1. 83 Hazel Street • Fayetteville, AR 12345 • telephone: 479-575-2000
GEICO HOME INSURANCE
Strategy Book
2. University of Arkansas • Fayetteville, AR 72701 • telephone: 123-456-7890
H I L L T O P
Advertising Agency
Creative Strategy
University of Arkansas
Dr. Lucy Brown
MARCH 20, 2015
Haley Baker, Murray Lace, Garret Eakins, AJ Kirkland, DeShaun Artis
4. 4
TABLE OF CONTENTS
Executive Summary................................................................................5
Problem Statement.................................................................................6
Situation Analysis...................................................................................7
Opportunity Analysis...........................................................................18
Creative Brief..........................................................................................19
The Executions......................................................................................21
References...............................................................................................31
5. 5
EXECUTIVE SUMMARY
GEICO is very successful in the car insurance sector of the industry, currently
sitting in second place for market share behind State Farm (Insurancejournal.com,
2015). It has 13 million auto insurance policies and insures over 22 million vehicles
(GEICO.com, 2015). In 2012, GEICO spent $414.8 million dollars on auto insurance
television advertising (MarketingCharts, 2012). However, given this success, the time
has come for GEICO to leverage its powerful brand equity to engage consumers and
build awareness around its other services such as homeowner’s insurance. Rolling out
an integrated marketing campaign that highlights the discounts offered to active and
retired military personnel in the state of Texas initially, then to other regions and
eventually nationally will be a great way to create awareness and generate sales for
homeowners insurance.
The company is listed as the fifth cheapest auto insurance company in Texas,
but fails to make the list of those offering home insurance in the state (ValuePenguin,
2015). By implementing an advertising campaign in Texas, GEICO will return to its
military roots and target families of those who are retired or actively serving the
United States. There are currently 25 military bases in Texas including two Navy
bases, five Army bases, eight Air Force bases and 10 Coast Guard bases (About.com US
Military, 2015). With 194,965 people who are actively serving or retired from duty,
launching the campaign in this region is very advantageous (About.com US Military,
2015).
By advertising in a variety of platforms such as social media, magazines, and the
Internet, the issue of consumers not being aware of GEICO homeowner’s insurance
can be solved. Specific outlets to advertise have been chosen based on data collected.
For example, GEICO customers favor Ski Magazine according to MRI data. As a
result, print ads will be featured in the publication. Advertisements will also be
featured on Facebook because more than 90 percent of people between the ages of
18-34 use the social network (MarketingCharts, 2015). According to MRI data, the
majority of GEICO customers are between 18-54.
The create works will be aimed towards military families that are looking to
insure their first home. The tagline for the campaign is, “More than just auto insur-
ance.” This tagline gets the point across that GEICO offers more than just car
insurance. It also reassures consumers that GEICO is a trustworthy, secure,
multi-dimensional brand. Each ad features a military aspect such as the GEICO gecko
with a camouflage hat or an American flag background. Other ads will also highlight
that GEICO insures cars and homes, creating a sense of comfort among those who are
already familiar with the auto insurance policies. Another key element is making sure
that consumers know that special discounts are offered to military personnel.
6. 6
The creative bull’s eye will be a married, 25-year-old military personnel
member with an annual income of around $80,000 who is looking to insure his or her
first home. The regional campaign focuses on military families, so the creative bull’s
eye is very specific. The target audience will be much broader. The overall target au-
dience 25-34-year-olds who are looking to insure their first home that cost them
$50,000-$200,000.
To ensure that the campaign was a success, a survey will be taken in the
beginning, middle and end of the campaign asking people chose at random if they are
aware of GEICO homeowner’s insurance. Sales will also be tracked at the beginning,
middle and end to see if an increase has occurred.
7. 7
PROBLEM STATEMENT
GEICO.com boldly states “GEICO | Auto insurance - Saving people money on
more than car insurance.” This shows that GEICO wants to inform consumers
that the brand offers good value on insurance among other items.
Unfortunately few people know what the other things are. Although GEICO is
a well-known brand in the insurance industry, the company’s advertisements
focus is only on auto insurance. Many people are unaware that GEICO partners
with various other institutions to offer home insurance. Since home and auto
are two of the most expensive assets for consumers, Hilltop Advertising Agency
recommends that GEICO focuses on how it can better market its homeowners’
insurance products. GEICO is not maximizing its brand equity and is leaving
profits ‘on the table’ because it is not leveraging its popularity as an auto
insurance brand to market home insurance, which is a product that is has been
offering customers for years.
