5. 4
State Farm Insurance is the leading auto and homeowners insurance
provider in America. They employ 68,000 people throughout the
continent, and their 17,000 State Farm agents are committed to
providing quality, personalized service to each policyholder.
Customers can access State Farm associates 24 hours a day, seven
days a week through their call centers, or online at statefarm.com
to get quotes, find agents and learn about products and services.
In 2009, when many business were shrinking, State Farm grew its
customer base, a remarkable feat in such troubling times.
In 1922, State Farm’s founder, G.J. Mecherle, had a modest idea
to begin providing insurance for his friends and neighbors because
he felt other insurance companies were ignoring them. He built his
company on the principles of fairness and doing what’s best for the
customer. This has remained true from the first policy until today.
Research
State Farm employees continue to provide Good Neighbor service to
the people in their communities. Through philanthropic work, State
Farm’s community involvement continues to help improve the quality
of life, embodying the phrase “good neighbor.”
Throughout its history, State Farm employees have prided themselves
on the commitment to their core values -- quality service, relationships,
mutual trust and integrity. By staying true to those values, State Farm
has been fortunate to be the largest provider of auto insurance in the
United States for nearly 70 years.
Their mission to be a good neighbor continues to be the highest priority
for State Farm. Through their values and customer focus, State Farm
solidifies their position at the top of the industry for the years ahead.
“We are there for our
customers. It’s not just a
slogan. It’s a reality.”
Theron Gilmore, State Farm agent
State Farm Analysis
6. 5
State Farm offers a variety of products and services for their customers,
but auto insurance is the primary focus because it is the most profitable.
In most states, auto insurance is required to drive. This product is
designed to help financially cover auto related damages, loss or injuries
of passengers, fellow drivers, pedestrians and property.
State Farm’s marketing approach shows how the company serves the
individual customer. According to America’s Greatest Brands, State
Farm’s advertising focuses on helping the customer instead of selling a
product line. State Farm’s recent advertising includes helping victims of
natural disasters like Hurricane Katrina.
State Farm has also equated “Always being there” with the theme of
teamwork by featuring basketball player LeBron James. The “slice of life/
true stories” approach to advertising shows both current and prospective
policyholders what it means to have a State Farm agent there for them.
While State Farm has attempted humorous messages, their strength lies
in emotion-elliciting messages. One focus group participant said: “I don’t
see State Farm as humorous. They are somewhat on the emotional side.”
State Farm acknowledges (and our surveys confirm) that while all auto
insurers compete on price, no other company beats the high-quality
service provided by their dedicated, professional and personal agents.
brand
State Farm strengthens its reputation as
a good neighbor through its partnerships.
Current sponsorships include:
Boys & Girls Clubs and the
Home Run Derby
Black Enterprise Women of
Power Summit
Disaster Survival House
LPGA Classic
This Old House
Vessel Safety Check
Wade Trophy
Women’s Tip Off
Habitat for Humanity
MADD
Research
Product & Brand Analysis
7. 6
Progressive’s marketing efforts are effective at attracting a young
adult demographic. Progressive uses lighthearted humor and Flo,
their signature spokeswoman, to convey a position of simplicity and
personalized insurance.
One of Progressive’s latest attempts to use digital media includes
a contest for participants to produce audition videos submitted via
YouTube. The winner will play a role in a Progressive commercial
with Flo.
Progressive provides quotes not only for its own policy, but that of its
competitors, reinforcing their simplicity position.
Our surveys show GEICO is in hot pursuit of State Farm in terms of
top-of-mind awareness among all 18 to 25 year olds (11.5 percent,
compared to State Farm’s 12.6 percent). This is likely due to their
profuse advertising. Their humor-based advertising positions them as
the insurance company that saves you money.
Established in 1936, GEICO rebranded itself in 1999 when it introduced
the Gecko to help viewers remember the odd acronym. Since then,
cavemen and celebrities have cluttered their campaigns. However,
through all the confusion, the primary positioning message remains
clear:
“Fifteen minutes could save you 15 percent or more on car insurance.”
GEICO’s brand is perceived as easy to use, high-tech, young and
somewhat trendy. In recent months, GEICO has increased its efforts to
reach an older demographic with its “Rhetorical Questions” campaign.
