Marketing Way Test 2

Welcome to the Marketing Way! TELISA’S MARKETING VISIONEach of us is challenged not only to fulfill our day-to-day Build the brand to lead the charge to growresponsibilities, but to keep up with the rapid pace of change and revenue by adding new customers,find ways to challenge the status quo through innovation. To be increasing share-of-wallet for existingeffective and equipped to both run the business and advance it customers, and providing seamlesslyforward, we need a shared understanding of both high-level integrated and delightful experiences thatconcepts and day-to-day fundamentals of marketing and the cause customers to not only stay with theinsurance industry that we operate in every day. brand, but to also advocate for the brand.This comprehensive guide was developed to increase our marketing ROB’S MARKETING PURPOSEacumen, discipline, and effectiveness by ensuring everyone inmarketing knows the base level marketing practices within American As an exceptional marketing division, weFamily Insurance and our industry. will utilize our marketing acumen and strong brand to be truly customer-drivenThe three crucial functions covered inside include: and enhance the organization’s business results by partnering with the product lines,BRAND LEADERSHIP: the field and other divisions. These business results include acquiring new customers,Managing how American Family Insurance is perceived in the hearts retaining current customers, increasingand minds of our customers, agents and employees. cross-selling opportunities and maintaining profitability.GROWTH STRATEGY:Leading the way from mono to multi-line household and from singletransactions to multiple values and loyalty creation interactions.CHAMPION OF CUSTOMER EXECUTION:Defining how we attract, engage, sell and retain customers bysegment (what we do against which segment)We hope you enjoy this guide and find its content useful andinsightful!

OUR BUSINESSOUR FOOTPRINTRANKINGS BY PRODUCT

OUR BRANDWHAT IS A BRAND? “A brand is a distinguishing name/symbol (such as logo, trademark, or package design) intended to identify the goods or services and to differentiate those goods or services from those of competitors” David Aaker, Branding Expert, Author “The thoughts, feelings and perceptions that become linked to a brand in the hearts and minds of people” Jim Stengel, former CMO P&G

THE BRAND HOUSE

OUR AMERICAN FAMILY INSURANCE BRAND HOUSE