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The focus of the seminar will be on the use of the Internet and associated technologies today to enhance marketing functions within insurance providers. Experienced participants within various pieces of the marketing puzzle will provide a real-world perspective of the current status, and thought provoking views on the near- and mid-term term changes we are likely to see.

Seminar Topics

8:00 – 8:30: Registration and Coffee

8:30	Welcome: Doug Grant Insurance-Canada.ca
	Value Propositions that Resonate - John Sutherland, President, Ennova Inc.
The single most vexing problem in today's hyper-competitive world is how to get more people to buy from you. Many organizations' value propositions suffer from two inadequacies 1. Me Too-ism and 2. Over emphasis on functional benefits. During this session you will learn practical "thought" tools you can use to tune up your value proposition so that it can resonate in the marketplace. Learn how to employ the "Customer Experience Walk" to identify key areas where you have a unique and compelling story to tell. Learn how to uplift this story even further by upgrading your value proposition to include all the benefits types within the "Hierarchy of benefits". With today's level of competition you can't differentiate yourself until you get inside the details of your customer's world. These "thought" tools let you inspect those details and modify your proposition so that it resonates with your target customers.
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	Challenges of Insurance Marketing - Wally Thompson, VP Marketing Specialty Markets, Maritime Life
Marketing touches most aspects of an organizations business execution, from corporate identity or branding to quality of in- and out-bound telemarketing and service calls, from product design and pricing to delivery channels. With several years experience in marketing and communications with computer, automotive and marketing firms, followed by eight years at Liberty Health/Maritime Life, Wally will offer his opinions on: the unique characteristics of marketing insurance products relative to other consumer products and services, the marketing challenges, issues and opportunities facing Maritime Life and the whole insurance industry, and the promises, and reality, of effective use of technology in the insurance marketing domain. Wally participates in a number of industry organizations and associations, from both the marketing and insurance professions. This extensive networking supports his experiences, and a unique perspective on many aspects of insurance marketing, from media promotions to strategic partnerships, from sponsored marketing programs to new product development. Wally will touch on many of these areas in his presentation.
	Enterprise Content Management to Enhance Customer Retention - Jean Ziad Wakim, Project Manager, EVER TEAM SA, France, and - J.Paul Haynes, President & CEO, EVER America Corp.
Customer retention is an ongoing challenge for companies that operate in a competitive market. For firms that are shifting from a monopoly to competitive market, it likely is the number one issue. MSA Insurance in France which offers family and group benefits to 4.3 million customers, primarily in the agricultural sector, recently undertook a company wide technology initiative to address this issue in advance of the opening competitive market. MSA realized that it needed to improve its customer service at every client touch point. However, many different systems were in use at many locations across the country and it was virtually impossible to get a single view of all customer interactions, not to mention a family or company wide view. MSA turned to Enterprise Content Management technology to solve this problem. Their solution includes capturing all output from billing systems, scanning and routing all inbound paper documentation, capturing emails and other electronic documents generated by health care providers and linking this altogether in a "federated" fashion. Now all 18,000 employees at over 80 locations can be assured they have a current, up to the minute snapshot of the customer which will dramatically improve customer service and minimize the number of call backs. This session will introduce ECM technology concepts and provide you a first hand account of the MSA implementation as a case example to illustrate what is involved in such a project and what specific challenges insurance organizations might face during implementation.
	Enhancing Marketing Programs with Demographics - Tim Leys, Director of Business Development, Generation5
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	Success Factors in Online Insurance Marketing - George Small, Co-founder, Kanetix Ltd.
Online marketing is like offline marketing only faster and if done properly, it's paperless. All the other things that we learned in Marketing class at business school still apply. You still have to pay attention to 'what you're selling', 'where you're selling it' and the other basics of Marketing that we all recognize. Loosely using the 5 P's of marketing as a guide, George's presentation will draw on some of the experiences of Kanetix and other insurance marketing organizations. He will identify some of the high-level factors that contribute to a successful online insurance marketing strategy.
	Establishing an Effective Online Presence - Challenges and opportunities - Matthew Myers, Account Director - Partner, A.K.A. New Media Inc.
Over the past 5 years, A.K.A. New Media Inc. (A.K.A.) has been working with companies and organizations within the insurance industry helping them develop their electronic communications (i.e., websites, online branding, online tools and applications, online learning, etc.). Working with insurance companies, independent brokerages and industry associations has given A.K.A. a wide breadth of perspective on how these organizations view and use technology. Through a review of specific case studies and statistical research, Matthew will discuss how some organizations (insurance companies and brokers) are using technology as an effective business and communication tool, discuss some of the opportunities and challenges that exist given the current industry situation, and outline some of the pitfalls and "best practices" that organizations might want to consider when thinking about establishing an effective online presence.
	The Value of eMail as a Marketing Tool - Stefan Eyram, Senior Director of Sales, Connectus Direct Solutions Inc.
Relationships are the core of customer loyalty. Next to personal face-to-face relationships email is becoming the most effective and cost-effective tool to manage and grow relationships. With SPAM, privacy concerns and other issues, many people may be re-thinking the use of email. Think again! Email works...if done properly. Personalized email that delivers relevant information and offers is key to email marketing success. The days of one-size-fits-all blasts are numbered. And it doesn't stop with email. Online surveys, viral marketing and other e-marketing touchpoints are part of the integrated e-marketing campaign. When done right, these programs are ideal for cross-selling, up-selling, getting referrals and so much more. In the insurance marketplace it isn't always about marketing to the end user. Insurers have to balance their marketing to include the whole distribution chain including agents and brokers. Connectus offers insurers direct assistance in developing their e-marketing capabilities. This includes tools to optimize existing relationships and acquire new customers. To address channel distribution Connectus is introducing their "Agent Portal" solution, an email marketing toolset insurers can offer to their channel partners. This includes template-based newsletters, renewal notices, sales offers and other content that can be targeted and personalized. Much of the content is provided by the insurers to ensure it properly integrates with existing marketing messages and offers. Agents and brokers can add their branding, contact information, client/prospect data and other information to target both customers and prospects. All data can be tracked in real time by anyone with a proper login, password and authorization.
12:15	Close: by Doug Grant Insurance-Canada.ca

