2. Responding in Real-time & Other Winning Strategies for Insurance Marketers Presenters: Tim Hendricks, Vertis Communications Jeff Rodis, Mutual of Omaha 2September 28, 2011

3. Jeff RodisManager – Marketing Operations, Mutual of Omaha Over 25 years of experience in insurance operations and consumer marketing Experience includes two of the nation’s largest direct mail insurance marketers Annual mailing volumes in the nine figure range Leader in using advanced technology to improve cycle time, efficiency and workflow Procurement and strategic sourcing background – sourced over $750mm in print and mail services 3September 28, 2011

4. Tim HendricksSVP Regional Sales, Vertis Communications Over 25 years of experience w/insurance and financial marketers BS Business Administration from St. John’s University MBA with a Marketing Concentration from Benedictine University Adjunct Professor of Marketing at Benedictine University Featured University Speaker on Direct Marketing Published articles on the use of marketing workflow, digital technologies and multichannel marketing in: PIMA (Professional Insurance Marketing Association); Target Marketing Magazine (online); Insurance Advocate Magazine and Idea Alliance’s IPA Bulletin 4September 28, 2011

6. Winning Strategies Improve Agent Response to New Leads Go Green to Save Green Drive Consumers Online with pURLs and QR Codes Create Brand Awareness in Multiple Channels Connect Across Language and Cultural Barriers 6September 28, 2011

7. Improve Agent Response to New Leads THE CHALLENGE: How can a national insurer reduce the amount of time between when an agent receives a lead to the prospect’s actual receipt of thedesired information? THE SOLUTION: Help agents respond in real time through digital workflow and fulfillment tools that increase response and customer engagement. 7September 28, 2011

8. Case Study:Improve Agents’ Response to New Leads Heavily regulated industry requires highly versioned customer communications Real-time response to consumer requests is critical to converting leads into policies Agents faced with cumbersome and challenging fulfillment process of manual forms, faxes, emails and phone calls Agents are competing with consumer’s accelerated access to technology and time for conversion 8September 28, 2011

9. Solution:Improve Agents’ Response to New Leads Proprietary targeted marketing asset database with digital workflow allowing agents to respond to requests immediately Flexible and creative marketing workflow for ordering, customizing materials the agents create and deploy on their own 9September 28, 2011

10. How does a workflow solution work? 10September 28, 2011

12. Web

13. Telephone

14. Transactional

15. TriggerChannel Delivery Multi-channel Communication Platform C ONTENTM G MT BIZRULES Direct Mail Segmented Consumer Info Inserts Text Messaging Insurance CompanyContent Management e-mail marketing Incentives Digital Images Insurance Company Creative Microsite/ PURL Standard Templates Variable Text Rich media, etc Closed-loop measurement 11September 28, 2011

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25. Results:Improve Agents’ Response to New Leads Reduced cycle time from weeks to 3 days Dynamic kitting capabilities along with multi-component matching Changes that typically required weeks to implement are now executed in days Web-based solution offers visibility of entire process Limitless personalization and targeted message capabilities Elimination of pre-printed materials, digital library and print-on-demand Robust content management system supports image, text content and versioning 21September 28, 2011

26. Go Green to Save Green THE CHALLENGE: How can a leading health care insurer improve their carbon footprint and reduce costs, eliminate obsolescence and deliver relevant communications to their customers? THE SOLUTION: Creative redesign, digital workflow and the right delivery strategy 22September 28, 2011

27. Why do companies adopt “go green” initiatives? 73%believe it is important to buy from green companies Meeting corporate citizenship goals? Appealing to consumer social values? Reduce production and deployment costs? All of the above! 55%are willing to pay more for green products Source: Cohn & Wolfe, Esty Environmental Partners, Landor Associates, Penn Schoen Berland, "2010 ImagePower Global Green Brands Survey," June 2010 (U.S. Adults)

