Senior Market Advisors has created brand guidelines to ensure consistent marketing and communication that accurately represents the company. The guidelines cover messaging, including using a casual yet professional tone and addressing agents directly. They also cover the logo, colors, typography, and photography style to present a modern perspective of an insurance brokerage. The contact information is provided for questions about the brand guidelines.

1. Senior Market Advisors
Brand Guidelines
Prepared October 2019 by Ashley McNurlan & Anastasia Iliou

2. Senior Market Advisors
Brand Guidelines Index
Overview
Brand Summary 4
Company Mission 5
Messaging Guidelines
Audience & P.O.V. 7
Tone, Voice, & Readability 8
Call to Action(s) 10
Spelling/Usage of Key Terms 11
Content Formatting 13
Our Narrative
Key Messages 15
Supporting Messages 16
Brand Guidelines
Name & Logo 18
Logo Variations 19
Logo Submark 20
Logo Color Usage 21
Logo No-Nos 22
Typography
Primary Typefaces 25
Alternative Typefaces 26
General Use 27
Photography
Photography Style 29
Contact
Contact Information 31
Complementary & Accent Colors 23

3. OVERVIEW

4. Overview
The purpose of the communication and branding guidelines is to ensure that all
marketing and communication efforts related to Senior Market Advisors are imple-
mented in the most consistent, cohesive and effective manner possible. Addition-
ally, they will ensure that all Senior Market Advisors marketing and communication
efforts appropriately and accurately represent our organizational message and val-
ues.
As such, these guidelines should serve as a primary reference in both the planning
and execution of Senior Market Advisors marketing and communication-related
strategies and tactics, as well as in the development and distribution of all required
and non-required materials, collateral and messaging. This includes both branded
and non-branded activities, materials and collateral.
All internal and external communications (e.g., internal memos, presentations,
press materials, etc.) that include a description of, or information about, Senior
Market Advisors should align with these approved messages.
Senior Market Advisors Brand Guidelines 4

5. Company
Mission
Senior Market Advisors has a mission to “serve the underserved” insurance agents
by providing valuable materials and training regarding sales for Medicare Advantage
and related products. Our goal is to connect agents (both new and well-versed) with
the tools they need to sell successfully year-round.
Senior Market Advisors Brand Guidelines 5

6. MESSAGING GUIDELINES

7. Content
Guidelines
Audience & P.O.V.
Our audience is made primarily of already licensed insurance agents who are looking for addi-
tional support. There are, of course, occasional newbies who have never sold insurance before,
but we are primarily addressing industry veterans.
These licensed agents can range in age from as young as 21 to as old as 80, but generally fall
into the 35-50 range. While insurance sales has historically been more male-dominant, women
are catching up, with one study stating that women make up 60% of the industry.
For this reason it is important to address a gender-neutral crowd, showing images of a wide vari-
ety of people, and being careful with gender-related wording.
The point-of-view should always be in second-person. We address agents directly to remind
them that we can help them and their individual business. Unless grammatically inappropriate, al-
ways address the audience with “you” and “your.”
Senior Market Advisors Brand Guidelines 7

8. Content
Guidelines,
continued Tone, Voice, and Readability
Senior Market Advisors’ tone is casual, but professional. One of our digital goals is to be a major
thought-leader in the insurance sales space. However, in an effort to relate with our audience as
much as we possibly can, we can make use of humor in our marketing language.
The overall tone & voice can be defined by words like trustworthy, conversational, casual,
professional, friendly, informative, matter-of-fact, and authoritative.
It is important to be careful with the use of jargon due to the fact that some audience members
may be new to the Medicare space.
Senior Market Advisors Brand Guidelines 8

9. Content
Guidelines,
continued Tone, Voice, and Readability continued
Do:
• Use second-person point of view
• Write at a 6th grade reading level
• Be honest and direct
Don’t:
• Use slang or jargon without an explanation
• Use passive voice or easily misconstrued language
• Use modern-day pop culture references without an explanation
• Use too much humor or sarcasm
• Use run-on sentences or complex syntax
Senior Market Advisors Brand Guidelines 9

10. Content
Guidelines,
continued Call to Action(s)
Popular Call-to-Actions site-wide:
• Start Contracting
• Start eContracting
• Get Contracted
• Join our New FMO model
• Join Senior Market Advisors’ NEW Medicare FMO Model
• Start Selling Today
• Speak to an Agency Advisors/call 1-844-452-5020
Senior Market Advisors Brand Guidelines 10