Seminar Sponsors:

		Generation5 builds effective consumer marketing solutions by capturing subtle patterns in consumer data, and modeling these patterns to uncover new business opportunities at the customer and market level.
		EVERSuite content management technologies provide comprehensive solutions for managing content, images, documents and digital assets.
		The only national directory published for the Canadian financial services industry - from Stone & Cox.

Speaker Information

Stefan Eyram, Senior Director of Sales, Connectus Direct Solutions Inc.

Connectus, a provider of best-of-breed e-marketing solutions recently worked with the successful Vancouver 2010 Olympic Bid Committee to develop an acclaimed relationship marketing campaign using email, multimedia and microsites. Connectus delivers successful solutions integrating all areas of e-marketing including email marketing, online contests, esurveys and viral marketing. They have deployed numerous campaigns for brands such as DaimlerChrysler, SC Johnson, ClubLink, Beachcomber Spas, Coors, TELUS, L'Oreal, Ontario Tourism and many other B2C and B2B marketers. Connectus - ACQUIRE - ENGAGE - RETAIN

Stefan Eyram is a lifelong sales and marketing veteran who has focused most of the last 5 years in the area of e-marketing. He has worked for a Fortune 100 company, started his own marketing consultancy and provided consulting services for numerous marketing technology vendors. He has been involved in many successful email marketing programs to top brands including Altamira, TELUS, Visa, Canada Post and many others. At last year's Insurance-Canada Marketing seminar Stefan presented on the topic of "The 4 Ps of E-Marketing", outlining how Product, Price, Placement and Promotion are being replaced with Permission, Privacy, Profiling and Personalization. In April of this year he joined Connectus after completing some consulting engagements including 3 months with Slingshot Communications, a provider of marketing and communications solutions to the insurance and financial services industries. His interest in the Canadian insurance industry stems from his wife, a lifelong "insurance geek", and numerous close friends who have settled in the industry.

J.Paul Haynes, President & CEO, EVER America Corp.

Mr. Haynes has spent the past 15 years in the data processing industry. He founded his own software development firm in 1988, which specialized in information technology solutions for the public, utility and financial sectors. Always involved in development of sales and marketing strategy, Mr. Haynes has evolved the organization from an idea to an internationally recognized software firm. He also been responsible for raising venture capital as well as orchestrating a number of acquisitions. Mr. Haynes has presented at numerous conferences in North America, Europe and the Middle East on topics ranging from leading edge development techniques to content management technology trends. Mr. Haynes holds a B.Sc. (Eng.) and an M.Sc. (Eng.) and is a Professional Engineer.

Tim Leys, Director Business Development, Generation5

Tim has over 8 years experience in micro marketing and GIS applications. He applies his expertise to his customer's business problems, helping them uncover new opportunities, design winning analytics-driven, consumer-focused marketing strategies, and execute on campaigns to accelerate marketing ROI. Tim works with some of North America's most recognized companies in the Insurance and Financial sectors.

Matthew Myers, Account Director-Partner, A.K.A. New Media Inc.

