Insurance Agency Marketing Plan

Acme Insurance, Inc.

Executive Summary

By focusing on its strengths, its present client base, and new value-priced products in the next year, Acme Insurance plans to increase gross sales by 10% and profit by 15%.

The Keys to Success and critical factors for the next year are, in order of importance:

• Identify "Target Markets."
• Begin the "Insurance Partners" program.
• Provide small businesses with an affordable basic business package.

Acme Insurance, Incorporated has been profitable, but recently Acme has had a declining market share and this must be addressed. Therefore our goals are:

• To re-establish Acme Insurance, Inc. as the market leader in quality and value-priced insurance products in the Smalltown district.
• Establish good working relationships with the present insurance markets by meeting with their decision makers and plotting a mutual plan for success. Get commitments for support and products that Acme can market in the trading area starting April 1st, 2003.
• Investigate new markets that meet the marketing criteria by
  • committing to small rural brokerage;
  • providing products suitable to the economic and social climate; and
  • plans for the upload and download of insurance policies.
• Provide sales incentives to staff to meet sales goals.
• Complete inspection of all Pilot homeowners within one month before renewal date.
• Formulate plans to acquire another brokerage.

Acme Insurance, Inc. is dedicated to providing insurance products that provide quality protection with value pricing. Acme wishes to establish a successful partnership with the clients, staff members, and insurance companies, that respect the interests and goals of each party. Success will be measured by the clients choosing Acme because of their belief in Acme's ability to meet or exceed their expectations of price, service, and expertise.

In order to implement our strategic goals, Acme will focus on developing the following tools.

• Knowledgeable, friendly staff that can empathize with our consumers' needs and circumstances, especially in handling a loss.
• Policies that meet or exceed the expectations of our clients, and that are affordable, available, and understandable.
• Policies and endorsements delivered on time with minimal errors.
• A commitment to an annual insurance review for all of our clients. A phone call is more than any direct mass marketer offers. Acme believes personal contact and service is the cornerstone of our success.

Acme Insurance primarily markets and services Personal Lines Insurance. Its customers are mostly rural, lower income families or long-time resident senior citizens who demand value-priced insurance premiums in keeping with their lower and fixed incomes. Acme will also provide insurance to small business, mostly family-run seasonal operations primarily focused on the tourist trade.

Acme Insurance is a privately incorporated company in thethe Smalltown district and is licensed to transact both Life and General Insurance. The shares are held equally by John Smith and Peter Smith.

Acme has stressed to the insured the importance of good communication between the broker and client to insure proper coverage is in place. Acme has noticed as the clients become better informed about insurance that there has been a tremendous increase in clients wishing in-depth discussions about their policy coverage and how they can get the most value for their insurance dollar.

The company's strength lies in the quality and depth of our products and staff. The offices, unlike the competition, are open six days a week. Because of Acme's larger staff, they are able to service the clients even when a client's broker is busy or out of the office on inspections. The Real Estate division, which is a separate company, helps with market value and replacement cost analysis when required.

The past few years have seen tremendous upheaval in the insurance industry. The number of players has decreased in both the broker and company communities. The recession has curtailed insured from properly maintaining their homes and automobiles, and insurance fraud has become a major issue for the entire insurance industry.

Brokers are concerned that in spite of commission reductions, quotas, contract cancellations, and refusal to write new auto business by some markets, they now may find themselves in competition with some of the traditional broker distribution companies that are setting up direct marketing facilities and branches. The banks now have announced they will open stand alone insurance offices to retail insurance.

In spite of the above, Acme believes that the independent broker will survive. Acme is more automated than most service industries. Acme is close to the customer, regardless of some insurance companies' attempts to sever the traditional broker-client relationship. The clients, in most cases, still do not care or know which company they are placed with. They trust Acme's judgment in selecting the proper coverage and company.

Based on these changes in the goals, outlook, and company culture, Acme anticipates that they will be able to make revenues of approximately $750,000 by year three of the plan and a net profit of $170,000. The company does not anticipate any cash flow problems.