q1 marketing portfolio

Q1 MARKETIING PORTFOLIO

ONTARIO MARKETING PORTFOLIO

Q1 INTIATIVES

APRIL 8TH, 2015


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2015 UPCOMING INITIATIVES

2015 Q1 MARKETING INITIATIVES

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NEW AUTO RATES CAMPAIGN:

AFFINITY GROUPS

AFFINITY MEMBERS: GROUPS ELIGIBILE FOR

LOWER RATES

OBJECTIVE: INTRODUCE NEW, LOWER RATES TO

DRIVE CALLS FOR QUOTES. HIGHLIGHT UP TO

40% SAVINGS FOR GROUP MEMBERS.

MULTI-CHANNEL: DIRECT MAIL, PRINT ADS,

EVENTS AND DIGITAL

• PHASE 1: NEW RATE ANNOUNCEMENT LETTER

• PHASE 2: SCRATCH & SAVE TICKET + LETTER (AGGRESSIVE

SAVINGS MESSAGE)

• PHASE 3: DIGITAL MARKETING IN Q2

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Keeping with the government

announcements, we introduce our lower

auto rates with a powerful

'News Announcement‘

This fun, interactive campaign

maintained an aggressive strategy with

rate messaging in order to combat

similar competitor materials.

TARGET

STRATEGY

CHANNELS

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NEW RATE ANNOUNCEMENT LETTER

PHASE 1

IMPACT DATE: MARCH 2015

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NEW RATE ANNOUNCEMENT LETTER

PHASE 2: INCLUDED WITH SCRATCH TICKET

IMPACT DATE: APRIL 2015

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NEW RATE ANNOUNCEMENT SCRATCH TICKET

PHASE 2

IMPACT DATE: APRIL 2015

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GET MORE CAMPAIGN:

SAVINGS FOR AFFINITY MEMBERS

AFFINITY MEMBERS: GROUP RATES UNAFFECTED

BY THE RECENT RATE FILING.

OBJECTIVE: RAISE AWARENESS TO AFFINITY

MEMBERS THAT THEY CAN GET MORE WITH

JOHNSON.

MULTI-CHANNEL: DIRECT MAIL, PRINT ADS,

EVENTS AND DIGITAL.

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A strong Call -to-Action incentivized

affinity members to call for a quote and

be entered to win a grand prize

including:

• A new BMW 3 Series

• Dream trip to the Bahamas

• $5,000 Cash

TARGET

STRATEGY

CHANNELS


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BANNER EVENT SIGNAGE


DIRECT MAIL BROCHURE

FRONT

INSIDE

BACK

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DIRECT MAIL GROUP LETTER

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DIGITAL REMARKETING AD

• Digital display ads continue the conversation with our

customers.

• Tracking tools allow insight to consumer behaviours and

their online journey.

• The frequency of visits, engagement and interest of the

customer is recorded and used to strategize placement

of our ads to keep Johnson as top of mind.

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TORONTO DISTRICT SCHOOL BOARD:

25TH SILVER ANNIVERSARY

TEACHERS: MEMBERS OF THE TORONTO

DISTRICT SCHOOL BOARD

OBJECTIVE: LEVERAGING OUR 25TH ANNIVERSARY

WITH THIS GROUP TO GROW ORGANICALLY AND

SUPPORT RETENTION

DIRECT MAIL & ON-SITE MATERIAL AT SCHOOLS:

1. ORGANIC GROWTH: SALES CONTEST CALL-TO-

ACTION

2. RETENTION: THANK YOU MESSAGE

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The contest included 3 “Silver

Anniversary Prizes”:

1. Gift Card to Tiffany & Co.

2. Gift Card to Apple Inc.

3. Trip to Silver Start Mountain Resort

in B.C.

