One2One. A proven approach to growing your business. · “I don’t have to hire a marketing company to come in, design ads for me, get them approved by the carriers and then do

One2One. A proven approach to growing your business.

1 Overview

2 Acquisition

3 Retention

4 Rounding/ Cross sell

5 Referral/ Win back/ Value-added

6 How do I get started?

Contents

1 Overview

You talk to your clients throughout the day, but how much of your client base do you reach on a daily or even annual basis? And where will you find that next sweet spot to build your book of business?

Connecting with your customers and finding good prospects is essential for an agency’s success. That’s why Travelers offers One2One, a direct marketing platform that provides turnkey solutions for retention and business building initiatives. This award-winning program has been designed to help you:

4 Retain more customers for longer periods of time

4 Find and contact new business prospects

Direct marketing strategy: 5 easy steps with One2One

One2One campaigns include professional mail packages and all printing, mailing and postage… it’s like having your own marketing department and fulfillment center at your fingertips. It only takes a few mouse clicks to quickly plan and launch a program that delivers results.

“I don’t have to hire a marketing company to come in, design ads for me, get them approved by the carriers and then do a mailing. It was just click, click, click and that was it.” – Doug Katz, Jacob J. Katz and Company

Use the power of One2One to grow your business

Identify your business

needSelect a tactic

Choose your target

market Access online

databases, demographics and advanced targeting

capability

Connectwith youraudience

Pesonalize with agency information

Executeyour

programConfirm your order

Follow up and measureyour results

Reference online reports

1 2 3 4 5

With a few easy steps, you can create a personalized program that delivers results at a fraction of the cost of doing it yourself.

Direct Marketing AssociationECHO Award 2010 and 2012

4 Increase customer profitability and retention through Rounding and Cross Sell

4Win back lost customers

Even with retention and rounding practices in place, growing your business requires new business. One2One gives you the opportunity to choose the prospects in your market who are most likely to convert to customers, and send them communications that promote savings and your value as an independent agent.

One2One’s multi-source database includes consumer leads and targeting capabilities to identify prospects who are in the market for insurance.

• Auto – Target prospects with an upcoming renewal month or those in the market to purchase a vehicle

• New movers – Connect with prospects who have recently moved in the last 30 to 60 days

One2One Acquisition features tools to help you improve your close ratios and give you the most return.

• Prospect value profile – Select prospects based on potential risk, so you can target consumers who are more likely to be approved as new policyholders

• Maximize sales potential – Identify the areas that have performed at least 5% more favorably than the average close rate in your territory

Helpful tip: Take advantage of monthly Acquisition mailings that target individuals with an upcoming auto policy renewal. This is the best time to contact prospects because they are more likely to make a buying decision.

Important: Be sure to familiarize yourself and comply with all federal, state and local telemarketing laws before calling prospects. This includes obtaining a subscription from the FTC and complying with all Do Not Call regulations. For more information or to subscribe, visit www.FTC.gov

The average cost per sale using the One2One Acquisition mailers in 2012 was less than $200.00. This opened up new sales opportunities and expanded the book of business for the participating agents for a low acquisition cost. – Travelers Acquisition Program Sales Matchback

“A lot of the acquisitions mailed out have been bilingual, which is very important in this area. The people liked the letter and it’s been good for us because it’s gotten us into an area that we hadn’t really concentrated on before.” – Charles Frazer, Woodside Agency

2 Acquisition

Grow your business more effectively by targeting higher quality prospects

Attention-getting mailings Includes New Mover Available in Spanish

Some of the ways moving can change your coverage needs:

• Changedjobsordrivinghabits.

• Acquirednewpossessions.

• Startedimprovementprojectsonyournewhome.

• Fewer,ormore,familymemberslivingathome.

Are you getting the right price?

• Ratesmaychangedependingonwhereyoulive.

• Additionaldiscountsmaybeavailable.

Your Complimentary Review to include:

• Policy options

• Coverages

• Pricing

TRV/CP-XXXX-000

Asyourlocalindependentagent,Icanmakesureyougetthebestvalueonyourinsurance.

