1. An Integrated Campaign
For
Presented By:
IVS
Innovative. Visionary. Solutions.
Sunday, August 1, 2010
2. Situation Analysis
-State Farm participates in
schools, communities, online,
and offline at more than
17,000 locations
-Company insures 40 million
drivers but is often taken for
granted
-Often Confused with one of
its top competitors
-Seeking ways to help
consumers fall in love with
brand
Sunday, August 1, 2010
4. Target Audience
New entrants New Homeowners
in Job Market
Recent Grads New Car Owners
Sunday, August 1, 2010
5. Strategic Research
Primary Research
-visited local State Farm
agents in various cities
-conducted focus groups
Secondary Research
-read news articles about
various insurance companies
-examined websites of State
Farm and all of its
competitors
Sunday, August 1, 2010
6. Consumer Behavior Survey
Age:
Sex:
Survey Questions
1. What is your current car insurance provider?
2. Why did you choose your current car insurance provider?
3. What words or images come to mind when you hear the name State Farm insurance?
4. When thinking about car insurance providers what names or images readily pop up in your
mind?
5. Do you know what State Farm insurance is best known for?
6. At a different point in your life do you think you would switch your insurance company?
If yes, why?
7. What do you look for when making your decision on which insurance company to go with?
8. Would you recommend your current insurance provider to friends or family?
If yes, why?
9. What would make you change over to a different insurance provider?
10. When considering which insurance provider to go with, what other than the price matters
most to you?
Sunday, August 1, 2010
7. S.W.O.T
Strengths
• Strong market position as it is ranked number 34 on Fortune 500 charts for 2010
• Largest automobile insurer in the U.S. resulting from insuring 1 in every 5 automobiles in America
• Strong brand recognition and customer loyalty
• Strong and stable management only two families have ever held top executive positions from 1922 to the present
Weaknesses
• No one face with State Farm
• Very conservative making it difficult to appeal to younger audience
• Until recently commercials have been conservative and targeted to an older generation
• Current social media focuses on building bonds and keeping them which is also targeted to older audience
Opportunities
• Putting a face to the brand possibly a face to represent the friendly local insurance agents
• Letting people know that they are increasing the ease of paying bills online, making it more accessible even from an iPhone
• The chance to associate themselves with something attention catching and memorable through advertising that may help to differentiate themselves from their
competitors
• The opportunity to capitalize on the new trend of social media and get their names out there the best they can online through various new schemes
Threats
• Increasing natural catastrophes likely to increase claims
• From a corporate standpoint, threats are: competitive pressures & market pricing going below the risk.
• Maturing categories, products, or services which will result in an increase of consumer claims
• New regulations have been introduced by the government that the auto insurance will be based on driver’s safety record, mileage driven and years of experience in
driving. This has resulted in reduction of car insurance rates greatly. State Farm Insurance also had to cut its insurance rates that resulted in $1.2 billion reduction in
underwriting income.
• Economic slowdown in the US likely to reduce revenues
Sunday, August 1, 2010
10. TIP # 1
Outdoor Ad
Show
HIGH
Grades to
your
X
Parents
Local Agent
www.statefarm.com
Sunday, August 1, 2010
11. Outdoor Ad
Tip # 2
Buying Your First Car?
Look for auto insurance where
you get the most for your
money.
www.statefarm.com
Sunday, August 1, 2010
12. Non-Traditional Media
Tip #3
Shopping for your first
home???
Make sure you get the best
home owner’s insurance
www.statefarm.com coverage.
Movies:
Eat, Pray, Love
Salt
Step Up 3D
Sunday, August 1, 2010
14. Print Ad
Tip # 6
Make sure you
have an agent
who can be
Magazines: there when you
need them the
Shape most.
InStyle
Women’s Health
O The Oprah Magazine Like a Good
Neighbor,
State Farm
is There.
www.statefarm.com
Sunday, August 1, 2010
15. Print Ad
Tip # 7
Know that
someone will be
there when the
unexpected
Magazines:
happens.
Cosmopolitan
Glamour
Self
Vogue
Road Ranger Assistance Program
www.statefarm.com
Sunday, August 1, 2010
17. Social Media
-blogs updated weekly
discussing new tip for
the week
-topics advising
women on milestones
and everyday issues
-advice on buying/maintaing
houses or cars
State Farm Women Agents will
-advise on different types of insurance
have blogs set up through WordPress
coverage
linking to their Facebook, Twitter,
and LinkedIn accounts.
*For legal reasons we did not make false pages*
Sunday, August 1, 2010
19. Public Relations
Car Insurance
101
- female agents Game Prizes
educating women includes:
on how to purchase -car safety kits
insurance -gas cards
-air fresheners
Sunday, August 1, 2010
21. Media Plan Overview
Media Plan Sept. Oct. Nov. Dec. Jan. Feb. March April May June July Aug.
Public Relations
Non-Traditional Media
Print
Direct Mail
Outdoor
Brochures
Promotions
Social Media
Sunday, August 1, 2010
22. Thank YOu
for
Your Time & Participation!
IVS
Innovative. Visionary. Solutions.
Sunday, August 1, 2010
