table of contents1    Executive Summary2    SWOT Analysis     Marketing3    Competition5    Research Methods6    Target Ma...
eXecUtIVe sUMMaRY:    State Farm is the number one company for auto and renters insurance in the United States. Studio320’...
sWot analYsIsIn order to conduct an in-depth companyanalysis, Studio320 has analyzed the       Strengthsstrengths, weaknes...
coMPetItIon                                                                             Market Share in 2005:             ...
Advertising spending in 2008:                                                          Effective Strategies The Competitio...
ReseaRcH MetHoDs    Young Adults represent the future of the automotive insurance industry. In    response, Studio320 cond...
taRGet MaRKet oVeRVIeWThe target market, comprised of 18-25 year olds, represents a generation often referred to as Genera...
PRIMaRY taRGet MaRKet                                                 seconDaRY taRGet MaRKet        Independent Young Adu...
MaRKetInG RecaPRepeating themes throughout our research of Young Adults include:A touch screen world  •   65% own a cellul...
caMPaIGn stRateGY    Studio320 realizes that in order to make Young Adults    seriously consider auto insurance, State Far...
coMMeRcIalThe following commercial humorously                Scene I:utilizes the chain effect by using facts leadingup to...
PRInt aDVeRtIseMents     Various print advertisements will be placed in a variety of     media outlets to highlight the ma...
COOL! ! Snap the picture &the smart phone takes youstraigh t to the web site.                             12
PRInt enVIRonMent aDVeRtIseMents     Along with placement in publications, twenty print advertisements will be     placed ...
onlIne tactIcsSimple, one-fact print advertisements will appear on online media such as Facebook.         Sharing of print...
KnoW It all Web PaGe                                    K n o w It                                                        ...
WHY PHase I WIll WoRK:Phase I of the campaign will be successful among the Young Adult market because it speaks their lang...
Be the Next     After Phase I cleverly educates the Young Adult market on the auto insurance industry         a new State ...
be tHe neXt KnoW It all PRoMotIonRather than hosting a video contest only online that people have to find on their own,   ...
coMMeRcIal     The following commercial is an execution of a commercial that will be used     to create awareness for the ...
PRInt aDVeRtIseMents anD bIllboaRDsVarious print advertisements will be placed innumerous media outlets to promote the “Be...
onlIne tactIcs     The same online tactics that were used in Phase I to share facts will be used in     Phase II to promot...
Stake signs will be placed in locations near the bus and video booth to direct peopletowards the State Farm event. These s...
Be The Next     coMMeRcIal PReMIeRe PRoMotIon     Phase III of the campaign is a direct extension of Phase II. It includes...
WHY PHase II anD III WIll WoRK:Phase II and Phase III of the campaign will be successful among the Young Adult market beca...
MeDIa scHeDUle anD bUDGet     Each media outlet was chosen very carefully to ensure that each of these media     was the m...
* = National media** = Local media                     26
caMPaIGn PRojectIons anD MetRIcs     Studio320 is confident that the three phase advertising campaign consisting of: “Know...
fURtHeR RecoMMenDatIonsIn addition to the “Know It All” campaign, Studio320 believes that State Farm should take into cons...
conclUsIon     Studio320’s fully integrated marketing               What sets the tactics of the “Know It All”     communi...
aboUt stUDIo320, UnIVeRsItY of aRIzonaWe call ourselves Studio320 because years ago, we worked in McClelland Hall, room320...
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StateFarm NSAC Book - University of Arizona

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StateFarm NSAC Book - University of Arizona

  1. 1. table of contents1 Executive Summary2 SWOT Analysis Marketing3 Competition5 Research Methods6 Target Market Overview7 Primary Target Market Secondary Target Market Tertiary Target Market8 Marketing Recap Creative9 Campaign Strategy It’s a Matter of Facts. Know It All.10 Commercial11 Print Advertisements13 Print Environment Advertisements14 Online Tactics15 Know It All Web page16 Why Phase I Will Work17 Be the Next Know It All18 Be the Next Know It All Promotion19 Commercial20 Print Advertisements and Billboards21 Online Tactics Promotional Events22 State Farm Campus Representatives23 Be the Next Know It All Commercial Premiere Promotion24 Why Phase II and III Will Work Media25 Media Schedule and Budget27 Campaign Projections and Metrics28 Further Recommendations29 Conclusion30 About Studio320
  2. 2. eXecUtIVe sUMMaRY: State Farm is the number one company for auto and renters insurance in the United States. Studio320’s innovative integrated marketing communications campaign will help make State Farm the key player in the Young Adult market. Studio320 developed a $40 million campaign that targets 18-25 year olds through clever means and the media they use the most. With proper execution of tactics, this campaign will change the Young Adult market’s perception of State Farm from traditional and out of touch to innovative and fresh. Studio320 extensively researched how Young Adults thought about auto and renters insurance and how they perceived the State Farm Company. We surveyed nearly 900 Young Adults and conducted focus groups with approximately 40 Young Adult parents and over 250 Young Adults. Through all of our research, one thing was clear, auto insurance is not something Young Adults think about often and those, whose parents still pay for their insurance, do not think about it at all. We knew it would be difficult to effectively reach Young Adults with information about auto and renters insurance. After all, this demographic is the most technologically savvy, diverse and skeptical generation to date. They prefer easily accessible information on demand and appreciate advertisements that can speak to their unique sense of humor and taste. With randomness and user-driven content being two successful trends in reaching this audience, we thought it best to use them as a starting point in developing our campaign. Studio320 created a link between State Farm and the Young Adult lifestyle through the development of the three phase “Know It All” campaign. The campaign cleverly positions information about the State Farm Company with interesting lead-ins that will catch the target market’s attention in Phase I. Phase II and III invite those in the target market to become directly involved in the campaign, giving them a reason to talk about State Farm. The “Know It All” campaign uses the trends of random information and user-driven content to their fullest potential and will be successful due to the planned execution in media that Young Adults use every day. Our message strategy will infiltrate the Young Adult lifestyle and will resonate in their minds. Soon, Young Adults will think of State Farm as a viable insurance provider option and will remember State Farm advertisements just as well as they remember Progressive’s Flo, the Geico gecko and Allstate’s “You’re in Good Hands” tag line.1
