Personal Insurance Agent Marketing Plan

8/8/2019 Personal Insurance Agent Marketing Plan

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Personal Insurance Agent Marketing Plan

Marketing Vision

Plynthe Insurance is a new business selling personal insurance to residents ofPeristyle Gardens. However, it intends to execute its marketing in a systematicway to be sure that clients get a consistent, high quality experience and that theyunderstand the expertise and knowledge within the business.

This marketing plan details how the business will focus and launch its marketingoperations, track key numbers, generate and convert leads, and serve customersso that they renew AND refer additional customers.

Goals

Personal Goals for owner Kolem Plynthe:

Spend one hour on marketing work (8 am - 9 am) daily, as a minimum Learn how to use blogs, create newsletters, plan seminars so that they are

simple to recreate going forward

Business Goals:

Create a system of sales which is scalable (so associates can be broughton)

Achieve sales of over $300,000 in year 3. Reduce cost of sales over time

Strategic Goals:

Create reputation for Plynthe Insurance as independent, individualized andhigh service

Achieve 90% renewal rate from year to year

Tactical Goals:

Total leads generated increase steadily Generate leads from referrals

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Purpose

Plynthe Insurance exists to let residents of Peristyle Gardens finally feel thecomfort and assurance of knowing that their family and property are secured bythe proper type of insurance and that they can trust in the agent representing

them.

Picture

The new customers are turning 30, expecting a first child, and moving toPeristyle Gardens. They think of insurance at first as a necessary evil, but aresomewhat fearful of the process of comparing policies, looking for the best price,and making sure they are comparing apples to apples with their coverage.

When they come to Plynthe Insurance they immediately learn the basics of

insurance in a personalized way, by hearing options for their specific situation.The clients are walked through a painless process of signing on and feel theycan trust Plynthe Insurance because of its independence and the time agents arewilling to spend to truly understand their needs. They are delighted when PlyntheInsurance sends a gift certificate upon the birth of their child and when they closeon their home and move in. They come to think of their insurance agent as apartner in their safety and security and gladly share this information with theirnew friends and colleagues in Peristyle Gardens.

Gap Dashboard

The Gap Dashboard provides key metrics at a quick glance for Kolem Plynthe'smanagement purposes. Each goal is translated into trackable numbers which areupdated each week from the accounting or CRM systems. When significant gapsexist between the plan and actual results, these will be discussed at the weeklymarketing meeting and a plan to rectify made.

Renewal rate will not be applicable in the first year as annual renewals will notbegin until the second year of operation.

Gap Dashboard

Year 1 Year 2 Year 3

Personal

Hours spent on marketing 280 240 240

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Hours required for educationalmaterials (blog, newsletter, seminar,booklet)

170 120 120

Business

Sales $151,300 $214,825 $305,725

Cost of Sales $24,208 $32,224 $45,859

Tactical

Leads from marketing 3,232 1,589 2,270

Leads from referrals 463 695 1,042

Strategic

PR Mentions 17 20 25

Renewal Rate 0% 85% 90%

Ideal Customer

The ideal customer for Plynthe Insurance is just about to move to PeristyleGardens. It is a young couple expecting a new child. They have left a rentalapartment in another town and need more space for their family as well as thesecurity which home ownership provides. They may have had insurance in thepast, but have not spent much time researching it, instead opting to use a largenational provider, perhaps even ordering it over the phone for their renter'sinsurance needs.

Suddenly, they have multiple needs for insurance in a new town - life insurance,homeowner's insurance, and other property insurance. They are aware of theirbasic insurance needs, although they do not know all of the ins and outs ofinsurance types and options available. As they would like to settle into the townand make it their home, they want to feel more of a personal connection withtheir insurance agent and put a face to this service. However, they are a bit afraidof making a bad choice, being that they don't know the town and perhaps have

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no contacts in the town. They want the assurance of someone with a track recordof client satisfaction and transparency about how he is compensated so that theycan rule out any biases or conflicts of interest.

Market Description

The market for personal insurance consists of all adult individuals, potentially, asthere are products available which are appropriate for every type of person fromthe moment they leave their parents' home to the day they die. Therefore, themarket for Plynthe Insurance, selling personal insurance in Peristyle Gardens, issynonymous with the population of Peristyle Gardens. In 2008, the population ofadults (18 and older) in the town was estimated at 57,500. The town has anoverall annual growth rate of 2% due to new developments in the town and anaging population with ever increasing life expectancies.

