Ohio University NSAC 2010: State Farm
Content
ohio university
01
contents
executive summary
campaign objectives
• Achieve growth through new Young Adult Auto and Renters policies • Retain Legacy Young Adult Auto policies • Retain current Independent Young Adult Auto and Renters customers
positioning & creative
Positioning: State Farm is the brand that helps you handle your insurance-based incidents quickly and easily so you can focus on more important things. Creative Concept: State Farm is there to protect your future so you can enjoy what is happening in the present. Key Fact: While Young Adults believe that insurance serves as a safety net, they have no affinity for insurance because they do not actively consider the need for it.
target market
• 18- to 25-year-old Young Adults • Independents, Hispanics, Semi-Dependents, Dependents and Legacies • Primary target: Independents
media
• Integrate State Farm into our target’s lifestyle by utilizing a mix of traditional, non-traditional and digital media • In addition to our national presence, we will increase reach and frequency through 20 spot markets • Strategically implement a mix of Equity, Auto, Renters and Hispanic- specific messaging
campaign budget $40 million
Media: PR/PROMO: Creative/Production: Evaluation: Contingencies:
60% 20% 13% 05% 02%
promotions
• Align State Farm with relevant organizations with which our target is emotionally connected • Execute events and contests that allow interaction with the brand and facilitate conversation among Young Adults
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marketing
company perceptions
A close examination of State Farm’s current position as a company and its current relationship with our 18- to 25-year-old target gave us the foundation for our integrated marketing plan.
the company
• #1 Property and Casualty Insurance provider in the U.S., insuring more cars and homes than any other company • #1 provider of Young Adult Auto and Renters policies • More than 17,000 highly credentialed agents provide clients a personal and educational experience Built upon a foundation of shared values: • Quality service • Relationships • Mutual trust • Integrity • Financial strength
the consumer
Perceptions: • Insurance is an irrelevant topic to our target because of their “it can’t happen to me” attitudes • State Farm is seen as a conservative company that does not relate to the Young Adult lifestyle Initiatives: • The “Now What?” campaign has taken the initial step toward making inroads with our target • The campaign increased Young Adult’s awareness of insurance by having the consumer think about the aftermath of an accident
03
marketing
where we come in
An in-depth analysis of State Farm and Young Adults allowed us to: • Reveal the strengths, weaknesses, opportunities and threats that are specific to State Farm • Gauge their current perceptions of State Farm and our direct competitors • Determine their relationships and experiences with the insurance category • Discover insights into their lifestyles and passions
04
s w o t
strengths
Most popular choice of insurance agency Loyal following and credible reputation Large base of knowledgeable agents Superior customer service
weaknesses
Inefficient use of digital space Agent-based approach is inconvenient and time-consuming Payment process is difficult with multiple policies
he State Farm brand & T the Young Adult target
opportunities
Differentiate from price-based competitors Change the target’s perception of State Farm Become a trustworthy point of reference Create a more ethnically and racially diverse campaign
threats
Young Adults see State Farm as too conservative Competitors are more established with our target Independents are price conscious Target prefers a simplistic insurance process
brand perceptions
We asked our target to create descriptive collages to illustrate their thoughts about State Farm and our primary competitors—Progressive and Geico.
Progressive
modern annoying aggressive lame fast cheap
State Farm
expensive old school caring personalized serious and secure dependable and trustworthy
Geico
marketing
annoying lame cute and funny quick and easy cheap gecko and caveman
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primary research
focus groups
To learn how insurance plays a role in our target’s lifestyles, we brought Young Adults together and got them talking about their experiences.
mock accident scenarios
To discover how our target interacts with insurance at their point of need, we presented them with mock scenarios and had them describe their feelings about car accidents and theft.
purchasing insights
• Willing to pay more for quality coverage • Desire a personal relationship with insurance provider • Prefer ease and simplicity when researching and purchasing
point-of-need insights
• First called a parent for guidance, then their insurance company • Likely to forget the proper procedure after an accident • Assess safety first, then experience different emotions
nds 1 ask parents and friernet te 2 research on theininperson 3 visit company
“When it comes to insurance, I want something that’s going to cover me, not something cute and funny.” Male, 23
information gathering process
typical emotions
shock, confusion, nerves, embarrassment & anger
“An accident causes both physical and emotional damage.” Female, 20
06
primary research
surveys
To better understand the types of insurance our target has and how they handle their policies, we had Young Adults complete both open- and closed-ended questionnaires.
interviews
To acquire an insider’s perspective of our target’s lifestyles and interests, we conducted one-on-one interviews in a more personal environment.
valued policy factors
We asked which insurance policy factors were most important:
valued personal items
85 76 51
% %
coverage rates
We asked which personal items were most important:
%
lifestyle insights
• Have an emotional connection to their items but underestimate their value • Consider themselves trendsetters • Have an “it can’t happen to me” attitude • Do not actively worry about insurance • Desire a genuine, relatable and relevant company “I don’t have anything valuable enough to be worth getting insurance for.” Female, 22
customer service
insurance and provider insights
• 94% had the same provider as their parents • 88% did not know their insurance provider • 19% paid for their own insurance • 69% knew about Renters insurance • 10% had Renters insurance
Male, 18
07
marketing
“My parents are thorough when looking things up, so I trust their decisions.”
target segments
Since our 18- to 25-year-old target is such a diverse group, we have segmented them into four audience profiles: Independents, Semi-Dependents, Dependents and Legacies. Our audience profiles were based upon the unique characteristics that come with each segment’s current stage of life. Despite these small differences in life stages, we are still able to connect with all Young Adults through their shared interests and lifestyles. Our core message is universal and can be executionally tailored to any Young Adult.
independents
Primary Target: • More likely to be researching and purchasing insurance • Self-sufficient and manage own insurance policies Audience Profile: • Young working professionals • Recent or soon-to-be college graduates • Includes most Multi-Cultural Young Adults Influence by: • Featuring Equity, Auto and Renters messaging • Presenting Auto and Renters messaging at most appropriate times • Targeting top cities for young professionals
hispanics
Targeting Hispanics because: • More likely to fall within the Independent audience profile • Fastest growing ethnic group in the U.S. • Significantly more brand loyal • More unique connection with heritage than other Multi-Cultural Young Adults Influence by: • Exposing them to Equity, Auto and Renters messaging that features culture-specific good moments • Engaging them with Spanish-language messages and culturally relevant media and events
semi-dependents, dependents, legacies:
Secondary Targets because: • Least likely to be thinking about insurance • Transitioning into Independents Influence by: • Introducing Equity messaging to prove that State Farm is the most valuable and relevant insurance company • Presenting Renters messaging, beause it is most relevant to their current stages of life
“I’m very family oriented and I tend to be more conservative when it comes to my decisions and ideals.” Hispanic Independent, 21
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campaign foundation
communication purpose
In order to attract and retain our 18- to 25-year-old Young Adults, we must show that State Farm is a relevant brand that aligns with and supports their lifestyles.
communication challenge
While Independents believe that insurance serves as a safety net, they have no affinity for insurance because they do not actively consider the need for it.
key insight
Our spontaneous target lives in the moment and hates any interruption that interferes with their current activities.
communication strategy
Prove to Independents that State Farm is the company that allows them to enjoy what is happening in the present.
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marketing
Regardless of the day’s events, State Farm makes every day a good day.
BIG
the idea
creative
rationale the big picture
When you have State Farm, you can enjoy your little moments a little bit more.
logo inspiration
The “keep the good alive” logo was developed to reflect State Farm’s existing logo. The “oo” also resembles the infinity sign, further emphasizing the concept of keeping the good alive. Our tagline and State Farm’s current logo will be present on all executions.
tone
keep
• The campaign has a positive and conversational tone in order to facilitate communication about how State Farm makes each day better • The digital and user-generated content elements of our campaign support peer-to-peer conversation about State Farm
messaging
The tagline, keep the good alive, and URL, keepthegoodalive.com, become one memorable entity.
alive .
10
com
the
microsite
keepthegoodalive.com will act as a social hub where users can interact with the brand and other Young Adults. This site will be branded with our message and will provide links to our promotional pages and the corporate website.
home got your goods? contests
keep the g
brought to you by State Farm
d alive
smartphone apps
Use the new State Farm App to post your good moments via uploading a photo, video, or a description about your good moment. This will also feature a link to State Farm’s current App, the Pocket Agent.
