Progressively moving into New Media

By: Kelly Hicks

T h e P r o g r e s s i v e

Mo v e me n t• Progressive Insurance provides commercial and personal auto, home, and motorcycle insurance and other related services throughout the US.

• The company utilizes traditional media, and is famously represented by “Flo” in their advertisements

T h e C h a l l e n g e

• Progressive has to get potential customers EXCITED about car insurance

• The company faces stiff competition from major competitors such as Geico and AllState on the basis of– Price– Customer Service– Geographic Coverage

T h e G o a l• The Goal for this strategy is to increase the brand awareness and to keep consumers actively engaged with brand through social media.

•The Opportunity for company growth exists in the different forms of online media and mobile technology.

T h e T h e me• The Theme for the Progressive Strategy is

“Progressive was there for me when…”

• “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.

T h e T h e me• 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. – 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.

T h e C o mp o n e n t s

• Blog Site

H o w Wi l l I t Wo r k ? ?

• The main page for “Progressive was there for me when” will be implemented on a special blog page.

• The posts that are the most hilarious will be updated on twitter.

• 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

Me t r i c s o f S u c c e s s

• The main page for “Progressive was there for me when” will be implemented on a special blog page.

• The posts that are the most hilarious will be updated on twitter.

• 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.

B u d g e tThe timeline for this strategy is continuous and

yearly

The budget will be pretty simple and will be as follows

The Website development (for the Blog page) - $1,000- $3,000, based of who Progressive chooses to do create the page

The extra money it would take to pay employees to actively update and monitor the social pages.