Progressive

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Progressive

  1. 1. Progressively moving into New Media By: Kelly Hicks
  2. 2. The Progressive Movement <ul><li>Progressive Insurance provides commercial and personal auto, home, and motorcycle insurance and other related services throughout the US. </li></ul><ul><li>The company utilizes traditional media, and is famously represented by “Flo” in their advertisements </li></ul>
  3. 3. The Challenge <ul><li>Progressive has to get potential customers EXCITED about car insurance </li></ul><ul><li>The company faces stiff competition from major competitors such as Geico and AllState on the basis of </li></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Geographic Coverage </li></ul></ul>
  4. 4. The Goal <ul><li>The Goal for this strategy is to increase the brand awareness and to keep consumers actively engaged with brand through social media. </li></ul><ul><li>The Opportunity for company growth exists in the different forms of online media and mobile technology. </li></ul>
  5. 5. The Theme <ul><li>The Theme for the Progressive Strategy is “Progressive was there for me when…” </li></ul><ul><li>“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. </li></ul>
  6. 6. The Theme <ul><li>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. </li></ul><ul><ul><li>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. </li></ul></ul>
  7. 7. The Components <ul><li>Blog Site </li></ul>
  8. 8. How Will It Work?? <ul><li>The main page for “Progressive was there for me when” will be implemented on a special blog page. </li></ul><ul><li>The posts that are the most hilarious will be updated on twitter. </li></ul><ul><li>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 </li></ul>
  9. 9. Metrics of Success <ul><li>The main page for “Progressive was there for me when” will be implemented on a special blog page. </li></ul><ul><li>The posts that are the most hilarious will be updated on twitter. </li></ul><ul><li>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. </li></ul>
  10. 10. Budget <ul><li>The timeline for this strategy is continuous and yearly </li></ul><ul><li>The budget will be pretty simple and will be as follows </li></ul><ul><ul><li>The Website development (for the Blog page) - $1,000- $3,000, based of who Progressive chooses to do create the page </li></ul></ul><ul><ul><li>The extra money it would take to pay employees to actively update and monitor the social pages. </li></ul></ul><ul><li>  </li></ul>

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