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February 2017

INTRODUCTION TO GROUP G MARKETING PARTNERS


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WHY GROUP G? • We know healthcare marketing very, very well We’ve been doing it for over 30 years • We are experts in direct response We know how to generate results cost-effectively • We know B2C and B2B2C We can successfully reach your end clients with the right approach • We add capacity With more hands on deck, we can help you do more • We add capability We bring expertise with copy, creative, web, OOH, digital, data, direct mail, print production, and more • We add creativity Because sometimes you just need a fresh idea • We will build our team just for you. With people who have the right experience and skills

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GROUP G Our unique and inviting workplace maintains an atmosphere of originality, collaboration and diligence. We start every day with a positive attitude and appetite for new challenges (and sometimes Philly soft pretzels). Nestled in the scenic Borough of Ivyland, PA, Group G “World Headquarters” occupies the borough’s historic school house built in 1915. Extensive renovations helped turn the school house into a state-of-the-art home for our agency. However, the building still carries a tone of authenticity as evidenced by the preservation of many historical elements.

We’ve created an environment that feels like home because our people and clients are like family.

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WHO WE ARE • Full-service marketing agency founded in 1998, located in suburban Philadelphia. • Seasoned account directors who understand the corporate landscape. • Focus on Fortune 500 clients with core competency in financial services. • Strategy development and program management specialists. • Disciplined in direct marketing; focused on measurable results. • Dedicated every day to delivering value to our clients.

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OUR APPROACH • We listen. We ask questions.

We work closely with our clients to clearly understand their objectives, their history and their ideas.

• Customize account teams based on specific client needs. • Involve the entire agency in “think tank” discussions to broaden perspective beyond just the account team.

• Leverage our experience with other clients to help guide execution.

• Approach every project holistically from marketing, operations, production, sales and end user perspectives.

• We are focused on results.

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OUR TEAM Executive Management

Greg Olenski • Geff Rapp Creative Development Jonathan Peace Michael Shapiro Karen Blanco Laura Falotico Mark Raebel David Slivka Jim Murphy Walter Montalvo Tracy Hambleton Mick Thurber

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Pam Rubilla Brent Vawter June Logan Amy Holtman Kaylen Dixon Martina Kramer Sue Schlegel Chris Long Grace Ann DeCesaris Pam Rubilla Renda Zeibaq

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Account & Production Management

Interactive, Data and Analytics Julian Barkat Paul Trauger Brian Touchton Carderock Team Lauren Vitello Det Ansinn Brent Lollis Brian Branca John Noonan Rose Wachowski

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WHAT WE CAN DO FOR YOU THINK ACCOUNT SERVICES

CREATE ACCOUNT ACQUISITIONS

Strategy/Analytics/Planning/ • Project management Targeting

DM/Collateral • Go To Market plan development Online/Print

• Enhance products • Creativeexisting development • Analyze product benefit usage • Web development • Campaign management • Identify additional customer needs • Sales and support • Source test new benefits • Develop customer segmentation

• Review customer communications • Effective, measurable ROI • Update messages forproduct key segments • Vast health care knowledge • Total campaign management ability • Leverage existing customer touches • B2B, B2C, B2B2C • Refine contact strategy to drive usage

• Strategic planning

SPECIAL PROJECTS

DO • Product development and launch Marketing/Customer • Web applications • Process improvement Experience/Ops Support

• Partner and co-brand programs

• Analyze current marketing efforts • Operations support • Create new and stronger relationships • Introduce innovative ideas and strategies • Build ‘barriers to exit’

• Multi-channel approach

ANALYTICS

DELIVER • Customer segmentation

• Response and attrition modeling Results/Revenue • Reporting - all kinds Success/Innovation

• Database analysis and enhancement

• Establish realistic success goals • Campaign and product targeting • Evaluate current product proformas • Investigate key profitability drivers • Propose and test alternative pricing plans

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OUR EXPERTISE B2B

B2B2C

B2B marketing is a tough nut to crack, because you can’t explain who you are and how you help until you get to the decision-maker. And that means getting past the gatekeepers!