Generally there is product parity among property and
causality insurance. The major providers offer competitive
pricing on nearly identical products. The key to defining
competition is in the advertising and positioning. Those
with the positions currently most appealing to 18 to 25
year olds are GEICO and Progressive.
Research
Competitive Analysis
8. 7Research
The State Farm case study admits the brand is perceived as old fashioned,
and our primary research confirms this. Our target market has ranked
State Farm as both the least current and the least trendy.
We confirmed that self-proclaimed socially conscious 18 to 25 year olds
are more willing to buy from an insurance company that supports their
lifestyle.
Those same people graded State Farm as the most trustworthy,
highest quality, most personal and most friendly when compared to its
competitors. State Farm can wield these attributes to their advantage as
they contemporize their brand image and thereby increase sales.
In order for State Farm to benefit from this insight, we identified the
classic concept of paying it forward and added a modern twist. Paying it
forward means to pass on a good deed to another person when someone
has done something for you - it’s a chain reaction of kindness. We have
capitalized on this concept by creating the SF effect.
Many 18 to 25 year olds perceive the State
Farm brand as out of touch with their lifestyle.
Problems and Opportunities
9. 8
Today’s 18 to 25 year olds, a subset of Generation Y, are socially
conscious. They care about their relationships with their friends and
family. They are more racially tolerant than any generation. They want
to make a difference in the world.
A survey by Generate Insight reports 64 percent of Generation Y say
they are willing to pay more for retail products if they know some of
their investment goes toward an environmental movement. Our own
surveys indicates the same percentage true for insurance. Their
support for worthwhile causes can be focused on the SF effect.
The State Farm case study wanted us to define our audience as those
who pay 50 percent or more of their living expenses. While exploring
this idea, our research indicates there is more to it.
We actually identify three levels of independence that go beyond how
much they pay for expenses. We call these groups dependents, semi-
independents, and independents. Although we use the amount of how
much they pay of their own expenses as a filter, the best defining
variables are more psychographic than demographic.
Each of these levels of independence is not confined to a specific age
bracket within the 18 to 25 year old age range. Many are still students,
living with parents or financially assisted by their parents.
While the SF effect resonates with each level of independents, it is
most effective with semi-independents. They’re making the transition
to independence and are most likely to be seeking an insurer that
matches their lifestyle.
Dependents
paying 25 percent or less of their
own living expenses
Independents
paying 76 to 100 percent of their
own living expenses
Semi-Independents
paying 26 to 75 percent of their own
living expenses
Research
Target Market
10. 9Research
Dependents IndependentsSemi-Independents
Jennifer
Her parents have always been
there for her. They encouraged
her to earn a masters degree in
communications from a private
university.
Unable to afford it herself, her
parents are willing to pay all of
her expenses while she studies,
including insurance.
As a result, the price of things isn’t
as important to her as the quality of
the items she buys.
When Jennifer isn’t busy with school
work or her service-related clubs,
she enjoys watching television or
playing games on her smart phone.
To Jennifer and other dependents,
the SF effect introduces them to
the true State Farm brand, and
prepares them for when they make
their own financial decisions in the
years ahead.
Michael
Right after high school, he moved out
and landed a job with a marketing
company. He’s been making enough
money to put a little in savings each
month. He keeps his costs down by
shopping based on price.
He donates a portion of each
pay check to the local homeless
shelter and stops in to the hospital
occasionally to read books to children.
Although he uses an online insurance
company, he found the process to be
complicated, impersonal and time
consuming. He prefers his insurance
to be personal experience with a
company with professional standards.
To Michael and the independents who
have experienced the impersonal
coverage of other providers, this
campaign is the tipping point to
switch to a more personal and self-
less insurer.
Antonio
Family has always been a focus for him. Finances
have been tight, but his strong work ethic and desire to
make a difference in the world helped him earn several
scholarships to attend the local university. He lives at
home, but plans to move out as soon as circumstances
permit.
Because his parents help pay his expenses, he has not
yet made the decision to purchase insurance for himself,
but is beginning his search. He knows after graduation
he’ll need his own plan, and wants his insurance to be
from a personal company with professional standards.