198,602 moments strong most popular most recent
398 times
.com
links
download the app
Meet the residents of Covered Living Apartments
Just got a package at work with about 5 yards of bubble wrap. Cancel my appointments, I know what I’m doing for the rest of the afternoon. Random friend request, from the hottest guy I’ve ever seen, asking if I’m “Katie’s” friend... Case of mistaken identity? Who cares... accepted. Was already making up excuse for my psych prof when the street lights gave me the go and the holy grail of parking spots opened up.
322 times
nate
robyn
eric
276 times
Links at the bottom of the microsite take users beyond the homepage. They can click the “get a quote” button, which will transfer them to the State Farm website. A tab labeled “contests” at the top of the page takes users to our contests and promotions page where they can participate in our events.
join us, share your moment...
upload a pic
find an agent get a quote
webisodes
Users interact with the site through “good moment” uploads in the form of videos, photos and texts. This facilitates interaction by allowing users to “like” or “ditto” other posts.
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creative
relevant content
The webisodes will follow the lives of Robyn, Nate and Eric—characters within the target and residents of “Covered Living Apartments.” They show their excitement of having a good moment by instantly sharing it via a mobile upload.
webisodes
nate
Users can follow Nate, Eric and Robyn as they upload their good moments via their webcams and smartphones. Viewers can develop a connection with each character as their personalities evolve.
Nate is a 23-year-old, trendy hipster who bikes to work every day. Nate loves his new job but enjoys the little pranks he pulls on his unsuspecting officemate even more.
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2
3
4
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While biking to work one morning, Nate realizes that a $20 bill is stuck in the wheel of his bike. He starts taking a video to share his awesome moment, and as he reaches to grab the bill, he tumbles off his bike. But, victory! He grabs the bill and shows the world his prize.
webisodes
eric
Eric is a 21-year-old sports medicine major. He is a total “guy next door.” Always a gentleman, he is looking for a nice girl to share his good moments with.
Eric is out for a jog when he bumps into a friend who gives him two tickets to this weekend’s big game. He is stoked about the tickets and starts to capture the awesome moment. A girl, whom he’s had his eye on for a while, comes around the corner. He overcomes his nerves and invites her to the game. She accepts, making his good moment even better.
robyn
Robyn is a 22-year-old freelance photographer. She loves her new puppy, Max, although he’s not quite housebroken yet. She enjoys blogging about her achievements, as well as Max’s progress.
All the elements came together for a perfect photo for Robyn. She’s so excited that she grabs her computer to record a post when Max jumps in her lap. This reminds her that he finally peed outside and she shares how proud she is of him.
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creative
tv & radio
tv equity
Each commercial will show Young Adults, including our webisode characters, experiencing good moments in their every day lives. This will spark interest and encourage viewers to share their good moments on our microsite.
digital billboards
They will change twice daily to keep the attention of drivers.
Don’t worry about the traffic
tv auto
(your boss is probably in it too.)
In the morning there will be a funny or encouraging phrase to inspire drivers to look forward to their day. A young woman is leaving work for the evening. She is on the phone with her friend, planning where they are going for magaritas tonight. She briefly mentions a minor car accident but, seemingly unphased, says nothing could ruin their weekly girls’ night. This communicates our message that with State Farm you can still enjoy your day or night.
Enjoy your night.
In the evening, the boards will focus on the transition from day to night. They will remind drivers that another long day of work is over and the night is theirs.
No more schedules, timed breaks, or staring out the window.
radio
Little good moments will be delivered to drivers in the form of quick, fun facts and daily jokes to make their drive just a little bit better.
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magazines
the green light ad
Highlighting the rush and good feeling one experiences when everything goes right, this ad allows readers to associate their auto insurance with good driving moments.
good ad
By taking user-submitted photos directly from the microsite and featuring them in the equity print ad, we will develop a closer connection with our target by giving them a good moment.
Forget cityscapes and mountainsides, I’ll take this view any day.
share your good moment with us and it may be printed in a magazine!
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creative
rich media banner
The pick-your-path style banner allows users to interact with the ad without pulling them away from what they are doing. The user is presented a series of everyday scenarios and two options for each. They will be taken through a string of good, unexpected moments and will end on the microsite where they can view other people’s good moments and add their own. This connects the target to the brand in a fun, non-intrusive way.
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find out!
2
ing 10 minutes ke up this morn You wa ff. rm is set to go o before your ala
3
Do you:
make yourself breakfast enjoy more shut-eye
stomach starts -rested, but your k completely well n you realize that You go to wor quick snack whe . You go to grab a to rumble e! cents in the machin buy a someone left 75 candy bar
Do you:
buy a bag of chips
4
rst of energy you ve you the extra bu . The sugar ga done an hour early to get your work walk needed
5
Do you:
through the park watch your favorite show
scored some orious slumber, rk n minutes of gl an extra te ll through the pa Today you got l-deserved stro and took a wel s, friend! sugary-goodnes mp into an old happened to bu where you just
share!
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local executions
hot spot social night
The promotional items will take on a voice of their own by telling our target how they contribute to a good night. These materials, which are often taken home, allow Young Adults to interact with the brand by initiating insurance related conversation. Along with our message, each item will be branded with both the “keep the good alive” and State Farm logos.
pizza box
Everybody loves pizza because it eliminates the hassle of cooking and cleaning. Our branded pizza boxes will deliver to our target the gift of a good moment.
home
here to hold your favorite drink
(or whichever one is cheapest)
here to hold your favorite
Here to so you take care o fd can m an the inner, remote . drink
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en
d ri nk a
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ight
enjoy your night
p kee
the
enjoy your nigh
#17
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17
creative
. live a
com
...your arms are track of your goods needed on the da nce floor
here to keep
online entertainment
hulu
Branded entertainment will come to life in a space that the target already enjoys. For the first time, viewers will see Nate, Eric and Robyn enjoying their good moments as they happen. One storyline will continue through the entire show, intriguing the viewers and holding their interest throughout. In the final clip, we see the character once again recording his good moment. Viewers are then directed to keepthegoodalive.com.
pandora
When users tune in to their favorite Pandora station, they will first see our :30 video spot featuring a variation of our national TV equity and auto executions. Additionally, there will be a State Farm skin with our tagline and logo, encouraging them to visit the microsite while stil enjoying their favorite artists.
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hispanic executions
rich media banners
We will speak to Hispanics in Spanish and on their favorite websites in order to prove that State Farm respects and appreciates their culture. These banners will have the same format as our English-language versions, but will communicate good moments that are specific to Hispanic-Americans. One example reads, “Making your day even better, you found your favorite soccer team on television!”
r, encontraste su dia incluso mejo ¡Haciendo su televisión! to de fútbol en la equipo favori
¡visita!
hispanic tv spot
We will highlight an unexpected good moment when a girl finds out that a local club is hosting a Latin dance night, something very exciting to the Hispanic community. After getting ready, she finds out that it’s also ladies’ night and she gets in for free—another great moment! A voice-over reads the tagline in Spanish and prompts viewers to visit the microsite.
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3
4
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creative
pr/promo
Our relationship with our target will be strengthened through relevant events and contests that allow them to interact with the brand. These promotions will give Young Adults good moments that they will share through word-of-mouth and social media.
brand representatives (BRs)
Brand Representatives will: • Further establish the brand in our 20 spot markets • Act as a liason between local agents and our campaign • Implement local events • Distribute promotional items • Update social media • Provide market-specific information
hot spot social nights
• Sponsored events will connect the target to the brand in a place where they already enjoy good moments • Promotional items include coasters, cups and coat-check cards
promotional assistants (PAs)
Promotional Assistants will: • Collaborate with BRs for large events • Be hired through a promotional marketing agency
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got your goods
On May 9, 2010, our target’s most valued possessions will be enclosed in clear, protective boxes for a nationwide viral publicity stunt to kick off the campaign. This will reinforce the idea that when your valuables are safe with State Farm, you can enjoy all of your moments a little more.
contents
Cars, bikes, purses, wallets, cell phones, iPods, laptops and typical male- and female-themed rooms
week one
The protective boxes will be unbranded to spark curiosity and create buzz and publicity. There will be a surveillance camera hidden inside each box to capture the public’s reaction and stream it live on keepthegoodalive.com.
week two
pr/promo
The boxes will be branded and will display a code that can be entered at keepthegoodalive.com for a chance to win the contents of the box.
