Progressive• Auto insurance company since 1937• One of the largest in its category, with over 10 million policies in force• Largest internet based insurance company in the United States
Customer• Large number of potential customers - According to U.S. Bureau of Transportation Statistics, there were 254,212,610 registered passenger vehicles in year 2009• Male and Female 18- 35 - Since Progressive sells its insurance product through internet and telephone, it would be easier for younger people to accept its style comparing to the older generations who are already used to purchase their insurance with an agency
Competition• State Farm: Standard insurance company, selling property/casualty, life and health insurance with in house agencies.• GEICO: Selling property/casualty insurance with commissioned contract agents, tracking their customer by mail and phone.• Progressive: Selling property/casualty insurance through website/phone/independent agents, supported by online Express Quote Service and Immediate Respond system.
Objective• Spread out the awareness of the brand• Direct more traffic to progressive.com to use the Express Quote Service and create their interest in Progressive• Improve the company’s reputation• Remaining impression of the first internet based auto insurance company in potential customers’ mind
Strategy• Search Engine Optimization - Taking back the most frequently searched key words in the category on Google, such as, “auto insurance” and “car insurance quote”
Strategy• Search Engine Optimization - Focus the resource and run local SEO campaigns in place with college students and young professionals are converging at, for example, big cities like New York and Chicago, and college towns across the nation
Strategy• Social Media - Keep the company’s current Facebook page, Twitter page and YouTube Channel. - Provide a one-time discount for people liked Progressive on Facebook through the new Progressive iPhone App. - New Progressive ad story competition, stories submit through Facebook or Twitter, videos submit through YouTube Channel.
Strategy• Mobil Strategy - Take the current Progressive App for iOS and tag the driving habit measurement function into it. Users can lower their rate by reporting a safe driving habit through the App.
Budget• SEO Budget: $1,000,000 to $3,000,000. This should be the second largest medium the company uses, right behind TV advertising.• Social Media Budget: $500,000 to $800,000. Mainly for website maintaining and running events through social media websites.• Mobil Budget: $800,000 to $1,000,000. Software development and promotion