2. Background
• 1936 - GEICO is
established by Leo
and Lillian Goodwin
• GEICO is a company
that markets car
insurance
• Today-GEICO's
assets have reached
$28 billion
3. Goal
• A percent increase in the amount of
young drivers who choose GEICO as
their insurance company
• Increase online viewing of
www.GEICO.com
• Increase interaction on social media
sites
4. Target Audience
• Young adult 18-25 years old
• New car owners looking for insurance
• Internet users
5. Target Audience
Barriers:
• Lack of knowledge- target audience might
not have enough knowledge about car
insurance rates/plans
Competition:
•Influences from other car insurance
companies
6. KPI
• Engage with customers
• Receive feedback
• Monitoring:
– the increase in insurance policies
– websites and the number of
hits/views
– rise in hits on search engine
7. Big Idea
• Prove that GEICO
has better insurance
policies for young
adults
• Create social media
sites to keep in
contact
• Creative thread:
GEICO’s humorous
ads targeting the
audience