TABLE OF CONTENTS
2 Executive Summary Shark Attack has the intense and fierce ability
3 Situation Analysis to shred the competition and make your
target their main focus of attack. Starting with
11 Primary Research its creative growl, the media will bite into the
12 Problems & Opportunities target with its sharp teeth and chomp at the
audience with effective IMC promotions. The
13 Creative Strategy attack will be backed with a strong stomach
15 Media Plan for research that can easily digest the target.
25 Creative Executions What’s your plan for attack?
39 Budget Breakdown
THE ATTACK TEAM
RESEARCH DIRECTOR MEDIA DIRECTOR
Amanda Takacs Nicole Rehling
THE STOMACH THE TEETH
DIRECTOR CREATIVE DIRECTOR IMC DIRECTOR
Cory Schneider Marty Filogamo Nicole Botich
THE MOUTH THE GROWL THE CHOMP
THE CASE have been able to reach independent young adults through
their advertising campaigns, resulting in measurable success.
include mobile ads, web player ads, Internet media site
ads, mall kiosk placements, stair wraps, grocery cart ads and
However, these competitors are catering increasingly to an airport baggage claim clings. Shark Attack will use these non-
State Farm Insurance is the nation’s leading property and impersonal world and often offer auto insurance exclusively. traditional methods to their fullest to reach the target market,
casualty insurance company. To maintain its current position, This is an opportunity for State Farm Insurance and for our as they are an active group who consumes many mediums.
State Farm Insurance must target independent young adults, campaign. Overall, through primary research, Shark Attack Placements will heavy-up in the states with the highest
aged 18-25. Currently, State Farm Insurance is positioned found that it is important to contemporize and build the brand populations of 18-25-year-olds: California, Florida, Illinois,
as a traditional, old-fashioned insurance company to the 17 to attract our target market and to continue upstaging the New York, Ohio, Pennsylvania and Texas.
million independent young adults within the U.S. population. competition.
In addition, State Farm’s established customer base is aging, In order to create buzz and more interaction between
directing the company to choose young adults as the primary State Farm and the target market, Shark Attack will create
target and remain on top of the insurance market. Shark Attack
will effectively and efficiently use media placements, creative
REsults promotional events throughout the yearlong campaign to
create a connection between the two groups. The promotions
executions and promotional events to create a fully integrated Shark Attack has allocated $21 million of the $40 million budget will incorporate State Farm in typical everyday and night
marketing communications plan that will contemporize the to media, using approximately $11.5 million on traditional activities for those in the 18-25-year-old target, as well as large
brand image for State Farm Insurance. placements and $8 million on non-traditional placements. $16 events in American culture (i.e. New Years Eve in Times Square,
million of the campaign budget will be spent on IMC, with the the college BCS national championship, March Madness, etc.).
RESEARCH remaining $3 million allocated for production and contingency
funds. After conducting research, analyzing the market and
Through our primary research, Shark Attack found that the
testing its concepts, Shark Attack believes that it has created
an effective campaign that will connect with the target market.
target is independent young adults, aged 18-25, who are Although the company’s existing customer base in aging,
responsible for 50 percent or more of their living expenses. The target perceives State Farm Insurance as an outdated,
State Farm Insurance still has the resources and the drive to expensive brand for older adults. They perceive State Farm’s
Our campaign will be most visible in the seven major U.S. provide both support and reliable insurance coverage to all
cities which have the largest population of this target market. agent-based insurance model as a luxury they cannot afford.
of their current and future policyholders. Through creative The Keep Goin’ Strong campaign will reposition State Farm
Research showed that the primary target is both racially media placements, State Farm Insurance will be consistently
and ethnically diverse, as well as being goal-oriented and Insurance as a humorous and contemporary brand for young
reinforced as a modern and approachable brand, allowing the adults while achieving top-of-mind awareness. The tagline,
technologically advanced. Through research, it was also target to know that no matter what life throws at them, State
discovered that the target is price-sensitive, as over 60 percent Keep Goin’ Strong, means that no matter what happens in
Farm Insurance will help them to Keep Goin’ Strong. life, State Farm and its agents will be there to support their
of the target’s members are in college and approximately 56
percent are working full-time. The secondary target is “legacy” clients during weak moments. State Farm Insurance will give
the target reassurance that they are taken care of by someone
young adults, those whose parents have State Farm Insurance.
By researching the primary and secondary target markets, we
Executions, who is experienced and understands. The existing Good
also identified a tertiary target: parents. Parents can be an large Neighbor slogan will remain in our ads, under the State Farm
influence on the target when it is time for independent young Media and IMC logo, to maintain the original branding and act as an extension
to the money that the client has already spent promoting
adults to select an insurance company.
it. The target will find the creative executions hilarious but
Shark attack will accomplish the Keep Goin’ Strong campaign
Shark Attack’s primary research showed that State Farm, straightforward, reinforcing the brand image. By creating a
through both traditional and non-traditional media to reach the
compared to its competitors, is behind in grabbing this target’s modern and humorous campaign, Shark Attack will capture
target market. Traditional media methods include collegiate
attention. State Farm’s key competitors are Progressive, the target market and as a result, be successful.
newspapers, network television, radio, national magazines
Allstate and GEICO Insurance companies. The competitors and out-of-home placements. Non-traditional media choices
State Farm Insurance was founded in 1922 by retired farmer and insurance salesman The State Farm founder’s philosophy of insurance coverage at a fair price, coupled with
George Jacob “G.J.” Mecherle. His motivation for starting the company was simple: fair claim settlement, remains the cornerstone of the client’s success. His original vision
he was intent on treating his customers with fairness and honesty. and values still guide State Farm’s current mission.
Mecherle knew farmers drove less and had fewer accidents than city folks and Today, State Farm insures more cars than any other insurer in North America. They are
thought they should pay less for automobile insurance. The insurance company G.J. also the leading U.S. home insurer. More than 17,000 agents and 68,000 employees
worked for didn’t agree — and suggested he start his own company. serve the company’s 75 million policies in the United States and Canada. State Farm
also provides their customers with a wide array of financial products and services to
That’s exactly what he did. help them manage today and prepare for tomorrow.