Within this target market, the market segments on which Plynthe Insurance willfocus include renters, homeowners, individuals over 40 years of age, and newparents/parents-to-be.

The market segments described include a great deal of overlap. For example,many adults over the age of 40 are also homeowners and the remainder arerenters. The new parent segment are also either homeowners or renters,generally. Each segment has different needs for insurance products, however,and those who fall into more than one segment have a need for more than oneproduct.

Plynthe Insurance will focus its initial marketing on those at the younger end ofthe spectrum, including renters and new parents/parents-to-be. The strategy willbe to begin by selling renter's insurance and life insurance to clients and thenearn their ongoing trust in order to sell additional insurance policies to them astheir needs arise. Younger clients will also serve as a longer annuity asinsurance policies are renewed year after year.

As these clients increase in age they will have growing needs for homeowner'sinsurance, valuable items insurance, life insurance, and, eventually, long termcare and long term disability.

Remarkable Difference

Plynthe Insurance gives a personal touch to individuals and families who needinsurance. The business will remain independent and customer-focused in order

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to utilize the combination of coverage options, providers, value, and service thatwill make customers feel comfortable and assured that they are safe.

Differentiators

Plynthe Insurance will establish its competitive edge through a single-mindedfocus on personal insurance. By being and staying an expert on personalinsurance products and providers, Plynthe Insurance will be a one-stop shop forindividuals looking to minimize the risks in their lives for themselves and for theirfamilies. To maintain this expertise, Plynthe Insurance will devote time andenergy to training and course work, and will subscribe to trade periodicals andnewsletters. Plynthe Insurance will also spend time learning about the specificrisks and problems associated with Peristyle Gardens in order to better serve itsresidents.

Core Strategy

The positioning goal for Plynthe Insurance is to be seen as the consumers'choice in Peristyle Gardens insurance agents who offer a high-level of personalservice.

To see that the business is achieving this goal, Plynthe Insurance will track thefollowing measurable results:

Customer referrals Customer renewal rate Existing customers adding additional products or increasing coverage

Core Branding Elements

The core branding elements of the business will include images of happy,smiling, or relaxing customers who have been well taken care of by PlyntheInsurance. Because of the customer focus, we feel it is more important to show

images of the customers than Plynthe Insurance agents in action.

The tag line "Individual Insurance Service So You Can Relax" will be used onmaterials to reinforce the goal of providing individualized service to assurecustomers that their insurance is taken care of.

These core branding elements will appear on:

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Stationery Business cards Forms (Invoices, Fax cover) Advertising Email format Marketing kit Signage Website

Some of these media will include just the tag line and other will have imageelements as well. The branding will be reinforced through personal contactincluding contact over the telephone, email, and in person.

Product/Service Innovation

Plynthe Insurance will have product offerings to convert suspects into prospects,prospects into clients, and clients into repeat clients.

For suspects, Plynthe Insurance will offer an informative booklet with details onthe ins and outs of personal insurance as well as clear information on who shouldbe covered. This ten page booklet will be offered for free to those who contactPlynthe Insurance with interest or respond to advertising offers.

Another means of generating prospects will be holding seminars every othermonth in Peristyle Gardens covering topics of interest to the target market suchas "Making Sense of Life Insurance", "Options for Property Coverage", "HowInsurance Can Be An Asset", and "Developments in the Insurance Industry YouNeed to Know."

Prospects will be offered the following personal insurance products:

1. Home and Contents:

Homeowners Condo Insurance Cooperative Insurance Renters Insurance Seasonal and Secondary Locations Flood Insurance

2. Valuable Items:

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Jewelry Fine Arts Silver Furs Other Collectible Items

3. Personal Liability

4. Life Insurance

Term Life Variable Life Whole Life Second-to-Die

5. Long Term Care

6. Long Term Disability

All of these products will be offered to individuals and not businesses. Theinsurance products will be provided by any of the major insurance providers inexistence, with attention paid to smaller providers who offer specializedinsurance products.