B2B2C presents a challenging twist to B2B because you have to convince your business prospect that you are good for them and for their customers. Winning their business means they have to put their customer relationships on the line, trusting that your product is truly awesome. Credibility is key. But it’s not the only key.

That’s why we start with knowing the audience, what matters to them, and what channels reach them. Then we understand the market and your product in particular – how it compares to the competition and why it’s worth switching to. Only then do we design the strategy and creative that hits your target, generates response, and closes the sale. We do all things B2B: strategy, design, content marketing, demand generation, modeling, and more.

Credibility, understanding, and help. Before we start talking about how remarkable your product is, we make sure they know about you. Your experience, how you care about their interests, and how you are committed to helping them grow their business and make their customers happy.

B2C With every evolution that happens in B2C, Group G is out in front. We read the blogs, watch the trends, and analyze what’s working in the market. When something new develops, we bring in experts to help us leverage the new channels and integrate the new technologies into our marketing strategies. We did this when web first came around, then mobile, then social media, ... and we’re still at it. Of course, consumers care about (and pay attention to) different things, so it all comes back to speaking their language(s). It’s a good thing that we’re multi-lingual. Whatever the product, whoever the audience, we get response.

WE’VE DONE THIS FOR:

WE’VE DONE THIS FOR:

WE’VE DONE THIS FOR:

• GE • StayWell • HSBC

• MetLife • Aon • UnitedHealthcare • Kilowatt Financial • MARSH • Ameriprise

• Home Depot • Assurant • Nationwide

• PEX Card • Advanta • XPRS Capital

• Wells Fargo • J. G. Wentworth • RBS

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WHO WE’VE WORKED WITH

The nation’s top Life Insurance company connected with Group G to leverage our insurance direct marketing expertise for their affinity and direct programs. • • • • • •

Affinity marketing strategy Direct mail acquisitions Creative development and consulting Cross-sell, up-sell and retention CRM and business integration Reporting and analytics

Aon is a global affinity marketing leader. Group G develops and executes full year, multichannel marketing plans for AON’s affinity insurance partnerships. • • • • •

As part of its effort to improve efficiency of its high-power medical equipment, GE Healthcare asked Group G to conduct a global marketplace assessment to understand the unique needs and regulations of different countries.

Affinity marketing strategy Insurance acquisition direct mail Creative development Production management Email and banner advertising

• • • •

Environmental impact research Data structure, analysis, modeling Heat-map software development Internal communications

Assurant looks to Group G as a trusted resource for building, testing and launching new products and innovative web platforms for the insurance industry. • • • • •

Web development Product development Application design and hosting Platform strategy Operations integration

Group G has helped UnitedHealthcare with a variety of marketing initiatives to promote the AARP Medicare Supplement Plans and other related coverages. • • • • • •

Direct mail acquisition kits Print advertisements Retention and usage programs Out of home advertising Agent marketing materials New product development

Krames StayWell is the nation’s leader in healthcare, medical and patient education content. Their content, publications, videos and medical illustrations are used by thousands of healthcare organizations across the country. • • • •

Product development Go to market strategy Webinar presentations Sales support

• Product development • Email marketing

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WHO WE’VE WORKED WITH

Advanta brought Group G’s team in-house for a special 2 year engagement for small business credit card acquisition. • • • • •

Creative development Project management Print production management Strategy and innovation Process re-engineering

When Ameriprise planned to launch their new World Elite Mastercard product they brought Group G on board to help make it a success. We worked with multiple client partners to build and bring the card to market. • • • • •

Value proposition and design Full year multi-channel marketing plan Operations integration Advisor communications and onboarding Marketing materials development

The Home Depot relies on Group G for creative and strategic services enabling them to take full advantage of marketing in the credit statement channel to hundreds of thousands of customers. • • • • •

Creative development Project management Channel oversight and management Operations integration Production coordination

