Sarah Ballard
Paige Brennan
Wren Ludlow
Mike McMahan
Sam Petersen
Megan Ryssman
Dr. Kenneth Plowman
Brigham Young University
SWOT Analysis
Strengths
-Allstate is the second-largest personal lines insurer in the U.S.
-Allstate provides competitive benefits, including stock options for agency owners and
employees
-Its slogan “You’re in Good Hands with Allstate” is widely known and successful
-Insurance products (auto, home, life and retirement) are very accessible to public,
through Allstate agencies, Allstate exclusive financial representatives, its website and a
1-800 number
-Allstate provides support and incentives for those wishing to start careers as Allstate
agents (private business owner)
-Allstate has started to establish a name in Utah – they were in the top five providers of
home and auto insurance in 2012
-Allstate spends over 800 million dollars in marketing annually
Weaknesses
-Allstate has a less favorable reputation in Utah among the public
-Allstate has zero presence in life and retirement categories – it was not in the top 20
Utah insurance providers in 2012 for those categories
-Allstate is on the expensive end of the price spectrum (in comparison to top insurance
providers in the United States: State Farm, Geico and Progressive)
Opportunities
-Allstate has too few representatives in Utah considering population/growth of the state
-Utah is one of the fastest growing economies with tremendous market potential
-White, non-Hispanics are the most common small-business owners in the U.S. and Utah
is 79 percent white, non-Hispanic
-Allstate, despite being more expensive, is known for the highest quality of service,
especially regarding its accident forgiveness program
Threats
-There are misconceptions regarding the process to obtain a license and start a franchise
-State Farm, American Family and Bear River Mutual Insurance companies are the
dominant providers of home and auto insurance in Utah in 2012
- Self-employment (which includes small-business owners) in Utah has declined over the
last decade. Self-employed males fared the best compared with other demographic groups
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Situation Analysis
Allstate Corporation has established itself as the second largest personal lines
insurer in the U.S. with its largely recognized slogan, “You’re in Good Hands with
Allstate;” however, Allstate has just begun to establish itself as a principal provider of
home, auto, life and retirement insurance in Utah. Three main companies dominate the
Utah auto and home insurance market: State Farm, Bear River and American Family
Mutual Insurance providers. Other companies that work exclusively with those specific
lines dominate the life and retirement insurance lines. Allstate utilizes a franchise model,
hiring small business owners as Allstate agency owners all across the country. Utah is
one of the fastest growing states in the country with promising growth for the insurance
industry. With the many incentives and support that Allstate provides for start-up agency
owners, it must find a way to recruit Utahns as agency franchise owners or it will
potentially miss out on great earning potential in a market where it is already understaffed
and under-represented.
Allstate is on the expensive end of the price spectrum in comparison to the top
four insurance providers in the US: Bear River, State Farm, Geico and Progressive.
However, it is well known for top-notch service, especially with its accident forgiveness
campaign. Other problems that may need to be addressed are the misconceptions
surrounding franchise and licensing issues in the Allstate business model. In addition,
self-employment (including small-business owners) has been gradually declining over the
last decade in Utah.
Core Problem
Allstate Corporation must find a way to recruit people in Utah who would
potentially make successful Allstate agency owners or it will continue to under represent
its services in Utah and lose out on great earning potential in what is considered an
untapped market with promising growth.
Goal & Objectives
Goal: To increase the number of Allstate agents in the state of Utah by recruiting
talented, prospective small business owners and franchisors.
Objective 1: Increase the number of Allstate agents in Utah by 10 percent within nine
months.
Objective 2: Increase general awareness of Allstate franchise and licensing opportunities
from 30 percent to 65 percent within six months.
Objective 3: Place Allstate agent job listings on 90 percent of local job sites within four
months.
Objective 4: Increase number of monthly Allstate agent job inquiries in Utah by 50
percent within six months.
The Big Idea
The campaign targets Utahns with the potential to become successful Allstate
agency owners. The slogan, “Put Your Work in Your Hands,” will attract motivated
individuals who feel connected to their respective communities. This idea of working
hard and capitalizing on business opportunities spans age, gender, race and brand
loyalties. The big idea compliments Allstate’s current slogan, “Are you in good hands?”
