Your Performance Marketing Direct Mail

The Agency Marketing 2018 Performance Marketing Direct Mail program is designed to align better with your marketing strategies including hyper local activities, increasing personalization and flexibility to adapt to changing local market conditions. We will continue to focus on driving a positive customer experience, developing products and services designed for the target customer and sustained agent success. The goal is to target high lifetime value consumers using a custom, data driven methodology.

Options and Preferences

You will still have the option to manage your preferences and customize your direct mail. These selections will be taken into account as we optimize your ideal Performance Marketing mix.

• 100% Personal Lines Prospects
• 100% Business Insurance Prospects
• 50/50 Split: Personal Lines/Business Lines Prospects
• Personalized Campaigns including Cross sell, Quotes Not Taken and Win-Back
• Recruitment (district managers only)
• SiMS Mail Campaign options (SiMS allocation/SiMS autoclaim)
  Note: Leads in SiMS may be imported by individual agents and district managers. Business insurance leads will auto load net new prospects each month. All leads are scrubbed against existing customers including Farmers®, Bristol West®, Foremost®, and 21st Century®. Business Insurance leads are scrubbed against commercial UW SIC appetites.

Each month, you can adjust your preferences to include:

• Geography (radius or specified ZIP codes)
• Bilingual Prospects (Spanish, Chinese, Korean and Vietnamese)
• Exclusivity (1 month, 3 months or 6 months mailed to the same person)
• Industries (applies to Business Insurance only)
• Your Preferred Address and Phone Number
• Purchase additional mail in $100 increments up to $3,000 (Business Insurance starting at $50)
  – 100% Personal Lines
  – 100% Business Insurance
  – 50% / 50% Personal Lines / Business Insurance
  – Recruitment (district managers only)

CREATIVE SAMPLES

WHAT’S NEW

Your Agency’s Retail Presence Online

A digital storefront is a virtual representation of your agency’s retail office location and provides an always-on resource to prospective and current customers who are looking to do business and manage their policies at any time. Agents who activate a digital storefront can have an advantage when it comes to customer experience, retention, lifetime premium and commissions!

Your agency’s digital storefront is measured in two key areas: Digital Standards – which are related to agent websites - and Digital Performance – which is related to Farmers.com and Paperless Policy activation.

Digital Standards

Digital Standards help build your local brand and maintain a more competitive digital presence.

• Standard 1: Professional Website Photo
• Standard 2: Verified Hours of Operation
• Standard 3: Report Card Grade B or Better

Digital Standards will be included in Smart Office standards beginning January 2018.

A customized agent website makes your agency more searchable online. 71% of consumers use some form of online research before buying insurance from a local agent, and that number is growing. Agents with customized website content beyond just photo and hours of operation experience¹:

• 272% increase in page views
• 121% increase in Contact Me clicks
• 240% increase in online quotes

The Agency Marketing Package includes tools and services to help you meet the Digital Standards, such as a premium agent website and access to Yext White Glove Website support.

¹Based on available data on agent website pages between January and December 2017.

Agency Marketing Store

Choose from:

• Local media buying services (radio, print, TV)
• Online lead and sales tools
• Branded event materials (many customizable for your agency)
• Signs and office products (artwork and furniture)
• Hundreds of branded items
• Sales brochures and flyers

The store offers personalized products and services that project the professionalism, knowledge and experience you and your agency have to offer. You can be assured of Farmers brand compliance while still reflecting your agency’s personality, brand and expertise.

Cost Share

By participating in the Agency Marketing Package, you are provided Cost Share funds that you can use in the store to cover as much as 50% of the cost of many items. The funds are automatically loaded into your Agency Marketing account in January of each year you enroll. Cost Share dollars match your dollars spent up to 50% on eligible store purchases and claims. The entire $2,400 may be used at one time. However, Agency Marketing Package participants must use at least $600 each quarter or anything short of that will expire. New in 2018: Savings for District Managers! District Managers, you now receive 50% cost share on everything that is eligible in the Agency Marketing Store.* Cost Share is no longer a tiered structure, but simpler and more streamlined. Where an agent receives 50% cost share, so does the District Manager. Easy! Take advantage of the savings.

*YPM digital cost share remains at 15%.

Affinity Marketing Dollars

A great way to connect to the local community is through Affinity groups. Some of the largest Affinity groups include: educators, medical professionals, and heroes (police and firefighters). To assist in marketing to these groups, Agency Marketing Package participants can utilize the Affinity Marketing Dollars. These dollars are not a co-op but a 100% match for eligible expenses up to $100 per location. Up to 3 different locations per month can be submitted to the Affinity Marketing Dollars program.