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promotions
free summer gas stunt
On Friday, August 20, 800 people in each market will receive $30 of free gas from an Exxon Mobile, courtesy of State Farm. • Free food • Music sponsored by KISS FM, a Clear Channel Top 40 station • Auto kits distributed
good neighbor move-in
• Assist students moving into dorms, apartments and houses within our markets • Renters kits will be distributed
renters kits
auto kits
Include: Auto and Renters insurance information, an air freshener, travel tissues, a window decal, a disposable camera, a mini flashlight and a keychain, all distributed in a car trash bag.
Include: Auto and Renters insurance information, a refrigerator magnet, a cup, a camera, a koozie, a flameless candle and key covers, all distributed in a drawstring bag. (One half distributed at good neighbor move-in and the other half to apartment complexes in each market.)
alumni homecoming celebrations
• Welcome recent graduates to their alma mater’s homecoming football game at universities in our markets • Provide free food, drinks and branded stadium seats
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national contests
battle to the grammys
• Contest in which our target will write and perform a song about their good moments and upload the video to keepthegoodalive.com • Contestants will be encouraged to share their video on their social media sites to increase votes • Voting will take place from January 1-15, 2011 • The winner will be awarded an all-expenses paid trip to the Grammys and a spot in a State Farm TV commercial
march madness sweepstakes
• NCAA March Madness bracket will be filled out at keepthegoodalive.com • Ten participants will be randomly selected to win an all-expenses paid trip for two to the Final Four games in Houston, Texas
East
South
Midwest
National Championship
West
1st Round
2nd Round
Regionals
Semi-Finals
Semi-Finals
Regionals
2nd Round
1st Round
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pr/promo
hispanic events
Our Hispanic target loves events that allow them to express and connect with their culture. State Farm will provide them with events where they can create good moments to share with family and friends.
hispanic hot spot social nights
• Provide our Hispanic audience a good moment by sponsoring a social event that features Hispanic music and activities • Branded promotional items will be distributed
fiesta broadway block sponsorship
• On April 25, 2011, we will be celebrating with our Hispanic target at the largest Cinco de Mayo festival in the world • More than 500,000 Hispanics gather in downtown Los Angeles where 24 blocks are closed off for the festivities • Sponsorship includes: branded entryways, central pavilion exhibit and pennant strands over the entire block
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budget allocation
May • Jun • Jul • “Got Your Goods” publicity stunt • Hot Spot Social Night • Hispanic Social Night
O1
Aug • Sep • Nov • Free Summer Gas Stunt • Good Neighbor Move-In • Alumni Homecoming Tailgate • Hot Spot Social Night • Hispanic Social Night
O2
Nov • Dec • Jan • Battle to the Grammys Contest • Hot Spot Social Night • Hispanic Social Night
O3
Feb • Mar • Apr • March Madness • Fiesta Broadway • Hot Spot Social Night • Hispanic Social Night
O4
pr/promo spending
Glass Box: 52% Promo Kits: 35% Events: 8% Brand Reps and PAs: 4% Multicultural Events: 0.7% Contests: 0.3%
Glass Box: Promo Kits:
Auto: Renters:
$4,161,200 $2,776,950
$1,323,700 $1,453,250
Events:
Young Adults Social Nights: Free Gas Stunt: Young Alumni Homecoming Tents: College Move-In Day:
$683,784
$22,800 $540,000 $115,800 $5,184
Fiesta Broadway: Hispanic Social Nights:
$50,000 $22,800
Contests:
NCAA March Madness: Battle to the Grammys:
$25,543
$17,076 $8,467
Total Budget:
$8,028,277
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pr/promo
Brand Reps and PAs: Multicultural Events:
$308,000 $72,800
media
strategy
Through our integrated media plan we will push the boundaries into our target’s favorite media channels. This will evoke interactions from Young Adults without being forceful or intrusive. We will utilize complimentary media in order to maximize our reach of this broad and diverse target.
media mix
• Maintain a traditional base, while utilizing non-traditional and digital media to integrate our brand into the target’s lifestyle in a non-invasive way • Employ a variety of Equity, Auto and Renters executions through both national and local channels • Present Hispanic-specific messaging through relevant media channels
spending
Network broadcast Magazines Cable Tv Online TV Direct mail Online Radio Internet Banner Ads 20.54 19.60 16.50 10.00 9.88 5.42 5.00
Billboards Radio Gas station TV Movie Theater advertising Microsite Pizza boxes Smart Phone applications 4.17 3.75 2.40 0.87 0.73 0.48 0.31
scheduling
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• Will begin May 1, 2010 and end April 30, 2011 • Equity, Auto and Renters executions will be strategically implemented during the months when reception is highest for our specific messaging • When not exposed to Auto or Renters executions, the Equity messaging will be re-introduced in order to keep State Farm on the consumer’s mind • The media pattern is based on seasonality and the timing of promotional events
reach and frequency
We have chosen a campaign reach of 70% and a frequency of 3.0, as determined by the Ostrow Model. Although State Farm is an established brand, we must prove to a broad target that State Farm is relevant and present in their favorite media. We will achieve this through our strong national presence and 20 strategic spot markets.
geography
We will target the top 20 U.S. spot markets for the 18- to 25-year-old demographic. These cities serve as epicenters of influence and will further circulate the campaign across the country. We cross-referenced top post-graduation cities, large college campuses and large hispanic populations.
west
Phoenix, Arizona Los Angeles, California San Francisco, California San Diego, California Denver, Colorado Portland, Oregon Seattle, Washington
midwest
Cincinnati, Ohio Columbus, Ohio Chicago, Illinois Indianapolis, Indiana
south
Washington, D.C. Raleigh, North Carolina Atlanta, Georgia San Antonio, Texas Austin, Texas Houston, Texas Miami, Florida
northeast 27
media
New York, New York Philadelphia, Pennsylvania
media rationale & tactics
traditional
National Television: $8,890,500
Establishes a large traditional base by connecting with our target during their favorite shows • Run :30 spots • Networks: FX, Comedy Central, MTV, VH1, CBS and Univsion • Recommendations: Family Guy, The Office, It’s Always Sunny in Philadelphia and The Daily Show with Jon Stewart, NCAA March Madness, Fuego en la Sangre
Direct Mail: $2,370,000
An efficient method for physically connecting with a mass amount of Young Adults • 8.5” x 11” Standard Letter with full color • Deliver twice a year
Rich Media Banners: $1,200,000
non-traditional
Pizza Boxes: $115,000
Radio: $900,000
Reaches Young Adults, who often listen while driving, in a medium relvant to auto insurance • Run :30 spots during 3 p.m.-7 p.m., most popular tune-in time based on MRI research
Pizza is the go-to meal when our target does not want to cook, and the boxes will have a lasting impression even when the pizza is gone • Distribute full cover branded boxes to pizzerias in our markets • 67% of college students get pizza delivered, according to a survey done by PMQ’s Pizza Magazine
Reaches our target while they are already online, increasing the likelihood that they will browse the microsite • Executions coincide with website content • Recommendations: Mapquest.com, Weather.com, Ticketmaster.com, Monster.com, Collegehumor.com, Alborde.com, Eonline.com, Cars.com, Apartments.com and Terra.com
Hulu.com: $2,400,000
Magazines: $4,704,669
This staple print medium, with staying power, enages the target multiple times per issue • 12-month subscription • One, four-color, full-page ad per issue • Recommendations: GQ, Rolling Stone, Cosmopolitan