While offering these products, Plynthe Insurance will provide the followingservices:

Consult with clients on their insurance needs to determine a course ofaction

Assist existing clients with insurance claims and understanding theirinsurance policy

Referring clients to additional providers who can reduce their risk(locksmiths, security professionals, etc)

To create repeat clients, Plynthe Insurance will use many of these sameproducts, as most clients will need only one or two when they first work with

Plynthe Insurance. Customer service and ongoing contact will yield informationon changes in a customer's situation which call for additional coverage.

Price Rationale

Insurance is more or less a commodity (or seen as such). Consumers generallycompare insurance of the same coverage and types by price and often seek the

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lowest price only. Plynthe Insurance offers insurance at market rates by allinsurance providers that work with independent agents to help sell. PlyntheInsurance will not always be able to offer the lowest price insurance as that isoften achieved through low-contact, low-service, Internet or phone-onlyproviders. However, Plynthe Insurance will be competitive with both independent

agents and providers who offer in-person service. A business goal is to helpcustomers understand that they should choose an insurance agent based onmore than just price.

Marketing Materials

The target market will be reached through the following methods. Each willreceive a phone call to qualify further (if possible) and a marketing kit either byemail or mail:

Referrals from clients Referrals from referral partners Direct mail campaign Local advertising Online advertising

The marketing kit will consist of the following:

Case statement describing the difference a "personal touch" from aninsurance agent can mean in the quality of service, assurance of client,and safety.

Difference summary of how this personal touch is achieved at PlyntheInsurance

Ideal client description in the form of a short story about the idea clientmoving to Peristyle Gardens (like description in this plan)

Client story of actual clients (this type of case study will be written aftersome clients have used Plynthe Insurance for at least 6 months. They willbe asked if their information can be used with names changed at this

point.) Service Offerings (range of products and specific extra services provided

by Plynthe Insurance) Testimonials (again, these will be requested from satisfied clients at

multiple points - immediately after signing on, after claims are handled, andafter renewals. These will range from one sentence statements to shortparagraphs and will be kept anonymous if requested).

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Frequently asked questions (this will be a summarization of the 10 pageinformational booklet, providing key definitions and categories of coverageand who they are appropriate for)

Questions that should be asked (will include top 10 questions an individualshould ask when choosing an agent)

Seminar schedule of upcoming informational seminars (updated everymonth)

Web Plan

The Plynthe Insurance website will provide an online version of the marketing kit,along with some interactive features. As mentioned in Core Branding Elements,the website will include photos to reinforce the client focus - showing them withtheir children, on vacation, in their homes and, generally, happy and feelingsecure.

One interactive feature will be an insurance quiz called "Do You KnowInsurance?" Customers will likely be surprised by the correct answers to some ofthe 20 questions on this quiz and will better understand the value PlyntheInsurance places on customer understanding.

The website will promote the informational booklet which can be downloadedafter entering contact information into the website (including a working email),

and the upcoming seminar schedule.

Archives of the company's email newsletters will appear on the website as willadditional blog entries by Kolem Plynthe.

Social Media Plan

Kolem Plynthe will submit his blog entries to other websites to seek someprofessional recognition as well as better search rankings for the his website viaincoming links. The website will be publicized through local pay-per-click

advertising on keywords such as "homeowner's insurance", "insurance agent","life insurance" etc, especially when associated with Peristyle Gardens as thelocation or origin or an additional search term.

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Lead Generation Plan

The lead generation plan for Plynthe Insurance includes the following elements:

1. Advertising in local media to the target market of new residents, newfamilies, and homeowners.2. A systematic referral strategy implemented with each new customer.3. Relationships with commercial referral partners who work with the sametarget market in complementary industries.4. Direct mail campaign to prospects including postcards focused on pitchingupcoming seminars, the informational booklet, and insurance services.5. Lead tracking with ACT! CRM database.

