1 segment, select, sell! make the most of your business with manulife

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SEGMENT, SELECT, SELL!

Make the MOST of your business with Manulife.

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Segment, Select, Sell!What is MOST?

• MOST (Manulife’s Sales Opportunity Sales Tool) is a marketing tool that makes segmenting an Advisor’s customer base easy

• MOST enables “pre-targeted” segmentation based on such client criteria as:

Age Income Wealthstyles Wealth Management Assets by product Insurance coverage by product Geodemographics (Life stage/Affluence segmentation) Healthstyles

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Segment, Select, Sell!What is MOST? (Cont’d)

• MOST is complete with approved marketing ‘campaigns’, compliant marketing letters and an automated mail merge option

• In only a few minutes, you can help advisors target the right clients with the right marketing message

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Segment, Select, Sell!What is new with MOST 4.0?

• Based on your feedback and Manulife product changes, we have designed the latest version with improved capabilities, including: Integration of all Manulife Securities products The new tax related products (TFSA & PBSA) Improved Wealth Management segmentation

User can now query for GIF Encore and 75 Series in Addition to income plus

More flexibility in clientization User can now choose to include/exclude gender from the

client key Change to a new data format that accommodates larger portfolios

(e.g. branch size) Input file format changed from Excel to Access

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Segment, Select, Sell!

MOST – Process at a Glance (click to learn more about each topic)

START: Install MOST from Repsource

Request a MOST Listing from Database Marketing via web

form

Once received, save the MOST Listing in a secure

directory on your computer

Open the MOST application and import

the MOST data Generate campaign marketing letters

Review Campaigns and Letters for Optouts

Finish: Send MOST campaign letters to the appropriate clients

Begin segmenting the advisor(s) clients based preexisting campaigns

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Installing MOSTInstalling MOST

BACK TO MOST PROCESSBACK TO MOST PROCESS

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Segment, Select, Sell!Installing MOST

• In order to download MOST onto you your PC, you will need to: Attend a MOST WebEx Training Session Be a registered Repsource User Have a Windows Operating System running

on your computer Uninstall any previous versions of MOST

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Segment, Select, Sell!Installing MOST (Cont’d)

• Once you are logged into Repsource Scroll Over Sales Support in the top

menu on the Repsource homepage Click on the “MOST (IA)” link in the

Sales support drop down menu Bookmark the page entitled “Make

the MOST of your advisor relationships”

Click on the download link and follow the prompts

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Requesting a MOST ListingRequesting a MOST Listing


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Segment, Select, Sell!Requesting a MOST Listing• Before you can use the MOST application, you must first request an

advisors MOST Listing (List of the Advisor’s Client Information) Return to the “Make the MOST of your advisor relationships” page on

Repsource Click on the link entitled “Request advisor data”

Request advisor data

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Segment, Select, Sell!Using the Request Form• Enter your personal information so that you can be

contacted if need be and so your request can be tracked• Click the green arrow to continue

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Segment, Select, Sell!Using the Request Form (Cont’d)• Enter the first and last names of up to 10 advisors• If you are looking to receive a MOST Branch Listing, fill in the branch

name instead • Click the Green Arrow to continue

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• Enter the required delivery date, the advisors branch code, and choose “Independent Advisor” from the drop down menu (Currently, MOST can only be used by the IA Channel)

• Click the green arrow to continue

Using the Request Form (Cont’d)

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• Enter all of the advisors ident and selling codes (Active or Terminated, Numeric Codes ONLY) Often times there is more than one selling code linked to one ident

• Separate multiple codes with a semi colon• Indicate that you would like a MOST listing by clicking the appropriate box• Clicking the green arrow will either bring you to the next advisor or will

bring you to the final submission page


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• Once you have filled out the information for the advisor(s), click submit to finalize the request

• The standard turnaround for receiving your MOST listing via Manulife email is 10 business days

• If you require the listing before the regular turnaround, please contact [email protected]


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Import MOST Data FileImport MOST Data File


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Segment, Select, Sell!Import MOST Data File

• After the MOST listing has been received and saved in a secure directory, open the MOST application

1. Click the 3 dots to browse your 1. Click the 3 dots to browse your directories for the MOST file. Once directories for the MOST file. Once you have found the file, click open. you have found the file, click open.

