The document provides a marketing plan for State Farm Insurance to target independent young adults aged 18-25. It outlines research showing this target currently sees State Farm as outdated. The plan's creative strategy and media placements will contemporize State Farm's brand image through a humorous "Keep Goin' Strong" campaign. Both traditional and non-traditional media will be used to reach the price-sensitive yet technologically advanced target market. The $40 million budget will focus on integrated marketing communications to connect State Farm to the target's everyday activities.
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.
Carrie Law has over 17 years of experience in cross-media, communications, and technology fields across Greater China, Asia, Europe, and the US. She has fostered partnerships with leading media companies in China. Law is currently working at Ignite Media Group, a Hong Kong-based media conglomerate that provides advertising, public relations, digital marketing, and publishing services across Macau, Hong Kong, and Guangzhou.
The document provided is the May 2009 issue of the IRDA Journal. It contains statistics on first year premium and policy/scheme numbers for the top 10 life insurance companies in India for the period ending March 2009. Some key highlights include:
- Bajaj Allianz had the highest first year premium of over Rs. 812 crores and over 350,000 individual non-single premium policies.
- SBI Life had over Rs. 2839 crores in individual non-single premium and over 1.6 lakh individual policies.
- ICICI Prudential had the highest individual non-single premium of over Rs. 5121 crores and over 2.4 million policies.
Television Advertising Strategy and Customer Loyalty in Insurance Sector in R...ijtsrd
"Customers are loyal because they believe that they receive superior products or commendable services and favorable treatment from their service providers, and also because they believe they don't have a better alternative. However, these customers may not be aware of the influence or impact that their service provider's advertisements really have on keeping them hooked or bowed to their brand and customer loyalty. The general objective of the study was to analyze the contribution of television advertising to customer loyalty in insurance sector in Rwanda. Specific objectives were to ascertain the determinants that influence customer loyalty in insurance sector in Rwanda, to assess the strategies related to advertisement undertaken by insurance companies on customer loyalty and to establish relationship between television advertisement and customer loyalty in insurance sector in Rwanda. The study design was descriptive analytical design, the population of this research was from insurance companies' customers and employees and the sample size of the study was 98 people. The researcher used Statistical Packaging for Social Sciences SPSS as the statistical tool. The data was presented according to the research questions and research objectives. Tables were used to present data. Data from completed questionnaires were edited, categorized and entered into SPSS and summarized using the percentage of respondents for analysis. Inferential statistics Pearson correlation coefficient was used to analyze data . This research used SPSS programm and found that the coefficient r equal to 0.969. According to Pearson, the correlation of 0.969 96.9 is categorized as positive correlation and this leads to confirm that there is significant relationship between television advertisement and customer loyalty. This study recommended that, to enable meaningful participation, management should focus on advertisement, customer loyalty, and corporate strategy with carefully selected representatives for the skilled employees. Successful Brand loyalty in Rwandan insurance companies requires a strong skilled local leadership through a process of leadership development, community mobilization, capacity building, education, and conscious. Dr. Mudaheranwa Benjamin | Mutambuka Deo | Habimana Theogene | Habinshuti Patrice ""Television Advertising Strategy and Customer Loyalty in Insurance Sector in Rwanda"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-4 , June 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23601.pdf
Paper URL: https://www.ijtsrd.com/management/marketing-management/23601/television-advertising-strategy-and-customer-loyalty-in-insurance-sector-in-rwanda/dr-mudaheranwa-benjamin
Progressive Marketing Summit - Time for A Social Media PlanMoxley Carmichael
Gavin Baker of Moxley Carmichael presented to Knoxville Chamber and Knoxville American Marketing Association members titled, “Time for A Social Media Plan” when you're off to a great start with a blog, a Facebook page and a Twitter account, but how do you decide what to post where and when?
Ashcom Agency is a business located at 109 Nat Turner Boulevard in Newport News, Virginia. The business can be reached at 757-869-0767. The document provides contact information for Ashcom Agency including its address and phone number.
This document presents a direct marketing launch plan for a new online life insurance marketplace. It discusses the competitive landscape, key target audiences, and proposed multi-channel approach using television, radio, print, online and mobile advertising. The goal is to drive new customer acquisition through direct response advertising across multiple media.
This document provides an analysis of the situation for State Farm's auto insurance business. It examines the economic environment, noting opportunities to compete on price and develop tools to help consumers compare rates. The competitive environment is also assessed, with State Farm's main competitors being Geico, Progressive, and Allstate. These companies spend heavily on advertising, especially television commercials, with Geico typically perceived as the biggest spender. The analysis provides context for developing an integrated marketing communications plan to help State Farm maintain its leadership position.
