State Farm IMC Campaign Team 1-UCB Extension Idp

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A final project by Team 1-Ted, Anna, SooChul, Joao, Paola, Johnny

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State Farm IMC Campaign Team 1-UCB Extension Idp

  1. 1. Home Index Introduction Market analyze Campaign 1 Workshop C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Anna Kuo Car corporation Johnny Joao Training Paola Soochul Ted Wu Budget sponsorships
  2. 2. Home Index Introduction Market analyze Campaign 1 •Market analyze Workshop C F w Tradition Media T R M N C •Sweepstake and workshop N Social Media Tools Dealer promote •Media plan Consequence Car corporation •Car dealer Training Budget •Sponsorship and budgeting sponsorships
  3. 3. Home Index Introduction It is a mature market Market analyze (higher rotation of customers) Campaign 1 Workshop C F w 41% clients will change company if it was Tradition Media M C easier T R N N Social Media Tools Dealer promote 36% are from a single company Consequence 37% trust in 2 different companies Car corporation Training INTERNET BOOM!!!!!!!!!!!!!! Budget sponsorships
  4. 4. Home Index Introduction Market analyze Campaign 1 Workshop C F w Last year $ 210 billion in auto insurance premiums were written. Tradition Media M C T R N Allstate and Progressive are preferred among 18-24 years old N Social Media population Tools Dealer promote Consumers compare the auto insurance quotes online and the Number of insured vehicles increases with household income Consequence Car corporation Training Budget sponsorships
  5. 5. Home Index Introduction Market analyze Campaign 1 How to improve young students Workshop understanding of the car & auto insurance C F w Tradition Media M C to protect by themselves. T R N N Social Media Tools Dealer promote Choose the appropriate insurance Consequence when having a car Car corporation The job market after graduation Training Budget sponsorships
  6. 6. Home Index Introduction Market analyze Campaign 1 Workshop • Introduce dream: high C F w Tradition Media M C class, middle class, and T R N Social Media N initial, basic car Tools Dealer promote • What kind of auto & rent Consequence insurance is enough Car corporation • How to maintenance your car Training • The job market after graduation: Budget State Farm sponsorships
  7. 7. Home Index Introduction Market analyze • 10% – 50% off •70% – 20% off Campaign 1 • 20% – 30% off Workshop C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Car corporation Training Budget sponsorships
  8. 8. Home Index Introduction Market analyze Apply meals after the workshop Campaign 1 Workshop C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Car corporation Training Budget sponsorships
  9. 9. Home Index Introduction Market analyze Campaign 1 Workshop C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Car corporation Training Budget sponsorships By doing the survey
  10. 10. Home Index Introduction Goal of the Traditional Media •Attract young people to visit our website Market analyze •Publicize the sweepstake activity for a free car. Campaign 1 •Promote the on-campus workshop held by our State Workshop Farm Campaign. C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Car corporation Training Budget sponsorships
  11. 11. Home Index Introduction Market analyze – Our TV advertisement is going to portray a Campaign 1 real-live car-stolen situation in daily life, and in C Workshop F w the end will show our campaign website Tradition Media T R M N C – Advertisement Creative Brief: N Social Media “In a sunny Sunday, a 23-year-old college student Justin was going Tools to surf with his girl friend Joyce. They enjoy the drive with the Dealer promote awesome weather and street view” Consequence – Broadcast Channel: Car corporation Lost- Tuesday 9:00 pm on ABC Training ESPN Sports channerl Budget sponsorships Reference:http://www.tv.com/shows/multibrowse/
  12. 12. Home Index Introduction Market analyze – We target the favorite wake-up radio Campaign 1 stations and the one listened to during Workshop C F w the commute to work: Tradition Media M C • KSFO & KGO Newstalk (SF) T R N • 77-WABC & WPLJ (New York) N Social Media Tools • WBAP-AM(Dallas/Ft.Worth) Dealer promote • KLOS-FM(Los Angeles) Consequence – Put a 30-second advertisement 4 times Car corporation a day during the morning 8:30-9:30 & Training 5:30-6:30 commute time. Budget sponsorships Reference: http://www.clear-info.com/radiostations.html
