Personal Insurance Agent Marketing Plan
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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
Budget Manager Ongoing
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
Budget Manager Ongoing
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
$0 RSOne time(periodicupdates)
Createsatisfactionsurvey
29-Dec
28-Jan
$200 RSOne time(periodicupdates)
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
Year 1 Year 2 Year 3
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
Long TermCare/Disability
$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
Long TermCare/Disability
$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
Long TermCare/Disability
$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
Long TermCare/Disability
$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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Marketing Expense Budget
Year 1 Year 2 Year 3
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.
Key Marketing Metrics
Year 1 Year 2 Year 3
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
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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
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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
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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
Marketing Expense Budget
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
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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%
Key Marketing Metrics
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.
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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%
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