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and embodies what potential agents could do to help their neighbors, communities and
families. Allstate’s friendship and concern for its customers knits together communities
and can motivate Utahns to become agency owners. Utah is made up of many small
towns and counties that could value the service that Allstate provides. “Put Your Work in
Your Hands” is a call-to-action that will motivate Utahns now and in the future to
become productive agency owners and to build up the Allstate legacy.
Key Publics & Messages
Utah Small Business Administration (SBA)
Demographics & Psychographics: Retired business owners, middle-aged, educated,
firm belief in American dream, class mobility
Self-interests: Championing the small businesses of Utah, allowing them to be
successful companies
Relationship: Interested in helping out Allstate’s small business owners, help to develop
franchise and cliental
Objectives: Increase the number of Allstate agents in Utah by 10 percent within nine
months; Increase general awareness of Allstate franchise and licensing opportunities from
30 percent to 65 percent within six months; Place Allstate agent job listings on 90 percent
of local job sites within four months
Influentials: Small business owners, government, local civic leaders and employees
Primary Message: You can allow hundreds of Utahns to become small business owners
by ‘putting work in their hands’ as insurance agents.
Secondary Messages:
-Allstate is a Fortune 100 company
-The number of small-business owners in Utah has declined over the last decade
-Utah is the fastest growing state economy in the US
-Allstate protects its franchisors
Women over the age of 21
Demographics & Psychographics: Twenties to middle-aged women, interested in
supporting themselves, some education, independent, financial obligations
Self-interests: Financial success, sustainable future, support family
Relationship: Heard of Allstate, unaware of employment opportunities as an Allstate
agent
Objectives: Increase the number of Allstate agents in Utah by 10 percent within nine
months; Increase general awareness of Allstate franchise and licensing opportunities from
30 percent to 65 percent within six months; Increase the number of Allstate agents in
Utah by 10 percent within nine months; Increase number of monthly Allstate agent job
inquiries in Utah by 50 percent within six months
Influentials: Family, community leaders, peers, fellow professionals
Primary Message: Jump into a career with promised growth that allows you to manage
your time and sustain your future.
Secondary Messages:
-Bonuses and incentives are provided for new franchise owners
-Licensing and opening a franchise takes less than nine months
-Sixty percent of Allstate employees are women
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-Competitive benefits for franchise owner and employees
Hispanic Community
Demographics & Psychographics: Lower percentage of educated individuals, bilingual,
predominately blue collar workers, strong family values, largely immigrants, desire to be
financially secure
Self-interests: Financial success, support family, build up community, increase status
Relationship: Heard of Allstate brand, unaware of employment opportunities
Objectives: Increase the number of Allstate agents in Utah by 10 percent within nine
months; Increase general awareness of Allstate franchise and licensing opportunities from
30 percent to 65 percent within six months; Increase the number of Allstate agents in
Utah by 10 percent within nine months; Increase number of monthly Allstate agent job
inquiries in Utah by 50 percent within six months
Influentials: Family, community leaders, civic leaders, current employers
Primary Message: Jump into a career with promised growth that allows you to manage
your time and sustain a future for your family and the Hispanic community.
Secondary Messages:
-Thirty percent of Allstate employees are Hispanic
-Hispanics represent only 9,000 of the small business owners in Utah
- Competitive benefits for franchise owner and employees
Trade & Vocational school students
Demographics & Psychographics: Eighteen to thirty-five, more liberally minded,
dependent on parents, desire to be financially independent, motivated by sustainable
career opportunities
Self-interests: Get started in a career quickly, financial security, sustainable future
Relationship: Heard of Allstate brand, unaware of employment opportunities
Objectives: Increase the number of Allstate agents in Utah by 10 percent within nine
months; Increase general awareness of Allstate franchise and licensing opportunities from
30 percent to 65 percent within six months; Increase the number of Allstate agents in
Utah by 10 percent within nine months; Increase number of monthly Allstate agent job
inquiries in Utah by 50 percent within six months
Influentials: Peers, faculty advisors, family, community leaders.
Primary Message: Start making money fast in a promising career as an Allstate
insurance agent.