  13. 13. Home Index Introduction Market analyze – Magazines are highly segmented and Campaign 1 specialized magazines can help us Workshop C F w catch crertain goups of people. Tradition Media T R M N C – Time, ENTERTAINMENT WEEKLY , Peo N Social Media Tools ple for general public Dealer promote – For the malegroup: Auto Magazinessuch Consequence as Car &Driverand entertaining magazines such as GQ Car corporation Training – For the female gorup: Fortune, InStyleand ShopeSmart. Budget sponsorships
  14. 14. Home Index Introduction Market analyze – newspaper is not a main info source that Campaign 1 our target group. Thus, we will do Ad Workshop C F w only on the Sunday newspapers, and put Tradition Media T R M N C ad on the newsperpaer websites: N Social Media • Columbus dispatch.com Tools Dealer promote • New York Times Consequence • USA Today Car corporation – We will put the cubical advertisement on Training these websites, and by clicking on the ad, the viewer will be transferred to our Budget campaign page. sponsorships
  15. 15. Home Index Introduction Market analyze • Usage: publicize the on- campus workshop Campaign 1 – Catch students’ eyes Workshop C F w Put a large space if Tradition Media M C advertisement T R N N With detail information Social Media Tools – Consider to use a Dealer promote spokesperson Consequence to convince people it’s real Car corporation Training Budget sponsorships
  16. 16. Home Index Introduction Homepage- Market analyze • A well-designed website with www.statefarmautoinsur.c Contents: Campaign 1 interactive content can invite 1. State Farm info Workshop more consumer dialogue. 2. Auto Insurance info C F w 3. Survey Tradition Media M C 4. Interactive Forum T R N N Social Media Tools Websites- Put cubical advetisement Dealer promote Yahoo! Consequence Newsweek Google Car corporation MSN.com Training Budget sponsorships
  17. 17. Home Index Introduction Market analyze – Facebook Campaign 1 • Build “Free Car State farm” clubs Workshop • put advertisement C F w • create application to dilivery Tradition Media M C questionnaire T R N N Social Media Tools – Twitter: we’ll use this platform to Dealer promote send message of our State Farm campaign, create buzz Consequence – Myspace & Plurk: create a page of Car corporation our campaign and try to link the Training browsers to our campaign Budget homepage sponsorships
  18. 18. Home Index Introduction Market analyze Campaign 1 Promotion: C Workshop F w • Students buying the car in the local dealer’s stores Tradition Media M C will have 50% discount with the first year of the T R N insurance. (Contract signed for 2 years – pre N Social Media Tools established rates for two years contract) Dealer promote • A commission from the insurance total contract Consequence prize (% to be combined) will be awarded by the seller who could tie the car sale for each insurance Car corporation sold. Training Budget sponsorships
  19. 19. Home Index Introduction Market analyze Campaign 1 Consequence: Workshop • The 50% in the car insurance cost could be C F w Tradition Media considered a discount in the total car cost. This M C T R N N would help the sellers to sell the car. Social Media Tools • Because of the commission, sellers would be Dealer promote motivated to tie the State Farm to complement their income. Consequence • Dealer’s owner would look for State Farm Car corporation company to increase their sales and boost their Training marketing campaign. Budget sponsorships
  20. 20. Home Index Introduction Market analyze • According to online • Trade our survey Campaign 1 survey by a web results Workshop C F w site (Smart • Posting our ad on the Tradition Media T R M N C Money), we car companies’ web N Social Media selected two page. Tools Dealer promote models of cars: Hoda Fit & Ford Consequence Focus as our prize. Car corporation Training Budget sponsorships
  21. 21. Home Index Introduction Market analyze • Select 10 colleges Campaign 1 each state. Workshop C F w • Two days weekend Tradition Media T R M N C training 3 major N Social Media Tools course. Dealer promote • Provide meal plan Consequence • Trainers Salary & Car corporation others cost from Training our Budgets Budget sponsorships
  22. 22. Home Index Introduction Market analyze TV 10% Campaign 1 Radio 5% Workshop Traditional Media Magazine 10% 35% $14,000,000 C F w Tradition Media M C Social Media 5% T R N Social Media N The others 5% Tools Companies 10% Dealer promote Tie-ins 25% $10,000,000 Dealers 15% Consequence Workshop 20% $8,000,000 Car corporation SEC 10% Training Sponsorship NASCAR 5% 20% $8,000,000 Budget College Festival 5% sponsorships
  23. 23. Home Index Introduction Market analyze Southeastern Conference  College football & basketball Campaign 1 Workshop C F w Tradition Media M C T R N N Social Media NASCAR Tools Dealer promote Consequence Car corporation Training College Festival Budget sponsorships

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