Progressive IMC Marketing Plan

Progressive IMC Marketing Plan

Order Description
PLEASE USE ACTUAL ” ” WHEN QUOTING! I NEED TO SEE THE QUOTES.

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MY NAME IS AMBER, THE PARTS WITH MY NAME NEXT TO IT ARE THE PARTS I NEED WRITTEN OUT.

III. Positioning and Campaign Theme/Big Idea
Creative Strategy- Amber, Megan, Alyssa
Copy Platform- Amber, Megan, Alyssa
We will all share ideas through our group discussion area, but Alyssa will compile and write it up.
iV. Promotional Mix – Amber, Megan, Alyssa
Advertising Media –Amber
Internet/Interactive – Amber
Public Relations – Amber
Creative Brief- Amber 2 pages
Conclusion – Alyssa, Amber, Megan

BELOW IS THE GRADED ASSIGNMENT FOR THE FIRST HALF FOR YOUR REFERENCE:

**** Progressive Insurance
IMC Plan
Alyssa Roman, Amber Steimer & Megan McCauley
Marketing 343 – 50 Integrated Marketing Solutions
Metropolitan State University
Katryna Johnson, Ph. D
Situational Analysis
Industry Analysis

Progressive has steadily risen over the years and has landed among the top insurance providers in the United States. Progressive revolutionized insurance when they offered a “compare” option for the shopper to compare Progressive’s prices with a competitor. Progressive allows customers to access insurance information 24/7. They have evolved with technology and came out better and more successful for it.
Current trends are to be user friendly and convenient. The consumer wants a good price, but appreciates Progressive’s “Name your price” option. Progressive gives the consumer a customized plan and the consumer appreciates that. the consumer now has the option to access their insurance information on their smartphone. This has contributed greatly to Progressive’s success .They have also caught up with the “bundling” trend. Progressive offers insurance for just about anything that needs to be insured: Homes, boats, motorhomes, etc. even though only a handful of locations offer life insurance.
There are many key factors that impact the automobile insurance industry. The economy plays a major roll. Without a working economy, consumers don’t have the money to purchase a car. Without a car, there is no need to pay for automobile insurance. When people are put to work, and the economy is thriving, and there is more money to spend. Technology has helped Progressive advance above competition with new options for users and available help 24/7. The weather is another factor for Progressive. Most accidents happen when the weather is bad; especially in the winter where it snows.
Company Background

It was in March of 1937 when a couple of lawyers decided that investing in an insurance company sounded like a smart idea. Joseph Lewis and Jack Green wanted to give drivers good automobile insurance at a good price. Progressive’s philosophy and vision was to “Reduce the human trauma and economic costs associated with automobile accidents. We do this by providing our customers with services designed to help them get their lives back in order again as quickly as possible. Governing our vision, decisions and behavior are our Core Values — pragmatic statements of what works best for us in the real world” (Progressive Web). Since 1937, the company has succeeded in doing just that: giving the consumer not only what they need, but what they want.
In 1987, the company grew market share by surpassing $1 billion in insurance premiums and acquired a net worth of over $14 billion. Gaining speed and popularity, Progressive grew into the one of the largest insurance groups in the United States. Progressive was the first insurance company to show the quotes of a competitor on their own website. As of last November, Progressive held 8.45% of the market. Today, Progressive is worth over $18 million in premiums. Progressive offers home insurance in select locations.
Product/Brand Information

Progressive Insurance dedicates its personal and auto insurance services to
meeting the expectations of its diverse, cost-conscious consumer base and is increasingly savvy about the auto coverage they provide to their excellent service clients (Heatherman, Swanepoel & O’Rourke, 2015).Progressive features an outstanding market brand – Flo – that has appeared in over 100 advertisements. Since 2008, the company has been known for its use of their spokesperson Flo. Flo has a personality and style that makes her instantly recognized and associated with the brand.
Flo has become a reputable brand mascot in the insurance industry. She has evolved from humble roots as a cashier to a love interest, reality star, and insurance pusher; maintaining relevance in the numerous commercials she features. Progressive rolled out a new campaign in November 2014 featuring Flo trying to discuss her impressive insurance alternatives over dinner with her family. The firm designed the advertisement to establish a strong link with clients, tap into a relatable timeframe, and showcase the range of its campaign that often involves improvisation and supporting characters (Heatherman, Swanepoel & O’Rourke, 2015).
Customer Analysis