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LEAD ACCEPTING PRODUCER

EDUCATIONAL WEBINAR

February 28, 2017

2| Copyright © 2017 California’s Low Cost Auto Insurance |

TOPICS OF DISCUSSION

WELCOME AND INTRODUCTION

LAP SURVEY BRIEFING

MARKETING AND OUTREACH STRATEGY

LAP LEAD GENERATION MEDIA CAMPAIGN – ONLINE LEAD GENERATION

GROUND CAMPAIGN – ON THE GROUND LEAD GENERATION

OTHER LAP RESOURCES – PRODUCER WEBSITE AND NEWCOLLATERAL

QUALIFYING THE LEADS

Q&A ADJOURN


INTRODUCTIONS

ELIZABETH CATANESI, SENIOR PROGRAM MANAGER, RHA

JOSH DERS, SENIOR ACCOUNT EXECUTIVE, JP MARKETING

VAL JACOBO, PROGRAM SUPERVISOR, RHA

MONICA LEYVA, PROGRAM SPECIALIST, RHA

JAIME MADRIGAL, PROGRAM SPECIALIST, RHA


KEY LEAD ACCEPTING PRODUCER (LAP) FALL SURVEY

TAKEAWAYS

WE HEARD YOU

Overall, LAPs are satisfied with CLCA program

More, better quality leads

More community based marketing

New collateral piece tailored for LAPs


STORY BEHIND LEADS

WHAT’S HAPPENING BEFORE YOU RECEIVE A LEAD?

Marketing Ground Campaign

MARKETING AND OUTREACH

STRATEGY


CLCA PROGRAM GOALS

MARKETING AND OUTREACH GOALS Increase awareness of CLCA and the number of people reached

through the media campaign; Increase program awareness through increased website total

page views per year; Develop partnerships and provide support to producers to

increase conversion rates and enrollments; Decrease the number of uninsured drivers; and Increase the number enrolled in CLCA annually.


CAMPAIGN STRATEGY | MULTI-FACETED APPROACH


MARKETING TARGETS

IDENTIFICATION OF COUNTIES WITH:


TARGET MARKET ANALYSIS

MARKETING CAMPAIGN


APPROACH, DESIGN, AND MESSAGING

APPROACH

Maximize reach and frequency

Optimize multi-platform opportunities

Create consistent design and messaging across platforms

DESIGN

Image direction focused on happy, diverse drivers

Crisp clean use of brand and brand colors

Increase visibility of website URL

MESSAGING

Simple, direct headlines

Always include a call to action (call or click)


MEDIA STRATEGY/METHODS

INCORPORATE MULTI-MEDIA PLATFORMS

Digital Advertising (web ads)

SEM (paid search)

Social Media (Facebook & Twitter)

DMV • Handbook Ad, Poster, Electronic Bulletin Board, Outreach Site, website

ESTABLISH CONSISTENCY WITH SEASONAL SPIKES

OPTIMIZE BUDGET FLUCTUATIONS


ADVERTISING PRODUCTION & MEDIA

TIER ONE COUNTIES

Digital Media Social Media Pro-bono Radio

Interviews DMV Advertising Program Collateral Remarketing

TIER TWO COUNTIES

Direct Email

Social Media

Pro-bono Radio Interviews

DMV Advertising

Program Collateral

Remarketing


DIGITAL ADVERTISING

Banner Ads


DIGITAL ADVERTISING

Native Ads

State Sponsored Ads


MOBILE ADVERTISING

Mobile Display


SOCIAL MEDIA – FACEBOOK


SOCIAL MEDIA – FACEBOOK


SOCIAL MEDIA – TWITTER

21| Copyright © 2017 California’s Low Cost Auto Insurance || Copyright © 2017 California’s Low Cost Auto Insurance |

NEW COLLATERAL

Producer postcardCounter-top rack card

display holder Law enforcement

tear-off sheet for uninsured motorists

GROUND CAMPAIGN


GROUND CAMPAIGN – BUILDING NETWORK PARTNERS

OUTREACH PHILOSOPHY

INCORPORATES THE USE OF

OVER 500 COMMUNITY

BASED ORGANIZATIONS TO

CONDUCT GRASSROOTS

OUTREACH

Presentations

Events/Workshops

Collaborative participation

Collateral placement

E-mailers


GROUND CAMPAIGN: OUTREACH AND EDUCATION

EVENTS/WORKSHOPS

Target Audience Eligible Consumers

Event examples • Martin Luther King Serve-a-thon

• Plaza Bonita Mall Event• Earth Walk• Dorsey High School Fair• World Aids Day –

Orange County

Outcome Introduction to CLCA Outreach, Education, Lead Generation

Outreach Specialist, Monica Leyva



PRESENTATIONS

Target Audience Organizations serving CLCA eligible consumers

Presentation Examples

• Department of Human Services – Ridgecrest

• Kern County Library• Westminster Police

Department• Fullerton Joint Union High

School District

Outcome Introduction to CLCA, trustbuilding, collateral distribution Outreach Specialist, Jaime Madrigal



COMMUNITY COLLABORATIVE PARTICIPATION

Target Audience Collaboratives with reach to CLCA eligible consumers

Collaborative examples • Community Alliances – Cal Optima Health Forum

• Anaheim Human Networking Services

• Inland Empire Health Partnerships• Service Planning Area 6 – south LA• Covered OC (Orange County) • Empowerment Congress• Inland Empire Health Partnerships

Community Collaborative



ETHNIC RADIO INTERVIEWS Radio La Ley – Tulare County One-hour interview airing twice

in Fresno, Tulare, Kings and Kern Counties

NEWSLETTER AD PLACEMENTS

Single sheet ads (½ page or ¼ page) in English or Spanish for paper or online newsletters or social network pages.

