Integrated Marketing Communications Case Study



Integrated Marketing Communications Case StudyLauren PerettiGEICO10/20/200841084507562852330450214693510223502502535GEICOResearch elementsBackground GEICO, the Government Employees Insurance Company, is the third-largest, private passenger auto insurer in the U.S., providing auto coverage to nearly 8.5 million policy holders, and insuring more than 14.4 million vehicles. GEICO also offers insurance for motorcycles, all-terrain vehicles (ATV's), boats, homes, apartments and mobile homes, as well as commercial auto insurance, personal umbrella protection and life insurance (Geico, 2008).GEICO’s first customers were government employees and military personnel. Leo Goodwin, who founded the company in 1936, determined he could distribute automobile insurance at reduced prices by selecting primary customer groups and marketing directly to them. Seventy years later, GEICO continues “to offer excellent coverage at low prices and provide outstanding customer service” with the help of more than 23,000 associates (Geico, 2008).HistoryAmidst the Great Depression of the mid-1930s, Leo and Lillian Goodwin took a risk and built GEICO from the ground up. By lowering company costs and marketing directly to consumers, the couple passed along lower premiums and still earned a profit. In 1936, GEICO operations were officially established in Washington, D.C., and the two worked to underwrite policies, set rates, issue policies and market auto insurance to customers, federal employees and military officers. By the end of the first year, there were 3,700 GEICO policies in force and a staff of 12 people.In 1948, Lorimer Davidson, an investment banker and a friend of the Goodwins, joined GEICO to help them find new investors, and following Goodwin’s retirement, he was named successor and presided over GEICO’s new headquarters in Chevy Chase, Md., in 1959. Growth continued and in 1964, GEICO passed the one million policyholder mark, and net earnings doubled to $13 million two years later. In 1965, GEICO opened numerous sales and service offices for walk-in customers and its first drive-in claims office. Later in the 1980s, GEICO introduced the 24-hour, 365-day telephone service for claims, sales and service as its emphasis on customer service deepened.Olza "Tony" Nicely was named GEICO's new chairman, president and CEO in 1993. In 1995, Berkshire Hathaway investment firm bought the remaining shares of GEICO's outstanding stock, and GEICO soon became a subsidiary of a very profitable organization. Both changes led to an expansion in customer base and an increased advertising budget that would send GEICO toward higher national visibility.Partnership with Auto Repair Xpress created more than 400 repair shops across the nation, providing a full service package of extras to policyholders, including onsite adjusters, onsite rental vehicles, lifetime service guarantees and continuous claim supervision.Currently, GEICO is the largest auto insurer in New York, Maryland, the District of Columbia and Hawaii, and is very near the top in several other states. Furthermore, the company’s assets total $21.9 billion (Geico, 2008).ProductsInsuranceAutoCustomers can save 15 percent or more on car insurance by switching to GEICO.PremiumsBodily injury liability Medical payments, no-fault or personal injury protection coverageUninsured motorists coverage Comprehensive physical damage coverage Collision Property damage liability Rental reimbursement MotorcycleGEICO covers most types of motorcycles including: cruisers, street sport, touring, high-performance bikes and scooters. ATVCovers all terrain vehicles on the trails, including:LiabilityComprehensiveCollisionUninsured/UnderinsuredUmbrellaA personal umbrella policy is useful if the value of assets exceeds auto, homeowners, and/or boat insurance limits. It can also protect from additional liabilities not covered by your other policies. HomeownersDesigned to cover the structure of the home and includes protection for various kinds of personal property, as well as liability coverage.RentersWhen renting an apartment, single family home, or townhouse, the landlord's policy probably does not cover personal items in the event of theft, or fire and water damage.A renter’s policy protects personal property, such as electronics, furniture, and clothing from a variety of losses. Liability coverage helps if someone