The creative campaign centers around a fictional State Farm agent named Alan who helps solve problems for young adults in humorous scenarios. The campaign utilizes the song "Generation Now" and positions State Farm as understanding today's always-connected young adults. Print and television ads will feature three lighthearted stories where Alan prevents stolen property, flooding damage, and more to convey State Farm's protection and personalized agent services.
Free report exploring answers to how mind mapping impacts human potential by Chuck Frey, author of the Mind Mapping Software Blog http://mindmappingsoftwareblog.com/ and publisher of InnovationTools.com, http://www.innovationtools.com/ the world‘s largest and most trusted innovation website
Chuck’s original Blog Post regarding the report can be viewed here: New report: How does mind mapping impact human potential? http://mindmappingsoftwareblog.com/report-mind-mapping-human-potential/
Social media is growing rapidly and having a significant impact on consumer behavior and marketing. Brands must start listening on social media to understand their markets and develop social media strategies to achieve business goals. An effective strategy requires coordinating brand efforts, creating engaging content, selecting appropriate platforms, and using tools to manage social branding. Business objectives for social media could include increasing brand adoption, supporting customer service, conducting research, and growing brand awareness.
The Ultimate Digital Campaign - Client/Agency relationIsabelle Dumortier
This document provides guidance on developing an effective digital marketing campaign. It discusses identifying target audiences and objectives, developing a strategic concept and communication goals, choosing appropriate social media channels and content mix, and setting measurable goals. Key steps include understanding the audience's interests and behaviors, crafting a clear value proposition, and delivering relevant content at different stages of the customer journey through search engine optimization, storytelling, social media, and lead generation. Metrics should track community growth, engagement, and goal achievement to evaluate success.
The document discusses various quotes about leadership, management, and organizational change. Gary Hamel argues that the top of organizations have the least diversity and are most resistant to change. Peter Drucker says organizations must prepare to abandon what they currently do. Another quote suggests that 90% of management makes it difficult for people to get things done.
NAM is a UK-based charity that provides independent and accurate information on HIV/AIDS. It aims to educate patients, healthcare professionals, and the public. NAM maintains an extensive website with HIV/AIDS news, research, treatment information and resources. It also distributes information through publications and conferences. While NAM plays an important role in HIV/AIDS information and support, it remains a small organization with limited resources and visibility. It relies on fundraising and partnerships to continue its operations.
Este documento describe cuatro tipos de gestión de la comunicación en las empresas: descentralizada, centralizada, semi concentrada y tribal. También presenta tres perfiles clave en la comunicación digital de una organización: el chief listening officer, el community manager y el social strategist. Explica que el director de comunicaciones se encarga de la planificación y gestión de actividades relacionadas con la imagen pública y comunicación interna de una compañía.
The document provides details about a proposed integrated marketing campaign by Sphinx Advertising for State Farm Insurance targeting men and women aged 18-25. The campaign, called "Community Square," has four main touchpoints: 1) Building State Farm's image through television, billboards, and print advertising. 2) Sponsoring FIFA World Cup matches. 3) Engaging audiences through social media platforms. 4) Conducting philanthropic activities for public relations purposes. The goal is to position State Farm as part of young adults' social conversations and an accessible, dependable brand they can trust. Television, billboards, and sponsorships will initially raise awareness, while social media and philanthropy aim to foster engagement and relationships.
Free report exploring answers to how mind mapping impacts human potential by Chuck Frey, author of the Mind Mapping Software Blog http://mindmappingsoftwareblog.com/ and publisher of InnovationTools.com, http://www.innovationtools.com/ the world‘s largest and most trusted innovation website
Chuck’s original Blog Post regarding the report can be viewed here: New report: How does mind mapping impact human potential? http://mindmappingsoftwareblog.com/report-mind-mapping-human-potential/
Social media is growing rapidly and having a significant impact on consumer behavior and marketing. Brands must start listening on social media to understand their markets and develop social media strategies to achieve business goals. An effective strategy requires coordinating brand efforts, creating engaging content, selecting appropriate platforms, and using tools to manage social branding. Business objectives for social media could include increasing brand adoption, supporting customer service, conducting research, and growing brand awareness.
The Ultimate Digital Campaign - Client/Agency relationIsabelle Dumortier
This document provides guidance on developing an effective digital marketing campaign. It discusses identifying target audiences and objectives, developing a strategic concept and communication goals, choosing appropriate social media channels and content mix, and setting measurable goals. Key steps include understanding the audience's interests and behaviors, crafting a clear value proposition, and delivering relevant content at different stages of the customer journey through search engine optimization, storytelling, social media, and lead generation. Metrics should track community growth, engagement, and goal achievement to evaluate success.
The document discusses various quotes about leadership, management, and organizational change. Gary Hamel argues that the top of organizations have the least diversity and are most resistant to change. Peter Drucker says organizations must prepare to abandon what they currently do. Another quote suggests that 90% of management makes it difficult for people to get things done.
NAM is a UK-based charity that provides independent and accurate information on HIV/AIDS. It aims to educate patients, healthcare professionals, and the public. NAM maintains an extensive website with HIV/AIDS news, research, treatment information and resources. It also distributes information through publications and conferences. While NAM plays an important role in HIV/AIDS information and support, it remains a small organization with limited resources and visibility. It relies on fundraising and partnerships to continue its operations.
Este documento describe cuatro tipos de gestión de la comunicación en las empresas: descentralizada, centralizada, semi concentrada y tribal. También presenta tres perfiles clave en la comunicación digital de una organización: el chief listening officer, el community manager y el social strategist. Explica que el director de comunicaciones se encarga de la planificación y gestión de actividades relacionadas con la imagen pública y comunicación interna de una compañía.
The document provides details about a proposed integrated marketing campaign by Sphinx Advertising for State Farm Insurance targeting men and women aged 18-25. The campaign, called "Community Square," has four main touchpoints: 1) Building State Farm's image through television, billboards, and print advertising. 2) Sponsoring FIFA World Cup matches. 3) Engaging audiences through social media platforms. 4) Conducting philanthropic activities for public relations purposes. The goal is to position State Farm as part of young adults' social conversations and an accessible, dependable brand they can trust. Television, billboards, and sponsorships will initially raise awareness, while social media and philanthropy aim to foster engagement and relationships.
Nivea realized it needed a better way to generate consumer insights from the large amount of data it collects. It developed a proprietary method where brand managers participate in workshops facilitated by Idealisti to distill insights. The workshops lead managers through analyzing relevant data to developing a deep understanding of consumer needs and formulating insights. The insights are then used by Nivea's central strategic unit to develop products and marketing initiatives years in advance. The process has proven effective at translating corporate data into useful consumer insights.
Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
Rachel Spoont welcomes readers to her book which provides an overview of her background and interests as well as a list of organizations and topics that will be discussed further in the book. The document then provides summaries of Rachel's work with four clients - NYSERDA, Vera House, Fooz Kids, and BrioschiKids. For each client, it outlines the unique problem, Rachel's research approach, target audience, insights gained, and deliverables created. It also notes an interesting fact about Rachel's work with each client.
In Brian's new book, he outlines therising threat of Digital Darwinism, thephenomenon that affects organizationswhen technology and society evolvefaster than the ability to adapt. It's morethan social media. It's the confluenceof disruptive technology and theevolution of consumer behavior. Briandepicts how leadership can surviveDigital Darwinism by understandingcustomer and employee behavior,their expectations, and how it differsfrom traditional consumers of the past.He reviews disruptive technology,innovative business models, and newopportunities. He also demonstratesbest practices and methodologies toalign the organization with a commonand meaningful vision and strategy, andshared objectives.
