This document provides an overview of an integrated marketing campaign for State Farm Insurance targeting single women. It includes a situation analysis noting opportunities to improve State Farm's brand awareness and connection with consumers. Strategic research in the form of surveys and focus groups was conducted. The creative brief outlines the target market as single women ages 18+ and sets the tone as professional, classy, and persuasive to increase awareness of State Farm's affordable coverage and neighborly image through various social media and traditional advertising channels.

1. An Integrated Campaign For<br />75501505283200<br />TABLE OF CONTENTS<br />MEMORANDUM……………………………………………………………………………………………4<br />SITUATION ANALYSIS…………………………………………………………………………………...6<br />STRATEGIC RESEARCH………………………………………………………………………………...13<br />CREATIVE BRIEF………………………………………………………………………………………….16<br />THE CREATIVE WORK…………………………………………………………………………………...18<br />MEDIA PLAN OVERVIEW…………………………………………………………………………………33<br />MEMORANDUM<br />Dear State Farm Insurance and Proximity,<br />It has been a pleasure to work with you both on a new advertising campaign for State Farm Insurance targeting single women with an emphasis on social media. For the first time in United States history single women over the age of eighteen have outnumbered married women over the age of eighteen in 2009. In 2011 single women will be the largest single demographic in the United States. In other words, single women will have major buying power in years to come, even more than the massive amount that they have now. It is a powerful market that advertisers should be extremely aware of. Everyone needs to have insurance, whether it is for their house, their automobile, or life insurance. While researching our target market we have discovered that women have major milestones in their lives that cause them to understand that their insurance needs may change at different points of their lives. When they realize that their current insurance plan may is insufficient to accommodate the changes in their lives they will only consider a new plan and a new insurance company. We will let them know that no matter what the changes are that are going on in their life, no matter what the milestone is, big or small, that State Farm Insurance has them covered and is there for them no matter what their needs are or how they may change. We would like to let single women across America know that State Farm will be there for them no matter what life throws at them. Thank you for giving us this opportunity to work with you and for giving us a chance to show you what we could do for you. Thank you.<br />190500253238Sincerely,<br />Innovative. Visionary. Solutions.<br />.<br />59753504897755<br />SITUATION ANALYSIS<br />Product Description:<br />State Farm is a mutual insurance group that primarily operates in the United States but also in some areas of Canada. They are licensed to sell insurance products in all 50 states of the US, District Columbia and provinces of Alberta, New Brunswick, and Ontario Canada. This company employees about 68, 517 people and is ranked amongst many large brands including Nike, Coca-Cola, Starbucks, and Google. State Farm provides property and casualty insurance, life and health insurance, annuities, mutual funds, banking services, and reinsurance products for both individuals and small businesses. <br />Whether it’s in schools, communities, online through statefarm.com, or offline at one of more than 17,000 agents offices State Farm is there. Even with growth and progression of technology State Farm still strives to help customers through real face to face and personal experiences. The company still operates under the founders mission “operate fairly and do the right thing for our customers.” In addition State Farm does right by the community also, as they are involved in sponsorships, safety programs, education leadership, and service-learning.<br />Being highly ranked and very involved in the community still leaves room for challenges. As much as State Farm does the company is often taken for granted. As many people as they insurer and support in the community State Farm seems to be unknown. It is often confused with one of its top competitors as people try and put the Allstate face to the State Farm brand. <br />One reason people may have a hard time recognizing and emotionally connecting to the brand is due to their conservative marketing approach. While trying to be safe and not alienate anyone State Farm also took on many roles and tried to satisfy the needs of everyone. <br />To overcome these barriers State Farm needs to target more of a general audience instead of