Industrial Alliance Groupe Financier

Key ConsultingStephanie ChabotShana Labrecque Philippe Latreille

Mandate

Objectives:

Foster Brand Equity Increase number of prospects Increase Sales

Introduction Analysis Alternatives Recommendation Implementation Conclusion

To develop a strategy which will enable iA to increase the amount of prospects and life insurance sales for

the 18-25 age range in Canada

Key Considerations

Unsought Product

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Education

Loyalty

Financial Impact

The Life Insurance Industry

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Value must be demonstrated is required to be differentiated in this industry

High barriers to entryGrowth

Consolidation

$4.195 B industry

22 million subscribers

1

2

3

Competition

Introduction Analysis Alternatives Recommendation Implementation Conclusion

A unique offering is required to differentiate value

Financial Institutions

Insurance Companies

iA Groupe Financier

Introduction Analysis Alternatives Recommendation Implementation Conclusion

With an established network in place, rejuvenation will attract customers

Established Player

Diversified Portfolio

Stakeholders

AdvisorsIndependent Brokers

Employees

Customers + family

1

2

3

Target Market – Max

Introduction Analysis Alternatives Recommendation Implementation Conclusion

A seamless ominichannel experience needs to be created to simplify process

Works/studies, socializes, CSR, social

consumption, humour, gamification

What does he do?

Advantages, lower cost, investment for

future

Why should he buy?

18-25 years old

Who is Max?

Denial of termination,Education, financial

limititations

Why doesn’t he buy?

Products and Services

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Models exist to satisfy different needs and must be clearly communicated

Temporary Life Insurance

- Terms - Temporary needs

- Financial Limitations

Complete Life Insurance

- Until death- Stable premiums

Universal Life Insurance

- Life Insurance- Portion of savings

Who should iA target?

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Companies

Parents

Consumers

1.

2.

3.

Decision Criteria

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Ease of Convertibility

Sustainability

Timeliness

Market Potential

Decision Matrix

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Companies Parents Consumers

Market Potential

Ease of Convertibility

Sustainability

Timeliness

Recommendation

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Targeting customers directly will best enable iA to increase the amount of prospects and life insurance

sales for the 18-25 age range in Canada

Communication

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Communication ObjectiveIncrease the level of perceived

relevance of life insurance amongst the 18-25 age group

Communication MessageIndustrial Alliance is your trusted life

insurance advisor, guaranteeing• Simplicity• Convenience• Customizability

Recommendation

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Industrial Alliance, your Intelligent alliance

Industrielle Alliance, votre alliance intelligente

Implementation at a Glance

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Prospecting (0-4 months)

Mobile Intelligent Alliance ApplicationOnlinePR

Customization (4-8 months)

PRContest (Internal & External)Advertising Campaign

Coverage (8+ months)

PartnershipUpselling & Cross selling opportunitiesReferral

Prospecting Phase (0-4 Months)

Introduction Analysis Alternatives Recommendation Implementation Conclusion

iA

First Step – Profiling (data collection)

Intelligent Rewards

Savings Tracker

Gamification Integration + discount (Nike fuel band, Fitbit…)

My iA profile

Community post & event notification

Intelligent Alliance Application

Email Blast & targeted

Ads+ Blogs

Prospecting Phase (0-4 Months)

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Online• Search engine marketing (save money, smart investment,

intelligent investment etc.)• Website (community posts & integrated intelligent adviser)

Public Relations• Intelligent Ambassadors, employees, independent brokers• Major regions• Physical test with intelligent alliance gear• Application introduction

Customization Phase (4-8 Months)

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Ad Campaign• Traditional: Intelligent vs unintelligent

decisions (parachute)• Out of Home: Bars, cinemas, public

transportation services, metro blitz• Online: YouTube pre-roll, Banners, Mobile

• Quiz up• Trivia crack

Customization Phase (4-8 Months)

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Public Relations• Intelligent ambassadors• Events (Spartan Race, Iron man, Tour de l’ile etc.)

Contest • Internal: 5 best salesmen win a trip California

(Silicon Valley)• External: Win your insurance policy for 10 years• Social Media-most intelligent decision

Coverage Phase (8+ Months)

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Partnership• Transportation: Uber, Bixi• Food: Sobeys-Loblaws, Freshii, Chocolats Favoris Inc. ;)• Fitness: Goodlife Fitness, Energie Cardio

Upselling + Cross selling• Other iA services

Referral Program

Medical Application Integration

Budget

Introduction Analysis Alternatives Recommendation Implementation Conclusion

In CDN dollars

Ambassadors 40,000

Contests 35,000

OOH 880,000

Intelligent App 450,000

SEM 900,000

Mobile 150,000

Banners 125,000

YouTube Preroll 250,000

Video Production 95,000

Launch Event 30,000

Total $2,955,000

Budget

Introduction Analysis Alternatives Recommendation Implementation Conclusion

Assumptions*New Revenues

$1000/year and 20,000 new policies

ROI = 5.77

Mandate

Objectives:

Foster Brand Equity Increase number of prospects Increase Sales

Introduction Analysis Alternatives Recommendation Implementation Conclusion

To develop a strategy which will enable iA to increase the amount of prospects and life insurance sales for

the 18-25 age range in Canada

Thank you! Any Questions?

Key ConsultingStephanie ChabotShana Labrecque Philippe Latreille