Advertising center professionals are separated into six disciplines, so franchisees have access to the expertise that results from specialization. These disciplines include traditional advertising,
direct mail advertising, alternative advertising, public relations, and lead generation.

Traditional Advertising
The traditional advertising professionals coordinate media buys, assist in the research and development of new advertising pieces and coordinate radio, television, billboard and print advertising. The traditional advertising professionals currently work with two advertising agencies, Brush Art of Downs, Kansas and Seraphein Beyn of Sacramento, California. These agencies assist the advertising center with the development of advertising materials, media buys and research, analysis and planning.

Direct Mail Advertising
The direct mail advertising professionals specialize in mailing list acquisition and management, and scheduling of direct mail printing and processing. The direct mail advertising professionals generally use the advertising center’s print shop for printing and processing of direct mail and the traditional advertising professionals are typically responsible for the development of new advertising pieces.

The direct mail advertising professionals use AccuZIP software for validation of mailing lists and typically purchase mailing addresses in large quantities from suppliers such as Polk. These professionals have developed an expertise in sorting and validating mailing lists to help get maximum advertising effect for minimum postage costs.

Alternative Advertising
The alternative advertising professionals specialize in yellow pages advertising. These professionals are also responsible for experimenting with other means of advertising such as flyers, door hangers, event sponsorships and promotional gimmicks.

The alternative advertising professionals have a relationship with TMP Directional Marketing, a consulting firm that provides valuable research of yellow pages advertising and negotiates significant discounts from publishers.

TMP Directional Marketing research includes ranking reports, directory classification and mapping of coverage areas. TMP also provides specific directory recommendations and access to graphic designers specializing in
yellow page ads. Additionally, TMP has negotiated significant advertising discounts for franchisees with yellow page directories, including SBC, Bellsouth, Yellow Book and DEX Quest.

Another benefit of working with TMP Directional Marketing is access to the measurement of results from yellow pages advertising using standard call, remote call forwarding and phantom numbers. TMP provides sourcing and customer service data such as time of call, missed calls, rings to answer, identification of caller and length of call. This data can be analyzed to identify peak calling times, record caller addresses for follow up mailings and develop socio-economic profiles of callers.

Public Relations
The public relations professionals work with individual franchisees to create news releases about local events and distribute those releases to the franchisee’s local media. These professionals also work with senior management to create news releases for the insurance trade industry that promote the Brooke franchise and increase franchise value. The public relations professionals have retained eNR Services, a Connecticut-based marketing firm that specializes in grassroots public relations, to assist with the distribution of local news releases to local media. The public relations professionals assist franchisees in identifying newsworthy events and drafting news releases. These professionals also work with eNR Services to develop six byline articles each year for distribution on behalf of franchisees.

eNR Services assists the public relations professionals in the measurement of results from local news releases with monthly media reports that provide news release activity, newspaper circulation and estimated impressions.

Additionally, the public relations professionals utilize PR Newswire to distribute news releases to
larger audiences, such as the insurance trade industry.

Lead Generation
The lead generation professionals organize their activities into internally and externally generated
leads. Internally generated lead activities include support for individual franchise Web sites, the www.
BrookeAgent.com Web site for all franchises, and the 866-77-AGENT and 866-99-FAXIT toll-free numbers for all franchises. Externally generated lead activities primarily include lead purchases from third parties.

Lead generation professionals consult with franchisees to host, customize and personalize their
Web sites. Individual franchise Web sites are linked to the www.BrookeAgent.com site, which typically
improves search engine performance rankings.

Lead generation professionals are also responsible for the development of the www.BrookeAgent.com Web site, which is specifically designed to attract consumers for franchisees. Each month, approximately 11,000 visitors use the site’s agent locator tool and view approximately 60,000 pages. The www. BrookeAgent.com site is generating leads for franchisees at a growing pace.

A pair of toll-free telephone numbers, 866-77- AGENT for voice calls and 866-99-FAXIT for fax calls, is made available to all franchisees by the lead generation professionals. When calls are received on the voice toll-free line, callers may use the automated system to automatically transfer their calls to a franchisee or choose to speak with a live operator who will also transfer their calls to a franchisee. When faxes are received on the toll-free fax line, operators automatically forward the faxes to franchisees via e-mail.

The lead generation professionals also purchase leads from third-party vendors such as NetQuote,
InsureMe and AllQuotes. Volume discounts have been negotiated with these vendors and leads are tracked to monitor cost effectiveness.