  3. 3. sWot analYsIsIn order to conduct an in-depth companyanalysis, Studio320 has analyzed the Strengthsstrengths, weaknesses, oppor tunities, • Maintains a reputable name and a familiarity within the industryand threats surrounding State Farm. A • Leads in auto and renters policyholders in the UScomprehensive understanding of State • Verifies community focus through sponsorships of events, highFarm and the auto insurance industry is schools and sports arenascritical for the creation of a strategic • Uses celebrity endorsements to target Young Adultscampaign geared towards the Young • Provides strong consumer guidance through agent business modelAdult market. • Ranks 31st in revenue on the 2009 Fortune 500 Weaknesses • Agent business model perceived by Young Adults as old- fashioned and out of touch • Traditional image seen as expensive by Young Adults • Market share is declining in the Young Adult segment • Lack of brand personality and awareness • Advertisement simplicity is unmemorable Opportunities • Capitalize on under saturated renters insurance market • Attract Young Adult market • Reposition agent as a useful tool • Promote current social media tactics more, such as the iPhone application Threats • Economic recession creates longer dependence on parents and guardians • Rise in Young Adult debt • Efforts by competition attract Young Adults away from State Farm • Internet usage by target market diminishes agent face-to-face value • Target market has increasing aversion to traditional advertising 2 3
  4. 4. coMPetItIon Market Share in 2005: Market Share in 2008: The automotive insurance industry has become increasingly 17.7% competitive. State Farm maintains the role of industry leader in auto policyholders, but the position is tenuous. To remain 11.1% 18.3% the vanguard of the industry, and to construct an effective 7.4% campaign, it is important to analyze the successful tactics utilized 6.2% by competitors. Market Share in 2006: Studio320 thought it best to evaluate Geico and Progressive 10.8% as State Farm’s primary competitors since they are the two 17.6% leaders in Young Adult market growth. Our primary research 11.3% indicates Allstate as another primary competitor, as Allstate 7.6% 7.5% was the number one company Young Adults selected to sign 7.1% up with based on current perceptions of the company (Source: 6.9% Studio320 Young Adult survey). We recognize Nationwide and Farmers as tertiary competitors, but concluded that they do not pose as much of a threat in the Young Adult market. State Farm Allstate Geico Progressive 1970 Progressive Est. 1937 Standard and Poor’s Financial Rating: A+ JD Power Auto Insurance Rating: 3 out of 5 Geico Est. 1936 Standard and Poor’s Financial Rating: AA+ JD Power Auto Insurance Rating: 3 out of 5 Auto Insurance Policyholders (millions) Allstate Est. 1931 0 5 10 15 20 25 30 35 40 Standard and Poor’s Financial Rating: AA- JD Power Auto Insurance Rating: 3 out of 5 State Farm Est. 1922 Standard and Poor’s Financial Rating: (AA) Very Strong 1900 JD Power Auto Insurance Rating: 4 out of 5 Source: National Association of Insurance Commissioners Personal Auto Report, Standard and Poor’s, JD Power, TNS Media Intelligence, Insurance Information Institute, Marketer Trees 2008 Ad Age Data Center3
  5. 5. Advertising spending in 2008: Effective Strategies The Competition is Using: (Millions) $618.70 Geico • Creates a strong brand image with large advertising efforts $576.10 • Enhances the company’s “personality,” drawing in humor $526.20 and interaction with consumers $470.40 • Stresses accessibility and low effort purchasing process • Emphasizes affordability 36% of Stu • Uses memorable advertisements dio320 Young survey respon Adult dents prefer Geico’s Adver red Progressive tising • Establishes a strong, playful brand personality • Utilizes humor and illustrates purchase simplicity • Accentuates online accessibility • Emphasizes advantages, such as “compare quotes” feature Allstate • Increases advertising spending to build a significant brand image • Evokes a dramatic and serious image to touch the emotional side of consumers and create strong loyal bonds • Underlines inexpensiveness in relation to competitors • Calls attention to the experience and expertise of a long standing companytRenDs In 2010 & beYonDState Farm is a company in an industry that Positive Trends Negative Trendsis directly affected by the natural occurrences • Display of greater company transparency • Increase in popularity of online servicesof everyday life. Thus, Studio320 determined and honesty • Rise in agentless business modelkey industry trends that must be considered in • Emphasis on personal selling as opposed to • Allowance of customers to purchase insuranceorder to strategize proper marketing tactics. one-way advertising while lacking full knowledge of amount of coverage • Increase in corporate collaboration • Foregoing automobile insurance as popular but • Increase in auto insurance premium market dangerous cost saving method for Americans share in larger brand name companies during the current economic downfall • Exposure to risk-aversion campaigns among target market 4 5
  6. 6. ReseaRcH MetHoDs Young Adults represent the future of the automotive insurance industry. In response, Studio320 conducted extensive primary and secondary research in efforts to understand general behaviors, perspectives of the industry, individual companies and their overall goals and influential factors of individuals between the ages of 18 and 25. State Farm segments Young Adults as independent if they pay for 50% or more of their living expenses. Since the definition is vague in terms of what is included in the 50%, Studio320 thought it best to segment Young Adults on whether they e A la r g io n o f entrat paid or did not pay for their auto insurance. As a result, we tailored our research conc li v e in methods to cater to these primary and secondary markets. Primary research a d u lt s young was conducted through two methods: areas. urban Preliminary target market research • Surveyed over 840 Young Adults evaluating insurance awareness and perceptions • Administered focus groups comprised of over 70 Young Adults to comprehensively analyze and recognize behaviors associated with auto and renters insurance Post-campaign target market research • Surveyed over 80 Young Adults on effective insurance advertising media • Conducted focus groups with over 215 Young Adults to observe overall campaign effectiveness • Convened focus groups and surveys to analyze perspectives and influences of over 40 parents of Young Adults Studio320 also conducted extensive secondary research to explore past findings of the target market.The team discovered many informative sources including various market research articles, national consumer surveys, the US Census Bureau, consumer analysis reports, and industry databases.5
