Digital proposal summary

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Digital proposal summary

  1. 1. PEKIN INSURANCE Digital Media Strategy
  2. 2. MONOLOGUE BRAND CONVERSATION
  3. 3. DIALOGUE BRAND CONVERSATION
  4. 4. MULTILOGUE BRAND CONVERSATION
  5. 5. THE CONVERSATION HASN'T CHANGED
  6. 6. THE CONVERSATION Y A LL R E HASN'T CHANGED ^ The way we have the conversation has changed & The goals are tighter and more measurable
  7. 7. DIGITAL STRATEGY • The Digital Landscape • Build a Solid Foundation • Drive Traffic • Improve Visibility • Generate Leads
  8. 8. THE DIGITAL LANDSCAPE
  9. 9. PEKININSURANCE.COM
  10. 10. COMPARISON PekinInsurance.com Insurance Industry 0:37 Average Time on Site 3:27 Average Number of 3.14 1.3 Pages Viewed 60% New Visitors 37% 85% Bounce Rate 49%
  11. 11. TRAFFIC 112,000 visitors in one month 13% 97% from direct traffic 11% 48% 14% 7%
  12. 12. INTERCONNECTION 66% of online search users are driven to search for information about a particular company, product, service or slogan by an offline channel Source: iProspect “Offline Channel Influence on Online Search Behavior,” 2007
  13. 13. MISSED OPPORTUNITY • 112,000 visitors in one month from direct traffic • 85% leave the site without clicking to a second page • Spending less than one minute on the site • 60% new visitors = low returning visitor rate • Engagement with a site is critical
  14. 14. WHO SEARCHES? • 74% of women are online • 74% of men are online • 93% of 18-29 year olds are online • 81% of 30-49 year olds are online • 74% of American adults are online Pew Internet & American Life Project
  15. 15. AUTO INSURANCE • Online auto insurance shopper volume has increased and price is the key driver of consumer choice • 90% of those looking to replace an existing policy cite price as the reason • Mostconsumers apply online and search is the second most used resource in the shopping process trailing only issuer websites • 56% of shoppers apply online
  16. 16. HOW ARE THEY SEARCHING? “Car insurance” drove more search referrals than any other non-branded term car_insurance auto_insurance insurance related car_insurance_quotes auto_insurance_quotes cheap_car_insurance cheap_auto_insurance car_insurance_comparison car_insurance_companies auto_insurance_quote car_insurence car_insurance_quote
  17. 17. LIFE INSURANCE • 43% of Buyers perform an activity online either researching, purchasing or both • Of the users who both researched and purchased life insurance online: • 59% were male • 68% more likely to have HHI of $100k • 59% are 25-44 years old • 53% use the internet 22+ hours per week • 67% are the primary household decision maker
  18. 18. BUILD A SOLID FOUNDATION
  19. 19. ANATOMY OF A LOCAL SEARCH RESULT Paid Search Local Search Organic Search
  20. 20. Organic Search Paid Search Local Search
  21. 21. EXISTING CONCERNS • Homepage URL Redirect • Old/non-existent pages indexed in the search engines • Scalability for future digital trends (mobile, social, video, etc.) • W3C code compliance issue • Missing meta-tag data • Canonical domain issues • Poor inbound link keywords
  22. 22. RECOMMENDATION • Phase One: Server Architecture and CMS Conversion • Phase Two: Web Policy and Brand Enforcement • Phase Three: Keyword Development • Phase Four: Content Optimization • Phase Five: On-going Optimization and Reporting
  23. 23. BENEFITS • Improved management and scalability of website • Uniform look and feel • Improved interaction with consumers and agents • Increased organic web traffic • Improved quality of web traffic • On-going performance reporting
  24. 24. DRIVE TRAFFIC
  25. 25. Organic Search Paid Search Local Search
  26. 26. TRUSTED REAL ESTATE 40% of consumers believe companies whose websites are at the top of the search page are the top brands in their field Source: Jupiter Research Report
  27. 27. US MONTHLY SEARCHES Insurance: 101,000,000 Auto Insurance: 16,600,000 Health Insurance: 7,480,000 Life Insurance: 5,000,000 Business Insurance: 1,220,000 Homeowners Insurance: 550,000
  28. 28. REGIONAL MONTHLY CLICKS Illinois, Iowa, Indiana, Ohio and Wisconsin Insurance: 57,060 Auto Insurance: 6,870 Health Insurance: 2,610 Life Insurance: 1,470 Business Insurance: 330 Homeowners Insurance: 270
  29. 29. PAID SEARCH •Corporate sponsored paid search •Target most competitive keywords •Statewide coverage will fill in gaps from agent sponsored search •Leads directed to corporate website and routed to appropriate agent
