This was a New Business presentation that my group and I did for our Account Management class. Out of the whole class, we had the best pitch for our business and "won" the A!

1. Safety Insurance
New Business Presentation
Advertising Management 419
Olivia Bennett Susan Brennan David Cebel Tiffany Feng Ashley Loranger Alyssa Palermo

2. We are: SATADO, Worldwide.
Susan David
Tiffany
Ashley Alyssa Olivia

3. Today’s Agenda

4. Safety Insurance Agency
 Founded in 1980
 Domestic asset insurance company based in
Massachusetts
 Offers insurance products for your auto, home, and
business
 Sold exclusively through a network of independent
agents

5. Company Insight
 Works with an agent business model, not direct business model
 Committed to independent agents and the support they provide to the
customer
 Hand picked agents
 Customer service is number one priority
 24 hour customer call center
 Highest ranked technology support for agents
 VIP service to all Safety customers
 The key to our success: Service
 The key to our customer’s success: Safety

6. Insurance Category
 Property vs. Life Insurance
 Protects your auto, boat, home, and small business
 Agent vs. Direct Model
 Independent agents place appropriate customers with Safety
 Direct model takes out agent and commission the company would have to pay
them
 National vs. State
 Safety is a local company so you are never far from your agent

7. Massachusetts Market Share

8. Competitor: Commerce Insurance
 Largest market share in MA with
30%
 Founded in 1972
 Part of the global organization
MAPFRE
 Asset insurance
 Agent business model
 Covers Massachusetts and New
Hampshire

9. Competitor: Liberty Mutual
 #3 in market share in MA
with 10.3%
 Provides asset insurance
and life insurance
 Founded 1912
 Typically not purchased
through agents
 National coverage

10. Competitor: Progressive
 2-3% market share in MA
 Primarily direct buying
 Covers auto, boat,
commercial auto,
motorcycle, and RV
 Founded in 1937
 National companies

11. Research
 How they spend their time
 Multi-task
 Don’t watch a lot of live TV
 How they purchase
 Research
 Peers approval and opinions matter

12. Research
 Views on Insurance
 Geico and Progressive are top-of-mind brands
 Care about low prices
 Unaware of the role of agents
 Open to understanding the benefits of having one
 Haven’t had first had experience with property damage
 63% of parents still pay for their insurance

13. SWOT: Strengths
Strengths:
 Full service property and casualty insurance agency
 Top, hand picked agents
 Few claims are questioned because agents have brought the
company honest clients
 Award winning customer service
 Committed to improving driver safety

14. SWOT: Weaknesses
 No established or memorable brand in the millennium age
group
 Product isn’t a common purchase among targeted age group
 Not all branches of their product are applicable to targeted
age group (i.e. small business insurance)
 Cannot purchase online

15. SWOT: Opportunities
 Expand to new generation of potential customers
 Revitalize the brand through non-traditional media to attract
younger customers in new ways
 Expanding to contiguous New England states

16. SWOT: Threats
 National companies with more established brand presence
 Large direct buy companies use money saved from agent
commissions towards advertising to build brand awareness
 The economy is forcing people to sacrifice purchasing
comprehensive insurance packages for cheaply priced
alternatives

17. Communication Objectives
Within the millennium generation:
 Reach this younger target audience more effectively
 Build brand loyalty and trust between consumer and company
 Make Safety a top of mind brand by associating the company
with safety

18. Target Audience
 Millennium generation
 Born 1980-2005
 Currently overlooked as important customers for insurance
 Millis are starting to form a life that needs insurance
 Millis are interested in low prices and convenience
 Millis are getting their advertising from new media rather
than classic television commercials

19. Sample Consumer

20. Safety Customers’ Insights
 “My vehicle is always at the top of your concern.”-Walter M.
 “Why would anyone do it any other way?”-Carey B.
 “Except service, I don’t know what they could do better.”-Sherol W.
 “Safety made an unpleasant task easier. I would use this service again and
would recommend others do also. When I picked up the car it was cleaner
than when I picked it up from the dealer.”-Paul S.
 “These days it's rare to have a totally fulfilling customer service
transaction, and I can honestly say I was so impressed by the whole process
that I've been telling everyone about it.”-Jordan M.

21. Trends to Consider
 Purchasing insurance online is becoming increasingly popular due
to ease and accessibility
 Millennium generation has a tendency to purchase the same
insurance as their parents
 Millis care about peer opinions and experiences when buying
 Rise in demand for comprehensive packages because of increased
number of vehicles on the roads

22. Creative Strategy Statement
 Superior Service for a Safer New England

23. Communication and
Marketing Strategy
Communicate through peers and age appropriate media

24. Safety Nets

25. Safety Bins

26. Safety Bars

27. Social Media

28. Scheduling and Timing

29. Budget Breakdown
Guerilla: 60% of Budget $510,000
• Fenway Park “Safety Net”
• Fenway Park “Safety Parking”
• Gillette Stadium “Safety Net”
• Airport Security “Safety Bins”
• Chair life “Safety Bars”
• Cannon
• Stowe
• Sunday River
Social Media: 10% of Budget $85,000 Online: 30% of Budget $255,000
• Facebook • Hulu
• Smartphone Safety Mobile App • Pandora
• Google Ad Words

30. Any Questions?
 Ask away!