11. Content
Guidelines,
continued Spelling/Usage of Key Terms
For consistency, please always spell/use the following terms in this way:
Don’t Use: Top tier
Use: Top-tier
Don’t Use: health care
Use: healthcare
Don’t Use: fmo
Use: FMO
Don’t Use: Field Marketing Organization
Use: field marketing organization
Don’t Use: homecare
Use: home care
Senior Market Advisors Brand Guidelines 11

12. Content
Guidelines,
continued Spelling/Usage of Key Terms continued
Don’t Use: cost sharing
Use: cost-sharing
Don’t Use: pre-existing conditions
Use: preexisting conditions
Don’t Use: special enrollment period
Use: Special Enrollment Period
*All enrollment periods should be capitalized as proper nouns
Don’t Use: medicare, medicaid, cms, centers for medicare and medicaid services, social security
Use: Medicare, Medicaid, CMS, Centers for Medicare and Medicaid Services, Social Security
*All government offices, program names, and health plans should be capitalized as proper nouns
Senior Market Advisors Brand Guidelines 12

13. Content
Guidelines,
continued Content Formatting
• For long-form content, use AP style and title case
• Always alphabetize bulleted/numbered lists unless a different approach is required
• Aim to place CTAs and/or images at least every 200 words
Senior Market Advisors Brand Guidelines 13

14. OUR NARRATIVE

15. Key Messages
Core Message
Senior Market Advisors is your one-stop-shop for marketing, leads, training, sales materials, part-
nerships, news, and more. We can help you take your business from great to truly awesome,
while still giving you the top-tier commissions you deserve.
Key Messages
• Make SMA Your Home for Success
• Serving the Underserved
• Top-tier Commissions and High Contract Levels
• Taking Your Business from Great to Truly Awesome
Senior Market Advisors Brand Guidelines 15

16. Supporting
Messages
Supporting Messages
• “We serve underserved insurance agents by providing unparalleled support across all depart-
ments.”
• “We’re here to help grow your business while we take care of the time-consuming details for
you.”
• “Get access to our top-tier commissions, customized lead management system, our custom
quote engine, free online sales training, a full sales support team, and experienced marketing
and lead generation team.”
Senior Market Advisors Brand Guidelines 16

17. BRAND GUIDELINES

18. Senior Market Advisors
Name & Logo
Senior Market Advisors Brand Guidelines
Our logo is an important extension and identifier
of the Senior Market Advisors brand. It should be
visible on all points of communication and used
carefully and appropriately.
To properly reinforce the Senior Market Advisors
name and identity, always follow the principles
noted in these guidelines.
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19. Senior Market Advisors
Logo Variations
Senior Market Advisors Brand Guidelines
Horizontal - Primary Use
Stacked - Secondary Use
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20. Logo Submark
Senior Market Advisors Brand Guidelines
The Senior Market Advisors logo submark can be
used on it’s own as a brand stamp. For instance,
the submark could be used as a profile image for
social media channels.
The preferred version of the SMA submark, is the
full SMA blue.
However, the submark can also be used, when
blue isn’t possible, in the SMA Gray, Black or the
Reverse (White).
Preferred - SMA Blue Limited Use - SMA Gray, Black & Reverse (White)
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21. Logo Color Usage
Senior Market Advisors Brand Guidelines
The Senior Market Advisors logo color palette
consists of two Primary Logo Colors primary col-
ors: SMA Blue and SMA Gray.
The full-color version, using both SMA Blue
and SMA Gray, is preferred and should be used
whenever possible.
Single-color versions of the logo are intended for
limited use.
Use the black version when only black-and-white
printing is possible.
Use the reverse (white) logo on dark back-
grounds, when contrast is insufficient for the
full-color logo, or when full-color reproduction is
not an option.
In limited, approved circumstances for one-color
printing, the logo may be reproduced in a single
color of SMA Blue or SMA Gray.
Primary Logo Colors
Secondary Logo Colors
SMA Blue
Pantone Process Blue C
CMYK 85/47/0/0
RGB 6/121/194
HEX #0679c2
SMA Gray
Pantone Black C
CMYK 69/63/62/58
RGB 51/51/51
HEX #333333
Black
CMYK 0/0/0/100
RGB 0/0/0
HEX #000000
White
CMYK 0/0/0/0
RGB 255/255/255
HEX #ffffff
Preferred - Full Color
Limited Use - Black & Reverse (White)
Limited Use - SMA Blue & SMA Gray
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22. Logo No-Nos
Senior Market Advisors Brand Guidelines
All elements of the Senior Market Advisors logo
must remain intact to preserve the integrity,
consistency, and strength of the mark.
1. Don’t rotate the logo.
2. Don’t crop the logo.
3. Don’t alter the colors of the logo outside of ap-
proved configurations
4. Don’t use a drop shadow, stroke, bevel, glow, or
any other effects on the logo.
5. Don’t place the full color logo on a dark back-
ground.
1 2
3 4
5
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23. Complementary
and Accent Colors
Senior Market Advisors Brand Guidelines
Primary Brand Colors
SMA Blue
Pantone Process Blue C
CMYK 85/47/0/0
RGB 6/121/194
HEX #0679c2
SMA Orange
Pantone 1375 C
CMYK 1/31/95/0
RGB 250/170/33
HEX #faaa21
SMA Green
Pantone 363 C
CMYK 87/24/100/13
RGB 57/125/33
HEX #397d21
SMA Gray
Pantone Black C
CMYK 69/63/62/58
RGB 51/51/51
HEX #333333
Secondary Brand Colors
White
CMYK 0/0/0/0
RGB 255/255/255
HEX #ffffff
Light Gray
CMYK 5/4/4/0
RGB 238/238/238
HEX #eeeeee
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Dark Blue
CMYK 80/69/53/53
RGB 43/50/60
HEX #2b323c

