1. Coverholder initiatives
LLoyd’s Branding, marketing & education
Stephen Moore, Manager, International Market Development Matt Drage, Marketing Communications Manager 3 November 2011 AS

2. INTRO & AGENDA The Coverholder Programme:
Continuing programme of initiatives
Making it easier to do business with Lloyd’s
Developing the channel, subject to proper controls
Today’s agenda:
Reminder of strategic objectives
What have we done this year
What is coming up and feedback from you AS

3. Context: - strategic importance
A reminder of Lloyd’s strategic plan …
Make placing business into the Lloyd’s market easier & more efficient
Promotional & educational activities for existing & potential coverholders
Provide robust oversight of coverholder business
To inform our work: -
2010 survey of 400 coverholders & EU coverholder event
Structured interviews with brokers, agents and country managers
Structured interviews with MGA ‘advisory panel’ AS

4. Progress to vision AS

5. PROGRESS to vision: MARKETING & COMMS
VISION: - Regular targeted communication - Easy to find information to understand & explain Lloyd’s - Coverholders well informed about Lloyd’s
STARTING POINT
No easy way for retail brokers
To find their nearest Lloyd’s
coverholder
Coverholders lacking the
tools they need to promote
themselves
No consistent communication to
coverholders on key issues
Confusion over the Lloyd’s
brand and when it can be used
Today
New Coverholder Directory live
Lloyd’s Quick Guide explains
how Lloyd’s works
New e-bulletin:- ‘Coverholder
News’ launched
New coverholder website
Release of new brand
Guidelines
COMING UP -
Marketing Fact Sheet to help coverholders explain Lloyd’s to clients
New branded policy jackets to be piloted
‘Coverholder plaque’ pilot for approved US coverholders SM

6. What have we done: coverholder experience A ‘Quick Guide’ to help you explain how Lloyd’s works
Questions: - Do you use Quick Guide and is it helpful? - What more do you need?
MC/SM
Information pages fall underneath the section heading pages. The information page is highlighted in the left hand column. Any links in the body of the page are shown again in the right hand column. Users can expand headings to show the information they need.

7. What have we done: coverholder experience New marketing & educational material for coverholders
Questions: -
- Do you use the web site and is it helpful?
- How can we make it better?
MC/SM
Information pages fall underneath the section heading pages. The information page is highlighted in the left hand column. Any links in the body of the page are shown again in the right hand column. Users can expand headings to show the information they need.

8. New coverholder e-bulletin: - Coverholder News
WHAT WE HAVE done : COVERHOLDER EXPERIENCE
New coverholder e-bulletin: - Coverholder News
Next edition coming soon: -
Lloyd’s Brand Guidelines
The Coverholder Toolkit
Lloyd’s results
Updated reporting standards
Coverholder week
MC/SM
Questions: -
- Did you see it?
- Was it helpful?
- How can we make it better?

9. WHAT WE HAVE done : COVERHOLDER EXPERIENCE
Clearer coverholder brand guidelines - supported by a new Coverholder Sub-Brand - building pride & engagement as part of a community
Brand guidelines available at : PM

10. WHAT WE HAVE done : COVERHOLDER EXPERIENCE
What is new?
A new brand
Promotional material
Extended use
Website
Business Cards
Letterheads
As well as product specific material (if 100% written through Lloyd’s)
Simpler guidelines
- With a new emphasis PM

11. What have we done: EVENTS & networks
Sense of pride & engagement as part of community - local associations & networks - varied range of local & London events
At the start
No London events
Limited local events
Associations or networks in 2 countries
Today
AAMGA, EU Coverholder & Audit events and Technology forum in London
Local class of business & awards events & networking opportunities
Associations & networks in 8 countries*
* = UK, Ireland, France, Sweden, Switzerland, Italy, Spain, Hong Kong

12. PROGRESS to vision: EDUCATION
VISION: - range of guidance & educational offerings - clear pathway from introductory to advanced learning - easy to find & use training & guidance materials
STARTING POINT
Many coverholders found Lloyd’s confusing
Coverholders interested
In learning more, but
no accessible training
Lack of awareness of Lloyd’s
amongst prospective
clients and coverholders,
especially in yr age group
CURRENT POSITION
Strategic review of educational
requirements in 2010
New educational materials available on
LLMIT on-line training is live
The Coverholder Toolkit is live
Australian Diploma launched
COMING UP
Promote LLMIT globally via country managers
Delegated Underwriting
Module in LMA Academy
Inwards visit programme to be considered
ACII Diploma to be
considered SM

13. What have we done: the coverholder toolkit
A clear and simple guide to doing business with Lloyd’s an on-line one stop shop for coverholder information SM

14. Who has it been designed for?
What have we done: LLMIT
Who has it been designed for?
Those new to the London Insurance Market
Those wanting a wider understanding of how the market operates
Managing agents Lloyd’s brokers
Non-Executive Directors Professional services Regulators Risk managers
Coverholders Overseas brokers

15. What have we done: LLMIT
What does it consist of?
A user friendly e-learning course
Downloadable learning material
A 90 minute exam covering 75 multiple choice questions
Tests understanding of:
Lloyd’s
Insurance and reinsurance
Classes of business
Legal principles
Contract certainty
Role of brokers
Underwriting
How claims work
Coverholders & delegated underwriting

16. Network of Pearson Test Centres - Europe
Market Intelligence
Market Intelligence
Network of Pearson Test Centres - Europe
Germany
209 UK
414
Denmark 9
Norway 16
Sweden 22
Russia 68
Poland 26
Ireland 26
414
Netherlands 39
Belgium 11
France 60
Austria 19
Switzerland 35
Turkey 13
Israel 22
Spain 77 19
104
Portugal 18
Italy 89
Greece 14
Cyprus 3
Lloyd's International Markets QUICK TOUR
Europe: MARKET UPDATE October 2008 16 16 16 16

17. What have we done: LLMIT
Interested?
1. Visit to purchase the LLMIT package
Corporate prices are available on request at
2. Register for an exam at
3. Complete the exam at a time that suits 17
Presentation name 00 July 2005

18. Further possibilitiesAS

19. What are others in the market doing?
Further possibilities: - Coverholder plaques
What are others in the market doing?
What could Lloyd’s do?
Question: - Would this be of interest in Europe? - Would it add value to you? - What is of most value – a certificate or plaque?

20. Further possibilities: Coverholder club card
We would like to extend some of the benefits of being part of the Lloyd’s family to our coverholders.
Key features of the Coverholder Club Card could include:
Access to the network of Lloyd’s overseas offices for hot-desking and meetings
Access to discounted hotel rates negotiated by Lloyd’s
Access to a password protected internet forum which would allow CH to blog and share ideas/questions
Access to selected discounts at the Lloyd’s shop
Question: - Would this be of interest to you?
Notes
We would like to have your views on how we can help bring value to being part of the Lloyd’s family.
After some internal discussion we have come up with a range of possibilities. Unfortunately, we cannot distribute Lloyd’s building passes to everyone, primarily for security reasons.
But we have a number of other suggestions.
Would any of these add value to you? Can you think of other things we might be able to do to support your contacts with the Lloyd’s market?