is accidentally injured on the property due to negligence.Condo/Co-opConsumers who live in large high-rise style buildings, side-by-side townhomes, or own a condo or co-op need insurance to protect personal items or the interior walls of the unit.RVCovers recreational vehicles, including sport utility, motorhomes and trailers. Towable RV’s, such as conventional travel trailers, fifth-wheel travel trailers, travel trailers with expandable ends, folding camper trailers and truck campers.Toy-haulers to transport motorcycles and ATVs.LifePrepares consumers for the unexpected and protects family members in case something happens.Income replacement is the largest reason why people buy life insurance, and it can be used to achieve specific business or estate planning goals.Boat/PWCProtects consumer’s boats, jet-skis, sailboats, and personal watercrafts against accidents, vandalism and liability.FloodConsumers, who live in flood-prone areas and have a mortgage, may be required by federal law to have flood insurance that would cover water damage to the structure of the home and personal property.Mobile homePolicies cover the mobile home itself, items of personal property, and include liability coverage that could help cover accidents caused by negligence.OverseasGEICO subsidiary, the International Insurance Underwriters, Inc. (IIU), acts as the consumer’s insurance agent while abroad to insure all documents needed are shipped, registered, and cross international mercialPrivate passenger insurance policies do not cover vehicles for most business use, and this coverage protects commercial cars and trucks. Identity theft protectionProtects the consumer’s credit and name by signing them up for Identity Theft Protection (Geico, 2008).?Customer privileges and savingsGEICO policyholders are eligible for special discounts from more than 80 participating retailers through the GEICO Privileges program (Geico, 2008), including the following:Travel and entertainmentAlamo Car RentalBlockbusterBusch Gardens in Tampa Bay, Florida Theme Park TicketsBusch Gardens Williamsburg in Virginia Theme Park TicketsChoice Enterprise Rent-A-Gecko Store OnlineGreat American DaysHappy Camper Half Price ClubHertzLegoland Theme Park Movie TicketsNational Car Samsonite Company StoresSeaWorld Orlando in FloridaSouthwest VacationsTheme Park Ticket SavingsThrifty Car Universal Studios Hollywood Auto and GEICO InsuranceJC MAACOMeinekeMonroRoadLoKSuomy Home and garden1-800- Mrs. Omaha SteaksProFlowersSears CommercialEveryday needsBarnes & Helzberg Intuit TurboTax?Motherhood ZalesTarget audienceAuto insurance, as an industry, has perhaps the broadest target audience of any product, and has no niche. Regardless of mood, status, income or location, various types of people drive and hopefully have insurance. Specifically, GEICO targets males and females ages 24-64, and appeals to customers with humor and wit. Insurance industry distinctionGEICO's method of conducting business- through direct sales over the phone and via their Web site- is a key distinction in the auto insurance industry. With the launch of their first large-scale television and radio advertising campaign, the company acquired new customers without the aid of sales agents. GEICO first developed a clear, five-point message about its insurance: a 15 minute rate quote; 15 percent savings; complete 24-hour service; eliminating the middleman and 48-hour claims handling. Each ad uses a strong call to action phone number or Web address, and a sense of humor to convey the sales message (Geico direct, 1999). GEICO competitors have begun to use the same wit in their advertising campaigns, as well. Nation Wide The “Life Comes at You Fast” campaign uses humor to break through negative thoughts and open the door for healthy discussions about insurance and financial services to prepare for the unexpected.Features accident forgiveness (Nationwide, 2008).AllstateThe “Our Stand” campaign takes a strong stand for consumers’ interests by delivering a simple, straightforward message that highlights the many benefits of having insurance protection (Allstate, 2008).ProgressiveThe “It’s all about you. And it’s about time” campaign features ads in which insurance is a tangible product that consumers shop for in a store. The witty and corky cashier checks customers out at the register and discusses the benefits of the company and finishing the commercial with- “now