  7. 7. taRGet MaRKet oVeRVIeWThe target market, comprised of 18-25 year olds, represents a generation often referred to as Generation Next. These individualshave been raised in an environment comprised of modern technology; emphasizing speed and wide access to information. Theycommunicate and socialize through a variety of virtual media. With rising diversity, Young Adults are becoming increasinglyentangled in an assortment of cultures and ideas, and therefore, are more open-minded than any other generation. The followingare key facts to note about the Young Adult demographic: 33 millionWho they are: The way they live: • Prefer technological communication 18-25 year • 33 million 18-25 year olds olds in the • Prefer online access to insurance information with follow up by • Approximately 14 million are enrolled in college phone or in-person U.S. • 1.6 million are in high school • Prefer phone or in-person communication for customer service • 98% of Young Adult students are heavy users of • Value saving money over being brand loyal the internet and use it to find information • Live in their own household (58% of 20-24 year olds) • Around 83% own their own computer • Spend 108% of their before-tax income • 90% of Young Adult students own and use cell phones on a daily basis Approximately Where they live: 14 million are Top US cities and universities* with high Young Adult concentration enrolled in collegeHow they behave: • New York (New York University) • Do not consider television as their main source of • Boston (Boston University) entertainment and information • Chicago (Northwestern University) • Seattle (University of Washington) • Washington DC (George Washington University)How they think: • Atlanta (Georgia State University) Around 83% • Want quick responses without believing they are just • San Francisco (University of California, Berkeley) own their own a number • Los Angeles (University of California, Los Angeles) computer • Value independence and individuality • Columbus (Ohio State University) • Extremely open-minded to diversity • Minneapolis (University of Minnesota) • Have high brand awareness but low brand loyalty • Bryan - College Station (Texas A&M) • Have very negative view of online and mobile • Lansing (Michigan State University) device advertising • State College (Penn State) 90% of Young • Milwaukee University of Wisconsin- Milwaukee) Adult students • Philadelphia (University of Pennsylvania) own and use • Phoenix (Arizona State University) • Denver (University of Colorado at Boulder) cell phones on • San Antonio (Texas A&M) a daily basis • Austin (University of Texas) • San Diego (University of San Diego)*Florida excluded due to limited State Farm coverage in the stateSources: The US Youth Market: Deciphering the Diverse Life Stages and Subcultures of 15-to-24-Years Olds, The Adults of Generation Y in the US, Forbes 6 7
  8. 8. PRIMaRY taRGet MaRKet seconDaRY taRGet MaRKet Independent Young Adults Dependent Young Adults As stated before, Independent Young Adults are defined as Dependent Young Adults are much less involved in the decision making process of their auto insurance, as those who pay for their own auto insurance. They directly their parents generally set up their policy for them. Encouraging Dependents to learn about car insurance make decisions regarding their own insurance and personal can be difficult due to the fact that they simply have no reason to consider different options. This market is finances. As a result, they are more educated about the crucial for retaining Legacy Young Adults, as we hope to encourage them to follow in their parent’s footsteps auto insurance industry and are easier to attract, as they are and keep the same insurance provider. Eventually, this group will make their own decisions about their auto already directly involved with car insurance. Due to their insurance. While they may not care about auto insurance now, they still need to be exposed to the State interest in financial decisions, they are very price sensitive. The Farm brand to create brand awareness for the future. The following are key differences from Independent following are key differences from Dependent Young Adults Young Adults that are important to note: that are important to note: US Dependents 16 million US Independents 17 million Financially dependent (4-Year college) 63% Run their own household 3.3 million Financially dependent (2-Year college) 36% Attend school full time 37% Return home after graduating 80% Work full time 56% Work 35 hours a week 22% Switched from parent’s provider 32% Have not researched on auto insurance 86% On average, Independents began Parents are often their lone source of information paying for their own auto insurance Age 20 Signed up through agent 41% Do not know their agent’s name 63% teRtIaRY taRGet MaRKet Prefer humor in insurance advertising 84% Baby Boomers While State Farm needs to connect with Young Adults on their level, we realize that parents can heavily influence their child’s insurance provider decisions. Parents have the ability to encourage their children to remain legacy consumers or switch to another provider. While the campaign will not strictly focus on influencing parents, Studio320 hopes to catch their attention as well. The following are important factors to highlight about the Baby Boomer market: s dependent US Population 27% 80% of In enters er do not hav Provide cash to adult offspring 17% insurance. Try to teach financial responsibility 73% Carry car insurance 85% Have home owners coverage 67% Sources: The US Youth Market: Deciphering the Diverse Life Stages and Subcultures of 15-to-24-Years Olds; The Adults of Generation Y in the US; Baby Boomers in the US; Census Bureau; Simmons Market Research Bureau, Studio320 Independent and Dependent surveys 78
  9. 9. MaRKetInG RecaPRepeating themes throughout our research of Young Adults include:A touch screen world • 65% own a cellular device with advanced technological capabilities • They prefer quick and efficient communication such as text messaging or instant messaging • 83% own a personal computer and almost 90% use the internet on a daily basis MaRKetInG objectIVes • To change the perception of theConfident State Farm brand from antiquated • They share their personal story and opinions with the world through use of social media to relatable • They believe they can affect change through involvement and personal expression • To educate the target market on State Farm’s benefits in autoUnaware insurance overall • They see themselves as invincible and therefore consider insurance unnecessary • To give Young Adults a valid reason • Dependents see no reason to worry about auto or renters insurance because their parents and desire to choose State Farm take care of itDiminishing Agent Perspective • They would prefer using the internet to get a quote or sign up for insurance By accomplishing these • Overall, about 70% of them do not know their agent’s name objectives, State Farm will • Only 20% of them would consider meeting with their agent in person achieve the following growth: 1. New Young Adult auto policies 2. New Young adult renters policiesThe Bottom Line 3. Retention of Legacy Young Adult Auto policies 4. Retention of current IndependentMost Young Adults do not care about auto insurance. The few that are aware of the industry care Young Adult auto and rentersprimarily about price. For many, especially Dependents, the responsibility of choosing an auto insurance policyholdersprovider rests upon parents. Therefore, much of the target market knows little, if anything, about autoinsurance in general. They are familiar with companies like Geico, Progressive and Allstate because oftheir strong brand personality and use of humor in advertisements. Good summar y!Specifically relating to State Farm, there are three recurring themes that need to be addressed: 1. Overall disconnectedness with an old-fashioned perception of the State Farm brand 2. Ignorance of current State Farm features and benefits to their lifestyle 3. Perception that State Farm is unaffordable 8