Complimentary Coverage Review for Sample A. Sample xx|xxxx|xxxx|xxxx|xxxx|xxxx|xxxx|

Remove at perforations and return in the enclosed, postage-paid envelope.

123 Agent StreetSte BAnytown, US 12345-6789

ABC Insurance Agency

<Sample A. Sample>:

{Intro copy: “Welcome to the neighborhood! Moving can be hectic as well as exciting … With all of the details you need to manage, it’s easy to forget how much your insurance needs can change…”}

{Benefit copy, state the offer: “I can help make sure that you have the right insurance protection – at the right price – for your new situation. As your neighborhood independent agent, I understand the local factors that could affect your coverage needs – and premiums. That’s why I’d like to offer a free insurance review …”}

{Benefit copy, call-to-action: “There’s no obligation to buy, and I’ll show you options and give you honest answers so you have the peace of mind you deserve … For your complimentary review, call me at 111.123.4567, or return the request below in the postage-paid envelope … I’ve also attached a business card to make it easy for you to reach me at your convenience …”}

Sincerely,

<Sample A. Agent><Sample A. Agent, XXX, YYY><Agent Title><ABC Insurance Agency>

P.S. {Reinforce benefit: “This review can make sure you’re not missing out on money-saving discounts or the right amount of coverage with your current policies. Call me today… “}

Agency Logo

Sample A. Sample123 Address BlvdApt AAnytown, US 12345-6789

S123456789098S

Respond by: Month xx, 2009

ABC Insurance AgencyBusiness Hours: xxxx111.123.4567, Fax 111.222.2222www.insuranceagent.com

The Travelers Indemnity Company and its property casualty affiliatesOne Tower SquareHartford, CT 06183

Call today at 111.123.4567 or complete and return this form in the postage-paid envelope. There is no obligation to buy.

Yes! I’d like a free review to make sure I’m getting the best value on my insurance coverages.

Sam

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You can contact me at:

Phone, Day: __________________ Evening: __________________

E-mail: ________________________________________________

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Important Insurance Information Enclosed

Important Insurance Information Enclosed

TRV/DW-AACQ-104

Importante:

¡BIENVENIDO AL BARRIO!Ahora que terminó de desempacar, asegúrese de tener el mejor seguro posible en cuanto a precio y beneficios.

¡Asegúrese de tener la protección correcta al precio correcto!

No es demasiado tarde para:

¡Hacer el cambio es fácil!



<Ejemplo A. Ejemplo>

Por parte de <ABC Insurance Agency>, quisiera darle una cálida bienvenida a nuestro barrio.

Con cada mudanza hay muchos detalles que cuidar, incluyendo conseguir una nueva póliza de seguros para su casa, carro u otras pertenencias. En medio de todo este caos, es difícil realizar toda la investigación necesaria para obtener los mejores precios y beneficios posibles.

Como su agente local independiente, le puedo recomendar la protección de seguros correcta al precio correcto – para su nueva situación. Nuestra agencia representa a varias compañías de seguros con el mejor ranking, como Travelers. Nosotros podemos comparar seguros por usted, buscando el precio y los productos más competitivos de acuerdo a sus necesidades.

Llame al 111.123.4567 ext. 2222, o envíenos el formulario anexo, dentro del sobre con la franquicia postal prepagada para una consulta rápida sin ningún compromiso. Tambien he adjuntado mi tarjeta para facilitar su contacto conmigo.

Sinceramente,<Ejemplo A. Ejemplo><Ejemplo A. Ejemplo, XXX, YYY><Título de Agente>

P.D. Si usted ya haya actualizado su póliza de cobertura, no es demasiado tarde aún para hacer cambios. Puede ahorrar dinero y darle tranquilidad. Llame Hoy.

Le podemos ayudar a averiguarlo.<111.123.4567 EXT. 2222>

Logo de Agencia

Ejemplo A. Ejemplo123 Adress BlvdApt AAnytown, US 12345-6789

S123456789098S

Travelers Indemnity Company y sus filiales de siniestro de bienesOne Tower Square, Hartford, CT 06183

1 Seleccione la póliza de cobertura de seguros que usted quisiera consultar (Sin obligación de compra).

Dueño de Casa Arrendatario Auto

Objetos de Valor (Joyería, palos de golf, vajilla etc.)