that’s progressive.”GrowthSince its founding in 1936, GEICO has grown to have 8.5 million policy holders and more than 23,000 associates, and the company is still expanding. In 2007, GEICO had the best growth record among major auto insurers. Below are statistics, as well as a portion of the 2007 Berkshire Hathaway Annual Report.Increased market share to 7.2%.Annual ad expenditures increased to $751 million.Sales reached $12 billion.Increased share of the motorcycle market from 2.1% to 6% in three years (Berkshire, 2007).Financial strengthGEICO’s financial strength affords them the opportunity to offer low premium insurance. As a wholly-owned subsidiary of Berkshire Hathaway, Inc., GEICO has assets of over $15 billion.A++ From A.M. Best: A.M. Best is a leading independent analyst of the insurance industry.GEICO has consistently earned its highest A++ rating for financial stability. Only five percent of property and casualty companies earn this superior rating.AAA From Standard and PoorsStandard & Poors (S&P) has consistently awarded GEICO affiliates its highest grade for financial strength.GEICO also underwent S&P's most rigorous review and achieved top ratings for financial strength earning the Standard & Poors Security Circle designation (Geico, 2008).Financial Information (Geico, 2008)June 30, 2008GEICOGEICO GeneralGEICO IndemnityGEICO CasualtyAdmitted Assets12,714,748,224159,418,2184,732,182,752260,485,366Reserves(Loss, LAE,UPR)7,316,434,266-2,780,302,49441,073,231Total Liabilities7,995,913,80580,691,3162,980,619,826136,932,309Policyholders' Surplus4,718,834,42078,726,9021,751,562,926123,553,058Customer service 15 minute quoteOne of GEICO’s most prevalent selling points is “15 minutes could save you 15% or more on car insurance,” and ads boast that “it's quick and easy to get a free car insurance quote online. The online policy application is available 24/7.” This feature is also available through their 800 telephone number in which consumers can talk with an agent.Local storesGEICO has more than 23,000 associates in 12 major locations around the country, including:Tucson, AZ San Diego, CA Lakeland, FL Macon, GA Honolulu, HI Coralville, IA Chevy Chase, MD Buffalo, NY Woodbury, NY Dallas, TX Fredericksburg, VA Virginia Beach, VA The company is now opening local offices in various communities and introducing personal agents to clients. At , consumers can find the contact information of the closet representative to them and visit the office. The Gecko himself personalizes the message by saying, “Shopping for insurance? Give Alyssa Palermo a call. She's a personal friend of mine. Alyssa Palermo and her staff of licensed insurance professionals live and work right in your community. So if you need to set up a policy, adjust your coverage, or find even more ways to save money on your car insurance, they're there for you. Get the personal attention, expertise, and savings you deserve. Call or visit your local GEICO office today.”IconsCurrently, GEICO uses two different icons, or spokespeople, to express two messages- one boasting savings and the other an easy-to-use Web site- that each carry strong ties to the GEICO brand.392430022860GeckoIntroduced in 2000Developed by the Martin AgencyProposed when consumers where pronouncing GEICO as puter-generated talking lizard.Charming reptile with an English accent.Chats about being the GEICO spokesman and saving people money on car insurance.Voted one of the most popular advertising icons in 2005.392430064135CavemanDeputed in 2004Developed by the Martin AgencyNeanderthal-like caveman living in the modern worldSarcastic, yet sophisticated, spokesmenCampaign used to brand GEICO’s Web site.Emphasizes that using is "so easy even a caveman could do it." As the Cavemen are disgusted and try to distance themselves from GEICO, they bring more attention to the auto insurer.Voted one of the most popular advertising icons in 2008, and has become part of the American pop culture (Geico, 2008). Corporate social responsibilitySafety Belt Poster ContestYoung artists across the country age 6-18 are invited to enter the Safety Belt Poster Contest to help spread the safety belt message and save lives. Students design, draw, paint, color or cut and paste an original picture and message emphasizing the importance of using safety belts. Winners receive cash prizes (Geico, 2008).Community events calendarGEICO works hard to “ensure a better