MMIP: Communicate the Value Offering 1
Marketing Management Individual Project: Communicate the Value
Offering
Savannah Schaefer
School of Business, Liberty University
Author Note
Savannah Schaefer
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Savannah Schaefer
Email: sschaefer@liberty.edu
MMIP: Communicate the Value Offering 2
Marketing Management Individual Project: Communicate the Value Offering
Q1. Explain the Elements of Your Promotional Mix
For each company, there are a plethora of different promotional elements they will use to
better inform, persuade, or remind current or potential consumers about their products and
available promotions (Marshall & Johnston, 2019). For Liberty Mutual, they often use a
combination of digital and social media marketing, advertising, and public relations. Like most
corporations, Liberty Mutual uses their social media presence to better advertise to current and
potential customers by reminding them of their low prices and personalized policies. Similarly,
like many other large insurance companies, Liberty Mutual also takes full advantage of
advertising to market towards their target audience through tv commercials. Currently, Liberty
Mutual has an array of commercials airing to help promote their products and explain how they
are different than other companies.
Q2. Explain Whether You Use a Push or Pull Promotional Strategy, or a Combination of
Both
For a company such as Liberty Mutual, they mostly use a pull strategy to bring in new
and existing clientele. In a pull strategy, a corporation will use a combination of advertising,
customer-directed sales promotion, PR, and/or direct and interactive marketing (Marshall &
Johnston, 2019). Much of Liberty Mutual’s marketing comes in the form of television and social
media advertising. This strategy works well for the corporation as they are one of the largest
multinational insurance companies and are able to target towards a plethora of audiences. Since
insurance is something most every person uses, being able to advertise to the masses works well
in their favor.
Q3. Discuss Your Use of Digital, Mobile, or Social Media Marketing
MMIP: Communicate the Value Offering 3
Like most companies, Liberty Mutual was quick to start using social media to help
promote their products and begin interacting with current and potential consumers more. In
2013, Liberty Mutual Insurance introduced a Social Media Center of Excellence to help improve
their social media presence. The Social Media Center of Excellence was created to focus on all
social engagement including real-time customer service and breakthrough conversations in the
social space (Social Media Center of Excellence, 2013). Additionally, this area of the corporation
is also used to help analyze the market and improve overall strategies in social media and digital
marketing. In their article regarding the Social Media Center of Excellence, Liberty Mutual also
noted that this division of the corporation is also used to help promote unique content about
Liberty Mutual’s sponsorships including the Olympics and Paralympics teams (Social Media
Center of Excellence, 2013).
Q4. Discuss the Elements of Your Advertising Message
Most of Liberty Mutual’s advertisement comes from commercials found on either
television networks or streaming networks. Within the advertisements for Liberty Mutual, there
is an emphasis on their slogan, “only pay for what you need” (Liberty Mutual). Like most large
companies, they have more than one advertisement running at a time. At this time, there is an
emphasis on Liberty Mutual’s equity in the market, low prices, and personalization of policies.
Throughout all of the advertisements that Liberty Mutual utilizes, there is a push to give current
and potential customers a feeling that they will be getting the best price and services by using
Liberty Mutual for all of their insurance needs.
Q5. Explain Your Use of Sales Promotion, Public Relations, Live Events, Publicity, or
Personal Selling
MMIP: Communicate the Value Offering 4
In recent years, Liberty Mutual has begun pushing more live streams, career fairs, and
other live events to help business men and women with their careers. In the last year, Liberty
Mutual hosted a multitude of different events that only assist people in getting jobs with Liberty
Mutual but to also promote different demographics. In 2021, Liberty Mutual recently hosted a
Women in Technology Summit to empower and motivate women pursuing a career in tech while
also giving opportunities to join their TechStart Summer Internship program (Upcoming Events
Archives, 2021). They also hosted a MBA RISE Kick-Off Summit to assist newly accepted MBA
students from underrepresented populations in navigating their MBA programs. Additionally,
they also hosted a career fair to connect Hispanic professionals with new career opportunities
(Events, 2021). By offering these live, virtual events for new and up and coming professionals,
Liberty Mutual has made a name for itself as a corporation that represents minorities and
providing career opportunities with their corporation.
MMIP: Communicate the Value Offering 5
References
Liberty mutual: Customize your insurance coverage and get A quote: Liberty Mutual. Liberty
Mutual | Customize your insurance coverage and get a quote | Liberty Mutual. (n.d.).
Retrieved from https://www.libertymutual.com/.
Liberty Mutual Insurance introduces Social Media Center of Excellence. LMG. (2013).
Retrieved from https://www.libertymutualgroup.com/about-lm/news/articles/liberty-
mutual-insurance-introduces-social-media-center-excellence.
Marshall, G. W., & Johnston, M. W. (2019). Marketing management (3rd ed.). McGraw-Hill
Education. ISBN: 9781259637155.
Upcoming Events Archives. Liberty Mutual Careers. (2021). Retrieved from
https://jobs.libertymutualgroup.com/events/category/upcoming-events/list/?
tribe_event_display=past&tribe_paged=2.
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