Integrated Marketing Communications
Case Study
Lauren Peretti
GEICO
10/20/2008
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GEICO
Research elements
Background
GEICO, the Government Employees Insurance Company, is the third-largest, private
passenger auto insurer in the U.S., providing auto coverage to nearly 8.5 million policy holders,
and insuring more than 14.4 million vehicles. GEICO also offers insurance for motorcycles, allterrain vehicles (ATV's), boats, homes, apartments and mobile homes, as well as commercial
auto insurance, personal umbrella protection and life insurance (Geico, 2008).
GEICO’s first customers were government employees and military personnel. Leo
Goodwin, who founded the company in 1936, determined he could distribute automobile
insurance at reduced prices by selecting primary customer groups and marketing directly to
them. Seventy years later, GEICO continues “to offer excellent coverage at low prices and
provide outstanding customer service” with the help of more than 23,000 associates (Geico,
2008).
History
Amidst the Great Depression of the mid-1930s, Leo and Lillian Goodwin took a risk and
built GEICO from the ground up. By lowering company costs and marketing directly to
consumers, the couple passed along lower premiums and still earned a profit. In 1936, GEICO
operations were officially established in Washington, D.C., and the two worked to underwrite
policies, set rates, issue policies and market auto insurance to customers, federal employees
and military officers. By the end of the first year, there were 3,700 GEICO policies in force and a
staff of 12 people.
In 1948, Lorimer Davidson, an investment banker and a friend of the Goodwins, joined
GEICO to help them find new investors, and following Goodwin’s retirement, he was named
successor and presided over GEICO’s new headquarters in Chevy Chase, Md., in 1959. Growth
continued and in 1964, GEICO passed the one million policyholder mark, and net earnings
doubled to $13 million two years later.
In 1965, GEICO opened numerous sales and service offices for walk-in customers and
its first drive-in claims office. Later in the 1980s, GEICO introduced the 24-hour, 365-day
telephone service for claims, sales and service as its emphasis on customer service deepened.
Olza "Tony" Nicely was named GEICO's new chairman, president and CEO in 1993. In
1995, Berkshire Hathaway investment firm bought the remaining shares of GEICO's outstanding
stock, and GEICO soon became a subsidiary of a very profitable organization. Both changes led
to an expansion in customer base and an increased advertising budget that would send GEICO
toward higher national visibility.
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Partnership with Auto Repair Xpress created more than 400 repair shops across the
nation, providing a full service package of extras to policyholders, including onsite adjusters,
onsite rental vehicles, lifetime service guarantees and continuous claim supervision.
Currently, GEICO is the largest auto insurer in New York, Maryland, the District of
Columbia and Hawaii, and is very near the top in several other states. Furthermore, the
company’s assets total $21.9 billion (Geico, 2008).
Products
Insurance
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Auto
o
Customers can save 15 percent or more on car insurance by switching to
GEICO.
o Premiums
 Bodily injury liability
 Medical payments, no-fault or personal injury protection coverage
 Uninsured motorists coverage
 Comprehensive physical damage coverage
 Collision
 Property damage liability
 Rental reimbursement
Motorcycle
o GEICO covers most types of motorcycles including: cruisers, street sport,
touring, high-performance bikes and scooters.
ATV
o Covers all terrain vehicles on the trails, including:
 Liability
 Comprehensive
 Collision
 Uninsured/Underinsured
Umbrella
o A personal umbrella policy is useful if the value of assets exceeds auto,
homeowners, and/or boat insurance limits. It can also protect from additional
liabilities not covered by your other policies.
Homeowners
o Designed to cover the structure of the home and includes protection for various
kinds of personal property, as well as liability coverage.
Renters
o When renting an apartment, single family home, or townhouse, the landlord's
policy probably does not cover personal items in the event of theft, or fire and
water damage.
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A renter’s policy protects personal property, such as electronics, furniture, and
clothing from a variety of losses.
o Liability coverage helps if someone is accidentally injured on the property due to
negligence.
Condo/Co-op
o Consumers who live in large high-rise style buildings, side-by-side townhomes,
or own a condo or co-op need insurance to protect personal items or the interior
walls of the unit.
