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December 12, 2006   Email to Friend 

Let's Talk About .... Our New Ad Campaign
Dave Rickey

New commercials will be rolling out throughout the year. You can see them all on Alfa's updated website.
As Alfa Insurance looks to the future, its new advertising campaign is inviting policyholders and potential customers to sit down with one of the company's 2,500 employees and "Let's Talk About Tomorrow."

Alfa Vice President of Public Relations Dave Rickey said the new campaign reflects Alfa's growth and vision as well as its dedication to safeguarding customers' futures.

"Through research, we found the public seemed to have a broad awareness of Alfa, but less understanding of what we do," Rickey said. "We investigated deeper into the longstanding 'Call Alfa' slogan. We realized we wanted to offer consumers more than just a phone call; we wanted to stress the conversational aspect of our agents. This also gives us a broader way to promote all of the services Alfa has to offer."

The new advertising campaign, developed in conjunction with Lewis Communications in Birmingham, includes a new slate of television commercials, print ads, radio spots, billboards, sports advertising and a new website.

"Let's Talk About Tomorrow," capitalizes on Alfa's strength as a hometown insurance company. With agents in 13 states, including all 67 Alabama counties, Alfa has become valued as a company that not only offers fast claims service, but whose agents and customer service representatives know their clients by name.

"One purpose of the new campaign is to entice the customer to initiate the call," said Executive Vice President of Marketing Herman Watts. "After that, it's the agent and CSR's job to examine the customer's needs and hopefully develop a lifelong relationship with that family."

Potential customers can find an Alfa agent in their area by using the revamped agent locator service at, www.LetsTalkAboutTomorrow.com. The locator allows users to search for agents using zip code, county, city and/or street address. A quick search also has been added to the top of the homepage, and driving directions and an enlargeable map help customers better find their agent's office.

"We hope the new enhancements will make it even easier for customers to find an agent," said Vice President of Marketing Communications Christy Cantrell. "The overall look of the main Alfa website was changed as well to make it more customer friendly."

The "Let's Talk About Tomorrow" satellite website gives facts about the new advertising campaign, Alfa products and the company's people. In addition, it links to Alfa's corporate site, www.AlfaIns.com, which gives more detailed information about Alfa.

"This is a very popular form of marketing and just serves as one more way to communicate with our customers," Rickey said.

"This doesn't replace the public, company site, but it gives one more avenue for consumers to reach us."

Football fans across the Southeast were among the first to get a glimpse of the "Let's Talk About Tomorrow" advertising campaign. Although the slogan will be used at football, basketball, soccer and baseball events, it already is appearing on scoreboards and displays at the University of Alabama, Auburn University, the University of Georgia, Ole Miss, Mississippi State University, the University of Southern Mississippi, Troy University, UAB, Jacksonville State University and Huntingdon College.

The new television commercials blend humor and thoughtful messages to emphasize that Alfa agents are caring, thoughtful people who work one-on-one with their customers.

"This campaign covers so many aspects of Alfa, I believe it will increase awareness of what we have to offer and create a buzz," Rickey said. "When people begin seeing and recognizing our ads, we have the potential to create dialogue with our customers that will help us better serve their needs as they respond to the invitation to 'Let's Talk About Tomorrow.'"


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