This information graphic from the British Medical Association illustrates the high costs of smoking to individuals. It shows that smokers spend vast amounts of money on tobacco that could otherwise be used for more productive purposes like food or investments. The graphic maps the cost of a pack of cigarettes in different countries, ranging from over $5 per pack in countries like Iceland and Norway to under $1 in some Eastern European nations. By visualizing these costs on a map, the graphic highlights the financial burden of smoking in an engaging way.
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
The document discusses the importance of having a serious social media strategy rather than just a casual presence. It argues that if an organization needs to be convinced they need a strategy, they are not ready. It also discusses how social media audiences are networked and influenced by each other, not just individuals. Finally, it provides examples of key elements a social strategy could include, such as defining employee social media policies, using tools to listen and engage audiences, and measuring results to optimize over time. The strategy framework emphasizes understanding target audiences and having a meaningful social brand purpose.
The document provides guidance on developing an evaluation strategy for communications. It stresses the importance of first determining what aspect of communications will be evaluated, as evaluating all aspects would be too broad in scope. Examples given include evaluating a strategic initiative, tactical effort, or specific media. The document also emphasizes defining a clear goal for communications to support, as the goal will help determine the evaluation approach. The goal represents the long-term desired outcome or change. With a focused area to evaluate and a defined goal, an organization can then develop an effective evaluation strategy.
This document provides an overview of the history and roles of account planning. It discusses:
- The origins of account planning in the 1960s by Stephen King and Stanley Pollitt who sought to incorporate more consumer research and insights into advertising development.
- How the term "account planning" was coined by Tony Stead to describe a hybrid role combining aspects of media planning and marketing.
- The various roles an account planner may take on, including data analyst, information gatherer, strategic thinker, insight miner, and writer of the creative brief.
This document provides information about Spark Creativity Consulting, a firm that offers organization development and capacity building services for creative sector organizations. The firm's services include organizational assessment and program evaluation, knowledge and process management, strategic planning, mission and vision development, and workshops on topics like effective program evaluation, guerrilla outreach and marketing, dreaming up sustainable programs, and the power of partnerships and collaboration. Contact information is provided for Jessica Solomon, founder of Spark Creativity Consulting.
Online Co-Creation to Accelerate Marketing & Innovationeÿeka
Online Co-creation to Accelerate Marketing and Innovation, a whitepaper written by eYeka with renown experts in the field of marketing and innovation.
Download this document (as well as other whitepapers and case studies) for free at http://en.eyeka.net/our-works
This document discusses how companies can adopt the ethos of social media in their customer engagement strategies. It outlines that social media has become mainstream in Australia, with users spending many hours per month on sites. While companies recognize the marketing opportunity, most struggle to incorporate social media strategically. The document advocates adopting the ethos of social media - transparency, genuineness, relevance and proximity. It provides a three-phase methodology for companies to develop social media capabilities and opportunities in line with this ethos.
The document discusses Isobar's approach to connecting people, brands, and digital experiences. It provides an overview of Isobar's global network and capabilities in creative services, performance marketing, and pioneering new digital solutions. Isobar aims to extend and enrich brand stories through consumer engagement and make experiences shareable, searchable, and measurable across different platforms and screens.
This document provides an overview of a company that specializes in social engineering and change management. They apply techniques from fields like social media, marketing, organizational development, and education to better understand people and influence outcomes. The company has extensive experience in digital communications dating back to the early internet. They help clients by analyzing social capital and developing neurographic profiles to effectively communicate and drive collective action. Their dynamic agency model provides specialized resources globally to meet client needs.
The document discusses Acxiom's Relevance-XTM Social, which allows marketers to leverage social media data to target influential customers and drive word-of-mouth marketing. It analyzes consumer behavior on social networks and how Acxiom can help marketers identify influential users to reach their optimal targets through social relationships and conversations. The solution provides features like targeting VIP programs, gathering customer insights, and reactivating inactive customers.
The social web, and how to monetise it new 21 6-11nick tadd
This document discusses how to monetize social media. It defines social media as activities that integrate technology, social interaction, and user-generated content. Businesses refer to social media as consumer-generated media. The key is understanding users' intent in order to pipe searches and conversations back to products and services. To monetize social media, one needs a method of understanding and influencing intent within conversations. The conclusion is that businesses should be part of online conversations by understanding intent in order to gain traction and add value for users.
The document discusses the frustrations felt by consumers, brand owners, creative agencies, and market research agencies due to disconnected processes. It proposes co-creation through online community panels as a way to overcome barriers and put consumer inspiration at the heart of the creative process. An example of a project with Colgate Palmolive in Vietnam is provided, where the online panel allowed exploration of consumer motivations and validation of creative elements over several weeks of iterative work, leading to a locally relevant campaign. Co-creation is posited as key to overcoming systemic issues and improving the creativity and effectiveness of executions.
The science behind persuasive design: Capturing the emotional triggers that ...Kath Straub
Today, interactions with prospective customers start on the web. This means to be useful, a website must be more than usable. It must also be engaging and persuasive, like a charismatic salesman.
Persuasive designs do not „just happen“. They are derived through rigorous research identifying the emotional triggers that drive a customer to commit or fears that hinder a customer from acting.
Once key emotional responses are understood, organizations can develop content and messaging strategies which employ principles of social psychology to amplifying customers motivations and minimize their concerns.
By extending the traditional usability methods into the domains of emotional response and human decision making, designers can create content that transform exploration into commitment.
LinkedIn for Your Job Search June 17, 2024Bruce Bennett
This webinar helps you understand and navigate your way through LinkedIn. Topics covered include learning the many elements of your profile, populating your work experience history, and understanding why a profile is more than just a resume. You will be able to identify the different features available on LinkedIn and where to focus your attention. We will teach how to create a job search agent on LinkedIn and explore job applications on LinkedIn.
Nivea realized it needed a better way to generate consumer insights from the large amount of data it collects. It developed a proprietary method where brand managers participate in workshops facilitated by Idealisti to distill insights. The workshops lead managers through analyzing relevant data to developing a deep understanding of consumer needs and formulating insights. The insights are then used by Nivea's central strategic unit to develop products and marketing initiatives years in advance. The process has proven effective at translating corporate data into useful consumer insights.
Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
Rachel Spoont welcomes readers to her book which provides an overview of her background and interests as well as a list of organizations and topics that will be discussed further in the book. The document then provides summaries of Rachel's work with four clients - NYSERDA, Vera House, Fooz Kids, and BrioschiKids. For each client, it outlines the unique problem, Rachel's research approach, target audience, insights gained, and deliverables created. It also notes an interesting fact about Rachel's work with each client.
In Brian's new book, he outlines therising threat of Digital Darwinism, thephenomenon that affects organizationswhen technology and society evolvefaster than the ability to adapt. It's morethan social media. It's the confluenceof disruptive technology and theevolution of consumer behavior. Briandepicts how leadership can surviveDigital Darwinism by understandingcustomer and employee behavior,their expectations, and how it differsfrom traditional consumers of the past.He reviews disruptive technology,innovative business models, and newopportunities. He also demonstratesbest practices and methodologies toalign the organization with a commonand meaningful vision and strategy, andshared objectives.
This information graphic from the British Medical Association illustrates the high costs of smoking to individuals. It shows that smokers spend vast amounts of money on tobacco that could otherwise be used for more productive purposes like food or investments. The graphic maps the cost of a pack of cigarettes in different countries, ranging from over $5 per pack in countries like Iceland and Norway to under $1 in some Eastern European nations. By visualizing these costs on a map, the graphic highlights the financial burden of smoking in an engaging way.