RV
o Covers recreational vehicles, including sport utility, motorhomes and trailers.
 Towable RV’s, such as conventional travel trailers, fifth-wheel travel
trailers, travel trailers with expandable ends, folding camper trailers and
truck campers.
 Toy-haulers to transport motorcycles and ATVs.
Life
o Prepares consumers for the unexpected and protects family members in case
something happens.
o Income replacement is the largest reason why people buy life insurance, and it
can be used to achieve specific business or estate planning goals.
Boat/PWC
o Protects consumer’s boats, jet-skis, sailboats, and personal watercrafts against
accidents, vandalism and liability.
Flood
o Consumers, who live in flood-prone areas and have a mortgage, may be required
by federal law to have flood insurance that would cover water damage to the
structure of the home and personal property.
Mobile home
o Policies cover the mobile home itself, items of personal property, and include
liability coverage that could help cover accidents caused by negligence.
Overseas
o GEICO subsidiary, the International Insurance Underwriters, Inc. (IIU), acts as
the consumer’s insurance agent while abroad to insure all documents needed
are shipped, registered, and cross international borders.
Commercial
o Private passenger insurance policies do not cover vehicles for most business
use, and this coverage protects commercial cars and trucks.
Identity theft protection
o Protects the consumer’s credit and name by signing them up for Identity Theft
Protection (Geico, 2008).
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Customer privileges and savings
GEICO policyholders are eligible for special discounts from more than 80 participating
retailers through the GEICO Privileges program (Geico, 2008), including the following:
Travel and entertainment
Alamo Car Rental
Blockbuster
Busch Gardens in Tampa Bay,
Florida Theme Park Tickets
Busch Gardens Williamsburg in
Virginia Theme Park Tickets
Choice Hotels
DIRECTV
eBags.com
eMusic.com
Enterprise Rent-A-Car
ExtendedStayHotels.com
Gecko Store Online
Great American Days
Happy Camper Half Price Club
Hertz
Legoland Theme Park Tickets
hotels.com
Movie Tickets
National Car Rental
RandMcNally.com
Samsonite Company Stores
SeaWorld Orlando in Florida
Southwest Vacations
Theme Park Ticket Savings
Thrifty Car Rental
TicketsNow.com
Universal Studios Hollywood
Auto and motorcycle
Carperks
DriversEdDirect.com
GEICO Insurance
JC Motors
JCWhitney.com
LoJack.com
MAACO
Meineke
Monro
RoadLoK
Suomy USA
TrafficSchool.com
YukonLeather.com
Home and garden
1-800-FLOWERS.com
ADT
Brinks
costco.com
Davidscookies.com
EmbracePetInsurance.com
FromYouFlowers.com
FTD.com
HeyYouBaby.com
Illuminations.com
Mrs. Fields
OfficeDepot.com
Omaha Steaks
ProFlowers
Sears Commercial
Everyday needs
Barnes & Noble.com
Bluefly.com
danskin.com
DentalPlans.com
Eastbay.com
FashionBug.com
Footlocker.com
FragranceNet.com
Hanes.com
Helzberg Diamonds
ICE.com
Intuit TurboTax®
JustBetweenFriends
LibertyTax.com
Magazines.com
Modells.com
Motherhood Maternity
PODS
Shoes.com
skechers.com
thesportsauthority.com
Zales
Target audience
Auto insurance, as an industry, has perhaps the broadest target audience of any
product, and has no niche. Regardless of mood, status, income or location, various types of
people drive and hopefully have insurance. Specifically, GEICO targets males and females ages
24-64, and appeals to customers with humor and wit.
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Insurance industry distinction
GEICO's method of conducting business- through direct sales over the phone and via
their Web site- is a key distinction in the auto insurance industry. With the launch of their first
large-scale television and radio advertising campaign, the company acquired new customers
without the aid of sales agents.
GEICO first developed a clear, five-point message about its insurance: a 15 minute rate
quote; 15 percent savings; complete 24-hour service; eliminating the middleman and 48-hour
claims handling. Each ad uses a strong call to action phone number or Web address, and a
sense of humor to convey the sales message (Geico direct, 1999).
GEICO competitors have begun to use the same wit in their advertising campaigns, as well.