Indiana Farm Bureau and State Farm sign State Farm Insurance becomes the
a contract making the Indiana Farm Bureau
1922 the first state agent for State Farm.
largest automobile insurer in the U.S.
Jacob Mecherle started an
insurance company that created
fairness for individual customers.
SALES AND MARKET SHARE 11.1%
As of 2006, the auto insurance industry in the United States totaled over $162 billion.
In the auto insurance market, the top 10 American insurance companies accumulated OTHER 52%
64% of the market share, the highest of which is State Farm. The company is currently 7.3%
ranked 31st in the Fortune 500, a hierarchical listing of American companies by revenue, PROGRESSIVE
and insures more cars and homes in the U.S. than any other insurer. In 2007, State Farm
Insurance earned a revenue of nearly $62 billion. GEICO
Political and Legal Factors
IT’S THE LAW
Car insurance is regulated at the state level, with each state enforcing its own guidelines concerning the minimum
car insurance coverage that is required. All states have laws regarding the minimum amount of liability coverage
a driver must have in order to legally drive their vehicle, though it may be considered wise to carry additional
Virginia residents, for example, are required by law to pay the state $500 annually if they choose not to carry
liability insurance on a particular vehicle. New Hampshire, on the other hand, is one of few states that does not
require motorists to carry liability insurance.
The penalties that await motorists who choose not to carry auto insurance vary. It’s not uncommon for such a
motorist to be subject to a hefty fine, license suspension, license expulsion or jail time. Usually, the minimum
required insurance plan, by law, is third party insurance to protect the victim of an accident against being financially
responsible for loss, damage or injury caused by a vehicle.
State Farm was the first property and
1965 1971 casualty insurer ever to help promote
State Farm’s well-known jingle, Like a Good a major feature film — the Disney/
State Farm began marketing health insurance.
Neighbor, State Farm is There, was written by Pixar animated feature film, CARS.
American songwriter Barry Manilow.
In an effort to attract an emerging and relatively untapped market, State Farm
Insurance initiated a young adult task force. The result was the 2006 Now What? The increase in Internet usage has changed the insurance industry tremendously.
campaign, which featured a series of provocative and thought-provoking situations The direct-insurer model, which is exhibited by companies such as GEICO,
that left viewers in a position to make a decision. Overall, the campaign improved Progressive and Esurnace, have an edge in this area because they cater to the
young adults’ attitudes toward insurance understanding, brand recognition and ever-prevalent and growing trend of online insurance purchasing. Along the same
favorability toward State Farm Insurance. Additionally, a significant increase in the lines, the insurance industry has become much more aggressive over the past few
number of new policies written among the target group took place. State Farm’s years — tough economic times have made affordability a top priority, particularly
current promotional budget is $40 million. among the target audience.
BRAND EVALUATION DISTRIBUTION
There are a number of companies within the State
BRAND importance Farm Insurance Group, including the State Farm Mutual
Automobile Insurance Company, the State Farm Life
Insurance Company, the State Farm Fire and Casualty
and uniqueness Company and the State Farm Bank. Through these
companies, State Farm provides for the insurance needs
of current clients through an agent-based model with
16,000 agents and 76,500 employees throughout the
State Farm Insurance and its agents takes their roles as
“good neighbors” within their community very seriously. 50 states and Canada. This type of business structure
To a State Farm agent, this means being there when gives State Farm’s customers the personal attention and
and where they’re needed, support their customers cooperation they desire. Because of this, all State Farm
and following through on what they’ve promised. State We are people who companies take their Like a Good Neighbor, State Farm
Farm Insurance commits to each protect and serve each is There slogan seriously, living the slogan as a lifestyle
policyholder. The client has built strong bonds and a
make it our business to rather than just viewing as a motto.
tradition of success by ensuring these promises are kept. be like a good neighbor;
State Farm insurance is sold in all 50 states with 16,000
who built a premier agents and 76,500 employees throughout the U.S. and
company by selling Canada.
Because of their dedication to neighborly service,
State Farm’s customer satisfaction is highest among
all U.S. insurance agencies. According to the
American Customer Service Index (ACSI), State
and keeping promises
through our marketing
partnership; who bring
diverse talents and
experiences to our work
of serving the State
When compared to competing insurance companies,
Farm Insurance ranks first for customer satisfaction for Farm customer. State Farm Insurance is losing the battle for young adults’
property and casualty Insurance with a score of 81 on attention. While they view State Farm Insurance as being
a 100-point scale. State Farm also ranked second for an old-fashioned and outdated brand, members of our
automobile insurance, with a score of 80, tying GEICO. target are attracted to contemporary brands, such as
GEICO and Progressive, because of their humorous
advertising and creative executions. To defend its top
position, State Farm Insurance will have to contemporize
its brand by keeping in touch with the lifestyles of young
Our success is built on a foundation of shared
State Farm’s current brand personality is perceived as
being conservative and traditional, typically appealing values — quality service and relationships,
to older generations as a reliable choice for insurance mutual trust, integrity and financial strength.
products. Through the Keep Goin’ Strong campaign,
State Farm’s brand will become a modern and more
Our vision for the future is to be the
approachable brand to those in any age group, primarily
to the 18-25-year-old demographic. State Farm Insurance
will become more like a friend than a service to current
and prospective customers alike.
customer’s first and best choice in the products
and services we provide. We will continue to be
the leader in the insurance industry and we will
become a leader in the financial services arena.
Our customers’ needs will determine our path.
Our values will guide us.
Product Evaluation ESTATE PLANNING
State Farm Insurance is currently the number one choice among
Americans for both automobile and renters insurance. Running
business under the agent-based insurance model helps State YOUR SAVINGS, HOME
Farm Insurance maintain their Good Neighbor mind set, as their
agents have the ability to provide guidance and support through
LEGACY EDUCATION PLANNING
the insurance purchase process. In addition, State Farm’s agent-
based model provides consumers with a reliable agent with whom YOUR
they can have as a constant contact for any concerns, questions
and claims submissions. When providing service to their clients,
DEATH, DISABILITY, HEALTH CARE,
State Farm’s agents believe it’s all about the client: their needs,
LONG-TERM CARE, EMERGENCY
their priorities, their values and their future.