Responsabilidad Personal (Cobertura)

2 Por favor indique donde quisiera ser contactado

Teléfono (Día):__________________________________

Teléfono (Noche):________________________________

Correo Electrónico: ______________________________

Llame hoy al 111.123.4567 ext.2222 o llene y envie esta forma dentro del sobre con la franquicia postal prepaga.

AB

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ABC Insurance AgencyHoras de Negocio: xxxx111.123.4567 ext. 2222, Fax 111.222.2222www.insuranceagent.com

123/XX-X cmmptest123456789012 111

XX/XX/XX

TRV001

Ejemplo A. Ejemplo123 Address BlvdApt AAnytown, US 12345-6789

Desprenda la parte perforada y regrese en el sobre prepagado incluido.Nota: Puede que sea contactado por un agente respecto a su pedido de información.

¿Tiene la póliza con la cobertura correcta?

• Conseguirelmejorpreciomientrasprotegesusbienes.

• Averiguarsisehaestadoperdiendodedescuentos.

• Beneficiarsedenuestroconocimientoacercadelosfactoresderiesgoensuarea.

• Solotomaunosminutos.

• Nosotrosbuscaremoselmejorprecioylosproductosmáscompetitivos.

• Siesnecesario,nosotrosharemoselcambioporusted.

Important:

TRV/CP-NMSP-013

Welcome to the neighborhood!Now that the unpacking is done, make sure you’re still getting the best value on insurance.

Make sure you have the right protection at the right price!

It’s not too late to:

Making a change is easy!



<Sample A. Sample>:

On behalf of <ABC Insurance Agency>, I wanted to wish you a warm welcome to the neighborhood.

There are a lot of details to manage when you move, including changing or getting new insurance for your home, car and other possessions. In all the chaos, it’s easy to skip the research needed to get the best insurance values.

As your local independent agent, I can recommend the right insurance protection – at the right price – for your new situation. Our agency represents several top-rated insurance companies, like Travelers, so we can shop for the most competitive pricing and products to match your needs.

Call me at 111.123.4567 ext. 2222, or return the request below in the postage-paid envelope for a quick, no-obligation review. I’ve also attached a business card to make it easy to reach me.

Sincerely,

<Sample A. Agent><Sample A. Agent, XXX, YYY><Agent Title>

P.S. Even if you’ve updated your insurance coverages, it’s not too late to make changes. It could save you money and give you extra peace of mind. Call me today.

I can help you find out.<111.123.4567 ext. 2222>

Agency Logo


S123456789098S

The Travelers Indemnity Company and its property and accident insurance affiliatesOne Tower SquareHartford, CT 06183

1 Select the insurance coverage(s) you would like to review (there is no obligation to buy):

Homeowners Renters Auto

Valuables (Jewelry, golf clubs, china etc.)

Personal Liability (Umbrella)

2 Please tell me how you would like to be contacted:

Phone (Day): ___________________________________

Phone (Evening): ________________________________

E-mail: ________________________________________

Call today at 111.123.4567 ext. 2222 or complete and return this form in the postage-paid envelope.

AB

C I

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123

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ABC Insurance AgencyBusiness Hours: xxxx111.123.4567 ext. 2222, Fax 111.222.2222www.insuranceagent.com

123/XX-X cmmptest123456789012 111

XX/XX/XX

TRV001


Remove at perforations and return in the enclosed, postage-paid envelope. Notice: You may be contacted by an agent regarding this information request.

Do you still have the rightinsurance coverages?

• Getthebestvaluewhileprotectingyourassets.

• Findoutifyouaremissingoutonmoney-savingdiscounts.

• Benefitfromourexpertknowledgeoflocalrisks.

• Ittakesonlyminutestogetstarted.

• We’llshopforthemostcompetitivepricingandproducts.