Advertising

Media Tracking Kits Requested

Peristyle Gardens Parents magazine Local pay-per-click advertising Yellow Pages ad Peristyle Gardens Herald (local paper) Flyers at apartment buildings

Referrals

Referrals are expected to be a primary source of growth for the business afterthe first year or two of operation. To achieve this, Plynthe Insurance will take thefollowing steps:

1. Letting clients know upon first meeting or talking to them that growing byreferrals is a goal of the business. This is a time to let them know thatcustomer satisfaction and a high level of personal service is extremelyimportant for the business to achieve. This sets expectations that the

business must follow through on, and encourages the customer to providereferrals if they are happy with Plynthe's service.2. Creating mailable, postage-paid consultation referral postcards - offers of afree consultation about a customer's insurance needs.3. Giving 5 of these postcards to customers after every 6 months along with aletter asking them to pass them on to other individuals and families they knowwho might need additional coverage. The letter will also offer customers the

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incentive that for every referral they bring to Plynthe Insurance who buyscoverage, they will earn a $100 credit towards a renewal or coverageupgrade.4. Plynthe Insurance will seek to create relationships with referral partnerswho provide complementary services to Plynthe's target market:

Accountants, real estate agents, apartment leasing agents/managementcompanies, ob/gyn doctors. This will begin by offering seminars for theirclients which can be of value to them and providing materials to the partners(10 page booklet, marketing kit, etc.) so that they are knowledgeable aboutPlynthe Insurance. When their current clients/tenants/patients use PlyntheInsurance, Kolem Plynthe will let the partners know so that they grow morecomfortable with the idea of referring Plynthe Insurance to others.

Lead Conversion Plan

Prospects are considered to be individuals who have attended a seminar orrequested the 10 page informational booklet. Seminar attendees will all be askedto leave their contact information in order to receive the 10 page informationalbooklet.

The 10 page booklet will include a postcard on its back cover which can be sentback to Plynthe Insurance with a request for specific information on certaininsurance topics or types of insurance. Those who send in these cards will be

called by a Plynthe Insurance agent to discuss insurance options. As a variety ofproducts are offered, it is most important to get to a first phone conversation withprospects to determine their needs better. This way the agent can move towardspresenting a quote that will meet their needs.

Prospects who do not move forward with speaking by phone at this point willcontinue to receive monthly postcards and email newsletters, each advertisingthe upcoming informational seminars. The monthly newsletter will also containarticles on industry changes customers should know about, important changes atPlynthe Insurance and in Peristyle Gardens, and a top 10 list (such as ten tips for

choosing an insurance provider, ten tips when moving to a new home, ten tips fornew parents-to-be, etc) which include practical information for prospects.

The agent will have initial phone conversations with clients and then meet themat their home or office for further discussion. He will bring his laptopcomputer with him to all sales calls to search for insurance options for clients, onthe spot, whenever possible. He will bring the informational booklet which can be

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discussed with clients, or certain sections pointed out, during the discussion. Itwill be left with clients to review further after a sales call.

When a quote is sent to a client, a time will be set to speak with the client aboutthe quote, to answer questions, and to talk through the key concerns the agent

identified which the quote was meant to solve.

Service Experience

Customer loyalty is encouraged, both through seminars specifically aimed atstrengthening relationships with current clients, and through quality assurancesteps (called the WOW Process).

To directly encourage renewal, the following system is set up: Two months priorto renewal, clients will be specifically checked-in with and courted to encouragerenewal. They will be asked again about changes in their situation to determineadditional needs for insurance. This is also an opportunity for the agent to referthem to additional vendors or services, or provide other helpful information to theclient.

Loyalty Product/Service Offerings

Once a year, a special presentation/networking party will be held. Half of

the participants will be loyal customers (those who have renewed at least once)and half will be prospects at the top of the list (those who have expressed seriousinterest or fit the ideal customer description very closely). After a presentation byKolem Plynthe on an industry issue relevant to these customers, there will be asocial portion of the event with appetizers served where the attendees can meeteach other. Both the social portion and the informational portion of the event willbe seen as of value to the attendees. Kolem Plynthe will gather information fromthe attendees by asking questions during the presentation, and he and otherassociates will mingle with attendees during the social portion. The event shouldhave a minimum of twenty and a maximum of fifty attendees.

The goal of these events is both to strengthen the bond between currentcustomers and Plynthe Insurance and to move towards closing deals withprospects.

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WOW Process

The WOW Process for Plynthe Insurance will include the following qualityassurance steps:

1. Send satisfaction survey by email to clients one week after signing on,asking about the process of starting up.2. Send satisfaction survey to clients after each renewal.3. Survey results tabulated in database from survey provider and reportreviewed by Kolem Plynthe with attention to individual problems as well asgeneral results.4. Individual problems probed further to understand how Plynthe Insurancefailed (either in setting expectations or in delivery) and clients apologized to.

