A Report on the Actuarial, Marketing, and Legal Analyses of the CLASS Program. Marketing Considerations

10/14/2011

Product design and marketing go hand-in-hand together. Without an attractive product, marketing efforts would be fruitless. Consumer expectation and competition set the requirements for a marketable product design. We believe certain proposed plan designs and the proposed features described in this report have the ingredients for an attractive product. It remains to be seen how the designated plan can be successfully marketed in the worksite marketplace.

There are approximately 140 million workers in the United States. The market in the worksites can be roughly divided into 3 categories: large employers with over 5,000 employees, medium-sized employers with 1,000 to 5,000 employees and the remaining are small employers. There are approximately 8,500 employers with more than 1,000 employees. Included are public employee groups. These three categories deserve distinctive marketing approaches. Workers to be enrolled through individual enrollment would also need special attention.

We intend to assist in developing marketing tactical plans with the intention to leverage the CLASS Program’s position in the following areas.

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