Each valued at $6,500 CDN

TARGET

STRATEGY

CHANNELS


DIRECT MAIL ORGANIC GROWTH SALES CONTEST

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DIRECT MAIL RETENTION THANK YOU MESSAGE

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SENT TO PRIOR TO POLICY RENEWAL


PRINT POSTER IN SCHOOLS

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TEACHER SECTOR:

DIGITAL & PRINT CAMPAIGN

TEACHERS: AFFINITY MEMBERS WITHIN THIS

SECTOR

OBJECTIVE: SET APART THE JOHNSON BRAND

WITH SEGMENTED MARKETING BEYOND

EXISTING AFFINITY MEDIA CHANNELS

ABOVE THE LINE & DIGITAL MEDIA: HIGHLIGHT

JOHNSON’S CONTINUED INVOLVEMENT WITH THE

TEACHER COMMUNITY THROUGH PRINT ADS AND

DISPLAY/SOCIAL MEDIA ADS DRIVING TO A

LANDING PAGE

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Content specific to Johnson’s integration

with the Annual Canadian Family

Teacher Awards, Pop Quiz on how

Johnson is involved with Teachers, as

well as highlighting over 50 years of

Johnson’s support for Teachers.

TARGET

STRATEGY

CHANNELS


DISPLAY ADS

Canadian Family Teacher Awards

Integration

Pop Quiz on how Johnson is

involved with the community

Highlighting Johnson’s

support for over 50 years

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LANDING PAGE

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FACEBOOK ADS

“We’re offering teachers A+

savings. Get a quote! We’ve been supporting teachers since

the internet was called an encyclopedia.

Pop Quiz: Who helps teachers

save on insurance? Teachers pay less with Johnson.

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TEACHER SECTOR PRINT AD

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NURSES SECTOR:

DIGITAL & PRINT CAMPAIGN

NURSES: AFFINITY MEMBERS WITHIN THIS

SECTOR

OBJECTIVE: SET APART THE JOHNSON BRAND

WITH SEGMENTED MARKETING BEYOND

EXISTING AFFINITY MEDIA CHANNELS

ABOVE THE LINE & DIGITAL MEDIA: HIGHLIGHT

JOHNSON’S CONTINUED INVOLVEMENT WITH THE

NURSING COMMUNITY THROUGH PRINT ADS AND

DISPLAY ADS DRIVING TO A LANDING PAGE

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Johnson Inc. sponsors the 2015 Best

Health Excellent Nurses Awards.

The integration is highlighted through

multiple media channels, including

branding within the logo, and a feature

on the publication cover.

Display ad creative is still in the development

stage and therefore not included in this portfolio

TARGET

STRATEGY

CHANNELS


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LANDING PAGE


BEST HEALTH: BRAND AD AND COVER SWIPE

COVER SWIPE

LOGO INTEGRATION

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TOP GROUP CAMPAIGN:

ONA NURSES WEEK

NURSES: GROUP MEMBERS OF THE ONTARIO

NURSES ASSOCIATION

OBJECTIVE: AN OPPORTUNITY TO INTERACT

WITH NURSES ACROSS ONTARIO, BELONGING TO

ONE OF OUR LARGEST AFFINITY GROUPS.

EVENTS: FACE-TO-FACE INTERACTIONS ACROSS

THE PROVINCE.

• PHASE 1: INFORMATION LETTER SENT TO COORDINATORS

• PHASE 2: CALL-TO-ACTION FOR A QUOTE WITH GIFT CARD

INCENTIVE

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Interactions at the events are intended

to incentivize Nurses to call Johnson for

a quote.

Phase 2 creative is currently in

development, and will be used during

Nursing Week May 11th – 17th , 2015

TARGET

STRATEGY

CHANNELS


INFORMATION LETTER

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TOP GROUP CAMPAIGN:

OPEN UP LIFE’S POSSIBILITIES

RETIREES: MEMBERS OF THE NATIONAL

ASSOCIATION OF FEDERAL RETIREES

OBJECTIVE: RESONATE WITH THE RETIREE

COMMUNITY AND LEVERAGE OUR PARTNERSHIP

WITH MEDOC

MULTI-CHANNEL: DIRECT MAIL, PRINT ADS, AND

EVENTS

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Position Johnson Inc. as a part of the

Retiree community, highlighting the

possibilities that the retirement life stage

has to offer, as well as the benefits of

travel insurance.

