AGENCY DIGITAL MARKETING SERVICE · Pekin Insurance Agency Digital Marketing Service A Cooperative...

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AGENCY DIGITAL MARKETING SERVICE

NOVEMBER 2017

2 AGENCY DIGITAL MARKETING SERVICE

Pekin Insurance Agency Digital Marketing ServiceA Cooperative Program from Pekin InsuranceFueled by McD Digital (formerly McDaniels Interactive)

Pekin Insurance has a phenomenal army of independent agents. But with that comes challenges – like making sure agencies have the resources they need to meet customers where they’re at... online. Facebook has over 2 billion active users. 3.5 billion Google searches are made every day. And at the end of 2015, 64% of all sales, or sales to the tune of $2.2 trillion, were influenced by the internet.

Having an effective online presence is essential for insurance agencies in today’s economy. By offering digital marketing services to independent agencies – and backing it with 50% co-op dollars based on earned qualification, Pekin Insurance is helping build a highly efficient lead building program.

Why Use McD Digital?Canned, cookie-cutter content generators may look great in theory (and may even deliver some results). But they are only tapping the surface of how these websites could work for your agency.

McD Digital knows financial websites. In fact, we can trace our roots in web design and development back to the late 1990s, when businesses/financial institutions first started realizing the importance of having an online presence. Fast-forward almost 20 years later and our understanding of UI/UX designs has only gotten deeper. We know the importance of fresh, original content. We get that your website needs to be an extension of your brand. And we know how to maximize search strategies to deliver measured results.

McD Digital builds websites that not only look and function great – but they’ll also be more secure, customizable, scalable, educational and user-friendly than similar competitor websites. Here are some of the goals we set for ourselves when we start any new website project:

1. Optimize the visitors’ experience through images, content and navigation.2. Highlight a unique selling point and tell the “why.”3. Establish a clearly defined call to action of what we want potential customers to do once they land on a

page.4. Identify top keyword phrases and suggest fresh, relevant, SEO-specific content. 5. Develop a site that is optimized for a digital advertising program (drive traffic to the site using social media).

That’s just where we start. We’ll also set goals and create a program that is scalable and affordable.

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Our Website Content Management Solution for Insurance Agencies

The MCD Content Management System is extremely easy to use and can be delivered in a way that won’t be overwhelming to you or your staff – especially those who don’t have a lot of experience with managing a website. It’s a tested and proven successful program. Here are a few highlights of the CMS Solution:

• Robust CMS for back-end support (Admin access)• 4 design themes to choose from • Multiple color variations • Custom web content (number of pages based on plan)• Brand-relevant stock images or custom photographs • Social media integration• Blog content integration from Pekin Insurance or personal source• CMS training & support


Website Designs that Deliver Helpful and Engaging ContentChoose from multiple design/template combinations — examples below...

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Website Package FeaturesOur program includes three package levels you can choose from, based on your agency’s current and projected needs. The following charts outline the setup and monthly fee for each package, as well as included items in each package. All fees are eligible for 50/50 CO-OP* with Pekin Insurance. To determine the amount of CO-OP dollars your agency is eligible for, please contact [email protected].

Basic Package Deluxe Package Premium PackagePremium Website Designs X X X

Website Content Editor X X XMobile Website X X X

Website Hosting X X XDomain Name Registration & Renewals X X X

Site Content (7) pages of Standard Content (7) Custom Landing pages & (7) pages of Standard Content

(7) Custom Landing pages with (5) custom subpages &

(7) pages of Standard Content

Carrier Logos & Information X X XQuote Links to Carriers X X

EZLynx Integration & Other Quoting Tools X X

Custom Event Tool & Signup Form - - Ask for costPre-written Blog Content Integration X X X

CMS Training & Support* .5 hour/month 1 hour/month 1 hour/monthOptimized Design X X X