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.
Carrie Law has over 17 years of experience in cross-media, communications, and technology fields across Greater China, Asia, Europe, and the US. She has fostered partnerships with leading media companies in China. Law is currently working at Ignite Media Group, a Hong Kong-based media conglomerate that provides advertising, public relations, digital marketing, and publishing services across Macau, Hong Kong, and Guangzhou.
The document provided is the May 2009 issue of the IRDA Journal. It contains statistics on first year premium and policy/scheme numbers for the top 10 life insurance companies in India for the period ending March 2009. Some key highlights include:
- Bajaj Allianz had the highest first year premium of over Rs. 812 crores and over 350,000 individual non-single premium policies.
- SBI Life had over Rs. 2839 crores in individual non-single premium and over 1.6 lakh individual policies.
- ICICI Prudential had the highest individual non-single premium of over Rs. 5121 crores and over 2.4 million policies.
Television Advertising Strategy and Customer Loyalty in Insurance Sector in R...ijtsrd
"Customers are loyal because they believe that they receive superior products or commendable services and favorable treatment from their service providers, and also because they believe they don't have a better alternative. However, these customers may not be aware of the influence or impact that their service provider's advertisements really have on keeping them hooked or bowed to their brand and customer loyalty. The general objective of the study was to analyze the contribution of television advertising to customer loyalty in insurance sector in Rwanda. Specific objectives were to ascertain the determinants that influence customer loyalty in insurance sector in Rwanda, to assess the strategies related to advertisement undertaken by insurance companies on customer loyalty and to establish relationship between television advertisement and customer loyalty in insurance sector in Rwanda. The study design was descriptive analytical design, the population of this research was from insurance companies' customers and employees and the sample size of the study was 98 people. The researcher used Statistical Packaging for Social Sciences SPSS as the statistical tool. The data was presented according to the research questions and research objectives. Tables were used to present data. Data from completed questionnaires were edited, categorized and entered into SPSS and summarized using the percentage of respondents for analysis. Inferential statistics Pearson correlation coefficient was used to analyze data . This research used SPSS programm and found that the coefficient r equal to 0.969. According to Pearson, the correlation of 0.969 96.9 is categorized as positive correlation and this leads to confirm that there is significant relationship between television advertisement and customer loyalty. This study recommended that, to enable meaningful participation, management should focus on advertisement, customer loyalty, and corporate strategy with carefully selected representatives for the skilled employees. Successful Brand loyalty in Rwandan insurance companies requires a strong skilled local leadership through a process of leadership development, community mobilization, capacity building, education, and conscious. Dr. Mudaheranwa Benjamin | Mutambuka Deo | Habimana Theogene | Habinshuti Patrice ""Television Advertising Strategy and Customer Loyalty in Insurance Sector in Rwanda"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-4 , June 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23601.pdf
Paper URL: https://www.ijtsrd.com/management/marketing-management/23601/television-advertising-strategy-and-customer-loyalty-in-insurance-sector-in-rwanda/dr-mudaheranwa-benjamin
Progressive Marketing Summit - Time for A Social Media PlanMoxley Carmichael
Gavin Baker of Moxley Carmichael presented to Knoxville Chamber and Knoxville American Marketing Association members titled, “Time for A Social Media Plan” when you're off to a great start with a blog, a Facebook page and a Twitter account, but how do you decide what to post where and when?
Ashcom Agency is a business located at 109 Nat Turner Boulevard in Newport News, Virginia. The business can be reached at 757-869-0767. The document provides contact information for Ashcom Agency including its address and phone number.
This document presents a direct marketing launch plan for a new online life insurance marketplace. It discusses the competitive landscape, key target audiences, and proposed multi-channel approach using television, radio, print, online and mobile advertising. The goal is to drive new customer acquisition through direct response advertising across multiple media.
This document provides an analysis of the situation for State Farm's auto insurance business. It examines the economic environment, noting opportunities to compete on price and develop tools to help consumers compare rates. The competitive environment is also assessed, with State Farm's main competitors being Geico, Progressive, and Allstate. These companies spend heavily on advertising, especially television commercials, with Geico typically perceived as the biggest spender. The analysis provides context for developing an integrated marketing communications plan to help State Farm maintain its leadership position.
This document summarizes the findings of an insurance awareness study. It collected data on consumers' top-of-mind awareness of auto insurance providers from surveys and compared it to providers' advertising spending and market share data. A marketing mix model was developed that found display advertising to be 9 times more effective than TV at generating awareness. The study showed State Farm was generating higher awareness than expected given its advertising spending, likely due to higher spending on digital display ads than competitors. The document provides recommendations on where insurance providers should focus advertising spending and ways to improve ad creative performance.