To further delight clients after signing on, the following steps will be taken:

1. Send a gift appropriate for their situation (if parent-to-be getting lifeinsurance, send a gift certificate to baby store; if homeowner send a giftcertificate to home store, etc.)2. Ask clients periodically to suggest topics for upcoming seminars and thankthe client whose topic is chosen with an additional gift.

Marketing Calendar

Kolem Plynthe will set aside one hour - 8 AM to 9 AM - every day for marketing work as a minimum. This work will change depending on the month's focus. More time will beneeded during the first six months of operation due to all of the one-time activities that must be undertaken.

The weekly marketing meeting will be first thing in the day - at 7:30 or 8 AM before the business day begins. This will be a mandatory meeting for all staff. In the absence ofstaff, this will be a designated time for Kolem Plynthe to review the same materials and set goals for the next week.

Monthly

Monthly Marketing Themes

January: Industry developments - Seminar

February: Advertising Review

March: Spring Cleaning/Homeowner's Insurance focus - Seminar

April: Online Media Review

May: Making Sense of Life Insurance - Seminar

June: Testimonial/Case Study Development

July: Property coverage - Seminar

August: Informational Booklet Redevelopment

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September: Insurance Can Be An Asset - Seminar

October: Service experience review

November: Giving Thanks - Annual thank you cards to clients, Preferred Client/Prospect Seminar

December: Annual metrics review & goal setting

Milestones

Advertising / PRStartDate

EndDate

Budget Manager Ongoing

or Onetime

Create and PostFlyers

15-Feb

28-Feb

$500 RS Ongoing

Yellow PagesListing

15-Feb

28-Feb

$100 RSOne time

(w/renewals)

Inserted Row9-

Dec9-

Dec$0 RS

One time(w/

renewals)

First Advertisingin Periodicals

15-Feb

15-Apr

$500 RS Ongoing

TotalAdvertising / PRBudget

$1,100

EducationalMaterials

StartDate

EndDate


or Onetime

Seminar Formatdevelopment

15-Feb

28-Feb

$0 RS One time

Seminar location,invitations

29-Dec

28-Jan

$1,000 RSEveryother

month

Informationalbooklet draft

1-Mar

1-Apr

$0 RS One time

Booklet print firstrun

1-Apr

15-Apr

$1,000 RSEvery 6months

Newslettertemplate

15-Feb

28-Feb

$200 RS One time

First emailnewsletter (viaConstantContact)

1-Mar

16-Mar

$20 RSEverymonth

Total EducationalMaterials Budget

$2,220

Direct MarketingStartDate

EndDate


or Onetime

Develop firstsuspect list fordirect mail

15-Feb

28-Feb

$500 RSOnce

every 6mos

First direct mailcampaign(postcards)

29-Dec

28-Jan

$500 RSEverymonth

Total DirectMarketingBudget

$1,000

WebDevelopment StartDate EndDate Budget Manager

Ongoing

or Onetime

Create Website1-

Jan30-Jan

$1,000 RSOne time(periodicupdates)

Launch SEMCampaign

1-Feb

15-Feb

$500 RSOne time(periodicupdates)

Total WebDevelopmentBudget

$1,500

Customer Start End Budget Manager Ongoing

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Service Date Dateor One

time

Choose thankyou gifts

29-Dec

28-Jan


Createsatisfactionsurvey

29-Dec

28-Jan


Total Customer

Service Budget

$200

Totals $6,020

Critical Numbers

The sales for the business will be tracked with a QuickBooks accounting systemintegrated with an ACT! CRM database which will track leads generated. Eachassociate must enter their own information into the system. Kolem Plynthe willreview the numbers weekly, looking specifically at the Gap dashboard (presented

in the appendix).

The sales forecast and marketing expense budget show the critical numbers forPlynthe Insurance to achieve over the next three years.

Sales Forecast

Property insurance and life insurance will be the main drivers of business.Customers who use other products will typically be customers who have firstpurchased property or life insurance. Cost of sales is low as the revenues earned

come directly from the insurance providers generally as a commission on thepolicies sold and renewed. The commissions will range between 4% and 7%depending on the insurance provider, but estimates are an average of a 5%commission on policies sold, leading to the per unit commissions listed in theforecast.

