Personal Insurance Agent Marketing Plan

Marketing Vision
Plynthe Insurance is a new business selling personal insurance to residents of
Peristyle Gardens. However, it intends to execute its marketing in a systematic
way to be sure that clients get a consistent, high quality experience and that they
understand the expertise and knowledge within the business.

This marketing plan details how the business will focus and launch its marketing
operations, track key numbers, generate and convert leads, and serve customers
so that they renew AND refer additional customers.

Goals
Personal Goals for owner Kolem Plynthe:

• Spend one hour on marketing work (8 am - 9 am) daily, as a minimum

• Learn how to use blogs, create newsletters, plan seminars so that they are
simple to recreate going forward

Business Goals:

• Create a system of sales which is scalable (so associates can be brought

on)
• Achieve sales of over $300,000 in year 3.
• Reduce cost of sales over time

Strategic Goals:

• Create reputation for Plynthe Insurance as independent, individualized and

high service
• Achieve 90% renewal rate from year to year

Tactical Goals:

• Total leads generated increase steadily

• Generate leads from referrals

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Purpose
Plynthe Insurance exists to let residents of Peristyle Gardens finally feel the
comfort and assurance of knowing that their family and property are secured by
the proper type of insurance and that they can trust in the agent representing
them.

Picture
The new customers are turning 30, expecting a first child, and moving to
Peristyle Gardens. They think of insurance at first as a necessary evil, but are
somewhat fearful of the process of comparing policies, looking for the best price,
and making sure they are comparing apples to apples with their coverage.

When they come to Plynthe Insurance they immediately learn the basics of
insurance in a personalized way, by hearing options for their specific situation.
The clients are walked through a painless process of signing on and feel they
can trust Plynthe Insurance because of its independence and the time agents are
willing to spend to truly understand their needs. They are delighted when Plynthe
Insurance sends a gift certificate upon the birth of their child and when they close
on their home and move in. They come to think of their insurance agent as a
partner in their safety and security and gladly share this information with their
new friends and colleagues in Peristyle Gardens.

Gap Dashboard
The Gap Dashboard provides key metrics at a quick glance for Kolem Plynthe's
management purposes. Each goal is translated into trackable numbers which are
updated each week from the accounting or CRM systems. When significant gaps
exist between the plan and actual results, these will be discussed at the weekly
marketing meeting and a plan to rectify made.

Renewal rate will not be applicable in the first year as annual renewals will not
begin until the second year of operation.

Gap Dashboard
Year 1 Year 2 Year 3

Personal

Hours spent on marketing 280 240 240

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 Hours required for educational
materials (blog, newsletter, seminar, 170 120 120
booklet)

Business

Sales $151,300 $214,825 $305,725

Cost of Sales $24,208 $32,224 $45,859

Tactical

Leads from marketing 3,232 1,589 2,270

Leads from referrals 463 695 1,042

Strategic

PR Mentions 17 20 25

Renewal Rate 0% 85% 90%

Ideal Customer
The ideal customer for Plynthe Insurance is just about to move to Peristyle
Gardens. It is a young couple expecting a new child. They have left a rental
apartment in another town and need more space for their family as well as the
security which home ownership provides. They may have had insurance in the
past, but have not spent much time researching it, instead opting to use a large
national provider, perhaps even ordering it over the phone for their renter's
insurance needs.

Suddenly, they have multiple needs for insurance in a new town - life insurance,
homeowner's insurance, and other property insurance. They are aware of their
basic insurance needs, although they do not know all of the ins and outs of
insurance types and options available. As they would like to settle into the town
and make it their home, they want to feel more of a personal connection with
their insurance agent and put a face to this service. However, they are a bit afraid
of making a bad choice, being that they don't know the town and perhaps have

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no contacts in the town. They want the assurance of someone with a track record
of client satisfaction and transparency about how he is compensated so that they
can rule out any biases or conflicts of interest.

Market Description
The market for personal insurance consists of all adult individuals, potentially, as
there are products available which are appropriate for every type of person from
the moment they leave their parents' home to the day they die. Therefore, the
market for Plynthe Insurance, selling personal insurance in Peristyle Gardens, is
synonymous with the population of Peristyle Gardens. In 2008, the population of
adults (18 and older) in the town was estimated at 57,500. The town has an
overall annual growth rate of 2% due to new developments in the town and an
aging population with ever increasing life expectancies.

Within this target market, the market segments on which Plynthe Insurance will
focus include renters, homeowners, individuals over 40 years of age, and new
parents/parents-to-be.

The market segments described include a great deal of overlap. For example,
many adults over the age of 40 are also homeowners and the remainder are
renters. The new parent segment are also either homeowners or renters,
generally. Each segment has different needs for insurance products, however,
and those who fall into more than one segment have a need for more than one
product.

Plynthe Insurance will focus its initial marketing on those at the younger end of
the spectrum, including renters and new parents/parents-to-be. The strategy will
be to begin by selling renter's insurance and life insurance to clients and then
earn their ongoing trust in order to sell additional insurance policies to them as
their needs arise. Younger clients will also serve as a longer annuity as
insurance policies are renewed year after year.

As these clients increase in age they will have growing needs for homeowner's
insurance, valuable items insurance, life insurance, and, eventually, long term
care and long term disability.

Remarkable Difference
Plynthe Insurance gives a personal touch to individuals and families who need
insurance. The business will remain independent and customer-focused in order

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to utilize the combination of coverage options, providers, value, and service that
will make customers feel comfortable and assured that they are safe.