Before recommending a creative strategy got 2016 for GEICO’s home insurance,
the following section provides a summary of the current situation of the auto
and home insurance businesses and specifically a review of GEICO insurance.
8. 8
SITUATION ANALYSIS
Business
Insurance Market
The U.S. insurance market can be broken into four main categories: health insurance,
life insurance, auto insurance and homeowner’s insurance. Of these four categories
this report will focus on auto and home insurance policies.
According to Mintel Reports there will be an expected growth within the insurance
industry in the next few years based on favorable demographics and a strengthening
economy, particularly within the auto and housing sectors (Mintel, 2013).
One problem that seems to arise in the insurance industry is automatic policy renewal.
It seems that there is a trend, especially among people 55 and older, to automatically
renew policies with their current provider when policies expire. However, this trend
seems to taper off with the younger generation, from 18-24 and 25-34, as the data below
shows.
With a growing market and changing attitudes towards providers there is a
window of opportunity to expand efforts within the homeowner’s insurance category,
especially among the younger demographics who are more willing to switch auto
companies.
9. 9
Auto Insurance
State Farm and Allstate are two of the largest policyholders in the auto insurance
category and also GEICO’s main competitors. Both of these insurance companies rank
highly in auto and home insurance policies as is clearly stated in the data below.
GEICO was highly rated for its financial strength. A subsidiary of Berkshire Hathaway,
it has received AA+ ratings from Standard and Poor’s, Aa1 from Moody’s and A++ from
A.M. Best. According to Insurance Journal it is the second largest auto insurance
provider in the nation, after State Farm, based on rankings of private auto insurance
policies sold in quarter 3 in 2013. The table below, provided by the U.S. Census Bureau,
shows the top 20 ranked auto insurance policy holders.
Source: U.S. Census Bureau, 2009-2013 5-Year American Community Survey
10. 1 0
Homeowner’s Insurance
Size of the market
The market for homeowner’s insurance has seen an increase in recent years.
According to a Mintel Report compiled from the NAIC there was an approximate
increase of 3.5 percent from 2013-2014 in policies sold. This equates to about $85.6
billion.
Figure 11: Premiums written for homeowners insurance, 2005-14 (est)
Source: National Association of Insurance Commissioners/Mintel
According to the U.S. Census Bureau there are more than 132-million houses in the
market. Of those housing units approximately 87.5 percent are currently occupied. The
chart below shows homeowner occupancy rates from the 2009-2013 American
Community Survey by the U.S. Census Bureau. Non-Hispanic White alone have the
highest rate of homeownership amongst all other ethnicities in the U.S.
11. 1 1
Housing Data by size of market
Subject
United States
Percent
HOUSING OCCUPANCY
Total housing units 132,057,804
Occupied housing units 87.5%
Vacant housing units 12.5%
VEHICLES AVAILABLE
Occupied housing units 115,610,216
No vehicles available 9.1%
1 vehicle available 33.8%
2 vehicles available 37.5%
3 or more vehicles available 19.6%
VALUE
Owner-occupied units 75,075,700
Less than $50,000 9.0%
$50,000 to $99,999 15.5%
$100,000 to $149,999 16.1%
$150,000 to $199,999 15.2%
$200,000 to $299,999 18.3%
Source: U.S. Census Bureau, 2009-2013 5-Year American Community Survey
Top Ranked insurers
According to data compiled from 2009 by NAIC the top five Homeowner’s Insurance
companies ranked by premiums sold were: State Farm (21.58% market share), Allstate
Ins. (10.01%), Zurich Ins. (7.42%), Liberty Mutual (5.07%) and Travelers Grp (4.51%).
A more recent survey by J.D. Power and Associates of homeowner’s insurance
companies based on customer satisfaction in 2012 shows the top 25 companies.
According to J.D. Power and Associates the homeowner’s insurance market has
reached an all-time high in customer satisfaction due to policy bundling. With so
many customers already enrolled in auto policies with GEICO this trend represents a
huge opportunity to intercept the market and provide homeowner’s insurance to
already existing customers.
This table provided by the 2009-2013 Ameri-
can Community Survey, an arm of the U.S.
Census Bureau, shows statistical data of the
size of the homeowner’s market, number of
vehicles available and cost of the home.
The number of vehicles available is
pertinent to the table because it represent
potential opportunities to convert existing
auto-policy holders into bundlers, those who
carry more than one policy with GEICO.