Antonio, like other socially conscious semi-
independents, feels insecure about the future. He is
careful about how he spends his money, however
he has a soft spot for the newest gadgets. Antonio
is pretty confident in his abilities, but recognizes he
needs occasional help. He listens to those who coach
him rather than boss him around.
He checks his Facebook wall daily, but feels he is too
busy to spend more than a half hour on it. When he has
a moment to relax he watches Comedy Central on TV.
Antonio and the other semi-independents are
purchasing their first policies, and want an insurer that
matches their lifestyle. Through this campaign State
Farm is positioned to lend a helping hand.
Target Market
11. 10
marketing
communication
advertising
To increase auto insurance market share by three
percent among 18 to 25 year olds by May 2011.
To position State Farm in the minds of 55 percent of
semi-independent young adults as the auto insurance
provider that supports their socially conscious lifestyle by
May 2011.
To positively change State Farm’s brand perception
among 55 percent of socially conscious semi-independ-
ents by May 2011.
Research
Objectives
12. 11
Our Purpose
People are aware of State Farm but currently have an indifferent
perception of the brand. Although this is almost as bad as having an
unfavorable perception, it leaves room to make a positive change. Many
18 to 25 year old individuals feel State Farm is out of date and not
a good fit for their generation. To change this perception, we need to
establish in the target’s mind that State Farm is modern and in touch
with what matters most to them.
The SF effect is the key element that clicks with the target market. It
makes them think about agents and State Farm in a different light. State
Farm helps make their lives easier and better, so now it’s their turn to
start a chain reaction.
Our Goal
We will increase positive brand perception. Once people believe the
goals and values of State Farm align with their own, they will be more
open to State Farm’s messages and services.
Our Audience
We focus on socially conscious semi-independent 18 to 25 year old men
and women, but our campaign is flexible enough to appeal to all three
following categories:
Current Belief
State Farm is an old-fashioned brand designed to fit the needs of an
older generation.
Future Belief
State Farm provides a benefit greater than an insurance policy alone.
This is a company that wants to make a difference in the world and
wants me to travel on that journey with them.
Our Idea
The SF effect will spark the chain reaction that will help make a positive
impact in the world.
Our Method
We will show the SF effect -- at work.
Our Tone
Seriocomic, the perfect blend of emotion and humor to create a relatable,
informal message.
Research
Semi-independents
These people pay 26 to 75 percent of their expenses, have strong
ties to family members and invaluable bonds to family.
Independents
These people pay 76 percent or more of their financial obligations,
relationships with friends and family are most important to them.
Dependents
These people pay less than 25 percent of their expenses and have
a strong tie to family and unbreakable bonds to friends.
Creative Brief
13.
14. 13
Our creative concept is a more modern version of the classic pay
it forward idea. Simply put, pay it forward is a call to action that
requests people spread good deeds when something kind is done
to or for them. It is a small attempt to make a big difference.
We recognized State Farm’s endeavors to do something similar with
the “Everyday Heroes” and “Thanks For Being There” campaigns.
With these campaigns we continue to build off ideas that express
gratitude and support for one another.
The benefits State Farm provides to customers are the agents’ way
of making a difference. We ask Generation Y to continue the good
deeds in order to help create a better world.
We introduce the SF effect.
SF effect Logo
A new logo gives a fresh and dominant feel to the
SF effect program, while still incorporating and
staying true to State Farm’s brand. This logo provides
consistent branding for the program and develops
constant recognition. By incorporating aspects of the
State Farm logo, it easily ties to the State Farm brand.
Consumers are forced to think of State Farm when
considering their own SF effect.
In an intimidating world, it’s difficult to feel secure. We are constantly
surrounded by injustice. With our idea, State Farm makes a
difference. The SF effect encourages a chain reaction of kind acts
that make a positive difference in the world. If consumers pass
along the kindness and compassion their agents show them, the
chain reaction will continue even after the campaign is over.
Generation Y is socially conscious and they long for strong
relationships. They find comfort in knowing that they have a
loyal friend who will always be there to support and protect -- the
description of a State Farm agent.