3. Click next to import 3. Click next to import the selected MOST filethe selected MOST file

2. Choose your 2. Choose your preferred languagepreferred language

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Marketing with MOSTMarketing with MOST


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Segment, Select, Sell!Customer Summary

• After importing data into MOST, you will be presented with a dashboard containing a high level summary of the advisors customer base

• You may want to print this page and keep it handy to refer to once you begin considering campaigns and targeting customers

• To print this page, simply paste it into Word as a screen capture and print it from there

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Segment, Select, Sell!Navigating the MOST Interface

1. Business Unit2. Campaign

Title3. Campaign

Tab, Name and Description

4. Segmentation Criteria

2. 2.

1. 1.

3. 3.

4. 4.

Allows you to choose a campaign from one of

the four supported Manulife business unitsList of Campaignswithin the business unit

Detailed information about the campaign

Allows you to add or modify query criteria

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Segment, Select, Sell!Navigating MOST (Cont’d)1. Pre-populated

criteria2. Pick List Criteria 3. Pick Lists and

Pick List Tabs4. Reset Form and

Remove Campaign Buttons

5. Run Campaign and Exit MOST Buttons

1. 1.

2. 2.

3. 3.

4. 4. 5. 5.

Criteria that is already part of the selected

campaignDifferent pick lists with Different pick lists with roll over definitionsroll over definitions

Choose criteria within the pick list category

Reset form will restore the campaign to default criteria. Remove will get rid of that campaign tab

Run Campaign will segment the data based on the current

criteria and Exit Most will close the program

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John 1 Smith 1John 2 Smith 2John 3 Smith 3John 4 Smith 4John 5 Smith 5John 6 Smith 6John 7 Smith 7John 8 Smith 8John 9 Smith 9John 10 Smith 10John 11 Smith 11John 12 Smith 12John 13 Smith 13John 14 Smith 14John 15 Smith 15

123456789 - Smith 1 - John 1123456788 - Smith 2 - John 2123456787 - Smith 3 - John 3123456786 - Smith 4 - John 4123456785 - Smith 5 - John 5123456784 - Smith 6 - John 6123456783 - Smith 7 - John 7123456782 - Smith 8 - John 8123456781 - Smith 9 - John 9123456780 - Smith 10 - John 10123456779 - Smith 11 - John 11123456778 - Smith 12 - John 12123456777 - Smith 13 - John 13123456776 - Smith 14 - John 14123456775 - Smith 15 - John 15



123456789 - Smith 1 - John 1123456788 - Smith 2 - John 2123456787 - Smith 3 - John 3123456786 - Smith 4 - John 4123456785 - Smith 5 - John 5123456784 - Smith 6 - John 6123456783 - Smith 7 - John 7123456782 - Smith 8 - John 8123456781 - Smith 9 - John 9123456780 - Smith 10 - John 10123456779 - Smith 11 - John 11123456778 - Smith 12 - John 12123456777 - Smith 13 - John 13123456776 - Smith 14 - John 14123456775 - Smith 15 - John 15

1. Once you have entered some criteria and clicked “Run Campaign” a client summary page will appear

2. This summary can either be exported to excel or the names can be used in a mail merge

Navigating MOST (Cont’d)

1. 1.

2. 2.

If you do not want a client included in If you do not want a client included in the excel export or mail merge, the excel export or mail merge,

uncheck their “Include” boxuncheck their “Include” box

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Segment, Select, Sell!Segmentation• MOST allows you to segment based

on 11 different criteria• There are 2 types of fields:1. Min / Max Fields

Age, Income, Total Wealth Assets and Total Insurance Coverage are Min / Max fields requiring a value

The fields are flexible in that both a Min & a Max value is not required.

2. Pick Lists Wealthstyles, Psyte Cluster,

Gender, Products, Wealthstyles and Cities are pick list fields.

1.1.

1.1.

2. 2.

