Management of Strategic Communications
Title: Account Lead
Client: Allstate
Client Ask:
"Drive Allstate pet insurance quotes for first-time buyers"
Secondary Research
After the client briefing, I led my team into our secondary research to learn everything we could about Allstate's company, category, consumers and competition for our situation analysis. I divided the work among team members, assigning teams of two to become research leads on particular sections. We then all came together to finalize a SWOT analysis and combine all of our research into the Situation Analysis e-Report seen below.
Primary Research
My team interviewed six research participants to gain more insight into the minds of the consumers. I crafted a screener survey to send to participants to make sure they were ideal for this project. The survey also asked them to upload photos of those they perceive to be family as a projective exercise to reflect on if they were chosen for the interview. Once interviews were completed, I led my team through analyzing quotes and drafting key insights. We crafted an ideal target profile for Allstate, as well as an insight that aligned with the truth of their brand. We then took Allstate through a consumer's journey to find pet insurance and drafted recommendations for them to ease the hectic insurance process for a digital generation. All of this work was showcased in our client strategy pitch presentation below.
Creative Brief
My team gave Allstate a creative brief with the target audience and insight that we crafted, as well as an in depth description of both. In the following sections, we outlined how the truth of Allstate as a brand ties into these insights and strengthens them. Finally, we brainstormed the beginning creative sparks to show how this campaign could all come together and start inspiring their creative team.
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The rest of the sections can be viewed in the full version of the brief, which you can download below.
Testimonial
High praise from my teammates means the world to me... and is humorous.