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
The document discusses the importance of having a serious social media strategy rather than just a casual presence. It argues that if an organization needs to be convinced they need a strategy, they are not ready. It also discusses how social media audiences are networked and influenced by each other, not just individuals. Finally, it provides examples of key elements a social strategy could include, such as defining employee social media policies, using tools to listen and engage audiences, and measuring results to optimize over time. The strategy framework emphasizes understanding target audiences and having a meaningful social brand purpose.
The document provides guidance on developing an evaluation strategy for communications. It stresses the importance of first determining what aspect of communications will be evaluated, as evaluating all aspects would be too broad in scope. Examples given include evaluating a strategic initiative, tactical effort, or specific media. The document also emphasizes defining a clear goal for communications to support, as the goal will help determine the evaluation approach. The goal represents the long-term desired outcome or change. With a focused area to evaluate and a defined goal, an organization can then develop an effective evaluation strategy.
This document provides an overview of the history and roles of account planning. It discusses:
- The origins of account planning in the 1960s by Stephen King and Stanley Pollitt who sought to incorporate more consumer research and insights into advertising development.
- How the term "account planning" was coined by Tony Stead to describe a hybrid role combining aspects of media planning and marketing.
- The various roles an account planner may take on, including data analyst, information gatherer, strategic thinker, insight miner, and writer of the creative brief.
This document provides information about Spark Creativity Consulting, a firm that offers organization development and capacity building services for creative sector organizations. The firm's services include organizational assessment and program evaluation, knowledge and process management, strategic planning, mission and vision development, and workshops on topics like effective program evaluation, guerrilla outreach and marketing, dreaming up sustainable programs, and the power of partnerships and collaboration. Contact information is provided for Jessica Solomon, founder of Spark Creativity Consulting.
Online Co-Creation to Accelerate Marketing & Innovationeÿeka
Online Co-creation to Accelerate Marketing and Innovation, a whitepaper written by eYeka with renown experts in the field of marketing and innovation.
Download this document (as well as other whitepapers and case studies) for free at http://en.eyeka.net/our-works
This document discusses how companies can adopt the ethos of social media in their customer engagement strategies. It outlines that social media has become mainstream in Australia, with users spending many hours per month on sites. While companies recognize the marketing opportunity, most struggle to incorporate social media strategically. The document advocates adopting the ethos of social media - transparency, genuineness, relevance and proximity. It provides a three-phase methodology for companies to develop social media capabilities and opportunities in line with this ethos.
The document discusses Isobar's approach to connecting people, brands, and digital experiences. It provides an overview of Isobar's global network and capabilities in creative services, performance marketing, and pioneering new digital solutions. Isobar aims to extend and enrich brand stories through consumer engagement and make experiences shareable, searchable, and measurable across different platforms and screens.
This document provides an overview of a company that specializes in social engineering and change management. They apply techniques from fields like social media, marketing, organizational development, and education to better understand people and influence outcomes. The company has extensive experience in digital communications dating back to the early internet. They help clients by analyzing social capital and developing neurographic profiles to effectively communicate and drive collective action. Their dynamic agency model provides specialized resources globally to meet client needs.
The document discusses Acxiom's Relevance-XTM Social, which allows marketers to leverage social media data to target influential customers and drive word-of-mouth marketing. It analyzes consumer behavior on social networks and how Acxiom can help marketers identify influential users to reach their optimal targets through social relationships and conversations. The solution provides features like targeting VIP programs, gathering customer insights, and reactivating inactive customers.
The social web, and how to monetise it new 21 6-11nick tadd
This document discusses how to monetize social media. It defines social media as activities that integrate technology, social interaction, and user-generated content. Businesses refer to social media as consumer-generated media. The key is understanding users' intent in order to pipe searches and conversations back to products and services. To monetize social media, one needs a method of understanding and influencing intent within conversations. The conclusion is that businesses should be part of online conversations by understanding intent in order to gain traction and add value for users.
The document discusses the frustrations felt by consumers, brand owners, creative agencies, and market research agencies due to disconnected processes. It proposes co-creation through online community panels as a way to overcome barriers and put consumer inspiration at the heart of the creative process. An example of a project with Colgate Palmolive in Vietnam is provided, where the online panel allowed exploration of consumer motivations and validation of creative elements over several weeks of iterative work, leading to a locally relevant campaign. Co-creation is posited as key to overcoming systemic issues and improving the creativity and effectiveness of executions.
The science behind persuasive design: Capturing the emotional triggers that ...Kath Straub
Today, interactions with prospective customers start on the web. This means to be useful, a website must be more than usable. It must also be engaging and persuasive, like a charismatic salesman.
Persuasive designs do not „just happen“. They are derived through rigorous research identifying the emotional triggers that drive a customer to commit or fears that hinder a customer from acting.
Once key emotional responses are understood, organizations can develop content and messaging strategies which employ principles of social psychology to amplifying customers motivations and minimize their concerns.
By extending the traditional usability methods into the domains of emotional response and human decision making, designers can create content that transform exploration into commitment.
LinkedIn for Your Job Search June 17, 2024Bruce Bennett
This webinar helps you understand and navigate your way through LinkedIn. Topics covered include learning the many elements of your profile, populating your work experience history, and understanding why a profile is more than just a resume. You will be able to identify the different features available on LinkedIn and where to focus your attention. We will teach how to create a job search agent on LinkedIn and explore job applications on LinkedIn.
Learnings from Successful Jobs SearchersBruce Bennett
Are you interested to know what actions help in a job search? This webinar is the summary of several individuals who discussed their job search journey for others to follow. You will learn there are common actions that helped them succeed in their quest for gainful employment.
We recently hosted the much-anticipated Community Skill Builders Workshop during our June online meeting. This event was a culmination of six months of listening to your feedback and crafting solutions to better support your PMI journey. Here’s a look back at what happened and the exciting developments that emerged from our collaborative efforts.
A Gathering of Minds
We were thrilled to see a diverse group of attendees, including local certified PMI trainers and both new and experienced members eager to contribute their perspectives. The workshop was structured into three dynamic discussion sessions, each led by our dedicated membership advocates.
Key Takeaways and Future Directions
The insights and feedback gathered from these discussions were invaluable. Here are some of the key takeaways and the steps we are taking to address them:
• Enhanced Resource Accessibility: We are working on a new, user-friendly resource page that will make it easier for members to access training materials and real-world application guides.
• Structured Mentorship Program: Plans are underway to launch a mentorship program that will connect members with experienced professionals for guidance and support.
• Increased Networking Opportunities: Expect to see more frequent and varied networking events, both virtual and in-person, to help you build connections and foster a sense of community.
Moving Forward
We are committed to turning your feedback into actionable solutions that enhance your PMI journey. This workshop was just the beginning. By actively participating and sharing your experiences, you have helped shape the future of our Chapter’s offerings.
Thank you to everyone who attended and contributed to the success of the Community Skill Builders Workshop. Your engagement and enthusiasm are what make our Chapter strong and vibrant. Stay tuned for updates on the new initiatives and opportunities to get involved. Together, we are building a community that supports and empowers each other on our PMI journeys.
Stay connected, stay engaged, and let’s continue to grow together!
About PMI Silver Spring Chapter
We are a branch of the Project Management Institute. We offer a platform for project management professionals in Silver Spring, MD, and the DC/Baltimore metro area. Monthly meetings facilitate networking, knowledge sharing, and professional development. For more, visit pmissc.org.
Joyce M Sullivan, Founder & CEO of SocMediaFin, Inc. shares her "Five Questions - The Story of You", "Reflections - What Matters to You?" and "The Three Circle Exercise" to guide those evaluating what their next move may be in their careers.
Khushi Saini, An Intern from The Sparks Foundationkhushisaini0924
This is my first task as an Talent Acquisition(Human resources) Intern in The Sparks Foundation on Recruitment, article and posts.
