Strategic Plan 2007-2010

Background

The Inter-Company Marketing Group is focusing its value to individual members and their companies to facilitate the exchange of ideas and the development of alliances and business relationships. Based on the 2003-2006 Strategic Plan, 2007 Membership Survey, a one-day Board of Directors' strategic planning session in May 2007, and additional consideration by the entire Board, this revised strategic plan will be presented to the membership in January 2008.

Mission Statement

Approved by the Board of Directors 9/18/03

ICMG provides a networking and educational forum for member insurance and financial services organizations to develop strategic alliances and business relationships.

ICMG Membership Strategies for 2007-2010

1. Seek steady growth of net 25 new members per year while balancing life/health, manufacturer/ distributor/other representation in the membership.

• A. Add 15 new life insurance companies per year while maintaining the number of health insurance companies represented within the membership.
  • Provide and promote value for life and health insurance companies by insuring all communications highlight key messages illustrating benefits of ICMG membership.
  • Encourage ICMG members to communicate the benefits of ICMG membership to industry peers and to provide referrals.
  • Require ICMG board members to communicate to clients/colleagues within insurance industry the importance of membership and the benefits available.
  • Create a series of articles or advertisements that can be communicated via e-mail and other channels to prospective members.
  • Develop and implement a marketing plan by October 2008 to recruit life and health insurance companies and monitor the results through vehicles such as: attendance at industry trade shows, press coverage, advertising, phone calls from board and committee members, membership drives, discounts or other incentives.
  • Gather ICMG life & health insurance company member testimonials and communicate them in the website and marketing materials.
• B. Add 10 new distributors per year representing a variety of channels
  • Develop and implement a marketing plan by October of 2008 to recruit a diverse group of distributors including captive, IMO, online, direct marketing companies, associations and affinity groups through vehicles such as: attendance at industry trade shows, press coverage, advertising, phone calls from Board and committee members, discounts or other incentives.
  • Identify and leverage public relations opportunities to demonstrate ICMG's value proposition to distributors.
  • Refine ICMG's value proposition for distributors, collect testimonials from distributor members and members who work with multiple distributors, and promote this information.

2. Strengthen the ability to maximize retention within the first three years of membership.

• Continue ICMG Guide Program for first, second, and third year members to include pre-conference welcome and post-conference follow-up.
• Promote opportunities to develop leaders within the new membership base by identifying and placing 15 first, second, and/or third year ICMG members onto committees or projects each year.

3. Communicate a value proposition that highlights the advantages ICMG offers to its target audiences.

• Conduct an annual study to determine what insurance companies and targeted distributors value most about ICMG or would like to find in ICMG. Complete the 2008 study by May and revise/ update our value proposition by June 2008.
• Review and update ICMG's Member Benefits statement each year by October board meeting.
• Gather information to support ICMG's value proposition, such as business created through ICMG connections, industry data on profitability of strategic alliances, and member testimonials, and case studies. Promote this information through ICMG's website, newsletter, prospect packets, and industry publications.

Benefits & Services Strategies for 2007-2010

1. Enable members to meet prospective alliance partners and connect with existing partners.

• Continue to maximize opportunities for networking at the annual meeting though newcomers' orientation, member introductions session, networking roundtables, and networking friendly exhibits to ensure ICMG maintains its leadership position as the premier networking organization in the financial services industry.
• Provide and communicate promotional opportunities in the online forum, classified ads, directory and online profile.
• Review the opportunity to establish a mid-year study group/meeting and present a recommendation to the ICMG Board for the 2009 calendar year by May 2008.
• Continue to focus annual meeting program, attendance and networking opportunities on core insurance related strategic alliance opportunities.
• Facilitate match making to help members do business deals through ICMG by adding a networking session at the annual conference for insurance companies/distributors, and promoting mentoring of new conference attendees' efforts to make valuable connections in conjunction with ICMG's Guide Program.
• Foster development and growth of the ICMG community by publishing and maintaining contact information for new members, as well as existing members with company/job changes, in each issue of the newsletter.

2. Continue to be the industry leading resource on Strategic Alliances.

• Foster education and discussion through including a strategic alliance break out session at the annual meeting.
• Conduct at least one online seminar per year on a strategic alliance topic.
• Provide at least one article on alliances in each issue of the ICMG newsletter.
• Enhance the resources section of the website to provide basic strategic alliance information.

3. Encourage exchange of information about what's happening in the industry.

• Provide at least one general session on industry trends at the annual meeting.
• Provide opportunities for open exchange of information at the annual meeting.
• Provide at least one newsletter article per year on insurance industry information.

4. Promote the ICMG's ability to increase awareness of members' companies.

• Communicate to each member at least 3 times per year on how to take full advantage of ICMG's promotional opportunities, including member introductions, classified ads in newsletters and online, display ads in the directory, online member profile, newsletter articles, exhibits and sponsorships.

Financial Strategies for 2007-2010

1. Strengthen ICMG's financial stability by establishing and maintaining 1-2 years' operating expenses in reserve to $300,000 by 2010.

• Establish a budget annually that provides for at least $10,000 net income to go to reserves.
• Maintain reserves in interest-bearing cash, money market, or CD accounts, as appropriate.

2. Allocate resources as needed to support the Membership and Member Benefits strategies.

• Minimize expenses where possible on conference items that do not directly improve networking or education.
• Use available technology and other efficiencies to minimize office and printing expenses while maintaining a high level of quality and professionalism.
• Establish a plan by May of 2008 to use Gold Sponsor dues to increase membership through advertising, public relations, association exhibits, and member referral campaigns, and monitor the results.

3. Continue to strengthen ICMG's balance sheet through exhibitor and sponsorship opportunities consistent with our mission.

• Establish registration and exhibit fees which support the cost of the annual meeting, including the net income needed to support the organization through the year.
• Utilize sponsorship revenues to promote growth in membership.
• Actively promote sponsorship and exhibitor opportunities to both past and prospective sponsors to insure a minimum of 30 exhibitors annually and 10 Gold Sponsors by 2009.