SAVINGS, DEBT MANAGEMENT,
TARGET MARKET PSYCHOGRAPHICS
The primary target is goal-oriented, more ethnically diverse and more
DEMOGRAPHICS fluent with technology than prior generations. They believe that everyone
has an individual voice but are skeptical when it comes to placing their trust
in a product or service. The target uses a variety of channels to conduct
During the campaign year, there will be approximately 17 million independent young
business for their insurance needs. Members prefer accessing price quotes
adults, paying 50 percent or more of their living expenses and living in the U.S. The
online or over the phone. For advisory issues, members of the target often
target is both racially and ethnically diverse; one in three considering themselves a
prefer to request help in person or over the phone.
minority. More than 60 percent of the target consists of college students and 56 percent
of them are also working full-time. Known as the “Millennial Generation,” the target
Independent young adults are distinguished from dependents by their
is part of the largest age group since the “Baby Boomers.” There are over 11 million
autonomy and decision making on both insurance and financial services
households that currently include a young adult and an additional 3.3 million where a
products. Almost three times as many young adults who pay for their own
young adult is considered to be the head of the household. The secondary targets are
insurance have switched providers compared to those whose parents pay
“legacy” young adults — those whose parents are State Farm Insurance customers. The
for their insurance. Those who are loyal to State Farm Insurance because of
tertiary targets are parents of the primary, as they are both a direct and indirect influence
their parents are called “legacy” young adults. This group is most likely to
on the selection of an insurance company.
return to using State Farm for the security known from parents’ experience.
Young adults are on a budget and are fiscally
conscious. This target worries about reducing
debt and their careers started. They tend to
GEOGRAPHICS believe that nothing bad will ever happen
to them. This target wants to be considered
adults, yet most have limited experiences.
This will be a nationally distributed campaign with
They are Internet-savvy and prefer to take
special consideration given to the states with the
care of most things online.
highest populations of the 18-25-year-olds: California,
Florida, Illinois, New York, Ohio, Pennsylvania and
Texas. State Farm Insurance is licensed to sell insurance
products in all 50 U.S. states and the Canadian
provinces of Alberta, New Brunswick and Ontario.
THE HIGH SCHOOL GRADUATE THE COLLEGE STUDENT
Alison is 18 years old and lives with her parents. She is about Justin is a 21-year-old student — part of the 60 percent of
to graduate high school and is not interested in learning young adults that attends college. He also works a part-
about spending money to prepare for the unexpected. Alison time job. He is price-sensitive, budgeting his money in
wants to be considered an adult, yet she is unfamiliar with an organized and conscious manner. He is worried about
many of life’s experiences. Her parents are ready to let her accumulating debt paying off his student loans when he
experience this desired independence when she begins to graduates.
attend college and rent her own apartment, though Alison will
then be responsible for more than 50 percent of her living expenses.
THE Non-traditional STUDENT
THE “LEGACY” CUSTOMER Jessica is a 24-year-old nontraditional college student
who is only halfway though her college program. She has
Brett is a 21-year-old college senior whose parents are insured by been working full-time since high school to pay for her
State Farm. When he graduates college, he will be more loyal to college education. Jessica is looking into purchasing her
State Farm Insurance than new prospect independents. He will own insurance policy, since she is no longer covered by her
choose State Farm over a new insurance provider, because his parents’ plan. A local State Farm agent could provide her
parents have had positive experiences with State Farm. with the assistance and security she needs, especially since
she does not have a solid understanding of insurance features.
THE FULL-TIME WORKER THE WORKING PROFESSIONAL
Ronnie is 20 years old and is one of the 17 million independent
young adults responsible for 50 percent or more of their living Ann is 24 years old and is the head of her household; one
expenses. He has developed his mother’s autonomy and of 3.3 million in the U.S. population of young adults. She
decision making with insurance and financial services. Ronnie graduated from college and has a sustainable job, is reducing
moved out of his mother’s house when his graduated high school loan debt and maintaining a successful career. She desires
and got a full-time job. He possesses the working knowledge of the quality of trust and support for her family and is unsure
what he needs to be on his own and is working towards buying of which company would be the best fit.
a new vehicle.
COMPETITIVE Allstate Geico
ANALYSIS BACKGROUND Founded in 1931, Allstate is the
largest publicly held personal insurance line in the U.S.
Allstate provides its products to their customers in a
BACKGROUND Originally the Government
Employees Insurance Company, founders Leo and
Lillian Goodwin set out to establish an insurance
variety of ways including agents, banks, and brokers. In company for U.S. government and military
total, Allstate sells 13 different lines of insurance including personnel. From its inception in 1936, GEICO has
auto, life, and commercial as well as offers services such become the fastest-growing major auto insurance
as banking, retirement and investment options for its provider in the country. In 1995, Warren Buffet and
clients. his investment firm, Berkshire Hathaway, purchased
GEICO stock, making it one of its subsidiaries. This
POSITIONING Allstate’s tagline You’re in Good transition had a profound increase on the amount of
Hands with Allstate gives a very strong platform for GEICO’s advertising, resulting in a large period of
its creative strategy. Its current campaign, Our Stand, growth for the company.
features commercials lead by their spokesperson in real
life events ranging from high school dances to football POSITIONING GEICO often uses humor as
ESURANCE tailgating. The commercials feature straightforward
messages emphasizing the benefits Allstate offers to its
a prominent force behind their advertising. Past
campaigns have used 3-D animation in the form of
Founded in 1998 under the name Sierra Holdings customers and the advantages and savings individuals the GEICO gecko and the GEICO cavemen, using
Inc., Esurance began accepting auto insurance can reap by switching insurance providers. the tagline GEICO: So Easy a Caveman Could Do It.
polices in 1999. Though it is now a private insurer Many of the early advertisements operated under
under the White Mountains Insurance Group, the STRENGTHS Allstate is currently the second leading the tagline 15 Minutes Could Save You 15 percent or
San Francisco-based company employs roughly provider of personal property and casualty insurance in More on Car Insurance.