Group G worked with RBS to make their credit and debit card products even better. Through enhancements and loyalty benefits, we helped increase consumer’s perceived value resulting in improved retention. • • • • •

Card value proposition Operational deployment Customer service training Marketing communication plan Vendor and partner management

Group G is on Nationwide’s side for marketing bank loan and card products and process improvement. • • • • • •

Pre-approved loan process, strategy Product test designs Acquisition direct mail creative Loan origination assessment Campaign data, tracking, reporting, analysis Production coordination

Wells Fargo sought to offer non-traditional bank products and services to their existing customers. Group G’s history of building and marketing enhancement services made us a great fit to help lead that initiative. • • • •

Business case development Project launch team management Marketing operations improvement Product development

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STILL MORE GROUP G CLIENTS

Group G’s history of successful loan marketing landed us a strong relationship with one of the nation’s largest mortgage banks. We augment their internal team on multichannel bank product marketing. • • • • •

Marketing strategy Campaign management Production coordination Bank operations support Online integration

As a technology-focused small business lender, XPRS Capital relies on our high-impact direct marketing to acquire new customers and drive growth. • • • •

Direct mail strategy Creative development Campaign management Print production

Group G works closely with GreenDrop to identify, select and solicit consumers to donate clothing and household items to raise money for various charitable organizations.

J. G. Wentworth is the market leader in structured settlement purchasing. Group G has helped them stay on top though innovative direct marketing approaches to their highly specialized customer segments.

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Print production Direct mail marketing Email marketing Integrated campaign execution List management

Direct mail concept development Marketing and segmentation strategy Project management Quality assurance

There’s nothing small about small business and Group G has helped Pex grow and expand their prepaid VISA (R) card portfolio and marketing effectiveness through get-it-done project management.

We were there to help Huntington build and launch their prescreen loan programs and expand their marketing footprint for their bank products. For 4 years, we were who they relied on to make things happen on target and on time.

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• • • • •

Acquisition direct marketing Reporting, modeling and analytics Campaign and event support Partner integration Salesforce and CRM

Operational and process deployment Bureau, UW and credit policy Full DM campaign management Creative development Analytics and reporting

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OUR HEALTH CARE EXPERIENCE Core competency of our agency • Affinity Health Programs • B2B and Direct to Consumer • Health Insurance • Employer Programs • Agent Channel Support All channels – Direct mail, • email, print, OOH, agent, web,

HEALTH INSURANCE PRODUCTS

Term Life Guaranteed Issue Life Major Medical Medicare Supplement Long Term Care Dental and Vision Cancer Plans Group Life Disability Accidental Death

social, newsletter, trade shows, 3rd party channels

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RELEVANT CLIENT EXAMPLES • • • •

... leading affinity health insurance marketer

Have worked with them for over 5 years on affinity B2B2C programs We handle all direct mail, print, online and email marketing for 5 key partner associations Strategy, creative, execution, print production, web development and analytics We’ve become an essential and valued resource in an environment where work is not usually outsourced.

... leading national healthcare provider

• For over 10 years have supported dozens of marketing efforts related to their AARP Medicare Supplement products • Direct mail, print/FSI, out of home, agent channels, employer channels, employee communications, collateral, tradeshow and more • Work scope includes acquisition, retention, usage, recruitment, lead generation and product development • Extremely knowledgeable on Medicare and Medicare supplement insurance products

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RELEVANT CLIENT EXAMPLES

... leading healthcare content and patient education company

• Key agency partner for two new product division launches • Consulted on go-to-market strategy and channels to key C suite targets • Developed presentations, emails, microsite and webinar content and more to support sales efforts • Interfaced with executive management and partners to integrate consistent messaging and brand to all sales efforts

... leading provider of online health enrollment systems

• Articulated the value proposition by persona - clinical, financial, marketing • Built marketing plan for cross-selling their Drug Compare product to existing customers, and targeted prospects • Created an internal awareness campaign / presentation for Drug Compare product to sales force and marketing teams • Researched and provided intelligence on market sizing, competition, integration requirements, feature/benefits, ROI analysis, customer experience, and other key factors.

