2016

Digital Audit and

Target Audience
Analysis
COVER-MORE INSURANCE
AMB330: DIGITIAL PORTFOLIO

Student: Jessica Larder

Student Number: 9111905
Tutor: Ben Rogers

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

TABLE OF CONTENTS

1.0

Introduction .................................................................................................................................... 3

2.0

Digital Media Audit ......................................................................................................................... 4

3.0

Target Audience Analysis and Consumer Insights ......................................................................... 7

3.1

Target Audience Analysis ........................................................................................................... 7

3.2

Product Overview ....................................................................................................................... 8

3.3

Competitor Overview ................................................................................................................. 8

3.4

Consumer Insight ..................................................................................................................... 10

4.0

Recommendations ........................................................................................................................ 11

5.0

References .................................................................................................................................... 12

Appendix A ................................................................................................................................................. 14
Appendix B ................................................................................................................................................. 15
Appendix C ................................................................................................................................................. 16
Appendix D ................................................................................................................................................. 19

STUDENT: JESSICA LARDER

TUTOR: BEN ROGERS

1.0

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

INTRODUCTION

With 28% of 18-24 year-olds travelling overseas within the next 12 months, travel insurance is becoming a
bigger market, designed to cover the costs and reduce the risk associated with unexpected events during
international and domestic travel (Roy Morgan Research, 2016). Cover-More Travel Insurance is one of
Australias largest travel insurers, holding approximately 40% of Australians travel insurance policies
(Freed, 2015). By using its own brands and distribution partnerships with travel agencies and airlines, CoverMore has been able to compete with other big travel insurers like QBE, Allianz, and SureSave (Freed, 2015).
The aim of this digital audit is to investigate and critique the digital presence of Cover-More Insurance and
to determine the efficacy of their strategy and tactics in reaching their target audience.

STUDENT: JESSICA LARDER

TUTOR: BEN ROGERS

2.0

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

DIGITAL MEDIA AUDIT

Criteria

Examples or Observations

Rating

Cover-More Insurance's primary business objectives are:

To attract 'high value' and 'high conversion' customers to increase

purchase rates both in the short and long term

Drive direct sales to intercept an active in market customer prepurchase;

Broad vision of
how digital
media can
transform the
company

Drive Brand awareness for future customers; and,

Create awareness of the product and the need/value to drive in

insurance uptake (Broadhurst, 2016).

Digital media is currently being used to directly communicate with

consumers and the organisation through different online channels,
allowing the brand to appear transparent through open dialogue. However,
the digital media lacks the ability to gain reach in new demographics and
strength brand affinity with customers. The brand targets a broad audience
with its content, which does not enable Cover-More to establish personal
relationships with particular demographics.
Consistent brands across digital marketing platforms and posts contain
links to Cover-Mores website and blog, however, more could be done to

Integration of
improve the seamless brand environment. Although there is consistent
marketing, IMC
and digital
branding across social channels and platforms, a stronger focus on targeted
strategy
digital marketing and the integration of digital advertising that are

concurrent with Cover-Mores overall company operations could help.

Cover-More's digital strategy is primarily aimed at raising awareness to
existing customers and overseas travellers, whilst also engaging with
consumers by supplying adventure possibilities or backpacking advice.
Digital strategy

Cover-More's social media channels are visually appealing and very ease to

navigate; signs of a well-maintained Facebook, Instagram, Twitter, and

blog. Cover-More's media portfolio consists of websites and social

STUDENT: JESSICA LARDER

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

platforms, with social media being the most dominant channel to connect
with consumers.
Strategically
consistent,
companycreated brand
messages

Brand sentiment, branded promotions, graphic designs, and messaging are

consistent across all social platforms and channels. This unison reinforces

a strong and harmonious brand image.

It is evident from content posted on the Cover-More social media channels
that there are high levels of digital advertising. They use their blog and the

Degree of
company
involvement in
digital and
social media

blog/promotional ambassadors for content creation and for promotional

purposes. These channels have accumulated over 14,000 Facebook

followers, 2,500 Twitter followers, and 4,200 Instagram followers. Digital

media is a priority over the limited traditional media as it is a cheaper
alternative.
Facebook
https://www.facebook.com/CoverMore
Website
https://www.covermore.com.au
Google+
https://plus.google.com/+covermore

Digital tools
used by the
company

Twitter

https://twitter.com/CoverMore
Instagram
https://www.instagram.com/covermore/
YouTube
https://www.youtube.com/user/CoverMoreInsurance
Pinterest
https://au.pinterest.com/covermore/
Cover-More uses media platforms that include various forms of news,

Frequency of
use of digital
and social
media tools

videos, event promotions, public relations (PR), and user-generated-

content (UGC).