 Nation Wide
o The “Life Comes at You Fast” campaign uses humor to break through negative
thoughts and open the door for healthy discussions about insurance and financial
services to prepare for the unexpected.
o Features accident forgiveness (Nationwide, 2008).
 Allstate
o The “Our Stand” campaign takes a strong stand for consumers’ interests by
delivering a simple, straightforward message that highlights the many benefits of
having insurance protection (Allstate, 2008).
 Progressive
o The “It’s all about you. And it’s about time” campaign features ads in which
insurance is a tangible product that consumers shop for in a store. The witty and
corky cashier checks customers out at the register and discusses the benefits of
the company and finishing the commercial with- “now that’s progressive.”
Growth
Since its founding in 1936, GEICO has grown to have 8.5 million policy holders and
more than 23,000 associates, and the company is still expanding. In 2007, GEICO had the best
growth record among major auto insurers. Below are statistics, as well as a portion of the 2007
Berkshire Hathaway Annual Report.
 Increased market share to 7.2%.
 Annual ad expenditures increased to $751 million.
 Sales reached $12 billion.
 Increased share of the motorcycle market from 2.1% to 6% in three years (Berkshire,
2007).
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Financial strength
GEICO’s financial strength affords them the opportunity to offer low premium insurance. As
a wholly-owned subsidiary of Berkshire Hathaway, Inc., GEICO has assets of over $15 billion.
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A++ From A.M. Best:
o A.M. Best is a leading independent analyst of the insurance industry.
o GEICO has consistently earned its highest A++ rating for financial stability.
o Only five percent of property and casualty companies earn this superior rating.
AAA From Standard and Poors
o Standard & Poors (S&P) has consistently awarded GEICO affiliates its highest grade
for financial strength.
o GEICO also underwent S&P's most rigorous review and achieved top ratings for
financial strength earning the Standard & Poors Security Circle designation (Geico,
2008).
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Financial Information (Geico, 2008)
June 30, 2008
GEICO
GEICO
General
GEICO
Indemnity
GEICO
Casualty
Admitted Assets
Reserves
(Loss, LAE,UPR)
Total Liabilities
12,714,748,224 159,418,218
7,316,434,266
-
4,732,182,752
2,780,302,494
260,485,366
41,073,231
7,995,913,805
80,691,316
2,980,619,826
136,932,309
Policyholders'
Surplus
4,718,834,420
78,726,902
1,751,562,926
123,553,058
Customer service
15 minute quote
One of GEICO’s most prevalent selling points is “15 minutes could save you 15% or
more on car insurance,” and ads boast that “it's quick and easy to get a free car insurance quote
online. The online policy application is available 24/7.” This feature is also available through
their 800 telephone number in which consumers can talk with an agent.
Local stores
GEICO has more than 23,000 associates in 12 major locations around the country,
including:
 Tucson, AZ
 Honolulu, HI
 Woodbury, NY
 San Diego, CA
 Coralville, IA
 Dallas, TX
 Lakeland, FL
 Chevy Chase, MD
 Fredericksburg, VA
 Macon, GA
 Buffalo, NY
 Virginia Beach, VA
The company is now opening local offices in various communities and introducing personal
agents to clients. At http://www.geico.com/local/, consumers can find the contact information of
the closet representative to them and visit the office. The Gecko himself personalizes the
message by saying, “Shopping for insurance? Give Alyssa Palermo a call. She's a personal
friend of mine. Alyssa Palermo and her staff of licensed insurance professionals live and work
right in your community. So if you need to set up a policy, adjust your coverage, or find even
more ways to save money on your car insurance, they're there for you. Get the personal
attention, expertise, and savings you deserve. Call or visit your local GEICO office today.”
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Icons
Currently, GEICO uses two different icons, or spokespeople, to express two messagesone boasting savings and the other an easy-to-use Web site- that each carry strong ties to the
GEICO brand.
 Gecko
o Introduced in 2000
o Developed by the Martin Agency
o Proposed when consumers where
pronouncing GEICO as gecko.
o Computer-generated talking lizard.
o Charming reptile with an English accent.
o Chats about being the GEICO spokesman
and saving people money on car insurance.
o Voted one of the most popular advertising
icons in 2005.