1,700 workers. In 2008, revenue totaled $826 million the nation. As a result, Allstate holds a strong market
after having spent only $120 million on advertising share within the industry. Recently, the company’s STRENGTHS GEICO offers a wide range
the previous year. Esurance is currently licensed to financial ratings have increased, causing the company’s of products to its customers including auto, life,
sell insurance in 30 U.S. states. Erin Esurance, their credibility to grow within consumers’ minds. Along with overseas, motorcycle, home owner, renters, mobile
animated superhero spokeswoman, was designed to their established credibility, Allstate offers its clients home, flood, umbrella, and boat insurance as well as
contrast an industry that is largely perceived to be a wide selection of products and services which has emergency roadside assistance. This diversification
dry and intimidating. The company also positions expanded their customer reach. helps the insurance provider appeal to a wide group
themselves as being more environmentally conscious of potential consumers.
than their competitors by making statements and WEAKNESSES Allstate’s decision to add additional
payments available online. products to their line has produced negative side WEAKNESSES Using humor in its advertisements
effects, lessening the profits of the company as a whole. has gained brand recognition for GEICO, but the
This, paired with the downturn in the economy, in company’s credibility has not been reinforced. The
2008, resulted in a decrease in Allstate’s policies. With young and fun feel of GEICO may not appeal to all
premiums decreasing, the available budget left for consumers. As a result, they are isolating a segment
advertising is threatened. of their market through this approach.
progressive Safe Auto
BACKGROUND Progressive Mutual Insurance Company was Safe Auto was founded in 1993 and is headquartered
founded in 1937 by Joseph Lewis and Jack Green. Almost two in Columbus, Ohio. The company currently serves
decades later, in 1958, they added Progressive Casualty Company to 14 states and its average ad spending of $60 million
add auto insurance to their products. The Progressive Corporation has made the company’s jingle infamous among
was formed in 1965 and the company went public in 1971. television audiences everywhere. Currently, Safe
Auto’s marketing has been left in the hands of a
POSITIONING Progressive also uses humor as a foundation for fictional Safe Auto worker, Justin Case. Its 1,100
their advertising strategy. Progressive’s spokeswoman, Flo, is a bold, employees man the phones 24 hours daily to help
fun-loving personality who dominates their commercials. During fulfill the company’s consumer promise to be kept
these spots, Progressive gives shape to a virtual shopping experience Legal for Less.
where the consumer is in charge, emphasizing the customization
options available and the affordability that Progressive can offer.
Progressive’s tagline, Now That’s Progressive, highlights their direct-
insurer model which has easy accessibility for consumers.
STRENGTHS Progressive is widely accepted by consumers,
which gives the company a strong position within the auto insurance
industry. Progressive has also lead the market in motorcycle insurance
since 1998. Having strong positions in both markets is a testament
to Progressive’s brand recognition and customer loyalty. In 2008,
Progressive received a patent for the new approach they invented
to handle automotive insurance claims. Customers can now bring
their vehicles to one of Progressive’s claim sites and pick up a rental
vehicle while the representative writes up a quote, schedules repairs
and handles the business end of the insurance claim for the client.
With annual revenue of approximately $21 billion
This process has increased Progressive’s customer satisfaction and
in 2008, Columbus, Ohio’s Nationwide Mutual
overall productivity, giving them a positive stock in consumers minds.
Insurance Company began as the Ohio Farm
Bureau Federation. Nationwide is heavily involved
WEAKNESSES Due to its size, Progressive has difficulty
with the world of American sports. They are
competing with larger businesses. This disadvantage, paired with the
accredited with bringing Columbus’ NHL franchise
poor performance the company showed over the course of 2008,
to town and, afterward, becoming a title sponsor on
may potentially hurt the company’s credibility in the minds of its
the NASCAR Nationwide Series. Nationwide spent
consumers. Lower revenues will eventually decrease the available
a total of $80 million on advertising in 2007, making
them a formidable competitor in the field of agent-
FOCUS GROUPS SURVEYS
Shark Attack conducted five focus groups with participants, aged 18-25, to learn more about their We collected 100 surveys from within the target to gain a
perceptions of State Farm and the insurance industry. Some individuals were knowledgeable about the greater insight of their media consumption, current perceptions
basics of insurance, while others did not have any experience with insurance. Many participants seemed of State Farm Insurance and their competitors. We learned
to rate the top insurance companies by their familiarity with their advertising. Quality and price was more that when advertising auto
important for those who a had a vague knowledge of insurance, usually purchasing insurance insurance, evening television
after conducting research. The participants in our focus groups did however agree that SURVEYS — 100 and promotional giveaways or
auto insurance is necessary; though, a few people believed renters insurance was not. FOCUS GROUPS — 5 sponsorships were the most
ONE-ON-ONE INTE RVIEWS — 25 influential. The most surprising
AGENT INTERVIEW S—3 finding of our survey concerned
One-on-one Interviews CONCEPT TESTS — 2
the preferred structure of
managing auto insurance. 52
percent of respondents preferred
By conducting 25 one-on-one interviews, our team was able to gain a greater insight of the target’s agent-based models, with a local agent managing the account.
current perceptions of State Farm and their familiarity of the insurance industry as a whole. Looking Only 46 percent of the surveyed target preferred the direct-based
outside the target market, Shark Attack also managed to interview career-oriented males and females model, managing their account strictly online or over the phone.
aged 23-28, who may have graduated from college, started a career, and/or family, in order to obtain
information about how they purchased insurance and their thought process while doing so.
AGENT INTERVIEWS RECOGNIZABLE
We conducted three agent interviews to complete our primary research. These interviews were done in
an effort to collect further information about the insurance industry, giving us an additional perspective to
take into account for our campaign. Learning more about the daily business that is conducted between
State Farm Insurance agents and their clients helped our team conceptualize effective advertising. PRACTICAL TRUSTWORTHY
To gauge the target’s response, Shark Attack held concept tests within the various stages of campaign STRUCTURED AFFORDABLE
development. The first phase of concept testing was done while the creative executions were still being
constructed. Using the groups’ feedback, our team made the appropriate revisions and used several
participants’ suggestions in further executions. Testing was also completed once the executions were CUSTOMIZABLE PREMIUM
more concrete, again the suggestions were taken into consideration and final corrections were made.
STATE FARM ALLSTATE GEICO PROGRESSIVE
PROBLEMS & OPPORTUNITIES
Target market is extremely price sensitive. Persuade the target to take action and visit StateFarmStrong.com, where the
available bundle packages and discounts will be featured.