The SF effect is the dissemination of State Farm’s good will. This
program not only displays the beneficial qualities of State Farm as
a company, and its agents, but it instills the message that one little
action can spark a chain reaction.
Creative
Creative Overview
16. 15Creative
Facebook Fanpage
Our campaign uses an SF effect fanpage on Facebook.
This fan page serves as an outlet for people to post
stories of their SF effect. As part of their SF effect, these
stories can be used as inspiration for others to go out
and make the world a better place. It takes one person
to start a movement and by posting their stories, these
people get the chance to be the person who creates a
larger change.
Twitter
Followers are redirected to the SFeffect.com Web site
through messages that inspire good deeds and reflect
on those that have already been done.
Cell Phone Application
An interactive cell phone application
provides opportunities for users to
“spark” their friends. This “spark”
must be passed on like a chain
reaction. If a certain number of
people are “sparked” a discount is
made available from one of State
Farm’s participating sponsors.
Digital Media
17. 16Creative
Television Commercial
Our 30 second television commercial visually enhances the concept of a chain reaction through moving images of the SF effect.
Television Commercial
18. 17Creative
Hulu Internet Commercial
We repurposed one of our traditional television commercials to
reach viewers in a manner that will be more comfortable while
they are watching television online at their own convenience.
Radio Commercial
Our campaign utilizes radio to paint a picture of the SF
effect in times when our audience is most captive -- in the
car. This radio spot allows listeners to interpret how the
characters they are hearing have made an impact and
imagine how they can spread the SF effect themselves.
Also, by branching our media mix into radio, we create
a comprehensive campaign that appeals to all senses to
activate the imagination.
YouTube Video Channel
This is used as a vehicle to deliver our traditional
television ads online at the viewer’s demand.
Additionally, viewers can find links to the SF effect
Web site and user-uploaded video responses and
good deeds.
Internet Video & Radio
19. 18Creative
Full-Page-Magazine Advertisement
Full-page-magazine ads push the tagline “one little
action sparks a chain reaction.” These designs subtly
incorporate words that reflect being kind and making
the world a better place. The foreground features bold
attention-grabbing text for the tagline. The bold text
also gives the illusion that the words are all connected
and have created a chain reaction.
Business Cards for Photographers
A photographer at each Pay It Forward Foundation event docu-
ments the people that attend and the good time they had. After
taking the photos, the photographer provides each person with a
business card. This card has the SF effect logo on it and directs
them to the Web site where they can retrieve their photos. This
raises further interest into the SF effect and drives traffic to the
Web site for more information.
Print Advertisements
20. 19
Escalator Advertisement
To capture attention, we will place vinyl images on the steps
of escalators. These images have a strong contrast of red
and white on the black/silver escalator that draws the eye’s
attention. Images of people performing kind acts and images
that specifically and strategically depict the SF effect in action
will be used to convey our message. The SF effect Web site
will also be listed.
Sidewalk Chalk Spray
In cities, multiple small-scale dominoes and the SF effect
Web site are sprayed onto the sidewalk using chalk. This
chalk is resistant enough to withstand heavy foot traffic,
but not permanent enough to leave a mark on the streets.
This reminds people that while they’re taking steps to their
destination, they can also take small steps to making a
better world.
Creative
Outdoor Advertisements
21. 20
Large Dominoes
Large scale, free standing dominoes are placed in
select cities from layer one of the media strategy.
These structures symbolize the domino effect
of kindness, or rather the chain reaction of the
SF effect. To further incorporate the message of
good deeds, the dots on the domino are replaced
with photos of people helping each other to instill
imagery with the SF effect concept. The reverse
side of the domino incorporates the State Farm
logo as well as the SF effect logo and Web site to
strengthen the branding initiatives.
Interactive Billboard
Interactive billboards at ground
level are placed throughout cities
identified in the media plan. These
boards demand attention and
invite those who are near them
to participate in creating a chain
reaction.
Our interactive board has a white
backdrop with one black dominoes
in the center. On the side, there are
options to add additional dominoes
to create your own shape. Once a
shape or line is created with the
dominoes, it can be pushed so the
dominoes fall. These boards are
equipped with speakers and sound
effects to make the experience
seem more realistic.