TARGET

STRATEGY

CHANNELS


DIRECT MAIL BROCHURE

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DIRECT MAIL LETTER

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DIRECT MAIL LETTERS

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SENT TO GROUP MEMBERS: POLICY AND NONPOLICY HOLDERS


PRINT AD SAGE PUBLICATION

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AIR MILES CAMPAIGN:

PARTNERSHIP

AIR MILES COLLECTORS: AVID AND MODERATE

COLLECTORS WITH A PREFERRED CUSTOMER

PROFILE

OBJECTIVE: REACH OUT TO RETAIL CUSTOMERS

TO HIGHLIGHT HOME AND AUTO USING AN

AIR MILES INCENTIVE

DIGITAL: EMAIL BLASTS AND DISPLAY ADS

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Content Messaging Call-to-Action:

“Earn Air Miles Rewards with Home and

Auto Insurance”

TARGET

STRATEGY

CHANNELS


EMAIL BLAST

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DISPLAY ADS

Direct Call-To-Action

for a Quote

Unique phone numbers for

tracking

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DIGITAL DISPLAY CAMPAIGN:

GENERIC BRAND MESSAGING

GENERAL PUBLIC: PREFERRED CUSTOMERS

OUTSIDE OF THE GTA

OBJECTIVE: EVERGREEN CAMPAIGN TO CREATE

BRAND AWARENESS AND DRIVE IN-CALLS

DIGITAL: DISPLAY ADS WITH CALL-TO-ACTION

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Content Messaging:

• “Bundle and Save on Home and Auto

Insurance”

• “Experienced Drivers Save with

Johnson”

• “Identity Theft Coverage with Home

Insurance”

TARGET

STRATEGY

CHANNELS


DISPLAY ADS

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UPCOMING:

2015 MARKETING INITIATIVES

TELEMATICS:

LAUNCH OF AVENU

STARTING JUNE 1ST, 2015

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GTA:

DIRECT MAIL TO

RETAIL CUSTOMERS

WITH AN AFFINITY SPIN

TOP GROUP CAMPAIGN:

INNOVATIVE CALL-TO-ACTION

FOR NEW MEMBERS OF THE

QUARTER CENTURY CLUB

AFFINITY GROUP

MULTI-CHANNEL ECDUCATOR CAMPAIGN:

DISPLAY ADS:

PHASE 2 OF THE NEW RATE

MESSAGING CAMPAIGN. SECURED

VANITY PHONE NUMBER:

1-800-NEW RATE

ONA NURSES WEEK:

PARTICIPATION AT NURSES WEEK

EVENTS. HOME AND AUTO QUOTE

CALL-TO-ACTION WITH GIFT CARD

GIVEAWAY

DIRECT MAIL TESTING:

VARIABLE PRINTING TO TEST OPEN

RATES AND CONSUMER

BEHAVIOURS

TOP GROUP CAMPAIGN:

OUT OF HOME ADVERTISING

TAKEOVER DOWNTOWN OTTAWA

FOR THE NATIONAL ASSOCIATION OF

FEDERAL RETIREES

INSIGHTS/RESEARCHSUPPORT:

BETTER UNDERSTAND CONSUMER

BEHAVIOUR FOR TOP AFFINITY

GROUPS (ONTARIO NURSES

ASSOCIATION AND RETIRED

TEACHERS OF ONTARIO)

INVITE MEMBERS OF THE EDUCATOR

SECTOR TO PARTICIPATE IN A

COMMUNITY-BASED CAMPAIGN,

RAISING BRAND AWARENESS.

SIGNIFICANT DIGITAL FOCUS.


THANK YOU

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