12. 1 2
Texas
The number of homeowner’s who occupy their residence (non-rental/condominium)
residing in Texas as of 2012, according to the National Association of Insurance
Commissioners (NAIC), was about 4.25-million.
Policies written in Texas with a premium covering $200,000-$299,900 made up the
largest portion of policies in 2012 with 23.8% or approximately one-million premiums
sold. The number of premiums sold in Texas as of 2012 NAIC data totaled
approximately four-million for homeowner-occupied dwellings. The average premium
was $1,575 for $200,000-$299,000 home. Other notable coverages averaged: $947
($75,000-$99,000), $1,103 ($100,000-$124,999), $1,208 (125,000-149,999), and $1,296
($150,000-$174,999).
13. 1 3
Top Ranked Insurers, Texas
The chart below, provided by Texas Department of Insurance, shows the top ten
homeowners insurance providers by premiums sold in 2013.
Providers to be noted from the list are State Farm, Allstate and Liberty Mutual as they
are also top competitors in the auto insurance market.
The table below shows the top ranked providers in Texas. This will help with
identifying competition based on premiums sold. It also shows the size of the
premiums sold allowing us to identify potential market size and sales opportunities.
The table shows the market shares of each of the top ten providers, which is a good
indicator of realistic competition as well. For instance State Farm is ranked number
one, but it has a 26.76 percent market share which tells us we would do better
competing against the second ranked insurer that has a lower market share.
The next section will examine GEICO’s brand in more depth.
Rank
NAIC
#
Texas Department of Insurance Top 10
Homeowners Insurance Providers
Company
Premium $
Market
Share %
Total Top 40 Homeowners Premium 6,505,863,138 90.64
All Other Homeowners Premium 671,869,718 9.36
Total Homeowners Premium 7,177,732,856 100.00
1 43419 State Farm Lloyds 1,920,865,990 26.76
2 21695 Texas Farmers Insurance Company 632,816,991 8.82
3 26530 Allstate Texas Lloyd's 427,254,350 5.95
4 11120 USAA Texas Lloyd's Company 337,663,320 4.70
5 25941
United Services Automobile Associa-
tion
287,807,896 4.01
6 11215 Safeco Insurance Company of Indiana 256,816,558 3.58
7 29688
Allstate Fire and Casualty Insurance
Company
221,997,070 3.09
8 42404 Liberty Insurance Corporation 188,487,190 2.63
9 11059 ASI Lloyds 172,032,066 2.40
10 41564
Travelers Lloyds of Texas Insurance
Company
149,235,259 2.08
14. 1 4
Brand
The name GEICO is an acronym that stands for Government Employees Insurance
Company. When first established in 1936, the company targeted a customer base of
U.S. government employees and military personnel. Today, the company has grown to
provide insurance to a wide range of customers outside of the government and
military. GEICO now provides insurance for over 22 million vehicles; according to
GEICO’s corporation (GEICO.com, 2015) GEICO is an insurance company whose main
focus is on auto insurance. Apart from auto insurance, GEICO provides insurance for
many other objects and situations such as homeowners, renters, life, flood and pet
insurance.
GEICO views itself as a high-quality, low-priced insurance company who is an active
participant of the community. GEICO is just as committed to providing outstanding
community service as it is providing outstanding customer service to their
policyholders (GEICO.com, 2015).
Community Service
GEICO has partnered with the Girl Scout Council of the Nation's Capital in their
mission to build courage, confidence, and character in girls in order to make the world
a better place. GEICO launched the DASHboard program in 2008 to help girls in 6th
through 12th
grade make smart choices, prevent accidents, and save lives. (GEICO.com)
Awards and Ratings
The United Way of San Diego County has awarded GEICO its Best Practice Award in
the category of Best Large Company for its partnership and contributions to the
organization. GEICO has supported the United Way of San Diego County for more
than a decade and increased its support from close to $315,000 in 2012 to almost
$380,000 in 2013. (GEICO.com, 2015)
15. 1 5
A.M. Best, a leading independent analyst of the insurance industry, has consistently
given GEICO its highest A++ rating for financial strength. Only 5 percent of Property
and Casualty companies earn this superior rating according to GEICO’s website.
