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Digital proposal summary

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  • Transcript

    • 1. PEKIN INSURANCE Digital Media Strategy
    • 2. MONOLOGUE BRAND CONVERSATION
    • 3. DIALOGUE BRAND CONVERSATION
    • 4. MULTILOGUE BRAND CONVERSATION
    • 5. THE CONVERSATION HASN'T CHANGED
    • 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. DIGITAL STRATEGY • The Digital Landscape • Build a Solid Foundation • Drive Traffic • Improve Visibility • Generate Leads
    • 8. THE DIGITAL LANDSCAPE
    • 9. PEKININSURANCE.COM
    • 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. TRAFFIC 112,000 visitors in one month 13% 97% from direct traffic 11% 48% 14% 7%
    • 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. 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. 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. 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. 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. 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. BUILD A SOLID FOUNDATION
    • 19. ANATOMY OF A LOCAL SEARCH RESULT Paid Search Local Search Organic Search
    • 20. Organic Search Paid Search Local Search
    • 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. 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. 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. DRIVE TRAFFIC
    • 25. Organic Search Paid Search Local Search
    • 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. 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. 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. 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. 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. IMPROVE VISIBILITY
    • 32. Organic Search Paid Search Local Search
    • 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. 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. LISTING MANAGEMENT
    • 36. GENERATE LEADS
    • 37. Organic Search Paid Search Local Search
    • 38. LOCAL PAID SEARCH
    • 39. LOCAL PAID SEARCH • Templated Landing Page • Pay Per Click Media Budget • Optional Call Measurement Number • 24/7 Access to Reporting Portal
    • 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. 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. 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. BUDGET RECOMMENDATIONS
    • 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. 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. 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. 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. LISTING MANAGEMENT •1,472 Offices •$50 per office •$73,600 annual •Set up Fee: $6,000
    • 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