Life With AmicaLife With Amica

IFCA Conference October 2012

Growing Your Business Through Growing Your Business Through Communications, Media and StrategyCommunications, Media and Strategy

Life With AmicaEd Naya

Chief Marketing Officer, Amica Life Insurance Company

Background

Strategy

Pricing Approach

Creative and Media

Results to Date

Questions

Agenda

Population Growth in the United States

Source: CDC: Health, United States, 2006Source: CDC: Health, United States, 2006

Half of all U.S. households say they are underinsured

5 million

25 million25 million

23 million

Source: U.S. Census BureauSource: U.S. Census Bureau

Longevity – Average Lifespan

If you live until 75 86.8

If you live until 65 83.4

At birth 77.5

Source: Pew Research CenterSource: Pew Research Center

Women vs. Men: Wives Earning More Than Husbands

Source: Pew Research CenterSource: Pew Research Center

Household Financial Decisions

Source: Pew Research CenterSource: Pew Research Center

Too Many Priorities, Too Few Dollars

Source: Pew Research CenterSource: Pew Research Center

1 LIMRA’s 2010 Household Trends in U.S. Life Insurance Ownership

Current Environment

1 LIMRA’s 2010 Household Trends in U.S. Life Insurance Ownership

Current Environment

Life Assessment

Consumers Are Still Cautious Amica Market is Limited Our Price is High Good Life Direct Marketers Strong Brand Financially Solid Consumer Still Recognized Need

Expand Opportunities Outside Amica Market Leverage Amica Brand Leverage Marketing Expertise Leverage Amica Life Structure Update Pricing Strategy

Taking Action

Life With AmicaPricing Approach

Product

Term Insurance

Level Premium

Fully guaranteed(10-, 15-, 20-, 25- and 30-)

Partial guarantee (20-, 25- and 30- with 10-year guarantee)

Pricing – Historical

Pricing Comparison1. Genworth $159

5. Ohio National $170

10. Transamerica $185

15. State Farm $235

20. NorthwesternMutual $277

Pricing Comparison1. Genworth $159

5. Ohio National $170

10. Transamerica $185

15. State Farm $235

20. NorthwesternMutual $277

17. Amica Life$253

17. Amica Life$253

10. Transamerica$185

15. State Farm$235

20. Northwestern Mutual$277

Pricing – New

Pricing Comparison – New1. Genworth $159

5. Ohio National $170

9. Amica Life9. Amica Life $183$183

Life With AmicaCreative and Media

78% Brand Awareness

84% Brand Awareness

85% Brand Awareness

Media Strategy for Non-Amica Customers

Online Banner Ads

Media Mix

Radio Ads Paid Search

Direct Mail

Media Plan

MEDIA

2011 2012

4TH QUARTER 1ST QUARTER

NOVEMBER DECEMBER JANUARY FEBRUARY MARCH

31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 12 20 27 5 12 19

DIRECT MAIL                                        

Massachusetts, Connecticut, New Hampshire, Rhode Island

                                       

RADIO                                        

Boston                                          

Hartford/New Haven/ New London

                                         

ONLINE DISPLAY                                        

Massachusetts                                          

Connecticut                                          

PAID SEARCH                                        

Massachusetts                                          

Connecticut                                          

:30 Ads (2) and :60 Ads (2)

Radio Advertising

LifewithAmica.com

Direct Mail

LifewithAmica.com

Banner Advertising

LifewithAmica.com

• 10 year life insurance quotes

• 20 year level term life insurance

• 250000 term life

• affordable life insurance

• affordable life insurance quotes

• affordable term life insurance

• amica life

• amica life insurance

• amica life insurance company

• amica life insurance quote

• buy life insurance

• life insurance

• life insurance company

Paid Search Advertising

LifewithAmica.com

Website: LifewithAmica.com

Website: LifewithAmica.com

Website: LifewithAmica.com

Media Mix

Media Results

MA Paid Search & Banner Advertising

CT Paid Search

CT & MA Radio

CT Banner Advertising

CT & MA Direct Mail

Budget Phase 1 Budget Phase 2 Budget Phase 3 Budget Phase 4

GA, MD, NH, NJ, NC, RI, TX, WA Paid Search

Media Schedule 2011 - 2012

MEDIA2011 2012

4TH QUARTER 1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTERNOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 12 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24

DIRECT MAIL                                                                                                             

Massachusetts Connecticut New Hampshire Rhode Island

                                                                                                             

Maryland New Jersey Atlanta DMA Charlotte DMA Dallas DMA Seattle DMA

RADIO                                                                                                            

Boston                                                                                                            

Hartford/New Haven/ New London

                                              

                                                             

ONLINE DISPLAY                                                                                                            

Massachusetts                                                                                                                          

Connecticut                                                                                                                          

PAID SEARCH                                                                                                            

Massachusetts                                                                                                                          

Connecticut                                                                                                                          

New Hampshire Rhode Island Maryland New Jersey Atlanta DMA Charlotte DMA Dallas DMA Seattle DMA

Life With AmicaResults to Date

Sales Workflow and Results

Radio

Paid Search

Banner

Direct Mail

Website

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