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Request for Proposal

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by

Laura Billiter

on 2 May 2014

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Transcript of Request for Proposal

Thank you for your time.
Problem Statement
Key Messages
Implementation
GOAL 1: EXPANDING SOCIAL MEDIA
A Campaign Proposal
STRENGTHS, WEAKNESSES, OPPORTUNITIES & THREATS
Criteria, Tools and Anticipated Results
Evaluation
Use a variety of free analytics tools to determine the success of each objective
Demographics
Introduction
Partner Agency has a variety of tools in place;
many opportunities to enhance them

Three strategies to achieve top three goals
UTILIZE TOBY TO
ENHANCE SOCIAL
MEDIA EFFORTS
PITCH PARTNERSHIP
WITH "BARKS OF LOVE,"
LOCAL NONPROFIT
CANINE RESCUE
LAUNCH AND
PUBLICIZE "PARTNER PROGRAM" ON WEB AND
PRINT MEDIA
Situation Analysis
LAUREN YOUNGER KERRY HOANG LAURA BILLITER JENNIFER ERAZO MEI-LEE RAYA
Executive Director Account Executive Creative Content Director Social Media Coordinator Media Relations Specialist
Friendly and inviting website
Toby strongly tied and branded to the agency
Personal and diverse blog posts
Existing and active social media accounts
Strong messaging throughout
Vimeo videos help visitors understand insurance
Referral incentives
Strengths
Twitter: few followers, lack of engagement, same as FB posts
No YouTube channel
No Yelp reviews
Difficult to find "where-to-start" info on website for new insurance shoppers
Partner Program underdeveloped
Weaknesses
Enhance website with new content for “new” insurance shoppers
Facebook and Twitter improvement
Encourage clients to do Yelp reviews
YouTube page can include “How to videos,”
Incorporate Toby into more aspects of the organization and social media
Define and brand Partner Program
Opportunities
While Partner Agency has the tools in place for connecting with its customers, the organization has multiple opportunities in which it can better promote its services and draw in new clients.

Competition with other insurance companies in the area
Insurance Partners Inc. has similar name
Westways Insurance Agency also on Brea Blvd.
Westways Insurance also supports a local charity
Threats
Strategies, Tactics
and Tools
TIMELINE
Homes for Hounds
Software
Partner Program
BUDGET
Strategy: Create new content that will engage with followers, channel key messages and address the needs of its key publics.
GOAL 2: DEVELOP RELATIONSHIP WITH A LOCAL NONPROFIT
GOAL 3: LAUNCH AND PUBLICIZE "PARTNER PROGRAM"
Objectives:
1. Increase Twitter followers by 100% by December
Tactics:
“Toby Tweets” with helpful tips and advice
Reply, retweet and favorite relevant tweets
Post relevant content that channels the key messages
Create independent content

2.

Increase Facebook “likes” by 20% (135 likes) by December
Tactics:
Cross-post “Toby Tweets” into more detailed Facebook “Toby Tips”
Targeted posts tied to insurance, current events and trends
Post weekly and engage with followers

3. Gain five reviews on Yelp by December
Tactics:
Incentive for clients who post a Yelp review
Promote on social media
Share Yelp reviews on blog to encourage further engagement

4. Develop Instagram account, gain at least 100 followers by December
Tactics:
“Toby Tips” graphics for Instagram
Spotlight a Partner Agency team member each week
Utilize hashtags

5. Develop a YouTube channel
Tactics:
Upload Vimeo videos to a YouTube channel
Share videos on Twitter and Facebook
Create new “getting started” videos with Toby
Upload fun, seasonal videos featuring Toby and office life
Objectives:
1. Pitch local nonprofit canine rescue program “Barks of Love” regarding a potential partnership
Tactics:
Reach out to “Barks of Love”
Social media campaign each October, official “Adopt-a-Shelter-Dog” month
Raise awareness on social media about shelter dogs and “Barks of Love” during October
Fundraising barbecue at Fullerton Pooch Park, in which 100% of proceeds go to “Barks of Love”

Strategy: Attempt to build a relationship with a local nonprofit organization and establish a visible, positive community connection.
Strategy: Launch Partner Program on social media and news publications
Objective:
1. Highlight the new Partner Program on website and social media
Tactics:
Create a separate menu tab on the website for Partner Program
Publicize on all social media outlets
Create a blog post that explains the new Partner Program
Highlight one business partner on the website and social media per month

2. Secure news or feature piece in local print media outlets
Tactics:
Research media outlets in the Brea and Orange County area
Identify reporters with business, animal activist or health angle
Send press release to potential media outlets
BUSINESSES
DEMOGRAPHICS
OC's most common industries
Construction
Professional & Technical
Accommodation & Food
Partner Agency's current clients

Focus: Health & Auto
Income: Under $25,000
Age group: 18-24 (30.3%)
Ethnicity: 27.8% Latinos
Focus: Life
Only 44% of Americans bought life insurance

PERSONAL
DEMOGRAPHICS
GEOGRAPHICS
Personal Insurance Clients:
Provides ease of mind and ease of access by searching for most competitive plan that meets needs
Business Clients:
Takes care of finding comprehensive insurance policy that protects business and employees and fits environment
Target: Orange County
Population: 3,090,13
Third most populous city
Conveniently next to 90- HWY
Secondary messages for personal insurance:
“Secure the things you love”
Let Toby “walk you through” the insurance process
Partner Agency “does the heavy lifting”
Food: $300
Accessories: $150
Advertising: $70
Guests of Honor : $70
Estimated total: $590
Average employee health insurance: $150- $300
Ten percent off monthly bill
$250 x 25 employees= $6,250
6,250 x 10%= $625 discount off bill
Estimated total: $4,375
Adobe Creative Cloud:$74.99/month


Estimated total: $525
7 month budget: $5,490
Facebook:
Baseline = 697 likes
"Insights" page: Monitor weekly percent increases in likes
Monitor “reach”
Anticipated results:
rapid initial increase, level off to 15-20 likes per month. Meet 20% increase (135 likes) by December
Twitter:
Baseline = 72 followers
Twitonomy: Monitor number of tweets sent, most popular content and most engaged users
Excel: Log followers gained per week
Anticipated results:
rapid initial increase, level out to 5-10 followers a month. Meet 100% increase (72 followers) by December
Instagram:
Baseline = 0 followers
Statigram: Weekly increases in followers, net loss/gain
Growth history, average number of likes per media and most-liked media
Anticipated results:
rapid initial increase, level off to 10 followers per month
Yelp and YouTube:
Baseline = 0 reviews and followers
Monitor on a weekly basis for hits to channel and reviews
Anticipated results:
Results will be anticipated on approximate monthly basis to achieve five Yelp reviews and any YouTube hits by December.
Nonprofit Fundraiser:
Measure based on...
Funds raised for “Barks of Love"
People who attended the event
Media coverage through press clips
Anticipated results:
Approx. 100 community members ($500 for “Barks of Love") and at least two press clippings
Partner Program:
Use same social media analytics tools to measure...
Likes, comments and shares of Partner Program content
Media coverage through press clips
Anticipated results:
Approx. two press clippings and average five likes per photo
Secondary messages for business insurance:
Partner Program provides additional insurance benefits and recognition
Partner Program means increased exposure and visibility
Partner Agency has experience, makes it easy for businesses to comply with policies and protect employees and property
"Partner peace of mind"
Full transcript