Differentiators
Plynthe Insurance will establish its competitive edge through a single-minded
focus on personal insurance. By being and staying an expert on personal
insurance products and providers, Plynthe Insurance will be a one-stop shop for
individuals looking to minimize the risks in their lives for themselves and for their
families. To maintain this expertise, Plynthe Insurance will devote time and
energy to training and course work, and will subscribe to trade periodicals and
newsletters. Plynthe Insurance will also spend time learning about the specific
risks and problems associated with Peristyle Gardens in order to better serve its
residents.

Core Strategy
The positioning goal for Plynthe Insurance is to be seen as the consumers'
choice in Peristyle Gardens insurance agents who offer a high-level of personal
service.

To see that the business is achieving this goal, Plynthe Insurance will track the
following measurable results:

• Customer referrals
• Customer renewal rate
• Existing customers adding additional products or increasing coverage

Core Branding Elements

The core branding elements of the business will include images of happy,
smiling, or relaxing customers who have been well taken care of by Plynthe
Insurance. Because of the customer focus, we feel it is more important to show
images of the customers than Plynthe Insurance agents in action.

The tag line "Individual Insurance Service So You Can Relax" will be used on
materials to reinforce the goal of providing individualized service to assure
customers that their insurance is taken care of.

These core branding elements will appear on:

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 • Stationery
• Business cards
• Forms (Invoices, Fax cover)
• Advertising
• Email format
• Marketing kit
• Signage
• Website

Some of these media will include just the tag line and other will have image
elements as well. The branding will be reinforced through personal contact
including contact over the telephone, email, and in person.

Product/Service Innovation
Plynthe Insurance will have product offerings to convert suspects into prospects,
prospects into clients, and clients into repeat clients.

For suspects, Plynthe Insurance will offer an informative booklet with details on
the ins and outs of personal insurance as well as clear information on who should
be covered. This ten page booklet will be offered for free to those who contact
Plynthe Insurance with interest or respond to advertising offers.

Another means of generating prospects will be holding seminars every other

month in Peristyle Gardens covering topics of interest to the target market such
as "Making Sense of Life Insurance", "Options for Property Coverage", "How
Insurance Can Be An Asset", and "Developments in the Insurance Industry You
Need to Know."

Prospects will be offered the following personal insurance products:

1. Home and Contents:

• Homeowners
• Condo Insurance
• Cooperative Insurance
• Renters Insurance
• Seasonal and Secondary Locations
• Flood Insurance

2. Valuable Items:

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 • Jewelry
• Fine Arts
• Silver
• Furs
• Other Collectible Items

3. Personal Liability

4. Life Insurance

• Term Life
• Variable Life
• Whole Life
• Second-to-Die

5. Long Term Care

6. Long Term Disability

All of these products will be offered to individuals and not businesses. The
insurance products will be provided by any of the major insurance providers in
existence, with attention paid to smaller providers who offer specialized
insurance products.

While offering these products, Plynthe Insurance will provide the following
services:

• Consult with clients on their insurance needs to determine a course of

action
• Assist existing clients with insurance claims and understanding their
insurance policy
• Referring clients to additional providers who can reduce their risk
(locksmiths, security professionals, etc)

To create repeat clients, Plynthe Insurance will use many of these same
products, as most clients will need only one or two when they first work with
Plynthe Insurance. Customer service and ongoing contact will yield information
on changes in a customer's situation which call for additional coverage.

Price Rationale
Insurance is more or less a commodity (or seen as such). Consumers generally
compare insurance of the same coverage and types by price and often seek the

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lowest price only. Plynthe Insurance offers insurance at market rates by all
insurance providers that work with independent agents to help sell. Plynthe
Insurance will not always be able to offer the lowest price insurance as that is
often achieved through low-contact, low-service, Internet or phone-only
providers. However, Plynthe Insurance will be competitive with both independent
agents and providers who offer in-person service. A business goal is to help
customers understand that they should choose an insurance agent based on
more than just price.

Marketing Materials
The target market will be reached through the following methods. Each will
receive a phone call to qualify further (if possible) and a marketing kit either by
email or mail:

• Referrals from clients

• Referrals from referral partners
• Direct mail campaign
• Local advertising
• Online advertising

The marketing kit will consist of the following:

• Case statement describing the difference a "personal touch" from an

insurance agent can mean in the quality of service, assurance of client,
and safety.
• Difference summary of how this personal touch is achieved at Plynthe
Insurance
• Ideal client description in the form of a short story about the idea client
moving to Peristyle Gardens (like description in this plan)
• Client story of actual clients (this type of case study will be written after
some clients have used Plynthe Insurance for at least 6 months. They will
be asked if their information can be used with names changed at this
point.)
• Service Offerings (range of products and specific extra services provided
by Plynthe Insurance)
• Testimonials (again, these will be requested from satisfied clients at
multiple points - immediately after signing on, after claims are handled, and
after renewals. These will range from one sentence statements to short
paragraphs and will be kept anonymous if requested).

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 • Frequently asked questions (this will be a summarization of the 10 page
informational booklet, providing key definitions and categories of coverage
and who they are appropriate for)
• Questions that should be asked (will include top 10 questions an individual
should ask when choosing an agent)
• Seminar schedule of upcoming informational seminars (updated every
month)

Web Plan
The Plynthe Insurance website will provide an online version of the marketing kit,
along with some interactive features. As mentioned in Core Branding Elements,
the website will include photos to reinforce the client focus - showing them with
their children, on vacation, in their homes and, generally, happy and feeling
secure.