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Wealthstyles

Term Life – Age 65/75

InterGenerational Wealth Transfer

Cam

paig

n N

ame

Business Unit

Wealth Management Products Only

Solut!ons Magazine

Term Life – 7th Year Conversion

Simplicity

No Living Benefits

MSIL Premier Program

LB – LifeCheque "Retirement"

Manulife One - Super Line of Credit

Investment Leveraging

LB – LifeCheque "Mortgage"

Manulife One - Conventional

Travel InsuranceIndividual Insurance

OnlyLB – LifeCheque "Independence"

Business Advantage Account

Followme Income PlusEstate Preservation -

RRIF InsuranceAdvantage Account

Flexcare Cross-Sold Estate Bond Access Line of Credit

Affinity MarketsIndividual Wealth

ManagementIndividual Insurance Manulife Bank

Campaigns (Click to learn more about each campaign)

• There are 26 different campaigns to choose from in 4 different business units

• There is also a Free Form campaign which allows you to segment based on your own criteria

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Segment, Select, Sell!How Segmentation Works

• Begin by reading the “Instructions” on the right side of the MOST application These instructions are a general

overview of the Campaign features and steps that are used to Segment your customers

• By clicking the “How Segmentation Works” button, a small window will appear with some information about how MOST interprets the criteria that is entered

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Running a CampaignRunning a Campaign


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Example Campaign - Living Benefits Lifecheque “Retirement”

1. Choose a Business Unit 1. Choose a Business Unit

2. Choose the Campaign 2. Choose the Campaign that you wish to run that you wish to run

3. Once a campaign has 3. Once a campaign has been selected, click add been selected, click add

campaign campaign

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Example Campaign - Living Benefits Lifecheque “Retirement”

1. Enter values into the 1. Enter values into the Max/Min Fields Max/Min Fields

2. Choose a Pick List and 2. Choose a Pick List and Select criteria from the Select criteria from the

menu on the rightmenu on the right

3. Choose a Pick List and 3. Choose a Pick List and Select criteria from the Select criteria from the

menu on the rightmenu on the right

4. Run Campaign4. Run Campaign

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Saving and Loading a Custom Saving and Loading a Custom CampaignCampaign


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Segment, Select, Sell!Saving a Campaign

•If you develop a customized campaign, MOST If you develop a customized campaign, MOST allows you to save the criteria and then load it allows you to save the criteria and then load it

again at another time or for another set of MOST again at another time or for another set of MOST datadata

1. Choose a Campaign1. Choose a Campaign2. Enter Criteria in as 2. Enter Criteria in as

many fields as you would many fields as you would likelike

3. Click File, and then click Save3. Click File, and then click Save

4. Give the campaign a name and 4. Give the campaign a name and save it to a secure directorysave it to a secure directory

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Segment, Select, Sell!Loading a Campaign

1. Click File, and then click Load1. Click File, and then click Load

Once you have entered in some criteria and saved the Once you have entered in some criteria and saved the campaign to a directory, it is then possible to reload campaign to a directory, it is then possible to reload

that campaign at another time, or for another advisorthat campaign at another time, or for another advisor

2. Choose the campaign that 2. Choose the campaign that you wish to load and then click you wish to load and then click

openopen

3. The custom campaign is now 3. The custom campaign is now loaded, and can be run for the loaded, and can be run for the

MOST data that is currently being MOST data that is currently being usedused

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Generating Marketing Generating Marketing Campaign LettersCampaign Letters


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Segment, Select, Sell!Mail Merge

• Clicking Mail Merge gives you Clicking Mail Merge gives you 4 options:4 options:

1. Show All Letters – this will show the additional letters available

2. Merge – this will run the mail merge in MS Word with the letter you select

3. Back – this will take you back to the Campaign Criteria Screen where you can make changes to your segmentation criteria

4. Exit Most – this will take you out of MOST completely.

1.1.

2.2. 3.3. 4.4.

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Segment, Select, Sell!Mail Merge (Cont’d)

• Once you click Merge, you will be asked to select a secure location for your file and to give it a unique name.

• Clicking Save:1. Confirms that the Mail Merge was

completed successfully2. Indicates where it was saved3. Asks if you want to Open Now. Click YES to

Open the Mail Merge document. Word will automatically open with your letters allowing you to edit them as required.