Optimized Heading & Text X X XTitle & Meta Description Tags X Plus custom written for custom

contentPlus custom written for custom

content

XML Sitemap X X XWebmaster Tools X XGoogle Analytics X X

Google My Business Listing X XBing Places Listing X

Yelp Business Profile Page X

Website & Package Setup Cost* $498 $598 $698Package Recurring Cost* 149.90/mo. $249.90/mo. $349.90/mo

Contract Length*** 36 months 36 months 36 months12 Month Total (Excluding Initial Setup) $1,798.80 $2,998.80 $4,198.80

Website Build Time 3 weeks 4-6 weeks 6-8 weeks

*Invoices will be sent electronically for McD services. If you are eligible for CO-OP dollars, you will be responsible for submitting for reimbursement.

**Additional training available at $95/hr.

***In the event the independent agency chooses to break the 3-year contract, 50% of the remaining balance is due. However, should the relationship

between your agency and Pekin Insurance come to an end, you can continue your contract with McD Digital independently. In this circumstance, all

Pekin Insurance references will be removed from your website and the feed to Pekin Insurance blog content will be disconnected.

Note: Business Directory listings are based on one location only. Additional directory listings work can be quoted upon request.

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Advertising Solutions for Your AgencyThe following advertising programs are offered as optional add-ons to the McD CMS Website program. Google AdWords and Facebook Advertising are the perfect complement to your new website. Working together, they can be used to generate new business and increase awareness of the coverage and benefits you offer in a focused and targeted way. We create ads that appeal to potential customers — encouraging engagement with your brand. Engaged audiences look for more, leading them to your site for additional information. This is why your website presence is crucial. Your site must be at optimal design and performance to convert prospects into customers. We use our expertise to get your message in front of the right audience at the right time — when they are looking to buy insurance — for you to provide the best service like only you can!

Advertising

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Advertising Google Adwords ProgramWhen it comes to targeted online display advertising, there’s no better option than the Google AdWords network. Highly targeted and measurable, tactical use of Google AdWords digital display ads allows Pekin Insurance affiliated agents to place eye-catching topical ads in front of those web users that are most likely to interact with them. What are Digital Display Ads?Digital display ads are the online equivalent of billboards or even magazine and newspaper advertisements. They’re ideal for capturing the attention of consumers who might not realize that they’re looking for the type of services offered by your agency.

How do Digital Display Ads work?Digital display ads are placed on websites and mobile apps based on a variety of factors. Users will see ads on web pages based on either their own internet history or the content of the page they are currently viewing. Ads for car insurance could appear on news articles about cars or on pages viewed by someone who has shown a recent interest in automobiles in their browsing history. The example below shows an ad that appears in the available Google AdWords placement on the front page of CNN.com.

Designing engaging ads.


Are these ads cost effective?Digital display ads are one of the best bargains available to insurance agents. There is no charge for ad placement—meaning that ad views are essentially free. The advertiser is only charged when a consumer clicks on the ad and is redirected to your chosen landing page. On average, the cost-per-click is less than $.30 per click.

Due to their lower cost-per-click, Display ads typically deliver significantly more traffic to your website per month than Search ads, making them ideal for budgets of any sizes.

How does the program work?At McD Digital, we don’t believe in the “fire and forget” approach to digital. We continually monitor campaign performance and optimize your program to deliver optimal results. We’ll optimize targeting to reach potential consumers by their interests and ensure that your ads will be seen on pages relevant to your target future clients. We also believe in full transparency— we’ll provide detailed reports on the traffic generated by your ads.

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Facebook Advertising Program“Be where your customers are.” This adage is especially true in today’s crowded digital landscape. If you want to catch the attention of future clients, then your message needs to be seen where those consumers are spending their time. With over 1.71 BILLION active users, Facebook is an ideal platform to not only be seen by but also to interact with those future policy holders.

What are NewsFeed Ads?NewsFeed ads are very similar to the posts that users create on Facebook. They appear in the primary feeds of users on mobile, tablet, or desktop interspersed with all of the posts from friends, relatives and other pages that a user follows. The difference is that NewsFeed ads don’t just appear to people who already follow your page. Instead, you get to choose the audience for these posts through detailed targeting.


