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Integrated Marketing Communication Plan - State Farm
This document outlines an integrated marketing communications plan for State Farm to target young adults. The objectives are to grow new auto policies among young adults and increase the success of the "Now What" campaign. The strategy involves using a differentiated communication strategy and consistency. It will deliver benefits through telematics and eco-friendly initiatives while supporting causes related to car crashes. The plan is budgeted at $40 million from May 2010 to May 2011 and involves 4 phases: 1) implementing benefits, 2) segmented communication on campuses, 3) mass communication through owned radio, TV and magazines, and 4) evaluation using analytics and metrics.
Integrated Marketing Communication Plan - State Farm
- 1. IMC Plan State Farm 26thMarch 2010 CaterinaKonomiMarceloPacieSinanYuki
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- 4. introduction Fortunately, thereare some more effective ways ! to put these tools together. Let’s see one of them…!
- 5. starting point Economic! Low prices and help Environment ! consumers evaluate prices Differentiated communication strategy and consistence Grow through new Young Objectives ! Adults Auto policies Success of “Now What” Telematics and Technological! STRATEGY campaign eco-friendly Environment ! Relevant content, consumer Support causes touch points and “switcher” behavior related to car crashes Strong brand, but “old perception” business model! Budgeting! $40 million May 2010 Timing! to May 2011
- 6. strategy Economic! Low prices and help Environment ! consumers evaluate prices Differentiated communication strategy and consistence Grow through new Young Objectives ! Adults Auto policies dded to low price, deliver benefits! A elevant message! R Telematics and Technological! STRATEGY Success of “Now What” campaign eco-friendly Environment ! edias that belong to the Young Adults reality! M ppeals to new + current customers! A Relevant content, consumer Support causes touch points and “switcher” behavior related to car crashes Strong brand, but “old perception” business model! Budgeting! $40 million May 2010 Timing! to May 2011
- 7. positioning “Uhhh, State Farm can offer much more benefits to me! More than low prices, they understand my particular needs and treats me in a particular way!”! how about saying this in a shorter and “cooler” way?
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- 9. mix of tools AWARENESS +! ? PERIOD OF TIME Phase 1! Phase 2! Phase 3! Phase 4!
- 10. Phase 1! <IMPLEMENTATION OFTHE BENEFITS>! benefits others actions!
- 11. benefits Party bus! Secure driver! Discounts! State Farm telephones!
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- 13. other actions CAR STICKERS!
- 14. other actions X! Redesign agent offices! Training! agents!
- 15. Phase 2! <Segmented communication>! PR and Agent Press website “students communication” social media apps!
- 16. PR and agentpress ress release! p nvite to events! I ive Discounts G those who publish! an article about State Farm!
- 17. righton.com Right ! On!!
- 18. social media BLOG
- 19. apps Bill Pay! Find Discounts ! in usable places! Register for ! a party bus! Find the roads ! has traffic! Music for driving!
- 20. “student’s communication” Student Newspapers Kiosk Gym CAMPUS Theater Dormitory Bookstore Billboard Cafe • Newspapers ! • Poster! Tools around the campus! • Pamphlet! • In-Person Service! • Flyer !
- 21. Phase 3! <Mass communication>! Own radio magazines ! tv contest!
- 22. State Farm FM Real time FM! traffic alerts 60.5 and traffic reports! Guide of the hottest events news! Teasers! Benefits offered by State Farm! Top music hits!
- 23. magazines Road& Track! AA GQ! Esquire! Cosmopolitan! VOGUE! US Weekly!
- 24. State Farm TVContest State Farm TV Contest! Home The contest Instructions Submit yours See comments Nononononon? Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon
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- 27. budgeting $40 M!
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- 29. evaluation Google Analytics! # of tickets printed! # of musics downloaded! # of followers in twitter! # number ! of apps downloaded! # of “secure drivers” required!
- 30. IMC Plan State Farm 26thMarch 2010 CaterinaKonomiMarceloPacieSinanYuki