I invitr everyone to look into my work and provide me a quick feedback.
3. Eggiweg Creative Executive Summary
“W ed.”
he Hatch
re Ideas Are
C aptivating hearts. Enlightening
minds. Stimulating responses. All
Eggiweg Creative is mindful of
how communication methods have
of these elements are part of the changed throughout the years. The
substantive and unique integrated media is constantly evolving, and
marketing communications campaign Eggiweg Creative has developed a
ALISON REID VANESSA ABIVA produced by Eggiweg Creative. cutting edge, integrated marketing
Account Supervisor Creative Director communications campaign to mirror
Account Executive Copy Editor
In fact, our agency made sure to this change. The integrated media
delve into the minds and hearts of plan that we created is in harmony
18-25 year olds by conducting our with the cutting edge, tech-savvy
own research through agency drawn target audience who crave instant
surveys and detailed investigation. gratification. Young Adults want
Through this research, we uncovered information NOW, entertainment
the uniqueness of this age group and NOW, and services NOW.
how to effectively communicate with
them to ultimately create a response. Turn the page to discover a new
communication experience that will
The Situation Analysis on the give State Farm Insurance everything
AMY DONECHO MARTI MALLOY JULIE HOCK
Research Director Media Director Sales Promotion Director following page features a snapshot of that they need and more.
Business Manager State Farm Insurance, as well as the
opportunities and challenges that the
company faces among its competitors. Sincerely,
creative
JOREEN BONES JENNY NGO VANESSA DIAZ
Photography Director Art Director Production Manager
Public Relations Director Copywriter
4 Eggiweg Creative State Farm Campaign 5
4. Situational Analysis
OVERVIEW
State Farm has been the leading
auto insurer in the United States
since 1942, insuring 1 out of every 4
cars and maintaining over 40 million
drivers. State Farm is also number one
in Renters Insurance and is looking to
increase their market share of Young
Adults, ages 18-25. In the company’s
business model, the agent plays a
crucial role in customer relations.
State Farm’s vision for the future is
to be the customer’s first and best
choice in the products and services
it provides. “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.”
COMPETITION CURRENT ADVERTISING TARGET MARKET OVERVIEW OF SALES PRODUCT EVALUATION
State Farm ranks first in the auto State Farm’s “Now What?” campaign The 18-25 year-old demographic PROMOTION State Farm offers Auto Insurance, as
insurance market with a 17.6% was interactive, humorous, and currently encompasses approximately State Farm’s media plan is designed well as Renters Insurance. State Farm
share. Allstate (11.3%), Progressive focused on real-life situations. 33 million people. State Farm defines to bring the communication strategy is number one in Renters Insurance
(7.5%), Geico (6.9%), Farmers (5%), In addition to relevant insurance the Young Adult opportunity as to life, considering both mass media and remains very successful. A
Nationwide (4.7%), and USAA (3.6%) information, the NowWhat.com site Independent Young Adults. Only and non-traditional tactics. In the poll done in 2006 by the Insurance
follow. also tapped into a key passion of about 17 million Young Adults are past, State Farm has offered their Research Council found that “96%
Young Adults; music was integrated actually independent. Over 60% are customers unique promotions, such of homeowners had Homeowners
in order to create a relevant, engaging college students; 56% also work as free music downloads, videos, and Insurance, while only 43% of renters
connection and unique experience. full-time. Of those who pay for their exclusive behind-the-scene footage had Renters Insurance.”
This campaign appeared in local music own insurance, 32% have switched from concerts.
festivals and concerts. The site was insurance providers. According to
a source to download free music and Business Week, “State Farm’s Young
view videos, backstage interviews Adults are very multicultural with one
with their favorite bands, and in three considering themselves not
exclusive concert footage. Television Caucasian.”
commercials ran on networks like
MTV, VH1, and Adult Swim.
6 Eggiweg Creative State Farm Campaign 7
5. Marketing Advertising
OBJECTIVES STRATEGIES OBJECTIVE
1. Gain the Young Adult market, 1. Create an integrated marketing Advertising aims to gain new policy
ages 18-25, through a national communications campaign holders, while retaining old policy
campaign that is consistent with between May 2010 and May holders, to stimulate inquiry through
the brand personality. 2011 that will effectively reach, relevant message content.
2. Utilize the $40 million budget persuade, and inform the Young
effectively. Adults of State Farm’s Auto and STRATEGY
3. Design the campaign with the Renters policies. The advertising campaign
Young Adult audience in mind 2. Move beyond the “Now What?” communicates State Farm’s key
and change the perception of the campaign by using strong, benefits by:
company, so they will consider the branded communications. 1. Advertising nationally
brand. 3. Stay loyal and consistent with 2. Conveying brand personality
4. Penetrate the market of 33 million State Farm’s brand tone and to the target market through
Young Adults, specifically the “Good Neighbor” personality. strategically placed media outlets
17 million who are independent, 4. Design a national campaign with
through a campaign that the Young Adult audience in mind. The campaign will ultimately inform
persuades the purchase of both and convince the target market that
Auto and Renters Insurance. they need Auto and Renters Insurance,
5. Retain the Young Adults whose and State Farm is the best choice.
households have State Farm
policies.
6. Create loyal and lifelong
customers through the alteration
of brand perceptions
7. Move beyond the previous “Now
What?” campaign through various
marketing tools.
8 Eggiweg Creative State Farm Campaign 9
6. Creative Platform
THE BIG IDEA TONE & MANNER All advertisements will provide a
The creative will focus on the Young web address to a microsite, which
State Farm Insurance for Adult demographic, while retaining connects to State Farm’s social
Generation NOW. the brand personality of: “Like a Good networking pages. By concentrating
Neighbor, State Farm is there.” The on the brand’s image and its relevancy
The creative will be humourous, yet creative will illustrate State Farm’s to the target market, Young Adults
trustworthy and knowledgeable. long-time slogan by featuring a can begin to build brand preference
Advertisements will evoke a personal agent who acts as a “Good and position State Farm as a “cool”
sense of community, belonging, Neighbor,” stepping in to protect insurance company that understands
and security in a series of quirky, against stolen and damaged property. the needs of their generation.
yet relatable, problem-solution For brand resonance in the mind of the
scenarios. All advertisements will consumers, the agent will wear the
refer to the technologically-connected red and white colors of State Farm.
“Generation NOW,” in reference to Price will not be mentioned as a way
the song of the same title by the to differentiate from competitors’
Black Eyed Peas. Television and radio campaigns and shift the focus away
commercials will play the song, while from State Farm’s higher prices.
print advertisements showcase the Instead, the advertising campaign will
“Generation NOW.” The campaign reach beyond the direct consumer
will be led by Alan the Agent - both a benefit of having insurance and focus
member of “Generation NOW” and a on the perks that an on-call, personal
CREATIVE STRATEGY OBJECTIVES TARGET AUDIENCE
State Farm representative - who saves agent brings to customers even in
ALTERNATIVES 1. Stimulate inquiry of the brand’s Independent Young Adults, ages 18-25
the day and leads the generation in the Digital Age, an age where almost
1. Repositioning - alter brand products and services among the making great choices. anything - but in-person help - can be
perceptions in the minds of the target market. KEY CONSUMER BENEFITS
found online.
target market by showing that 2. Break the ice on the topic of Auto 1. Primary attributes - Auto and
State Farm understands their and Renters Insurance through a Renters Insurance with personal
generation and that having a song that speaks directly to their agents, who help when you’re in
personal insurance agent has its generation. need.
benefits. 3. Project personality of the “Good 2. Secondary attributes - Sense of
2. Resonance - demonstrate Neighbor” image through the security and belonging
relevancy and meaning through featured State Farm agent.
generational music, while 4. Sustain preference as the top- SUPPORT
projecting the idea that agents of-mind choice for Auto and Auto Insurance and Renters Insurance
and everyday neighbors are Renters Insurance among Legacy can heighten an individual’s sense of
standing by to help policy holders Young Adults, while creating security, and State Farm can provide
fix their unexpected problems. similar preference in the minds of these policies. State Farm is a well-
prospective Independent Young established and trusted company.