Matthew is Account Director, Partner and co-founder of A.K.A. New Media Inc.
A.K.A. is an award winning communications agency that provides technology communication solutions for some of the most dynamic and innovative companies operating today (i.e. Compaq, Ericsson, Polaroid, Microcell, etc.). With an Hon B.Sc. in Psychology from the University of Toronto and a background in entertainment and marketing, Matthew leads A.K.A.'s account management and new business development initiatives.

Over the past several years, A.K.A. has worked with numerous insurance related organizations such as, Canada Life Financial Corporation, Insurance Brokers Association of Ontario, Royal & SunAlliance, Roots Travel Insurance, Totten Insurance Group and over 45 independent brokers from across the country.

George Small, Co-founder, Kanetix Ltd.

George Small is the Co-founder of Kanetix Ltd.; a 4 year-old Internet technology company with a successful online consumer marketplace for automobile, property, life and travel insurance (http://www.kanetix.com). He is responsible for Kanetix's technology, systems, client relations, and business development.

George has over 15 years of systems development, systems integration and management consulting experience in the insurance industry. For the 5 years prior to Kanetix, George led technology, customer care and distribution marketing teams at Canada Life and Canada Life Casualty. George has an MBA from the Ivey School of Business.

John Sutherland, President, Ennova Inc.

John Sutherland has over 15 years experience in developing new businesses and consulting with companies on how to unleash the growth potential that exists within their firm. Clients who have benefited from his market creation sessions include Zurich Insurance, Foresters, AGF NAFTA, McGraw Hill Ryerson, MDS, Steelcase Inc., Hilton, Xerox, Brookfield Property Management, Ontario Council of Teaching Hospitals, and Extendicare (Canada) Inc.

John has pioneered the use of many thought provoking, customer centric techniques to generate ideas about how to create new markets. These techniques include: IDEA MARKETS, customer experience walking, changing behaviour via 3 Do's, 5C criteria for business development, benefit hierarchies, frictionless growth, naturally embedded value, innovation portfolios, and SMART goal setting.

He has recently formed Ennova Inc. an innovation consulting firm dedicated to helping organizations unleash their growth potential. John earned his M.B.A. at the Richard Ivey School of Business and also received a B.Sc. from McGill University. He is an advisor to the University of Toronto Exceler@tor, is on the IMC Board of Directors at the Rotman School of Business and currently resides in Toronto, Canada.

Wally Thompson, VP Marketing Specialty Markets, Maritime Life

· With Maritime Life and prior to that Liberty Health since early '96. Responsible for the marketing of individual health products directly to Consumers and small businesses, as well as through sponsored marketing programs. Product design, strategic partnerships, pricing, distribution, customer contact and promotion are the key area of focus. Responsibilities also include all new customer inbound and outbound telemarketing.

· An active member of the Canadian Marketing Association's Strategic branding and planning council. A member of the Association for the Advancement of Relationship Marketing. A member of other associations tied to the Canadian Life and Health Insurance Association. Board of Directors for the Canadian Association for Community Care Foundation.

· 18 years of experience in Strategic planning, marketing and communication with Apple Computer, General Motors of Canada and Cossette Communication Marketing. Product launches, new corporate identity programs, image campaigns, direct marketing programs, new product development, distribution management and strategic partnerships are some of the key areas of his expertise.

· Graduated in 1982 from the University of Waterloo with a Bachelor of Environmental Studies and in 1984 with a Masters degree in Business Administration from McMaster University.

Jean Ziad Wakim, Project Manager, EVER TEAM SA, France

For the past few years Jean Ziad Wakim has been a technical project manager on several enterprise content management projects based on open source technology in the Government, Telecom and Insurance sectors. Most recently he lead the technical project team at MSA Insurance that included document imaging, workflow, report management and portal for 18,000 users at 80 locations.

Prior to that Mr. Wakim was involved in document management software development. He holds a M.Sc. in Computer Science from INSA University in Lyon, France.

Host and Moderator

Doug Grant MBA CIP, Consultant, Insurance-Canada.ca

As a keen analyst of computer and networking evolution for more than thirty years, and the opportunity and impact on the insurance industry, frequent industry speaker, columnist, and consultant. Doug is cognizant of the changes that are occurring in the Internet insurance world. As a principal in the Insurance- Canada.ca Web site, he brings a unique perspective to the session. For a more extensive biography.

Doug will be host of the seminar and will welcome and set the stage, build the linkages between topics, and then provide conclusions and points to ponder at the end of the session.

(Examples will be used throughout)

Questions? call Doug Grant 416-921-7756 or email at doug.grant@insurance-canada.ca

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