Cost of sales consist of the fees involved with submitting and processing aclient's paperwork and the costs of travel (gasoline/tolls) that can be directlyattributed to sales calls at client homes and is estimated to start at 16% of salesin the first year and to drop to 15% in future years as travel costs can be saved

due to the volume of sales calls being made as well as some clients who do notneed sales visits due to renewals.

By building business through Kolem Plynthe's own sales and marketing work andthen through an additional associate, the business is expected to significantlygrow its revenue streams, especially in the target market of younger clients, inthese first three years of operation.

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Sales Forecast


Unit Sales

Propery Insurance 682 955 1,336

Life Insurance 318 445 624

Long TermCare/Disability

26 46 80

Valuable Items 363 509 712

Personal Liability 57 100 175

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Total Unit Sales 1,446 2,055 2,927

Unit Prices Year 1 Year 2 Year 3

Propery Insurance $100.00 $100.00 $100.00

Life Insurance $150.00 $150.00 $150.00


$150.00 $150.00 $150.00

Valuable Items $75.00 $75.00 $75.00

Personal Liability $75.00 $75.00 $75.00

Sales

Propery Insurance $68,200 $95,500 $133,600

Life Insurance $47,700 $66,750 $93,600


$3,900 $6,900 $12,000

Valuable Items $27,225 $38,175 $53,400

Personal Liability $4,275 $7,500 $13,125

Total Sales $151,300 $214,825 $305,725

Direct Unit Costs Year 1 Year 2 Year 3

Propery Insurance $16.00 $15.00 $15.00

Life Insurance $24.00 $22.50 $22.50


$24.00 $22.50 $22.50

Valuable Items $12.00 $11.25 $11.25

Personal Liability $12.00 $11.25 $11.25

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Direct Cost of Sales

Propery Insurance $10,912 $14,325 $20,040

Life Insurance $7,632 $10,013 $14,040


$624 $1,035 $1,800

Valuable Items $4,356 $5,726 $8,010

Personal Liability $684 $1,125 $1,969

Subtotal Direct Cost ofSales

$24,208 $32,224 $45,859

Marketing Expense Budget

This budget reflects the regular ongoing costs of marketing, separate from one-time costs listed in the milestones of the marketing calendar.

Informational booklets will be reprinted twice a year. Seminars will run everyother month. Expenses will increase by 4% each year, except for thank you giftswhich will rise more quickly with the number of current clients.

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Direct Mail $6,500 $6,760 $7,030

Print Advertising $1,200 $1,248 $1,298

Flyers $600 $624 $649

Seminars $6,000 $6,240 $6,490

Thank You Gifts $2,520 $3,780 $5,670

Pay-Per-Click Advertising $6,000 $6,240 $6,490

Informational Booklets $2,000 $2,080 $2,163

Other $6,000 $6,240 $6,490

------------ ------------ ------------

Total Sales and MarketingExpenses

$30,820 $33,212 $36,279

Percent of Sales 20.37% 15.46% 11.87%

Key Marketing Metrics

Leads generated will include the referrals listed. Referrals and testimonials willincrease sharply after the business gets off the ground, but will take time todevelop at first.

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On average, a customer will yield 1.5 transactions per year (a first purchase andone upgrade or additional policy for 50% of customers) When these transactionsoccur, they will yield commissions from the insurance providers averaging $150per transaction.



Revenue $151,300 $214,825 $305,725

Leads 3,232 1,589 2,270

Leads Converted 20.50% 22.00% 22.00%

Avg.

Transactions/Customer

1.50 1.50 1.50

Avg. $/Customer $150 $150 $150

Referrals 463 695 1,042

PR Mentions 17 20 25

Testimonials 322 350 375

Other 0 0

Marketing Training Game

The staff for Plynthe Insurance is currently small (beginning with one individual),but marketing training will be important as it grows. Each associate will gothrough a training sequence of six two-hour sessions with Kolem Plynthecovering:

1. Marketing purpose statement and positioning goal for the business and

what that means operationally2. Marketing kit3. Ideal target client and how they can be reached (marketing activities),Lead generation system4. Informational booklet, newsletters, blog, and seminars (and how theassociates are expected to contribute to these materials and presentationsgoing forward)5. Referral system

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6. Lead conversion system and role playing of client interaction

By spacing these sessions out over six days, new associates will have time toreview materials, think of questions, etc., in the intervening days. Kolem Plynthewill ask existing associates to lead these sessions for new associates as they are

brought on (with Kolem Plynthe supervising), creating an opportunity for existingassociates to review.