community for the people they insure.” As part of GEICO's corporate mission—to encourage active, involved citizenship— the company’s associates read, build, mentor, walk, run, and coach to help people in need. Through GEICO Corporate Community Citizens (GCCC), the associates contribute to, and participate in a variety of activities where offices are located, and volunteers average five hours a week helping many organizations (Geico, 2008).Wildlife conservation advocacyGEICO’s partnership with the Association of Zoos and Aquariums (AZA) made the GEICO Gecko the “spokescreature” to help raise awareness and promote the wildlife conservation work done by zoos and aquariums across America. The joint public awareness project will support more than 200 AZA-accredited zoos and aquariums nationwide during a three-year partnership, and will include a live gecko exhibit and advertisements via television, radio and newspaper promoting wildlife conservation featuring the Gecko. Ted Ward, GEICO's vice president of marketing said, "This partnership is a natural fit for both GEICO and AZA. Not only is the Gecko promoting a good cause, but we can hopefully take advantage of its appeal and reach a big audience."Currently, there are four GEICO-AZA television spots featuring the Gecko humorously interacting with an otter, giraffe, jellyfish or gorilla. Sir David Attenborough, naturalist and broadcaster of documentaries, makes an appearance in some of the spots. A large component of wildlife conservation is providing education about endangered species, like geckos, and GEICO’s Gecko helps teach others how to protect species from extinction (Geico, 2008).Green effortsGEICO is committed to the environment, and like many corporate companies, it is going green, too. The company encourages its associates to be environmentally responsible through recycling programs and energy and water saving initiatives. Consumers can make electronic payment via and the eBill system, eliminating paper and waste in our offices and conserving energy to protect the environment (Geico, 2008).Environmental safety and pollution preventionGEICO is concerned about the environment and requires their auto body repair shops to pass an environmental and safety training program. By working with the Coordinating Committee on Automotive Repair (CCAR) within the United States Environmental Protection Agency Compliance Assistance Center, GEICO repair shops have Safety and Pollution Prevention (SP2) training specific to auto body repair. In 2003, GEICO was the first recipient of CCAR's Environmental and Safety Stewardship award and the first major supporter of the training that has been adopted by General Motors, DaimlerChrysler, Toyota and Automotive YES schools.Marketing strategyGEICO’s integrated marketing approach has developed a brand that is nationally recognized and well-liked by its policyholders. In 1996, GEICO invested heavily in national advertising with print, radio and television ads and direct mail materials, and the company's growth increased. With the help of the Martin Agency, GEICO ads and promotional materials have continued to flood audiences (Geico, 2008).In 2006 alone, Geico spent $483 million dollars on advertising (compared to internationally known Coca-Cola Company who spent a mere $326 million), and there all-out approach pushed competitors, like Allstate, State Farm, and Progressive, to do the same (Torgovnick, 2007).GEICO’s unique marketing technique currently features a high volume of ads that reach various individuals. “While its competitors are running lots of dour ads that exploit our fear of accidents, GEICO stands out from the clutter with its oddball humor and lighthearted tone. The company has managed to inject fun into a product that we resent having to buy and that we associate with miserable moments” (Stevenson, 2005).Promotional TacticsCommercialsGEICO has become very successful making something as mundane as car insurance seem fun and interesting through their commercials. Between the GEICO Gecko, the Cavemen, and the GEICO racing spots featuring NASCAR’s Mike Wallace, GEICO reaches its varied audience through creative marketing and advertising to develop great brand awareness.To view GEICO commercials, go to . Below is a list of the most recent GEICO commercials aired.Protecting productsSecret Agent: Mike hires a secret agent to protect his RV, motorcycle, PWC and boat.Karate: A