28. Case Study:Go Green to Save Green A leading U.S. health insurance provider wanted to identify “green” solutions that would substantially reduce production and deployment costs across its customer marketing initiatives 24September 28, 2011

29. Case Study:Go Green to Save Green Audited existing marketing practices and program elements What are they doing? How and why? Uncovered process and output duplication 25September 28, 2011

30. Case Study:Go Green to Save Green Re-engineer workflow Redesign creative templates Enable one-to-one marketing 26September 28, 2011

31. Benefits to who:Go Green to Save Green Re-engineering marketing workflow and centralizing assets helped achieve the health insurance provider’s “go green” goals with significant results: 27%less paper consumption 18% inventory reduction 15% lower electricity usage 27September 28, 2011

32. Results:Go Green to Save Green Least possible ecological footprint Branding standardization Highly personalized and customized documentation: true 1:1 Lower cost per page Just-in-time document delivery Inventory reduction and elimination of obsolescence waste Costs to comply with regulatory requirements are minimized Reduced cycle time and streamlined workflows Elimination of print platesand films No ink use, so no ink waste Process water is eliminated Paper usage and paper waste is greatly reduced Air pollution control devices are eliminated Flammable chemicals are eliminated, no VOC emissions 28September 28, 2011

33. Personalized URLs and QR Codes THE CHALLENGE: How do you make it easy for consumers to respond to your offer and interact with thebrand, while tracking and improving campaign responses? THE SOLUTION: Provide consumers with easy access through personalized URLs or QR Codes 29September 28, 2011

34. Case Study:Personalized URLs and QR Codes A health care benefits company felt a print-only marketing campaign had grown stagnant and was no longer attaining their acquisition goals 30September 28, 2011

35. Program Goals:Personalized URLs and QR Codes Open new communications channels with current and prospective customers Increase response rates over traditional direct mail-only marketing efforts Increase sales by engaging in more relevant conversations with customers and prospects 31September 28, 2011

36. Solution:Personalized URLs and QR Codes Increase sales through better consumer engagement using a multichannel approach: Direct mail incorporating personalized URLs (pURLS) Personalized website landing pages to provide a customized online consumer experience www.VertisPIMA.com/Johnsmith 32September 28, 2011

37. How does it work? Personalized URLs and QR Codes Consumers receive direct mail, email or other personal communication with a unique identification code Call-to-action directs consumers to their own personal website: www.VertisPIMA.com/Johnsmith Consumers enter identification code, then complete user profiles Marketer uses the newly gained consumer insights to tailor future messages to customer likes and preferences 33September 28, 2011

38. Personalized URLs Example ofa pURLon a mail piece 34September 28, 2011

39. Customer is greeted by personalized landing page Personalized URLs

40. Personalized URLs Page 2 of landing page requesting additional information 36September 28, 2011

41. Personalized QR Codes QR Code 37September 28, 2011

42. Personalized QR Codes 38September 28, 2011

43. Personalized QR Codes Landing page requesting additional information 39September 28, 2011

44. Benefits to the consumer:Personalized URLs and QR Codes A uniquely tailored online experience In exchange for information, consumers receive future content tailored to their needs Product and service offers become highly relevant 40September 28, 2011

45. Personalized URL Workflow Overview 2. Gather Data 1. Welcome Screen 4. Email confirmation to consumer – Begin Relationship 2. Involvement 3. Thank You - we will be sending you info 5. Viral Component – Refer-a-Friend 41September 28, 2011

46. Benefits to the consumer:Personalized URLs and QR Codes Analyze and model the newly captured data; provides valuable insights into consumers’ needs, interests and preferences Use these insights to add value to the consumer by engaging them through meaningful online experiences and follow-up communications 122% ROIon every dollar 42September 28, 2011