• Ifneeded,we’llmaketheswitchforyou.TRV/RE-AACQ-602

TRAVELERS INSURANCE INFORMATION SERVICE CENTER

8512 N ALLEN RD PEORIA IL 61615-9833

NO POSTAGENECESSARY

IF MAILEDIN THE

UNITED STATES

BUSINESS REPLY MAILTC ,DROFTRAHLIAM SSALC-TSRIF PERMIT NO. 49

POSTAGE WILL BE PAID BY ADDRESSEE

Artwork for Envelope, Business, #9, 3 7/8 x 8 7/8 in (3.875" x 8.875")Layout: C:\Program Files\EnvMgr32\Dazzle32\sample brm letter.LYTMay 22, 2008 12:30:04

Produced by DAZzle Designer 2002, Version 4.3.08(c) Envelope Manager Software, www.EnvelopeManager.com, (800) 576-3279U.S. Postal Service, Serial #NO

IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed! Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece to meet both USPS regulations and automation compatibility standards.

3 Retention

One2One features proactive and attention-getting mailings that keep you top-of-mind with your customers by:

• Delivering valuable messages your customers will appreciate

• Supporting the relationship by contacting customers at key points in the policy life cycle

Helpful tip: Be sure to review the results of the Customer Satisfaction Survey in the report we provide and follow up as appropriate. This is a prime opportunity to improve relationships and initiate new sales discussions.

Month 5Month 4New policyor renewal

Welcome/ Thank you letter

FREE

Account Round postcard

Satisfaction surveyFREE

Helpful Tip postcard

Annual coverage review letter

FREE

Growth opportunity: high priority customer

Month 1 Month 2 Month 7 Month 10

Retention Plan – This time line is an example of how One2One can automatically send retention communications at key times during a customer’s life cycle. The Retention Plan includes select mailings fully funded by Travelers plus your choice of additional communications at an economical cost.

Increase customer loyalty and profitability

Keep your most valuable customers where they belong… with you!

Using a sophisticated rating technology developed by Travelers, combining loyalty with a Lifetime Value factor, we can identify groups of customers defined by their profitability and growth potential. This allows you to target your most valuable customers with communications that will strengthen their relationship with you, and encourage them to buy additional products.

We want to help you succeed.

That’s why we’ve developed our exclusive Customer Value Segments – available only through Travelers One2One. Now you have an even greater advantage – critical in these tough economic times – to focus marketing efforts and keep customers where they belong… with you!

Free! Travelers is committed to helping you retain and grow your best customers by funding a portion of the Retention Program.

One2One works! Agents enrolled in a One2One Retention Plan historically have a 1.4% higher retention rate compared to agents who did not participate. Travelers Retention Program studyOne2One identifies your most valuable customers and groups them into Customer

Value Segments, allowing you to focus marketing efforts on the customers you want.

“The Retention Program is so seamless; it does not take up any of your day. And all those touches do generate a sense of loyalty with your customers.” – Tim Mossinghoff, Clayton-Hanley Insurance Agency

Lifetime value

Loyalty

Customers with future

potential growth

Best, most profitable

customers

Customer Value Segments

Premier

High priority

Priority

Future potential

Customers with growth opportunity

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Is there something in the air?Breathe easier with these safety tips.

Is there something in the air?Breathe easier with these safety tips.

How to stay home without actually being there.Tips to help prevent break-ins.

How to stay home without actually being there.Tips to help prevent break-ins.

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How are your gas-saving skills?Easy ways to lower your fuel costs.

How are your gas-saving skills?Easy ways to lower your fuel costs.

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4 Rounding/ Cross sell

Available in Spanish

One2One can help you sell different lines of business – and maximize customer profitability and retention – by turning monoline policyholders into multiline customers. Targeted mailings help you round:

• Homeowners insurance to auto customers

• Auto insurance to homeowners customers

• Boat, flood, valuable items and umbrella policies to all of your customers

• Personal insurance to commercial customers

Helpful tip: Take a step-by-step approach to improving rounding.