  10. 10. caMPaIGn stRateGY Studio320 realizes that in order to make Young Adults seriously consider auto insurance, State Farm’s image must It’s a matter of facts. be presented in a unique way that will attract attention. The “Know It All” campaign does just that. It takes the boring The first phase, and main strategy of the campaign, focuses on overall education of the insurance industry and the and overwhelming information about auto insurance and benefits of State Farm.This phase directly calls out real facts about State Farm, enforcing the idea that State Farm is presents it in a fresh new way to which Young Adults can a trusted and experienced company that surpasses competition. State Farm facts are linked with other facts related relate. Each of the three phases is designed to engage the to the Young Adult lifestyle. All information will be presented in a chain effect where each fact will directly lead to consumer in a unique way that peaks their interest while still a succeeding fact that ultimately leads up to a State Farm fact. The connection between facts will be made through subtly educating them on the industry and creating brand use of subject matter or corresponding numbers. awareness for State Farm. This chain effect will create the impression that the facts of the Young Adult lifestyle all point toward State Farm Phase I re-introduces State Farm as a trusted and as the best option for insurance. By utilizing interesting and relative facts of everyday life, the facts of State Farm experienced company while encouraging Young Adults to (that alone would be perceived as uninteresting and dull) can be enriched with a new perspective. The ending tag become aware of their insurance options. The “Know It All” line “It’s a Matter of Facts. Know It all” suggests that when it comes to making an insurance purchase decision, the campaign creates curiosity about the company—leading to facts of life support State Farm. The tag line empowers the target market to become educated when making such a desire to discover the product and talk about it amongst important decisions. their peers. Phase II and Phase III allow the target market to become directly involved with the company while giving them the opportunity to become a State Farm “Know It All” “It’s a Matter of Facts. Know It All” is an effective opening strategy for this campaign personality. These phases solidify State Farm’s new relation for numerous reasons: to the target market. • It creates a platform for State Farm to be easily relatable to Young Adults Overall, the “Know It All” campaign immerses State Farm • The intriguing lead-in with other trivia will create interest in the whole content. These lead-in facts allow into the Young Adult world. It will illustrate the hard, the target market to see car insurance through a relatable perspective. undeniable facts indicating State Farm as the best option • The minds of the Young Adult market are susceptible to random information because they grew up for insurance. In addition, it gives State Farm an edge while with the internet at their fingertips. staying true to the current brand image and allows for the • It encourages the target market to conduct their own research on State Farm by giving them just consumer to become involved with the company beyond enough taste of the company to crave more. the insurance process. • The remembrance of the lead-in facts will generate a lasting impression for State Farm. Phase I of the campaign will be executed through various media, including traditional print, television advertisements, guerrilla tactics, online tactics and innovative advertising placement. While “It’s a Matter of Facts. Know It All” is an opening strategy, many tactics in this phase will run throughout the entire campaign timeline: May 2010 – May 2011. Parts of the campaign will be executed on a national level while other parts will be executed on a local level in the cities with the largest Young Adult concentration and the largest universities that were defined on page six. These e- It’s tru ad & cities shall be referred to as “top cities” throughout this campaign plan. Go ahe ! it9 Google
  11. 11. coMMeRcIalThe following commercial humorously Scene I:utilizes the chain effect by using facts leadingup to a State Farm fact. It is aimed at theYoung Adult market due to its collegecampus location, which features only YoungAdults in a familiar scholastic environment.Whether or not in college, this commercialis relatable to the target market becausethe situations are broad enough that all 18- Shot I: Students flip over their Shot II: A knowledgeable student Shot III: Simultaneously, all of the Shot IIII: Student A shows he was desks and begin to take an exam. (student A) interrupts a fellow pencils in the class break. prepared and brought a pen.25 year olds can relate to them. Its fast- classmate (student B) by asking,paced style, humorous tone and the use of a “Did you know 30,000 pencilsrelevant setting and characters will grab the break every minute?”attention of the target market. Scene II:This 30 second commercial will air oncea week on the NBC network and twice aweek on local networks in the top cities. Itwill air throughout the full campaign timeline.It will also be posted on the State FarmYouTube channel, the State Farm Facebookpage and Hulu to reach Young Adults Shot III: At that moment, Shot IIII: Student B is left behind Shot I: Interested in what other Shot II: Student A, prepared withonline. Furthermore, this commercial will information he can learn from his phone in hand, states, “30,000 everyone around them gets due to the text he received andbe placed in all AMC , Cinemark and Regal his peer, Student B follows text messages are sent every a text message and stops to must run to catch up to Student A.Entertainment movie theatres across the Student A after the test. second.” check their phones.nation to be played before movie previewsduring the summer months (May 28, 2010– Scene III:July 29, 2010) when movie attendanceis at its highest. With theaters drawing inattendance numbers of 1.4 billion a yearand 91% of the target market stating theyremember movie theater advertisementsmore than other types of advertisements,this outlet is a very effective way to reachthe target market. Shot I: Student A states, “1 acre Shot II: Peanuts pour onto Shot III: Student A states, “State Shot IIII: Ending frame with of peanuts makes 30,000 peanut Student B while Student A is Farm helps 30,000 people State Farm logo. butter sandwiches.” prepared with an umbrella. process their claims every single day. It’s a matter of facts. KnowSource: TNS November 2003 It All, with State Farm.” 10
  12. 12. PRInt aDVeRtIseMents Various print advertisements will be placed in a variety of media outlets to highlight the main aspects of State Farm: competitive pricing and other advantages for car and renters insurance. As with the commercial, advertisements will present facts relatable to the target market that lead to a State Farm fact. All print advertisements will feature Young Adults in realistic Young Adult environments. By creating a web concept graphic on top of the image, the structure and guidance of the lines to connect each fact make it easy for the viewer to read. These print advertisements will be able to stand alone to educate the target market on the key aspects of State Farm while simultaneously reinforcing the commercial. Another important feature that will be added to each print advertisement is the addition of a smart phone tag placed in the corner of the advertisement. Utilizing mobile phone technology, the tag can be scanned by a consumer with a smart phone, thus allowing the user to have instant access to the State Farm web site without having to type out the web site address on their phone. The tag will create an interactive component to print advertisements that will grant immediate access to relevant insurance information. Print advertisements will be placed in the popular Young Adult magazines: Cosmo and Sports Illustrated—Top Metros.11
