Progressive proposes a revised digital strategy to increase brand awareness among new drivers aged 16-25 by running targeted advertisements and introducing a new web series starring Flo. The web series would feature Flo selecting and reading stories submitted by Progressive followers about silly accidents as new drivers. This relatable humor is expected to generate over 85,000 views in the first 3 months and potentially lead to a television ad campaign or increased engagement. The low-cost strategy utilizes existing social media platforms and filming infrastructure to strengthen Progressive's brand through digital media.

1. A Revised Digital Strategy
By : Ryan Ruggles

2. New Drivers Are Key!
• Utilize the already established Social Media platforms (Facebook, Twitter, and Instagram).
• Run periodical advertisements directed towards fresh drivers age 16 to 25.
• Incorporate the “Snapshot” usage-based insurance product into plan for new drivers.

3. Content Has Been Great,
Now Lets Promote.
• Progressive actively monitors their Facebook and Twitter accounts posting nearly
everyday.
• Recently posts have contained infographics with short driving based tips and other
transportation relevant articles.
• New plan would include posting promotional content directed toward new drivers age 16-25
once a week.
• Almost no distinctly promotional content currently.

4. Promotion Creates
Awareness
• After three months of weekly posts announce a new web series for the character Flo.
• This series will consist of short 30-second to one-minute long videos.
• “Short and sweet” so they will translate well to the Facebook and Twitter platforms.
• Each week Flo, in character, will select and read one story a Progressive follower has
submitted. The stories will be recounts of silly accidents as a new driver.

5. Relatable Humor
• Fender benders are a common occurrence among new drivers.
• Many people will be able to relate to these stories and associate the humor involved with
their own experience.
• These short videos will be easily shared through Facebook and Twitter.
• Because of the large audience who will associate with these stories Progressive can expect
to experience significant growth in brand awareness.

6. Timeline and Goals
• Start: Introduce new 16-25 targeted weekly advertisements.
-Goal: Generate awareness among younger demographic.
• Month 3: Introduce Flo’s webseries.
-Goal: Increase brand awareness and overall following on social media.
-Expectations: To receive views from at least 25% of 353,654 current Progressive followers.
This equates to around 85,000 views. This amount of views would generate a significant amount
of buzz. Continuing success will be measured by future videos view counts.

7. Timeline and Goals
• Month 4: Analyze success via video views.
-Goal: Achieve our anticipated minimum of 85,00 view
• After analyzing the initial success of the videos further decisions will be made regarding
the future of the campaign.
- Large success could reveal the opportunity for a television ad campaign using the same premise.
- Popularity could also influence the frequency of the videos postings.

8. Extended Potential
• Progressive offers a product called “Snapshot”.
• A module plugs directly into your vehicle and monitors your driving habits. Policy holders
receive reduced rates based on how safely they drive.
• This would be an excellent foundation to launch a similar program for drivers 16-25.
• Or other options such as a credit or reduced rate if new drivers can stay safe and accident
free.

9. Budget
• Multiple shorts could be filmed in one setting using the existing Progressive set and
wardrobe. (Potentially scheduled in conjunction with existing shoots to further reduce cost)
-Estimate : One hour of studio time = 16 Recordings = 4 Months of content
• A majority of cost would come from paying the actress and film/audio engineers for their
extra time.
-Estimate for one hour of actresses time: $2000.00
-Estimate for one hour of film/audio engineers: $1500-$2000 *Figures from MWP Digital Media
• Utilizing platforms like YouTube and Facebook will not cost Progressive any money to
spread their content.

10. Digital Media Is The
Future Of Marketing
• Being able to utilize digital avenues successfully as a company is crucial.
• Currently Progressive has established a following among social media websites, now they
must capitalize on the potential that following creates.
• Integrating themselves with new forms of marketing will strengthen Progressive as a
company.
• The low cost associated with implementing this idea reduces the risk. The potential to reach
many more people remains.