1. MCOM 4379 Creative Strategies
Joe Kasper
Strategic Document
Dr. Emmanuel C. Alozie
5/1/15
Situation
The biggest problems right now with Caro Insurance are the fact that there are no new
customers, no current advertising, and no Facebook page. They are a small office made up of
five employees. Their biggest competition is Horton Insurance who started as an eight person
insurance agency in Orland Park, Illinois. Today, the company has grown to a large, stable
broker that delivers complex solutions to thousands of customers with multiple offices
throughout the Midwest.
Objective
 Bring in five new clients by October 1st , 2015
 Get 250 likes on Facebook by October 1st , 2015
Target
 Men and women ages 21-65
 All races
 Household income over $50,000
 High school degree or higher
Strategies
 Create Facebook page so more people will be able to find Caro Insurance on the internet.
 Advertising on Facebook is going to reach the most people for the smallest cost.
 Mailing campaign will keep the current clients coming back year after year
Tactics
 Create Facebook page
 Create Facebook advertisement
 Run mailing campaign consisting of letter and postcard
Calendar
 The Facebook page for Caro Insurance was created on February 26th, 2015
 The Facebook advertisement was launched on April 1st, 2015
 The mailing campaign was mailed out on April 16th, 2015
 Evaluation will be done on September 16th, 2015

2. Budget
 For Facebook advertising, the owner approved a budget of $80 per month.
 With $80 per month, about $2 will be spent per day.
 For the mailing campaign, the owner approved a budget of $350.
 Total cost for envelopes, postage, and letters is $327.51
 Labor cost is free
Evaluation
 See how many new clients Caro Insurance has
 See how many Facebook likes Caro Insurance has
 Read reviews on Caro Insurance’s Facebook page

3. Phase I: Solicitation
Inquiry Letter
Royal Advertising
16311 Cobbler Ct. Tinley Park, IL 60487 / 708-751-0131 / joekasper3@live.com
TO: Caro Insurance
16520 106th Ct.
Orland Park, IL 60467

4. RE: Inquiry of Assistance
DATE: February 24, 2015
Hello, my name is Joe Kasper and my company is Royal Advertising. I am a junior at
Governors State University studying advertising and public relations. As part of my course
assignment I am required to find a local business or organization and run an advertising
campaign for them. This can consist of designing print advertisements, creating a web presence,
reviewing and analyzing past campaigns to determine their effectiveness, and identifying public
perception and awareness of your organization
I have been studying advertising and public relations for the past three years. I have
worked at Jewel for the last four years assisting customers to create a positive experience. I have
also worked the Taste of Chicago ensuring our customers were happy and taken care of.
I promise to work closely with you, your employees, and customers to create an effective
message that will bring additional attention to your company. I look forward to hearing from
you if you are interested in my services.
Sincerely,
Joe Kasper
Client Acceptance Letter
My acceptance letter was written by the client. It reads:
CARO INSURANCE SERVICES
16520 106th Court
Orland Park, IL 60467
Phone: (708) 745-5031
Fax: (708) 745-5043
February 25, 2015

5. Caro Insurance Services has accepted the services of Royal Advertising. Upon meeting with Joe
Kasper, we have decided on a plan for creating more of a social medial presence. In addition, we
will pursue a mailing campaign to current clients (cross-sell) and potential clients.
Sincerely,
Helen Brown
Helen Brown
Office Manager
Phase II: Formative Research
Analyzing the Situation
The biggest problem right now is that most of their customers are repeat customers and
there is not a lot of new business. Currently Caro Insurance has no advertising. In the past
they’ve done mail campaigns and had advertisements in a monthly magazine called Food
Industry News. Right now they have a very basic website that just states their information and a
little bit about the company. They have no Facebook or Twitter account. The only way to find

6. Caro insurance on the internet is to know their name. If you type “Orland Park Insurance” into
Google, Caro Insurance doesn’t come up.
Analyzing the Organization
Caro Insurance is a local insurance agent that shops with other companies to get you the
best price possible. Some of the companies they write insurance with are Travelers Insurance,
The Hartford Insurance, Allied Insurance, West Bend Insurance, Blue Cross Blue Shield, and
Liberty Mutual.They are currently made up of only five employees. Bill is the owner, Helen is
the office manager, Michelle is the personal and commercial service rep, Kathy is in charge of
claim reporting, and Diane is in charge of accounting. Most of their business is with restaurants
but they provide every kind of insurance (home, health, car, life). They are an old school firm
that focuses on personal attention and they take pride in always answering the phone to ensure
customer satisfaction. Their main competition is other independent insurance agents but the
biggest one is Horton Insurance. Horton Insurance started as a small, eight-person insurance
agency in Orland Park, Illinois. Today, the company has grown to a large, stable broker that
delivers complex solutions to thousands of customers with multiple offices throughout the
Midwest. Their biggest client is Yolk which is a chain of breakfast restaurants. The main goal of
their company is to outpace expenses and stay afloat. Right now the owner is open to spend as
much money as we think is necessary on advertising.
Analyzing the Public
Currently there is little to no public perception of the company. These are the main statistics I
found in my research for Orland Park.
 The population is approximately 58,590
 Males: 27,563