 Caveman
o Deputed in 2004
o Developed by the Martin Agency
o Neanderthal-like caveman living in the
modern world
o Sarcastic, yet sophisticated, spokesmen
o Campaign used to brand GEICO’s Web site.
o Emphasizes that using geico.com is "so easy
even a caveman could do it."
o As the Cavemen are disgusted and try to
distance themselves from GEICO, they bring
more attention to the auto insurer.
o Voted one of the most popular advertising icons in 2008, and has become part of
the American pop culture (Geico, 2008).
Corporate social responsibility
Safety Belt Poster Contest
Young artists across the country age 6-18 are invited to enter the Safety Belt Poster
Contest to help spread the safety belt message and save lives. Students design, draw, paint,
color or cut and paste an original picture and message emphasizing the importance of using
safety belts. Winners receive cash prizes (Geico, 2008).
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Community events calendar
GEICO works hard to “ensure a better community for the people they insure.” As part of
GEICO's corporate mission—to encourage active, involved citizenship— the company’s
associates read, build, mentor, walk, run, and coach to help people in need. Through GEICO
Corporate Community Citizens (GCCC), the associates contribute to, and participate in a variety
of activities where offices are located, and volunteers average five hours a week helping many
organizations (Geico, 2008).
Wildlife conservation advocacy
GEICO’s partnership with the Association of Zoos and Aquariums (AZA) made the
GEICO Gecko the “spokescreature” to help raise awareness and promote the wildlife
conservation work done by zoos and aquariums across America. The joint public awareness
project will support more than 200 AZA-accredited zoos and aquariums nationwide during a
three-year partnership, and will include a live gecko exhibit and advertisements via television,
radio and newspaper promoting wildlife conservation featuring the Gecko.
Ted Ward, GEICO's vice president of marketing said, "This partnership is a natural fit for
both GEICO and AZA. Not only is the Gecko promoting a good cause, but we can hopefully take
advantage of its appeal and reach a big audience."
Currently, there are four GEICO-AZA television spots featuring the Gecko humorously
interacting with an otter, giraffe, jellyfish or gorilla. Sir David Attenborough, naturalist and
broadcaster of documentaries, makes an appearance in some of the spots. A large component
of wildlife conservation is providing education about endangered species, like geckos, and
GEICO’s Gecko helps teach others how to protect species from extinction (Geico, 2008).
Green efforts
GEICO is committed to the environment, and like many corporate companies, it is going
green, too. The company encourages its associates to be environmentally responsible through
recycling programs and energy and water saving initiatives. Consumers can make electronic
payment via geico.com and the eBill system, eliminating paper and waste in our offices and
conserving energy to protect the environment (Geico, 2008).
Environmental safety and pollution prevention
GEICO is concerned about the environment and requires their auto body repair shops to
pass an environmental and safety training program. By working with the Coordinating
Committee on Automotive Repair (CCAR) within the United States Environmental Protection
Agency Compliance Assistance Center, GEICO repair shops have Safety and Pollution
Prevention (SP2) training specific to auto body repair. In 2003, GEICO was the first recipient of
CCAR's Environmental and Safety Stewardship award and the first major supporter of the
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training that has been adopted by General Motors, DaimlerChrysler, Toyota and Automotive
YES schools.
Marketing strategy
GEICO’s integrated marketing approach has developed a brand that is nationally recognized
and well-liked by its policyholders. In 1996, GEICO invested heavily in national advertising with
print, radio and television ads and direct mail materials, and the company's growth increased.
With the help of the Martin Agency, GEICO ads and promotional materials have continued to
flood audiences (Geico, 2008).
In 2006 alone, Geico spent $483 million dollars on advertising (compared to internationally
known Coca-Cola Company who spent a mere $326 million), and there all-out approach pushed
competitors, like Allstate, State Farm, and Progressive, to do the same (Torgovnick, 2007).
GEICO’s unique marketing technique currently features a high volume of ads that reach
various individuals. “While its competitors are running lots of dour ads that exploit our fear of
accidents, GEICO stands out from the clutter with its oddball humor and lighthearted tone. The
company has managed to inject fun into a product that we resent having to buy and that we
associate with miserable moments” (Stevenson, 2005).