One interactive feature will be an insurance quiz called "Do You Know
Insurance?" Customers will likely be surprised by the correct answers to some of
the 20 questions on this quiz and will better understand the value Plynthe
Insurance places on customer understanding.

The website will promote the informational booklet which can be downloaded
after entering contact information into the website (including a working email),
and the upcoming seminar schedule.

Archives of the company's email newsletters will appear on the website as will
additional blog entries by Kolem Plynthe.

Social Media Plan

Kolem Plynthe will submit his blog entries to other websites to seek some
professional recognition as well as better search rankings for the his website via
incoming links. The website will be publicized through local pay-per-click
advertising on keywords such as "homeowner's insurance", "insurance agent",
"life insurance" etc, especially when associated with Peristyle Gardens as the
location or origin or an additional search term.

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 Lead Generation Plan
The lead generation plan for Plynthe Insurance includes the following elements:

1. Advertising in local media to the target market of new residents, new

families, and homeowners.
2. A systematic referral strategy implemented with each new customer.
3. Relationships with commercial referral partners who work with the same
target market in complementary industries.
4. Direct mail campaign to prospects including postcards focused on pitching
upcoming seminars, the informational booklet, and insurance services.
5. Lead tracking with ACT! CRM database.

Advertising
Media Tracking Kits Requested

• Peristyle Gardens Parents magazine

• Local pay-per-click advertising
• Yellow Pages ad
• Peristyle Gardens Herald (local paper)
• Flyers at apartment buildings

Referrals
Referrals are expected to be a primary source of growth for the business after
the first year or two of operation. To achieve this, Plynthe Insurance will take the
following steps:

1. Letting clients know upon first meeting or talking to them that growing by
referrals is a goal of the business. This is a time to let them know that
customer satisfaction and a high level of personal service is extremely
important for the business to achieve. This sets expectations that the
business must follow through on, and encourages the customer to provide
referrals if they are happy with Plynthe's service.
2. Creating mailable, postage-paid consultation referral postcards - offers of a
free consultation about a customer's insurance needs.
3. Giving 5 of these postcards to customers after every 6 months along with a
letter asking them to pass them on to other individuals and families they know
who might need additional coverage. The letter will also offer customers the

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 incentive that for every referral they bring to Plynthe Insurance who buys
coverage, they will earn a $100 credit towards a renewal or coverage
upgrade.
4. Plynthe Insurance will seek to create relationships with referral partners
who provide complementary services to Plynthe's target market:
Accountants, real estate agents, apartment leasing agents/management
companies, ob/gyn doctors. This will begin by offering seminars for their
clients which can be of value to them and providing materials to the partners
(10 page booklet, marketing kit, etc.) so that they are knowledgeable about
Plynthe Insurance. When their current clients/tenants/patients use Plynthe
Insurance, Kolem Plynthe will let the partners know so that they grow more
comfortable with the idea of referring Plynthe Insurance to others.

Lead Conversion Plan

Prospects are considered to be individuals who have attended a seminar or
requested the 10 page informational booklet. Seminar attendees will all be asked
to leave their contact information in order to receive the 10 page informational
booklet.

The 10 page booklet will include a postcard on its back cover which can be sent
back to Plynthe Insurance with a request for specific information on certain
insurance topics or types of insurance. Those who send in these cards will be
called by a Plynthe Insurance agent to discuss insurance options. As a variety of
products are offered, it is most important to get to a first phone conversation with
prospects to determine their needs better. This way the agent can move towards
presenting a quote that will meet their needs.

Prospects who do not move forward with speaking by phone at this point will
continue to receive monthly postcards and email newsletters, each advertising
the upcoming informational seminars. The monthly newsletter will also contain
articles on industry changes customers should know about, important changes at
Plynthe Insurance and in Peristyle Gardens, and a top 10 list (such as ten tips for
choosing an insurance provider, ten tips when moving to a new home, ten tips for
new parents-to-be, etc) which include practical information for prospects.

The agent will have initial phone conversations with clients and then meet them
at their home or office for further discussion. He will bring his laptop
computer with him to all sales calls to search for insurance options for clients, on
the spot, whenever possible. He will bring the informational booklet which can be

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discussed with clients, or certain sections pointed out, during the discussion. It
will be left with clients to review further after a sales call.

When a quote is sent to a client, a time will be set to speak with the client about
the quote, to answer questions, and to talk through the key concerns the agent
identified which the quote was meant to solve.

Service Experience
Customer loyalty is encouraged, both through seminars specifically aimed at
strengthening relationships with current clients, and through quality assurance
steps (called the WOW Process).

To directly encourage renewal, the following system is set up: Two months prior
to renewal, clients will be specifically checked-in with and courted to encourage
renewal. They will be asked again about changes in their situation to determine
additional needs for insurance. This is also an opportunity for the agent to refer
them to additional vendors or services, or provide other helpful information to the
client.

Loyalty Product/Service Offerings

Once a year, a special presentation/networking party will be held. Half of
the participants will be loyal customers (those who have renewed at least once)
and half will be prospects at the top of the list (those who have expressed serious
interest or fit the ideal customer description very closely). After a presentation by
Kolem Plynthe on an industry issue relevant to these customers, there will be a
social portion of the event with appetizers served where the attendees can meet
each other. Both the social portion and the informational portion of the event will
be seen as of value to the attendees. Kolem Plynthe will gather information from
the attendees by asking questions during the presentation, and he and other
associates will mingle with attendees during the social portion. The event should
have a minimum of twenty and a maximum of fifty attendees.

