The document summarizes the marketing strategy and results of Amica Life Insurance Company's "Life With Amica" campaign. It outlines Amica's pricing approach, creative and media mix, which included direct mail, radio, online display advertising, and paid search across several states. Initial results showed success in generating leads and sales through the various marketing channels. The campaign aimed to expand Amica's customer base beyond its traditional markets by leveraging its strong brand and marketing expertise.
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10. Current Environment
1
LIMRA’s 2010 Household Trends in U.S. Life Insurance Ownership
11. Current Environment
1
LIMRA’s 2010 Household Trends in U.S. Life Insurance Ownership
12. 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
19. Media Strategy for Non-Amica Customers
85% Brand Awareness
84% Brand Awareness
78% Brand
Awareness
20. Media Mix
Online Banner Ads
Radio Ads Paid Search
Direct Mail
21. Media Plan
2011 2012
4TH QUARTER 1ST QUARTER
MEDIA 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
25. Paid Search Advertising
• 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
LifewithAmica.com
• buy life insurance
• life insurance
• life insurance company
30. Media Results
Budget Phase 1 Budget Phase 2 Budget Phase 3 Budget Phase 4
GA, MD, NH, NJ, NC, RI,
TX, WA Paid Search
CT & MA Direct Mail
CT Banner Advertising
CT & MA Radio
CT Paid Search
MA Paid Search &
Banner Advertising
31. Media Schedule 2011 - 2012
2011 2012
4TH QUARTER 1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER
MEDIA NOVEMBER 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
Generate calls, quotes and written business by positioning Amica Life as the life insurance company that will meet consumers’ desires for knowledge, simplicity, affordability and service. As a byproduct of this strategy Amica Life will begin building brand awareness as a life insurance company. Our ideal life insurance shopper profile remains similar to that of our core level term customer: Male or Female, Age 30-55, Married, At least 1 child, College Educated, Professional, $65,000 + per year income We will follow Amica Mutual’s shadow by employing Cronin to leverage Amica Mutual’s brand awareness and ad recall in CT and MA. Depending on the success of these marketing efforts, the plan could be expanded to other states with high brand awareness. Objective : Generate calls, quotes and written business Target Audience : Life Insurance shoppers, Male or Female, Age 30-55, Married, at least 1 child, College Educated, Professional, $65,000 + per year income Target Market : Leverage Amica Mutual’s brand awareness and ad recall in: Primary Markets – CT and MA Spillover – RI and NH Message : Affordability Consultative Life with Amica
By leveraging a mix of marketing channels Amica Life will be best positioned to influence life insurance shoppers at various stages of the buying cycle… awareness, consideration, comparison and purchase. Point out the common theme that we are leveraging and how it relates to the parent brand “Amica”, our product offer “Life” and the relationship Life has with our customer personal Lives. The campaign theme “Life with Amica” will communicate the affordable and simple process that embodies purchasing life insurance through Amica Life. All elements will reinforce that Amica Life is here for our customers and their families, that we help them to protect the things that mean so much to them and that we come through when needed and exceed expectations. All elements will communicate the “Life with Amica” theme, will support our new rates by providing rate examples and will direct users to take a distinct action, whether it be calling 800-234-LIFE or visiting the campaign microsite to get a quote. Our Lifewithamica.com website will serve as “campaign central” and provide a central location to direct all media efforts. Our microsite is designed to encourage users to get a quote online or to call Amica directly. Our site features easy to use interactive tools including a streamlined quoting engine and Live Chat.
Radio Advertising will be run on key stations and formats that have a high propensity to reach life insurance prospects such as News, Talk, Sports and Adult Contemporary.
Direct Mail will be used to target individuals within the broad market that align with the profile of our core customer.
Amica Life will utilize Banner Advertising to behaviorally target Life Insurance Shoppers by running banner ads on sites that these individuals tend to visit such as FoxBusiness, NYTimes, CNN and Google Finance.
Amica Life will utilize Paid Search Advertising as the primary channel to reach the target audience of those shopping for life insurance. It is expected that Paid Search Advertising will also deliver the lowest cost per lead.
Highlight Phase 1 - Paid Word Search and Banner…then Radio…Then Direct Mail Highlight Phase 2,3, and 4 - Same as above with adjustments due to results Radio Advertising will launch after the holidays, thereby avoiding advertising when both Share of Mind and Share of Voice concerns may limit the effectiveness of the campaign. Radio Advertising will also launch later to allow Amica Life to determine what performance lift radio may provide to the online advertising. Direct Mail will be launched towards the end of the campaign to allow for online and radio advertising to condition individuals, thereby increasing their likelihood of responding to Direct Mail. Channel Performance - Paid Search, Banner Advertising, Radio Advertising and Direct Mail: Determine lead to conversion rates and inform future decisions on marketing expenditures Testing various offers: Determine which offers (daily, monthly, or rate chart) perform the strongest Response methods (e.g., Live Chat vs. telephone, vs. online quotes, etc…): Determine performance by response method Performance by Day and Time: We will determine if we are staffing sales appropriately when activity is highest.