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Working with the AdvisorWorking with the Advisor


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Information SecurityFor Manulife Field Staff

• When working with and transferring client information you will need to:1. Zip and Password protect all files with

client information including letters before you send them to an Advisor.

1. The password protected file should then be compressed, encrypted, and password protected using WinZip 9 or later.

2. Do NOT store client information on your “C” drive. All information should be stored securely for your access only.

3. Delete all client listings once you no longer need them.

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Campaign DescriptionsCampaign Descriptions


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Segment, Select, Sell!Flexcare

BACK TO CAMPAIGNSBACK TO CAMPAIGNS

DescriptionDescription Uniquely flexible individual health and dental plans that offer consumers a wide variety of choice and the ability to build their own plan

Target AudienceTarget Audience Individuals/businesses/couples/self employed/families persons who may be losing access to group benefits or require additional individual coverage

CriteriaCriteria Age 19 - 100

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Segment, Select, Sell!Followme

DescriptionDescription A product offering individuals the ability to convert from a group health and dental plan within 60 days

Target AudienceTarget Audience Individuals/businesses/couples/self employed persons who may be losing access to group benefits or require additional individual coverage



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Segment, Select, Sell!Travel InsuranceDescriptionDescription Out-of-Province Emergency Medical Insurance for

travelling Canadians or Visitors to Canada. Single trip or multi-trip plans are available. Comprehensive travel insurance is available, including trip cancellation and more

Target AudienceTarget Audience 1. Travellers of all ages travelling for any trip length, including Snowbirds.

2. Vacation Travel - 1 and 2-week trips. 35-55 years old.

3. 3. Visitors to Canada - maybe visiting Canada for 1 day or 1 year. Excellent for visiting students, foreign workers or immigrants awaiting government health insurance coverage.



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Segment, Select, Sell!Cross-Sold

DescriptionDescription Targeting clients that own only both Individual Insurance (including Living Benefits) and Wealth Management

Target AudienceTarget Audience Anyone who owns both Wealth Management and Individual Insurance products with Manulife. A very select group of loyal customers, they could be targeted for an appreciation event or a specific / product or service.

CriteriaCriteria Age 19 – 100Essentially picking up customers that have products under both business units – for Individual Insurance this could be LIFE or OTHER


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Segment, Select, Sell!Income Plus

DescriptionDescription Your retirement income is protected from market downturns yet, when the market goes up, your income can also grow and is guaranteed for life. If you're still saving for retirement, for the first 15 years, you will receive a 5% bonus on your guaranteed income for every year you don't make a withdrawal.

Target AudienceTarget Audience Primary: Wealth Accumulators (age 45-54) Wealth Accelerators (age 55-65) Secondary: Wealth Preservers (age 65+)

CriteriaCriteria Age 60 – 69


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Segment, Select, Sell!Individual Insurance Only

DescriptionDescription Targeting clients that own only Individual Insurance (including Living Benefits) with intent to sell them a Wealth Management product

Target AudienceTarget Audience Anyone who does not own Wealth Management products with Manulife, regardless of demographic criteria. This is a cross-selling opportunity for the advisor

CriteriaCriteria Age 19 – 100Clients with Life and Other Products Only


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Segment, Select, Sell!Investment Leveraging

DescriptionDescription For borrowing to invest in Manulife Non Registered Variable investment products

Target AudienceTarget Audience Preferred clients should have a long-term investment horizon and higher tolerance for risk. In addition, clients should have maximized RRSP contributions and have existing debts well under control

CriteriaCriteria Age 40 – 70Income>125,000Total Wealth Non-Registered > 10,000


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Segment, Select, Sell!MSIL Premier Program

DescriptionDescription Most high net worth investors have more assets in non-registered form than in registered plans. Premier, with its features and available tax-friendly strategies, provides an opportunity to attract all the non-registered assets you may not yet manage for your clients. This campaign will help identify prime prospects for this approach

Target AudienceTarget Audience Clients with >=$100,000 in Registered Mutual Fund Assets and <$100,000 in Non-Registered Mutual Fund Assets