After all of the dominoes have
fallen, the screen reads “What will
you affect?” and fade into white
where the SF effect Web site link
appears. By utilizing interactive
boards instead of more traditional
still images, we are creating an
attachment to the brand through
involvement.
Creative
Outdoor Advertisements
22. 21Creative
PR & Publicity
The beauty of our creative executions is that, along with the concept,
they create a buzz. We have a specific socially conscious message
and it’s being delivered in the target market’s media.
SF effect Web Site
Serving as the first link in our chain reaction, this Web site is the
hub of the progress for the SF effect. Members of the community
nationwide are able to visit the site and check the progress and the
latest kind acts. The “one action sparks a chain reaction” message is
incorporated to continue the theme.
The Web site itself is a public relations tool that provides transparent,
thorough and current information on demand. When incredibly
impactful deeds have been submitted, or when the site receives a
monumental amount of video submissions, press releases will be
generated to capitalize on the momentum of the project and the site.
Domino Installations
The large scale domino installations in select cities serve as an
unforgettable publicity tool. These dominoes cannot be ignored and
will be covered by media. By creating an attraction, we benefit from all
of the discussions and coverage that the dominoes generate.
Interactive Billboards
By utilizing the most innovative technology to engage our target
market, the SF effect campaign garners industry attention as well as
traditional news attention. We put these interactive billboards to use
in a way that has rarely, if ever, been done to the same scale that we
will execute.
Through these various executions, the SF effect campaign serves as
a public relations tool and attracts publicity in and from an array of
industries and markets.
This campaign will refrain from using promotions
because it takes away from the selfless nature of the one
little action. If people do a good deed to win a contest,
they are not doing it to better the world. Refraining from
promotions improves the quality of State Farm’s brand
image and attracts the target.
Promotion
PR, Publicity & Promotion
24. 23
Generation Y explores, socializes and innovates. A campaign
that resonates with them must encompass all of these
elements in a cohesive, integrated plan. That’s why our
campaign includes big city advertising, personal messages
through traditional media and extends to online media.
We developed a $40 million media plan that emphasizes a
complete integrated plan utilizing e-branding, traditional
and non-traditional elements that achieve our goals through
vehicles that directly reach the target audience.
The campaign has a total of 13 traditional and non-
traditional placements.
The SF effect campaign spreads across 45 of the largest
cities in the United States, which comprise 64 percent of the
33 million individuals in the target audience. This plan utilizes
the greatest reach of 83 percent and a frequency of 5.4 in the
target cities.
An influential partnership with the Pay It Forward Foundation
strengthens the national reach and goals of the campaign.
This organization promotes change through individuals, which
reflects the ideals of our target audience.
Media
Media Overview
25. 24Media
Web Site & Mobile Site/Phone App
Generation Y spends a daily average of three to
five hours online
More than 70 percent of Generation Y have smart
phones
Mobile site allows for easy access anywhere, any time
Interactive Billboards
More than 80 percent of Generation Y hit the town
with friends for entertainment
Keeps message top-of-mind
Sidewalk Chalk Spray
Big cities have high foot traffic
Communicates to target while walking to social functions
Out of the ordinary - catches attention
Facebook Fanpage
80 percent of the target audience uses Facebook
Ties social media element to social consciousness
campaign
Search Engine Marketing
More than 90 percent of Web sites are visited through
search
Directs traffic to Web site
Escalator Advertising
Hits target in places they frequent
Communicates to target while in comfortable element
Large Dominoes
Eye-catching outdoor element that will generate PR
Out of the ordinary - catches attention
Non-Traditional Media Strategy
26. 25
18 to 25 year old semi-independents watch an average of
10.5 hours of TV a week
According to Nielsen, there are just over 112 million TV
households in the U.S. as of October 2009. Our media
campaign covers 45 of the top 50 markets, totaling
69,048,000 households
TV spot distribution will spread across 45 markets in the
following six popular cable networks among the target:
Comedy Central, ESPN, Discovery Channel, HBO, USA,
FOX TV Network (during Primetime)
Spot placement on these networks include programs such
as Glee, House, Family Guy, American Idol, So You Think
You Can Dance and TMZ
These five cable services are among the most popular for
18 to 34 year old consumers according to the Simmons
Market Research data provided in the Packaged Facts
report cited above
We chose these cable outlets because they reach our
target demographic based on age and also psychographic
preference for comedy, sports, entertainment, and reality
television
Magazines are the most popular print media that our
demographic connects with, reads, or even cares about.