Once a week there will a be a one-hour marketing meeting broken out this way:

20 min review of ongoing marketing efforts, results and problems 20 min review of upcoming marketing efforts, status and next steps 20 min discussion of new ideas for marketing (lead generation, lead

conversion, and service process)

If topics cannot be covered in this time additional meetings will be set to hearmore thoughts outside of the regular meeting time.

Appendix

Sales Forecast

Mo

nth1

Mo

nth2

Mo

nth3

Mo

nth4

Mo

nth5

Mo

nth6

Mo

nth7

Mo

nth8

Mo

nth9

Mon

th10

Mon

th11

Mon

th12

UnitSales

ProperyInsurance

25

29

32

37

42

48

55

63

71

81

93

106

LifeInsurance

12

13

15

17

20

22

25

28

37

38

42

49

LongTermCare/Di

0 0 0 0 0 1 1 2 3 5 6 8

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sability

ValuableItems

13

15

17

20

23

26

29

33

38

43

49

57

PersonalLiability

0 0 0 0 0 0 2 4 711

15

18

TotalUnitSales

50

57

64

74

85

97

112

130

156

178

205

238

UnitPrices

M

onth1

M

onth2

M

onth3

M

onth4

M

onth5

M

onth6

M

onth7

M

onth8

M

onth9

Mo

nth10

Mo

nth11

Mo

nth12

ProperyInsurance

$100.00

$100.00

$100.00

$100.00

$100.00

$100.00

$100.00

$100.00

$100.00

$100.00

$100.00

$100.00

LifeInsurance

$1

50.00

$1

50.00

$1

50.00

$1

50.00

$1

50.00

$1

50.00

$1

50.00

$1

50.00

$1

50.00

$1

50.00

$1

50.00

$1

50.00

LongTermCare/Disability

$150.00

$150.00

$150.00

$150.00

$150.00

$150.00

$150.00

$150.00

$150.00

$150.00

$150.00

$150.00

Val

uableItems

$7

5.00

$7

5.00

$7

5.00

$7

5.00

$7

5.00

$7

5.00

$7

5.00

$7

5.00

$7

5.00

$7

5.00

$7

5.00

$7

5.00

PersonalLiability

$75.00

$75.00

$75.00

$75.00

$75.00

$75.00

$75.00

$75.00

$75.00

$75.00

$75.00

$75.00

Page 22 of29


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Sales

ProperyInsurance

$2,500

$2,900

$3,200

$3,700

$4,200

$4,800

$5,500

$6,300

$7,100

$8,100

$9,300

$10

,600

LifeInsurance

$1,800

$1,950

$2,250

$2,550

$3,000

$3,300

$3,750

$4,200

$5,550

$5,700

$6,300

$7,350

LongTermCar

e/Disability

$0

$0

$0

$0

$0

$15

0

$15

0

$30

0

$45

0

$75

0

$90

0

$1,2

00

ValuableItems

$975

$1,125

$1,275

$1,500

$1,725

$1,950

$2,175

$2,475

$2,850

$3,225

$3,675

$4,275

PersonalLiability

$0

$0

$0

$0

$0

$0

$150

$300

$525

$825

$1,125

$1,350

TotalSales

$5,275

$5,975

$6,725

$7,750

$8,925

$10,200

$11,725

$13,575

$16,475

$18,600

$21,300

$24,775

DirectUnitCos

ts

Month

1

Month

2

Month

3

Month

4

Month

5

Month

6

Month

7

Month

8

Month

9

Month

10

Month

11

Month

12

ProperyInsurance

16.00%

$16.00

$16.00

$16.00

$16.00

$16.00

$16.00

$16.00

$16.00

$16.00

$16.00

$16.00

$16.00

Page 23 of29


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LifeInsurance

16.00%

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

Lon

gTermCare/Disability

16.00%

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

$24.00

ValuableItems

16.00%

$12.00

$12.00

$12.00

$12.00

$12.00

$12.00

$12.00

$12.00

$12.00

$12.00

$12.00

$12.00

Person

alLiability

16

.00%

$1

2.00

$1

2.00

$1

2.00

$1

2.00

$1

2.00

$1

2.00

$1

