emphasis on Voluntary </li></ul><ul><li>Empowering you with information you can put to work </li></ul><ul><li>Relationships and caring, differentiating service </li></ul>2011 2012
    7. 9. <ul><li>Primarily product-focused </li></ul><ul><li>Primarily print collateral </li></ul>Marketing Campaigns and Programs <ul><li>Customer focused needs-based campaigns </li></ul><ul><li>Value-add campaigns that align with strategy (SLI, Financial Literacy) </li></ul><ul><li>Leverage content from Canada and external partners (brighterlife.ca, dfree) </li></ul><ul><li>Utilize CRM across markets </li></ul><ul><li>Heavy use of e-delivery, digital, video, social and mobile </li></ul>2011 2012
    8. 10. <ul><li>Updated site </li></ul><ul><li>Banner ads </li></ul>Digital Marketing <ul><li>Mobile (tablet, smart phone, internal/external apps) </li></ul><ul><li>Content marketing </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Educational/solutions focus </li></ul><ul><li>Analytics </li></ul><ul><li>Voluntary/EBG </li></ul><ul><li>Product-focused web enhancements </li></ul><ul><li>Learning Center—educational tools </li></ul><ul><li>Retirement Income Solutions </li></ul><ul><li>Infrastructure redesign/rewrite </li></ul>2011 2012
    9. 11. <ul><li>Minor work around the Sun Life guys on Twitter and Facebook </li></ul><ul><li>HR </li></ul><ul><li>Global </li></ul><ul><li>Sun Life Rising Stars </li></ul><ul><li>Cirque AR app </li></ul>Social Media <ul><li>Develop campaigns/tracks </li></ul><ul><li>Develop personas </li></ul><ul><li>Alignment with assets (dFree, Unretirement Index) </li></ul><ul><li>Alignment with mass media/sponsorships </li></ul><ul><li>Heavier use to engage intermediaries, employees and others </li></ul><ul><li>Leverage apps developed by counterparts </li></ul>2011 2012
    10. 12. <ul><li>Customer Touch Point initiative broad across pre-sale, point of sale and post-sale opportunities </li></ul>Client Journey <ul><li>Greater focus on EBG and Voluntary </li></ul><ul><li>Priorities determined by new research </li></ul><ul><li>Focus on turning customers into clients </li></ul>2011 2012

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