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WHAT THEY’RE SAYING ABOUT US We have worked with Group G for over five years now. Their fresh new creative is always well thoughtout and perfectly aligned with our target market and marketing objectives.  They always show a strong commitment to understanding the market and developing integrated campaigns and their experienced and professional staff are passionate about their work. Their enthusiasm for our work is contagious! Kathy Hebling Marketing Manager | AON Affinity Insurance We have been partnering with Group G for several years across a wide-variety of assignments including both acquisition and retention marketing strategies.  The Group G team are savvy marketers and have a broad-based perspective of our business.  Our teams integrate seamlessly and results consistently exceed expectations.  We consider the Group G team true partners and appreciate their passion and commitment to our team and our business. Doug Baelz Chief Marketing Officer, Insurance Solutions | UnitedHealthcare Group G consistently delivers a high level of account management and creative expertise on our statement marketing. Their experience managing our portfolio allows the team to effortlessly lead our internal partners throughout the entire process. They deliver value by not only supporting our key initiatives and business goals but also keeping the process moving smoothly. Julie Salvatore Scott Credit Marketing Manager | The Home Depot

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3 THINGS YOU SHOULD KNOW ABOUT US

1

We are hands-on project managers

• 80% of the work we do is managing projects • We become part of your team • Clients with existing agency relationships still use us • We are versatile, efficient and effective

2

We know healthcare marketing really well

• Highly experienced people who worked for insurance companies • We know the drivers for success • We’ve managed hundreds of various and complex projects • We understand and speak Ops • Our insurance product experience is significant

3

We are more than a creative agency

• We do much more than designing collateral and presentations • We are multichannel marketers including web, email, print, OOH, mobile and more • We are hands-on Project Managers driven to get things done • We are print production and postal experts and can save you money • We are analytically-driven with a robust data partner giving us deep reporting and modeling capabilities • If there is any type of marketing need, chances are excellent that we can handle it well

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EXAMPLES OF OUR WORK

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AARP Hospital Indemnity Direct Mail

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AARP Medicare Booklet

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AARP Medical Supplement Self Mailer

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AARP Go Long Billboard

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AARP Go Long Mall Kiosk

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AARP Go Long Medicare Supplement DM

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AARP Medicare Supplement FSI

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AARP Insured Engagement Self Mailer

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AARP Medicare Supplement State Specific Campaign

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AARP Medicare Supplement FSI

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AARP Medicare Supplement Lead Gen

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AARP Go Long Employee Engagement

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AARP Go Long Print Ads

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AARP Medical Supplement Self Mailer

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AARP Medicare Supplement Lead Gen

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AARP Insured Member Engagement

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AARP Go Long Agent Collateral

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AARP Medicare Supplement Lead Gen

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AARP Agent Sales Collateral and DM

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NJM Third Party Claims Administration Sales Material

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NJM Third Party Claims Administration Sales Material

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Connecture Sales Materials

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ShareWIK Brochure

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ShareWIK Presentation

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ShareWIK Trade Show Collateral

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ShareWIK Tabletop

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Krames Staywell Emails

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Krames Staywell Workbook

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PayDC Emails

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PayDC Print Ad

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PayDC Brochure

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PayDC Print Ads

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AJN Self Mailer

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AON Mail Kit

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AON Direct Mail

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AAD and AIChE Microsites

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CAP and NYCLA Microsites

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APTA Banner Ads

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APTA Term Life Self Mailer

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AIChE 10 Year and 20 Year Term Life Direct Mail

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AIChE Mailer

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APTA Self Mailer

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APTA Self Mailer

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AIChE Print Ads

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AIChE and CAP Print Ads

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M A R K E T I N G

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A D V E R T I S I N G

99 Willard Avenue / Ivyland, PA 18974 / 215.957.9936 / www.groupgpartners.com

Group G Health Insurance Capabilities  

This overview highlights some of the healthcare marketing experience of Group G Marketing Partners.

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