Adults. As research shows, branding the
company as being “cool” can be
enough of a reason for the target
demographic to believe in its benefits.
10 Eggiweg Creative State Farm Campaign 11
7. Creative Platform continued Print
EXCLUSIVE VALUES CARRIERS OF MEANING VALS (VALUES & LIFESTYLES) “STEAL”
Created difference from competitors These will be maximized through (1) There are an estimated 33 million
through brand personality bold, high contrast colors, (2) edgy Young Adults, ages 18-25; 17
photos, logos, trademarks, and other million of them are considered
BASIC HUMAN APPEALS symbols, (3) strong, straight-to-the- “independent.” Young Adults value
1. Convenience of having insurance point words, and (4) quick and sudden their independence, freedom of
and a personal agent motions. choice, and free thinking, though they
2. Social want and need to belong to are heavily influenced by their friends
a generation SUFFERING POINT and peers. They say that they don’t
3. Family through a sense of Uninsured stolen or damaged property. like to be labeled and categorized,
community In general, it’s risky and inconvenient yet they all crave a certain sense of “BATHTUB”
4. Mental stimulation of images to lack insurance, but it can also belonging in the world.
5. Recreation without boundaries be illegal in some states, such as
6. Health and well-being protected California where drivers are required Young Adults can be especially price
to have Auto Insurance. sensitive and budget conscious. If
they don’t see an immediate benefit
“PARTY”
to a product or service, they won’t
buy it. They don’t invest in the
HEY MISS SOCIALITE,
DRIVE AWAY. We know that your car, phone,
unexpected, which makes it difficult
& other prized possessions are important.
to sell insurance policies to their
demographic. Young Adults are STATE FARM INSURANCE for Generation NOW
always on-the-go and tuned into statefarm.com/generationNOW
technology’s latest trends. They social
network, text message, listen to music
players, upload pictures and videos
online, and watch television shows
online. They try to tune out advertising
and media messages that are not HEY MR. BUSY BEE,
entertaining or engaging. Growing RELAX. We cover Renters! Ask an agent
up in the Digital Age has made them about our affordable policies.
quite impatient; they want quick and
easy, instant gratification. STATE FARM INSURANCE for Generation NOW
statefarm.com/generationNOW
HEY MR. PARTY ANIMAL,
PARTY ON. You’re covered by the #1 insurer
in the nation.
STATE FARM INSURANCE for Generation NOW
statefarm.com/generationNOW
12 Eggiweg Creative State Farm Campaign 13
8. Television
SPOT #2: “STEAL”
SYNOPSIS
“EX-BOYFRIEND” “STEAL” “BATHTUB”
A girl breaks up with her boyfriend A girl is talking on the phone and A guy showers upstairs and floods the
because she is having an affair. He leaves her car unlocked to put money bathtub, leaving a leak dripping down
takes things into his own hands. in the meter. to the apartment ceiling below.
FRAME 1: Ex-boyfriend is about to FRAME 1: Girl chats on the phone. FRAME 1: Guy upstairs showers and JANE: (CHATTING AWAY ON THE MUSIC: “GENERATION NOW” BY
throw a cinder block through his ex- FRAME 2: Thief spots the girl’s overflows his bathtub. PHONE) BLACK EYED PEAS BEGINS
girlfriend’s car. unlocked car. FRAME 2: The ceiling starts to show
FRAME 2: Ex-boyfriend is stopped by FRAME 3: Thief steals her laptop from water spots.
the State Farm agent and a second her car. FRAME 3: Water drips through the STATE FARM INSURANCE
bystander. FRAME 4: State Farm agent stops the ceiling down to the floor below. for
FRAME 3: Ex-boyfriend is restrained. thief from stealing her laptop. FRAME 4: State Farm agent prevents Generation NOW
FRAME 4: State Farm agent rests on FRAME 5: State Farm agent returns property damage by holding a bucket
the cinder block. the laptop to the girl. below the waterfall. statefarm.com/generationNOW
FRAME 5: Close-up of State Farm FRAME 6: Closing shot. FRAME 5: State Farm agent holds a
agent. bucket. MUSIC: (FADES TO BACKGROUND) ALAN: I’m Alan the Agent, and this is MUSIC: (CRESCENDO TO BEGINNING
FRAME 6: Closing shot. FRAME 6: Closing shot. JANE: (SHOUTS) My laptop! State Farm Insurance for Generation VOLUME AND FADE TO END)
NOW.
SPOT #1: “EX-BOYFRIEND” SPOT #3: “BATHTUB”
JANE: (SHOUTS) Derek! Stop! MUSIC: “GENERATION NOW” BY MAN: (SINGING WHILE BATHING) MUSIC: “GENERATION NOW” BY MUSIC: (FADES TO BACKGROUND)
DEREK: YOU CHEATER! BLACK EYED PEAS BEGINS BLACK EYED PEAS BEGINS GIRL: (SHRIEK) A leak!
STATE FARM INSURANCE STATE FARM INSURANCE
for for
Generation NOW Generation NOW
statefarm.com/generationNOW statefarm.com/generationNOW
MUSIC: (FADES TO BACKGROUND) ALAN: I’m Alan the Agent, and this is MUSIC: (CRESCENDO TO BEGINNING ALAN: I’m Alan the Agent, and this is MUSIC: (CRESCENDO TO BEGINNING
State Farm Insurance for Generation VOLUME AND FADE TO END) State Farm Insurance for Generation VOLUME AND FADE TO END)
NOW. NOW.
14 Eggiweg Creative State Farm Campaign 15
9. Radio Online
“TECH SAVVY”
SFX SOUND OF A BUSY STREET IN BACKGROUND
GIRL 1 Hey, I haven’t seen you in such a long time! How are you? STATE FARM
GIRL 2 I’m doing fine... Is that a new phone? It looks a lot better than your old one.
GIRL 1 It is! I got it from State Farm after my car was broken into.
GIRL 2 Oh no! (GASPS)
GIRL 1 I know! I parked my car to pay the meter. I only walked away for a few minutes, but by the time I was
done, someone had broken into it! My laptop, phone, mp3 player - everything I had in there - was stolen!
GIRL 2 So, what did you do?
GIRL 1 I called State Farm, and shortly after, I had my claims settled and a check - reimbursing me for everything
that was taken - was well on the way. My State Farm Auto and Renters Insurance quickly and easily
covered everything, and the agent was hot too!
MUSIC “GENERATION NOW” BY BLACK EYED PEAS (STARTS TO PLAY SOFTLY, THEN FADES AFTER NARRATION
ENDS)
NARRATOR We understand you want it now, so we’re here for you. State Farm Insurance for Generation NOW.
INTERACTIVE COMMERCIAL
“PARTY”
Alan the Agent steps in from the left side of the browser window.
SFX BACKGROUND NOISE OF A PARTY He cues the screen to play one of the television commercials
GUY 1 Hey, dude! Your car is looking good; I thought it got messed up a few days ago? without sound. While it is playing, Alan the Agent says a few
GUY 2 Yeah, some random chick bashed in the window. She thought I was her ex-boyfriend who cheated on her! words.
(LAUGHTER) But I called State Farm, and they hooked me up with a new windshield!
GUY 1 You got something like that fixed that fast? I don’t believe it. ALAN: Alan the Agent here! Remember when that happened? We
were there for you. State Farm Insurance for Generation NOW!