several individual groups to make sure everyone is covered. For starters the company can put a face to the brand possibly a representation of the friendly local insurance agents. They need to associate themselves with something attention catching and memorable through advertising to help separate themselves from competitors. One way to do this is through social media, by getting their names out there on the internet through various new schemes. An while technology becomes increasingly more popular to handle business they should inform people about the ease of paying bills, reporting claims, accessing accounts, and many other functions that are available online even through the iPhone. <br />State Farm needs to remain ranked among the top brands and number one in its industry but needs to make some adjustments. The company can still maintain its conservative image and “Like a Good Neighbor, State Farm is There” slogan. However, they need to take advantage of opportunities that will make consumers fall in love with the brand. <br />Competition:<br />741045014027153352800195199087630016154406861175508381068611752616835615950284734040227252967990396240046615358172455502275<br />5721351040130<br />72110607473953986530736600<br />7499350303403044767535782253371215289242544767551498503828415502602574993505149850<br />Target Audience:<br />Women who recently graduated from college with bachelors, masters, and/or Ph.D.<br />Women who are just entering the job market and buying their first car.<br />Women who are purchasing their first home.<br />Women interested in becoming parents in the future.<br />Women interested in becoming married in the future.<br />Overall this audience consists of women being prepared for major life events that they may experience.<br />STRATEGIC RESEARCH<br />Primary Research<br />As individuals looking for car insurance we went to different State Farm agencies in Michigan as well as competitors to get the experience of wanting insurance from that company. We also conducted a focus group with women over the age of 18 and asked them the questions from our questionnaire to get a conclusion as to what women look for when choosing insurance.<br />Secondary Research<br />State Farm website, as well as competitor’s websites as well as commercials from State Farm as well as competitors produced past and present. Questions prepared by group and answered by Kevin Lynch.<br />Consumer Behavior Survey<br />As a group, we compiled a questionnaire with 10 questions that we distributed to 50 people male and female over the age of 18. We did male and female to see what they difference was in the way they searched for car insurance to see what sets the women apart and better target them. <br />SWOT<br />Strengths<br />Strong market position as it is ranked number 34 on Fortune 500 charts for 2010<br />Largest automobile insurer in the U.S. resulting from insuring 1 in every 5 automobiles in America <br />Strong brand recognition and customer loyalty<br />Strong and stable management only two families have ever held top executive positions from 1922 to the present<br />Weaknesses<br />No one face with State Farm <br />Very conservative making it difficult to appeal to younger audience<br />Until recently commercials have been conservative and targeted to an older generation<br />Current social media focuses on building bonds and keeping them which is also targeted to older audience<br />Opportunities<br />Putting a face to the brand possibly a face to represent the friendly local insurance agents<br />Letting people know that they are increasing the ease of paying bills online, making it more accessible even from an iPhone<br />The chance to associate themselves with something attention catching and memorable through advertising that may help to differentiate themselves from their competitors<br />The opportunity to capitalize on the new trend of social media and get their names out there the best they can online through various new schemes<br /> Threats<br />Increasing natural catastrophes likely to increase claims<br />From a corporate standpoint, threats are: competitive pressures & market pricing going below the risk.<br />Maturing categories, products, or services which will result in an increase of consumer claims<br />New regulations have been introduced by the government that the auto insurance will be based on driver’s safety record, mileage driven and years of experience in driving. This has resulted in reduction of car insurance rates greatly. State Farm Insurance also had to cut its insurance rates that resulted in $1.2 billion reduction in underwriting income.