The goal of these events is both to strengthen the bond between current
customers and Plynthe Insurance and to move towards closing deals with
prospects.

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WOW Process
The WOW Process for Plynthe Insurance will include the following quality
assurance steps:

1. Send satisfaction survey by email to clients one week after signing on,
asking about the process of starting up.
2. Send satisfaction survey to clients after each renewal.
3. Survey results tabulated in database from survey provider and report
reviewed by Kolem Plynthe with attention to individual problems as well as
general results.
4. Individual problems probed further to understand how Plynthe Insurance
failed (either in setting expectations or in delivery) and clients apologized to.

To further delight clients after signing on, the following steps will be taken:

1. Send a gift appropriate for their situation (if parent-to-be getting life
insurance, send a gift certificate to baby store; if homeowner send a gift
certificate to home store, etc.)
2. Ask clients periodically to suggest topics for upcoming seminars and thank
the client whose topic is chosen with an additional gift.

Marketing Calendar

Kolem Plynthe will set aside one hour - 8 AM to 9 AM - every day for marketing work as a minimum. This work will change depending on the month's focus. More time will be
needed during the first six months of operation due to all of the one-time activities that must be undertaken.

The weekly marketing meeting will be first thing in the day - at 7:30 or 8 AM before the business day begins. This will be a mandatory meeting for all staff. In the absence of
staff, this will be a designated time for Kolem Plynthe to review the same materials and set goals for the next week.

Monthly

Monthly Marketing Themes

January: Industry developments - Seminar

February: Advertising Review

March: Spring Cleaning/Homeowner's Insurance focus - Seminar

April: Online Media Review

May: Making Sense of Life Insurance - Seminar

June: Testimonial/Case Study Development

July: Property coverage - Seminar

August: Informational Booklet Redevelopment

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September: Insurance Can Be An Asset - Seminar

October: Service experience review

November: Giving Thanks - Annual thank you cards to clients, Preferred Client/Prospect Seminar

December: Annual metrics review & goal setting

Milestones

Ongoing
Start End
Advertising / PR Budget Manager or One
Date Date
time

Create and Post 15- 28-

$500 RS Ongoing
Flyers Feb Feb

One time
Yellow Pages 15- 28-
$100 RS (w/
Listing Feb Feb
renewals)

One time
9- 9-
Inserted Row $0 RS (w/
Dec Dec
renewals)

First Advertising 15- 15-

$500 RS Ongoing
in Periodicals Feb Apr

Total
Advertising / PR $1,100
Budget

Ongoing
Educational Start End
Budget Manager or One
Materials Date Date
time

Seminar Format 15- 28-

$0 RS One time
development Feb Feb

Every
Seminar location, 29- 28-
$1,000 RS other
invitations Dec Jan
month

Informational 1- 1-
$0 RS One time
booklet draft Mar Apr

Booklet print first 1- 15- Every 6

$1,000 RS
run Apr Apr months

Newsletter 15- 28-

$200 RS One time
template Feb Feb

First email
newsletter (via 1- 16- Every
$20 RS
Constant Mar Mar month
Contact)

Total Educational
$2,220
Materials Budget

Ongoing
Start End
Direct Marketing Budget Manager or One
Date Date
time

Develop first Once

15- 28-
suspect list for $500 RS every 6
Feb Feb
direct mail mos

First direct mail

29- 28- Every
campaign $500 RS
Dec Jan month
(postcards)

Total Direct
Marketing $1,000
Budget

Ongoing
Web Start End
Budget Manager or One
Development Date Date
time

One time
1- 30-
Create Website $1,000 RS (periodic
Jan Jan
updates)

One time
Launch SEM 1- 15-
$500 RS (periodic
Campaign Feb Feb
updates)

Total Web
Development $1,500
Budget

Customer Start End Budget Manager Ongoing

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 or One
Service Date Date
time

One time
Choose thank 29- 28-
$0 RS (periodic
you gifts Dec Jan
updates)

Create One time

29- 28-
satisfaction $200 RS (periodic
Dec Jan
survey updates)

Total Customer
$200
Service Budget

Totals $6,020

Critical Numbers
The sales for the business will be tracked with a QuickBooks accounting system
integrated with an ACT! CRM database which will track leads generated. Each
associate must enter their own information into the system. Kolem Plynthe will
review the numbers weekly, looking specifically at the Gap dashboard (presented
in the appendix).

The sales forecast and marketing expense budget show the critical numbers for
Plynthe Insurance to achieve over the next three years.

Sales Forecast
Property insurance and life insurance will be the main drivers of business.
Customers who use other products will typically be customers who have first
purchased property or life insurance. Cost of sales is low as the revenues earned
come directly from the insurance providers generally as a commission on the
policies sold and renewed. The commissions will range between 4% and 7%
depending on the insurance provider, but estimates are an average of a 5%
commission on policies sold, leading to the per unit commissions listed in the
forecast.

Cost of sales consist of the fees involved with submitting and processing a
client's paperwork and the costs of travel (gasoline/tolls) that can be directly
attributed to sales calls at client homes and is estimated to start at 16% of sales
in the first year and to drop to 15% in future years as travel costs can be saved
due to the volume of sales calls being made as well as some clients who do not
need sales visits due to renewals.

By building business through Kolem Plynthe's own sales and marketing work and
then through an additional associate, the business is expected to significantly
grow its revenue streams, especially in the target market of younger clients, in
these first three years of operation.

