The document outlines a strategy to pursue new customer segments among American veterans. It discusses pursuing brand awareness through creating a sense of community for veterans by emphasizing education, building relationships, and networking. It also discusses The Hartford's biggest competitors and advantages, as well as communication channels like SEO/display ads, video testimonials, webinars, Wikipedia, and fundraising to engage veterans and foster relationships. The overall objective is to efficiently access attractive veteran customer segments.
Social Marketing with Social Media by Brent Blackaby
The Hartford Veterans2
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2. Group One Faith Albers Chris Ee Avery Faeth Kaitlin Hearn Dave Martin Desiree Roughton
3. Pursuing New Customer Segments Objective: To pursue new affinity and distribution opportunities that provide efficient access to attractive customer segments such as American Veterans Strategy: To promote brand awareness through creating a sense of community among veterans Emphasizing education Building relationships Networking
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5. The Hartford’s Biggest Competitive Advantage:No Drop Policy Accident Forgiveness Diminishing Deductible The Hartford’s Biggest Edge is the Experience Security. Service. Simplicity.
10. Video Testimonials “The Hartford” YouTube Channel Invite opinion leaders to share their story Use The Hartford’s already established relationships with these organizations to identify opinion leaders and foster relationships with veterans. America Supports You Hire Heroes US Operation Life Transformed Direct Employers Association
11. Webinars Quarterly interactive educational presentations Subjects similar to seminars given at Wounded Warrior summit in 2000 Live chat capabilities Live Q&A
12. Wikipedia Veteran specific sections Recognized as top military-friendly employer (Top 100 Military Friendly Employer for 2010, G.I. Jobs) Include 1918- Harford men in service section from The Hartford’s Bicentennial: The Stories Behind the Photos
Screen shot of the hartford video testimonialExperiences as a vet and how their involvement with the hartford has been a positive experienceHave a plug at the bottom of the pageSimilar to what the hartford already does.. We will…..creating a social network between the veterans to create a comradery