Promotional Tactics
Commercials
GEICO has become very successful making something as mundane as car insurance
seem fun and interesting through their commercials. Between the GEICO Gecko, the Cavemen,
and the GEICO racing spots featuring NASCAR’s Mike Wallace, GEICO reaches its varied
audience through creative marketing and advertising to develop great brand awareness.
To view GEICO commercials, go to http://www.geico.com/about/commercials/. Below is a
list of the most recent GEICO commercials aired.
 Protecting products
o Secret Agent: Mike hires a secret agent to protect his RV, motorcycle, PWC and
boat.
o Karate: A karate expert? Bill offers an alternative for protecting his neighbor’s
motorcycle.
o Female Body Builder: Carl thinks there’s an easier way to protect an ATV than using
a female body builder.
o MMA Fighter: A mixed martial arts fighter, according to Lisa, isn’t the easiest way to
protect a PWC.
o Boxer: Laura’s not convinced that a professional boxer is the best way to protect a
new boat.
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o
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News Reporter: WGKO exclusive: Bruce Rossmeyer in intense negotiations with a
new celebrity partner.
o Best Friends: He’s really smart; he’s really funny. He sells bikes and he saves
money.
Celebrity
o Mrs. Butterworth: It was a piece of cake, or maybe more like hot pancakes.
o Michael Winslow: We hired that guy that does the funny sound effects.
o Joan Rivers: Am I smiling? I can’t tell.
o The Pips: Take a train to Happy Town. Woo Woo.
o Peter Frampton: Do you feel like I do?
o Candle: Candle? It’s Campbell- Jason Campbell. I need a new agent.
o Locker Room: We lost the breath mint endorsement. I do have some good news
though…
Caveman
o Plane Banner: I could stay here forever…I’ll be in the car.
o Walkin’: Saving money on motorcycle insurance. So easy…
o Match: I can’t believe I’m beating Billie Jean King.
o Prague: I first saw this one when I was traveling through Prague.
o Glutes: Dancing is good exercise; it works my glutes.
o Happy Feet: I came out feet first. They call it breach; I call it happy feet.
o Baltimore: Jazz hands, anything with jazz hands. I do the hustle just like you.
Gecko partnership with the Association of Zoos and Aquariums (AZA)
o Otter: Are those clams? I love clams.
o Subway: Do you see that guy over there? He’s givin’ me the heebie-jeebies.
o Library: Hey. You do know I can hear you, right?
o Café: Here at this urban Serengeti, it’s man meets reptile.
o Water Fountain: An extraordinary creature with a most curious adaptation.
Websites
From 2006 to 2007, GEICO marketing efforts expanded to combine Internet and
customer outreach to attract 8 million policyholders. Below are several Web sites developed to
supplement GEICO’s successful advertising campaign.
GEICO: geico.com
GEICO.com is where consumers can get a
free insurance quote, learn about GEICO,
manage their policy and file a claim. There
has been a big push to the Web site over
the last few years and it as a hub of
information for current and perspective
customers.
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Caveman’s Crib: cavemanscrib.com
Customers can take an interactive tour the
Caveman’s apartment, party with him and
his friends in their urban environment,
check out their latest dance moves, and try
dating a caveman online!
Garage Racing: geicogarage.com
Consumers can become part of the
GEICO No. 7 Racing Team and explore
the GEICO Garage, investigate the trailer,
or look under the hood. This interactive
site carries on the feud between
NASCAR's Mike Wallace and future
champion racer, Loren Wallace.
My Great Rides: mygreatrides.com
MyGreatRides.com is an interactive
community website for bikers and features
personal profiles, photos, forums, and a
widespread member-generated calendar
of upcoming biking events, rallies, and
rides.
Motorcycle Bikers for Tykes:
bikersfortykes.org
Bikers for Tykes offers fun days for the
family, and features the best concerts,
motorcycles, and equipment around.
Children enjoy rides, games and even
meet the GEICO Gecko while supporting
numerous children's charities.
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GEICO Racing: geicoracing.com
Customers can meet the GEICO Racing
team “up close and personal” and check
out the sleek GEICO No. 7 car and
powerful bikes.