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Sales Forecast
Year 1 Year 2 Year 3

Unit Sales

Propery Insurance 682 955 1,336

Life Insurance 318 445 624

Long Term
26 46 80
Care/Disability

Valuable Items 363 509 712

Personal Liability 57 100 175

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Total Unit Sales 1,446 2,055 2,927

Unit Prices Year 1 Year 2 Year 3

Propery Insurance $100.00 $100.00 $100.00

Life Insurance $150.00 $150.00 $150.00

Long Term
$150.00 $150.00 $150.00
Care/Disability

Valuable Items $75.00 $75.00 $75.00

Personal Liability $75.00 $75.00 $75.00

Sales

Propery Insurance $68,200 $95,500 $133,600

Life Insurance $47,700 $66,750 $93,600

Long Term
$3,900 $6,900 $12,000
Care/Disability

Valuable Items $27,225 $38,175 $53,400

Personal Liability $4,275 $7,500 $13,125

Total Sales $151,300 $214,825 $305,725

Direct Unit Costs Year 1 Year 2 Year 3

Propery Insurance $16.00 $15.00 $15.00

Life Insurance $24.00 $22.50 $22.50

Long Term
$24.00 $22.50 $22.50
Care/Disability

Valuable Items $12.00 $11.25 $11.25

Personal Liability $12.00 $11.25 $11.25

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 Direct Cost of Sales

Propery Insurance $10,912 $14,325 $20,040

Life Insurance $7,632 $10,013 $14,040

Long Term
$624 $1,035 $1,800
Care/Disability

Valuable Items $4,356 $5,726 $8,010

Personal Liability $684 $1,125 $1,969

Subtotal Direct Cost of

$24,208 $32,224 $45,859
Sales

Marketing Expense Budget

This budget reflects the regular ongoing costs of marketing, separate from one-
time costs listed in the milestones of the marketing calendar.

Informational booklets will be reprinted twice a year. Seminars will run every
other month. Expenses will increase by 4% each year, except for thank you gifts
which will rise more quickly with the number of current clients.

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 Marketing Expense Budget
Year 1 Year 2 Year 3

Direct Mail $6,500 $6,760 $7,030

Print Advertising $1,200 $1,248 $1,298

Flyers $600 $624 $649

Seminars $6,000 $6,240 $6,490

Thank You Gifts $2,520 $3,780 $5,670

Pay-Per-Click Advertising $6,000 $6,240 $6,490

Informational Booklets $2,000 $2,080 $2,163

Other $6,000 $6,240 $6,490

------------ ------------ ------------

Total Sales and Marketing

$30,820 $33,212 $36,279
Expenses

Percent of Sales 20.37% 15.46% 11.87%

Key Marketing Metrics

Leads generated will include the referrals listed. Referrals and testimonials will
increase sharply after the business gets off the ground, but will take time to
develop at first.

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On average, a customer will yield 1.5 transactions per year (a first purchase and
one upgrade or additional policy for 50% of customers) When these transactions
occur, they will yield commissions from the insurance providers averaging $150
per transaction.

Key Marketing Metrics

Year 1 Year 2 Year 3

Revenue $151,300 $214,825 $305,725

Leads 3,232 1,589 2,270

Leads Converted 20.50% 22.00% 22.00%

Avg.
1.50 1.50 1.50
Transactions/Customer

Avg. $/Customer $150 $150 $150

Referrals 463 695 1,042

PR Mentions 17 20 25

Testimonials 322 350 375

Other 0 0

Marketing Training Game

The staff for Plynthe Insurance is currently small (beginning with one individual),
but marketing training will be important as it grows. Each associate will go
through a training sequence of six two-hour sessions with Kolem Plynthe
covering:

1. Marketing purpose statement and positioning goal for the business and
what that means operationally
2. Marketing kit
3. Ideal target client and how they can be reached (marketing activities),
Lead generation system
4. Informational booklet, newsletters, blog, and seminars (and how the
associates are expected to contribute to these materials and presentations
going forward)
5. Referral system

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 6. Lead conversion system and role playing of client interaction

By spacing these sessions out over six days, new associates will have time to
review materials, think of questions, etc., in the intervening days. Kolem Plynthe
will ask existing associates to lead these sessions for new associates as they are
brought on (with Kolem Plynthe supervising), creating an opportunity for existing
associates to review.

Once a week there will a be a one-hour marketing meeting broken out this way:

• 20 min review of ongoing marketing efforts, results and problems

• 20 min review of upcoming marketing efforts, status and next steps
• 20 min discussion of new ideas for marketing (lead generation, lead
conversion, and service process)

If topics cannot be covered in this time additional meetings will be set to hear
more thoughts outside of the regular meeting time.

Appendix
Sales Forecast
M M M
M M M M M M M M M
o o o
o o o o o o o o o
n n n
n n n n n n n n n
t t t
t t t t t t t t t
h h h
h h h h h h h h h
1 1 1
1 2 3 4 5 6 7 8 9
0 1 2