Digital Billboards: $1,000,000
Movie Theaters: $208,000 This popular leisure activity captivates the target before the anticipated feature presentation • :15 spot shown before each feature • One theater per market based on location to downtown areas or college campuses • According to an Arbitron Cinema study, 67% go to the movies each month Smart Phone Applications: $75,000
Reaches our time-conscious Young Adults who use Hulu to catch up on missed episodes of their favorite shows • 12-month sponsorship including :15 introduction and three :30 spots • Full page takeover in May, August and November • Coincide with recommended shows on broadcast TV
Pandora.com: $1,300,000
High visibility and interchangeable format allows us to constantly connect in a new and relvant way • One digital billboard per market • Locations chosen based on concentration to downtown areas or college campuses
digital
A growing form of online entertainment that engages an additional 65,000 users each day • :30 video takeover spot at beginning of station launch with matching skin
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Our target is actively seeking applications that allow them to stay connected and interact with other Young Adults • Available for Blackberry, iPhone and Droid • According to a Razorfish study, more than 57,000 18- to 24-year-olds own a smart phone
Gas Station TV Advertising: $576,000
Our target spends five uninterupted minutes at the pump, providing us the opportunity to be the focal point of their attention • :30 spot during summer and spring months
media vehicle
cable televison
2 9 16 23 30
6 13 20 27
4 11 18 25
1 8 15 22 29
5 12 19 26
3 10 17 24 31
7 14 21 28
5 12 19 26
2 9 16 23 30
6 13 20 27
6 13 20 27
3 10 17 24
GRPs
2206
impressions
cost
$8,890,500
Recommendation: CBS, Comedy Central, FX, MTV, VH1, TBS , Univsion
radio
Recommendation: KISS FM
900,000 8,077,720
Recommendation: Cosmopolitan, GQ, Rolling Stone
$900,000 $4,704,669 $1,000,000 $2,370,000 $115,000
magazines billboards
Recommendation: One digital billboard per market
65,000,000 1,500,000
Recommendation: 1.5 million distributed semi-annually
direct mail pizza boxes
Recommendation: Distribute full-cover branded boxes to pizzerias in each market
movie theaters
Recommendation: One theater per market to show :15 spot before feature presentation
172,000,000 57,064
Recommendation: Blackberry, iPhone and Droid
$208,000 $75,000 $1,200,000 $2,400,000
smart phone applications internet banner ads hulu.com
100,393,500
Recommendation: Mapquest.com, Weather.com, Ticketmaster.com, Monster.com, Collegehumor.com, Alborde.com, Eonline.com, Cars.com, Appartments.com, Terra.com
614
Recommendations: Sponsor episodes with :30 spots, website take over for May, August, November
pandora.com
Recommendation: Video take over spot with matching skin
35,000,000 20,000,000
Recommendation: 6 pumps per market with :30 TV spots
$1,300,000 $576,000
gas station television
TOTAL
2820
507,228,284 $23,739,169
equity
frequency increased frequency
auto
frequency increased frequency
renters
frequency
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media
directors
Katie Burkhart and Lauren Miller Eric White, Megan Paynter, Abby Grimm, Danielle Morris, Candace Stine, Samantha Akins, Lauren Corna, Sarah Buelterman, Teresa DeJohn, Brooke Barron, Chad Harville and Keith Sluss
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teams
marketing
Teresa DeJohn, director Eric White, director
Samantha Akins Doug Bair Mitch Barley Brooke Barron Megan Bestvina Nina Bressau Sarah Buelterman Andrew Champa Bethany Cook Lily Fabrikant Chad Harville Sandi Hensel Hilary Johnson Mallory Kyle Emily Lasko Nikki Lawler Ashley Nicholson Megan Paynter Gretchen Raque Kristen Reid Rachel Reilly Ashley Rowland Lauren Stauffenger Tim Tighe Jordan Youtz
campaign directors
Katie Burkhart & Lauren Miller
creative
Abby Grimm, director Megan Paynter, director
Samantha Akins Mitch Barley Megan Bestvina Teresa DeJohn Robert Doll Laura Glover Chad Harville Sandi Hensel Hilary Johnson Mallory Kyle Emily Lasko Danielle Morris Ashley Nicholson Neal Patten Melissa Pennington Gretchen Raque Kristen Reid Rachel Reilly Ashley Rowland Lauren Stauffenger Jordan Youtz
media
Samantha Akins, director Keith Sluss, director
Megan Bestiva Rachel Reilly Sarah Buelterman Ashley Rowland Lauren Corna Candace Stine Chad Harville Sandi Hensel Hilary Johnson Mallory Kyle Emily Lasko Ashley Nicholson Neal Patten Megan Paynter Melissa Pennington Gretchen Raque Kristen Reid
pr/promo
Brooke Barron, director Sarah Buelterman, director Lauren Corna, director Candace Stine, director
Samantha Akins Nina Bressau Teresa DeJohn Lily Fabrikant Abby Grimm Chad Harville Mallory Kyle Emily Lasko Nikki Lawler Katie Nielsen Rachel Reilly Kari Thibodeau
production
Chad Harville, director Danielle Morris, director
Doug Bair Marcie Richardson Melissa Pennington Tyler Perrino Brittany Thomas
special thanks
Kim Amedro Kiersten Bonifant Lauren Byrna Brooke Carpenter Stephanie Cesear Curt Chapkowski Lauren Devlin Ben Gajus Tara Golenberke Michael Guerrieri Colin Hall Jesse Harster Harrison Hess Megan Hillman Chloe Hoeg Bethany Hubbard Caroline Johnson Jim Kahler Katie Mefferd David Miller Doug Pettit Erin Raby Kyle Ranally Cameron Scheetz Brittany Silverman Catherine Sustersic Liz Westendorf Rob Williams
31
closing
bibliography
media
• MRI+ mriplus.com/site/indexaspx?AspxAuto DetectCookieSupport=1 • Online Advertising Quantcast.com • National Broadcast Television and Cable Television Costs Mediaweek: Marketer’s Guide to Media (2008 Edition) • Cosmopolitan Magazine cosmomediakit.com/r5/home.asp • GQ Magazine condenastmediakit.com/gq • Rolling Stone srds.com/mediakits/rollingstone/ demographics.html • Hulu hulu.com/about/advertising?from=footer • Pandora pandora.com/static/ads/media-kit/ advertising.html • Amadeus Consulting amadeusconsulting.com • Mutual Mobile, Inc. mutualmobile.com • Zairmail (Direct Mail) zairmail.com/cendi/costcalc.asp • PMQ’s Pizza Magazine pmq.com/mag/2004may_june/university.php • PumpTop TV AdtekMedia, Inc. • Movie Theaters mpaa.org/MovieAttendanceStudy.pdf • EMC outdoor media emcoutdoor.com/pizza_box_ads.htm • Lamar Outdoor Advertising lamar.com/main/default.cfm • DL Dickinson Media Strategy & Planning Workbook
pr/promo
• CheapOair cheapoair.com • Hotel Zaza Houston hotelzazahouston.com • Fiesta Broadway fiestabroadway.la/index.php • Encore Nationwide encorenationwide.com • E-Plastics eplastics.com • Acrylic Tank Manufacturing acrylicaquariums.com/index.shtml • Jones T-Shirts jonestshirts.com/cart • Displays2Go displays2go.com/productsw.asp?ID=12518 • Entrepreneur entrepreneur.com/marketing/marketing ideas/article159484-2.html
marketing
32
• National Adolescent Health Information Center nahic.ucsf.edu/downloads/Demographics08.pdf • Lifestyles of Young Adults-U.S. Report marketresearch.com/map/prod/847888.html • Young at Heart planetizen.com/node/18472 • College Students Love Their Brands marketingcharts.com/television/collegestudents-love-their-brands-2080 • MRI Data ureporter.mriplusonline.com.proxy.library. ohiou.edu/selectdemo.asp • 2009 Facebook Demographics and Statistics Report: 276% Growth in 35- to 54-Year-Old Users istrategylabs.com/2009/01/2009-facebookdemographics-and-statistics-report-276 -growth-in-35-54-year-old-users • Youth Demographic civicyouth.org/PopUps/Fact Sheets/FS_Youth_ Demographics.pdf • College Media Kit gpamedia.com/advertisers/national/downloads/ GPA_2009Fall_MediaKit • Y Reports- Consumer Profile: Hispanics warc.com/Tracking/ArticleLink. asp?ID=90698&ID90698&m=Admap_Feb10
production
• Body font fontsquirrel.com/fonts/Gentium-Basic • Heading font fontsquirrel.com/fonts/Colaborate
colophon
This campaign book was created using Adobe InDesign CS4, Illustrator CS4 and Photoshop CS4. All operations were performed on a Macintosh computer. The typefaces used are Colaborate and Gentium Book Basic. The printing was done by Ohio University Printing and Graphics Services during winter quarter of 2010.