Facebook posts every 1-2 days, and becomes more active when a
global tragedy occurs (Nepal Earthquake, France terror attack).

STUDENT: JESSICA LARDER

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

Instagram consists of regrams from travellers and promoting

competitions. However, the frequency of Instagram posts is
significantly low.

Twitter appears to be the most active, with numerous tweets a

day.

Appendix A shows Cover-Mores Facebook posts, which are direct links to

the blog posts on their official website. Prominently, the content shared is
in news form; informing consumers and followers about world events and
how to keep safe.
Examples of
Appendix B highlights the content shared on Cover-Mores Instagram. This
content shared
social channel is used for regular promotions for winning trips and travel

money, and UGC. This type of content elicits a high level of engagement
from consumers, harbouring a wider reach within each submitter's
extended social circle.
Cover-More strategically posts content which is both informative and
useful for the consumer/target audience, while also promoting the
organisation. Content is not targeted at any particular audience and is fairly
Strategic user
engagement

generic to every audience, however, the largest audience on Facebook

(23%) is women aged 25-34 (Cover-More Insurance, 2016c). A vast mix of

content (photos, news, videos, promotions) seeks to engage with

everyone. Cover-More Facebook average response time of 7 hours is poor
(Cover-More Insurance, 2016c).
The likely indicators for digital performance are analytics of social media
content (likes, shares, comments, views), accessing their personal CoverMeasurement
of digital
performance

More account online, enquiries via online quotes and the use of the
website's live chat. Cover-More's Terms of Use outlines they do not use

cookies to collect personal information and identifiers (Cover-More

Insurance, 2016a).
*Where 0 indicates a lack of achievement and 10 represents optimum achievement.

STUDENT: JESSICA LARDER

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

3.0

TARGET AUDIENCE ANALYSIS AND CONSUMER INSIGHTS

3.1

TARGET AUDIENCE ANALYSIS

The target audience for Cover-More Insurance are adults aged 18-24 living in Australia who work full-time,
part-time or study, and are either married or are single.
Roy Morgan Research (2016) states that 45.3% of the target audience earn under $15000 per annum, with
48.3% renting property. 49.8% of adults aged 18-24 feel financially stable at the moment (Roy Morgan
Research, 2016). Indicating despite the low income of the target audience and their high living expenses,
they do not have monetary concerns. 54.6% of young adults believe in taking risks, which could explain the
41.6% of this sample size having no insurance (Roy Morgan Research, 2016). This reflects that while 18-24year-olds like to live life on an edge, they also believe in insuring themselves and/or their property.
Insights from the May 2015 Sensis Social Media Report show the high level of engagement with social
media and how heavily engaged Australians are with these channels, showing how social media has
transformed the consumer landscape. With 79% of 18-24-year-olds consuming social media at least once
a day, the Internet is very important for this target group as they use it for:

95% for socialising;

67% for reading online reviews and blogs;

57% for sharing photos/videos;

47% for news and current affairs;

35% for following or researching brands and businesses;

28% for researching something to buy; and,

26% for researching holiday destinations (Sensis, 2015).

Over the past year, 39% of 18-24-year-olds have ceased using Twitter (Sensis, 2015). 97% of this target
audience uses Facebook, 54% uses Instagram, and 38% use Snapchat (Sensis, 2015). This correlates with
young adults accessing social channels with their smartphones (90%) and laptops (57%) (Sensis, 2015).

STUDENT: JESSICA LARDER

TUTOR: BEN ROGERS

3.2

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

PRODUCT OVERVIEW

From 2009-2014, the number of international trips taken by Australians has increased by an annualised
8.8% (Australia Travel Insurance Market, 2014). Travel insurance affords financial security for travellers
against unforeseen medical treatment or evacuation in the event of misadventure or ill health (Leggat,
Carne, & Kedjarune, 1999). Consumers prefer well-established insurance companies with a long track
record of stability and reliability (Australia Travel Insurance Market, 2014). However, it has also been
found that travel insurance is a last minute purchase for most customers, buying them on the departure
date or within the next two days (InsureandGo, 2014).

3.3

COMPETITOR OVERVIEW

Cover-More has been a part of the travel insurance company for over 30 years, has built strong global
relationships, and holds approximately 40% of the travel insurance business market share in Australia
(Cover-More, 2016b). Broadhurst (2016) highlights several of the brands major competitors:

Allianz Travel Insurance;

1Cover Travel Insurance;

Southern Cross Travel Insurance;

WorldCare Travel Insurance; and,

Travel Insurance Direct (TID).