karate expert? Bill offers an alternative for protecting his neighbor’s motorcycle.Female Body Builder: Carl thinks there’s an easier way to protect an ATV than using a female body builder.MMA Fighter: A mixed martial arts fighter, according to Lisa, isn’t the easiest way to protect a PWC.Boxer: Laura’s not convinced that a professional boxer is the best way to protect a new boat.News Reporter: WGKO exclusive: Bruce Rossmeyer in intense negotiations with a new celebrity partner. Best Friends: He’s really smart; he’s really funny. He sells bikes and he saves money.Celebrity Mrs. Butterworth: It was a piece of cake, or maybe more like hot pancakes.Michael Winslow: We hired that guy that does the funny sound effects.Joan Rivers: Am I smiling? I can’t tell.The Pips: Take a train to Happy Town. Woo Woo.Peter Frampton: Do you feel like I do?Candle: Candle? It’s Campbell- Jason Campbell. I need a new agent.Locker Room: We lost the breath mint endorsement. I do have some good news though…CavemanPlane Banner: I could stay here forever…I’ll be in the car.Walkin’: Saving money on motorcycle insurance. So easy…Match: I can’t believe I’m beating Billie Jean King.Prague: I first saw this one when I was traveling through Prague.Glutes: Dancing is good exercise; it works my glutes.Happy Feet: I came out feet first. They call it breach; I call it happy feet.Baltimore: Jazz hands, anything with jazz hands. I do the hustle just like you.Gecko partnership with the Association of Zoos and Aquariums (AZA)Otter: Are those clams? I love clams.Subway: Do you see that guy over there? He’s givin’ me the heebie-jeebies.Library: Hey. You do know I can hear you, right?Café: Here at this urban Serengeti, it’s man meets reptile.Water Fountain: An extraordinary creature with a most curious adaptation.WebsitesFrom 2006 to 2007, GEICO marketing efforts expanded to combine Internet and customer outreach to attract 8 million policyholders. Below are several Web sites developed to supplement GEICO’s successful advertising campaign. GEICO: is where consumers can get a free insurance quote, learn about GEICO, manage their policy and file a claim. There has been a big push to the Web site over the last few years and it as a hub of information for current and perspective customers. Caveman’s Crib: Customers can take an interactive tour the Caveman’s apartment, party with him and his friends in their urban environment, check out their latest dance moves, and try dating a caveman online! Garage Racing: Consumers can become part of the GEICO No. 7 Racing Team and explore the GEICO Garage, investigate the trailer, or look under the hood. This interactive site carries on the feud between NASCAR's Mike Wallace and future champion racer, Loren Wallace. My Great Rides: is an interactive community website for bikers and features personal profiles, photos, forums, and a widespread member-generated calendar of upcoming biking events, rallies, and rides. Motorcycle Bikers for Tykes: Bikers for Tykes offers fun days for the family, and features the best concerts, motorcycles, and equipment around. Children enjoy rides, games and even meet the GEICO Gecko while supporting numerous children's charities. GEICO Racing: Customers can meet the GEICO Racing team “up close and personal” and check out the sleek GEICO No. 7 car and powerful bikes. GEICO Racing features profiles of NASCAR’s Mike Wallace, NHRA Pro Stock Bike's Karen Stoffer and AMA Superbike's C.R. Gittere.Direct mailGEICO is one of today’s most skilled direct marketers. “The differences between their approach to direct mail and to other print media provide an object lesson in the relationship between a medium and its message” (Rosenfield, 2005). Throughout GEICO’s direct mail, ads and freestanding inserts, there is a touch of wit, followed with the benefit and/or offer, such as:“GEICO Auto Insurance. Where ‘penny pincher’ is a compliment.”“Irritating other car insurance companies since 1936.” “GEICO Auto Insurance. Preferred by 9 out of 10 tightwads.” The copy is also conversational, making their traditional-style letter easy to read; however, their depersonalized addressing to “SENSIBLE DRIVER AT” followed by the address must be criticized. In an information age, the company would do well to develop a better database of consumers and perspectives (Rosenfield, 2005).MagazineGEICO Direct Magazine is an in-hand and online magazine that contains interesting stories and articles about safety, travel, and other GEICO products and services.