<br />Economic slowdown in the US likely to reduce revenues<br />Consumer Profile<br />We are talking to the Modern Single Women over the age of 18. The single women has no children is tech-savvy, diverse, affluent, urban, influential as well as educated. We are reaching nationwide with some 51 million single women in the United States. We are targeting women who have just passed major milestones such as: graduation from school, getting a promotion from work, or even buying their first car or home. <br />CREATIVE BRIEF<br />942975333375State Farm Creative Brief<br />Target Market:<br /> Adults, 18+ ; Primary Focus: single and working women, $30K-50K.<br />What we want our advertising to do:Creative:Social Media: LinkedIn, ChatPrint AdsOutdoor AdsDirect MailBrochuresPromotionsPublic RelationsNon - Traditional MediaTone:Professional, classy, confident, independent, decision-making, security, persuasive <br />Increase brand awareness amongst our target audience to reinforce <br /> State Farm’s neighborly image with security and safety. Create an <br /> exciting buzz to execute our campaign.<br />Key Message:<br />“State Farm® has been in the business of providing excellent auto <br />insurance coverage at an affordable price since 1922. Responding to our customers' needs keeps us the leader in auto insurance.” <br />Executional Mandatories:Avoid sexist image, present women as independent and car insurance savvy while maintaining State Farm’s conservative profileFocus on informing women ways of safety and security, educating women how to buy insurance State Farm continues to provide the best complete auto coverage <br />for your vehicle. Their branches are conveniently located throughout neighborhoods across the nation, making “WOMEN” feel safe and secure. <br /> “Like a good neighbor, State Farm is there.” <br />CREATIVE WORKS<br />www.statefarm.comTIP # 1Show HIGHGrades to your ParentsXLocal AgentThis is the first ad apart of the State Farm Tip Campaign. Various ads in this campaign will inform women on different topics on why State Farm is the best insurance company for them. This particular ad is targeted toward women, who have just completed a major life event which is graduating from college. It will encourage graduates to look on the company website to see why they should be showing their grades to their local agent. The answer is because State Farm offers a Good Student Discount helping them get a lower rate on their insurance coverage. The catchy slogan will grab their attention because the last word “parents” will appear to have been vandalized. Local Agent will appear below the word parents as if it is graffiti written on the ad with red spray paint. This ad will be placed at bus stops in areas near and on campuses of community colleges and universities.Outdoor Ad<br />Look for auto insurance where you get the most for your money.Buying Your First Car?Tip # 2Outdoor Adwww.statefarm.com<br />DIRECT MAIL<br />Make sure you get the best home owner’s insurance coverage.www.statefarm.comTip #3Shopping for your first home???Non-Traditional MediaThis is the third ad apart of the State Farm Tip Campaign. This ad will appear in movie theatre’s prior to the movie starting. It will also be placed near the entrance/exit of theatre’s as a poster. In the digital ad the words “Shopping for your first home???” will flash during the entire frame of the ad. On the poster the bag will appear to be covered in red glitter to be eye catching as women enter the theatre. Here is a list of movies when this ad could possibly be most successful:Eat, Pray, LoveNever Let Me GoSaltStep Up 3DThe Switch<br />Tip # 6Make sure you have an agent who can be there when you need them the most.Like a Good Neighbor, State Farm is There.www.statefarm.comPrint AdThis is the sixth ad apart of the State Farm Tip Campaign. The main focus of this ad is revealing that this customer is satisfied with her State Farm insurance coverage and her agent. The woman is showing that when unexpected things occurs not everyone stresses especially those covered by State Farm. This ad shows something good can come out of something bad when you have the right people there for you. <br />Tip # 7Know that someone will be there when the unexpected happens.RoadRangerAssistanceProgramThis is the seventh ad apart of the State Farm Tip Campaign. The ad will be placed in magazine’s whose primary audience is women. The main focus in this ad is being prepared for the unexpected, and being able to be at ease knowing someone is on the way to help you. Here are a few magazines where this ad can be seen:CosmopolitanSelfGlamourShapeInStyleWomen’s HealthVoguePrint Adwww.statefarm.com<br />BROCHURE<br />PROMOTIONS<br />Free giveaways <br />Promotional key chains

