1. º
ALEXANDRA MOREHOUSE AAA ACCOMPLISHMENTS:
Scope: Managed 200 + employees in 14 different departments. Budget of over $100 million. Developed enterprise
expansion, distribution and marketing strategies in over 20 states.
STRATEGIC ACCOMPLISHMENTS
Delivered incremental revenues of $102 million, ultimate amounting to one third of all corporate revenues
Developed and implemented highly successful lead flow pipeline for insurance sales agents
Grew revenues at 20-30% higher than the industry average every year since 2004
Reduced cost per lead over 50% through aggressive use of new and emerging media.
(Mobile applications, social media, digital)
Increased retention 2.7 points, resulting in $48mm increase to net profits
NUMBER OF LEADS GENERATED
1,000,000 825,389 875,000
720,266 759,109 765,551
750,000 561,452
500,000 374,923
250,000
0
0
2003 2004 2005 2006 2007 2008 2009 2010
Cost/Lead: $0 $15.12 $13.02 $13.83 $19.14 $23.00 $9.69 $9.50
BRANDING
Prior to 2002, no brand standards, architecture, nomenclature or policy existed.
Initiated and chaired a Branding Committee with national representation across all AAA clubs in North America.
Developed uniform brand standards, architecture and naming conventions. Instituted annual brand tracking with
Landor BAV
Implemented new brand standards across 12 different legal entities and 200+ systems so that brand was
represented consistently across all billing, marketing, web and regulatory notifications.
Renovated over 150 retail locations, 3 call centers, 2 claims centers and built new
main office to conform to brand standards
Launched two highly successful new brand extensions.
ADVERTISING
Revitalized brand look, feel and expression for a 100 year old brand. Raised relevance
and differentiation 5 points when compared to 2,500 other brands.
Expanded brand advertising from 3 states to 26
Increased brand awareness and consideration 23% on a reduced marketing budget
Implemented strict measurement and controls to ensure ROI could be assigned to all
marketing activities.
Dramatically expanded digital, social media and mobile marketing in place of more expensive traditional
media buys.
Expanded from traditional media to mobile applications, social media, extensive use of digital and
search. Reduced cost per lead by over 50% by moving away from TV
and print.
2. PUBLISHING
Increased revenue sales from advertising year-over-year for 9 years, despite deep decline
in the publishing industry.
Expanded magazine circulation to 5 additional states.
Won two Lowell Thomas awards for publishing excellence
PUBLISHING AFFAIRS
Won over 30 national awards for media relations, philanthropy and volunteerism, including the Points of Light
award from President George H.W. Bush.
Earned over $56 million ad-equivalent dollars in press coverage, as measured by Competitrak
Launched highly successful Hispanic media relations campaign, resulting in increased penetration of that
market.
Wrote and passed over a dozen pieces of traffic safety legislation
DATABASE MARKETING AND ANALYTICS
Developed and implemented a customer marketing database with campaign management tools to automate
marketing programs and enable rapid test-and-learn.
Developed a comprehensive database of all desirable non-customer prospects.
Applied overlay of 900 + geodemographic data elements to better profile & segment customers.
Developed analytic portfolio to include highly accurate lifetime value model, propensity
to buy model, attrition model and a full suite of segmentation schema.
Implemented extensive quantitative and qualitative research and competitive studies. Deployed conjoint
analysis for pricing and bundling across all product lines.
Implemented NPS score for all business lines and across critical transactions.
MARKET RESEARCH AND COMPETITIVE INTELLIGENCE
Transformed research function by establishing first enterprise-wide knowledge management system with open access
for all employees
Published annual competitive assessment as cornerstone of strategic planning
Executed all pricing, advertising, brand, customer satisfaction and Net Promoter score research
Translated research results into corporate strategy: product innovations, operational improvements and
marketing/advertising tactics
Developed psychographic target segment, which were implemented within corporate strategy