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Voluntary Marketing Practices 2008

The classic role of marketing is to define the customers to be targeted, determine their needs, and then translate those needs into requirements for satisfied customers. In addition, it usually involves product development activities, including ensuring that products and services are developed that meet customer needs and that are consistent with competitive conditions. Finally, marketing also usually incorporates distribution, communications, sales promotion, positioning, and advertising. While the same department may not handle all of these activities, all are necessary and play an important role in a company’s success.

Eastbridge’s latest Spotlight Report, Voluntary Marketing Practices 2008, compares the marketing practices of 22 voluntary carriers. Specifically, it looks at:

• How the marketing department is structured
• Types of marketing plans developed
• The various branding and imaging strategies
• Customer marketing for each audience type
• Which programs work and don’t work
• Different types of research used

The report is now available for purchase for $3,000. For more information or to order, call today at (860) 676-9633 or email us at info@eastbridge.com.

Table of Contents

1. Executive Summary

A. Introduction

B. Report Objectives

C. Methodology

D. Key Study Findings

E. Recommendations

2. Detailed Findings

 A. Structure and Organization

1. Role of Marketing Department

2. Worksite/Voluntary Marketing Executives

3. Marketing Staff

4. Marketing Outsourcing

5. Formal Marketing Plan

 B. Image and Brand

1. Voluntary Brands

2. Company Logo

 C. Advertising

1. Types of Advertising

2. Co-op Advertisting

 D. Customer Marketing

1. Primary Customer

2. Customer Point of Contact

3. Marketing Materials

4. Decision-Maker Marketing

5. Plan Administrator Marketing

6. Employee Marketing

7. Producer Created Materials

8. Ethnic and Other Minority Marketing

 E. Other Marketing Programs

1. Best and Worst Marketing Programs

2. Lead Generation Programs

3. Conservation

4. Cross-Selling Marketing

5. Orphan Policyholder Marketing

6. Affinity Groups/Association Marketing

7. Marketing Promotions/Incentives for Producers

8. Other Marketing Programs

 F. Internet and Web-Based Marketing

1. Role of Web in Marketing

2. Internet Enrollments (Worksite)

3. Internet Sales (Non-Worksite)

4. Website Functionality—Plan Administrators

5. Website Functionality—Employees

6. Website Functionality—Brokers/Producers

7. Future of Internet Marketing

 G. Research

1. Type of Research

2. Research Staff

 H. Marketing Budgets