47. Results:Personalized URLs and QR Codes According to the DMA, 42% of all direct mail respondents prefer to respond online (DMA 11/2009) Based on statistics, businesses enjoy a 122% ROI on every dollar invested in a pURLprogram; behavior data shows that customers respond to pURL communications across generations *41% of consumers polled prefer to respond to an insurance direct mail offer at the sender’s website In a 27 vertical market print-to-pURL test, the pURL drew a 5.1% visit rate and a 3.28% response rate. The insurance industry saw the highest number of pURL visitors/responses 43September 28, 2011

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49. Multichannel Brand-Building THE CHALLENGE: How do you attract the right customers in a crowded, wary regional market Channel surf! Mass outreach builds awareness, and targeted marketing brings your desired consumers to your door THE SOLUTION: 45September 28, 2011

50. Case Study:Multichannel Brand-Building A new-to-the-regional-market homeowners insurance company faced considerable odds launching into an established market 46September 28, 2011

51. Solution: Multichannel Brand-Building Conduct in-depth focus groups with consumers Overhaul the brand platform Create an emotional connection with “live here, work here” ethic Promote the insurer’s “A” financial stability rating Showcase their team of responders Initiate multichannel marketing to increase the need and brand awareness 47September 28, 2011

52. Benefits: Multichannel Brand-Building Consumer: convenience/education and control Marketer: Better consumer connectivity Average campaign improvement of 35% Add more personalization = an average improvement of close to 50% 48September 28, 2011

53. Results: Multichannel Brand-Building Targeted newspaper inserts and ROP had call center phones ringing off the hook Unique 800 #s enabled tracking of lead source Heightened attention resulted in a15% increase in responses to targeted direct mail Volume of qualified leads was so dramatic, the insurer reached state-mandated limit and didn’t seek new policyholders for 6 months 49September 28, 2011

54. Hispanic Marketing THE CHALLENGE: How do you connect across language and cultural barriers with the fastest-growing consumer segment? THE SOLUTION: A multilingual campaign that addresses key cultural needs and values, in a format proven to attract the target group 50September 28, 2011

55. Hispanic Marketing: By 2014, one person out of every six living in the U.S. will be of Hispanic origin* Now the Nations 2nd largest consumer market Hispanic disposable income is expected to grow to $1.3 trillion in 2014* Most favor culturally relevant communication * Source: The Hispanic American Market, 7/8/10 51September 28, 2011

59. Built trust and loyalty – re-branding gave them the comfort they needed

60. Provide them with relevant information on their terms

61. Marketer

62. Improved relationship with Hispanic consumer and market

63. Became a trusted provider

64. Improved Brand position54September 28, 2011

65. Campaigns Leveraged with Cultural Insights Launched bilingual efforts for greater relevance and brand authenticity Featured family-based imagery to build emotional connection Used direct mail as backbone of marketing mix Tested incentive-based direct mail referral programs 55September 28, 2011

66. Campaigns Leveraged with Cultural Insights Developed sponsorship featuring soccer superstar Cuauhtémoc Blanco to deepen credibility and roots within the community 56September 28, 2011

67. Results: Hispanic Marketing Direct mail delivered lower cost-per-lead than previous benchmarks Incentive-based referral programs outperformed all other lead types by over 100% Incremental revenue convinced Insurer to devote significant budget to Hispanic marketing 57September 28, 2011

68. “To get a result youdon’t get now… you have to do somethingyou don’t already do.” Albert Einstein 58September 28, 2011

69. Insurance marketers are faced with unique challenges Understanding how the consumer wants to be marketed to is key Responding to customers and prospects with relevant and timely communications increases response rates Leverage the multi-channel strategies that have proven to be successful by your peers Key Take Aways 59September 28, 2011

70. Questions? Tim Hendricks SVP Regional Sales Vertis Communications 630-571-7575 X 2026 thendricks@vertisinc.com Jeffrey Rodis Manager-Marketing Operations Direct to Consumer Marketing Mutual of Omaha 402-351-4186 Jeff.rodis@mutualofomaha.com 60September 28, 2011

71. 61September 28, 2011 ® Sep-11 Vertis, Inc. All rights reserved.