How are NewsFeed Ads effective?We optimize our campaigns for pay-per-click delivery. This means that your agency will only be charged when someone clicks on the ad, not just every time the ad is seen. This means that your agency pays for web traffic, not ad views. A side benefit of these ads is that some users will also go ahead and choose to Like (or follow) your Facebook page, increasing the audience for your own organic postings.

What makes NewsFeed ads truly unique compared to all other types of digital advertising is the ability for users to interact with the ads. Facebook users can not only like an ad but they can also comment on it. This turns a NewsFeed ad into more than just an ad — it becomes an opportunity for conversation. In addition, ads can even be shared, which expands their reach beyond the initial targeting.

How do NewsFeed Ads work?Facebook is the largest collection of voluntarily-submitted demographic information that the world has ever known. Each day, users provide information on their preferences, interests, location, and even their habits. Advertisers are able to tap into this vast collection to place their ads on the feeds of users who fit their desired demographic profile. This includes targeting users by interests, geography, estimated income, or behaviors. For example, a car insurance ad could be targeted only to individuals who have shown a preference for a specific car brand living in a specific geographic region.

How does a Facebook Ad Program work?McD Digital takes the guesswork out of running a Facebook ad campaign. We monitor your ads and will make adjustments to targeting and scheduling to ensure that you’re getting the maximum exposure to your ideal customer. In addition, we’ll provide detailed monthly reporting on the performance of your campaigns as well as alert you when a comment is posted that requires your attention. We function as an extension of your own internal marketing team!

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Unland Companies Google AdWords Case Study

GoalTo increase relevant web traffic to several core areas of Unland.com that promote core business and personal lines of insurance.

StrategyTo introduce Co-Op program Responsive Ads in conjunction with Facebook advertising into existing program to raise overall performance via more relevant placements online (includes mobile apps).

Results Responsive Ads were introduced in April 2017. As a result:

• Total website visits rose by 139.99%• Mobile traffic increased by 198.13%• Display ad clicks improved by 756.22% over the previous month

Monthly Web Clicks (Ads were introduced in April 2017)

Total Display Campaign Performance from January 2017 – July 2017

• 4,567,232 impressions (ad views)• 35,626 clicks to website (direct traffic)


Burkhart Insurance Facebook Case StudyGoalTo generate new business and increase engagement between Burkhart Insurance and its current followers in addition to expanding its audience through quality content.

StrategyUtilize Facebook organic posts, advertising (CO-OP program), Facebook boosted posts and Page promotion to increase following and get the message in front of the right target market.

Results

Facebook Activity Overview

Audience Growth

Facebook Stats by Page

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* A campaign is defined as “ads delivering traffic on a single subject to a single landing page.”

** Pre-designed Pekin Insurance ads will be available for your use. Agents will choose an image and two headlines per campaign from a pre-approved list.

*** CO-OP dollars are not included in the monthly totals. Pre-designed Pekin Insurance ads are eligible for co-op dollar reimbursement. Any other ads you choose to create will need to be reviewed and approved to be eligible for co-op. Your agency will be responsible for 100% of the production costs associated with any custom ads. A basic performance report will be available either monthly or quarterly as covered in the maintenance portion of the fee. Agencies with earned co-op are responsible for submitting invoices for reimbursement.

Minimum commitment: 3-month program.

IMPORTANT NOTE: If your agency has not executed a Google and Facebook pay-per-click ad program before, setup fees of $1,000 for Google and $1,000 for Facebook will apply. Co-op dollars can be applied.