7.  Females: 31,027
 Median resident age 45.4
 Estimated median household income in 2012: $74,338
Demographics
 White alone - 48,996 (86.0%)
 Hispanic - 3,169 (5.6%)
 Asian alone - 2,777 (4.9%)
 Black alone - 1,077 (1.9%)
 Two or more races - 546 (1.0%)
 Other race alone - 32 (0.06%)
 American Indian alone - 18 (0.03%)
People 25 years or older
 High school or higher: 94.7%
 Bachelor's degree or higher: 38.6%
 Graduate or professional degree: 14.8%
 Unemployed: 7.2%
Media Planning
Based on my research and our meeting, Caro Insurance wants to make a social media
account as well as do a mailing campaign for their current clients to keep their business. By
making a social media account, we will be able to reach a whole new audience and gain a lot of
new clients. Radio advertising and print advertising will not reap the same benefits. Radio
advertising is $362 for a 30 second spot on the main Chicago stations such as 101.1, 103.5, and
107.9. In the Chicago Tribune in the Red Eye small business section the listing price is $150 for
three Thursdays.

8. The plan is for me to make a Facebook page for Caro Insurance and after the page is up
and running we are going to pursue advertising on Facebook. By having a Facebook page, more
people will be able to find Caro Insurance on the internet. Potential clients will be able to learn
more about the business, read reviews, write their own reviews, and follow the page. Advertising
on Facebook is going to reach the most people for the smallest cost which is why we agreed
upon it. By advertising on Facebook, we can specifically target people who are located in Orland
Park that are interested in insurance.
We also plan to do a mailing campaign aimed at the current clients. The owner has a
program that notifies him when his clients insurance is about to expire. The goal is to keep the
current clients coming back year after year and to do this Caro Insurance needs to stay in touch
with them. By sending them a letter/postcard in the mail when their insurance is about to expire,
it will show the client that Caro Insurance cares about their business and wants to continue
working with them.
By using a social media approach and a mailing campaign we will be targeting both new
clients and returning clients. This will bring additional business and raise profits. Not only will it
bring additional business, it will establish Caro Insurances’ presence in Orland Park
Phase III: Objective and Strategic Plan
Establishing Goals and Objectives
The goal of the campaign is to bring in five new clients and get 500 likes on Facebook by
October 1st. The objectives are to create a Facebook page by March 1st, 2015, launch the
Facebook advertisement by April 1st, 2015, and run the mailing campaign by May 1st, 2015.

9. To do this the company is going to go social and create a web presence. By having a
Facebook page, more people will be able to find Caro Insurance on the internet. Potential clients
will be able to learn more about the business, read reviews, write their own reviews, and follow
the page. Advertising on Facebook is going to reach the most people for the smallest cost. By
advertising on Facebook, you can specifically target people who are located in Orland Park that
are interested in insurance.
The other part of the plan is to do a mailing campaign aimed at the current clients. The
owner has a program that notifies him when his client’s insurance is about to expire. This is
going to keep the current clients coming back year after year and to do this Caro Insurance needs
to stay in touch with them. By sending them a letter and postcard in the mail when their
insurance is about to expire, it will show the client that Caro Insurance cares about their business
and wants to continue working with them.
By using a social media approach and a mailing campaign Caro Insurance will be
targeting both new clients and returning clients. This will bring additional business and raise
profits. Not only will it bring additional business, it will establish Caro Insurances’ presence in
Orland Park.
Strategic Plan Outline
 Create a Facebook page for Caro Insurance
 Pursue advertising on Facebook.
 Create the Facebook advertisement
 Run the Facebook advertisement
 Create a letter and postcard for our mailing campaign
 Mail out the campaign

10. Media Planning
Right now Caro Insurance is currently doing no advertising so they are currently not
doing any spending. For Facebook advertising, the owner approved a budget of $80 per month.
The way Facebook advertising works is that you pick how much you want to spend each day and
that determines how many people your advertisement will reach. With $80 per month, we will be
spending about $2 per day. For $2 a day, Facebook estimates that we will reach between 1,300 -
3,400 people. For the mailing campaign, the owner approved a budget of $350. This will cover
the postage, envelopes, and advertisement. With $350, this campaign will reach 300 people
consisting of both current clients and potential clients.
Phase IV: Communication Strategies
Tactics
The tactics that will be used in this campaign are a website, a letter and a postcard. A
Facebook page will be made for Caro Insurance as well as internet advertising on Facebook. The
letter and postcard will be used in the mailing campaign which will also consist of the envelopes
and postage.
Production & Execution of Media Artifacts

11. The Facebook page for Caro Insurance was created on February 26th, 2015. It contains
photos of the building, contact information, a description of the company, and the mission of the
company. The Facebook advertisement was launched on April 1st, 2015. The mailing campaign
will be launched by May 1st.
Execution of Media Plan
We decided to use the internet because after looking into different media sources it was
apparent that we would reach the most people on the internet and spend less money than other
media. By creating a Facebook advertisement we are able set a budget that the owner feels
comfortable with. Also, with Facebook advertising you can choose the demographic that will see
your advertisement so you’re getting the most bang for your buck. You’re able to pick what age
group, what location, what interests, and much more so your advertisement is only shown to
people you want to see it.
We are using a mailing campaign because the owner wants to keep in touch with his
current clients. By using a mailing campaign, we can contact current clients when their insurance
is close to expiring and get them to renew their insurance with Caro. It also shows the client you
care about their business which will make them want to keep doing business with you.