1. Field Presentation September 21, 2009

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Overview
A new auto marketing campaign and materials, themed “We know the road”, have been created to provide agents and customers a better understanding of what differentiates Travelers Auto.
The campaign and materials focus on tangible proof points that bring our product to life, in simple, benefit oriented language.
The campaign kicks-off via an agent starting September 29th.
The e-campaign will continue throughout 4th quarter in an effort to build awareness among the larger agent population.
Marketing and selling materials will be made available to Field Sales. The expectation is that SE’s will review with key agent segments (e.g. High Performers, Rising Stars).
Creative is linked to “Better Coverage” campaign to leverage consumer awareness built for PI.
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3. Communication Goals With Agents
Agents will be better prepared to present Travelers auto to consumers in simple, consumer benefit oriented language.
Move the conversation beyond price with consumers.
Help agents to present the incremental value of purchasing Travelers auto insurance.
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4. The Travelers Difference
V A L U E : Give your customers great protection at a great price with over 15 great discounts and favorable pricing features!
C O V E R E D : Travelers offers customers choice and flexibility with a wide variety of coverage, limit and deductible options.
S M A R T : Travelers has the know-how to make things right at every turn, thanks to our coverage experts, state-of-the-art Claim University, knowledgeable underwriters and innovative products.
E A S Y T O U S E : We make it easy to do business with us, starting with easy access. Add to that quick payment options, one-stop auto repairs, and 24/7 claim service.
E X P E R I E N C E D & R E L I A B L E : We’ve built a lasting company with strong financials so we’ll be there for you and your customers over the long haul.
This is the “framework“ we built the campaign around. All of the key features/benefits roll up to these “pillars”.
As we take you through the details of the campaign, you will see that everything derives from these pillars.
We also believe that this is a great way to talk about Travelers Auto in a differentiating way.
It really brings it to life, but also encapsulates the greater “Travelers Brand”.
As we look to other product lines and product enhancements, this framework will be used (e.g. Property, PIF, other discounts).
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5. They’ll receive value.
Full size service at a competitive price
More than 15 discounts and advantages*, including:
Safe Driver Advantage
Early Quote Advantage
Multi-Policy Discount
Hybrid Vehicle Discount
Good Student Discount
Driver Training Discount
Student Away from School Discount
Home Ownership Discount
With Travelers, customers get great protection and service at a competitive price. Plus, customers get more ways to save. Travelers offers more than 15 discounts that include:
Safe Driver Advantage. Qualifying safe drivers (with no accidents, violations or major comprehensive claims) are eligible for savings benefits.
Early Quote Advantage. Early shoppers who obtain a Travelers quote eight or more days* before their desired coverage effective date are eligible for savings benefits. *Number of days varies by state.
Multi-Policy Discount. Customers who combine Travelers auto, home and boat could see savings of up to 15% on each policy.
Hybrid Vehicle Discount. Customers can get up to 10% off insurance for hybrids.
Good Students Discount. Young drivers may qualify for a discount form having good grades (A/B average).
Driver Training Discount. Young drivers (under age 21) who complete a driver training course qualify for this discount.
Student Away From School Discount. Policyholders with a dependent (under age 24) who goes away to school (100 plus miles away) may qualify for this discount.
Home Ownership Discount. Policy holders who own a home or a condo, may qualify for a home owners discount.
*Coverages and discounts are subject to individual insureds meeting our underwriting qualifications and to state availability. 4

6. Customers are covered.
Wide variety of coverage, limit and deductible options
Repair or replacement collision coverage option
Auto loan and lease protection option
Expanded transportation expense coverage option
Combined single limit policy
Customers can get the coverage that works best for them.
Travelers offers a wide variety of coverages: collision, comprehensive, liability, medical payments and uninsured/underinsured motorists, plus extra options: repair or replacement collision coverage, auto loan and lease protection and expanded transportation expense.
Limit options accommodate varying protection needs.
Deductible options help customers lower their premiums.
A combined single limit policy provides customers with more coverage flexibility. 5