01
contents
executive summary
campaign objectives
• Achieve growth through new Young Adult Auto and Renters policies • Retain Legacy Young Adult Auto policies • Retain current Independent Young Adult Auto and Renters customers
positioning & creative
Positioning: State Farm is the brand that helps you handle your insurance-based incidents quickly and easily so you can focus on more important things. Creative Concept: State Farm is there to protect your future so you can enjoy what is happening in the present. Key Fact: While Young Adults believe that insurance serves as a safety net, they have no affinity for insurance because they do not actively consider the need for it.
target market
• 18- to 25-year-old Young Adults • Independents, Hispanics, Semi-Dependents, Dependents and Legacies • Primary target: Independents
media
• Integrate State Farm into our target’s lifestyle by utilizing a mix of traditional, non-traditional and digital media • In addition to our national presence, we will increase reach and frequency through 20 spot markets • Strategically implement a mix of Equity, Auto, Renters and Hispanic- specific messaging
campaign budget $40 million
Media: PR/PROMO: Creative/Production: Evaluation: Contingencies:
60% 20% 13% 05% 02%
promotions
• Align State Farm with relevant organizations with which our target is emotionally connected • Execute events and contests that allow interaction with the brand and facilitate conversation among Young Adults
02
marketing
company perceptions
A close examination of State Farm’s current position as a company and its current relationship with our 18- to 25-year-old target gave us the foundation for our integrated marketing plan.
the company
• #1 Property and Casualty Insurance provider in the U.S., insuring more cars and homes than any other company • #1 provider of Young Adult Auto and Renters policies • More than 17,000 highly credentialed agents provide clients a personal and educational experience Built upon a foundation of shared values: • Quality service • Relationships • Mutual trust • Integrity • Financial strength
the consumer
Perceptions: • Insurance is an irrelevant topic to our target because of their “it can’t happen to me” attitudes • State Farm is seen as a conservative company that does not relate to the Young Adult lifestyle Initiatives: • The “Now What?” campaign has taken the initial step toward making inroads with our target • The campaign increased Young Adult’s awareness of insurance by having the consumer think about the aftermath of an accident
03
marketing
where we come in
An in-depth analysis of State Farm and Young Adults allowed us to: • Reveal the strengths, weaknesses, opportunities and threats that are specific to State Farm • Gauge their current perceptions of State Farm and our direct competitors • Determine their relationships and experiences with the insurance category • Discover insights into their lifestyles and passions
04
s w o t
strengths
Most popular choice of insurance agency Loyal following and credible reputation Large base of knowledgeable agents Superior customer service
weaknesses
Inefficient use of digital space Agent-based approach is inconvenient and time-consuming Payment process is difficult with multiple policies
he State Farm brand & T the Young Adult target
opportunities
Differentiate from price-based competitors Change the target’s perception of State Farm Become a trustworthy point of reference Create a more ethnically and racially diverse campaign
threats
Young Adults see State Farm as too conservative Competitors are more established with our target Independents are price conscious Target prefers a simplistic insurance process
brand perceptions
We asked our target to create descriptive collages to illustrate their thoughts about State Farm and our primary competitors—Progressive and Geico.
Progressive
modern annoying aggressive lame fast cheap
State Farm
expensive old school caring personalized serious and secure dependable and trustworthy
Geico
marketing
annoying lame cute and funny quick and easy cheap gecko and caveman
05
primary research
focus groups
To learn how insurance plays a role in our target’s lifestyles, we brought Young Adults together and got them talking about their experiences.
mock accident scenarios
To discover how our target interacts with insurance at their point of need, we presented them with mock scenarios and had them describe their feelings about car accidents and theft.
purchasing insights
• Willing to pay more for quality coverage • Desire a personal relationship with insurance provider • Prefer ease and simplicity when researching and purchasing
point-of-need insights
• First called a parent for guidance, then their insurance company • Likely to forget the proper procedure after an accident • Assess safety first, then experience different emotions
nds 1 ask parents and friernet te 2 research on theininperson 3 visit company
“When it comes to insurance, I want something that’s going to cover me, not something cute and funny.” Male, 23
information gathering process
typical emotions
shock, confusion, nerves, embarrassment & anger
“An accident causes both physical and emotional damage.” Female, 20
06
primary research
surveys
To better understand the types of insurance our target has and how they handle their policies, we had Young Adults complete both open- and closed-ended questionnaires.
interviews
To acquire an insider’s perspective of our target’s lifestyles and interests, we conducted one-on-one interviews in a more personal environment.
valued policy factors
We asked which insurance policy factors were most important:
valued personal items
85 76 51
% %
coverage rates
We asked which personal items were most important:
%
lifestyle insights
• Have an emotional connection to their items but underestimate their value • Consider themselves trendsetters • Have an “it can’t happen to me” attitude • Do not actively worry about insurance • Desire a genuine, relatable and relevant company “I don’t have anything valuable enough to be worth getting insurance for.” Female, 22
customer service
insurance and provider insights
• 94% had the same provider as their parents • 88% did not know their insurance provider • 19% paid for their own insurance • 69% knew about Renters insurance • 10% had Renters insurance
Male, 18
07
marketing
“My parents are thorough when looking things up, so I trust their decisions.”
target segments
Since our 18- to 25-year-old target is such a diverse group, we have segmented them into four audience profiles: Independents, Semi-Dependents, Dependents and Legacies. Our audience profiles were based upon the unique characteristics that come with each segment’s current stage of life. Despite these small differences in life stages, we are still able to connect with all Young Adults through their shared interests and lifestyles. Our core message is universal and can be executionally tailored to any Young Adult.
independents
Primary Target: • More likely to be researching and purchasing insurance • Self-sufficient and manage own insurance policies Audience Profile: • Young working professionals • Recent or soon-to-be college graduates • Includes most Multi-Cultural Young Adults Influence by: • Featuring Equity, Auto and Renters messaging • Presenting Auto and Renters messaging at most appropriate times • Targeting top cities for young professionals
hispanics
Targeting Hispanics because: • More likely to fall within the Independent audience profile • Fastest growing ethnic group in the U.S. • Significantly more brand loyal • More unique connection with heritage than other Multi-Cultural Young Adults Influence by: • Exposing them to Equity, Auto and Renters messaging that features culture-specific good moments • Engaging them with Spanish-language messages and culturally relevant media and events
semi-dependents, dependents, legacies:
Secondary Targets because: • Least likely to be thinking about insurance • Transitioning into Independents Influence by: • Introducing Equity messaging to prove that State Farm is the most valuable and relevant insurance company • Presenting Renters messaging, beause it is most relevant to their current stages of life
“I’m very family oriented and I tend to be more conservative when it comes to my decisions and ideals.” Hispanic Independent, 21
08
campaign foundation
communication purpose
In order to attract and retain our 18- to 25-year-old Young Adults, we must show that State Farm is a relevant brand that aligns with and supports their lifestyles.
communication challenge
While Independents believe that insurance serves as a safety net, they have no affinity for insurance because they do not actively consider the need for it.
key insight
Our spontaneous target lives in the moment and hates any interruption that interferes with their current activities.
communication strategy
Prove to Independents that State Farm is the company that allows them to enjoy what is happening in the present.
09
marketing
Regardless of the day’s events, State Farm makes every day a good day.
BIG
the idea
creative
rationale the big picture
When you have State Farm, you can enjoy your little moments a little bit more.
logo inspiration
The “keep the good alive” logo was developed to reflect State Farm’s existing logo. The “oo” also resembles the infinity sign, further emphasizing the concept of keeping the good alive. Our tagline and State Farm’s current logo will be present on all executions.
tone
keep
• The campaign has a positive and conversational tone in order to facilitate communication about how State Farm makes each day better • The digital and user-generated content elements of our campaign support peer-to-peer conversation about State Farm
messaging
The tagline, keep the good alive, and URL, keepthegoodalive.com, become one memorable entity.
alive .
10
com
the
microsite
keepthegoodalive.com will act as a social hub where users can interact with the brand and other Young Adults. This site will be branded with our message and will provide links to our promotional pages and the corporate website.
home got your goods? contests
keep the g
brought to you by State Farm
d alive
smartphone apps
Use the new State Farm App to post your good moments via uploading a photo, video, or a description about your good moment. This will also feature a link to State Farm’s current App, the Pocket Agent.