CriteriaCriteria Total Registered MSL >= 100000Total Nonregistered MSL < 100000


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Segment, Select, Sell!Simplicity

DescriptionDescription Simplicity is designed to compete with the most popular wrap and asset allocation programs within the industry

Target AudienceTarget Audience $100K+ income • $350K+ Insurance • $100K+ WM Assets • $50K+ GIF • $50K+ Mutual Funds • Wealth Accumulators

CriteriaCriteria Income>= 100000 orTotal Insurance Coverage>= 350000 or Total Wealth Assets>= 100000 or Total SegFund>= 50000 or Total MSL>= 50000 or WealthStyles = 'ACCUM'


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Segment, Select, Sell!Solut!ons Magazine

DescriptionDescription SOLUT!ONS is published 3 times per year by Manulife Investments and addresses common investment challenges, goals and solutions for investors at different stages of their lives

Target AudienceTarget Audience Advisor can use MOST to select the clients he/she may want to send SOLUT!ONS based client demographic and content in upcoming magazines

CriteriaCriteria All segmentation criteria is available to the user, this campaign will probably focus mostly on using the WealthStyles criteria


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Segment, Select, Sell!Wealthstyles

DescriptionDescription A segmentation system designed to help advisors focus on the needs of clients at different life stages. Manulife Investments maintains marketing materials on Repsource to assist advisors with their approach strategies

Target AudienceTarget Audience Each segment is required to have an estimated household income of >= $50,000 and the oldest person in the household must be at least 21 years of age. Note: WealthStyles will also be included in MOST as segmentation criteria

CriteriaCriteria WealthStyles = 'ACCEL', 'ACCUM', 'BUILDER', 'PRESERV', 'STARTER'


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Segment, Select, Sell!Estate Bond


Description Help your clients leave their legacy to heirs rather than to the government. Show how moving their investments that are exposed to tax into a tax-exempt life insurance policy can help

Target Audience Customers with total investments over $100,000 between the ages 50 – 75

Criteria Age 50 – 75Total Wealth > 100000Clients With Money Business

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Segment, Select, Sell!Estate Preservation - RRIF Insurance


DescriptionDescription At death, registered savings are included as regular income and are fully taxable on your final tax return. This means a significant portion will be lost to tax. Life insurance can be a cost-effective way to cover the tax liability and help preserve your estate

Target AudienceTarget Audience Customers with total investments over $100,000 between the ages 60– 69

CriteriaCriteria Age 60 – 69Total Wealth Registered>100000Clients with Money Business Clients with Wealth Management Assets

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Segment, Select, Sell!InterGenerational Wealth Transfer


DescriptionDescription A financial planning strategy designed to provide a tax-effective way to transfer wealth from one generation to another. This strategy involves a parent or grandparent owning a life insurance policy on the life of their child or grandchild. The Income Tax Act allows parents or grandparents to transfer the policy in the future, tax free, as a gift to their child or grandchild

Target AudienceTarget Audience Customers with total investments over $100,000 and age 50 plus. Customers with children/grandchildren and higher than average assets

CriteriaCriteria Age >=50Total Wealth >100,000Clients with Money Business

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Segment, Select, Sell!LB – LifeCheque "Independence"


DescriptionDescription It’s about peace of mind. It’s about recovery. Lifecheque is designed to help you with the unexpected. It provides a cash benefit if you’re diagnosed with one of the conditions as defined in the contract and you survive the waiting period. This can give you the financial freedom to focus on what really matters … getting better.

Target AudienceTarget Audience Customers up to age 50 who don't own Lifecheque. Recommend you target only your most healthy clients (Healthstyles 1 or 2 if applicable or non-smoker)

CriteriaCriteria Age 30 – 39Clients who do not own Lifecheque

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Segment, Select, Sell!LB – LifeCheque "Mortgage"


DescriptionDescription Purchasing critical illness insurance to protect your mortgage makes a lot of sense. Did you know that purchasing an individually-owned critical illness insurance plan, like Manulife’s Lifecheque, can provide greater flexibility and value than a plan offered by your lender?