To be eligible, the activity must be designed to market exclusively to these Affinity groups and include a detailed description of how you plan to market to the group with the funds you are requesting. Supplies and food are eligible for reimbursement. Cash donations, gift cards, or events open to the general public are not eligible. The intent of the Affinity Marketing Dollars program is to assist Agency Marketing participants in building relationships with the listed Affinity groups.

Visit the Agency Marketing Center website via the Agency Dashboard to find Local Marketing Activities Hub and Affinity Marketing Dollars resources.
*Program rules and credits subject to change

Chris Gack - Affinity Pizza for Teachers

Richard Bateman - Heroes Affinity

Jennifer Spriggs - Affinity PD Local Event

LMAH

Local Marketing Activities Hub

The Local Marketing Activities Hub provides co-op funding for your local events. All Agency Marketing Package participants are eligible to receive 50% credit on the next available folio, up to $2,000 per event on events that include a Farmers marketing booth/table or speaking opportunity with a max of 8 approved events per year.

These funds are separate from Cost Share. Branded items and giveaways are not eligible for Local Marketing Activities Hub co-op funding. Those items should be purchased in the Agency Marketing Store. If eligible and available, Cost Share may be applied.

Eligible Local Marketing Activities:

• Information Sessions
• Open House/Ribbon Cutting Events
• Occupational Events
• Multicultural Events
• Customer Retention Events
• Thank America’s Teachers^® Events
• Hyperlocal Sports Sponsorships
• Local Community Events
• Recruitment Events (District Managers only)

Visit the Agency Marketing Center website via the Agency Dashboard to find Local Marketing Activities Hub and Affinity Marketing Dollars resources.
*Program rules and credits subject to change

Michael Nelson - Booth LMAH

Rachel Donalson - Grand Opening Ribbon Cutting

Rick Grimmett - Grand Opening Ribbon Cutting

Agency Marketing Store Vendors

Find AdBuilder by clicking on the AdCenter tab at the top of any Agency Marketing Page.

AdBuilder includes a set of professionally designed, pre-approved advertisements and marketing creative ready for you to customize with product features and your agency information. Pieces can be printed locally or through the Materials Distribution Center and are eligible for 50% Cost Share. Advertising placement is also eligible for 50% Cost Share.

AdBuilder creative tactics include:

• Customizable Product Trifolds
• Magazine/Newspaper Ads and Inserts
• Radio and TV Ads, including new Gas Station TV Ads
• Facebook Covers and Ads
• Billboards
• Door Hangers and Flyers
• Ads can be resized or changed to black and white at no extra charge twice/month

Select pieces are available in Chinese, Korean, Vietnamese and Spanish.

Media Team

The Media Team is a group of professional consultants who will work with you one-on-one to determine your media options, placement, timing and creative to fit within your budget and marketing goals. All media consulting and placement costs will be automatically folio deducted and are eligble for 50% Cost Share. And, if you use AdBuilder creative, no additional pre-approvals will be required.

Media Team Services Include:

• One-on-one media consulting
• Media recommendations, negotiations and placement
• Setup and execution of digital/online marketing campaigns
• Media/digital vendor relationships
• Automatic payment/folio deduct/cost share submissions
• Media placement charges over $500 will be spread over three folios

Visit the AdCenter on the Agency Marketing Center website via the Agency Dashboard and you can start marketing your agency now!

CREATIVE SAMPLES

WHAT’S NEW

Do Well By Doing Good

Throughout the year, Farmers Insurance will award more than $1 million in educational grants to teachers around the country. We’d like you, our agents, to be the center of this program and get the credit locally for bringing thousands of dollars to schools near you.

How To Get Involved

• Visit ThankAmericasTeachers.com to get started
• Send teachers a thank you message on ThankAmericasTeachers.com and make sure to include the email address so the teacher is notified. Give teachers in your current book or parents actively involved in their child’s local school a call or send an email including our flyer to explain the program and that you are trying to help them win money. Chances are they will be more than happy to listen! One person can thank multiple teachers; current, former, retired, private and public school teachers can all receive thank you notes.
• K-12 teachers can apply for both $2,500 and $100,000 grants
• Utilize Affinity Marketing Dollars or Cost-Share to meet with teachers to discuss Thank America’s Teachers^® opportunities

For more information on Thank America’s Teachers^®, please contact Agency Marketing Customer Service at email@agentmarketingsupport.com or (800) 913-1016.