2. Promotional pens/pencils, calculators, magnets, calendars, luggage tags, T-shirts, or coffee mugs that carry your name, logo, and perhaps phone number or Internet address. (Branding our product on other daily used items)

3. 644080569723Lip gloss/ lip Baum, hand lotion, hand sanitizer (branding our product on daily used feminine products.)

4. Premiums/gifts

5. Coupon and rebates/discounts (mail, magazine, newspaper four-color inserts)

6. 4237101144145A deck of playing card

7. State Farm tire pressure gauges

8. State Farm thermoses

9. State Farm eco friendly cloth grocery bags Games and Contests <br />Submit entries in an effort to win prizes (Vacation for two, hotel & Spa, New Car, Free Car Insurance annually 1per branch)

10. Post Contest in the windows which can draw additional customers into your store of local branches (In-Store Contests)PUBLIC RELATIONS<br />6477000-323850Car Insurance 101<br />Location <br />Community center, school, hall, or any other area

11. Ask a women ran association or club if State Farm can speak for one day Duration<br /> Various days throughout the week with female agents at different locations <br />-146050163195Educate women how to buy insurance

12. Pitch without giving that impression of trying to make a sale

13. How to choose the best insurance plan

14. Quotes

15. All the benefits of a given package

16. Bingo: car safety kit, gas cards, air fresheners for game prizes

17. Teach women of all ages how to buy insurance6627495190500

18. Movie clips

19. Taught in one session Samples of Real Associations:<br />Everywoman's Evolution- Southfield, MI

20. Inspire women to grow successfully and become independent

21. Discusses relationships, gender roles, spirituality

22. http://www.meetup.com/everywomansevolutionMI/

23. Professional Women's Club of Chicago- Chicago, IL

24. Helping trend-setting and innovative women connect with their peers

25. Promote business and professionalism

26. http://www.pwcc.org/about-us.aspxSample Syllabus <br />Car Insurance 101<br />Fall 2010Insurance Agent: Lisa Way<br />Date: Wednesday, Sept. 8 from 7-9:30pm<br />Location: Total Health Foods <br /> 13645 Northline Rd <br /> Southgate, MI 48195<br />Class Description:<br />This class serves as general introduction to educate YOU how to search, find, and choose the best car insurance plan with the best benefits for your money. Free of charge, I will teach you how to compare plans to in turn save money. One class will teach you the BASICS of what you need to know before you select an insurance plan. Below, I will layout a schedule of what you will learn in 2 1/2 of this class.<br />7:00: Introduction<br />8:00: Lecture<br />Why do I need insurance?

27. Descriptions of types of coverage’s

28. Liabilities, bodily coverage, deductibles and others

29. How to use safety equipment

30. Quotes, comparing and Saving9:00: Bingo for prizes<br />9:30: Overview and Questions<br /> Thank-You for Participating37023042284736278118-368808Event Details<br />A pink State Farm tent will be set up ran by a female<br />State Farm agent/representative. She will provide insurance<br />information along with food and refreshments, in turn <br />creating future customers.<br />3406249294548511467122098Location: Walk for Breast Cancer<br />Free Foods Offered: <br />Chilled water bottles

31. 5163820182245Granola bars350202595250Games: <br />Bingo

32. Moon bounce <br />Event Specific Promotional Items:<br />Light pink “Live Strong type” arm bracelets that say “Walk for Breast Cancer” with the breast cancer logo, the pink ribbon, and also the State Farm logo

33. Pink breast cancer/State Farm key chain flash lights

34. Pink breast cancer/State Farm water bottlesIf cosponsoring an event make sure the State Farm logo is represent on the event’s t-shirts under sponsors<br />SOCIAL MEDIA<br /> <br /> <br /> <br />State Farm Women Agents will have blogs set up through WordPress linked to their Facebook, Twitter, and LinkedIn accounts. <br />Women reps will update their blogs weekly and give tips how to help successful women with everyday issues. <br />From buying a car to buying a house, we want to show that State Farm is always there to help you.<br /> <br />*For legal reasons we did not make false pages*<br />MEDIA PLAN<br />HERES A CD OF OUR PRESENTATION<br />THANK YOU FOR THE OPPURTUNITY FROM TEAM IVS<br />________________________________________________<br />Cierra CrawfordAmber Deedler<br />________________________<br />Laura Gougeon<br />44577005600700<br />_______________________________________________<br />LaShondra PotterKyle Wimbush<br />www.StateFarm.com<br />