GEICO Racing features profiles of
NASCAR’s Mike Wallace, NHRA Pro
Stock Bike's Karen Stoffer and AMA
Superbike's C.R. Gittere.
Direct mail
GEICO is one of today’s most skilled direct marketers. “The differences between their
approach to direct mail and to other print media provide an object lesson in the relationship
between a medium and its message” (Rosenfield, 2005). Throughout GEICO’s direct mail, ads
and freestanding inserts, there is a touch of wit, followed with the benefit and/or offer, such as:
 “GEICO Auto Insurance. Where ‘penny pincher’ is a compliment.”
 “Irritating other car insurance companies since 1936.”
 “GEICO Auto Insurance. Preferred by 9 out of 10 tightwads.”
The copy is also conversational, making their traditional-style letter easy to read;
however, their depersonalized addressing to “SENSIBLE DRIVER AT” followed by the address
must be criticized. In an information age, the company would do well to develop a better
database of consumers and perspectives (Rosenfield, 2005).
Magazine
GEICO Direct Magazine is an in-hand and online magazine that contains interesting
stories and articles about safety, travel, and other GEICO products and services.
Outdoor Jammin’
Family Photo Diaries
Offshore Sailing Schools
Gourmet Retreats
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Newsletter
GEICO distributes GEICO Connection—a quarterly e-mail newsletter— that is designed
to help customers get in touch with the company through helpful articles.
Sponsorships
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Virtual
o Most recently, GEICO integrated advertising into the Nintendo Wii “Big Beach
Sports” game that allows players to compete against each other in a variety of
outdoor sports. GEICO ads appear in the form of banners positioned around
beach areas and is seen at the start of the event from a simulated aerial camera
(Hampp, 2008).
NASCAR
o GEICO re-partnered with NASCAR driver Mike Wallace, who pilots the no. 7
GEICO Chevrolet. Ted Ward, vice president of marketing for GEICO said,
“Working with Mike again will be terrific and put our brand in front of the most
passionate fans in sport. Seventy-five million NASCAR fans will get to know
GEICO even better and get more information about our products, services and
our commitment to safety."
Television networks
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ESPN
o A deal between GEICO and ESPN "casts the cavemen as fantasy-football
salesmen, as well as stars of a series of vignettes promoting" the net's
"SportsCenter" program.
o Horizon Media CEO Bill Koenigsberg and Geico's media agency said, "ESPN is
basically using an advertiser's icon to drive viewers to its shows. The cavemen
"will appear on ESPN's television, print, digital and radio channels, and will be
doing their usual, inferiority-complex-driven shtick in their appearances for
ESPN" (SportsBusiness, 2008).
ABC
o “Cavemen,” an ABC network sitcom, aired for a few months in late fall
2007(Geico, 2008).
o Joe Lawson, the writer behind the cavemen commercials and a Martin
Agency employee, developed the cavemen pilot and decided to pursue a
television show. GEICO approved and hired entertainment services
agency Management 360 to pitch the idea to networks.
o In "Cavemen," ABC executives saw a funny idea with a built-in marketing
hook (Geico, 2008).
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Photos from ABC sitcom “Cavemen”
Merchandise
GEICO offers a wide variety of products featuring the Gecko and Caveman available to
associates and customers. Merchandise includes products in apparel, leisure, sports, home,
safety and travel. Below are just a few examples (Geico, 2008).
Caveman Bobblehead
Gecko Bobblehead
Steering Wheel Cover
Caveman T-shirt
Gecko Neck Pillow
Geico Chip Clip
Gecko Umbrella
Coaster Set
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Award-winning marketing and service
As a result of these tactics, GEICO's assets have climbed to $21.9 billion, policyholders
have nearly doubled and the company has received various awards, including the following:
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2008- The Caveman was voted America's favorite advertising icon of the year and joined
the GEICO Gecko on the Advertising Week Walk of Fame.
2008 Brand Keys Customer Loyalty Engagement Index
o Received top honors for its ability to create loyal customers.
