1. º
ALEXANDRA MOREHOUSE AAA ACCOMPLISHMENTS:
Scope: Managed 200 + employees in 14 different departments. Budget of over $100 million. Developed enterprise
expansion, distribution and marketing strategies in over 20 states.
STRATEGIC ACCOMPLISHMENTS
 Delivered incremental revenues of $102 million, ultimate amounting to one third of all corporate revenues
 Developed and implemented highly successful lead flow pipeline for insurance sales agents
 Grew revenues at 20-30% higher than the industry average every year since 2004
 Reduced cost per lead over 50% through aggressive use of new and emerging media.
(Mobile applications, social media, digital)
 Increased retention 2.7 points, resulting in $48mm increase to net profits
NUMBER OF LEADS GENERATED
1,000,000 825,389 875,000
720,266 759,109 765,551
750,000 561,452
500,000 374,923
250,000
0
0
2003 2004 2005 2006 2007 2008 2009 2010
Cost/Lead: $0 $15.12 $13.02 $13.83 $19.14 $23.00 $9.69 $9.50
BRANDING
 Prior to 2002, no brand standards, architecture, nomenclature or policy existed.
 Initiated and chaired a Branding Committee with national representation across all AAA clubs in North America.
Developed uniform brand standards, architecture and naming conventions. Instituted annual brand tracking with
Landor BAV
 Implemented new brand standards across 12 different legal entities and 200+ systems so that brand was
represented consistently across all billing, marketing, web and regulatory notifications.
 Renovated over 150 retail locations, 3 call centers, 2 claims centers and built new
main office to conform to brand standards
 Launched two highly successful new brand extensions.
ADVERTISING
 Revitalized brand look, feel and expression for a 100 year old brand. Raised relevance
and differentiation 5 points when compared to 2,500 other brands.
 Expanded brand advertising from 3 states to 26
 Increased brand awareness and consideration 23% on a reduced marketing budget
 Implemented strict measurement and controls to ensure ROI could be assigned to all
marketing activities.
 Dramatically expanded digital, social media and mobile marketing in place of more expensive traditional
media buys.
 Expanded from traditional media to mobile applications, social media, extensive use of digital and
search. Reduced cost per lead by over 50% by moving away from TV
and print.

2. PUBLISHING
 Increased revenue sales from advertising year-over-year for 9 years, despite deep decline
in the publishing industry.
 Expanded magazine circulation to 5 additional states.
 Won two Lowell Thomas awards for publishing excellence
PUBLISHING AFFAIRS
 Won over 30 national awards for media relations, philanthropy and volunteerism, including the Points of Light
award from President George H.W. Bush.
 Earned over $56 million ad-equivalent dollars in press coverage, as measured by Competitrak
 Launched highly successful Hispanic media relations campaign, resulting in increased penetration of that
market.
 Wrote and passed over a dozen pieces of traffic safety legislation
DATABASE MARKETING AND ANALYTICS
 Developed and implemented a customer marketing database with campaign management tools to automate
marketing programs and enable rapid test-and-learn.
 Developed a comprehensive database of all desirable non-customer prospects.
 Applied overlay of 900 + geodemographic data elements to better profile & segment customers.
 Developed analytic portfolio to include highly accurate lifetime value model, propensity
to buy model, attrition model and a full suite of segmentation schema.
 Implemented extensive quantitative and qualitative research and competitive studies. Deployed conjoint
analysis for pricing and bundling across all product lines.
 Implemented NPS score for all business lines and across critical transactions.
MARKET RESEARCH AND COMPETITIVE INTELLIGENCE
 Transformed research function by establishing first enterprise-wide knowledge management system with open access
for all employees
 Published annual competitive assessment as cornerstone of strategic planning
 Executed all pricing, advertising, brand, customer satisfaction and Net Promoter score research
 Translated research results into corporate strategy: product innovations, operational improvements and
marketing/advertising tactics
 Developed psychographic target segment, which were implemented within corporate strategy