  13. 13. COOL! ! Snap the picture &the smart phone takes youstraigh t to the web site. 12
  14. 14. PRInt enVIRonMent aDVeRtIseMents Along with placement in publications, twenty print advertisements will be placed in the top thirty airports with the highest yearly traffic. They will also be placed on the lap trays of US Airways planes of approximately 25,000 flights in a two-three month period. Placement in airports and airplanes will occur during the peak Young Adult travel months of May-June, November- January and the month of March, when students travel home for the summer, holidays and for spring break. Airplane tray liners will prove to be extremely effective because they will be in the direct sight of consumers who use their trays during the flight. Each tray in a row will have different advertisements on them so viewers will be exposed to three different State Farm facts of different subject matters. This will allow for a unique and memorable form of advertising that will metaphorically speaking, “lay the facts on the table.” State Fa r m is “ la y in g the fa on the cts t a b le .”13
  15. 15. onlIne tactIcsSimple, one-fact print advertisements will appear on online media such as Facebook. Sharing of print advertisement facts can also be done through the use of status updatesWith nearly 20 million Young Adult users, Facebook is a valuable interactive tool to and wall posts on Facebook and tweets on Twitter. As one of the fastest growing socialexpose Young Adults to the “Know It All” campaign. Not only do many Young Adults media outlets, Twitter will be utilized to share the facts presented in print advertisements.regularly check their Facebook page for updates, they use the site to send messages These facts can be mixed in with the existing level of tweeting State Farm is currentlyand instantly chat with friends. The average site visit time is at least one hour. Due to engaged in.the fact that users share their demographic information such as age and location, theadvertisements can be targeted directly to 18-25 year olds. 14
  16. 16. KnoW It all Web PaGe K n o w It A ll w e b page! When conducting primary research, one thing became clear when talking to the target market: they want information that is to the point and easy to understand. Since Young Adults prefer not to spend time researching insurance providers, it would be best to present them with information about State Farm that is quick and easy to read. The StateFarm.com/KnowItAll web page will be a one-page extension of the already existing State Farm web site and will serve as the central hub for information only relevant to Young Adults. A link on the existing State Farm home page will direct Young Adults to the information that pertains to them instead of searching through the entire State Farm web site. This new web page will also be utilized to hold a “Random Fact of the Day” to tie-in with the print advertisements and TV commercial. Facts will also be utilized to help supply advice for the Young Adult market. Small sections will illustrate ways to save money or find jobs to make money. Advice on the web page will supply Young Adults with what they need to know in order to manage their lives efficiently. Existing State Farm services and sponsorships relevant to the target market will also be highlighted, including the SF Pocket Agent iPhone application and the sponsorship of the Territorial Cup series. In Phase II, this web page will be used to promote other aspects of the campaign.15
  17. 17. WHY PHase I WIll WoRK:Phase I of the campaign will be successful among the Young Adult market because it speaks their languageand reaches them through familiar media channels. The following are further reasons why this phase of thecampaign will work:Young Adults like to be presented with information and be given the ability to formulate their own conclusions.As they are drawn in by other interesting and humorous facts, they will be simultaneously educated byinteresting State Farm facts. As Young Adults learn more and more about the company, State Farm will beginto have a stronger brand image.Relevance to the lifestyle of Generation Next is essential.Spitting out facts about an industry Young Adults do not care about will be ignored. However, utilizing fascinatingtrivia that is relevant to their everyday lifestyle will be remembered. Linking State Farm education with thesefacts will reach the target market in a clever way.Young Adults want the simple truth.As the “let’s Google it” generation, Young Adults want simple answers that they can remember. They do notwant to be bombarded with information they deem irrelevant. Therefore, short and true facts will remainmore memorable due to their conciseness.This marketing platform also allows for flexibility.The chain of facts can be specifically tailored to address the areas of State Farm requiring a change in perceptionamong the target market. These areas include the ease of use through agents, phone or Internet, competitivepricing and company experience. 16
  18. 18. Be the Next After Phase I cleverly educates the Young Adult market on the auto insurance industry a new State Farm “Know It All” YouTube channel where all of them will be available for and State Farm, Phase II invites the target market to be directly involved with the viewing. In addition to submitting videos, Young Adults will be encouraged to vote on company through an opportunity to be a State Farm “Know It All” personality, star in a who they think should be the next “Know It All” personality. Allowing the target market State Farm commercial and win $100,000. This is done through the hosting of a video to choose the winner of the video contest directly involves them in the State Farm contest restricted to only Young Adults. brand and allows for the development of personal relationships with the company. The invitation to have a strong relationship with the brand will further change the perception Young Adults will be invited to submit a video of themselves sharing any random facts of State Farm among the Young Adult demographic as a less traditional brand. they know and showcasing their personality. Videos may be as simple as someone sitting in their living room talking to a camera or as complex as someone making their own version of a Phase I commercial. Video entrants will be able to upload their videos onto “Be the Next Know It All” is the perfect pairing with Phase I for numerous reasons: • It continues to reinforce the overall “Know It All” theme of the entire campaign • It further encourages the target market to conduct their own research on car insurance • It creates further interest in the State Farm company as it gives Young Adults a chance to have their fifteen minutes of fame • It allows the target market to choose the winner of the contest, creating a sense of ownership • The use of user-driven content is an extremely successful way to create positive brand associations with a company, especially among the Young Adult demographic Examples of successful user driven content include: Over 1500 de signs • Threadless—Consumers submit shirt designs and vote on designs they would like to see made submitted pe r week • Doritos Super Bowl commercial contest—Consumers submitted homemade commercials for a chance to have it aired during the Super Bowl (Over 4,000 submissions) • KIA/ABC Ultimate Lost Fan Contest—Lost viewers create and submit their own Lost final episode promotion commercial (Over 2,100 submissions) • Old Navy Supermodelquin Super Search—Consumers enter challenges to become the next modelquin • Pepsi Refresh Project—Consumers submit community projects to be funded by Pepsi and vote on which projects get funded (1,079 submissions)17
