IMC: Metlife Associate Recruitment

Submitted By

Taskin Fatema : 44040

Sonia Akter : 37048

Background
High unemployment rate. Stagnant Growth in No. of Financial Associates.

Unemployment Stagnant Growth in

Estimated 40 Mn+ young people are unemployed No. of Financial Associates
Each year only 7% of university graduates gets a job

Credibility Issue Internet Penetration in the Country

49% of the people who are aware of 89% of total population are connected
insurance, on internet
do not trust insurance agents 32 Mn+ people are on Social Media
IMC Perspective

Objectives/ KPI Buyer Persona Content Publisher Analytics

• Male & Female ● Launch/ ● Bdjobs ● Facebook Pixel

• Age: 22 – 35 Awareness ● LinkedIn ● Google Analytics
1. Generating 12,000 leads in first four • Stays updated on Video: 1 ● Facebook ● Adobe Analytics
current events ● Static/ ● GoogleAd
months after launch of MARS
• Opportunist Campaign
2. Repositioning ‘Career in Agency’ • Brand consumers Images: 8
to uplift the perception of general • Active on
social/digital media
people about the profession • Looks for money,
3. Estimated Revenue: $ 4 Million and social status
• Finished graduation
USD (Assumption – 2400 new
from
agents * 5 policies in 12 months * National/Low-tier
330 USD ANP per policy) universities
Marketing Planning Tool with Financial Mindset

Objective Measurement Key Performance Cost/Budget

Metric Indicator (KPI)

Awareness Impression CPM $0.0003

Reach CPR $0.0005

Engagement Click CPC $0.014

Video View CPV $0.024

Action Action CPA $4.70

Content Planning Tool with Financial Mindset
Date Content Brief Content Type Content Tone Publishing Platform Cost of Content
Description Production

October, 2021 Launch/Awareness Dynamic Optimistic/Formal/ Facebook, YouTube, $950

Video Assertive /Friendly Television Programs
/Curious

November, 2021 Campaign Images Static Friendly Google, Facebook, $600

Instagram, YouTube

December, 2021 Testimonial video Dynamic Assertive Facebook and $950

Instagram
Sample Content