1. Limit the number of mailings you send at any one time.

2. Use the report we provide to make follow-up calls to each customer.

Boost customer profitability

One2One Rounding mailings generated an average of $2.13 commission per $1.00 in 2012. – Travelers Rounding Program Sales Matchback

“I worked out a mailing to all of our existing Travelers customers, and that mailing was phenomenal. We got more calls than any other mailing we’ve ever done, and it helped us with account rounding.” – Nancy Buttine, John Buttine Inc.

5 Referral/ Win back/ Value-added

Referrals are a great way to grow your business. One2One helps you get referrals with “Thank You” mailings that show your appreciation for the business and politely ask your customers to share your name with people they know.

Winning back former customers is easier than acquiring new ones. One2One makes it even easier with a personal letter or postcard you can send to former customers letting them know you value their business and want them back.

Reaffirm your value and your customers’ decision to buy from you with One2One’s Value-Added mailings:

Helpful tip: • Schedule your mailings when you

know you can follow up with a phone call. Use our reports to track your communications.

• Use Value-Added mailings to keep your name top-of-mind as a trusted source of vital information.

• Annual coverage review letters

• New Year’s greeting card

• Automatic payment plan letter

• We’ve moved postcard

Get leads from your customers

Bring your customers back

Show your customers you care

Value-added, Win back and Referral mailings build business and customer loyalty.

A special message for our valued customer.

- Change the batteries in your home alarm, flashlights, radio,

smoke detector and any other safety device twice a year.

- Use ties to keep power cords, audio cables and computer

cables from becoming a fire or safety hazard.

- Make a family emergency action plan and discuss it with every

member of your family, young and old.

- Clean your clothes dryer vent at least annually to prevent a

dryer fire or damage to your machine.

- Keep a roadside assistance kit, a first aid kit, small set of tools,

gloves and fresh drinking water in your car at all times.

- Maintain tire pressure to save gas and to improve traction in

slippery conditions.

Some home and auto safety tips:- Change the batteries in your home alarm, flashlights, radio,

smoke detector and any other safety device twice a year.

- Use ties to keep power cords, audio cables and computer

cables from becoming a fire or safety hazard.

- Make a family emergency action plan and discuss it with every

member of your family, young and old.

- Clean your clothes dryer vent at least annually to prevent a

dryer fire or damage to your machine.

- Keep a roadside assistance kit, a first aid kit, small set of tools,

gloves and fresh drinking water in your car at all times.

- Maintain tire pressure to save gas and to improve traction in

slippery conditions.

Some home and auto safety tips:

“ thank you ”For Your Business

Sample A. Sample

123 Main Street

Apt. A

Anytown, US 12345-6789

S123456789098S

123 Agent Street

Ste BAnytown, US 12345-6789


PRSRT STD

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PAID

TRAVELERS

Personalized Address Labels Enclosed

TRV/DW-REFL-105

“ thank you ”from your agentA special

PRSRT STD

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Have you been getting the insurance value you deserve?

<Sample A. Sample>:

We miss you as a former customer of ABC Insurance Agency. If you didn’t get the extra services you expected, we would like another chance to prove ourselves to you with the better insurance value we offer.

• I’llbeyourpersonal adviser, to help you get the right coverages for your situation by staying on top of liability laws and other insurance matters.

• I’llbeyourtrustworthy advocate, working hard to get you the right price and the best claim service for your dollar from top-rated insurance carriers.

• Itisourgoaltoprovidesuperiorcustomerserviceandultimatelygiveyoupeace of mind when it comes to meeting your insurance needs.

We would love to have you as a customer again. Call me today at 111.123.4567 for a free quote and coverage review.

Sincerely,

Sample A. AgentSample A. AgentABC Insurance Agency

Have you been getting the insurance value you deserve?

<Sample A. Sample>:

We miss you as a former customer of ABC Insurance Agency. If you didn’t get the extra services you expected, we would like another chance to prove ourselves to you with the better insurance value we offer.

• I’llbeyourpersonal adviser, to help you get the right coverages for your situation by staying on top of liability laws and other insurance matters.

• I’llbeyourtrustworthy advocate, working hard to get you the right price and the best claim service for your dollar from top-rated insurance carriers.