  19. 19. be tHe neXt KnoW It all PRoMotIonRather than hosting a video contest only online that people have to find on their own, easily. This YouTube channel will include a link to an online survey in which viewers will belike so many other companies in the past have done, the strategy for the “Be the Next able to vote on their favorite video after watching the submissions. The YouTube channelKnow It All” contest is to promote it through the media outlets that Young Adults use will feature all screened video submissions and will highlight different favorite videos ofthe most. Most tactics in Phase II will be executed through the months of December the week. In addition, this channel’s background will feature facts to reinforce Phase I.15th – February 15th. Furthermore, there will be a direct link to the StateFarm.com/KnowItAll web page should viewers desire more detailed information about State Farm.State Farm “Know It All” YouTube ChannelInstead of investing money in the creation of a new web site where State Farm can host The implementation of a “Know It All”YouTube channel will allow for State Farm to keepvideo submissions, Studio320 suggests creating a new State Farm “Know It All” YouTube costs down. With YouTube being the second largest online search engine, there is a greatchannel page in which Young Adults can upload videos on their own and view them likelihood that Young Adults will find the contest on their own. 18
  20. 20. coMMeRcIal The following commercial is an execution of a commercial that will be used to create awareness for the contest. The commercial will feature three mock videos of Young Adults who have submitted a video to “Be the Next Know It All.” The Young Adults in these commercials will be very eccentric people who will catch a viewer’s attention when aired. At the end of the commercial, a voice-over will explain that State Farm is looking for the next “Know It All” and that submissions are welcomed by all Young Adults. The 30-second “Be the Next Know It All” commercial will air on ABC and local networks in the top cities once a week. It will air for 6 weeks on television starting December 15, 2011. The commercial will also air in national AMC, Cinemark and Regal Entertainment movie theatres and will be posted on the State Farm YouTube channel, the State Farm Facebook page during the months of December-February. Video I Video II Video III Last frame. Voice over states that State Farm is looking for the Next “Know It All.”19
  21. 21. PRInt aDVeRtIseMents anD bIllboaRDsVarious print advertisements will be placed innumerous media outlets to promote the “Be theNext Know It All” contest.These print advertisementswill mimic Phase I advertisements, using the webvisual to highlight the easy steps of submitting avideo to the contest or highlight the various things aYoung Adult could do with their $100,000 winnings.These print advertisements will be placed in collegenewspapers in the top cities.They will also be placedin Cosmo and Sports Illustrated-Top Metros editionsduring December and January.Along with placement in publications, printadvertisements will be placed in high Young Adulttraffic areas, such as shopping malls, from December- February. Advertisements on six-face poster standsin malls will not only reach Young Adults but will alsoexpose other target markets, including parents, tothe “Know It All” campaign. Studies reveal that theaverage person spends at least one hour inside themall per visit. Thus they are likely to be exposed toadvertising placed within the mall.BillboardsIn addition to print advertisements, two billboards Win $100,000!will be placed in the top twenty cities with highYoung Adult concentration. Billboard location willbe restricted to only the part of cities in whichYoung Adults live, for example, around collegesand universities. Since these billboards will be seenwhile driving, they will be kept very simple for a Be the Nextquick and easy read. StateFarm.com/KnowItAllSource: Adspace Digital Mall Network 20
  22. 22. onlIne tactIcs The same online tactics that were used in Phase I to share facts will be used in Phase II to promote the “Be the Next Know It All” video contest. A new tab on the State Farm Facebook page will be created specifically to promote the contest. This tab will share general information about the contest and will direct viewers to the YouTube channel. The State Farm Facebook wall and Twitter page will also be utilized to share condensed statements about the contest. Furthermore, e-blasts will be sent to Young Adults across the nation to promote the contest. With strong visual appeal and delivery to a media outlet that Young Adults check multiple times a day, the e-blast is sure to catch attention. During Phase II, contest promotion commercials and advertisements will be the main focal point on the “Know It All” web page. As with the Facebook tab page, the “Know It All” web page will share general information of the contest and will direct viewers to the YouTube channel for more information and to upload videos. Information about the contest will also be posted on Onlinevideocontests.com and Vidopp.com, two popular sites for video contest promotion. PRoMotIonal eVents A promotional event will be hosted in the top cities with Young Adult concentration and the ten largest college campuses to further promote the “Be the Next Know It All” contest. The event will be promoted using a State Farm “Know It All” bus that will travel from city to city over 60 days. The use of a graphic wrapped bus parked on college campuses and shopping malls will attract attention and curiosity. Studio320 suggests that the bus and video booth be graphic wrapped by Traffic Graphix, a vehicle wrapping company specializing in State Farm graphic wrapping. To accompany the bus, a portable video booth will be set up outside of the bus. This video booth will be similar to a photo booth you find at a shopping mall, but instead of a picture camera, it will use a video camera for visitors at the event to record their submission video on the spot. The use of the portable video booth will attract submissions from spontaneous Young Adults or those who would prefer the ease of a direct upload. State Farm representatives will upload all videos recorded with this booth to the YouTube channel.21