-63506350Outdoor Jammin’635-6350Family Photo Diaries-50806350Offshore Sailing Schools-107956350Gourmet RetreatsNewsletterGEICO distributes GEICO Connection—a quarterly e-mail newsletter— that is designed to help customers get in touch with the company through helpful articles.SponsorshipsVirtualMost recently, GEICO integrated advertising into the Nintendo Wii “Big Beach Sports” game that allows players to compete against each other in a variety of outdoor sports. GEICO ads appear in the form of banners positioned around beach areas and is seen at the start of the event from a simulated aerial camera (Hampp, 2008).NASCARGEICO re-partnered with NASCAR driver Mike Wallace, who pilots the no. 7 GEICO Chevrolet. Ted Ward, vice president of marketing for GEICO said, “Working with Mike again will be terrific and put our brand in front of the most passionate fans in sport. Seventy-five million NASCAR fans will get to know GEICO even better and get more information about our products, services and our commitment to safety."Television networksESPNA deal between GEICO and ESPN "casts the cavemen as fantasy-football salesmen, as well as stars of a series of vignettes promoting" the net's "SportsCenter" program. Horizon Media CEO Bill Koenigsberg and Geico's media agency said, "ESPN is basically using an advertiser's icon to drive viewers to its shows. The cavemen "will appear on ESPN's television, print, digital and radio channels, and will be doing their usual, inferiority-complex-driven shtick in their appearances for ESPN" (SportsBusiness, 2008).ABC “Cavemen,” an ABC network sitcom, aired for a few months in late fall 2007(Geico, 2008).Joe Lawson, the writer behind the cavemen commercials and a Martin Agency employee, developed the cavemen pilot and decided to pursue a television show. GEICO approved and hired entertainment services agency Management 360 to pitch the idea to networks.In "Cavemen," ABC executives saw a funny idea with a built-in marketing hook (Geico, 2008). Photos from ABC sitcom “Cavemen”MerchandiseCaveman BobbleheadGecko BobbleheadSteering Wheel CoverCaveman T-shirt-35560-1270Gecko Neck PillowGeico Chip ClipGecko UmbrellaCoaster Set GEICO offers a wide variety of products featuring the Gecko and Caveman available to associates and customers. Merchandise includes products in apparel, leisure, sports, home, safety and travel. Below are just a few examples (Geico, 2008).Award-winning marketing and serviceAs a result of these tactics, GEICO's assets have climbed to $21.9 billion, policyholders have nearly doubled and the company has received various awards, including the following:2008- The Caveman was voted America's favorite advertising icon of the year and joined the GEICO Gecko on the Advertising Week Walk of Fame. 2008 Brand Keys Customer Loyalty Engagement Index Received top honors for its ability to create loyal customers.2007 Web Marketing Association's WebAwards (recognizes best design, copy writing, innovation, content, interactivity, navigation and use of technology on Web sites within 96 industries.) - Insurance Standard of - Insurance Standard of - Online Community Standard of Excellence2005 Webby Award for the Best Insurance Site2007 Forrester SurveyRated superior by consumers for its customer advocacy.Kanbay Research Institute gave high marks for functionality with rate quotes typically processed in 15 minutes (Geico, 2008).SWOT definedStrengthsTrusted, well-known company for more than 70 years.Offers competitive, affordable auto insurance rates, as well as other insurance.Easy-to use Web site, and fast customer service.Primarily does business via phone or Internet.Financially stable and policyholder growth continues to expand.Two recognizable advertising icons have become part of American pop culture. Marketing campaign uses humor to attract customers.Broad target audience.Partnership with other entities-television networks, wildlife associations, etc.WeaknessesLittle to no face-to-face interaction with personal insurance agents like competitors.Recent overload of phone lines irritates customers trying to speak with a representative.Humor in advertising causes customers to view GEICO as an unserious, unprofessional company.Current icons annoy perspective consumers with oversaturation of marketing munity involvement not known or recognized.OpportunitiesIncrease