Unit
Sal
es

Pro
per
1
y 2 2 3 3 4 4 5 6 7 8 9
0
Insu 5 9 2 7 2 8 5 3 1 1 3
6
ran
ce

Life
Insu 1 1 1 1 2 2 2 2 3 3 4 4
ran 2 3 5 7 0 2 5 8 7 8 2 9
ce

Lon 0 0 0 0 0 1 1 2 3 5 6 8
g
Ter
m
Car
e/Di

Page 21 of 29
sabi
lity

Val
uabl
1 1 1 2 2 2 2 3 3 4 4 5
e
3 5 7 0 3 6 9 3 8 3 9 7
Ite
ms

Per
son
1 1 1
al 0 0 0 0 0 0 2 4 7
1 5 8
Liab
ility

Tot
al 1 1 1 1 2 2
5 5 6 7 8 9
Unit 1 3 5 7 0 3
0 7 4 4 5 7
Sal 2 0 6 8 5 8
es

M M M
M M M M M M M M M
o o o
o o o o o o o o o
n n n
Unit n n n n n n n n n
t t t
Pric t t t t t t t t t
h h h
es h h h h h h h h h
1 1 1
1 2 3 4 5 6 7 8 9
0 1 2

$ $ $ $ $ $ $ $ $ $ $ $
Pro
1 1 1 1 1 1 1 1 1 1 1 1
per
0 0 0 0 0 0 0 0 0 0 0 0
y
0 0 0 0 0 0 0 0 0 0 0 0
Insu
. . . . . . . . . . . .
ran
0 0 0 0 0 0 0 0 0 0 0 0
ce
0 0 0 0 0 0 0 0 0 0 0 0

$ $ $ $ $ $ $ $ $ $ $ $
1 1 1 1 1 1 1 1 1 1 1 1
Life
5 5 5 5 5 5 5 5 5 5 5 5
Insu
0 0 0 0 0 0 0 0 0 0 0 0
ran
. . . . . . . . . . . .
ce
0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0

Lon
$ $ $ $ $ $ $ $ $ $ $ $
g
1 1 1 1 1 1 1 1 1 1 1 1
Ter
5 5 5 5 5 5 5 5 5 5 5 5
m
0 0 0 0 0 0 0 0 0 0 0 0
Car
. . . . . . . . . . . .
e/Di
0 0 0 0 0 0 0 0 0 0 0 0
sabi
0 0 0 0 0 0 0 0 0 0 0 0
lity

$ $ $ $ $ $ $ $ $ $ $ $
Val
7 7 7 7 7 7 7 7 7 7 7 7
uabl
5 5 5 5 5 5 5 5 5 5 5 5
e
. . . . . . . . . . . .
Ite
0 0 0 0 0 0 0 0 0 0 0 0
ms
0 0 0 0 0 0 0 0 0 0 0 0

$ $ $ $ $ $ $ $ $ $ $ $
Per
7 7 7 7 7 7 7 7 7 7 7 7
son
5 5 5 5 5 5 5 5 5 5 5 5
al
. . . . . . . . . . . .
Liab
0 0 0 0 0 0 0 0 0 0 0 0
ility
0 0 0 0 0 0 0 0 0 0 0 0

Page 22 of 29
Sal
es

$
Pro $ $ $ $ $ $ $ $ $ $ $
1
per 2 2 3 3 4 4 5 6 7 8 9
0
y , , , , , , , , , , ,
,
Insu 5 9 2 7 2 8 5 3 1 1 3
6
ran 0 0 0 0 0 0 0 0 0 0 0
0
ce 0 0 0 0 0 0 0 0 0 0 0
0

$ $ $ $ $ $ $ $ $ $ $ $
Life 1 1 2 2 3 3 3 4 5 5 6 7
Insu , , , , , , , , , , , ,
ran 8 9 2 5 0 3 7 2 5 7 3 3
ce 0 5 5 5 0 0 5 0 5 0 0 5
0 0 0 0 0 0 0 0 0 0 0 0

Lon
g $
Ter $ $ $ $ $ $ 1
m $ $ $ $ $ 1 1 3 4 7 9 ,
Car 0 0 0 0 0 5 5 0 5 5 0 2
e/Di 0 0 0 0 0 0 0
sabi 0
lity

$ $ $ $ $ $ $ $ $ $ $
Val
$ 1 1 1 1 1 2 2 2 3 3 4
uabl
9 , , , , , , , , , , ,
e
7 1 2 5 7 9 1 4 8 2 6 2
Ite
5 2 7 0 2 5 7 7 5 2 7 7
ms
5 5 0 5 0 5 5 0 5 5 5

$ $
Per
$ $ $ $ 1 1
son
$ $ $ $ $ $ 1 3 5 8 , ,
al
0 0 0 0 0 0 5 0 2 2 1 3
Liab
0 0 5 5 2 5
ility
5 0

$ $ $ $ $ $ $
$ $ $ $ $
1 1 1 1 1 2 2
Tot 5 5 6 7 8
0 1 3 6 8 1 4
al , , , , ,
, , , , , , ,
Sal 2 9 7 7 9
2 7 5 4 6 3 7
es 7 7 2 5 2
0 2 7 7 0 0 7
5 5 5 0 5
0 5 5 5 0 0 5

M M M
M M M M M M M M M
o o o
Dire o o o o o o o o o
n n n
ct n n n n n n n n n
t t t
Unit t t t t t t t t t
h h h
Cos h h h h h h h h h
ts
1 1 1
1 2 3 4 5 6 7 8 9
0 1 2

Pro 1 $ $ $ $ $ $ $ $ $ $ $ $
per 6 1 1 1 1 1 1 1 1 1 1 1 1
y . 6 6 6 6 6 6 6 6 6 6 6 6
Insu 0 . . . . . . . . . . . .
ran 0 0 0 0 0 0 0 0 0 0 0 0 0
ce % 0 0 0 0 0 0 0 0 0 0 0 0