State Farm lacks awareness and recognition within the target market. Highlight State Farm’s experience and history while implementing a humorous
and straightforward advertising campaign that appeals to the target market.
Though agent-based and direct-based model are equally appealing, it is Disseminate through StateFarmStrong.com that State Farm Insurance agents
perceived that agent-based insurance models are at a disadvantage because are available over the course of nights and weekends, altering the current
of the inaccessibility of agents during nights and weekends. perception.
Statistics show that half of young adults switch insurance providers within the State Farm Insurance can increase the awareness of agent-based insurance
first year due to dissatisfaction with service, specifically because the way they benefits and how they strive for their clients not to feel like a number.
were treated and for price concerns. StateFarmStrong.com will give the target information and different options
which potential policy holders can browse through.
The target is not interested in learning about or researching insurance options. State Farm Insurance has the ability to educate its target in an effective
manner that will hopefully build brand recognition and provide a connection
between State Farm Insurance and new clients.
State Farm’s current client base is aging at an accelerated rate. With Keep Goin’ Strong, start to target current 18-25-year-olds, “Echo
Boomers,” who comprise the largest generation since the “Baby Boomers”.
The target has a skeptical perception about where to place their trust in Present information to the target rather than make it their responsibility to
products or services concerning insurance providers. conduct research.
Many insurance companies target the Caucasian majority, when in actuality Construct creative executions which connect with individuals from any
37 percent of the target population is not actually Caucasian. Multicultural cultural or ethnic background.
young adults comprise more of the population which State Farm Insurance is
State Farm’s key competitors offer very similar services and coverage lines. Utilize advertising media that reduces the impact of clutter by competitors’
Many members of the target are reluctant to ask for advice, especially Create a campaign that is friendly and welcoming to new policy holders.
concerning financial problems.
BUSINESS OBJECTIVES TARGET MARKET
State Farm’s overall goal is to gain a fair share of the young adult market by changing the DEMOGRAPHICS Keep Goin’ Strong’s primary target are the
perception of State Farm among young adults, which will then lead to consideration of the approximately 17 million independent young adults currently living in the U.S.
brand and purchase. This group extremely diverse — they are more accepting of other cultures
and lifestyles than the generations before them and are composed of a wider
• To increase consumption and knowledge of State Farm auto and renters insurance within range of ethnicities. 60 percent of the target identify themselves as college
the target 18-25-year-olds. students and 56 percent claim to work full-time. Children of parents who
• To contemporize State Farm Insurance and make the company top-of-mind for are already State Farm Insurance customers are our secondary target, called
18-25-year-olds. “legacies.” These parents have a great deal of influence on the purchase of
• To increase brand recognition and preference over the competition. insurance, making them Keep Goin’ Strong’s tertiary target.
• To increase trust and loyalty with current and prospective policy holders.
• To establish State Farm as the preferred insurance company and maintain its position as PSYCHOGRAPHICS The primary target is driven and technology-
the number one auto insurance provider. savvy. Their youthful demeanor has made them skeptical about putting
too much trust in a particular company. Use of student loans and limited
income has forced many members of the target to spend their earnings
very conservatively and insurance is typically brushed to the bottom of their
priority list. As a result, it’s difficult to engage the target in a discussion about
ADVERTISING OBJECTIVES preparing for the unexpected, especially when money is involved.
The target uses a vary of media channels on a daily basis. Over-saturation
State Farm’s advertising goal is to develop a fully integrated marketing communications
and clutter in advertising has become a serious concern when given the
program to change the perception of State Farm.
challenge of reaching these individuals. Both the primary and secondary
target prefer to conduct insurance-related business online or over the phone.
• COGNITIVE To gain interest and better educate the target about auto and renters
When problems arise, however, they are more prone to call a representative
than dig for answers on untrusted Web sites.
• AFFECTIVE To convince the target that State Farm Insurance is not only an insurance
company, but also a straightforward friend who will encourage consumers to persevere.
GEOGRAPHICS Keep Goin’ Strong is a national campaign with an
• CONATIVE To stimulate the target to choose State Farm Insurance as their auto and
increased emphasis on seven DMAs in California, Florida, Illinois, New York,
renters insurance provider and to eventually become loyal brand consumers.
Ohio, Pennsylvania and Texas. These DMAs have the highest populations of
independent young adults (aged 18-25). State Farm Insurance is one of few
insurers licensed to sell products and cover their clients in all 50 U.S. states.
Life happens. State farm insurance will be there through it all with the friendly service and
security you deserve. With the agent-based program, you are bound to Keep Goin’ Strong.
COMPETITIVE FRAME POSITIONING
KEY COMPETITORS GEICO, Allstate and Progressive State Farm Insurance is currently positioned as the number one auto and
SECONDARY COMPETITORS Esurance, Nationwide and Safe Auto renters insurance company. While most young adults describe State Farm
Insurance as a company, they often see it as an old-fashioned, expensive
State Farm currently leads the market in auto and renters insurance. When it comes to brand for more established adults. These perceptions can make young
the brand’s perception among young adults, however, State Farm Insurance, lags behind adults feel that State Farm Insurance is out of touch with people their
its competitors. Several competitors take advantage of direct-insurer models, which base age and, therefore, not an viable insurance option. The desired consumer
their customer support around call centers the Internet. This indirect approach appeals perception is to be a top-of-mind consideration, to be friendly and to be
to our technology-savvy target. State Farm, on the other hand, along with one of its top straightforward.
competitors, Allstate, believe that agents are an essential part of insurance experience.
These insurance companies practice agent-based management models and focus on Primary research showed that young adults perceive State Farm Insurance
offering a more direct approach by using agents to answer questions and provide advice. to be dated and incompatible with their lifestyle. The target does not
understand the value and guidance that an agent can provide and is
hesitant to initiate personal contact when they are used to doing business
in more impersonal ways. Therefore, positioning State Farm Insurance as
a contemporary and upbeat insurance company will create awareness and
TONE AND MANNER amusement. Keep Goin’ Strong will make State Farm Insurance a top-of-
mind option for young adults.