7. Travelers is the smart choice for you and your customers.
Coverage experts
State-of-the-art Claim University
Knowledgeable underwriters
Innovative products
Travelers professionals have the knowledge and skills necessary to help you and your customers.
You and your customers get better counseling through better conversations.
Our coverage experts talk to agents, analyze results and apply their experience to make Travelers Auto competitive.
Travelers state-of-the-art Claim University delivers world class claim professionals.
Knowledgeable underwriters better understand your market and can answer your questions.
At Travelers, you’ll get innovative thinking. Staying ahead of change is our business, from offering discounts for hybrid vehicles to pioneering identity theft protection. 6

8. We’re “easy to use.”
One stop auto repairs at 60 ConciergeCLAIM locations
Convenience: one company for auto, home boat and more
Easy to pay, check claims and get answers
24/7 claim service
We make it easy for agents and customers to do business with us, starting with easy access.
Add to that one stop auto repairs at over 60 ConciergeClaim locations countrywide and the convenience of working with one carrier for all your personal insurance needs – home, auto, boat and even wedding.
We continue to work hard to satisfy our customer needs, making it easy to pay, check claims and get answers..
We are also organized to help customers to get prompt claim service, 24/7.
Qualified Travelers appraisers mean you won’t face the challenges of working with inadequately trained independents. 7

9. Travelers is experienced and reliable.
150 years of experience
High performance coverage
More options
9 out of 10 people who file a claim with us recommend us to a friend.
Security and peace of mind are intangibles that your customers seek when they purchase insurance –especially in today’s marketplace. Let you customers know that for over 150 years, Travelers has been looking out for families and their property, protecting them from financial casualties. Earning the reputation for being one of the best and most experienced insurers in the industry.
Travelers has strong financials and a history of prompt and fair claim service that customers can rely on. In fact, 9 out o10 people who file a claim with us recommend us to a friend. 8

10. Campaign Components Agent Directed Purpose / Description
Agent Campaign
High-level auto value story with links to IST.com homepage, auto fact sheet, video, & sales tip
Agent Kit (PL KT)
Contains all new auto marketing materials inside the new Proposal folder (PL-14755)
Agent Fact Sheet (PL-14757)
Overview of Travelers Auto
Mousepad / Notepad (PL-14756)
Handy auto desk reference guide for CSRs
InSynchTools.com/Weknowtheroad & Agent HQ
One-stop shop for all new auto materials for ordering and download
Agency PowerPoint Presentation
Use at agency meetings, includes Overview video
Consumer Directed
Proposal folder (PL-14755)
Agents can use to present Travelers quote to prospects
eBrochure (PL-14578)
Highlights value of an independent agent and Travelers Auto
eCards (on InsychTools.com)
Promotes Travelers auto with potential customers
Postcards (PL – PL-14769)
Direct mail pieces to target new business
To help you promote Travelers Auto to your agents. we have developed an integrated campaign that includes agent directed and consumer directed materials.
Let’s take a closer look at each of the campaign items… 9