GUY 2 It’s true! All I did was call them over the phone, and the next day, they found a shop for me and fixed it.
GUY 1 No way, get out of here! After Alan the Agent finishes speaking, it will end with the screen
MUSIC “GENERATION NOW” BY BLACK EYED PEAS (STARTS TO PLAY SOFTLY, THEN FADES AFTER NARRATION saying “Select the television commercial you want to watch.”
ENDS)
NARRATOR We understand you want it now, so we’re here for you. State Farm Insurance for Generation NOW.
16 Eggiweg Creative State Farm Campaign 17
10. Billboard Promotional Package
STICKY NOTES WITH BASE
“TECH SAVVY”
New
STATE FARM INSURANCE
IT
for -Y OURSELF K
-IT
DO
Generation NOW With Use
Base
statefarm.com/generationNOW Front Back
DO-IT-YOURSELF (D.I.Y.) KIT D.I.Y.
A kit complete with instructions, Build your own car & apartment
complex, following the models
“PARTY” below:
assembly-required cardboard models, KIT (1) Cut dotted lines,
OURSELF
T-Y
Fold solid lines,
and an informational brochure about & Paste tabs
-I
(2) Color & decorate
DO
State Farm will be provided at
STATE FARM INSURANCE promotional events and through State
Farm’s web site via online request.
for
Generation NOW Cover
Inside Material
statefarm.com/generationNOW Contents
18 Eggiweg Creative State Farm Campaign 19
11. Media
ONLINE • YouTube reaches more than 18 MAGAZINE
Use unique, interactive million people in the U.S. every Print advertisements will appear
advertisements to infiltrate video month; 36% of those people are in People Magazine, US Weekly,
OBJECTIVES STRATEGIES and radio streaming sites and social 18-24. Glamour, and Rolling Stone.
1. Choose and utilize the most 1. Devote funds to online, magazine, networking sites, such as Facebook, • LinkedIn is globally used by more
effective advertising media television, radio, and outdoor Twitter, YouTube, LinkedIn, MySpace, than 19.6 million people; 27% of STATISTICS OF CHOSEN
to reach the target market of advertising Pandora, Hi5, Yelp, and Hulu. Utilize users are ages 18-34. MAGAZINES
Independent Young Adults, ages 2. Through these selected outlets, Google, Yahoo, and MSN search • MySpace still maintains about • People Magazine has about 43.5
18-25, and gain a large portion of place strong and cohesive engine sites through the use of Ad 64 million users; 40% are ages million readers per issue; the 18-
this 33 million person market. messages that motivate and Words. 18-25. 24 year-old segment ranks highest
2. Attain the maximum advertising persuade the target to respond to 1. Of Google’s 155 million users, • Twitter has 18 million users; 20% in readership with 7.4 million
reach and frequency possible advertising. 36% are 18-34 year olds. are ages 18-24. readers (26%).
across the chosen media, running 2. Of Yahoo’s 122 million users, • Flickr maintains about 22 million • US Weekly has over 13.3 million
nationally, between May 2010 and TACTICS 37% are 18-34 year olds. users every month; 29% are ages readers per issue; 3.6 million
May 2011. 1. Reach 18-25 year olds at local 3. Of MSN’s 117 million users, 18-25. readers are 18-24 year olds (27%).
spots they most often frequent, 36% are 18-34 year olds. • Hi5 has about 4.5 million users; • Glamour magazine has a
specifically social media web sites 44% are ages 18-24. circulation of about 12.2 million
and where they live. STATISTICS OF CHOSEN • Hulu is used by about 31.6 million readers per month, including both
2. Use media outlets that target men WEB SITES people in America every month; men and women; 3.1 million
and women both separately and • There are more than 26 million 37% of users are ages 18-34. readers are ages 18-24 (25.4%).
together to attain maximum reach. 18-24 year-old college students • Pandora has 15.2 million users in • Rolling Stone has about 11.9
3. Use spot markets as support currently using Facebook, which the United States; 32% are ages million readers per issue; 3.6
around colleges. accounts for about 25.3% of the 18-34. million readers are ages 18-24
entire network. (30%).
RADIO
Radio spots will play during morning
PERCENTILE OF ONLINE MEDIA USE BY 18-25 DEMOGRAPHIC and evening commute times to reach
50 the target market.
44% 42%
40%
40 36% 37%
32%
30 29%
25.3% 27%
20%
20
MySpace
Facebook
YouTube
LinkedIn
Pandora
Twitter
10
Flickr
Hulu
Yelp
Hi5
0
20 Eggiweg Creative State Farm Campaign 21
12. Media continued
BUDGET RATIONALE The Media Strategies and Objectives Internet advertisements, based on
State Farm’s $40 million budget will provide solid background information keyword searches and targeted site
be distributed as follows: regarding which media the target advertisements, are vital. Young
TELEVISION OUTDOOR • Media = 75% ($30 million) audience uses the most. The Adults are savvy on the Internet;
Advertisements will be placed during Billboards will be strategically placed • Sales Promotion = 3% data was utilized when selecting they dislike and ignore intrusive
the Top 10 Most Popular Shows in the Top 10 Cities frequented by the ($1.2 million) advertising space for television, radio, advertisements, including boring or
among 18-24 year olds. According to target market. These cities are: • Public Relations / Publicity = 3% internet, billboards, and magazines. overly-flashy pop-up, skyscraper, and
Nielsen, these shows are: 1. New York, NY ($1.2 million) All numbers, except the costs for banner advertisements. By choosing
1. “Grey’s Anatomy” 2. Los Angeles, CA • Production Costs = 2% ($800,000) magazines, were found using Media interactive online advertising,
2. “American Idol” (Tuesday) 3. Chicago, IL • Contingency = 2% ($800,000) Flight Plan. which allows viewers to select their
3. “American Idol” (Wednesday) 4. Philadelphia, PA • Agency Commission = 15% commercial experience and address
4. “House” 5. San Francisco, CA ($6 million) Television spots are selected based the characters coming to life on their
5. “Lost” 6. Boston, MA on cable and network shows that the computer screens, Young Adults will
6. “Family Guy” 7. Washington, DC According to the research, the target demographic watches during be less defensive and more open to
7. “Desperate Housewives” 8. Dallas / Ft. Worth, TX amounts provided will cover all of the prime time and late night slots. State Farm’s advertising message.
8. “Heroes” 9. Detroit, MI costs. Part of the contingency will be Magazines are chosen based on
9. “The Office” 10. Atlanta, GA used to purchase additional media - the current readership percentages Lastly, nationwide billboards - with
10. “The Simpsons” as deemed necessary throughout the detailed in their media kits. Radio supplementary spot advertising - run
Specifically, billboards will be campaign’s duration - while the rest spots aim for morning and evening during the beginning and ending
During off-season months of these placed near college and university of the money will be put into reserve. commute times when 18-25 year olds months of the school year to capture
shows, more commercials will be campuses, busy downtown scenes, The reserve will be kept in case drive to and from school and work. the target audience’s attention.
placed on basic cable stations, such neighborhoods, and areas with additional marketing opportunities Adding extra advertising to the areas
as E!, MTV, Comedy Central, and high numbers of renters. Outdoor arise during the year. with high populations of Young Adults
Spike TV. advertising will also be placed will aid in reinforcing the campaign’s
near public transportation stations, message.
The selected programs will feature where there may be less drivers, but
15-second commercials to attract the still a large segment of the target
target market and generate interest population. For example, many New
in State Farm’s Auto and Renters York residents travel by subways or
Insurance policies. taxi cabs and live in apartments or
lofts; they do not need Auto Insurance,
but could easily benefit from Renters
Insurance.
