GEICO DIGITAL S

TRATEGY

B Y : LI N

D S E Y ST E V E N S

HISTORY OF GEICO

• Founded in 1936 by Leo and Lillian Goodwin

• The Company was originally aimed at providing insurance for government employees and their family.

• GEICO actually stands for Government Employees Insurance Company.

• It is under ownership by a holding company called Berkshire Hathway.

WHICH CHARACTERS DO YOU REMEMBER?

1999 was the first debut of the gecko

2004 was the first debut of the Caveman Character

2009 was the first debut of the Kash

2015 was the debut of the Mother

2010 was the first debut of the Caveman Character

STATE THE BRAND

Key Messages of the GEICO Brand: • Reliable• Fast Service • Easy to Use• Leader in Media• Growth

WHAT GEICO HOPES TO CONVEY TO THEIR CUSTOMERS

STRENGTHS• Their media promotes the brand instead of constantly

pushing products• The brand uses their budget in a way that creates a positive

image• GEICO has 438,726 likes on facebook, 49,200 followers on

twitter,• Uses popular trends to become relatable among several

platforms • Constantly has new characters and a mix of campaigns

running at once• Media is catchy so that consumers remember the punch

line/message

WEAKNESSES• Only 3,791 followers on Instagram. (State Farm has 26.7K

followers)• Spends a lot of money to target a very broad audience,

instead of effectively reaching one main audience• Weak relationship between company and consumer • Their light humor may make the customer feel that they

would not take an accident seriously

SUGGESTIONS FOR IMPROVEMENT• Utilize the Gecko• Games, Instagram account, Host a Gameshow on Insurance Mini

Series• Narrow the Target Audience• Families, Age 25-45, Middle Income, Suburban/City Areas,

• Strengthen relationship between the Company and Consumer• GEICO Boat Races “Shipping out the Problem”

• Promote the GEICO App more than the website

BUDGETOld Budget:Marketing= $1 BillionAdvertising= $1 Billion

New Budget :Marketing=$1.5 BilllionAdvertising= $1.2 Billion

How to Use the New Budget:

Marketing:New strategies, promotions, and introducing a new mini series online and on television.

Advertising:Strengthening media accounts to create a relationship between consumer and the company

TARGET AUDIENCE

Families: When families feel safe they recommend

Middle Class:People who are dealing with their insurance first hand and looking for a reliable service

Age 25-45:Those who are looking to grow with insurance,

Suburban Areas:Implement themselves as a friendly neighbor-Loyal, Close, Sturdy.

FAVORITE FEATURESBeing Funny or Witty to just create a positive Image without

pushing a product:https://www.youtube.com/watch?v=64cBC3IgcCw

Staying up with Current Trends and Hashtags: