Auto Owners Insurance- Competitive Landscape

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Part
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Auto Owners Insurance (1)

The requested information for Auto-Owners insurance has been presented in the attached spreadsheet. A summary has also been presented below.

Summary

  • Auto-Owners was founded in 1916.
  • It has approximately 5,517 employees.
  • The company's website predominantly use gray, white, green, blue, and orange hues throughout its web pages.
  • The navigation of the website is straightforward and easy to use in that, the menu options provided are insurance, claims, about and login. From there, additional drop down menus are provided to go further into any of each of the first layer of options.
  • For example, if insurance is selected, that will lead to the user to choose from four different insurance types; home, auto, life, or business. Selecting any one of these four leads to more options under these sub categories.
  • Selecting any one of these four leads to more options under these sub categories. Selecting homeowners insurance started with choosing 'insurance, from the menu, then 'home,' and then 'homeowners.'
Part
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of two
Part
02

Auto Owners Insurance (2)

Insure your family or loved ones is a one of Auto Owners Insurance's messaging themes. All identified themes and examples of messaging have been detailed in column C, rows 18-37 of the attached spreadsheet. Below we have listed the themes as a summary of our findings.

Themes

  • Insure loved ones/ family
  • More than just business/ we care
  • Fast
  • Legacy/ across generations
  • Local
  • What matters most
  • Lucky to have insurance
  • We take care because you are too busy
  • Go Green

Research Strategy

We studied Auto-Owners Insurance's social media websites (Facebook, Twitter, Instagram), TV commercials, and digital banner advertisements to identify messaging themes.
Sources
Sources