24. TYPOGRAPHY

25. Primary Typefaces
for Print
Senior Market Advisors Brand Guidelines
Consistent application of approved typography
across all brand touchpoints is an important tool
to help support the visual distinctiveness of the
Senior Market Advisors brand.
Helvetica
The primary sans-serif is Helvetica and is used
for large headlines and body copy.
.
25
Helvetica
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!”%&?
Light
Light Oblique
Regular
Oblique
Bold
Bold Oblique

26. Alternative
Typefaces
Senior Market Advisors Brand Guidelines
When our primary typefaces aren’t available,
you can use coordinating system fonts in their
place. Use these system fonts only in Microsoft
Office programs like Word and PowerPoint.
Arial (replacement for Helvetica)
This is the replacement for Helvetica. Use bold
for smaller subheads and callouts and regular
for all body copy. If Arial is unavailable, you
may use Verdana as a replacement for the
sans-serif font.
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!”%&?
Regular
Italic
Bold
Bold Italic
Black
Black Italic
Verdana
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!”%&?
Regular
Italic
Bold
Bold Italic
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27. Typography in
General Use
Senior Market Advisors Brand Guidelines
The typography usage displayed are general
examples of hierarchy.
Helvetica is the primary font and should be
used for headlines and body content.
Lectus vestibulum mattis ullam-
corper velit sed ullamcorper.
Subhead
Lectus vestibulum mattis ullamcorper velit sed ullamcorper. Vitae suscipit
tellus mauris a diam. Sed risus ultricies tristique nulla aliquet enim. Dignis-
sim convallis aenean et tortor at risus viverra. Sit amet tellus cras adip-
iscing enim eu. Morbi tempus iaculis urna id volutpat lacus laoreet non.
Dignissim suspendisse in est ante in. Scelerisque felis imperdiet proin fer-
mentum leo vel orci porta non. Enim eu turpis egestas pretium. Leo integer
malesuada nunc vel risus commodo viverra.
Header
Helvetica Bold
Subhead
Helvetica Bold
Body Copy
Helvetica Regular
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28. PHOTOGRAPHY

29. Photography
Style
Senior Market Advisors Brand Guidelines
Senior Market Advisors photography is young,
modern and fresh. Our goal with the SMA brand
is to show a more modern perspective of an insur-
ance brokerage.
Style
When selecting or creating photography, strive
to always use a more dramatic light filter. We want
to capture genuine & natural interactions without
the subjects looking directly at the camera.
Professional Lifestyle Photos Office Photos
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30. CONTACT

31. Contact
Information
Senior Market Advisors Brand Guidelines
Ashley McNurlan
Senior Director of Creative Services
Email: amcnurlan@seniormarketadvisors.com
Anastasia Iliou
Senior Content Marketing Manager
Email: ailiou@seniormarketadvisors.com
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