SOCIAL MEDIA CHANNELS

Facebook

ALLIANZ TRAVEL
INSURANCE

Instagram

1COVER TRAVEL
INSURANCE

Twitter

Youtube

Google+

LinkedIn

App

Pinterest

Snapchat

COVER-MORE
SOUTHERN CROSS SURESAVE WORLD TRAVEL INSURANCE WORLDCARE TRAVEL
TRAVEL INSURANCE TRAVEL INSURANCE
ASSISTANCE
DIRECT
INSURANCE

FIGURE 1: THE GRAPH SHOWS THE SOCIAL MEDIA CHANNELS USED BY COVER-MORE INSURANCE AND ITS COMPETITORS (NOTE: ONLY WORLDCARE
TRAVEL INSURANCE AUSTRALIA WAS INCLUDED)

STUDENT: JESSICA LARDER

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

SOCIAL MEDIA FOLLOWERS

FACEBOOK FOLLOWERS

INSTAGRAM FOLLOWERS

TWITTER FOLLOWERS

WORLDCARE TRAVEL INSURANCE

TRAVEL INSURANCE DIRECT
SURESAVE WORLD ASSISTANCE
SOUTHERN CROSS TRAVEL INSURANCE
COVER-MORE TRAVEL INSURANCE
1COVER TRAVEL INSURANCE
ALLIANZ TRAVEL INSURANCE

5000

10000

15000

ALLIANZ
TRAVEL
INSURANCE

1COVER
TRAVEL
INSURANCE

FACEBOOK FOLLOWERS

5479

3577

14405

29

INSTAGRAM FOLLOWERS

73

73

4222

1432

463

3670

TWITTER FOLLOWERS

COVER-MORE SOUTHERN
SURESAVE
TRAVEL
CROSS TRAVEL
WORLD
INSURANCE
INSURANCE
ASSISTANCE

20000

25000

TRAVEL
INSURANCE
DIRECT

WORLDCARE
TRAVEL
INSURANCE

35

18073

998

45

3667

79

FIGURE 2: A GRAPH SHOWING THE FOLLOWERS OF THE THREE PREDOMINANT SOCIAL MEDIA CHANNELS (NOTE: ONLY WORLDCARE TRAVEL
INSURANCE AUSTRALIA WAS INCLUDED)

Figures 1 and 2 depict the differences between these competitors and Cover-More and it is evident Allianz
and TID being the main competition in the Australian travel industry. Both possess the same amount of
highly engaged social media channels, however, Cover-More has a larger following and consumption,
placing them above the benchmark.

STUDENT: JESSICA LARDER

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

QUOTED PRICE
SURESAVE WORLD ASSISTANCE

$517.00

TRAVEL INSURANCE DIRECT

$255.90

1COVER TRAVEL INSURANCE

$230.85

WORLDCARE TRAVEL INSURANCE

$243.70

SOUTHERN CROSS TRAVEL INSURANCE

$189.00

ALLIANZ TRAVEL INSURANCE

$367.30

COVER-MORE TRAVEL INSURANCE

$316.00

$0

$100

$200

$300

$400

$500

$600

FIGURE 3: THE GRAPH SHOWS THE QUOTED PRICE FOR A 24-YEAR-OLD AUSTRALIAN FEMALE FLYING TO THE UNITED STATES OF AMERICA FROM
OCTOBER 3, 2016 TO NOVEMBER 10, 2016. SHE WANTS TO TAKE OUT COMPREHENSIVE/PREMIUM COVER WITH A $100 EXCESS.

Insights from Figure 3 shows competitors quote prices against Cover-More. It should be noted that some
of the lower quoted prices do not have the same coverage as Cover-More (as seen in Appendix C).

3.4

CONSUMER INSIGHT

The data shows that 18-25-year-old Australian adults are risk-takers and low-income earners. However,
they are the predominant consumers of social media and their consumer attention is absorbed through
these channels compared to other media. As a result, the consumer insights for the targeted audiences
are:

As the biggest consumers of social media, digital content and social media presence determines
purchasing and decision-making processes

Travel insurance is a last-minute expenditure

They want trustworthy, mobile-friendly content.