market share and policy holders with larger advertising budget.Re-position company to include more local offices in addition to 800 telephone number and Web site.Facilitate additional partnerships to advertise GEICO through icons – the Gecko and the Caveman.Introduce sales representatives and agents in advertising along with icons to promote local offices.Identify with with American communities and help their organizations.ThreatsCompetitors are using witty advertising, like GEICO, to capture consumers.Continued use of icons could deter customers.Web site has worked well, and local offices may flop.Potential to lose money in failed advertising and events.Lose brand awareness switching from icons to representatives.Marketing problemGEICO has seen consistent growth and success since its founding, but current competitors are following their primarily Web-based service, and creative and humorous advertising. Although GEICO icons have obtained great brand awareness for the company, the auto insurer needs to again differentiate itself from others. With the development of local offices, GEICO needs to promote personal agents and the benefits of visiting GEICO on location. Furthermore, these representatives need to be recognized as an important part of the company and the consumer’s purchasing power. At the same time, the GEICO icons have become part of the American culture and other companies are turning to the auto insurer for partnership in their own initiatives. GEICO should seek out more collaboration, and maximize brand awareness, specifically with nationally recognized community organizations.Marketing objectivesDevelop an integrated marketing communications campaign for GEICO by reaching its audience interested in purchasing insurance at local offices and working with a representative face-to-face to develop their policy. Continued collaboration with community groups will emphasize commitment to policy holders and ease of obtaining insurance. Specifically, GEICO will need to:Re-position the company from its primary use of 800 telephone number and interactive Web site to recognize the introduction of local offices and the benefits of working with representatives in person.Introduce sales representatives and personal agents to audience along side icons to retain brand awareness.Partner with nationally recognized community affiliations to illustrate GEICO’s commitment to community. Media objectivesThe following areas need to be met in order to connect with current customers and perspectives.Reach 20 percent of GEICO’s target audience at least 10 times a month for 5 months through an integrated marketing campaign.National media tour stops in cities with local offices to interact face-toface.Increase GEICO Web site hits to 100,000 a day.Reach 10 percent of GEICO’s target audience through public relations impressions.Increase advertising budget to $825 million.Strategies Differentiate GEICO from copy-cat competitors and introduce local offices and representatives along-side current icons.Execute a media campaign designed to communicate the importance and value of auto insurance and community.Frame campaign around partnering with community organizations and real GEICO agents to invite consumers into offices where they can work with the company in person to develop their plan.Continue to incorporate icons as spokespeople.Illustrate company’s involvement in communities across the nation.Continue to send consumers to the Web site.Feature the GEICO Corporate Community Citizens (GCCC) to emphasize current volunteer initiatives.TacticsNational media tour The GEICO Great Community Go RoundTravel throughout the nation visiting local offices in numerous cities, towns, and communities celebrating great work and introducing local offices.Five months (the duration of the campaign).Spend a day in each location.ParticipantsCurrent customersPotential customersChildrenCommunity organizationsLocal GEICO representativesGEICO Corporate Community Citizens (GCCC)SpokespeopleGeckoDressed in costumeInteracts with childrenCavemanFull make-up.Tries to sway consumers to not buy the “benefits,” but can’t think of any reasons why.Interacts more with adults (children may be frightened).Products of insurance in show setting (like a car show)Cars, motorcycles, boats, ATVs, etc.Invite community members to participate in it.Children’s gamesRaces.Scavenger hunts.Painting cave art.Fish for the