  23. 23. Stake signs will be placed in locations near the bus and video booth to direct peopletowards the State Farm event. These signs will illustrate a variety of things a YoungAdult can do with the $100,000 contest winnings in order to entice people towardsthe video booth to make their own video for submission.state faRM caMPUs RePResentatIVesCompany campus representatives are becoming a great trend among college campusesbecause they are a cost effective method for promoting brand awareness on a consistentbasis to the college market. Campus representatives are everyday students who earninternship credit for being a spokesperson for a company. They are effective becausecompanies can use them as little or as much as they want in promoting their companyto college students by having them wear clothing with a company logo, host events orprovide information about the company at various school events. Attired in companygear and logos, campus representatives appear at main events and promote companyactivities through social media. Studio320 suggests that State Farm form teams of 4campus representatives on the largest ten universities and the largest universities in thetop ten cities with the highest Young Adult concentration.While campus representatives may be utilized for various efforts throughout the “KnowIt All” campaign, they will mostly be utilized in Phase II by staffing the promotional event.While at the event, campus representatives will encourage Young Adults to stop at theevent and record their own submission video with the video booth.They will also handout water bottles to thank people for attending the event. All campus representativeswill be given a “Know It All”T-shirt so they will be easily identifiable. To further promotethe contest, the campus representatives will place door hangers around larger collegestudent living areas in a close radius to campus. 22
  24. 24. Be The Next coMMeRcIal PReMIeRe PRoMotIon Phase III of the campaign is a direct extension of Phase II. It includes the production and promotion of the premiere of the new “Know It All” commercial with the contest winner starring in it. February 16th – March 14th is allocated as time for State Farm to produce the commercial with the new “Know It All” personality. While the commercial is being produced, efforts to highly publicize the premiere of the commercial will be executed. The commercial will premiere during one of the March Madness final four games (April 2, 2011 or April 4, 2011) and will continue to air on national television networks for a full month. March Madness will be an effective time to air this commercial because it is a major national event directly related to the Young Adult market. Creating hype around the commercial premiere will increase overall awareness of the video contest and the campaign. It will also enhance the prestige of being the chosen personality for the contest winner. Since the contest is being highly promoted, it is only logical to highly promote the commercial premiere. The commercial premiere will be promoted through various outlets. NOTES: The same online tactics that were used in Phase I and Phase II will be used in Phase III to promote the “Be the Next Know It All” video contest including: • Facebook advertisements • State Farm Facebook page • YouTube “Know It All” page • State Farm Twitter feed • State Farm web site and “Know It All” web page • E-blasts23
  25. 25. WHY PHase II anD III WIll WoRK:Phase II and Phase III of the campaign will be successful among the Young Adult market because it directlyinvolves them in the campaign and gives them great incentives for doing so. The following are further reasonswhy these phases of the campaign will work:A majority of the population is interested in having their fifteen minutes of fame.The “Be the Next Know It All” video contest allows Young Adults to get their fame since anyone can see theirvideo on the YouTube “Know It All” channel. The winner will especially get their fifteen minutes of fame bystarring in the commercial.To Young Adults, $100,000 is a lot of money and is a prime incentive for someone to take fiveminutes out of their day to make a video and upload it on YouTube.The execution of the contest shows State Farm as a company who cares about theYoung Adult market by rewarding them with promotions that are restricted just to them. The fact that thecontest is restricted just to Young Adults will make them feel valued.The contest allows for Young Adults to be involved in the company at their level.Since submissions can be simple videos of a person sharing their knowledge of random facts or a brand newcommercial they made themselves, the target market has total creative freedom to express themselves in away they feel fit. 24
  26. 26. MeDIa scHeDUle anD bUDGet Each media outlet was chosen very carefully to ensure that each of these media was the most effective way to reach the Young Adult market. All appropriate estimates have been increased by 10%-15% to include miscellaneous pricing such as agency placement fees, printing, installation and shipping. The following is an in- depth profile of the most significant media chosen. Traditional $28,370,865 Movie Theatres Non-Traditional $10,220,209 • Moviegoers who saw in-theatre advertising are 44% more likely to Online $776,500 remember the advertisement than if they had seen it on TV Promotional $212,152 • 91% of moviegoers remember a movie theatre advertisement a week later • 70% of moviegoers are more likely to be motivated by a movie theatre Evaluation / Misc. $100,000 advertisement than a TV advertisement • 50% of moviegoers are more likely to express interest in a brand advertised in movie theatres than one advertised on TV • 68% don’t mind cinema advertisements • Young Adults rated movie theatre advertising the form of media to which they would most likely pay attention • Almost 250 million Young Adults in movie theatre attendance each year Shopping Malls Airports • Over 300 million Young Adult shopping mall attendance per year • Average traveler spends two hours in an airport • Average mall shopping trip: 77 minutes • 72% of airline travelers notice advertisements and read them • Consumers in shopping mall are in a buying state of mind • Almost 12 million Young Adults fly every year YouTube Channel Airplanes • 18-24 year olds spend more time per month watching videos online • 10 million flights per year than any other age group: 5 hours and 57 minutes per month • 98% of airline passengers are exposed to an on-board advertising message • 104 million YouTube viewers per month • 92% of airline passengers who used a tray table recalled an advertisement • 33% of viewers are 18-34, the largest age segment placed on it • Long duration of exposure • 9 out of10 passengers use a tray table in flights longer than an hour • 82% of passengers use a tray table in flights shorter than an hour Sources: TNS November 2004, 2003 Arbitron Inc., Studio320 Media Survey, 2005 Nielson Media Research, Adspace Digital Mall Network, Neilson A2/M2 Three Screen Report, Quantcast, Clear Channel Airports, Brand Connections Sky Media25
  27. 27. * = National media** = Local media 26