11. Agent Directed Materials
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Agent Campaign
Launches 9/29
Five s themed: Overall, Covered, Value, Smart and Experienced
Timing: September – January
Links to Agent Fact Sheet, Consumer Value Video, Sales Tip of the Month and new InSynchTools.com landing page
The campaign launches on 9/29 with an that links to an agent fact sheet, consumer value video, Sales Tip and a new InSynchTools.com landing page.
Additional s themed: Covered, Value, Smart and Experienced follow October through January of next year.
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Agent Kit
Kit contents: Folder, agent fact sheet, consumer e-brochure, post cards, mouse pad notepad and press release
20 per Sales Executive
RSD/RVP – 3 samples
Order more on ARIBA (PL KT)
Present at Agency visits October – November
To help you detail agents, we have created a sales kit that includes:
Agent Fact Sheet
Consumer eBrochure
Postcards
Mousepad notepad
Press Release
20 kits will be delivered to each SE. More can be ordered though ARIBA.
Our recommendation is to detail your highest performing agents.
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Agent Fact Sheet
Overview of key features and benefits
Handy sheet that CSR’s can refer to when on the phone with customers
Succinct At-A-Glance differentiators
Front
The agent fact sheet provides an overview of the key features and benefits of Travelers Auto.
We recommend that CSRs download this sheet and keep it handy so they can refer to it when they are on the phone with customers.
Back
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Mousepad / Notepad
Travelers Auto desk reference for agents & CSR’s
Gives high level talking points on features and benefits of Travelers Auto
Functions as a mouse pad and includes tear-away pages for notes
This is a mouse pad – notepad that you can give to your agents and CSRs. It functions as a mouse pad and includes tear-away pages for notes.
This mouse pad also doubles as a CSR reference, providing high level talking points on the features and benefits of Travelers Auto.
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Agent Press Release
Overview of Travelers Auto
Distributed to B2B publications in October
Reprints included in Agent Kit
To complement the campaign, we are developing a press release that will be distributed to B2B publications in October. Reprints will be included in your sales kits.
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Landing Page
InSynchTools.com/WeKnowTheRoad
Banner Ad on IST.com homepage
New auto landing page
New auto eCard collection
One-stop shop to order or download new auto materials
We have created a host of marketing materials and parked them on our new auto landing page for one-stop shop convenience.
Banner Ad
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18. Agent HQ Updated auto pages: Overview page New auto campaign page
We’ve also update the auto pages on Agent HQ to reinforce our consumer value proposition. 17

19. Consumer Directed Materials
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We have created a consumer proposal folder that agents can use to deliver quotes.
Proposal Folder
Agents can deliver Travelers quote in proposal folder
Include consumer brochure in proposal folder
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Consumer eBrochure
Highlights consumer value message
Agents can download and send to prospects
This is a consumer brochure that agents can download from our electronic catalog and to customers.
Front
Back
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Postcards
Traditional print; 5 versions that highlight each pillar
Order from Agent HQ Specialty Items Catalog for a small fee
Ecards; 5 versions; download from InSynchTools.com
Easy, fast, and at no cost
Great way for agents to target new prospects
We have create a selection of postcards, both traditional print and electronic, to help attract new prospects to agencies.
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Field Sales Resources
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Field Sales Resource Center
Houses all new auto campaign materials
Agent presentation deck
Flash video
Agent and consumer materials to order from Ariba or download
Order:
Proposal folder
Mousepad
Postcards (on AgentHQ)
Download:
Agent fact sheet
Consumer ebrochure
We’ve posted all new campaign materials on the Agent Training tab on the Field Sales Resource Center.
Additionally, the following materials are available to order via ARIBA:
Kit
Mousepad
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25. Campaign Rollout Timetable
9/14 RVP Call
9/21 SE/RSD Webinar
9/25 Field Sales with new marketing materials
9/29 Agent campaign launch
10/5 Agent kits arrive to SE’s home/mailing address
10/5–12/4 Sales force reviews campaign/new auto selling points with key agents
10/20 Continuity campaign agent #2 – “Covered” deep dive
11/19 #3 – “Value” deep dive
12/17 #4 – “Smart” deep dive
1/21 #5 – “Experienced” deep dive
Here is our Campaign rollout timetable.
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Campaign Measurement
Campaign success will be measured on 3 levels with agents:
Awareness of Campaign
Understanding/Believability of positioning
Effectiveness
More likely to quote
Feel stronger/more positive about Travelers
Value vs. competition
E-Campaign metrics will also be tracked
Pre and post surveys will be used to measure the impact with agents
We will measure campaign success using pre and post surveys as well as ecampaign metrics.
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