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Transcript

  • 1. Progressively moving into New Media By: Kelly Hicks
  • 2. The Progressive Movement
    • Progressive Insurance provides commercial and personal auto, home, and motorcycle insurance and other related services throughout the US.
    • The company utilizes traditional media, and is famously represented by “Flo” in their advertisements
  • 3. The Challenge
    • Progressive has to get potential customers EXCITED about car insurance
    • The company faces stiff competition from major competitors such as Geico and AllState on the basis of
      • Price
      • Customer Service
      • Geographic Coverage
  • 4. The Goal
    • The Goal for this strategy is to increase the brand awareness and to keep consumers actively engaged with brand through social media.
    • The Opportunity for company growth exists in the different forms of online media and mobile technology.
  • 5. The Theme
    • The Theme for the Progressive Strategy is “Progressive was there for me when…”
    • “Progressive was there for you when….” Will allow current customers to share the hilarious and funny stories on how Progressive Insurance was there for them in the craziest situations.
  • 6. The Theme
    • What is strategy is try to accomplish is to create a new way for consumer to be actively engaged with brand, while highlighting the value of their customer service.
      • For Example: Progressive was there for me when my boyfriend caught me cheating and decided to get me back, by busting the windows out of my car.
  • 7. The Components
    • Blog Site
  • 8. How Will It Work??
    • The main page for “Progressive was there for me when” will be implemented on a special blog page.
    • The posts that are the most hilarious will be updated on twitter.
    • The funniest post will also be on the Facebook page, but it will be a balance between funny, but the appropriate posts and company updates and discounts
  • 9. Metrics of Success
    • The main page for “Progressive was there for me when” will be implemented on a special blog page.
    • The posts that are the most hilarious will be updated on twitter.
    • The funniest post will also be on the Facebook page, but it will be a balance between funny, but the appropriate posts and company updates and discounts.
  • 10. Budget
    • The timeline for this strategy is continuous and yearly
    • The budget will be pretty simple and will be as follows
      • The Website development (for the Blog page) - $1,000- $3,000, based of who Progressive chooses to do create the page
      • The extra money it would take to pay employees to actively update and monitor the social pages.
    •