Executions are shocking and humorous but followed by a strong and uplifting message:
Keep Goin’ Strong. Applying this concepts to the target market will change the perception
of State Farm Insurance among young adults and position the brand in the top of the
The BIG IDEA
Through life’s big and small moments, everyone
Claim Support needs a good neighbor. Whether it’s being hit in
the face, falling down the stairs or your first little
• Be introduced to an agent who will work with you to customize your insurance plan. fender bender, State Farm Insurance will keep
• We will take care of your needs at your level and for a better value.
• We can handle any problem today to keep you going strong.
their customers going. State Farm supports their
• Online convenience and over the phone 24 hours daily. clients during their weak moments, making them
• We make it personal because we have been there. We want you to Keep Goin’ Strong. strong so that no matter what life may throw at
them, State Farm help will them Keep Goin’ Strong.
Reach independent 18-25-year-olds, including Hispanics, African Allocate a large percentage of media spending towards non-traditional
TARGET Americans and Asian Americans responsible for 50 percent or more placements that match the target’s media consumption. Our campaign
of their living expenses. will pair non-traditional media placements with traditional vehicles such as
college newspapers, national magazines and network television.
Implement a national campaign that emphasizes the states that Emphasize media placements within the following states: Texas, Florida,
contain the highest populations of the target markets. Illinois, New York, Ohio, Pennsylvania, and California.
Pay close attention to special events and scheduled media placements
Create a campaign that extends from May 2010 to May 2011,
within the duration of the campaign year, tailoring advertisements
keeping the creative message current with each execution.
Reach approximately 60 percent of our primary target within the first
half of the campaign with an average frequency of four. Reach 30 Place advertisements in a variety of mediums in an attempt to not only
percent of our secondary target and 10 percent of our tertiary target obtain our target reach but also to maintain our desired frequency.
by accounting for media overlap.
Maintain a consistent presence throughout the duration of the
Buy media in a pulsing schedule, advertising in each month with an amount
campaign year with a heightened emphasis during months of special
during peak times.
Reach a target that has become desensitized to advertising efforts in Advertise in new and innovative outlets to effectively gain attention from
over-saturated, cluttered media. our target audience.
$21 million will be budgeted towards media placement with spending
Effectively allocate 53 percent of the total budget toward media broken down as such: $2 million in collegiate newspapers, $4 million in
placements. Internet, $2.5 million in national magazines, $5 million in network television,
$1 million in Web players and $1 million in mobile.
NETWORK VEHICLE LENGTH DAYPART FREQ MONTHS REACH CPP RP CPM TOTAL COST
ABC Desperate Housewives :30 Primetime 8p-11p 5 9 (Sept - May) 13,951,000 $23,171.00 5.6 $9.30 $648,788.00
ABC Grey’s Anatomy :30 Primetime 8p-11p 5 9 (Sept - May) 13,795,000 $23,171.00 5.6 $9.41 $648,788.00
CBS The Big Bang Theory :30 Primetime 8p-11p 5 9 (Sept - May) 12,729,000 $23,171.00 5.8 $10.56 $671,959.00
CBS March Madness :30 Primetime 8p-11p 3 2 (March - Apr) 11,100,000 $23,171.00 6.5 $13.57 $451,834.50
NBC The Office :30 Primetime 8p-11p 5 9 (Sept - May) 5,590,000 $23,171.00 4.2 $17.41 $486,591.00
NBC Sunday Night Football :30 Primetime 8p-11p 3 5 (Sept - Jan) 21,560,000 $23,171.00 9.1 $9.78 $1,054,280.50
FOX Family Guy :30 Primetime 8p-11p 5 9 (Sept - May) 7,382,000 $23,171.00 3.7 $11.61 $428,663.50
FOX House :30 Primetime 8p-11p 5 9 (Sept - May) 3,910,000 $23,171.00 1.5 $8.89 $173,782.50
FOX World Series :30 Primetime 8p-11p 3 2 (Oct - Nov) 7,641,000 $23,171.00 5.8 $17.59 $403,175.40
THE CW America’s Next Top Model :30 Primetime 8p-11p 5 4 (May - Sept) 3,960,000 $23,171.00 1.7 $9.95 $196,953.50
THE CW Vampire Diaries :30 Primetime 8p-11p 5 9 (Sept - May) 4,113,000 $23,171.00 1.8 $10.14 $208,539.00
RATIONALE: Network Television $5,373,354.90
25.59 percent of the media budget was allocated to network television. By broadcasting State
Farm’s Keep Goin’ Strong campaign to a nationally diverse audience, we will increase awareness
within different demographics. Our vehicle selections consist of television programs that target
both males and females. Network television is an excellent way to reach a large percentage of our
target. These 30-second spots will run throughout the length of the campaign year to increase
awareness of State Farm Insurance and to contemporize the brand.
DMA STATION FORMAT DAYPART FREQ LENGTH CUME GRPS CPP COST/SPOT AQH (%) COST
Chicago WGCI-FM Urban M-F 3-7 PM 60 :30 6.5 390 $252.78 $682.50 2.7 $98,584.00
Chicago WKSC-FM CHR M-F 6-10 AM 60 :30 6.7 402 $210.64 $737.25 3.5 $84,677.00
Cleveland WENZ-FM Urban M-F 3-7 PM 60 :30 6.5 390 $252.78 $682.50 2.7 $98,584.00
Cleveland WGAR-FM Country M-F 6-10 AM 60 :30 5.9 354 $210.64 $737.25 3.5 $74,567.00
Houston KHMX-FM Hot AC M-F 6-10 AM 60 :30 3.8 228 $210.64 $737.25 3.5 $48,026.00
Houston KTHT-FM Country M-F 6-10 AM 60 :30 5.9 354 $210.64 $737.25 3.5 $74,567.00
Los Angeles KDAY-FM Urban M-F 3-7 PM 60 :30 6.5 390 $252.78 $682.50 2.7 $98,584.00
Los Angeles KIIS-FM CHR M-F 6-10 AM 60 :30 6.7 402 $210.64 $737.25 3.5 $84,677.00
Miami WLRN-FM AC M-F 6-10 AM 60 :30 5.8 348 $210.64 $737.25 3.5 $73,303.00
Miami WAMR-FM Spanish M-F 6-10 AM 60 :30 3.1 186 $210.64 $737.25 3.5 $39,179.00
New York City WWPR-FM Urban M-F 3-7 PM 60 :30 6.5 390 $252.78 $682.50 2.7 $98,584.00
New York City WXRK-FM Rock M-F 3-7 PM 60 :30 4.5 270 $252.78 $682.50 2.7 $68,251.00
Philadelphia WXTU-FM Country M-F 6-10 AM 60 :30 5.9 354 $210.64 $737.25 3.5 $74,567.00
Philadelphia WIOQ-FM CHR M-F 6-10 AM 60 :30 6.7 390 $210.64 $737.25 3.5 $98,584.00
RATIONALE: Radio $1,114,734
5.31 percent of the media budget was allocated to the top two radio stations in the DMAs with the
highest population of 18-25-year-olds. We chose to utilize radio advertisements to primarily announce
and promote our IMC events. Choosing a morning daypart targets independent young adults on early
commutes to work or school. An evening daypart increases exposure in other segments that may have
been missed by morning advertisements. From hip-hop to country, adult contemporary to Spanish-
language radio, our target will recognize State Farm’s Keep Goin’ Strong campaign as modern and fresh.