  30. 30. CONTENT • 95% of the activity taking placing on the internet does not involve search • Hult has identified 250 content sites with 38M unique visitors on which to place Pekin Insurance branded advertising
  31. 31. IMPROVE VISIBILITY
  32. 32. Organic Search Paid Search Local Search
  33. 33. WHY LOCAL SEARCH • Consumers have made online search engines their primary resource for local business information • 93% of online users now use the internet as an information source when shopping locally for products and services
  34. 34. LISTING MANAGEMENT Content rich, location specific data is manually submitted to each engine and directory Enhanced, 100% accurate data with strong rankings on local searches Consumers find your business listings and visit or call their local Pekin Insurance Agent
  35. 35. LISTING MANAGEMENT
  36. 36. GENERATE LEADS
  37. 37. Organic Search Paid Search Local Search
  38. 38. LOCAL PAID SEARCH
  39. 39. LOCAL PAID SEARCH • Templated Landing Page • Pay Per Click Media Budget • Optional Call Measurement Number • 24/7 Access to Reporting Portal
  40. 40. TEST MARKET • Rockford, IL: 4 Locations • Madison, WI: 5 Locations • Peoria, IL: 6 Locations • Springfield, IL: 7 Locations • Cincinnati, OH: 6 Locations • Milwaukee, WI: 4 Locations • Champaign, IL: 4 Locations • Quad Cities: 7 Locations • Bloomington, IL: 4 Locations • Iowa City: 1 Location • Des Moines, IA: 9 Locations
  41. 41. CASE STUDIES What they did: • Began with Google AdWords in 2006 • Began placing ads on Google’s Content Network in 2006 • Tailored AdWords tools and features to their advertising goals “As a company, we have a strong What they accomplished: pedigree in television and direct • Increased site traffic: 27% of site visitors mail advertising, and were particularly impressed with how came from AdWords quickly AdWords had a positive • Drove sales: AdWords accounted for 86% of impact on our business. It accounted for four percent of our Internet business growth total business in 2006 and five • Reduced Cost: Used Placement Performance percent in 2007.” Reports to target best-converting domain sites, -- Michael Musselman lowering cost-per acquisition (CPA).
  42. 42. CASE STUDIES What they did: • Started with Google AdWords in 2006 • Regionally targeted their campaign to New Jersey • Focused budget on the top-performing keywords • Implemented conversion tracking and position preference to monitor return on investment “AdWords is a focal point of how we drive business to our direct- What they accomplished: quote website. It’s a sure thing for • Increased visibility: Increased traffic to their us, and we’ll use it extensively in website by 60% the future.” -- Joe Del Sordo, Director of IT • Acquired more customers: Increased new business by 40% • Increased conversions: Adjusted ad text and keywords to improve conversion rates by 50%
  43. 43. BUDGET RECOMMENDATIONS
  44. 44. WEBSITE DESIGN AND OPTIMIZATION • Phase One: Site architecture overhaul to include new CMS, transition of existing server environment, and W3C compliance. • Phase Two: Web policy development and communication • Phase Three Keyword development • Phase Four: Content Optimization • Phase Five: Ongoing Optimization and Monthly reporting • Total: $50,000
  45. 45. CORPORATE PAID SEARCH & DISPLAY • Top 15 keywords • Geo targeted to Illinois, Indiana, Iowa, Wisconsin and Ohio • Pay Per Click pricing... only pay for what you get • $24,900 per month media • Banner Ad Development $3,000 • Set up and Reporting $3,000
  46. 46. LOCAL PAID SEARCH •57 Locations •$280 Monthly per Location •Total Monthly: $15,960 •6 Month Test: $95,760 •Set up Fee: $50 per location, $2,850
  47. 47. RETURN ON PPC AD SPEND • Potential Monthly Clicks: 85,890 • Potential Monthly Spending: $1,511,700 • Recommended Monthly Budget: $18,900 (1.25% of potential) • Estimated Monthly Clicks: 1,074 • EstimatedCustomers per Month: 107 (assuming 10% conversion rate) • Average Customer Value: $795 • Estimated Monthly Sales: $85,065 • Estimated 6 Month Sales: $510,390
  48. 48. LISTING MANAGEMENT •1,472 Offices •$50 per office •$73,600 annual •Set up Fee: $6,000
  49. 49. SUMMARY • Website Design, Development and Optimization: $50,000 • Corporate Paid Search and Display (6 months): $149,400 • Listing Management: $73,600 • Agent Paid Search (6 months): $95,760 • Creative Services and Set up: $16,850 • Total Investment: $385,610

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