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Meaghan Hunt
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
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
Target Audience
• Young adult 18-25 years old
• New car owners looking for insurance
• Internet users
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
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
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
Budget
• Current budget: $ 1 billion
• At least $300,000 towards digital
  advertising
References
• http://www.geico.com/about/corporate/history/

• www.geico.com
• http://www.mediapost.com/publications/article/

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