adv 420 final project le zheng

More than just Auto insuranceGEICO

Promoting the brand with digital marketing

Le ZhengADV 420 FALL 2013

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

What GEICO Covers?

People have work

Everyday auto users

College students

Primary Target Audience

Is there any GEICO App?

• Go Mobile with GEICO App

• Is it effective?

• Where to access?

Big Idea

Being Irreplaceable

Raise Customers

Brand Awareness

Gain more customers

Tools and Tactics

facebook.com/GEICO; twitter.com/GEICO; youtube.com/ GEICO; blog.GEICO.com ; flickr.com/ GEICO

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

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/