198,602 moments strong most popular most recent
398 times
.com
links
download the app
Meet the residents of Covered Living Apartments
Just got a package at work with about 5 yards of bubble wrap. Cancel my appointments, I know what I’m doing for the rest of the afternoon. Random friend request, from the hottest guy I’ve ever seen, asking if I’m “Katie’s” friend... Case of mistaken identity? Who cares... accepted. Was already making up excuse for my psych prof when the street lights gave me the go and the holy grail of parking spots opened up.
322 times
nate
robyn
eric
276 times
Links at the bottom of the microsite take users beyond the homepage. They can click the “get a quote” button, which will transfer them to the State Farm website. A tab labeled “contests” at the top of the page takes users to our contests and promotions page where they can participate in our events.
join us, share your moment...
upload a pic
find an agent get a quote
webisodes
Users interact with the site through “good moment” uploads in the form of videos, photos and texts. This facilitates interaction by allowing users to “like” or “ditto” other posts.
11
creative
relevant content
The webisodes will follow the lives of Robyn, Nate and Eric—characters within the target and residents of “Covered Living Apartments.” They show their excitement of having a good moment by instantly sharing it via a mobile upload.
webisodes
nate
Users can follow Nate, Eric and Robyn as they upload their good moments via their webcams and smartphones. Viewers can develop a connection with each character as their personalities evolve.
Nate is a 23-year-old, trendy hipster who bikes to work every day. Nate loves his new job but enjoys the little pranks he pulls on his unsuspecting officemate even more.
1
2
3
4
12
While biking to work one morning, Nate realizes that a $20 bill is stuck in the wheel of his bike. He starts taking a video to share his awesome moment, and as he reaches to grab the bill, he tumbles off his bike. But, victory! He grabs the bill and shows the world his prize.
webisodes
eric
Eric is a 21-year-old sports medicine major. He is a total “guy next door.” Always a gentleman, he is looking for a nice girl to share his good moments with.
Eric is out for a jog when he bumps into a friend who gives him two tickets to this weekend’s big game. He is stoked about the tickets and starts to capture the awesome moment. A girl, whom he’s had his eye on for a while, comes around the corner. He overcomes his nerves and invites her to the game. She accepts, making his good moment even better.
robyn
Robyn is a 22-year-old freelance photographer. She loves her new puppy, Max, although he’s not quite housebroken yet. She enjoys blogging about her achievements, as well as Max’s progress.
All the elements came together for a perfect photo for Robyn. She’s so excited that she grabs her computer to record a post when Max jumps in her lap. This reminds her that he finally peed outside and she shares how proud she is of him.
13
creative
tv & radio
tv equity
Each commercial will show Young Adults, including our webisode characters, experiencing good moments in their every day lives. This will spark interest and encourage viewers to share their good moments on our microsite.
digital billboards
They will change twice daily to keep the attention of drivers.
Don’t worry about the traffic
tv auto
(your boss is probably in it too.)
In the morning there will be a funny or encouraging phrase to inspire drivers to look forward to their day. A young woman is leaving work for the evening. She is on the phone with her friend, planning where they are going for magaritas tonight. She briefly mentions a minor car accident but, seemingly unphased, says nothing could ruin their weekly girls’ night. This communicates our message that with State Farm you can still enjoy your day or night.
Enjoy your night.
In the evening, the boards will focus on the transition from day to night. They will remind drivers that another long day of work is over and the night is theirs.
No more schedules, timed breaks, or staring out the window.
radio
Little good moments will be delivered to drivers in the form of quick, fun facts and daily jokes to make their drive just a little bit better.
14
magazines
the green light ad
Highlighting the rush and good feeling one experiences when everything goes right, this ad allows readers to associate their auto insurance with good driving moments.
good ad
By taking user-submitted photos directly from the microsite and featuring them in the equity print ad, we will develop a closer connection with our target by giving them a good moment.
Forget cityscapes and mountainsides, I’ll take this view any day.
share your good moment with us and it may be printed in a magazine!
15
creative
rich media banner
The pick-your-path style banner allows users to interact with the ad without pulling them away from what they are doing. The user is presented a series of everyday scenarios and two options for each. They will be taken through a string of good, unexpected moments and will end on the microsite where they can view other people’s good moments and add their own. This connects the target to the brand in a fun, non-intrusive way.
1
find out!
2
ing 10 minutes ke up this morn You wa ff. rm is set to go o before your ala
3
Do you:
make yourself breakfast enjoy more shut-eye
stomach starts -rested, but your k completely well n you realize that You go to wor quick snack whe . You go to grab a to rumble e! cents in the machin buy a someone left 75 candy bar
Do you:
buy a bag of chips
4
rst of energy you ve you the extra bu . The sugar ga done an hour early to get your work walk needed
5
Do you:
through the park watch your favorite show
scored some orious slumber, rk n minutes of gl an extra te ll through the pa Today you got l-deserved stro and took a wel s, friend! sugary-goodnes mp into an old happened to bu where you just
share!
16
local executions
hot spot social night
The promotional items will take on a voice of their own by telling our target how they contribute to a good night. These materials, which are often taken home, allow Young Adults to interact with the brand by initiating insurance related conversation. Along with our message, each item will be branded with both the “keep the good alive” and State Farm logos.
pizza box
Everybody loves pizza because it eliminates the hassle of cooking and cleaning. Our branded pizza boxes will deliver to our target the gift of a good moment.
home
here to hold your favorite drink
(or whichever one is cheapest)
here to hold your favorite
Here to so you take care o fd can m an the inner, remote . drink
he
re to
r give you
en
d ri nk a
n our oy y j
ight
enjoy your night
p kee
the
enjoy your nigh
#17
t
17
creative
. live a
com
...your arms are track of your goods needed on the da nce floor
here to keep
online entertainment
hulu
Branded entertainment will come to life in a space that the target already enjoys. For the first time, viewers will see Nate, Eric and Robyn enjoying their good moments as they happen. One storyline will continue through the entire show, intriguing the viewers and holding their interest throughout. In the final clip, we see the character once again recording his good moment. Viewers are then directed to keepthegoodalive.com.
pandora
When users tune in to their favorite Pandora station, they will first see our :30 video spot featuring a variation of our national TV equity and auto executions. Additionally, there will be a State Farm skin with our tagline and logo, encouraging them to visit the microsite while stil enjoying their favorite artists.
18
hispanic executions
rich media banners
We will speak to Hispanics in Spanish and on their favorite websites in order to prove that State Farm respects and appreciates their culture. These banners will have the same format as our English-language versions, but will communicate good moments that are specific to Hispanic-Americans. One example reads, “Making your day even better, you found your favorite soccer team on television!”
r, encontraste su dia incluso mejo ¡Haciendo su televisión! to de fútbol en la equipo favori
¡visita!
hispanic tv spot
We will highlight an unexpected good moment when a girl finds out that a local club is hosting a Latin dance night, something very exciting to the Hispanic community. After getting ready, she finds out that it’s also ladies’ night and she gets in for free—another great moment! A voice-over reads the tagline in Spanish and prompts viewers to visit the microsite.
1
2
3
4
19
creative
pr/promo
Our relationship with our target will be strengthened through relevant events and contests that allow them to interact with the brand. These promotions will give Young Adults good moments that they will share through word-of-mouth and social media.
brand representatives (BRs)
Brand Representatives will: • Further establish the brand in our 20 spot markets • Act as a liason between local agents and our campaign • Implement local events • Distribute promotional items • Update social media • Provide market-specific information
hot spot social nights
• Sponsored events will connect the target to the brand in a place where they already enjoy good moments • Promotional items include coasters, cups and coat-check cards
promotional assistants (PAs)
Promotional Assistants will: • Collaborate with BRs for large events • Be hired through a promotional marketing agency
20
got your goods
On May 9, 2010, our target’s most valued possessions will be enclosed in clear, protective boxes for a nationwide viral publicity stunt to kick off the campaign. This will reinforce the idea that when your valuables are safe with State Farm, you can enjoy all of your moments a little more.
contents
Cars, bikes, purses, wallets, cell phones, iPods, laptops and typical male- and female-themed rooms
week one
The protective boxes will be unbranded to spark curiosity and create buzz and publicity. There will be a surveillance camera hidden inside each box to capture the public’s reaction and stream it live on keepthegoodalive.com.
week two
pr/promo
The boxes will be branded and will display a code that can be entered at keepthegoodalive.com for a chance to win the contents of the box.