Agency Marketing Training

All Agency Marketing Training opportunities are located under the Resources tab on the Agency Marketing Center website. The Agency Marketing team hosts live core training webinars every Wednesday on a wide variety of topics to help educate agents on all the core components and numerous benefits of the Agency Marketing Package. Additionally, there is a wealth of information available on demand through the Knowledge Bank section. Discover the instructional videos, how-to job aids, program guidelines, and ask questions on the easy-to-navigate site.

Digital Storefront Training

The University of Farmers Online offers multiple resources designed to help your agency learn more about Digital Storefront. To get started, click the “Learn” button from the Agency Dashboard homepage and enter the search term “Digital Storefront”.

Social Media Training

Each month, Hearsay hosts webinars that give you specific training on how to make your social media use as effective as possible. Additionally, the newly designed Hearsay training center has numerous resources available to assist you with everything A-Z about social media. Here you can find videos, webinars, tip sheets and more.

Hearsay also offers phone support to Agency Marketing participants. The support team is available to help agents with setting up their Hearsay account and navigating the Hearsay console. They can also provide best practices for social media to ensure that agents are getting the most out of the Hearsay platform.

Workshops

Throughout the year, Agency Marketing team members conduct in-person workshops, usually at or near your local Territory Office. Attendees are encouraged to bring their laptops as the sessions are geared toward helping participants customize their package. For more information about these sessions, please contact your local Territory Office.

• More focus on “value” shoppers, providing you with more targeted and higher lifetime value leads
• Alignment with local digital “business” options that compliment your agency’s activities and provide a more holistic performance strategy for your marketing efforts
• Default value change to better align with corporate and local objectives. An example of this is the default selection for the Cross Sell option. It will also take into account optimal cadence and resting strategies for direct mail. These changes help ensure the leads selected for you are those that deliver the greatest value to your agency through overall higher Gross Written Premium, higher average number of policies written, and better policy retention
• We are moving towards Dynamic Marketing Optimization. This change will select the best product mix for your agency based on changes in local marketing conditions, profitability and performance marketing success

Enhanced digital marketing tactics can help you strengthen your local footprint. In 2017, agents who participated in the Agency Marketing Package got more visibility than ever, receiving 146% more website visits and 114% more online leads overall than non-participating agents. For 2018, this momentum is continuing with a number of enhancements.

Dynamic Advertising

Digital advertisements that can be found across the web, in search, and on Facebook, will feature your agency right in the ad itself. This means that you may begin seeing ads that include your headshot, city, and state while you are online.

• Increased Exposure for your Agency: Potential prospects see your agency featured in the ad before they even click on it
• Increased Traffic to your Website: Dynamic advertising technology allows us to send prospects directly to your website, increasing your overall website traffic

Agent Website Reviews

Beginning in 2018, participating agents can activate an online website reviews program. Agent Website Reviews make it easy for your business to stand out while putting the best version of your agency on display--leading more potential customers to your site to find directions to your office, give you a call, or request a quote online

• Review Generation to Drive More Business
• Review Monitoring to Stay Informed
• Review Response to Improve Customer Relationships

Enhanced White Glove Support

Get the support you need to manage your Digital Storefront. Maximize your online presence with website and social media support from digital marketing experts.

White Glove Website Support through Yext

• Website Report Card, which includes performance insights and suggested enhancements
• Real-time Support Session with a Yext Advisor where you’ll use your Website Report card to guide website customizations, content creation, and online reviews management
• Preferred Product Optimizations, allowing you to tailor your website to feature specific lines of business, like commercial lines

White Glove Social Support through Hearsay

• Real-time Support Session with a Hearsay Advisor where you can review your Hearsay account or gain assistance with general social best-practices
• Virtual Instructor-Led Training offered by a team of Hearsay’s Customer Education specialists to help you build social business acumen

• New kits such as events, sports sponsorship, Thank America’s Teachers^® and more for a one stop shop experience to promote your agency in your local community
• Updated apparel, products and branded promotional materials
• Additional regional sign vendors (more information coming soon)

• A new toolkit with resource checklists, guidelines and sample talking points
• Hotline to support agent

• Five Minutes of Smart – agent-to-agent recommended practices and success stories via podcasts and videos
• Setup and package configuration pop-up to walk agents through options
• Ongoing support through live webinars on a variety of topics
• Local training and support for agents and district managers throughout the year

• White Glove Website Support, enhanced dashboard and analytics
• Increased Local Marketing Activities Hub eligibility
• “Grow with Farmers®” content and collateral
• Cost Share is no longer a tiered structure. DMs receive 50% Cost Share on everything that is eligible in the Agency Marketing Store