InStar Marketing Meeting

July 26-29, 2009Mark Davis

TODAY WILL BE A SUCCESS IF WE...

1. Define our verticals2. Know our customers (insurance companies, end users, fire

departments etc.)3. Understand PREP4. Agree on tradeshow participation5. Define our verticals--majors and minors6. Determine organizations to be involved in7. Identify and understand our marketing resources8. Create a “Toolbox” of presentations, case studies and meeting

info with customers, specific to the business. Includes website, collateral, giveaways, etc.

9. Understand our sales pipeline10. Find a way to measure our results

#1 Verticals

DetroitDetroit

LexingtonLexington

NashvilleNashville

AtlantaAtlanta

TampaTampa

Dallas/Ft. Worth

Dallas/Ft. Worth

STAFF NEEDSSTAFF NEEDS

Jim Stanilious

Jim StaniliousNATIONALNATIONAL DIRECTDIRECT

Mark LewisRetail

Mark LewisRetail

Mark ErwinKey AccountsMark Erwin

Key Accounts

Ed RobersonHealthcare,Multifamily

Ed RobersonHealthcare,Multifamily

Zaac NewtonTechnical Services

Zaac NewtonTechnical Services

Angela PillsburyAngela Pillsbury

Kara BonzheimMultifamily,

Key Accounts

Kara BonzheimMultifamily,

Key Accounts

Carrie BroussardTX

Carrie BroussardTX

Terri SmithFL

Terri SmithFL

Mark G.MA

Mark G.MA

Karen ButlerMA

Karen ButlerMA

Tom OllariMA

Tom OllariMA

Marylynne AndersonVA/MD

Marylynne AndersonVA/MD

ManufacturingManufacturing

General IndustriesGeneral

Industries

Financial InstitutionsFinancial

Institutions

EducationEducation

Public EntityPublic Entity

EnergyEnergy

FOCUSFOCUS

Independent Agent/Ins. Agent

Independent Agent/Ins. Agent

Scott PattonMA

Scott PattonMA

Mark GrabowskiMA

Mark GrabowskiMA

#2 Know our customers Fire department, fire investigator (full or part time staff/person who has

been in this business: retired fire chief) EVERY BRANCH/DEPARTMENTSHOULD HAVE A PLAN!

Insurance agents (All State, State Farm (PSP= preferred service provider), Nationwide, Safeco)

Independent of a program. WE NEED SOMEONE DESIGNATED WHO OWNS THIS AREA FOR ALL OF INSTAR.

Insurance/independent companies Independent adjusters Public adjusters Brokers (PREP) Property managers (PREP) Owner/end users/property managers (PREP) Indirect: associations Consultants Building inspectors

BROKERSBB&T (Patton)Rutherford (Roberson)AON (broker for InStar at P&C level)(Davis, Pillsbury, Jim S) Willis (Jim S)Gallagher (InStar broker at benefits level) (DG) (Pillsbury, Davis, Jim S)Marsh (Jim S) (KH)Beecher/Carlson (Jim S) Wells Fargo (Roberson, Jim S, Pillsbury)Hamilton (Roberson)Brown & Brown (Jim S)Lockton (Jim S)

INSURANCE CARRIERSLiberty Int’l (Jim S)Erie (Anderson)Grange Nationwide (Anderson)Liberty Mutual (Erwin)Ohio Casualty (Erwin/Butler)

MontgomerySafecoPeerlessState Farm (Browlow)Hanover (Butler,Patton)All StateCNA (Davis/Jim S.)Zurich (Roberson)Auto Owners (Kip/Graham)

Hartford (Butler/Erwin)USAAHarleysvilleFiremans Fund (Pillsbury/Newton)Lexington

Alpha Alliance Rockingham(Anderson) Frankenmuth (Kip) ICAT (Newton) Ace (Jim S) Ohio Casualty Chartus (AIG) (Jim S.) Cincinnati (Roberson) Gieco Lloyds (Jim S) Travelers (Erwin) XL (Jim S) Factory Mutual EMC (Newton) FM Global (Jim S) CHUBB (Davis, Roberson, Loudon Alpha Alliance Amica (Patton, B. Johns?) Commonwealth (Jim S) Alliance (Davis, Wilson)

INSURANCE ADJUSTERS Senior Relationship Officer assignments

Cunningham/Lindsey (Anderson, Jim S)TM Mayfield (Roberson, Wilson)Crawford Company (Davis, Jim S)York (Lewis, Jim S)Vericlaim (Davis, Patton, Roberson)ICA (Pillsbury)McLarens Young (Davis, Pillsbury, Jim S)Engle Martin (Jim S, Pillsbury) CJW (Pillsbury Wilson)GAB (Erwin)RJM (Reed, Jones & McCoy (Pillsbury, Jim S)LaMarshe (Patton)Charles Taylor

2. Know our customers/End Users Bed Bath & Beyond Polo WalMart Goldman Sacs Home Depot Kohl’s Target Hertz Sears/K Mart (Roberson) McDonalds Best Buy (Lewis) Dollar General BP Costco Weingarten Colliers Int’l Ralph Lauren Starbucks Rite Aid

Kroger's Office Depot SAVA FORBA Methodist Hospital City of Cleveland Riverstone Property Management

3. PREP

What defines a PREP client? Multiple locations Significant square footage Brand recognition High losses CAT exposure Agreed upon T&M schedule Designated InStar representative “owns” the relationship

ADDITIONAL POINTS TO COVER:

Learn how to better communicate as a team internallyLearn how to better communicate to the OPS teamDevelop a “sales pitch”Create a strategic plan for who we marketUnderstand program workPosition our environmental compliance planLearn to communicate our victories AND our lossesCater to and listen to our customersDetermine how to brand InStarUnderstand our market structure

Misc.Creating a new Marketing culture.

Our new brochures will match the look of our website.

General brochure

Healthcare brochure

We should make every estimator the training to sell.

BUSINESS CULTIVATION