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Field Presentation September 21, 2009

Field Presentation September 21, 2009. VALUE COVERED SMART EASY TO USE EXPERIENCED & RELIABLE. Overview.

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Field Presentation September 21, 2009

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  1. Field PresentationSeptember 21, 2009

  2. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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 email 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. 1

  3. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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. 2

  4. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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 choiceand 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. 3

  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 *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 coverageoption • Auto loan and lease protection option • Expanded transportation expense coverage option • Combined single limit policy 5

  7. Travelers is the smart choice for you and your customers. • Coverage experts • State-of-the-art Claim University • Knowledgeable underwriters • Innovative products 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 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 recommendus to a friend. 8

  10. Campaign Components 9

  11. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE Agent Directed Materials 10

  12. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE Agent Email Campaign • Launches 9/29 • Five emails 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 11

  13. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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- 14755-KT) • Present at Agency visits October – November 12

  14. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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 Back 13

  15. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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 14

  16. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE Agent Press Release • Overview of Travelers Auto • Distributed to B2B publications in October • Reprints included in Agent Kit 15

  17. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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 Banner Ad 16

  18. Agent HQ • Updated auto pages: • Overview page • New auto campaign page 17

  19. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE Consumer Directed Materials 18

  20. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE Proposal Folder • Agents can deliver Travelers quote in proposal folder • Include consumer brochure in proposal folder 19

  21. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE Consumer eBrochure • Highlights consumer value message • Agents can download and send to prospects Front Back 20

  22. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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 21

  23. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE Field Sales Resources 22

  24. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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 23

  25. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE Campaign Rollout Timetable • 9/14 RVP Call • 9/21 SE/RSD Webinar • 9/25 Field Sales email with new marketing materials • 9/29 Agent Email 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 email #2 – “Covered” deep dive • 11/19 Email #3 – “Value” deep dive • 12/17 Email #4 – “Smart” deep dive • 1/21 Email #5 – “Experienced” deep dive 24

  26. VALUECOVERED SMART EASY TO USE EXPERIENCED & RELIABLE 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 25

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