Standard & Poor's (S&P) has awarded all GEICO affiliates an AA+ rating for financial
strength
-‐
a very strong rating. And GEICO has earned the Standard & Poor's coveted
Security Circle designation. That means GEICO underwent S&P's most rigorous
review and achieved top ratings for financial strength. (GEICO.com, 2015)
GEICO also recently edged State Farm to grab the top spot in the insurance category in
the US Buzz rankings, which measure consumer’s perceptions of brands by asking if
respondents have heard anything about the brand during the prior 2 weeks and if it
was positive or negative. GEICO scored a 19.3 while State Farm scored 18.6 (Marketing
Charts, 2015)
Military Discounts
GEICO still holds strong values about the military and continues to recognize the
troops' important service to our country with special discount programs and service
options, whether they are deployed domestically or abroad, in peacetime, or in times
of conflict. GEICO is always committed to providing members of the military the
service and respect that they deserve. One of the ways GEICO recognize the troops is
by offering Emergency Deployment Discounts to military members when they deploy
into imminent danger pay areas, which are designated by Department of Defense and
approved by Congress. (GEICO.com)
16. 1 6
Consumers
Data compiled in 2011 by the National Association of Home Builders (NAHB) from the
U.S. Census Bureau, the American Housing Survey and the Department of Housing
and Urban Development shows that first-time home buyers tend to be somewhere
between the ages of 25 and 34. According to this data the number of first-time home
buyers in 2011 was just over three million. These buyers were mostly white non-
Hispanic couples with a household size between two and three people. They had a
medium income of about $81,715 and made up about half of first-time buyers in 2011.
17. 1 7
Characteristics
On average they pay between $50- and $200-thousand for their first home, according
to NAHB. These homes are usually single-family dwellings. Also, they make their
considerations for a new home based on factors such as work, look and design of the
house and the house alone. They tend to be career-oriented at this stage in life and are
usually just starting a family or thinking about it.
Insights
Consumers ages 18-34 tend to be more up-to-date with the latest technology available.
According to Robyn Kaiserman, an analyst for Mintel, agents have become much less
important in purchase decisions for those younger than 35 and company websites are
almost as important to those consumers as it is to agents. Looking at the graph below
by Mintel family and friends seems to be the most important factor in choosing
insurance then agents followed by the company website. The report also highlights the
importance of easily accessible online tools such as quote generators.
18. 1 8
Communication
GEICO is known for the many characters they use in their advertising campaigns such
as their most recognizable, the GEICO Gecko which was introduced in 1999 due to the
mispronunciation of the company’s name. The name “GEICO”
was always
mispronounced “gecko”
so in 1999 the idea for the Gecko grew from a creative session
at GEICO's ad agency, the Martin Agency. The Gecko has since been GEICO's
spokesperson and ambassador of great customer service and quick rate quotes. The
Gecko has even been invited to make special appearances at venues all over the
country as a mascot for the company. A few years after the creation of the Gecko,
GEICO launched the “So easy a Caveman can do it”
ad campaign featuring a caveman
that quickly became associated with the brand as well. Other memorable characters
associated with GEICO throughout the recent years have been Maxwell the pig and
the “Hump Day”
camel.
When communicating with the public, GEICO has used humor appeals and character
associations in their ads, to which viewers can relate. People find humorous ads and
characters memorable and enjoyable. It strengthens the ad’s likeability, and this good
feeling can be transferred to feelings about the brand.
Competitors such as Progressive and State Farm take a similar approach using humor
and character associations in their ads. Progressive uses Flo as a recurring character in
their advertisements similar to GEICO and the Gecko. GEICO differentiates itself from
other competitors by introducing multiple animal characters that can be associated
with the brand without always having the Gecko constantly present in each ad.
19. 1 9
SWOT Analysis
!
STRENGTH WEAKNESS
OPPORTUNITY THREATS
With GEICO having served
military families for over 75 years,
this is a strength when it comes to
credibility and experience among
this group. GEICO is the second
largest auto insurance company
which means the customer base is
already large. As this plan strives
to turn current GEICO auto
insurance users to GEICO home
insurance users, being a major
player in the auto insurance
industry is a strength.!
GEICO is not known for
homeowners’ insurance and is not a
leader in this type of insurance.
GEICO does not even rank in the top
five for homeowners’ insurance
carriers according to the NAIC.
GEICO auto insurance is also not the
market leader. GEICO is also not
included in the 2012 J.D. Power and
Associates Homeowners’ Insurance
Customer Satisfaction Index Ranking
!
!
Competitive pricing from other
home insurance providers. Product
bundling can be a threat because
the competition is good at it and
GEICO is just now breaking into
bundling products.!
