Harmonyplan.ca Insurance Marketing Campaign: Budget & Implementation Plan

For Harmonyplan Insurance Services - Ontario

This document outlines a comprehensive marketing plan for promoting insurance products, including budget allocation, implementation strategy, and product selection guidelines. Use the collapsible panels below to explore each section at your own pace.

VAGraphics is primarily a webdevelopment creative agency, advertising is a dedicated account outsourced to experts in the social media marketing and not core competence of webdevelopment agency. it is usually a corporate account handling agencies that consists in house teams for each specialized task under one roof. VAGraphics specializes in frontend development and crative graphics asset generation only and works along side other independent marketing agencies that follows different path to assess and test the ads after surveying/researching the local geographic areas india and abroad

Facebook Ads Investment Structure

Budget: CAD $500-750 (approximately $250-375/week)

Purpose:

Test different ad creatives, audiences, and messaging to identify what resonates best with potential insurance clients.

Key Metrics Focus:

  • Click-Through Rate (CTR)
  • Engagement rate
  • Cost per click

Expected Outcomes:

By the end of this phase, we will have identified 2-3 winning ad combinations that can be scaled in the next phase.

Budget: CAD $1,500-3,000 (approximately $250-500/week)

Purpose:

Scale successful ads from the testing phase to reach a broader audience and generate consistent leads.

Key Metrics Focus:

  • Cost per lead
  • Conversion rate
  • Lead quality indicators

Expected Outcomes:

Establish a reliable lead generation system with predictable costs and conversion rates.

Budget: CAD $1,500-2,500/month

Purpose:

Maintain consistent lead flow with continually optimized campaigns to improve efficiency.

Key Metrics Focus:

  • Return on Ad Spend (ROAS)
  • Cost per acquisition
  • Customer lifetime value to acquisition cost ratio

Expected Outcomes:

A sustainable marketing system that delivers predictable results with gradually improving efficiency.

Optimal Ad Frequency Guidelines

  • Aim for frequency score under 2.0 during the first week (avoiding ad fatigue)
  • Refresh creative assets every 2-3 weeks to maintain audience interest
  • Schedule ads for peak engagement periods:
    • Weekdays: 6-9pm local time
    • Weekends: 10am-1pm local time

Ad Rotation Strategy

For optimal results, we recommend maintaining 3-4 different ad creatives in rotation at any given time, with varied:

  • Visuals/graphics
  • Headlines
  • Primary text messages
  • Call-to-action buttons

Budget Allocation Across Audiences

  • 70% to best-performing audiences
  • 20% to promising but unproven audiences
  • 10% to experimental new audiences

Monthly retainer: CAD $45/hour × 40 hours = CAD $1,800/month

Services Included:

  • Campaign Strategy Development: Creating comprehensive marketing plans aligned with business goals
  • Ad Creative Design and Copywriting: Producing engaging visual assets and persuasive ad copy
  • Campaign Setup and Optimization: Implementing, monitoring, and refining ad campaigns
  • Weekly Performance Reporting: Detailed analytics on campaign performance and ROI
  • A/B Testing Implementation: Systematic testing to continuously improve results

Payment Terms:

  • Invoiced monthly
  • Payment due within 15 days of invoice date
  • Ad spend billed separately from service fees

When selecting insurance products to feature in campaigns, consider the following frameworks:

Local Competitive Landscape

  • Identify underserved niches in Ontario's insurance market
  • Analyze competitor offerings for life, critical illness, and disability insurance
  • Determine areas where Harmonyplan's personalized service creates distinct advantages

Seasonal Demand Patterns

  • Life Insurance: Tax season (Feb-Apr) and major life events (year-round)
  • Health Insurance: Annual benefit review period (Nov-Jan)
  • Critical Illness & Disability: Health awareness months and career advancement periods
  • Travel Insurance: Winter snowbird season (Oct-Nov) and summer vacation planning (Apr-Jun)
  • Retirement Planning: RRSP contribution deadline (Feb) and year-end financial reviews (Nov-Dec)

Profit Margin Per Product

  • Focus on products with higher commission structures
  • Consider lifetime value potential of different insurance categories
  • Balance between quick-conversion products and longer-term relationship builders

High-margin Products

  • Whole life insurance vs. term life insurance
  • Comprehensive critical illness policies with multiple condition coverage
  • Non-cancellable disability insurance for professionals
  • TFSA and RRSP investment products with management fees

Products with Simple Qualification Processes

  • Simplified issue life insurance options
  • No-medical exam coverage for specific demographic segments
  • Pre-approved travel insurance for existing clients
  • Basic TFSA savings products without complex investment components

Products with Shorter Sales Cycles

  • Travel insurance (typically faster decisions)
  • Term life insurance for young, healthy applicants
  • Standard health insurance supplementary coverage
  • Basic investment accounts with straightforward contribution processes

Age Demographics in Target Region

  • Younger populations (25-35): Term life, auto, renters insurance
  • Middle-age (35-50): Home, comprehensive auto, family life insurance
  • Pre-retirement (50-65): Long-term care, enhanced health options
  • Seniors (65+): Medicare supplements, final expense insurance

Common Life Events

  • Home purchase: Homeowners insurance, mortgage protection
  • New children: Life insurance, college savings plans
  • Retirement planning: Annuities, long-term care insurance
  • Business ownership: Commercial insurance, key person coverage

Local Economic Conditions

  • High-income areas: Premium products with extensive coverage
  • Middle-income regions: Value-focused coverage with essential protection
  • Growing economic areas: Business insurance, expansion coverage
  • Areas with specific risks (flood zones, etc.): Specialized coverage options