Through the radio executions, State Farm Insurance will create awareness of their brand and attract the
target to attend IMC events.
MAGAZINE CIRCULATION INSERTS AD SIZE GRIMPS COST/INSERT CPM COST
Sports Illustrated 3,218,133 5 Full Page/4C 16,090,665 $320,000.00 $99.44 $1,600,000.00
Glamour 2,290,452 5 Full Page/4C 11,452,260 $170,080.00 $74.26 $850,400.00
Shape 1,701,028 5 Full Page/4C 8,505,140 $162,000.00 $95.24 $810,000.00
RATIONALE: Magazine $3,260,400
15.53 percent of the media budget was allocated to national magazines. Magazine insertions are an excellent way to target a national audience and because
of their circulation and extended shelf life. Throughout the year, these advertisements will complement other traditional placements in order to build State
Farm’s brand awareness and work to change the perception of young adults. While the majority of the target does not have yearly magazine subscriptions,
we chose to advertise during special interest months.
RATIONALE: College Newspaper 1,831,649.80
8.72 percent of the media budget was allocated for college newspapers. This category is most effective at reaching the college students who comprise
60 percent of our target. It is estimated that nearly 95 percent of college students read their school newspapers and that there is almost no other print
competitor on college campuses. We chose universities and colleges with the highest enrollment and attempted to reach at least one school in most states.
The placements will coincide with various IMC events happening on and around the respective campuses. In total, we chose to advertise in 50 college
newspapers with 20 full-page, four-color ads.
SCHOOL/ LOCATION OF CAMPUS DMA ENROLLMENT COST/INSERT INSERTIONS TOTAL
Arizona State University - Tempe, AZ Phoenix, AZ 53,298 $2,031.00 20 $40,620.00
Auburn University - Auburn, AL Montgomery, AL 24,602 $1,722.00 20 $34,440.00
Brigham Young University - Salt Lake City, UT Salt Lake City, UT 35,000 $615.00 20 $12,300.00
California State University - Fullerton, CA Los Angeles, CA 37,765 $1,834.80 20 $36,696.00
California State University - Long Beach, CA Los Angeles, CA 34,715 $1,620.00 20 $32,400.00
Colorado State University - Fort Collins, CO Denver, CO 25,000 $976.00 20 $19,520.00
Florida International University - Miami, FL Miami, FL 39,000 $1,161.76 20 $23,235.20
Florida State University - Tallahassee, FL Tallahassee, FL 39,136 $2,588.00 20 $51,760.00
George Mason University - Fairfax, VA Washington, DC 30,714 $1,024.00 20 $20,480.00
Indiana University - Bloomington, IN Indianapolis, IN 38,990 $2,884.32 20 $57,686.40
Iowa State University - Ames, IA Des Moines, IA 28,000 $1,974.00 20 $39,480.00
Kansas State University - Manhattan, KS Topeka, KS 23,000 $2,067.00 20 $41,340.00
Louisiana State University - Baton Rouge, LA Baton Rouge, LA 28,019 $1,167.50 20 $23,350.00
Michigan State University - East Lansing, MI Lansing, MI 46,648 $2,288.00 20 $45,760.00
New York University - New York City New York, NY 54,919 $1,692.71 20 $33,854.20
North Carolina State University - Raleigh, NC Raleigh-Durham, NC 31,000 $1,683.75 20 $33,675.00
Northeastern University - Boston, MA Boston, MA 15,521 $1,435.00 20 $28,700.00
Ohio State University - Columbus, OH Columbus, OH 53,715 $1,438.80 20 $28,776.00
Oklahoma State University - Stillwater, OK Oklahoma City, OK 23,844 $1,326.00 20 $26,520.00
Pennsylvania State University - University Park, PA Johnstown-Altoona, PA 43,998 $2,049.00 20 $40,980.00
Portland State University - Portland, OR Portland, OR 26,587 $1,128.40 20 $22,568.00
Purdue University - West Lafayette, IN Lafayette, IN 40,090 $2,474.04 20 $49,480.80
Rutgers University - New Brunswick, NY New York, NY 52,470 $920.00 20 $18,400.00
University of Arizona - Tucson, AZ Tucson, AZ 38,680 $2,245.50 20 $44,910.00
University of California - Los Angeles Los Angeles, CA 39,650 $3,029.48 20 $60,589.60
University of California - Berkeley, CA San Francisco, CA 35,409 $2,502.00 20 $50,040.00
SCHOOL/ LOCATION OF CAMPUS DMA ENROLLMENT COST/INSERT INSERTIONS TOTAL
University of Colorado - Boulder, CO Denver, CO 32,191 $1,299.00 20 $25,980.00
University of Conneticut - Storrs, CT Hartford, CT 29,383 $1,560.00 20 $31,200.00
University of Florida - Gainesville, FL Gainesville, FL 50,000 $2,715.00 20 $34,300.00
University of Georgia - Athens, GA Atlanta, GA 34,180 $2,256.30 20 $45,126.00
University of Illinois - Champaign, IL Champaign, IL 41,918 $3,151.75 20 $63,035.00
University of Iowa - Cedar Rapids, IA Cedar Rapids, IL 30,000 $4,112.76 20 $82,255.20
University of Kansas - Lawrence, KS Kansas City, MO 30,102 $1,769.40 20 $35,388.00
