Campaign Generates $90 Million of new revenue in Fall Program.

Client: Allstate Insurance Company, Chicago, Illinois

Challenge: The Central Region of the Allstate Broker Dealer Annuity Division had a 2003 fourth quarter sales goal of $75,000,000 dollars.Employing the new business strategy, "the best place to generate new business is where you already have it," Allstate summoned FreshSuccess to incorporate a message, reach, and frequency campaign targeting existing Allstate clients.

Objective: Implement a measurable marketing program specifically directed at well-established and influential financial advisors throughout central United States.The goals of the FreshSuccess program were to brand the Allstate wholesaler, drive relationship development, increase transaction frequency, and accomplish the desired outcome. The core component of the program was the "call to action" initiative for the targeted recipients managed by the regional sales manager.The number one objective was to close business during the fourth quarter, in a highly competitive annuity market.

Program: The regional sales managers each supplied FreshSuccess with a database consisting of approximately fifty target clients.FreshSuccess then recommended higher value proposition messages that complemented Allstate's marketing initiative. The program focused on message, reach, and frequency utilizing a highly differentiated and effective communication platform fully supporting Allstate's brand. Each package delivery was confirmed via real time email notification. Upon that notification Allstate was directed to place a follow up sales call focusing on the message, with the goal of either closing for an appointment or securing a sale.

Process: FreshSuccess is a unique and effective business development company that differentiated Allstate from the other annuity carriers available to each financial advisor. FreshSuccess created a turnkey business development system that captivated the attention of Allstate's targeted decision maker. The process is simple: Allstate's Regional Sales Managers determined their target, selected a product, chose the message and made the pro-active sales call follow-up.

Results:

• 100% Target hit rate: Every targeted customer received sales call
• 63% of the targets closed a ticket with the Regional Sales Manager
• The average ticket was $314,244.00
• The data reflects the correlation with FreshSuccess and the $90 million dollars of new business

Client Quote: "We were comfortable going into the fall campaign with a goal of $75 million dollars, but our fantastic results ($94.3 million) were a reflection of the power of implementing FreshSuccess. We were very impressed with the real time email notifications and the sales managers tracking report. I was able to manage the follow-up activities of the production team thus, not leaving anything to chance.FreshSuccess is a focused and highly effective program that works."

Conclusion: FreshSuccess' impact on Allstate's regional production team was impressive based on the successful achievement of their quarterly goal. The visibility of the Allstate brand along with the regional sales managers' ability to deliver the message was the difference. FreshSuccess delivers the results for which our clients are investing.

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