Page 23 of 29
 1 $ $ $ $ $ $ $ $ $ $ $ $
Life 6 2 2 2 2 2 2 2 2 2 2 2 2
Insu . 4 4 4 4 4 4 4 4 4 4 4 4
ran 0 . . . . . . . . . . . .
ce 0 0 0 0 0 0 0 0 0 0 0 0 0
% 0 0 0 0 0 0 0 0 0 0 0 0

Lon
g 1 $ $ $ $ $ $ $ $ $ $ $ $
Ter 6 2 2 2 2 2 2 2 2 2 2 2 2
m . 4 4 4 4 4 4 4 4 4 4 4 4
Car 0 . . . . . . . . . . . .
e/Di 0 0 0 0 0 0 0 0 0 0 0 0 0
sabi % 0 0 0 0 0 0 0 0 0 0 0 0
lity

1 $ $ $ $ $ $ $ $ $ $ $ $
Val
6 1 1 1 1 1 1 1 1 1 1 1 1
uabl
. 2 2 2 2 2 2 2 2 2 2 2 2
e
0 . . . . . . . . . . . .
Ite
0 0 0 0 0 0 0 0 0 0 0 0 0
ms
% 0 0 0 0 0 0 0 0 0 0 0 0

1 $ $ $ $ $ $ $ $ $ $ $ $
Per
6 1 1 1 1 1 1 1 1 1 1 1 1
son
. 2 2 2 2 2 2 2 2 2 2 2 2
al
0 . . . . . . . . . . . .
Liab
0 0 0 0 0 0 0 0 0 0 0 0 0
ility
% 0 0 0 0 0 0 0 0 0 0 0 0

Dire
ct
Cos
t of
Sal
es

Pro $ $ $ $ $
per $ $ $ $ $ $ $ 1 1 1 1 1
y 4 4 5 5 6 7 8 , , , , ,
Insu 0 6 1 9 7 6 8 0 1 2 4 6
ran 0 4 2 2 2 8 0 0 3 9 8 9
ce 8 6 6 8 6

$ $
Life $ $ $ $ $ $ $ $ $ $ 1 1
Insu 2 3 3 4 4 5 6 6 8 9 , ,
ran 8 1 6 0 8 2 0 7 8 1 0 1
ce 8 2 0 8 0 8 0 2 8 2 0 7
8 6

Lon
g
Ter $ $ $
$ $ $ $
m $ $ $ $ $ 1 1 1
2 2 4 7
Car 0 0 0 0 0 2 4 9
4 4 8 2
e/Di 0 4 2
sabi
lity

Val
$ $ $ $ $ $ $ $ $ $ $ $
uabl
1 1 2 2 2 3 3 3 4 5 5 6
e
5 8 0 4 7 1 4 9 5 1 8 8
Ite
6 0 4 0 6 2 8 6 6 6 8 4
ms

Per $ $ $ $ $ $ $ $ $ $ $ $
son 0 0 0 0 0 0 2 4 8 1 1 2

Page 24 of 29
al
3 8 1
Liab 4 8 4
2 0 6
ility

Sub
total $ $ $ $ $ $ $ $ $ $
Dire $ $ 1 1 1 1 1 2 2 2 3 3
ct 8 9 , , , , , , , , , ,
Cos 4 5 0 2 4 6 8 1 6 9 4 9
t of 4 6 7 4 2 3 7 7 3 7 0 6
Sal 6 0 8 2 6 2 6 6 8 4
es

Marketing Expense Budget

M M M M
M M M M M M M M
o o o o
o o o o o o o o
n n n n
n n n n n n n n
t t t t
t t t t t t t t
h h h h
h h h h h h h h
1 1 1
1 2 3 4 5 6 8 9
7 0 1 2

$
Dir $ $ $ $ $ $ $ $ $ $ $ 1
ect 5 5 5 5 5 5 5 5 5 5 5 ,
Mai 0 0 0 0 0 0 0 0 0 0 0 0
l 0 0 0 0 0 0 0 0 0 0 0 0
0

Prin
t $ $ $ $ $ $ $ $ $ $ $ $
Adv 1 1 1 1 1 1 1 1 1 1 1 1
erti 0 0 0 0 0 0 0 0 0 0 0 0
sin 0 0 0 0 0 0 0 0 0 0 0 0
g

$ $ $ $ $ $ $ $ $ $ $ $
Fly
5 5 5 5 5 5 5 5 5 5 5 5
ers
0 0 0 0 0 0 0 0 0 0 0 0

$ $ $ $ $ $
1 1 1 1 1 1
Se
, $ , $ , $ , $ , $ , $
min
0 0 0 0 0 0 0 0 0 0 0 0
ars
0 0 0 0 0 0
0 0 0 0 0 0

Tha
$ $ $ $ $ $ $ $ $ $ $ $
nk
1 1 1 1 1 2 2 2 2 2 3 3
You
0 2 4 6 8 0 2 4 6 8 0 2
Gift
0 0 0 0 0 0 0 0 0 0 0 0
s

Pay
-
Per
- $ $ $ $ $ $ $ $ $ $ $ $
Clic 5 5 5 5 5 5 5 5 5 5 5 5
k 0 0 0 0 0 0 0 0 0 0 0 0
Adv 0 0 0 0 0 0 0 0 0 0 0 0
erti
sin
g

Info $ $ $ $ $ $ $ $ $ $ $ $
rma 1 0 0 0 0 0 1 0 0 0 0 0
tion , ,

Page 25 of 29
al
0 0
Boo
0 0
klet
0 0
s

$ $ $ $ $ $ $ $ $ $ $ $
Oth 5 5 5 5 5 5 5 5 5 5 5 5
er 0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0