Gecko.Live gecko exhibit.Caveman dance munity organizations representing workE.g. historical societies (Caveman), wildlife associations (Gecko), children’s organizations, local groups significant to the area.FundraisingMoney raised goes to organizations participating in event.FoodPrizesGEICO merchandiseTripsCarsBoatsATVsSpokespeopleGeckoDiscusses benefits of new local offices.Calls representatives “a close friend.”Enjoys not being the only one to tell people how to save money.CavemanCriticizes GEICO for initiative.Tries to find flaws.Expresses further disgust in company.Personal AgentsTalk directly to consumers.Develop policies on the munity-member/GEICO CustomerCurrent customer expresses satisfaction with the introduction of local offices.Persuades others to check it out.AdvertisingTelevisionGecko introduces personal representative.Explains the benefits of local offices.Call-to-action Web site to find nearest office.Gecko gives tour of office.Continues with humor.Gecko expresses happiness that he does not have to tell people about saving money alone. It tough work on a reptile.Mention GEICO Great Community Go Round.PrintGEICO Great Community Go Round dates.Call-to-action Web site.Benefits of local offices.Feature nationally recognized community organizations.RadioNational stationsIntroduces the GEICO Great Community Go Round.Gecko voice.Benefits of local offices.Hear from actual representatives.Local stationsDisc jockey keeps community audience informed of upcoming tour stop.When, where, why, who and how they can participate.Events happening.Personal sellingOn-site tourTables and booths allow consumers to develop a policy on the spot.Representatives talk directly with consumers.Explore at computer hubs.Direct mailTour specificSpecified to region, city or community.Include tour dates close by.Full itinerary of activities.Addressed to head of household or policy holder.Introducing local officesLetter from nearest office.Benefits of visiting personal agents.Can help develop a policy in person.Personalized and addressed to individuals.Web siteDevelop GEICO Great Community Go Round Web siteFeaturesTrack the tour.View photo gallery.Read the Gecko’s journal.Watch video introductions of personal agents.Hear testimonies from community members.Find a GEICO local office near you.Link to local office page.Link back to main GEICO quote site.Learn about GEICO’s community initiatives.Get involved in your community.Press releasesInform regional media of upcoming event in their community.Offer interviews with the Gecko, Caveman and local representative.Provide background of the company.Highlight campaigns initiatives.Spotlight an agent.Social networking Expand My Great Rides Web siteInclude cars, boats, ATVs, etc.Opens it up to more audience members.Post tour dates.Invite cyclists and car enthusiasts to attend.E-mailAsks policy holders to enter their zip code to find out when the tour will stop near them.Explains the local office initiatives.Link to GEICO Great Community Go Round Web site and .BlogWritten by Gecko.Caveman interjects with rude comments every few days.Discusses benefits of local offices.Tell consumers where his next stop is.ReferencesAllstate. (2008). Retrieved October 20, 2008, from Hathaway Annual Report. (2007). Retrieved October 19, 2008, from direct auto insurance. (1999, November 1). Direct Marketing. Retrieved October 19, 2008, from . (2008). Retrieved October 17, 2008, from , A. (2008, July 9). Geico integrated into Wii games. Advertising Age. Retrieved October 14, 2008, from , R. A., & Peterson, R. A. (2007). Strategic marketing problems (11th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.Mezera, C. (2008, August 18). Lesson 9: Measurement and Evaluation of IMC. Retrieved October 13, 2008 from eCampus: Assignments & Lessons website: . P.I. Reed School of Journalism, WVU.Nationwide. (2008). Retrieved October 20, 2008, from , J.R. (2005). Geico: The Dangers of wit, and the re-invention of long copy. Direct Mail Quotes. Retrieved October 20, 2008, from Daily. (2008, August 14). Geico cavemen to appear in "SportsCenter" spots. Retrieved October 17,2008, from article/123293Stevenson, S. (2005, July 25). The best ad on television: the brilliance of Geico's "tiny house." Slate. , K. (2007, September 25). All hail the Geico ad execs. Crucial Minutiae. Retrieved October 19, 2008, from ................
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