22 Eggiweg Creative State Farm Campaign 23
13. Budget / Campaign Schedule
BUDGET OVERVIEW
3% 3%
2%
Production
Public Relations / Publicity
15% Media
Sales Promotion
2% Contingency
75% Agency Commission
MEDIA BUDGET BREAKDOWN
MEDIA VEHICLES MAY 2010 JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY 2011
MAGAZINES (ONE 4-COLOR FULL PAGE AD PER MONTH)
GLAMOUR $200,491 $200,491 $200,491
US WEEKLY $190,300 $190,300 $190,300 $190,300
ROLLING STONE $174,065 $174,065 $174,065 $174,065
PEOPLE $274,800 $274,800
TELEVISION (15-SECOND SPOTS)
NET TV - PRIME TIME $750,975 $901,170 $901,170 $750,975 $750,975 $901,170 $901,170 $901,170 $901,170 $901,170 $901,170 $750,975 $750,975
(25 SPOTS) (30 SPOTS) (30 SPOTS) (25 SPOTS) (25 SPOTS) (30 SPOTS) (30 SPOTS) (30 SPOTS) (30 SPOTS) (30 SPOTS) (30 SPOTS) (25 SPOTS) (25 SPOTS)
NET TV - LATE NIGHT / LATE NEWS $218,320 $436,640 $436,640 $218,320 $218,320 $436,640 $436,640 $436,640 $436,640 $436,640 $436,640 $218,320 $218,320
(20 SPOTS) (40 SPOTS) (40 SPOTS) (20 SPOTS) (20 SPOTS) (40 SPOTS) (40 SPOTS) (40 SPOTS) (40 SPOTS) (40 SPOTS) (40 SPOTS) (20 SPOTS) (20 SPOTS)
NET CABLE - PRIME TIME (35 SPOTS PER MONTH) $481,285 $481,285 $481,285 $481,285 $481,285 $481,285 $481,285 $481,285 $481,285 $481,285 $481,285 $481,285 $481,285
RADIO (30-SECOND SPOTS)
NET RADIO - MORNING DRIVE (15 SPOTS PER MONTH) $57,990 $57,990 $57,990 $57,990 $57,990 $57,990 $57,990 $57,990 $57,990 $57,990 $57,990 $57,990 $57,990
NET RADIO - EVENING DRIVE (15 SPOTS PER MONTH) $36,990 $36,990 $36,990 $36,990 $36,990 $36,990 $36,990 $36,990 $36,990 $36,990 $36,990 $36,990 $36,990
INTERNET
INTERNET - KEYWORD IMPRESSIONS PER MONTH (5MM / MONTH) $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000
INTERNET - TARGETED SITES IMPRESSIONS PER MONTH (10MM / MONTH) $175,000 $175,000 $175,000 $175,000 $175,000 $175,000 $175,000 $175,000 $175,000 $175,000 $175,000 $175,000 $175,000
OTHER
BILLBOARD (25 SHOW) $594,959 $594,959 $594,959 $594,959
MONTHLY TOTAL $2,541,010 $2,304,375 $2,304,375 $2,530,819 $2,530,819 $2,288,140 $2,288,140 $2,288,140 $2,288,140 $2,388,875 $2,388,875 $2,541,010 $1,946,051
YEARLY TOTAL $30,628,769
24 Eggiweg Creative State Farm Campaign 25
14. Sales Promotion Public Relations / Publicity
OBJECTIVES TACTICS • Hold giveaways at colleges OBJECTIVES TACTICS
1. Support the national advertising 1. Offer incentives for new policy and universities to increase 1. Change Young Adults’ perception 1. Sponsorships
campaign and State Farm’s future owners: brand awareness of State of State Farm. • Sponsor local bands at
marketing. • Discounts for buying Farm. Giveaway items 2. Engage the target audience and competitions, getting the
2. Stimulate an increase in combined Auto and Renters may include a promotional stimulate inquiry. State Farm name out to the
preference and / or early choice Insurance policies. Emphasize package, campus bookstore 3. Increase awareness of Renters Young Adult community.
for State Farm Insurance. that buying both policies items, and gift cards or Insurance. • Sponsor university and
3. Encourage consumers to learn together is cheaper than certificates to local eateries. college events, associating
more about State Farm policies purchasing them separately. In order to receive a prize, STRATEGIES the State Farm name with key
and buy the product(s). 2. Offer sweepstakes and students must answer trivia 1. Sponsor sporting, university, and events.
giveaways: about State Farm Insurance. college events. 2. Social Networking
STRATEGIES • A $500,000 sweepstakes will 3. Run a contest: 2. Provide information about Auto • Use social networking and
1. Offer incentives to sign-up for give away a new car, priced • Current policy owners can and Renters Insurance and their blog sites to release weekly
new policies. $50,000, to a lucky grand prize make a video about how they benefits to customers. updates and contests.
2. Promote sweepstakes and winner. Contestants can enter are part of Generation Now. 3. Create guides on how to • Post State Farm links and
giveaways to encourage online as many times as they Videos will be uploaded to maximize mileage, enhance auto information on these sites.
loyalty among new and current like during the sweepstakes, a web site and voted upon security, purchase a car, choose 3. Promotional Package with
customers. but must be between the by the public. Winners will an apartment, and become a Information Guides
3. Run a contest for current State ages of 18-25 to win. Age receive free insurance for a defensive driver. • Distribute at informational
Farm customers. will be required on the year, based on their current booths during university
entry form, and the winner’s plan(s). An outside source and college events, such as
information will be verified will be used to ensure that all Welcome Week, and sporting
before rewarding the prize. state laws are followed. events.
Thousands of other prepaid • Make D.I.Y. kits and
gas cards will also be given information guides available
away to daily winners. An by postal mail via online
outside source will be used to request.
ensure that the sweepstakes
adheres to all state laws.
26 Eggiweg Creative State Farm Campaign 27
15. Post-Campaign Evaluation Credits
PHOTO CREDITS:
DID THE CAMPAIGN FOR STATE DID THE TIME SLOTS FOR RADIO DID THE SELECTED SOCIAL
FARM CREATE INQUIRY? AND TELEVISION EFFECTIVELY MEDIA RESONATE WITH THE Arcade Game Superstore. Family Guy. <http://www.
arcadegamesuperstore.com/images/family-guy-pinball/FGBackglass_
Laptops Arena. Huddled Group. <http://www.laptopsarena.com/wp-
content/uploads/2009/12/best-laptops-for-college-students-3.jpg>
REACH THE TARGET MARKET? TARGET MARKET? LG.jpg>
LG Electronics. Television. <http://ae.lge.com/download/
AutoClub. Toyota Prius. <http://www.autoclub.com.au/uploaded_ product/0106/37LG60UR-Scarlet/LG60_D.jpg>
images/toyota-yaris-2008-715677.jpg>
Eggiweg Creative’s main goals of According to the research about the Eggiweg Creative specifically Little Trees. Car Freshener. <http://www.little-trees.com/us/upload/pro
Best Week Ever. Rolling Stone Cover. <http://www.bestweekever.tv/ ducts/1210276707cinnamonapple130.png>
the State Farm campaign are to target market, technology is a great chose social media outlets with the bwe/images/2009/06/Adam-Lambert-Rolling-Stone-1.jpg>
Manage My Practice. Gas Pump. <http://www.managemypractice.com/
inform, educate, and resonate with way of reaching the audience with largest appeal to the target market. BusinessWeek. Facebook Logo. <http://www.businessweek.com/ wp-content/uploads/2008/09/gaspump.jpg>
the target market of 18-25 year olds. a message. Both of these media These will be effective locations for Special thanks to the actors in the the_thread/brandnewday/archives/blog%20facebook%20logo.jpg>
North Carolina Division of Community Correction. Community. <http://
By creating a cohesive and fully outlets reach the target market in advertising because a significant advertisements: Cable Communicators. Moving and Unpacking. <http://www. www.doc.state.nc.us/dcc/images/holdinghands2.jpg>
cablecommunicators.org/press_materials/press_materials_2006/
integrated campaign about insurance, different ways and at different times. percentage of the target market graphics_logos/Moving_and_Unpacking.jpg> Ocean Drive Roofing. Apartment Building. <http://www.