21
promotions
free summer gas stunt
On Friday, August 20, 800 people in each market will receive $30 of free gas from an Exxon Mobile, courtesy of State Farm. • Free food • Music sponsored by KISS FM, a Clear Channel Top 40 station • Auto kits distributed
good neighbor move-in
• Assist students moving into dorms, apartments and houses within our markets • Renters kits will be distributed
renters kits
auto kits
Include: Auto and Renters insurance information, an air freshener, travel tissues, a window decal, a disposable camera, a mini flashlight and a keychain, all distributed in a car trash bag.
Include: Auto and Renters insurance information, a refrigerator magnet, a cup, a camera, a koozie, a flameless candle and key covers, all distributed in a drawstring bag. (One half distributed at good neighbor move-in and the other half to apartment complexes in each market.)
alumni homecoming celebrations
• Welcome recent graduates to their alma mater’s homecoming football game at universities in our markets • Provide free food, drinks and branded stadium seats
22
national contests
battle to the grammys
• Contest in which our target will write and perform a song about their good moments and upload the video to keepthegoodalive.com • Contestants will be encouraged to share their video on their social media sites to increase votes • Voting will take place from January 1-15, 2011 • The winner will be awarded an all-expenses paid trip to the Grammys and a spot in a State Farm TV commercial
march madness sweepstakes
• NCAA March Madness bracket will be filled out at keepthegoodalive.com • Ten participants will be randomly selected to win an all-expenses paid trip for two to the Final Four games in Houston, Texas
East
South
Midwest
National Championship
West
1st Round
2nd Round
Regionals
Semi-Finals
Semi-Finals
Regionals
2nd Round
1st Round
23
pr/promo
hispanic events
Our Hispanic target loves events that allow them to express and connect with their culture. State Farm will provide them with events where they can create good moments to share with family and friends.
hispanic hot spot social nights
• Provide our Hispanic audience a good moment by sponsoring a social event that features Hispanic music and activities • Branded promotional items will be distributed
fiesta broadway block sponsorship
• On April 25, 2011, we will be celebrating with our Hispanic target at the largest Cinco de Mayo festival in the world • More than 500,000 Hispanics gather in downtown Los Angeles where 24 blocks are closed off for the festivities • Sponsorship includes: branded entryways, central pavilion exhibit and pennant strands over the entire block
24
budget allocation
May • Jun • Jul • “Got Your Goods” publicity stunt • Hot Spot Social Night • Hispanic Social Night
O1
Aug • Sep • Nov • Free Summer Gas Stunt • Good Neighbor Move-In • Alumni Homecoming Tailgate • Hot Spot Social Night • Hispanic Social Night
O2
Nov • Dec • Jan • Battle to the Grammys Contest • Hot Spot Social Night • Hispanic Social Night
O3
Feb • Mar • Apr • March Madness • Fiesta Broadway • Hot Spot Social Night • Hispanic Social Night
O4
pr/promo spending
Glass Box: 52% Promo Kits: 35% Events: 8% Brand Reps and PAs: 4% Multicultural Events: 0.7% Contests: 0.3%
Glass Box: Promo Kits:
Auto: Renters:
$4,161,200 $2,776,950
$1,323,700 $1,453,250
Events:
Young Adults Social Nights: Free Gas Stunt: Young Alumni Homecoming Tents: College Move-In Day:
$683,784
$22,800 $540,000 $115,800 $5,184
Fiesta Broadway: Hispanic Social Nights:
$50,000 $22,800
Contests:
NCAA March Madness: Battle to the Grammys:
$25,543
$17,076 $8,467
Total Budget:
$8,028,277
25
pr/promo
Brand Reps and PAs: Multicultural Events:
$308,000 $72,800
media
strategy
Through our integrated media plan we will push the boundaries into our target’s favorite media channels. This will evoke interactions from Young Adults without being forceful or intrusive. We will utilize complimentary media in order to maximize our reach of this broad and diverse target.
media mix
• Maintain a traditional base, while utilizing non-traditional and digital media to integrate our brand into the target’s lifestyle in a non-invasive way • Employ a variety of Equity, Auto and Renters executions through both national and local channels • Present Hispanic-specific messaging through relevant media channels
spending
Network broadcast Magazines Cable Tv Online TV Direct mail Online Radio Internet Banner Ads 20.54 19.60 16.50 10.00 9.88 5.42 5.00
Billboards Radio Gas station TV Movie Theater advertising Microsite Pizza boxes Smart Phone applications 4.17 3.75 2.40 0.87 0.73 0.48 0.31
scheduling
26
• Will begin May 1, 2010 and end April 30, 2011 • Equity, Auto and Renters executions will be strategically implemented during the months when reception is highest for our specific messaging • When not exposed to Auto or Renters executions, the Equity messaging will be re-introduced in order to keep State Farm on the consumer’s mind • The media pattern is based on seasonality and the timing of promotional events
reach and frequency
We have chosen a campaign reach of 70% and a frequency of 3.0, as determined by the Ostrow Model. Although State Farm is an established brand, we must prove to a broad target that State Farm is relevant and present in their favorite media. We will achieve this through our strong national presence and 20 strategic spot markets.
geography
We will target the top 20 U.S. spot markets for the 18- to 25-year-old demographic. These cities serve as epicenters of influence and will further circulate the campaign across the country. We cross-referenced top post-graduation cities, large college campuses and large hispanic populations.
west
Phoenix, Arizona Los Angeles, California San Francisco, California San Diego, California Denver, Colorado Portland, Oregon Seattle, Washington
midwest
Cincinnati, Ohio Columbus, Ohio Chicago, Illinois Indianapolis, Indiana
south
Washington, D.C. Raleigh, North Carolina Atlanta, Georgia San Antonio, Texas Austin, Texas Houston, Texas Miami, Florida
northeast 27
media
New York, New York Philadelphia, Pennsylvania
media rationale & tactics
traditional
National Television: $8,890,500
Establishes a large traditional base by connecting with our target during their favorite shows • Run :30 spots • Networks: FX, Comedy Central, MTV, VH1, CBS and Univsion • Recommendations: Family Guy, The Office, It’s Always Sunny in Philadelphia and The Daily Show with Jon Stewart, NCAA March Madness, Fuego en la Sangre
Direct Mail: $2,370,000
An efficient method for physically connecting with a mass amount of Young Adults • 8.5” x 11” Standard Letter with full color • Deliver twice a year
Rich Media Banners: $1,200,000
non-traditional
Pizza Boxes: $115,000
Radio: $900,000
Reaches Young Adults, who often listen while driving, in a medium relvant to auto insurance • Run :30 spots during 3 p.m.-7 p.m., most popular tune-in time based on MRI research
Pizza is the go-to meal when our target does not want to cook, and the boxes will have a lasting impression even when the pizza is gone • Distribute full cover branded boxes to pizzerias in our markets • 67% of college students get pizza delivered, according to a survey done by PMQ’s Pizza Magazine
Reaches our target while they are already online, increasing the likelihood that they will browse the microsite • Executions coincide with website content • Recommendations: Mapquest.com, Weather.com, Ticketmaster.com, Monster.com, Collegehumor.com, Alborde.com, Eonline.com, Cars.com, Apartments.com and Terra.com
Hulu.com: $2,400,000
Magazines: $4,704,669
This staple print medium, with staying power, enages the target multiple times per issue • 12-month subscription • One, four-color, full-page ad per issue • Recommendations: GQ, Rolling Stone, Cosmopolitan
Digital Billboards: $1,000,000
