In The Last Half Decade, EverydayFamily.com Has Delivered Thousands of Policy Holder Applications To Gerber Life Insurance, Resulting In Millions In New Revenue.

1. Advertising Analytics: Gerber Life Insurance Company
In The Last Half Decade, EverydayFamily.com Has
Delivered Thousands of Policy Holder Applications
To Gerber Life Insurance, Resulting In Millions In
New Revenue.

2. Advertising Analytics: Gerber Life Insurance Company
The Gerber Life Insurance Company wanted to increase sales of its products, overall efficien-
cies and ROI. The company continues to seek the expertise of EverydayFamily.com’s Life Stage
Marketing team to grow Gerber Life’s customer base by identifying which new moms were
most likely to buy an insurance policy for their babies and creating and executing a conversion
strategy to migrate these moms from “decision” mode, to funded Gerber Life policyholder.
The following case study from EverydayFamily.com and Gerber Life Insurance provides an
example of how integrated marketing, for the delivery of digital advertising, aligned with a
customized measurement approach, can drive both greater efficiency and effectiveness for
performance-based advertisers, year after year.
The challenge
The Gerber Life Grow-Up Plan is an affordable insurance policy that parents can purchase for
their children. The policy is whole life insurance that builds cash value as children grow up.
At age 18, the child can take over the insurance policy. The primary target audience is young,
middle class families. Gerber Life had used direct mail as an acquisition tool for many years
and had utilized email marketing in more recent years with growing success, but contin-ued
to search for a solution that would provide its desired level of ROI

3. EverydayFamily.com and Gerber Life collectively believe that the right strategy, measurement
and optimization are critical to the success of digital advertising. This is in stark contrast to
what many publishers consider the commoditizing of advertising through ad exchanges and
third-party ad aggregators.
It’s only through a deep relationship with EverydayFamily.com for more than half a decade,
that Gerber Life has been able to evaluate and improve the quality and efficacy of its digital
media at each stage of the advertising process: objectives, in-campaign and post-campaign.
Advertising Analytics: Gerber Life Insurance Company
The Gerber Life Digital management team has worked with the EverydayFamily.com Mar-
keting team to build a long term, sustainable, strategic approach to planning, executing and
measuring the effectiveness of digital advertising to drive lead generation, brand awareness
and new Gerber Life policyholders.
The approach

4. Advertising Analytics: Gerber Life Insurance Company
In-Campaign
For a growing portion of its digital media spending, Gerber Life relies on performance-based
media buying, with measurable ROI. To that end, EverydayFamily.com generated insurance
applications for their juvenile life insurance program, as well as provided branding and pro-
gram support through solo emails, targeted on-site banners, social media, targeted newsletters,
custom embed programs and quality co-registrations.
This process successfully created a secure, reliable environment that leveraged brand trust
within EverydayFamily.com’s members and resulted in higher application rates than typically
seen by Gerber Life.
To achieve Gerber Life’s objectives, EverydayFamily.com and Gerber Life created a
cobranded multichannel acquisition and remarketing program to obtain the highest
volume of new policies, while maintaining the overall policy value and ROI.
Objectives
Solo Email
Life Stage Newsletters
Social Media
Custom Embedded Application Program,
since January 2008
Performance -based ROI

5. Advertising Analytics: Gerber Life Insurance Company
EverydayFamily.com worked closely with the Gerber Life team year after year to identify oppor-
tunities for improvement and to adjust campaign performance based on Gerber Life’s KPI. Based
on these performance indicators, Campaign optimization is then carried out at the publisher
level, with EverydayFamily.com making adjustments on site channels to improve Gerber Life’s
ROI and conversion of overall efforts to drive new Policyholders.
Post-Campaign
Finally, to evaluate the actual impact of the campaign, Gerber Life and EverydayFamily.com used
objectives against delivery metrics that evaluate the conversion from digital advertising efforts.
Armed with meaningful data, Gerber Life and EverydayFamily.com are able to measure changes
in key conversion metrics in addition to the gross conversion lift generated by its campaigns. In-
sights gleaned from these studies inform in-campaign optimization and improve future campaign
planning and execution.
Applications completed
145%Custom
Embedded
Application:
125%On-Site
Banners:Goal
110%Solo Email:

6. Advertising Analytics: Gerber Life Insurance Company
EverydayFamily.com has built a long-term, integrated consumer marketing relationship
with Gerber Life to drive brand awareness, brand equity and most importantly, Gerber
Life Policyholders.
The results
The integrated, multi-channel approach that supported this campaign led to the overall success of
the partnership marketing plan.
We worked closely with Gerber Life to develop a co-branded environment for our members where
we leveraged the brand trust we have with our members to present an amazing opportunity from
an iconic brand like Gerber.
The custom solution has proven to be a highly effective channel to drive new insurance applica-
tions in a secure trusted environment, leveraging both parties brand equity.
THOUSANDS
APPLICATIONS
IN 5-YEARS
MILLIONS
IN NEW REVENUE
“By working with the Partnership team at EverydayFamily.com, you gain a trusted ally with
a strategic focus on growth through marketing innovation.
EverydayFamily.com partners with quality brands, like Gerber, to help it achieve its business
goals. EverydayFamily.com leverages its many channel assets to the benefit of brand partners
like Gerber, to drive brand differentiation, consumer engagement and sales.”
NOAH ANDERSON, CEO
EverydayFamily.com

7. Advertising Analytics: Gerber Life Insurance Company
It also evaluates the degree to which impressions reach the campaign target audience, based
on real-world performance against vertical competitors.
About Gerber Life Insurance
EverydayFamily.com and Gerber Life Insurance share a common goal: to help parents raise
happy, healthy children. Gerber Life Insurance has an additional goal. Its their mission to be
the brand that parents trust to help them achieve financial security and protection for their
families. By providing affordable, industry-leading, juvenile life insurance, and other insurance
products, they strive to give customers the comfort and peace of mind they deserve.
About EverydayFamily.com
EverydayFamily.com (EF) is a family driven website – in every sense – featuring a growing
community of more than three million members who share their everyday parenting
experiences. EF is an online home and established resource for experts and parents who have
advice and information to share, as well as those who are seeking guidance and support as they
move through their family’s journey, from preconception, to preschool, and beyond. EF invites
everyone to get comfortable and share stories, thoughts, advice, and opinions with other
families. The editors at EF, as well as the entire EF community, are dedicated to providing daily
content for families seeking advice, information, and support… and to giving back to the
communities supporting us.
About EverydayFamily.com’s Partnership Marketing
To learn more about the EverydayFamily.com approach to
advertising, please contact:
Tony.Golden@EverydayFamily.com
EverydayFamily.com’s Partnership Marketing is an integrated solution for complete
campaign delivery validation and in-flight optimization. Unlike existing ad-exchange,
ad network or RON solutions, partnership marketing provides communication,
delivered across a variety of channels, such as ads delivered in-view, in the right
geography, in a brand-safe environment.