Safety Safety InsuranceInsurance

New Business PresentationNew Business PresentationAdvertising Management 419

Olivia Bennett Susan Brennan David Cebel Tiffany Feng Ashley Loranger Alyssa Palermo

We are: SATADO, Worldwide.

Susan

Tiffany

Olivia

Ashley

David

Alyssa

Today’s Agenda

Safety Insurance Agency

Founded in 1980

Domestic asset insurance company based in Massachusetts

Offers insurance products for your auto, home, and business

Sold exclusively through a network of independent agents

Company Insight Works with an agent business model, not direct business

model Committed to independent agents and the support they

provide to the customer Hand picked agents

Customer service is number one priority 24 hour customer call center Highest ranked technology support for agents VIP service to all Safety customers

The key to our success: Service

The key to our customer’s success: Safety

Insurance Category

Property vs. Life Insurance Protects your auto, boat, home, and small business

Agent vs. Direct Model Independent agents place appropriate customers with Safety Direct model takes out agent and commission the company

would have to pay them

National vs. State Safety is a local company so you are never far from your agent

Massachusetts Market Share

Competitor: Commerce Insurance

Largest market share in MA with 30%

Founded in 1972

Part of the global organization MAPFRE

Asset insurance

Agent business model

Covers Massachusetts and New Hampshire

Competitor: Liberty Mutual

#3 in market share in MA with 10.3%

Provides asset insurance and life insurance

Founded 1912

Typically not purchased through agents

National coverage

Competitor: Progressive

2-3% market share in MA

Primarily direct buying

Covers auto, boat, commercial auto, motorcycle, and RV

Founded in 1937

National companies

Research

How they spend their time Multi-task Don’t watch a lot of live TV

How they purchase Research Peers approval and opinions matter

Research

Views on Insurance Geico and Progressive are top-of-mind brands Care about low prices Unaware of the role of agents

Open to understanding the benefits of having one Haven’t had first had experience with property damage 63% of parents still pay for their insurance

SWOT: Strengths

Strengths:

Full service property and casualty insurance agency

Top, hand picked agents

Few claims are questioned because agents have brought the company honest clients

Award winning customer service

Committed to improving driver safety

SWOT: Weaknesses

No established or memorable brand in the millennium age group

Product isn’t a common purchase among targeted age group

Not all branches of their product are applicable to targeted age group (i.e. small business insurance)

Cannot purchase online

SWOT: Opportunities

Expand to new generation of potential customers

Revitalize the brand through non-traditional media to attract younger customers in new ways

Expanding to contiguous New England states

SWOT: Threats

National companies with more established brand presence

Large direct buy companies use money saved from agent commissions towards advertising to build brand awareness

The economy is forcing people to sacrifice purchasing comprehensive insurance packages for cheaply priced alternatives

Communication Objectives

Within the millennium generation:

Reach this younger target audience more effectively

Build brand loyalty and trust between consumer and company

Make Safety a top of mind brand by associating the company with safety

Target Audience

Millennium generation Born 1980-2005

Currently overlooked as important customers for insurance

Millis are starting to form a life that needs insurance

Millis are interested in low prices and convenience

Millis are getting their advertising from new media rather than classic television commercials

Sample Consumer

Safety Customers’ Insights

“My vehicle is always at the top of your concern.”-Walter M.

“Why would anyone do it any other way?”-Carey B.

“Except service, I don’t know what they could do better.”-Sherol W.

“Safety made an unpleasant task easier. I would use this service again and would recommend others do also. When I picked up the car it was cleaner than when I picked it up from the dealer.”-Paul S.

“These days it's rare to have a totally fulfilling customer service transaction, and I can honestly say I was so impressed by the whole process that I've been telling everyone about it.”-Jordan M.

Trends to Consider

Purchasing insurance online is becoming increasingly popular due to ease and accessibility

Millennium generation has a tendency to purchase the same insurance as their parents

Millis care about peer opinions and experiences when buying

Rise in demand for comprehensive packages because of increased number of vehicles on the roads

Creative Strategy Statement

Superior Service for a Safer New England

Communication and Marketing Strategy

Communicate through peers and age appropriate media

Safety Nets

Safety Bins

Safety Bars

Social Media

Scheduling and Timing

Budget Breakdown

Social Media: 10% of Budget $85,000• Facebook• Smartphone Safety Mobile App

Online: 30% of Budget $255,000• Hulu• Pandora• Google Ad Words

Guerilla: 60% of Budget $510,000• Fenway Park “Safety Net”• Fenway Park “Safety Parking”• Gillette Stadium “Safety Net”• Airport Security “Safety Bins”• Chair life “Safety Bars”

• Cannon• Stowe• Sunday River

Any Questions?

Ask away!