oceandriveroofing.com/images/apartment_building_for_website_
the campaign causes inquiry because These outlets direct the audience to frequents these sites. We will be able Alan Nguyen California Interscholastic Federation: Central Coast Section. Farmers residential_example.jpg>
Insurance Group Logo. <http://www.cifccs.org/images/New%20
every venue that is commonly used the “Generation NOW” microsite, to track clicks and hits to these sites Images/FarmersInsuranceGroup.jpg> Outdia. Handshake. <http://outdia.com/images/Handshake_web.jpg>
by the target market is saturated. which will track hits to the site daily. daily to verify that the selected media Alan Potter Campus Kickoff. State Farm Tent. <http://campuskickoff.files. PitchEngine. Klean Kanteen. <http://www.pitchengine.com/brands/
wordpress.com/2008/09/picture.jpg> reuseitcom/images/21750/K27PPLsRGBfullres.jpg>
The campaign will be repeatedly By doing this, a direct correlation is reaching its target and maximizing
seen, heard and read, discussed, and between the advertising media and the impact of the campaign. Amanda Geannacopulos Car Dealership Secrets. Buying Used Car. <http://www. Product Review Land. Car Lot. <http://www.productreviewland.com/
cardealershipsecrets.com/images/buying-used-car-600.jpg> images/car_lot.550.jpg>
promoted throughout the following the inquiry response can be tracked Central Carolina Community College. College Students. <http://www. Progressive Auto X Prize. Progressive Logo. <http://www.
year. The campaign’s success can be and processed accordingly. Eggiweg Johnny Vlkovic cccc.edu/news/storyImages/2008-08-07-540849534.jpg> progressiveautoxprize.org/files/downloads/auto/press_kit/PIAXP_
horizontal.jpg>
tracked through the rise of inquiries Creative will know exactly the kind of City Paper. American Idol Logo. <http://citypaper.net/blogs/
from State Farm’s Facebook page reach we are obtaining through the Kristopher Lepiten criticalmass/2010/02/10/files/2010/02/american-idol-logo.jpg> Road Fly. Honda Civic. <http://www.roadfly.com/new-cars/wp-content/
uploads/gallery/2007-honda-civic-si-sedan/2007-honda-civic-si-sedan.
Clemson University. Lovell Sisters. <http://www.clemson.edu/ jpg>
and the amount of quotes requested individual outlets we use. We will media-relations/archive/newsroom/multimedia/images/2008_images/
through State Farm’s web site. create focus groups, so we can track august/Lovell_Sisters.jpg> Sacramento Asian Pacific Chamber of Commerce. Allstate Logo.
<http://www.sacasiancc.org/wp-content/uploads/2009/04/allstate.
the effects of the campaign and see Compare Now. Piggy Bank. <http://www.comparenow.com/blog/wp-
content/uploads/2009/09/piggy-bank.jpg>
jpg>
how the target market’s perception Thank You to the following professors Salman Khan Photo Gallery. People Magazine Cover. <http://salman.
Devagares. The Simpsons. <http://devagares.weblog.com.pt/ sosugary.com/albums/userpics/serverex2603949.jpg>
has changed. for their assistance: Simpsons.gif>
Scout Popcorn Campaign. Twitter Logo. <http://scoutpopcorncampaign.
Eco Promos Online. Red Tote. <http://ecopromosonline.com/ files.wordpress.com/2009/08/twitter-logo1.jpg>
Professor George Coakley images/44714%20Red.jpg>
Seek Logo. State Farm Logo. <http://www.seeklogo.com/state-farm-
Engadget. Urban Teens. <http://www.blogcdn.com/www.engadget. insurance-logo-131901.html>
com/media/2009/04/w205_13.jpg>
Professor Timothy Hendrick Snark Jacobs. Black Eyed Peas. <http://snarkjacobs.files.wordpress.
FanPop. Toyota Camry. <http://images.fanpop.com/images/image_ com/2009/04/51436_black-eyed-peas.jpg>
uploads/Toyota-Camry-SE-2007-toyota-327907_1600_1200.jpg>
Thank You,
Socialite Life. US Weekly Cover. <http://socialitelife.celebuzz.com/
GLTS Photo Blog. iPod and Phone. <http://4.bp.blogspot.com/_6weBNr- bfm_gallery/2009/12/tiger_woods_jaimee_grubbs_plus_tiger_
YHkI/Swv2lVjVaLI/AAAAAAAAABI/am3ninRVdio/s1600/ woods_us_weekly_cover/gallery_enlarged/gallery_enlarged-us-
ipod+and+phone.jpg> weekly-tiger-woods-cover-12022009-.jpg>
Google Images. Young Woman. <http://lh3.ggpht.com/_ Stealth Warriors. Wet Keyboard. <http://www.stealthwarriors.
cf7AWDhXUKs/R9l1Fh6rtcI/AAAAAAAAARg/kIdd1nJsjio/73782958- com/_content/0302/slk_wet_large.jpg>
rfff.jpg>
creative Gordon and the Whale. Hulu Logo. <http://gordonandthewhale.com/
Teen Goss. Glamour Cover. <http://teengoss.files.wordpress.
com/2009/04/011.jpg>
wp-content/uploads/2009/12/hulu.jpg>
Will You Be My Hero. Geico Logo. <http://willyoubemyhero.files.
HD Wallpapers. Desperate Housewives. <http://www.hdwallpapers.in/ wordpress.com/2009/12/geico.jpg>
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Zieglers. LOST. <http://zieglers.files.wordpress.com/2006/10/wa_lost-
Indiana Department of Transportation. Fender Bender Sign. <http:// cast_02.jpg>
www.in.gov/indot/images/Fender_Bender-1.jpg>
28 Eggiweg Creative State Farm Campaign 29
16. References
Access My Library. Generation Schultz, Steve. (2009) Who’s Who
Y Information. <http://www. in Social Media Demographics. Part
accessmylibrary.com/article- 3 of 6. <http://operationredstate.
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Corbett, Peter. (2009) 2009 Facebook
Demographics and Statistics Report: Schultz, Steve. (2009) Who’s Who
276% Growth in 35-54 Year Old in Social Media Demographics. Part
Users. <http://www.istrategylabs. 6 of 6. <http://operationredstate.
com/2009/01/2009-facebook- com/whos-who-in-social-media-
demographics-and-statistics-report- demographics-part-6-of-6-youtube.
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JOMC 279. Case Study: State Farm. Scribd. State Farm’s Media Book.
<http://jomc279.files.wordpress. <http://www.scribd.com/doc/820498/
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Media Flight Plan. (2010) Media Skyworks Marketing.
Budget Breakdown. <http://www. Facebook Information. <http://
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Mitchell, Doug. (2009) The Young
Don’t Vote Excuse. <http:// Social Media Optimization. (2008)
operationredstate.com/category/ Hulu Information. <http://social-
social-networking-demographics> media-optimization.com/2008/05/
social-network-user-demographics/>
Quantcast. Pandora Information.
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Quantcast. Yelp.com Information. com/wp-content/uploads/2010/02/
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com> gif>
State Farm. (2010) Official Web Site.
<http://www.statefarm.com/>
30 Eggiweg Creative