Target AudienceTarget Audience Customers who don't own Lifecheque. Recommend you target only your most healthy clients (Healthstyles 1 or 2 if applicable or non-smoker)


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Segment, Select, Sell!LB – LifeCheque "Retirement"


DescriptionDescription Getting sick isn't something most of us think much about. However, many people each year see their retirement dreams evaporate because of the costs related to unexpected illnesses

Target AudienceTarget Audience Customers up to age 60 who don't own Lifecheque. Recommend you target only your most healthy clients (Healthstyles 1 or 2 if applicable or non-smoker)


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Segment, Select, Sell!No Living Benefits


DescriptionDescription Targeting clients that do not have Living Benefits products (Disability, Long Term Care, or Critical Illness)

Target AudienceTarget Audience Anyone who does not own Living Benefits products with Manulife, regardless of demographic criteria. This is a cross-selling opportunity for the advisor

CriteriaCriteria Age 19 – 100Clients who do not own Living Benefits

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Segment, Select, Sell!Term Life – 7th Year Conversion


DescriptionDescription Clients with Term policies in their 7th year can take advantage of the 250% rule.

Target AudienceTarget Audience Term Life customers with policies in their 7th year

CriteriaCriteria Clients who own Term Policies in their 7th year

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Segment, Select, Sell!Term Life – Age 65/75


DescriptionDescription Clients approaching age 65 or 75 will lose their conversion privileges that gives them the option to convert from temporary insurance protection to lifetime protection. They can exercise this privilege without having to provide any health-related information. They also have the choice of changing all or only part of their term insurance into permanent life insurance

Target AudienceTarget Audience Term Life customers soon to turn either age 65 or 75 within the year

CriteriaCriteria Age 64, 65, 74, or 75Clients who own Term Life

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Segment, Select, Sell!Wealth Management Products Only


DescriptionDescription Targeting clients that own only Wealth Management Products

Target AudienceTarget Audience Anyone who does not own Individual Insurance products with Manulife, regardless of demographic criteria. This is a cross-selling opportunity for the advisor

CriteriaCriteria Age 19 – 100Clients owns Money Products but does not own Life Products

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Segment, Select, Sell!Access Line of Credit


DescriptionDescription Credit solution designed with short-term borrowing needs in mind. Their assets grow while they have instant access to a line of credit - for any purpose

Target AudienceTarget Audience Anyone who needs flexible access to funds without surrendering existing contracts or investments

CriteriaCriteria Age 19 - 100 GIC Assets Registered & NonReg >= 5300 orSeg Fund Assets Registered & NonReg >= 7500 or Total MSL >= 10000 or Total Insurance CashValue >= 10000

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Segment, Select, Sell!Advantage Account


DescriptionDescription A high-interest, full-access, and low fee chequing account that can be used by clients as their primary bank account or a secondary investment account. Combines the liquidity of a traditional chequing account with the interest of a short-term GIC or money market fund Target Audience: Anyone in need of a high interest bank account or an investment account

Target AudienceTarget Audience Anyone in need of a high interest bank account or an investment account


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Segment, Select, Sell!Business Advantage Account


DescriptionDescription A high-interest investment account designed to complement a traditional operating account for small business owners, charitable orgs, associations, and trusts. Target Audience: Organizations wishing to earn high interest on short term cash

Target AudienceTarget Audience Business owners, organizational leaders, trustees


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Segment, Select, Sell!Manulife One - Conventional


DescriptionDescription Clients with mortgages that are likely to have at least 25% equity in their home. More established, they also have young families with increasing family expenses

Target AudienceTarget Audience Customers who are 30 – 40 years of age and have an income of at least $60,000 per year

CriteriaCriteria Age 30 – 40Income >= $60, 000

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Segment, Select, Sell!Manulife One - Super Line of Credit


DescriptionDescription 40 – 55 yrs old, mortgage is paid down but may have to consider university or wedding expenses

Target AudienceTarget Audience Customers who are 40 – 55 years of age and have an income of at least $60,000 per year

CriteriaCriteria Age 40 – 55Income >= $60, 000

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Segment, Select, Sell!Questions?

Contact us by email:

[email protected]

1 segment, select, sell! make the most of your business with manulife

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