-
-
-
-- -- -- -- -- -- - -- -- -- -- --
-- -- -- -- -- -- - -- -- -- -- --
-- -- -- -- -- -- - -- -- -- -- --
-- -- -- -- -- -- - -- -- -- -- --
-- -- -- -- -- -- - -- -- -- -- --
-- -- -- -- -- -- - -- -- -- -- --
-
-
-

Tot
al
Sal
$ $ $ $ $ $ $ $ $ $ $ $
es
3 1 2 1 2 1 3 1 2 1 2 2
and
, , , , , , , , , , , ,
Mar
7 7 7 8 8 8 8 8 9 9 9 4
keti
5 7 9 1 3 5 7 9 1 3 5 7
ng
0 0 0 0 0 0 0 0 0 0 0 0
Exp
ens
es

7 2 4 2 3 1 3 1 1 1 1
Per 9
1 9 1 3 1 8 3 3 7 0 3
cen .
. . . . . . . . . . .
t of 9
0 6 4 3 7 1 0 9 6 3 8
Sal 7
9 2 9 5 1 4 1 2 6 8 5
es %
% % % % % % % % % % %

Key Marketing Metrics

M M
M M M M M M M M M M
o o
o o o o o o o o o o
n n
n n n n n n n n n n
t t
t t t t t t t t t t
h h
h h h h h h h h h h
1
1 1
1 2 3 4 5 6 7 8 9 2
0 1

$ $ $ $ $ $ $
$ $ $ $ $
1 1 1 1 1 2 2
5 5 6 7 8
0 1 3 6 8 1 4
, , , , ,
Revenue , , , , , , ,
2 9 7 7 9
2 7 5 4 6 3 7
7 7 2 5 2
0 2 7 7 0 0 7
5 5 5 0 5
0 5 5 5 0 0 5

1 1 1 1 1 2 2 3 3 3 4 5
Leads 1 3 4 7 9 2 6 0 4 9 3 0
7 3 9 2 8 7 1 2 9 4 0 1

Leads 2 2 2 2 2 2 2 2 2 2 2 2
Converte 0 0 0 0 0 0 0 0 1 1 2 2
d . . . . . . . . . . . .

Page 26 of 29
 0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0
% % % % % % % % % % % %

Avg. 1 1 1 1 1 1 1 1 1 1 1 1
Transacti . . . . . . . . . . . .
ons/Cust 5 5 5 5 5 5 5 5 5 5 5 5
omer 0 0 0 0 0 0 0 0 0 0 0 0

$ $ $ $ $ $ $ $ $ $ $ $
Avg.
1 1 1 1 1 1 1 1 1 1 1 1
$/Custom
5 5 5 5 5 5 5 5 5 5 5 5
er
0 0 0 0 0 0 0 0 0 0 0 0

2 2 3 3 3 4 4 4 5 5 6
Referrals 0
5 8 0 3 7 0 4 9 4 9 5

PR
0 1 1 1 1 1 2 2 2 2 2 2
Mentions

Testimoni 1 1 2 2 3 3 3 3 3 3 4
0
als 0 5 1 5 0 3 5 6 7 9 0

Other 0 0 0 0 0 0 0 0 0 0 0 0

Gap Dashboard
M M M M M M M
M M M M M
o o o o o o o
o o o o o
n n n n n n n
n n n n nt
t t t t t t t
t t t t h
h h h h h h h
h h h h 1
1 1
6 7 8 9 2
1 2 3 4 5 0 1

Per
son
al

Ho
urs
spe
nt 4 3 2 2 2 2 2 2 2 2 2 2
on 0 0 5 5 0 0 0 0 0 0 0 0
mar
keti
ng

Ho 4 2 1 1 1 1 1 1 1 1 1 1
urs 0 0 5 5 0 0 0 0 0 0 0 0
req
uire
d
for
edu
cati
ona
l
mat
eria
ls
(blo
g,
ne
wsl
ette
r,

Page 27 of 29
se
min
ar,
boo
klet
)

Bus
ine
ss

$ $ $ $ $ $
$ $ $ $ $ $
1 1 1 1 1 2
5 5 6 7 8 2
0 1 3 6 8 1
Sal , , , , , 4,
, , , , , ,
es 2 9 7 7 9 7
2 7 5 4 6 3
7 7 2 5 2 7
0 2 7 7 0 0
5 5 5 0 5 5
0 5 5 5 0 0

$ $ $ $ $ $ $ $ $
$
Cos $ $ 1 1 1 1 1 2 2 2 3
3,
t of 8 9 , , , , , , , , ,
9
Sal 4 5 0 2 4 6 8 1 6 9 4
6
es 4 6 7 4 2 3 7 7 3 7 0
4
6 0 8 2 6 2 6 6 8

Tac
tical

Lea
ds
fro 1 1 1 1 1 2 2 3 3 3 4 5
m 1 3 4 7 9 2 6 0 4 9 3 0
mar 7 3 9 2 8 7 1 2 9 4 0 1
keti
ng

Lea
ds
fro
2 2 3 3 3 4 4 4 5 5 6
m 0
5 8 0 3 7 0 4 9 4 9 5
refe
rral
s

Str
ate
gic

PR
Me
0 1 1 1 1 1 2 2 2 2 2 2
ntio
ns

Re
ne
0 0 0 0 0 0 0 0 0 0 0 0
wal
% % % % % % % % % % % %
Rat
e

Page 28 of 29
Page 29 of 29