  28. 28. caMPaIGn PRojectIons anD MetRIcs Studio320 is confident that the three phase advertising campaign consisting of: “Know It All”, “Be the Next Know It All” promotion and “Be the Next Know It All” winner will be a great success. The campaign is cleverly tailored to attract the target market and reach them through media they constantly use. Through our efforts, State Farm will gain stronger brand recognition with Young Adults and will become seen as a viable option for them. Ultimately, this campaign will be successful in attracting new Young Adult auto and renters policyholders, retaining current Young Adult customers and gaining more Legacy Young Adults. Studio320 will evaluate the overall effectiveness of the campaign through a series of concurrent and post-testing strategies: Concurrent Testing Post-Testing • Track the increases in Young Adult policyholders Post testing will include quantitative and qualitative efforts. Quantitative • Calculate the number of visitors to the “Know It All” web page overall efforts will allow Studio320 and State Farm to get a quick, overall read of the • Calculate the number of visitors to the “Know It All” web page campaign’s results. Qualitative efforts will allow Studio320 to gain in-depth through the use of the SmartTag reader measurements to find out the perceptions of the campaign’s efforts. • Calculate the number of submissions and votes for the “Be the Next Know It All” personality contest Quantitative Measures • Calculate the number of online quotes given out to Young Adults or • Evaluate total visitors to the “Know It All” web page and YouTube contact made with agents “Know It All” channel • Calculate the number of consumer generated facts submitted to the • Evaluate total contest video submissions and random “fact of the “Know It All” web page day” statistics submitted • Track the increase in Young Adult policyholders in states and cities that were specifically targeted by mobile Phase II efforts Qualitative Measures • Conduct focus groups and interviews with Young Adults to gain feedback on their perception of the overall campaign tactics and Data from concurrent testing will the perception of the State Farm company allow Studio320 to make adjustments throughout the campaign to better attract Young Adults.27
  29. 29. fURtHeR RecoMMenDatIonsIn addition to the “Know It All” campaign, Studio320 believes that State Farm should take into consideration the followingrecommendations based on our primary and secondary research:Educate the marketYoung Adults know very little about the process of auto insurance because a majority of them do not set up their owninsurance. We recommend State Farm produce short, informal and entertaining videos that can be posted online toeducate Young Adults about the industry and service.Expand sponsorshipsState Farm currently sponsors many college sporting events, such as ESPN’s Game Day and the Territorial Cup Series.We recommend that State Farm continue with these sponsorships and host promotional events or give out promotionalmaterials in conjunction with these sporting events to further resonate with the target market.We also recommend that State Farm sponsor music festivals that attract the Young Adult market to further change theirvery traditional image.Create a brand personalityStudio320 recommends that State Farm create a strong brand personality that they can use throughout all of theirmarketing efforts, not just ones targeted to Young Adults. Brand personalities have proven to be very helpful in creatingstrong brand recognition. We suggest that State Farm consider using current voice personality, Patrick Dempsey, as a brandpersonality in commercials.Promote current products and services moreThere are many products that Young Adults would be very attracted to, such as the Pocket Agent. We recommend thatState Farm advertises these products beyond their web site.Furthermore, we recommend that State Farm promote their services beyond car and renters insurance to positionthemselves as a company that can offer more to the overall market. 28
  30. 30. conclUsIon Studio320’s fully integrated marketing What sets the tactics of the “Know It All” communications campaign will attract and campaign apart from other companies that have excite the target market into caring about auto used similar tactics is the fact that the campaign and renters insurance and getting involved is very targeted to reach and involve a very with the company. The umbrella “Know It specific demographic rather than an overall All” theme that is carried throughout the market. Each effort, tactic and media choice of entire campaign creates a seamless transition the “Know It All” campaign was developed or between all three phases.The clever use of facts chosen with the Young Adult market in mind. presents information about auto insurance, Studio320 took into account what the target renters insurance and State Farm that would market would be interested in when developing be ignored if presented in a straightforward advertisement copy. We also took into account way. Phase I educates the target market the media they use in their everyday life when while creating curiosity in the company for making advertisement placement choices. consumers to research it on their own. Phase II transfers that curiosity into an interactive video With the “Know It All” campaign, State Farm contest. Phase III expands State Farm’s brand will be brought into the lives of Young Adults. image into a company directly represented by The company will no longer be associated with its target market. being traditional and overly expensive. It will be repositioned as a clever and in-touch company, The “Know It All” campaign capitalizes on which is necessary in order to accomplish any popular trends the target market is familiar growth in the Young Adult market. with. Studio320 realizes that the use of random facts to attract attention has been utilized Thank you for the opportunity to present our in advertising tactics before. We also realize creative ideas to you. We respectfully request that other companies have used user-driven that you select Studio320 from the University contests to get their consumers more involved of Arizona to implement this campaign to grow in the brand. However, we also understand that State Farm’s market share among Young Adults. these efforts have been successful for those companies that have used them and therefore, can be successful for State Farm.29
  31. 31. aboUt stUDIo320, UnIVeRsItY of aRIzonaWe call ourselves Studio320 because years ago, we worked in McClelland Hall, room320. We now work in the Babcock offices, room 3205. These offices are where weshare our creative ideas and turn them into award-winning campaigns. Studio320’steam is comprised of a unique group of individuals, each with a different focus in back-grounds and studies. To successfully provide a solution to State Farm’s problem, themembers of Studio320 thoroughly immersed ourselves into constantly thinking aboutcar insurance. We continually kept an eye out on the latest marketing trends and thecompetition to ensure that our campaign was a step above their efforts. Special Thanks to: Dr. Robert Lusch—Department of Marketing, Eller College of Management Dean Paul Portney—Eller College of Management Elizabeth Howard—Department of Marketing, Eller College of Management Audrey Hamilton—Department of Marketing, Eller College of Management Kate Jensen—Assistant Vice President, University of Arizona Scott Button—Student Union Catering Merrilee Holmes—Eller College of Management, University of Arizona Real Estate Paula Madden—Wells Fargo Bank Mike Scher—TO Printing Hope Schau—Department of Marketing, Eller College of Management Jan Hardesty—Department of Marketing, Eller College of Management Kelly Leslie—Visual Communications, School of Art Jackson Boelts—Visual Communications, School of Art Phil Hagenah Josh Weisman Dave Slavin Ryan Pikoff Gabby Pavelko John Sears Nicole Peron Liann Laurie Jacobsen Nathan TurnerFaculty Advisor:Dr. Ed AckerleyLeadership: Marketing Team: Communications Team:Liz Tanori, Agency Director Dana Fors Andrea GomezRyan Jacobs, Marketing Director Azucena Sanchez Mara KatzJohn Walters, Creative Director Cameron Miller Lauren SimmersCrystal Gamache, Communications Director Matisse MillerAlex Feldman, Media Director Ben Riney Creative Team: Andrea Butterbrodt 30

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