Expand customers of homeowners’
insurance by making current
customers aware of the option to
have both home and auto insurance
through GEICO.
While GEICO has been very good at
advertising their auto insurance they
don’t aggressively promote the other
insurance policies that they offer.
Strategically, they need to advertise
their other policies such as
homeowners so that consumers are
aware that it is offered by GEICO.
20. 2 0
OPPORTUNITY ANALYSIS
Efforts of the proposed campaign are focused on penetrating the market for
homeowner’s insurance in Texas by raising awareness of GEICO’s homeowner’s
insurance policy offerings.
Targeting
The target demographic for this campaign focuses on first time home buyers
from ages 18-44. These individuals tend to be heavy users of social media and
respond better to television and radio ads, according to Mintel Reports. They
are also very reliant on up to date technology and information sources.
Therefore online platforms will be vital for information broadcasting.
The target profile tends to rely heavily on family and friends for insurance
advice. They rely less on insurance agents and more on company websites and
other electronic information. It is vital to keep the company website up-to-date
and constantly search for new ways to improve information channels.
Military
The military represents a major target for the campaign as well. The idea
behind targeting military individuals is to incorporate the already standing
relationship that GEICO has with military individuals. This will promote
positive brand attitudes, especially when there is such a high esteem for the
military in recent years.
Legal
Homeowner’s insurance is required by mortgage companies that have a lean on
a house. With an increasing housing market this means that more consumers
will be looking for first time homeowner’s insurance. This allows an
opportunity to both attract new customers and convert existing policy holders
by providing bundling options and discounts for loyalty.
Pricing and Interaction
Low cost is one of the main factors for selecting homeowner’s insurance
premiums, according to consumer surveys such as J.D. Power and Associates.
GEICO is highly rated for its low-priced auto policies and has a 4 out of 5 rating
by J.D. Power and Associates. This trend will carry over to the homeowner’s
policies to allow GEICO a competitive advantage in the market place.
Customer service is another big factor in choosing policies. According to J.D.
Power and Associates GEICO currently ranks low for interaction with policy
holders. This represents a critical opportunity to better interact with customers
and build rapport throughout the campaign. GEICO should continue to focus
efforts on creating a connection to homeowners. Some ways that GEICO can
connect with consumers and provide excellent customer service is by creating
customer satisfaction surveys to highlight areas of improvement.
21. 2 1
CREATIVE BRIEF
BACKGROUND
GEICO’s auto insurance enjoys high level of awareness, but not its home insurance,
which is now only offered in collaboration with strategic partners. GEICO can utilize
its auto insurance reputation to promote its home insurance offerings. Given the
current positive perception of people who risk their lives for their country and
GEICO’s auto insurance history, which is rooted in the military, rolling out GEICO’s
branded home insurance could be successful among military families.
OBJECTIVE
Marketing: To achieve an increase in year-over-year sales by 5% by the end of 2015.
Communication: To initiate sales for first time homebuyers, increase awareness and
knowledge of Geico homeowner’s insurance.
TARGET AUDIENCE
“Stable Sergeant”
First-time military-affiliated homeowners with an average
household income of $80,000+.
TARGET PROFILE
Allen is a 30-year-old married Texan with one a seven-year-old boy. He is getting
deployed in one month and needs homeowners insurance so he can know his wife and
son are protected while he is away. The family of three is looking to spend
$50,000-$200,000 for their first home with a household size of two to three people. He
is an avid user of Instagram and Twitter, reads Ski Magazine and listens to music on
Spotify.com.
KEY CONSUMER INSIGHT
A home is a symbol of stability, security, comfort and love of family. Insurance is a part
of the legal process of acquiring a new home.
CURRENT POSITION
Consumers believe that GEICO is only a car insurance company.
REPOSITION
When consumers in Texas need home insurance GEICO’s homeowner insurance is
top-of-mind
PROMISE/RTB
• Coverage at an affordable price. (State Farm: $257.83, Geico: $136.50 when filling
out a quote using identical information. Save $121 with Geico)
• GEICO Insurance agents are available to answer questions and assist with
policy
• Discount on home insurance for GEICO auto insurance owners
• Discount 25 % for active and retired military personnel
22. 2 2
MESSAGE
GEICO offers affordable homeowners insurance to everyone, especially military
families.
TAGLINE
“More than just auto insurance.”
MANDATORIES
Tagline and GEICO’s gecko character.
