MAYFIELD, OH: Progressive Insurance is plotting initial communications efforts for a new brand of auto insurance at the 30,000 independent insurance agents who will sell the new line launching December 10.
By that time, Progressive expects to begin PR efforts for the new brand - Drive Insurance from Progressive - aimed at consumers.
A new Web site is planned. The integrated effort also will include national TV and print advertising in 2005.
Progressive works with Jericho Communications in New York for strategic PR counseling and expects to involve the agency in efforts for the new brand, said Matt Collister, communications consultant with Progressive.
"I have no doubt we will use them," said Collister who, despite his unusual title, is a Progressive employee and head of its PR team.
The new brand is designed to spotlight the expertise independent agents can provide consumers, explained Collister. Communications efforts for the new brand will "enhance the image of agents, help them sell more, help them grow," he said.
The company decided to attach the Progressive name to the new brand because "it does have so much brand equity," Collister said.