University of Kentucky - Lexington, KY Lexington, KY 26,913 $1,452.90 20 $29,058.00
University of Minnesota - St. Paul, MN Minneapolis-St. Paul, MN 50,883 $1,778.60 20 $35,572.00
University of Missouri - Columbia, MO Jefferson City, MO 30,200 $1,180.00 20 $23,600.00
University of Nebraska - Lincoln, NE Lincoln, NE 24,100 $2,215.20 20 $44,304.00
University of Nevada - Las Vegas, NV Las Vegas, NV 28,000 $1,560.00 20 $31,200.00
University of New Mexico - Santa Fe, NM Santa Fe, NM 20,864 $1,630.00 20 $32,600.00
University of North Carolina - Chapel Hill, NC Raleigh-Durham, NC 28,567 $2,493.00 20 $49,860.00
University of South Carolina - Columbia, SC Columbia, SC 27,994 $1,452.12 20 $29,042.40
University of South Florida - Tampa, FL Tampa, FL 39,852 $1,200.00 20 $24,000.00
University of Tennessee - Knoxville, TN Knoxville, TN 26,476 $1,656.00 20 $33,120.00
University of Texas - Austin, TX Austin, TX 50,170 $3,657.16 20 $73,143.20
University of Utah - Salt Lake City, UT Salt Lake City, UT 29,284 $2,186.00 20 $43,720.00
University of Washington - Seattle, WA Seattle-Tacoma, WA 42,933 $1,740.00 20 $34,800.00
University of Wisconsin - Madison, WI Madison, WI 42,030 $1,505.20 20 $30,104.00
University of Southern California - Los Angeles Los Angeles, CA 33,500 $1,495.00 20 $29,900.00
Virginia Commonwealth University - Richmond, VA Richmond-Petersburg, VA 32,000 $441.76 20 $8,835.20
Virginia Poly and State University - Blacksburg, VA Roanoke-Lynchburg, VA 30,739 $2,197.28 20 $43,945.60
GRIMPS/ # OF # OF COST/ GROSS COST
LOCATION COST VEHICLE MONTHS COST
MONTH AREAS MONTHS DEVICE IMPRESSIONS MONTH
Cleveland, OH 682,200 10 12 $1,000.00 $120,000.00 Airport Ads 4,500,000 $37,500.00 4 $150,000.00
Chicago, IL 1,822,918 10 12 $1,000.00 $120,000.00 Brand Baseball 50,000 $15,625.00 4 $62,500.00
Los Angeles, CA 2,304,369 10 12 $1,000.00 $120,000.00 Bus Ads 1,000,000 $10,000.00 12 $120,000.00
Miami, FL 1,666,666 10 12 $1,000.00 $120,000.00 Cell Phone Decals 50,000 $25,000.00 4 $100,000.00
New York, NY 1,666,666 10 12 $1,000.00 $120,000.00 Chair Ads 50,000 $15,625.00 4 $62,500.00
Philadelphia, PA 700,000 10 12 $1,000.00 $120,000.00 Grocery Cart Ads 400,000 $10,000.00 12 $120,000.00
Houston, TX 1,500,000 10 12 $1,000.00 $120,000.00 Mall Kiosk Ads 7,450,000 $600,000.00 12 $720,000.00
Atlanta, GA 916,667 10 12 $1,000.00 $120,000.00 Office Clings 1,000,000 $25,000.00 6 $150,000.00
Boston, MA 416,667 10 12 $1,000.00 $120,000.00 Stair Ads 1,000,000 $10,000.00 12 $120,000.00
El Paso, TX 516,000 10 12 $1,000.00 $120,000.00 Toilet Clings 1,000,000 $5,000.00 6 $30,000.00
Las Vegas, NV 1,100,000 10 12 $1,000.00 $120,000.00 Transit Ads 1,000,000 $10,000.00 12 $120,000.00
Milwaukee, WI 600,000 10 12 $1,000.00 $120,000.00
Minneapolis, MN 1,266,700 10 12 $1,000.00 $120,000.00
Tampa, FL 400,000 10 12 $1,000.00 $120,000.00
Wichita, KS 347,000 10 12 $1,000.00 $120,000.00
Memphis, TN 543,000 10 12 $1,000.00 $120,000.00
TOTAL $1,920,000.00 RATIONALE:
RATIONALE: Mobile $1,920,000 8.36 percent of the media budget was allocated
to out-of-home advertising, all considered to be
9.14 percent of the media budget was allocated to mobile advertising, one of non-traditional placements. Keep Goin’ Strong will
the most exciting new mediums in the U.S. today. In the selected seven DMAs, attract the target in an effective and creative way,
the Keep Goin’ Strong campaign will place mobile Bluetooth devices in public using uncluttered mediums to invoke humor and
places such as shopping malls, bars and transit stations. express the big idea in a creative, fresh way.
VEHICLE SHOW LENGTH # OF EPISODES IMPRESSIONS CPM COST
ABC.com Grey's Anatomy :15 15 200,000 800,000 $23.00 $4,600.00 $69,000.00
Desperate Housewives :15 15 200,000 800,000 $23.00 $4,600.00 $69,000.00
CBS.com The Big Bang Theory :15 15 200,000 800,000 $19.00 $3,800.00 $57,000.00
How I Met Your Mother :15 15 200,000 800,000 $19.00 $3,800.00 $57,000.00
CWTV.com Gossip Girls :15 15 200,000 800,000 $15.00 $3,000.00 $45,000.00
Vampire Diaries :15 8 200,000 800,000 $15.00 $3,000.00 $24,000.00
FOX.com Family Guy :15 15 200,000 800,000 $20.00 $4,000.00 $60,000.00
House :15 15 200,000 800,000 $21.00 $4,100.00 $63,000.00
NBC.com The Office :15 15 200,000 800,000 $23.00 $4,600.00 $69,000.00
Heroes :15 15 200,000 800,000 $17.00 $3,400.00 $51,000.00
RATIONALE: Web Players
2.69 percent of the media budget was allocated to
Web players. These efficient, far reaching placements
will appear on the NBC, ABC, CBS, CWTV, and FOX
Web sites and will be shown to viewers of the target’s
most popular shows.