BRAND PERSONALITY
Humorous, unconventional and affordable
TONE
Emotional, sincere, multi-dimensional and safe
MEDIA
Social media (including Instagram and Facebook), Ski Magazine, Spotify.com and
Centric TV.
27. Story Board
Action:
Gecko
is
marching
through
the
kitchen
with
the
children
following.
They
are
all
playing
while
she
is
watch-‐
ing
and
preparing
dinner.
On
the
fridge
in
the
background
is
a
photo
of
the
husband
in
military
uniform.
Dialogue:
Children
and
laughter
in
the
background
mutter-‐
ing
with
the
gecko
Gecko
“I
don’t
know
what
I’ve
been
told,
GEICO
rates
are
really
low.”
Action:
Children
and
gecko
go
to
the
living
room
while
they
are
marching
through
the
house
and
singing.
Mother
is
still
in
kitchen
but
can
be
heard.
The
camera
is
watching
them
enter
the
living
room.
Dialogue:
Gecko
then
children
“1.2.3.4
Mommies
gonna
save
some
more!”
28.
Action:
The
children
and
gecko
are
now
marching
from
the
living
room
to
the
hallway.
Still
chanting.
The
camera
is
watching
them
from
the
hallway
as
they
enter.
Dialogue:
Gecko
then
children
“5.6.7.8
saving
money
is
real-‐
ly
great!”
Action:
Camera
goes
back
to
mother.
She
is
singing.
Chil-‐
dren
are
in
hallway.
Dialogue:
Mother
“9.10.11.12
GEICO
rates
are
low
as…”
Children
interject
“Mom!”
29. Action:
Children
and
gecko
now
march
into
the
dining
room
for
dinner.
The
mother
is
placing
the
table.
Camera
shows
the
whole
room.
Dialogue:
Gecko
“Well
that
was
close.”
“Did
you
know
that
GEICO
not
only
protects
your
car,
but
also
can
protect
your
home.”
“So
while
dad’s
away
the
children
can
play,
huh
that
rhymed.”
“Save
money
with
GEICO
homeowner’s
insurance.”
Action:
Screen
goes
to
GEICO
banner.
Narrators’
voice
comes
over.
Dialogue:
Narrator
“GEICO,
covering
you
in
more
ways
than
one.”
Protecting
you
in
more
ways
than
one
30. Email Ad
Hello!
Perhaps one of GEICO’s best-kept secrets is homeowners’ insurance. Home is where
your heart is - your spouse, your kids and even your pets. GEICO works ardently to
protect your home and family, so sign up for GEICO homeowners’ insurance today
and receive at 20% discount if you are in a military family or already have an auto
policy with us!
31. Social Media
Sample Facebook Post:
CAPTION: Want to save on your home insurance? We offer discounts for military
families and GEICO auto insurance users!
IMAGE:
32. REFERENCES
About.com US Military (2015). State-by-State Listing of Major U.S. Military Bases - Texas.
Retrieved from http://usmilitary.about.com/library/milinfo/statefacts/bltx.htm
Academic.mintel.com, (2015). The Insurance Purchase Decision - US - October 2013.
Retrieved from
http://academic.mintel.com/display/637814/
Census.gov (2015). Data – Data & Documentation – American Community Survey – U.S.
Census Bureau. Retrieved from
http://www.census.gov/acs/www/data_documentation/data_main/
Geico.com (2015). GEICO | GEICO At A Glance. Retrieved from
https://www.geico.com/about/corporate/at-a-glance/
Insurancejournal.com (2015). GEICO Making Gains Across the Country: SNL Financial.
Retrieved from
http://www.insurancejournal.com/news/national/2014/05/05/328251.htm
MarketingCharts (2012). Big Auto Insurers Bet Big on TV. Why? Retrieved from
http://www.marketingcharts.com/uncategorized/big-auto-insurers-bet-big-on-
tv-why-25196/
MarketingCharts (2015). Why Do Millennials Use Facebook and Twitter? qRetrieved from
http://www.marketingcharts.com/online/why-do-millennials-use-facebook-
and-twitter-52812/
Tdi.texas.gov (2015). Top 40 List of Insurers. Retrieved from
http://www.tdi.texas.gov/company/top40.html
ValuePenguin. (2015). Best Car Insurance Rates in Texas. Retrieved from
http://www.valuepenguin.com/car-insurance-rates-texas-study
ValuePenguin. (2015). Who Has the Cheapest Homeowners Insurance in Texas? Retrieved
from http://www.valuepenguin.com/best-cheap-homeowners-insurance-texas
