allstate's online brand

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