Blue Mountain Insurance

Project Report
Rodrigo Canar, Eric Jones, Carrie Kuhn, Andrew Larsen

Table of Contents

1. Company Vision
2. Customer Persona
3. Mood Board
4. Goals
5. Mock-Ups of Social Platforms
6. Gaining Followers
7. LinkedIn Strategy
8. SWOT
9. Competitive Analysis
10. Content Creation Tools
11. Paid Ads
12. Monthly Cost to Implement Strategy
13. Conclusion

The Vision and The Why

Finding an insurance company that provides protection and makes the customers feel
appreciated, known and secured is very important. Blue Mountain Insurance does
exactly that. We want our customers to know that we know them and that we care about
them. We want them to feel comfortable with us and that they can trust us.
There are many things about insurance that can be confusing and overwhelming for
people and that is why we are here. We provide a full range of insurance products and
we are passionate about creating a trustworthy relationship that will meet the needs,
challenges and priorities of all of our customers. Our foundation is built on integrity,
service, relationships of mutual trust and financial strength. We are honest and
transparent in all of our efforts.
The vision, the goal and the why of this company is to show our customers that we are
indeed an honest, trustworthy, prepared, family oriented insurance company that will be
ready to help and meet the expectations and the needs of all of our customers.

We would like to capitalize on the emotional side of insurance. Often times it is difficult
to get people excited about insurance, but there are some aspects we would like to
focus on.
Insurance is something you pay for and dont see the benefits until you need it.
Objectives
One objective would be to get people to understand that when they are in need of their
insurance, and they will appreciate it. Whether it be an auto accident, an issue with a
clients home or property, or the unfortunate death of a loved one.
Having the right auto, homeowner or property owners, life insurance would really be a
lifesaver in a time of need.
We would also like to seek new opportunities for growth, by connecting with potential
clients in the large number of startup companies, and smaller business in the Utah
County area. Informing those business entities of the benefits of having an insurance

agent who is nearby who can best serve their needs in all aspects of insuring their

business investment.
Customer Persona
A customer persona is a fictional representation of your ideal customer and is used to
give businesses an idea of how to market to their general target audience. In order to
get a better idea of how to market over social media, weve created a customer
persona. This is the Hanson Family:

The Hansons consist of Steve and Janet (the parents), their son David (22) and his
wife, Lexi (21). As well as their other three sons, Luke (18), Nathan (15), and Jacob
(12). The Hanson family lives in Provo, UT and enjoy camping, boating, hunting,
football/basketball, and eating out. Janet and Steve, and David and Lexi are our main
personas.
Janet is on social media on a daily basis, whereas Steve is on twice a week.
Steve also makes about $120K/year.
Steve and Janet both desire safety and a bright future for their family.
They are looking for a variety of options and choices within a company, as well
as a company that is stable, professional, and welcoming.

David and Lexi have been married for a couple years and David is currently going to
school.
Both of them work and earn about $20K/year.
They are also both on social media 4-7 days per week and their personal
hobbies include working out, camping, hiking, boating, and date night.
David and Lexi have a hope for their future family.
They are looking for stability and to build a relationship with their insurance
company.
They are looking for a company they can trust; who are warm, friendly, and
inviting; someone who can teach them about insurance and help them through
the process (as they are a new couple and are not familiar with how insurance
works); and who are comfortable to work with.
Mood Board
A Mood Board is a montage of photos and images that create a mood or emotion within
the beholders. The point of having a Mood Board is to establish a vision of how we want
a customer to feel through a series of images and photos. These would then eventually
be the type of imagery we use in creating content on social media. The mood that we
feel would be beneficial to set on Blue Mountains social media is a replicate of the
website--feelings of happiness within families and hope for families and family
members. We also feel establishing a humorous mood and fearful mood (such as by
showing photos of natural disasters) will set the tone for both the importance of
insurance and will give the audience something to laugh at, making the idea of
insurance feel more inviting and friendly.

Mock Ups of Social Platforms

Facebook
We will use Facebook to reach the general public of residents in Provo and surrounding
areas. Well use Facebook to find potential customers, but also inform our existing
followers with information that is useful to them. Things that will engage their interesting,
keep them up to date on events, and answer question they may have. We will once or
twice a week. Which we feel to be a good number to inform our followers, but not
overload them with content.

Goal: Create a feeling thats family-oriented and encourages trust.

Purpose: Show our clients and the public that we care about the wellbeing of the family
unit.

Goal: Provide engaging content that makes people think and take action.
Purpose: Increase the overall engagement of our social media content.

Goal: Make the follower, or potential customer, feel valued and appreciated.
Purpose: Gain the trust of our customers and the possibility of them sharing our
information with their friends and family.

Goal: Promotes the feeling that Blue Mountain is a local, caring company.
Purpose: Reach out to the targeted demographic with a call-to-action approach.

Instagram
We will use Instagram as a way to reach out to the younger residents of Provo, the new
adults/newly married. We want to promote what you can do with good insurance and
the things that can go wrong without insurance. We believe that the big contrast
between these two sides will be effective at encouraging people to become clients. We
will use interesting photos to captivate followers.

Goal: Promote the simple and stress free life of having Blue Mountain insurance, while
also bringing the family aspect into play.
Purpose: Emphasize our family-oriented atmosphere.
.

Goal: Demonstrate the bad events that can happen, but things that can be helped with
by Blue Mountain Insurance.
Purpose: Create a feeling of urgency when it comes to taking action about choosing
Blue Mountain insurance.
Gaining Followers
Creating a social media presence is not too beneficial if you do not have a following--or
people who will see the things you will be posting. In order to generate a following on
Facebook and Instagram, weve come up with the following strategies:
Email customers and invite them to like Blue Mountains Facebook page and
follow their Instagram page. Blue Mountain Insurance already has many loyal
customers who would be happy to connect over social media because of their
positive experience with the company. If you share the benefits associated with
connecting over social media, this will give your customers even more of an
incentive to accept the invitation.
Invite friends to like the page on Facebook. When youve created a business
page on Facebook, you have the option of sending an invitation through
Facebook to all of your personal Facebook friends to go and like your page.
This is a good way to gain a following because you have friends online who are
willing to support your company in a simple way, sometimes it just takes an
invitation to do so.

LinkedIn Strategy
It would be beneficial to edit and update the LinkedIn page, to create more business to
business contacts, and to establish a presence on the second largest social media
platform.
We will finish the creation of Blue Mountains page; add pictures, description, and some
information about what Blue Mountain offers. We will connect with our employees. We
will connect with other businesses in Provo to get Blue Mountains name out there. We
will NOT post articles or statuses because we do not want to worry about creating
something no one will pay attention to or find annoying.
Goals and Objectives
Some of the goals and objectives our team has set for ourselves are as follows:

Reach 200 likes on the company Facebook page. The current count for likes
on Facebook is 31. Facebook is a family friendly platform and we feel that it
would be a perfect fit for Blue Mountain Insurance because theyre a familyoriented company. Facebook is also a very business professional platform and
will resonate well with Blue Mountains business owning customers. Weve found
that along with a main Facebook page, there is also a community page. In order
to avoid confusion among customers searching for the company main page, we
suggest deleting the community page to drive traffic to the main page.
Create an Instagram page and reach 100 followers. Blue Mountains website is
very attractive and inviting, and we feel the same happy, warm, and welcoming
emotions can also be created through a company Instagram account. Because
Instagram is all about visual content, Blue Mountain would do well at attracting
customers by posting photos of happy families, couples, and other insurancerelated content, just as is posted on their website.
Communicate with owner of the company, Chris Burton, once a week. An update
on how this campaign is moving along each week, as well as communication on
how our efforts could improve or how our efforts are proving successful, would be
beneficial for everyone involved. This could help all who participate by providing
a chance to prepare and strategize for the upcoming week.
Post 1-3 times per week. In order to avoid becoming an annoyance to our
followers, we feel this to be an appropriate amount of times to post according to
the nature of the business and our customer base.
Ask all new insurance customers to follow Blue Mountain on Facebook and
Instagram. This will allow them to stay in touch without having to call an agent
and will enhance the feeling of being taken care of and being a valued customer
of Blue Mountain.

SWOT Analysis

Strengths

What it means

Action to take

Already has a FB
page and 31
followers, closer to
our goal than 0.

We are not
starting from
scratch.

Make sure that the

followers that we have
stay engaged and invite
their friends and family
to like the page.

Can start from

scratch on
Instagram, no
posts to delete.

Fresh start. We
can take the
direction that fits
best to the vision,
why and purpose.

Make sure that we post

quality post that will
start us off with the right
direction and approach.

Provo based, we
know where our
target audience is.

Content will be
directed to the
target audience
that we know.

Make sure that our

content first reaches
our audience that is
located in Provo in
order to have a solid
follower-foundation.

Provo based,
audience is young
and mostly first
time insurance
clients.

Its easier to show

them that Blue
Mountain
insurance is what
they need.

Make sure that we

focus on our vision to
that the clients can see
what we are about.

Chris is invested
in and loves his
company, its not
just a board of
share-owners.

There is genuine
passion for the
company, which
makes the why
and the vision
legit.

Continue to show the

costumers that we care
about our vision and
purpose.

Weaknesses

What it means

Action to take

Lack of social
presence: Their
only social
platform that they
currently have is
Facebook.

The possibilities to
share more content
are limited.

Set up an Instagram
account to tap into a
different part of the
market and fit with their
visual side of
insurance.

Two Facebook
pages: The actual
page and the
community
page.

The possibilities to
share more content
are limited.

Eliminate the
Community
Facebook page, and
redirect the Facebook
link on the website to
the official Facebook
page.

Poor LinkedIn
profile. Currently
no followers.

LinkedIn could be a
great way to get in
contact with other
companies that can
boost Blue
Mountain
insurance.

Improve the LinkedIn

presence, and use that
platform to establish
contact with other
businesses to open
doors to potential
business clients.

Opportunities

What it means

Have more interaction with

customers through Facebook
and Instagram by posting
engaging content that appeals
to emotions.

Customers will not only see Blue

Mountain Insurance as another
insurance company, but as a
company that is part of their family's
protection and safety.

Have good quality posts on

both social media platforms.
Posts that are connected to the
why and vision of the company.

It shows our customers that we do

focus on our vision and why.

Work with more startup

businesses by liking their
pages on Facebook and
connecting with them on
LinkedIn.

More possibilities for the company to

expand and grow.

Show that Blue Mountain is

involved with other local events
by posting content about those
events.

Threats

More opportunities to reach more

people and show them who we are.

What it means

Action to take

On the website, the

link provided for the
Facebook page is
for a community
page and not the
main page.

Community Page
- Followers could
get confused by
what the official
page for Blue
Mountain
Insurance is.

Delete the page or

drive traffic to the
main page from the
website in order to
save the confusion.

Negative Comments
and Engagement Even though Blue
Mountain does not
have a large
following, there is
always the threat of
negative comments
about the company.

There should be
no room for poor
quality content
that could bring
negative
engagement and
comments.

Respond to negativity
professionally and
with understanding.
Responding in general
looks good for a
company.

Bugs/Typos in
Website.

At times, typos or
bugs within a companys
website is a reason not
to side with that
company. These things
do not come off as
professional.

Fix any and all typos

and bugs on the
company website and
Facebook page.

Updated About
Section on
Facebook - The
About section is not
as detailed as it
could be.

This could be a
potential threat to the
business if new visitors
to the page are wanting
more info on the
company.

Update the About section

by providing information such
as products and services
offered, vision statement and
company overview, and keep
the contact information and
location.

Competition - There
are more familiar
insurance
companies with a
greater social media
presence.

If social media
marketing is done
poorly, the
chances of
staying on top of
the list are little.

Focus on the Provo

demographic and
branch out to more
social media
platforms, such as
Instagram.

Competitive Analysis
Wiseman Insurance
Strengths
1. Facebook has good looking photos
Their photos are relevant and also related to their content.
2. Consistent in how often they post
They dont go without posting at least once week. Sometimes even more often
than that.
3. LinkedIn has information about the company
Which helps potential customers to know who they are.
Weaknesses
1. Little to no engagement
Even though they have good content on Facebook with photos and current
events, their engagement is very low, and they dont have much original content.
By posting original content, customers will want to click, because it is from you.
They also have zero connections on LinkedIn.
2. Instagram has no content
With the number of likes they have in Facebook, having content on Instagram
would be a good idea.
3. Twitters content is the same as Facebooks
Having the same content doesnt create the need for customers to follow them on
both social media platforms.
4. LinkedIn has no content or pictures
Besides having no content or pictures, they have zero connections. Having an
active LinkedIn account could be very beneficial for an insurance company.
Bear River Mutual Insurance
Strengths

1. Website looks good and professional

This provides an atmosphere of trust. It makes the customers feel secure.
2. Posts on Facebook and Twitter are being posted regularly
Just like Wiseman Insurance, they dont go without posting at least once a week.
3. Quality of pictures is good
Their photos are relevant and also related to their content. They dont post as
often as they do on Facebook and Twitter.
Weaknesses
1. Number of likes on Facebook is 569 but engagement is very low
Having many likes with no engagement is not beneficial at all.
2. Only 35 posts on Instagram, for 142 followers
With this amount of followers, content should be post more often in order to
increase engagement.
3. A lot of posts, but little engagement on Twitter
Content on Twitter is being posted too often. If content is posted too often and is
not very relevant, then the engagement will decrease.
What we will do!
1. Be consistent on how often we post
The idea here is to have a schedule which will allow us to post.... The goal is to
increase engagement.
2. Use Facebook and Instagram for differing purposes and content
Posting the same thing on both social media platforms wont be very effective,
thats why the idea of having two social media platforms is to increase content
variety which will result in more engagement and more opportunities to share
even more content.
3. Engage with our audience by responding to comments and asking questions
In order to keep the engagement going, the goal here is to interact with
customers through social media in order to let them know that we are active and
present. That we care and appreciate their business.
4. When posting photos, aim for quality every time. Do not settle for less
One of the things that catches peoples attention and interest is good quality
photos. Especially in platforms such as Instagram. This is why the goal is to post
photos that are not only relevant, but also photos that are high in quality.
5. Post articles that are attractive and relevant.
In conclusion, having a plan about when to post, where to post or what to
post is not going to bring positive results if the content is not attractive or
relevant. This is why for every post we will make sure that the quality is
good and that is goes along with the main idea of what we are trying to
share with people.
Content Creation Tools
These are five tools that we feel would be beneficial in helping Blue Mountain Insurance
create and edit their content on social media.

1. Canva - This is a free online program used to design and edit content easily.
2. Fotor - This is an app that allows you edit photos and includes a variety of
effects, enhancements, and even the option to include text in your photos.
3. Buffer - An online program ranging from free to $300 a month that allows you to
manage and schedule your content across various social media platforms (such
as Facebook and Instagram). The program also allows you to view the analytics
for how your content and social profiles are performing.
4. Pixlr Web Editor - This is an online photo editing application and is simple to use.
5. Social Dummy - A free IOS app used to create mockups of posts on various
social media platforms. This is helpful in testing what you would like your posts to
look like before you actually create it.
Paid Advertisements
With a variety of insurance options to advertise, there will need to be an ad theme with
each advertisement. The ad themes we feel would be beneficial to Blue Mountain
Insurance are:
Auto Insurance - These ads talk specifically about the benefits of Auto Insurance.
Commercial Insurance - These ads talk specifically about how Blue Mountain can
provide coverage for your business.
Health Insurance - These ads talk specifically about the benefits of Health
Insurance.
Home Insurance - These ads talk specifically about how to get the best coverage
for your house.
Life Insurance - These ads talk specifically about the benefits of Life Insurance.
To get an idea of what paid ads could look like on Facebook and LinkedIn, weve
created the following mockups. These are an example of Auto Insurance mockups:

These two Facebook mockups are very similar as they have the same hook, title, and
product explanation. The only difference in these mockups is the photo used. Ads, as
well as other types of posts, can be tested in comparison with each other by changing
the image or text associated with it in order to see which type of posts resonate the
most with your target audience. This process is known as A/B Testing. You can make
any small change in an ad (such as the image, hook, etc) and then compare those two
ads with the average of how well advertisements have done in the past. Comparing
your past ads average with your two closely related ads will provide you with the idea of
which ad will perform the best.
Facebook ads would be beneficial to do once every month in order to increase
customer reach and return on investment. Investing $1 in a Facebook ad has the
potential to reach 4,000 unique individuals on Facebook.

This LinkedIn mockup is to illustrate what an advertisement towards business owners

could look like. Keeping the consistent friendly feel in this image, while also adding a
sense of professionalism, will help in connecting with business owners looking for
commercial insurance through LinkedIn and will still be consistent with Blue Mountain
Insurances warm, trustworthy brand.
Monthly cost to implement strategy
We have decided that the social media platforms that we are going to use are
Facebook, Instagram and LinkedIn. Our monthly budget is $100 and this is how we are
planning to invest it.

Facebook:
We are planning to invest 30$ on ads. According to Brian Carter who is a
marketing and social media speaker and is the author of The Cowbell Principles,
spending only 1$ on ads per day, you can reach 4,000 people. This is why the
strategy will be $1 per day for each post posted monthly. The extra money can be
used to boost a specific post or it could be saved.

Instagram:
We are planning to invest 30$ on ads. The strategy will be the same as with
Facebook. It will be $1 per day for each post that is posted monthly. Since we are
starting marketing through Instagram from scratch, investing this amount of
money will give us the boost that we need in order to achieve our goals.

LinkedIn:

Blue Mountain Insurance already has a LinkedIn account, but in order to improve
it and make it better known, the plan is the same as with Facebook and
Instagram. We will invest $30 a month.

Buffer:
The plan here is to invest the remaining $10 on analytics. Analytics is an
important part of managing and being accountable for the success in social
media. This is why investing some money on a good analytics program is a great
idea. The option that we will choose is Chartbeat. Chartbeat is useful for seeing
in real-time which visitors on your site have come from social media and it is
recommended for websites that have multiple people visiting at once.

Conclusion
There is tremendous potential for Blue Mountain Insurance keep the current Blue
Mountain Insurance customers and followers informed and up to date with your
company. It will also help find new customers through through the various social media
platforms. Capitalizing on the strengths that Blue Mountain Insurance has, and using
social media to increase opportunities and exposure for the company.
Facebook as the main platform to increase traffic to the website, and to interact with
current customers and potential clients. Sharing information that is relevant with the
people of Provo, and the surrounding area, will keep insurance in the present, and now.
Spending a minimal amount of money on Facebook ads, can have a tremendous reach.
Instagram is a good platform to share information, and another way to get the Blue
Mountain Insurance name out there. Sharing photos to interact with followers.
Having a presence on LinkedIn is a way to put Blue Mountain Insurance in front of not
only potential residential clients, but businesses that may be looking for help with their
insurance needs.
By hiring social media innovators, like ourselves, for $150.00 a month to update your
social media platforms, the opportunity to grow the Blue Mountain Insurance brand in
the Utah is there. Or you can use our analysis to implement its plan for yourself.