STUDENT: JESSICA LARDER

10

TUTOR: BEN ROGERS

4.0

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

RECOMMENDATIONS

To achieve Cover-Mores marketing objectives, it is recommended to:
1. Use Roy Morgan Audiences to gain insight into cross-device digital audiences;
2. Create a Snapchat Geofilter; and,
3. Introduce an online brand ambassador.
Using Morgan Web Audience Measure (WAM) would allow for closer monitoring of segmented audiences
and help to understand if the current digital strategy is working. Web metrics and browsing habits would
be analysed, alongside product and media data, activities and attitudinal variables and demographics,
providing Cover-More with a holistic view of their target audiences (Roy Morgan Research, 2016b).
The target audience analysis found Snapchat was the third highest consumed social channel, so it is
recommended that Cover-More creates a Snapchat Geofilter for global brand awareness and consumer
engagement. Snapchat has an audience of nearly 100 million daily active users, and a brand-driven geofilter
would allow the audience to personalise their public and private communications (Cicero, 2015). A small
monetary amount would need to be used for graphic design. Appendix D shows over brands geofilters.
Cover-More currently has past competition winners as their blog ambassador, however, it is recommended
that a more well-known and popular brand ambassador be implanted to promote a trustworthy brand that
can connect to the target audience. A brand ambassador can play an important role in the facilitation of
community engagement, resulting in cognitive and/or emotional satisfaction and creating themes of
likability, approachability and knowledgeability (Campbell & Ma, 2015).

STUDENT: JESSICA LARDER

11

TUTOR: BEN ROGERS

5.0

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

REFERENCES

Australia travel insurance market: Fluctuations in the financial market cause revenue volatility (2014).

Chatham: Newstex. Retrieved from

http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/docview/163488577

1?accountid=13380

Broadhurst, G. (2016). Cover-More Brief [Supplemental material]. Retrieved from

https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_124

946_1&content_id=_6354850_1

Campbell, C., & Ma, JJ. (2015). Looking Forward, Looking Back: Drawing on the Past to Shape the Future of

Marketing: Proceedings of the 2013 World Marketing Congress. Cham: Springer

Cicero, N. (2015). Are Branded Geofilters the Future of Advertising on Snapchat? Retrieved August 21,

2016, from http://marketingland.com/branded-geofilters-future-advertising-snapchat-134606

Cover-More Insurance. (2016a). Terms of Use. Retrieved August 16, 2016, from

https://www.covermore.com.au/terms-of-use#_ga=1.211963282.704931428.1470912975

Cover-More Insurance. (2016b). About Us. Retrieved August 20, 2016, from

https://www.covermore.com.au/about-us

Cover-More Insurance. (2016c). Cover-More Facebook Insights. Retrieved from

https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_124

946_1&content_id=_6385936_1

Freed, J. (2015, March 30). Cover-More lifts the price of travel insurance policies. Retrieved August 10,

2016, from http://www.smh.com.au/business/insurance/covermore-lifts-the-price-of-travel-

insurance-policies-20150327-1m9edv

InsureandGo. (2014). 2013: the year of ski trips to Asia, more seniors travelling, and lost or stolen

smartphones. Retrieved August 20, 2016, from http://www.insureandgo.com.au/news/2013-

the-year-of-ski-trips-to-asia-more-seniors-travelling-and-lost-or-stolen-smartphones.html

STUDENT: JESSICA LARDER

12

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

Leggat, P. A., Carne, J., & Kedjarune, U. (1999). Travel insurance and health. Journal of travel medicine,

6(4), 243.

Roy Morgan Research. (2016a). Roy Morgan Single Source Australia: April 2011 - March 2016 Data

[Supplemental material]. Retrieved from

https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_124

946_1&content_id=_6354850_1

Roy Morgan Research. (2016b). Web Audience Measure. Retrieved August 22, 2016, from

http://www.roymorgan.com/services/online-research/wam

Sensis. (2015). Sensis Social Media Report May 2015: How Australian people and businesses are using

social media. Retrieved from the Sensis website

https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

STUDENT: JESSICA LARDER

13

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

APPENDIX A

STUDENT: JESSICA LARDER

14

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

APPENDIX B

STUDENT: JESSICA LARDER

15

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

APPENDIX C

Cover-More Policy

STUDENT: JESSICA LARDER

16

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

Allianz Travel Insurance Policy

STUDENT: JESSICA LARDER

17

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

Worldcare Travel Insurance Policy

STUDENT: JESSICA LARDER

18

TUTOR: BEN ROGERS

QUEENSLAND UNIVERSITY OF TECHNOLOGY | AMB330: DIGITAL PORTFOLIO

APPENDIX D

(Cicero, 2015)

STUDENT: JESSICA LARDER

19

TUTOR: BEN ROGERS