Basic Package Deluxe Package Premium Package

Number of Campaigns* 1 2 3Ad Management **

Recommended Click Budget$300$600

$500$1,200

$700$1,800

Monthly Total*** $900 $1,700 $2,500

Google Display Advertising

Facebook Advertising

Example Programs (budget varies based on goals and market size)

Example Programs (budget varies based on goals and market size)


Number of Campaigns* 1 2 3Ad Management **

Recommended Click Budget$200$500

$400$1,000

$500$1,500

Monthly Total*** $700 $1,400 $2,000


Social Media Management

McD Digital will help you understand the ins and outs of social media marketing, give you tips on how to incorporate today’s most popular social media sites and help you close the loop in your digital marketing strategy.

With our Social Media Management package, we partner with you to enhance your Facebook and/or LinkedIn presence to create and engage with a larger audience. Why just Facebook and LinkedIn? These two platforms make the most sense for the insurance agencies, one being the most popular and the other designed just for businesses. Social Media Management is a team effort, requiring content and input from you (the best source of information for your brand) and us (highly skilled strategists that know how to create content). Together, we will cultivate engagement that grows your business.

Facebook ManagementFacebook is more than just a place to post pictures of pets and funny messages, it has become the primary news and content aggregator for consumers across the nation. Even more importantly, with the integration of its mobile app, Facebook has become one of the most-used applications on any smartphone. Recent data has indicated that the average internet user spends over 10% of all his/her online hours on Facebook. Therefore, it is important to be where your customers’ attention is. Facebook can fit into your marketing strategy in many ways:

Showing Transparency: Post images of employees and work culture. Document what it’s like being an agent. Grab your phone and go ‘Live’. Giving tips and giving value can help earn the trust of people in your community.

Showing Community Involvement: Promote your support of local charities and causes. Encourage others to get involved. This elevates your brand.

Tapping into the Zeitgeist: It doesn’t always have to be about your brand. Tap into nerd culture, sports culture or whatever you are truly passionate about and create content around it.

Connecting with Followers: Communicate your value proposition to customers and their friends. Interact with post engagement and comments. Show testimonials and encourage people to leave a review on Facebook.

Engaging potential employees: Post job openings and market the value of your employment brand. Showcase an employee who has gone above and beyond and publicly recognize his/her accolades.

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Examples of Facebook Boosted Posts The click budget was only $25.


LinkedIn ManagementWhen it comes to B2B discussion and networking, LinkedIn is THE social media platform. Business professionals use LinkedIn to discover new job opportunities, get a sneak peek into a company’s culture, remain up-to-date with company news and network with its employees. Here are some examples of how LinkedIn can fit into your marketing strategy:

• Create a quick video of how to get hired at your business. If possible, the person in the video giving the advice should be the same person who conducts the interviews.

• Post updates about company culture, community events or spotlights on your people. People want to see faces on social networks.

• Post updates on recent awards or accolades

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Social Media Posts $300/MonthUp to 3 Posts on Facebook only.No social media

reporting.

$600/MonthUp to 4 Posts on

Facebook & LinkedIn.No social media

reporting.

$750/MonthUp to 4 Posts on

Facebook & LinkedIn.Includes social media

reporting.Boosted Posts Available upon request

— additional cost. CO-OP eligible if rules

are met.

Available upon request — additional cost.

CO-OP eligible if rules are met.

Available upon request — additional cost.

CO-OP eligible if rules are met.

YouTube Video Production Starts at $800 Available upon request.

Starts at $800 Available upon request.

Starts at $800 Available upon request.

Social Media Packages

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McDaniels Marketing is a full-service agency that can help with all your marketing challenges.

Think of us as a trip to the grocery store – we offer a little bit of everything. You might have wandered in for a simple pack of gum or perhaps you’re shopping with a specific list in hand. And, while you don’t see yourself ever needing 50-gallon barrels of mustard, it’s reassuring to know it’s there anyway. Now, we don’t actually offer gum or mustard, but we do offer every possible service related to marketing. So should you need something more… you’ll know right where to find it.

Consultation & PlanningBrandingMarket ResearchAdvertisingMedia PlacementPublic RelationsPromotional ProductsEmail MarketingBlog designContent development

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