allstate's online brand
TRANSCRIPT
Allstate’s online brandA full digital marketing strategy for Allstate Insurance Company
Who to reach? Target audience: Middle-aged,
middle-class people People who own stuff, want to
protect it, and have the money to do so Includes people like:
Homeowners Car owners Parents
What they’re doing right
SEO marketing strategy Main webpage
comes up as one of the first on related Google searches
Main website
Creating the need
Create more reach and engage potential customers more by showing the value of their things
Employs a larger audience Makes people more connected to
their things and the brand
#AllstateFirstCarFriday Weekly Twitter,
Instagram, and FaceBook #hashtag theme
Engages users and creates a wider reach
Offer a prize to best or most creatively shown “first car”
Social media measures
#AllstateFirstCarFriday effectiveness measured easily Number of people using, favoriting, and retweeting
Goal = trending in the U.S.
Allstate profiles To promote the Allstate
blog more Profile people who have
benefited from protecting their valuables with Allstate’s insurance
Include a picture and detailed story and interview
Thanks to Allstate, couple rebuilds home after fire
Promoting the profiles Profiles would be promoted on FaceBook and Allstate’s
website Measuring effectiveness
Tracking amount of web traffic that comes from each site Click through to main web site from blog profiles
Couple rebuilds home after fire
Budget
$14,000 per month $4,000 – oversight of blog profiling $10,000 – promoting
#AllstateFirstCarFriday on both Twitter and FaceBook equally Once #hashtag catches on,
decrease spending by $2,000 as would be self promotional
Conclusion
Targeting middle-aged and middle-class Continue current SEO marketing strategy Keep main website design #AllstateFirstCarFriday Success story profiles $14,000 per month budget