ADV420 Final Presentation Spring 2012

1. Yang Xiang
A40237228

2. 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

3. 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

4. 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.

5. 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

6. 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”

7. 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

8. 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.

9. 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.

10. 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