Adv 420 final project Le Zheng
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More than just Auto insuranceGEICO
Promoting the brand with digital marketing
Le ZhengADV 420 FALL 2013
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GEICO at a Glance
1. What does GEICO stand for?2. How many customers does GEICO server?3. Who vouches for GEICO’s financial strength?4. When and where to reach GEICO?5. What does GEICO offer?6. GEICO figures
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What GEICO Covers?
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People have work
Everyday auto users
College students
Primary Target Audience
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Is there any GEICO App?
• Go Mobile with GEICO App
• Is it effective?
• Where to access?
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Big Idea
Being Irreplaceable
Raise Customers
Brand Awareness
Gain more customers
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Tools and Tactics
facebook.com/GEICO; twitter.com/GEICO; youtube.com/ GEICO; blog.GEICO.com ; flickr.com/ GEICO
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Budget
1. Total budget of the media plan is 900 million dollars.
2. 45% of budget on digital parts to keep telling people about
saving money
3. 20% of budget on mass media including TV commercials,
print ads and product placement.
4. 10% of budget on radio
5. 5% of budget on special event
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GEICO Resources
1. http://www.geico.com/information/aboutinsurance/auto/2. http://www.geico.com/getaquote/3. http://www.adweek.com/adfreak/pillsbury-doughboy-gigglingly-crashes-
geico-ad-1482114. http://www.geico.com/about/mobile-apps/geico-app/5. http://www.geico.com/about/blogs-and-social-media/