2.00

$1

2.00

$1

2.00

$1

2.00

$1

2.00

$1

2.00

DirectCost ofSales

Propery

Insurance

$4

00

$4

64

$5

12

$5

92

$6

72

$7

68

$8

80

$1,

008

$1,

136

$1,

296

$1,

488

$1,

696

LifeInsurance

$288

$312

$360

$408

$480

$528

$600

$672

$888

$912

$1,008

$1,176

LongTermCare/Di

sability

$0

$0

$0

$0

$0

$24

$24

$48

$72

$120

$144

$192

ValuableItems

$156

$180

$204

$240

$276

$312

$348

$396

$456

$516

$588

$684

Person

$0

$0

$0

$0

$0

$0

$2

$4

$8

$1

$1

$2

Page 24 of29


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alLiability

4 8 432

80

16

SubtotalDirect

Cost ofSales

$8

44

$9

56

$1,

076

$1,

240

$1,

428

$1,

632

$1,

876

$2,

172

$2,

636

$2,

976

$3,

408

$3,

964


Mont

h1

Month2

Month3

Mont

h4

Month5

Month6

Month7

Mont

h8

Month9

Month10

Mont

h11

Mont

h12

DirectMail

$500

$500

$500

$500

$500

$500

$500

$500

$500

$500

$500

$1,

000

PrintAdvertising

$100

$100

$100

$100

$100

$100

$100

$100

$100

$100

$100

$100

Flyers

$50

$50

$50

$50

$50

$50

$50

$50

$50

$50

$50

$50

Seminars

$1,

000

$0

$1,000

$0

$1,000

$0

$1,000

$0

$1,000

$0

$1,

000

$0

ThankYouGifts

$100

$120

$140

$160

$180

$200

$220

$240

$260

$280

$300

$320

Pay-Per

-ClickAdvertising

$500

$500

$500

$500

$500

$500

$500

$500

$500

$500

$500

$500

Information

$1,

$0

$0

$0

$0

$0

$1,

$0

$0

$0

$0

$0

Page 25 of29


26/29

alBooklets

000

000

Other

$50

0

$50

0

$50

0

$50

0

$50

0

$50

0

$50

0

$50

0

$50

0

$50

0

$50

0

$50

0

------------

------------

------------

------------

------------

------------

------------

------------

------------

------------

------------

------------

Total

SalesandMarketingExpenses

$3,

750

$1,770

$2,790

$1,

810

$2,830

$1,850

$3,870

$1,

890

$2,910

$1,930

$2,

950

$2,

470

Percent ofSales

71.

09%

29.62%

41.49%

23.

35%

31.71%

18.14%

33.01%

13.

92%

17.66%

10.38%

13.

85%

9.

97%


Month1

Month2

Month3

Month4

Month5

Month6

Month7

Month8

Month9

Month10

Month11

Mont

h12

Revenue

$5,2

75

$5,9

75

$6,7

25

$7,7

50

$8,9

25

$10,

200

$11,

725

$13,

575

$16,

475

$18,

600

$21,

300

$24,

775

Leads117

133

149

172

198

227

261

302

349

394

430

501

LeadsConverted

20.

20.

20.

20.

20.

20.

20.

20.

21.

21.

22.

22.

Page 26 of29


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28/29

seminar,booklet)

Business

Sales

$5,275

$5,975

$6,725

$7,750

$8,925

$10,200

$11,725

$13,

575

$16,

475

$18,

600

$21,

300

$24,775

Cost ofSal

es

$84

4

$95

6

$1,0

76

$1,2

40

$1,4

28

$1,6

32

$1,8

76

$2,

1

72

$2,

6

36

$2,

9

76

$3,

4

08

$3,964

Tactical

Leadsfrommarketing

117

133

149

172

198

227

261

302

349

394

430

501

Leadsfromreferrals

025

28

30

33

37

40

44

49

54

59

65

Strategic

PRMentio

ns

0 1 1 1 1 1 2 2 2 2 2 2

RenewalRate

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

Page 28 of29


29/29

Date post:	10-Apr-2018
Category:	Documents
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Personal Insurance Agent Marketing Plan

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