Industrial Alliance Groupe Financier Key Consulting Stephanie Chabot Shana Labrecque Philippe Latreille

Mandate Objectives: Foster Brand Equity Increase number of prospects Increase Sales IntroductionAnalysisAlternativesRecommendationImplementationConclusion To develop a strategy which will enable iA to increase the amount of prospects and life insurance sales for the age range in Canada

Key Considerations Unsought Product IntroductionAnalysisAlternativesRecommendationImplementationConclusion Education Loyalty Financial Impact

The Life Insurance Industry IntroductionAnalysisAlternativesRecommendationImplementationConclusion Value must be demonstrated is required to be differentiated in this industry High barriers to entry Growth Consolidation $4.195 B industry 22 million subscribers 1 2 3

Competition IntroductionAnalysisAlternativesRecommendationImplementationConclusion A unique offering is required to differentiate value Financial Institutions Insurance Companies

iA Groupe Financier IntroductionAnalysisAlternativesRecommendationImplementationConclusion With an established network in place, rejuvenation will attract customers Established Player Diversified Portfolio Stakeholders Advisors Independent Brokers Employees Customers + family 1 2 3

Target Market – Max IntroductionAnalysisAlternativesRecommendationImplementationConclusion A seamless ominichannel experience needs to be created to simplify process Works/studies, socializes, CSR, social consumption, humour, gamification What does he do? Advantages, lower cost, investment for future Why should he buy? years old Who is Max? Denial of termination, Education, financial limititations Why doesn’t he buy?

Products and Services IntroductionAnalysisAlternativesRecommendationImplementationConclusion Models exist to satisfy different needs and must be clearly communicated Temporary Life Insurance -Terms -Temporary needs -Financial Limitations Complete Life Insurance -Until death -Stable premiums Universal Life Insurance -Life Insurance -Portion of savings

Who should iA target? IntroductionAnalysisAlternativesRecommendationImplementationConclusion Companies Parents Consumers

Decision Criteria IntroductionAnalysisAlternativesRecommendationImplementationConclusion Ease of Convertibility Sustainability Timeliness Market Potential

Decision Matrix IntroductionAnalysisAlternativesRecommendationImplementationConclusion CompaniesParentsConsumers Market Potential Ease of Convertibility Sustainability Timeliness

Recommendation IntroductionAnalysisAlternativesRecommendationImplementationConclusion Targeting customers directly will best enable iA to increase the amount of prospects and life insurance sales for the age range in Canada

Communication IntroductionAnalysisAlternativesRecommendationImplementationConclusion Communication Objective Increase the level of perceived relevance of life insurance amongst the age group Communication Message Industrial Alliance is your trusted life insurance advisor, guaranteeing Simplicity Convenience Customizability

Recommendation IntroductionAnalysisAlternativesRecommendationImplementationConclusion Industrial Alliance, your Intelligent alliance Industrielle Alliance, votre alliance intelligente

Implementation at a Glance IntroductionAnalysisAlternativesRecommendationImplementationConclusion Prospecting (0-4 months) Mobile Intelligent Alliance Application Online PR Customization (4-8 months) PR Contest (Internal & External) Advertising Campaign Coverage (8+ months) Partnership Upselling & Cross selling opportunities Referral

Prospecting Phase (0-4 Months) IntroductionAnalysisAlternativesRecommendationImplementationConclusion iA First Step – Profiling (data collection) Intelligent Rewards Savings Tracker Gamification Integration + discount (Nike fuel band, Fitbit…) My iA profile Community post & event notification Intelligent Alliance Application Blast & targeted Ads + Blogs

Prospecting Phase (0-4 Months) IntroductionAnalysisAlternativesRecommendationImplementationConclusion Online Search engine marketing (save money, smart investment, intelligent investment etc.) Website (community posts & integrated intelligent adviser) Public Relations Intelligent Ambassadors, employees, independent brokers Major regions Physical test with intelligent alliance gear Application introduction

Customization Phase (4-8 Months) IntroductionAnalysisAlternativesRecommendationImplementationConclusion Ad Campaign Traditional: Intelligent vs unintelligent decisions (parachute) Out of Home: Bars, cinemas, public transportation services, metro blitz Online: YouTube pre-roll, Banners, Mobile Quiz up Trivia crack

Customization Phase (4-8 Months) IntroductionAnalysisAlternativesRecommendationImplementationConclusion Public Relations Intelligent ambassadors Events (Spartan Race, Iron man, Tour de l’ile etc.) Contest Internal: 5 best salesmen win a trip California (Silicon Valley) External: Win your insurance policy for 10 years Social Media-most intelligent decision

Coverage Phase (8+ Months) IntroductionAnalysisAlternativesRecommendationImplementationConclusion Partnership Transportation: Uber, Bixi Food: Sobeys-Loblaws, Freshii, Chocolats Favoris Inc. ;) Fitness: Goodlife Fitness, Energie Cardio Upselling + Cross selling Other iA services Referral ProgramMedical Application Integration

Budget IntroductionAnalysisAlternativesRecommendationImplementationConclusion In CDN dollars Ambassadors40,000 Contests35,000 OOH880,000 Intelligent App450,000 SEM900,000 Mobile150,000 Banners125,000 YouTube Preroll250,000 Video Production95,000 Launch Event30,000 Total$2,955,000

Budget IntroductionAnalysisAlternativesRecommendationImplementationConclusion Assumptions* New Revenues $1000/year and 20,000 new policies ROI = 5.77

Mandate Objectives: Foster Brand Equity Increase number of prospects Increase Sales IntroductionAnalysisAlternativesRecommendationImplementationConclusion To develop a strategy which will enable iA to increase the amount of prospects and life insurance sales for the age range in Canada

Thank you! Any Questions? Key Consulting Stephanie Chabot Shana Labrecque Philippe Latreille