2007 Web Marketing Association's WebAwards (recognizes best design, copy writing,
innovation, content, interactivity, navigation and use of technology on Web sites within
96 industries.)
o geico.com - Insurance Standard of Excellence
o migeico.com - Insurance Standard of Excellence
o mygreatrides.com - Online Community Standard of Excellence
2005 Webby Award for the Best Insurance Site
2007 Forrester Survey
o Rated superior by consumers for its customer advocacy.
Kanbay Research Institute gave high marks for functionality with rate quotes typically
processed in 15 minutes (Geico, 2008).
SWOT defined
Strengths
 Trusted, well-known company for more than 70 years.
 Offers competitive, affordable auto insurance rates, as well as other insurance.
 Easy-to use Web site, and fast customer service.
 Primarily does business via phone or Internet.
 Financially stable and policyholder growth continues to expand.
 Two recognizable advertising icons have become part of American pop culture.
 Marketing campaign uses humor to attract customers.
 Broad target audience.
 Partnership with other entities-television networks, wildlife associations, etc.
Weaknesses
 Little to no face-to-face interaction with personal insurance agents like competitors.
 Recent overload of phone lines irritates customers trying to speak with a representative.
 Humor in advertising causes customers to view GEICO as an unserious, unprofessional
company.
 Current icons annoy perspective consumers with oversaturation of marketing tactics.
 Community involvement not known or recognized.
Opportunities
 Increase market share and policy holders with larger advertising budget.
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Re-position company to include more local offices in addition to 800 telephone number
and Web site.
 Facilitate additional partnerships to advertise GEICO through icons – the Gecko and the
Caveman.
 Introduce sales representatives and agents in advertising along with icons to promote
local offices.
 Identify with with American communities and help their organizations.
Threats
 Competitors are using witty advertising, like GEICO, to capture consumers.
 Continued use of icons could deter customers.
 Web site has worked well, and local offices may flop.
 Potential to lose money in failed advertising and events.
 Lose brand awareness switching from icons to representatives.
Marketing problem
GEICO has seen consistent growth and success since its founding, but current
competitors are following their primarily Web-based service, and creative and humorous
advertising. Although GEICO icons have obtained great brand awareness for the company, the
auto insurer needs to again differentiate itself from others. With the development of local offices,
GEICO needs to promote personal agents and the benefits of visiting GEICO on location.
Furthermore, these representatives need to be recognized as an important part of the company
and the consumer’s purchasing power.
At the same time, the GEICO icons have become part of the American culture and other
companies are turning to the auto insurer for partnership in their own initiatives. GEICO should
seek out more collaboration, and maximize brand awareness, specifically with nationally
recognized community organizations.
Marketing objectives
Develop an integrated marketing communications campaign for GEICO by reaching its
audience interested in purchasing insurance at local offices and working with a representative
face-to-face to develop their policy. Continued collaboration with community groups will
emphasize commitment to policy holders and ease of obtaining insurance. Specifically, GEICO
will need to:
 Re-position the company from its primary use of 800 telephone number and interactive
Web site to recognize the introduction of local offices and the benefits of working with
representatives in person.
 Introduce sales representatives and personal agents to audience along side icons to
retain brand awareness.
 Partner with nationally recognized community affiliations to illustrate GEICO’s
commitment to community.
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Media objectives
The following areas need to be met in order to connect with current customers and
perspectives.
 Reach 20 percent of GEICO’s target audience at least 10 times a month for 5 months
through an integrated marketing campaign.
 National media tour stops in cities with local offices to interact face-toface.
 Increase GEICO Web site hits to 100,000 a day.
 Reach 10 percent of GEICO’s target audience through public relations impressions.
 Increase advertising budget to $825 million.
Strategies
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Differentiate GEICO from copy-cat competitors and introduce local offices and
representatives along-side current icons.
Execute a media campaign designed to communicate the importance and value of auto
insurance and community.
Frame campaign around partnering with community organizations and real GEICO
agents to invite consumers into offices where they can work with the company in person
to develop their plan.
Continue to incorporate icons as spokespeople.
Illustrate company’s involvement in communities across the nation.
Continue to send consumers to the Web site.
Feature the GEICO Corporate Community Citizens (GCCC) to emphasize current
volunteer initiatives.