Advertisements in this medium are likely to be seen
People Magazine (3.74 million circulation; 32.8% of target)
Sports Illustrated (4.5 million circulation; targeting 20.3% of
male demo)
Maxim (2.5 million circulation; targeting 20.3% of male
demo)
Cosmopolitan (1.7 million circulation; targeting 32.2% of fe-
male demo)
Vanity Fair (421,000 circulation; 32.2% of female demo)
The market of young urban consumers that are 18 to 25
years old is a group that considers radio as one of their main
sources of entertainment rather than using it for news and
other types of information
98 out of 179 said they always listen to the radio when in
the car
Early morning, evening and late-night radio spots will be
placed on these types of popular stations: Urban contem-
porary, Top-40, Country, Alternative, Spanish, Rock, Sports
All of these websites reach out to our target audience:
Google.com, Facebook.com, Youtube.com, Hulu.com
Currently, Hulu is the sixth biggest streaming site in the country
Google.com- reaches 155M+ U.S. people monthly, and 36%
are between the ages of 18 and 34
Facebook.com- reaches 124M+ U.S. people monthly, and
42% are between the ages of 18 and 34
Youtube.com- reaches 104M+ U.S. people monthly, and 33%
are between the ages of 18 and 34
Hulu.com- reaches 20M+ U.S. people monthly, and 37% are
between the ages of 18 and 34
Traditional Media Strategy
Television
Print
Radio
Internet Advertising (video or banner)
27. 26
layer one
layer two
Media
A two-layered system allows the $40 million budget
to reach the greatest number of semi-independents
18 to 25 year olds. The 15 cities that comprise layer
one and the 45 cities in layer two were strategically
chosen based on the high percentage of the target
audience that live in the cities.
Creative: Receives all creative executions.
Participating Cities: Layer one is comprised of 15 cities across
the United States with the most opportunites for both non-traditional
and traditional media to reach our target audience.
Total Number Reached: 8 million
Creative: Receives all mass media placements.
Participating Cities: Layer two is comprised of 45 cities across
the United States in which the majority of the target audience resides.
These cities are spread across the country to achieve maximum reach.
Total Number Reached: 21 million
Media Layers
28. 27
Google Analytics
Our campaign takes advantage of the tools
that Google Analytics offers. By using these
tools we can determine statistics relevant to the
effectiveness of the SF effect campaign.
Facebook Insight Panel
Our campaign takes advantage of the
Facebook Insights tools. These tools allow
us to determine statistics relevant to the
effectiveness of the SF effect campaign.
Media
Media Tools
29. 28
Pay It Forward Foundation
We faced a challenge when searching for organizations to strengthen
the campaign, as our goal is not to promote volunteering, but making a
difference through a simple act of kindness that is passed down.
To distinguish this idea from the concept of volunteering, we had to
find an organization that promoted these same ideas. With the Pay It
Forward Foundation, we found exactly that.
This organization clearly reflects the socially conscious inspiration
we’re portraying through our campaign. In addition, with a partnership
with State Farm, the organization will be able to extend their reach far
beyond the small campaigns they currently conduct.
Our goal is to further extend State Farm’s reach among the target
audience by partnering with the Pay It Forward Foundation through a
national college project.
The foundation will execute a college program sponsored by the
SF effect to promote our message at a grassroots level and directly to
our desired audience.
Media
Partnership
30. 29Media
Scheduling
The campaign will run from May 1, 2010, toApril 30, 2011. Various
media vehicles are scheduled for use throughout the year.
However, the campaign will apply all media around months with a
history of increased auto sales because auto insurance shopping
increases in the months following auto purchases. These months
are August, September, December and January, as reflected in
the scheduling budget. It’s important for State Farm to have a
presence throughout the year, but must remain top-of-mind for
our target demographic when auto sales are typically higher.