Educate public and drive traffic to website



OTHER PARTNERSHIPS Law enforcement 211 Libraries Clinics and health providers Schools and school districts Family Resource Centers AB 60 educators Housing authorities Immigration advocates Citizenship classes


GROUND CAMPAIGN: LAP ENGAGEMENT

ENGAGEMENT EFFORTS

Direct support to LAPs by Program Specialists

Collateral support Tips of the Month Job Aids Conduct bi-annual surveys Educational webinars LAP Resource Website Connect and match LAPs to community

collaboratives Co-table with LAPs at events Co-present with LAPs at workshops Direct consumer referrals to LAPs Issue escalation


PRODUCER RESOURCE WEBSITE

https://clca.rhadb.com/producers/resources

https://clca.rhadb.com/producers/resources


PRODUCER RESOURCE WEBSITE

LEAD GENERATION PROCESS


MARKETING AND OUTREACH DRIVE CONSUMERS TO

MYLOWCOSTAUTO.COM


ELIGIBILITY QUESTIONNAIRE (EQ)

ONLINE ELIGIBILITY QUESTIONNAIRE FEATURES

Available in nine languages Tool tips and question clarifications Help link with CAARP hotline and email Supports all device types, i.e. mobile devices Dynamic programming, allowing users to revisit EQ questions/answers and receive

disqualifying explanation

1 - CONSUMER COMPLETES AN

ELIGIBILITY QUESTIONNAIRE TO

QUALIFY FOR THE PROGRAM AT

WWW.MYLOWCOSTAUTO.COM

http://www.mylowcostauto.com/


ELIGIBILITY QUESTIONNAIRE

ELIGIBILITY QUESTIONS

Are you a resident of California? Do you have a valid California driver’s license? If you have received a license

under AB60, this is a California driver’s license Is your vehicle worth more than $25,000? Other than driving to and from work us your vehicle used for work of business? Do you plan to have all your cars in the household insured through the CLCA

program? Do you or members of your household own more than 2 vehicles per person? Please select household size – Is your household’s gross annual income less

than $xxx? CLCA requires proof of household income. Can you provide one of the following

documents?



ELIGIBILITY QUESTIONS

Are you at least 19 years old? Are you a college student but still being claimed as a dependent by your family on their tax

return? Do you have any felonies or misdemeanors on your driving record? Those include any

‘failure to appear’ on your driving record. If you have had a DUI (driving under the influence), DWI (driving without insurance), failure to appear in court or pay a fine, or any other suspension, mark Yes

In the past three years, have you had any automobile accidents in which you were at fault and someone was injured or killed? If you had an accident that was your fault and no on was injured, mark No. If you have had and accident that wasn’t your fault mark No.

In the past three years have you had more than one of the following: a moving violation or an at-vault accident with property damage only? A moving violation includes speeding, not stopping at a stop sign, etc. If you have had ONLY ONE moving violation such as a ticket for speeding, running a red light or stop sign, driving without a license, registration or insurance, an accident with property damage only and no injuries, or other minor driving violation, mark No. If you have had TWO OR MORE of these violations in the last 3 years, mark Yes.



TOOL TIPS

ONCE CONSUMER COMPLETES THE EQ THEY WILL SEE ONE OF TWO SCREENS



INELIGIBLE SCREEN



ELIGIBLE SCREEN – CONSUMER ENTERS ZIP CODE



2. CONSUMER MAKES A SELECTION



3. CONSUMER SELECTS AN LAP FROM LIST IN THEIR AREA

LAP listings now include languages supported



4. CONSUMER ENTERS

CONTACT INFORMATION


SUMMARY - TAKEAWAYS

AVAILABLE MARKETING FUNDS MAXIMIZED TO REACH CLCA ELIGIBLE POPULATIONS

AND REGULARLY OPTIMIZED TO INCREASE PERFORMANCE AND RESULTS

GROUND CAMPAIGN REACHES COMMUNITY ORGANIZATIONS, SCHOOLS, GOVERNMENT AGENCIES, ETC. DEVELOPING AN OUTREACH NETWORK OF OVER 500 TRUSTED MESSENGER ORGANIZATION IN 2016 ALONE

FIELD TEAM PROVIDES LAP SUPPORT AND NETWORKING OPPORTUNITIES

CONSUMERS PLAY THE MOST CRITICAL ROLE TO GENERATE A GOOD QUALITY LEAD

STAY TUNED FOR LAP SPECIFIC COLLATERAL

WHAT YOU CAN DO – SHARE WITH US… Your recommended organizations for the outreach network

Consumer engagement tactics that work for you

Ideas for job aids or Tips-of-the-Month

Any ideas you may have to enhance the program


CONTACT INFORMATION

HOW TO SHARE WITH US…

Email: [email protected]

Call one of the outreach team members• Supervisor, Val Jacobo 562-508-6499

• Program Specialist, Monica Leyva 714-276-7050

• Program Specialist, Jaime Madrigal 714-454-8582

mailto:[email protected]


CONTACT INFORMATION

ADMINISTRATIVE OR POLICY QUESTIONS? CONTACT CAARP

Email: [email protected]

Fax: 415-421-4013 –> Fax your renewal license

Call 800-622-0954

mailto:[email protected]

Questions & Answers

THANK YOU FOR YOUR

PARTICIPATION TODAY

For Questions, please contact your Program Specialist or email the CLCA Outreach Team

[email protected]

Documents

L ACCEPTING PRODUCERclcaattachments.blob.core.windows.net/lapportal/LAP... · More community based marketing ... Create consistent design and messaging across platforms DESIGN Image