SUN LIFE FINANCIAL

Scoring Brand Affinity in Quebec

Assistant Vice-PresidentMarketing and Communications@SunlifeQC

Adapting the brand for Quebec

2011New Business Strategy

New Marketing Vision

10 questions we asked ourselves

1. Donations and sponsorships… Why?

2. What are our competitors doing?

3. How do we showcase our reason to be?

ConsumerMarket

Brand

Supporting Quebecers at each

stage of their financial life

Expertise & Personality

Needfor empowerment

Quebeclagging behind

Redefining home economics

CrédibilitéCredibility Availability

Access to the arts

Financiallife

Diabetes prevention

Sun Life Financial

Donations and sponsorships

program

4. How should we interconnect donations and sponsorships?

Financial life Access to the arts Diabetes prevention

Donations Sponsorships Donations Donations

Activation Financial

life

Content partners

IMPACT ON CHOICE OF PROPERTIES

5. How can we stay relevant on multiple levels?

5. How do we stay relevant

on multiple levels?

ADVISORSBRAND

National

Provincial

Local

6. How can we do more without increasing our costs?

Owned Media

Earned Media

Paid Media

PartnersSun LifeFinancial

7. Can we activate our sponsorships to deliver direct business results?

http://www.youtube.com/watch?v=BTuLga0rLTA

Video

8. How can we get employees and clients involved?les clients ?

8. How can we get

employees and clients

involved?

Information Participation

Sharing

ClientsEmployees

9. How can we manage our program more effectively?

10. How will we measure performance?

FIELD ACTIVATION MEASUREMENTS

BRAND RESEARCH

MEDIA MEASUREMENTS

SOCIAL MEDIA & WEB

INTERNAL COMM

BUSINESS OPPORTUNITIES* Exemple seulement

Thank you!

In conclusion

Thank you!

Thank you!