Tactics

National media tour
o The GEICO Great Community Go Round
 Travel throughout the nation visiting local offices in numerous cities,
towns, and communities celebrating great work and introducing local
offices.
 Five months (the duration of the campaign).
 Spend a day in each location.
 Participants
 Current customers
 Potential customers
 Children
 Community organizations
 Local GEICO representatives
 GEICO Corporate Community Citizens (GCCC)
 Spokespeople
Peretti 20
o
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Gecko
 Dressed in costume
 Interacts with children
o Caveman
 Full make-up.
 Tries to sway consumers to not buy the “benefits,”
but can’t think of any reasons why.
 Interacts more with adults (children may be
frightened).
Products of insurance in show setting (like a car show)
 Cars, motorcycles, boats, ATVs, etc.
 Invite community members to participate in it.
Children’s games
 Races.
 Scavenger hunts.
 Painting cave art.
 Fish for the Gecko.
 Live gecko exhibit.
 Caveman dance contests.
Community organizations representing work
 E.g. historical societies (Caveman), wildlife associations (Gecko),
children’s organizations, local groups significant to the area.
Fundraising
 Money raised goes to organizations participating in event.
Food
Prizes
 GEICO merchandise
 Trips
 Cars
 Boats
 ATVs
Spokespeople
o Gecko
 Discusses benefits of new local offices.
 Calls representatives “a close friend.”
 Enjoys not being the only one to tell people how to save money.
o Caveman
 Criticizes GEICO for initiative.
 Tries to find flaws.
 Expresses further disgust in company.
o Personal Agents
 Talk directly to consumers.
 Develop policies on the spot.
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o
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Community-member/GEICO Customer
 Current customer expresses satisfaction with the introduction of local
offices.
 Persuades others to check it out.
Advertising
o Television
 Gecko introduces personal representative.
 Explains the benefits of local offices.
 Call-to-action Web site to find nearest office.
 Gecko gives tour of office.
 Continues with humor.
 Gecko expresses happiness that he does not have to tell people about
saving money alone. It tough work on a reptile.
 Mention GEICO Great Community Go Round.
o Print
 GEICO Great Community Go Round dates.
 Call-to-action Web site.
 Benefits of local offices.
 Feature nationally recognized community organizations.
o Radio
 National stations
 Introduces the GEICO Great Community Go Round.
 Gecko voice.
 Benefits of local offices.
 Hear from actual representatives.
 Local stations
 Disc jockey keeps community audience informed of upcoming tour
stop.
 When, where, why, who and how they can participate.
 Events happening.
Personal selling
o On-site tour
 Tables and booths allow consumers to develop a policy on the spot.
 Representatives talk directly with consumers.
 Explore GEICO.com at computer hubs.
Direct mail
o Tour specific
 Specified to region, city or community.
 Include tour dates close by.
 Full itinerary of activities.
 Addressed to head of household or policy holder.
o Introducing local offices
 Letter from nearest office.
 Benefits of visiting personal agents.
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Can help develop a policy in person.
Personalized and addressed to individuals.
Web site
o Develop GEICO Great Community Go Round Web site
o Features
 Track the tour.
 View photo gallery.
 Read the Gecko’s journal.
 Watch video introductions of personal agents.
 Hear testimonies from community members.
 Find a GEICO local office near you.
 Link to local office page.
 Link back to main GEICO quote site.
 Learn about GEICO’s community initiatives.
 Get involved in your community.
Press releases
o Inform regional media of upcoming event in their community.
o Offer interviews with the Gecko, Caveman and local representative.
o Provide background of the company.
o Highlight campaigns initiatives.
o Spotlight an agent.
Social networking
o Expand My Great Rides Web site
 Include cars, boats, ATVs, etc.
 Opens it up to more audience members.
 Post tour dates.
 Invite cyclists and car enthusiasts to attend.
E-mail
o Asks policy holders to enter their zip code to find out when the tour will stop near
them.
o Explains the local office initiatives.
o Link to GEICO Great Community Go Round Web site and GEICO.com.
Blog
o Written by Gecko.
o Caveman interjects with rude comments every few days.
o Discusses benefits of local offices.
o Tell consumers where his next stop is.
Peretti 23
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