Movie Theaters: $208,000 This popular leisure activity captivates the target before the anticipated feature presentation • :15 spot shown before each feature • One theater per market based on location to downtown areas or college campuses • According to an Arbitron Cinema study, 67% go to the movies each month Smart Phone Applications: $75,000
Reaches our time-conscious Young Adults who use Hulu to catch up on missed episodes of their favorite shows • 12-month sponsorship including :15 introduction and three :30 spots • Full page takeover in May, August and November • Coincide with recommended shows on broadcast TV
Pandora.com: $1,300,000
High visibility and interchangeable format allows us to constantly connect in a new and relvant way • One digital billboard per market • Locations chosen based on concentration to downtown areas or college campuses
digital
A growing form of online entertainment that engages an additional 65,000 users each day • :30 video takeover spot at beginning of station launch with matching skin
28
Our target is actively seeking applications that allow them to stay connected and interact with other Young Adults • Available for Blackberry, iPhone and Droid • According to a Razorfish study, more than 57,000 18- to 24-year-olds own a smart phone
Gas Station TV Advertising: $576,000
Our target spends five uninterupted minutes at the pump, providing us the opportunity to be the focal point of their attention • :30 spot during summer and spring months
media vehicle
cable televison
2 9 16 23 30
6 13 20 27
4 11 18 25
1 8 15 22 29
5 12 19 26
3 10 17 24 31
7 14 21 28
5 12 19 26
2 9 16 23 30
6 13 20 27
6 13 20 27
3 10 17 24
GRPs
2206
impressions
cost
$8,890,500
Recommendation: CBS, Comedy Central, FX, MTV, VH1, TBS , Univsion
radio
Recommendation: KISS FM
900,000 8,077,720
Recommendation: Cosmopolitan, GQ, Rolling Stone
$900,000 $4,704,669 $1,000,000 $2,370,000 $115,000
magazines billboards
Recommendation: One digital billboard per market
65,000,000 1,500,000
Recommendation: 1.5 million distributed semi-annually
direct mail pizza boxes
Recommendation: Distribute full-cover branded boxes to pizzerias in each market
movie theaters
Recommendation: One theater per market to show :15 spot before feature presentation
172,000,000 57,064
Recommendation: Blackberry, iPhone and Droid
$208,000 $75,000 $1,200,000 $2,400,000
smart phone applications internet banner ads hulu.com
100,393,500
Recommendation: Mapquest.com, Weather.com, Ticketmaster.com, Monster.com, Collegehumor.com, Alborde.com, Eonline.com, Cars.com, Appartments.com, Terra.com
614
Recommendations: Sponsor episodes with :30 spots, website take over for May, August, November
pandora.com
Recommendation: Video take over spot with matching skin
35,000,000 20,000,000
Recommendation: 6 pumps per market with :30 TV spots
$1,300,000 $576,000
gas station television
TOTAL
2820
507,228,284 $23,739,169
equity
frequency increased frequency
auto
frequency increased frequency
renters
frequency
29
media
directors
Katie Burkhart and Lauren Miller Eric White, Megan Paynter, Abby Grimm, Danielle Morris, Candace Stine, Samantha Akins, Lauren Corna, Sarah Buelterman, Teresa DeJohn, Brooke Barron, Chad Harville and Keith Sluss
30
teams
marketing
Teresa DeJohn, director Eric White, director
Samantha Akins Doug Bair Mitch Barley Brooke Barron Megan Bestvina Nina Bressau Sarah Buelterman Andrew Champa Bethany Cook Lily Fabrikant Chad Harville Sandi Hensel Hilary Johnson Mallory Kyle Emily Lasko Nikki Lawler Ashley Nicholson Megan Paynter Gretchen Raque Kristen Reid Rachel Reilly Ashley Rowland Lauren Stauffenger Tim Tighe Jordan Youtz
campaign directors
Katie Burkhart & Lauren Miller
creative
Abby Grimm, director Megan Paynter, director
Samantha Akins Mitch Barley Megan Bestvina Teresa DeJohn Robert Doll Laura Glover Chad Harville Sandi Hensel Hilary Johnson Mallory Kyle Emily Lasko Danielle Morris Ashley Nicholson Neal Patten Melissa Pennington Gretchen Raque Kristen Reid Rachel Reilly Ashley Rowland Lauren Stauffenger Jordan Youtz
media
Samantha Akins, director Keith Sluss, director
Megan Bestiva Rachel Reilly Sarah Buelterman Ashley Rowland Lauren Corna Candace Stine Chad Harville Sandi Hensel Hilary Johnson Mallory Kyle Emily Lasko Ashley Nicholson Neal Patten Megan Paynter Melissa Pennington Gretchen Raque Kristen Reid
pr/promo
Brooke Barron, director Sarah Buelterman, director Lauren Corna, director Candace Stine, director
Samantha Akins Nina Bressau Teresa DeJohn Lily Fabrikant Abby Grimm Chad Harville Mallory Kyle Emily Lasko Nikki Lawler Katie Nielsen Rachel Reilly Kari Thibodeau
production
Chad Harville, director Danielle Morris, director
Doug Bair Marcie Richardson Melissa Pennington Tyler Perrino Brittany Thomas
special thanks
Kim Amedro Kiersten Bonifant Lauren Byrna Brooke Carpenter Stephanie Cesear Curt Chapkowski Lauren Devlin Ben Gajus Tara Golenberke Michael Guerrieri Colin Hall Jesse Harster Harrison Hess Megan Hillman Chloe Hoeg Bethany Hubbard Caroline Johnson Jim Kahler Katie Mefferd David Miller Doug Pettit Erin Raby Kyle Ranally Cameron Scheetz Brittany Silverman Catherine Sustersic Liz Westendorf Rob Williams
31
closing
bibliography
media
• MRI+ mriplus.com/site/indexaspx?AspxAuto DetectCookieSupport=1 • Online Advertising Quantcast.com • National Broadcast Television and Cable Television Costs Mediaweek: Marketer’s Guide to Media (2008 Edition) • Cosmopolitan Magazine cosmomediakit.com/r5/home.asp • GQ Magazine condenastmediakit.com/gq • Rolling Stone srds.com/mediakits/rollingstone/ demographics.html • Hulu hulu.com/about/advertising?from=footer • Pandora pandora.com/static/ads/media-kit/ advertising.html • Amadeus Consulting amadeusconsulting.com • Mutual Mobile, Inc. mutualmobile.com • Zairmail (Direct Mail) zairmail.com/cendi/costcalc.asp • PMQ’s Pizza Magazine pmq.com/mag/2004may_june/university.php • PumpTop TV AdtekMedia, Inc. • Movie Theaters mpaa.org/MovieAttendanceStudy.pdf • EMC outdoor media emcoutdoor.com/pizza_box_ads.htm • Lamar Outdoor Advertising lamar.com/main/default.cfm • DL Dickinson Media Strategy & Planning Workbook
pr/promo
• CheapOair cheapoair.com • Hotel Zaza Houston hotelzazahouston.com • Fiesta Broadway fiestabroadway.la/index.php • Encore Nationwide encorenationwide.com • E-Plastics eplastics.com • Acrylic Tank Manufacturing acrylicaquariums.com/index.shtml • Jones T-Shirts jonestshirts.com/cart • Displays2Go displays2go.com/productsw.asp?ID=12518 • Entrepreneur entrepreneur.com/marketing/marketing ideas/article159484-2.html
marketing
32
• National Adolescent Health Information Center nahic.ucsf.edu/downloads/Demographics08.pdf • Lifestyles of Young Adults-U.S. Report marketresearch.com/map/prod/847888.html • Young at Heart planetizen.com/node/18472 • College Students Love Their Brands marketingcharts.com/television/collegestudents-love-their-brands-2080 • MRI Data ureporter.mriplusonline.com.proxy.library. ohiou.edu/selectdemo.asp • 2009 Facebook Demographics and Statistics Report: 276% Growth in 35- to 54-Year-Old Users istrategylabs.com/2009/01/2009-facebookdemographics-and-statistics-report-276 -growth-in-35-54-year-old-users • Youth Demographic civicyouth.org/PopUps/Fact Sheets/FS_Youth_ Demographics.pdf • College Media Kit gpamedia.com/advertisers/national/downloads/ GPA_2009Fall_MediaKit • Y Reports- Consumer Profile: Hispanics warc.com/Tracking/ArticleLink. asp?ID=90698&ID90698&m=Admap_Feb10
production
• Body font fontsquirrel.com/fonts/Gentium-Basic • Heading font fontsquirrel.com/fonts/Colaborate
colophon
This campaign book was created using Adobe InDesign CS4, Illustrator CS4 and Photoshop CS4. All operations were performed on a Macintosh computer. The typefaces used are Colaborate and Gentium Book Basic. The printing was done by Ohio University Printing and Graphics Services during winter quarter of 2010.