• Itisourgoaltoprovidesuperiorcustomerserviceandultimatelygiveyoupeace of mind when it comes to meeting your insurance needs.

We would love to have you as a customer again. Call me today at 111.123.4567 for a free quote and coverage review.

Sincerely,

Sample A. AgentSample A. AgentABC Insurance Agency

Sample A. Sample 123 Main Street Apt. AAnytown, US 12345-6789

s1234567890s

Sample A. Sample 123 Main Street Apt. AAnytown, US 12345-6789

s1234567890s

Sample A. Agent, XXX, YYYABC Insurance Agency123 Agent StreetSte BAnytown, US 12345-6789111.123.4567 ext.1234 Fax 111.222.2222www.insuranceagent.com

Sample A. Agent, XXX, YYYABC Insurance Agency123 Agent StreetSte BAnytown, US 12345-6789111.123.4567 ext.1234 Fax 111.222.2222www.insuranceagent.com

Agency logo

Agency logo

PRSRT STDU.S. POSTAGE

PAIDTRAVELERS


PAIDTRAVELERS

000/xx-x xxxxxxx000000000000 00000/00/00

000/xx-x xxxxxxx000000000000 00000/00/00

ABC Insurance Agency123 Agent StreetSte BAnytown, US 12345-6789


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Did switching leave you out in the cold?

Come back today for a better insurance value.

Did switching leave you out in the cold?

Come back today for a better insurance value.

TRV/CF-NYGC-102

die linesFPO

Sample A. Sample123 Main Street Apt. 1Anytown, US 12345-6789

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PAIDTRAVELERS

Referral

Win back

Value-added

6 How do I get started?

The Travelers Indemnity Company and its property casualty affiliates. One Tower Square, Hartford, CT 06183

This material is for informational purposes only. All statements herein are subject to the provisions, exclusions and conditions of the applicable policy. For an actual description of all coverages, terms and conditions, refer to the insurance policy. Coverages are subject to individual insureds meeting our underwriting qualifications and to state availability.

© 2012 The Travelers Indemnity Company. All rights reserved. Travelers and the Travelers Umbrella logo are registered trademarks of The Travelers Indemnity Company in the U.S. and other countries. PL-13999-5 Rev. 4-13

Enrolling in a program or placing a single order is easy and affordable. Visit the One2One web site to view the various products, campaign customization options or a demonstration on how to order.

Visit Travelers Agent HQ (https://logon.travelers.com)• Click on the Sales and Marketing link and select Personal

Insurance Toolkit

• Browse the Sales and Marketing Toolkit that includes One2One products

• Access the One2One site directly by selecting the link within the Find/Order Materials section of the Sales and Marketing Toolkit

Can my communications be personalized?

Yes. Each mailing can include your logo, address and agency name in the letter as well as important information such as contact phone number and email address.

Will I get to see a proof of my order?

Absolutely. You will have an opportunity to view the finished product on screen before the materials are produced and mailed.

How will I know the status of my mailings?

You will receive an e-mail verification when your order processes which will summarize your order selections, total number of names selected and the cost associated with your order. Prior to the mail drop, you will receive a follow-up notification which will direct you to your Order History to download your follow-up list. This list includes the names of the customers and prospects who received mailings, and what mailings they received. You can use this list to schedule and track your follow-up calls.

How much does One2One cost?

Select pieces in the Retention Plan are fully subsidized by Travelers at no cost to you. All other communications are individually priced starting at $0.60 each. That’s far less than what you would pay to produce the materials yourself.

How do I pay for One2One?

It’s easy! You can use your VISA, MasterCard or American Express. Your credit card can be securely added to your profile so all you have to do is select it from a convenient drop-down menu when placing orders.

Visit One2One to start growing your business today! If you have questions or would like assistance, you can:• Call your Travelers sales executive • Contact technical support at 888.872.8121 or [email protected]

Documents

One2One. A proven approach to growing your business. · “I don’t have to hire a marketing company to come in, design ads for me, get them approved by the carriers and then do