Secondary Messages:
-Allstate licensing does not require a college degree
-Utah is the fastest growing state economy in the US
- Competitive benefits for franchise owner and employees
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Strategies & Tactics
Public: Utah Small Business Administration (SBA)
Strategy One: Create understanding of franchising and licensing requirements as well as
general awareness of job opportunities with Allstate through social media.
Tactics:
- Post original tweets from the Allstate twitter account weekly that contain a link to the
Allstate website page that explains franchising and licensing procedures.
- Use hashtags and handles of Utah job searching groups and websites in all tweets.
- Facebook posts that contain links to the Allstate webpage.
- Blog posts from current Utah agents.
- Pinterest presence with help of female agents and wives of agents.
- YouTube one-minute explanation and promotion video emphasizing the simplicity of
running a franchise.
- Embed YouTube video in website and link the video to all social media posts.
Strategy Two: Share Allstate job opportunities through personal communication.
Tactics:
- Phone calls to employment offices throughout the state.
- Emails to online listing sites.
- Personal visits to employment offices where Allstate has weakest presence.
Public: Women over the age of 21
Strategy One: Convince women to inquire about franchise opportunities through group
presentations and advertisements in women’s publications.
Tactics:
- Five-minute presentation by female agents at women’s conferences in Utah about
franchise opportunities.
- Advertisement in all Utah women’s conference brochures, publications.
- Advertisement in LDS Living.
- Advertisement in Wasatch Woman Magazine.
- Advertisement in Utah Women Magazine.
- Advertisement in Utah Business Magazine.
Strategy Two: Share Allstate job opportunities through personal communication.
Tactics:
- Phone calls to employment offices throughout the state.
- Emails to online listing sites.
- Personal visits to employment offices where Allstate has weakest presence.
Public: Hispanic Community
Strategy One: Through web advertising we will dispel misconceptions related to
franchising and licensing procedures.
Tactics:
- Design a section of our website to clearly and simply explain franchise and licensing
procedures.
- Create a series of banner ads that incorporate the “Put Your Work in Your Hands” big
idea with a focus on the simplicity of franchise and licensing procedures and a link to the
appropriate portion of the website.
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- Purchase advertising banner space on Facebook to appear on pages of Utah residents
over 21 years old.
- Purchase advertising banner space on all Utah employment websites.
- Through Google, Yahoo and Bing arrange to have our ads/links appear when Utah
residents search for anything with the following tags: jobs, entrepreneur, insurance,
allstate, franchise, small business, insurance agent, your work your hands and you’re in
good hands.
Strategy Two: Share Allstate job opportunities through personal communication.
Tactics:
- Phone calls to employment offices throughout the state.
- Emails to online listing sites.
- Personal visits to employment offices where Allstate has weakest presence.
Public: Trade and Vocational School Students
Strategy One: Through presentations at trade and vocational schools we will increase
awareness of Allstate franchise opportunities.
Tactics:
- Emails and personal pitches to all trade and vocational institutes in Utah.
- Create booth set-up for career/job fairs.
- Send a promotional team to career fairs at trade and vocational institutes.
- Have our “Put Your Job in Your Hands” brand on gloves for swag at fairs.
- Provide job application resources at booth.
Strategy Two: Share Allstate job opportunities through personal communication.
Tactics:
- Phone calls to employment offices throughout the state.
- Emails to online listing sites.
- Personal visits to employment offices where Allstate has weakest presence.
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Evaluation
Objective 1
Criteria:
The number of Allstate agents in Utah has increased by 10 percent within nine months.
Tools:
Record of the amount of new Allstate agency owners tracked by Allstate Corporation.
Objective 2
Criteria:
General awareness of Allstate franchise and licensing opportunities has increased from
30 percent to 65 percent in six months.
Tools:
Survey distributed to Utahns at the end of nine months.
Objective 3
Criteria:
Allstate agent job listings placed on 90 percent of local job sites in four months.
Tools:
Tracked local job sites and kept record of change.
Objective 4
Criteria:
Number of monthly Allstate agent job inquiries increased in Utah by 50 percent in six
months.
Tools:
Monitored the number of hits on Allstate employment website and call center.