Phasing
Campaign phasing will reflect the overall theme of the campaign,
“one little action sparks a chain reaction.” The mass media elements
will continue throughout the year of the campaign in the layer one
and two markets. The layer one markets receiving non-traditional
advertising will begin with smaller elements, like the sidewalk chalk,
and lead into larger elements of the campaign, like the dominoes.
Sidewalk chalk and interactive billboards placed in high
traffic areas such as concert venues, movie theaters and
nightlife venues during the warmer summer months of
May through August, and again in March and April.
Escalator advertising placed in malls and parking garages
during cold months.
Scheduling & Phasing
32. 31Evaluation
Tracking Studies
To track the progress of our campaign, we will effectively evaluate our
initial objectives through advanced tracking techniques.
Google Analytics tracks the traffic to and from the State Farm Web
site. This will also reveal how much time each visitor spends on the
site. Quantcast.com allows us to evaluate the demographics of people
visiting the site.
Facebook Insights reveals the demographics of visitors to the State
Farm Facebook page and how often fans are interacting with the
page. This will allow us to evaluate whether the campaign is reaching
the correct audience.
Post tests will be conducted in order to determine the effect of our
campaign on positively changing perceptions. The effect of our
campaign on increasing market share will be determined by increased
policy sales.
We Conducted Surveys to Initially
Research the Target Audience
After reviewing the surveys, we decided to subdivide our target
audience into three separate levels of independence: Dependent,
Semi-Independent and Independent.
While all groups responded well, semi-independents are most
likely of all levels to buy insurance from a company that encourages
them to serve/help others.
Of the semi-independents surveyed, 66 percent agree
that they are more likely to buy insurance from a company
that supports their lifestyle.
The other 33 percent strongly agree.
We Conducted Three Focus Groups to
Initally Evaluate the Campaign
We learned that while the target responds well to humor (as
evidenced from the success of competitors’ commercials), they
also respond quite well on the emotional level.
The seriocomic tone is the tested way to combine the success
humor and the power of emotion.
Our Campaign Objectives
To increase auto insurance market share by three percent among 18
to 25 year olds by May 2011.
To positively change State Farm’s brand perception among 55
percent of socially conscious semi-independents by May 2011.
To position State Farm in the minds of 55 percent of semi-independent
young adults as the auto insurance provider that supports their socially
conscious lifestyle by May 2011.
Evaluation
33. Credits
Ericka Carr, Team Leader
David Ryan Efros, Proposal Project Manager
Madalyn Edgerton, Creative Project Manager
Shane Collins, Media Project Manager
Students of JOUR 470 IMC Campaigns - Jacqueline Ayala-Sataray,
Anaeita Biesiada, Jay Cruz, Krista Gilbertson, Nia Huerta, Robert
Jarrett, Jochabel Reese, Maria Roncal and Justin Warren.
Thanks
We want to express our appreciation of our supportive educators
and mentors: Professors John Naccarato; Kathy Callahan, Ph.D.;
Suken Shah; and Alexander Frazier. Because they have been there
for us, we are empowered with skills and abilities demanded in the
work force.
We’d like to extend our gratitude to our beloved friends and family.
Their selfless service is our inspiration for the SF effect.
We would like to thank the American Advertising Federation, the
National Student Advertising Competition and State Farm Insurance
for providing this amazing opportunity. We hope you believe, as
much as we do, that one little action can truly spark a chain reaction.
In the next five years the spark of the SF effect will make
a noticeable difference in the world.
The layer two cities shine even brighter with the SF effect.
All layer two cities will gradually receive the full campaign
attention of layer one cities. New layer two cities will be
added as the intensity increases.
Because social consciousness is not limited to semi-
independents alone, the campaign will extend to reach
socially conscious independents with power to convince
them to switch to State Farm. Then it will extended to
dependents, the next group to strike out into the world.
Five years from now, those we target today will be making
enduring impressions on the world, truly changing it for
the better. Each small deed they do makes the SF effect
an even greater part of their lifestyle and contemporizes
the State Farm brand.
At the heart of it all they’ll remember State Farm as the
company that tipped the first domino and set them in motion.
Continued Growth & Looking Ahead
32Looking Ahead & Credits