Here is a 30-second television commercial for State Farm Renters Insurance:
Scene 1: A young woman is shown studying at her apartment. Text appears on screen that says "Learn ON."
The woman gets up and walks into her kitchen. Her roommate is cooking and a pot on the stove catches on fire. The roommate panics as the fire spreads.
Scene 2: Text appears that says "Shop ON." The woman calls her State Farm agent on her phone. Her agent answers and says "Don't worry, I've got you covered. With renters insurance, we'll take care of replacing all your belongings."
Scene 3: Text appears that says "Live ON." The next scene shows the
The document outlines a marketing campaign proposal for Liquid Advertising to increase sales of Kashi All-Natural frozen pizzas by 15% through promotional events and advertising that promotes Kashi's message of healthy living. It provides an analysis of Kashi as a company, the frozen pizza market, Kashi's pizza product, competitors like Amy's and Wolfgang Puck, and the target consumer profile. The goal is to position Kashi as a leader in the natural and organic food market and increase awareness of their pizza line while staying true to their healthy lifestyle messaging.
Some years ago, Paul Dourish introduced the concept of embodiment, which describes the distance between bytes and atoms. Leandro will speak about how an Italian company is working to reduce this distance, by creating emotional virtual agents to move bytes toward atoms on one side, while moving atoms toward bytes, Second Life's human users, on the other.
- Some years ago, Paul Dourish introduced the concept of embodiment, which describes the distance between bytes and atoms. Leandro will speak about how an Italian company is working to reduce this distance, by creating emotional virtual agents to move bytes toward atoms on one side, while moving atoms toward bytes, Second Life's human users, on the other.
This document provides information about Julie Babikan's PowerPoint portfolio. It lists various presentation topics she has created presentations for, including nutrition presentations, healthcare presentations, women's motivational speaking, technology presentations, and more. It also includes a presentation menu at the bottom. The document shows Julie Babikan's experience creating presentations across different industries.
The document discusses marketing strategies for State Farm's renter's insurance aimed at 18-24 year olds in Denver. It finds that competitors like Geico and Progressive currently have an advantage through humorous ads. It proposes using out-of-home advertising like billboards and bus wraps as well as online ads to reach this demographic. The campaign aims to reposition State Farm as not just for parents and illustrate the value of renter's insurance for common issues young renters face. The total estimated cost of the campaign is $144,392.
Ad Effectiveness and Performance - Life Insurance Dec 2007JuxtConsult
One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as increase their user base by enhancing the usability of the website and adding in user friendly applications. This report based on the survey done predicts what will be the future market share (brand performance) of the online shopping portal based on its sustenance, loyalty, pull and persuasion. The key attributes that are captured in to find out these metrics are TOM Brand and Ad Recall, user base etc.
The document summarizes the results of a survey of 80 IT professionals involved in server infrastructure decisions at companies with multiple locations. It finds that the top IT challenges are the total cost of ownership of legacy systems and managing too many systems management tools. On average, respondents reported spending 25 hours per week responding to and remediating server-related issues. About a third of existing server environments are planned for upgrade or replacement in the next 1-2 years, and nearly two-thirds of respondents said their organizations were likely to make net new investments in servers over the next 12 months. The biggest perceived benefits of investing in servers included handling increased data and improving performance and scalability.
New entrants—more customer-centric and digitally sophisticated than most established carriers—are
transforming the way insurance is bought and sold.
Their scalable, digital platforms, augmented by
analytics, threaten the traditional distribution model.
And at the core of the new operating models, powerful
multi-industry partnerships are redefining the
insurance distribution ecosystem.
In short, they are taking the “I” out of distribution,
and replacing it with the “we” of effective,
broad-based partnerships.
The CEO of Generali Group presented at the UBS Italian Financial Services Conference in Milan on January 22, 2010. In his presentation, he discussed:
1) The uncertain but gradual global economic recovery and challenges from stricter capital requirements for insurers.
2) Mixed recovery in insurance markets, with opportunities in life insurance but challenges in property and casualty.
3) Generali's positive results in 2009, with growth in gross written premiums, net result, and shareholders' equity from 2008 to the first three quarters of 2009.
This document discusses consumer wine purchasing behavior and strategies for wine brands to connect with consumers. It notes that consumers have many options but little time to choose wine. It also outlines four types of Australian wine brands - Brand Champions that appeal through accessibility, Generation Next that innovates marketing and products, Regional Heroes that foster region-variety associations, and Landmark Australia that builds on quality and reputation. The document advocates helping consumers enjoy wine through education on Australia's diversity of wines.
Generali is a large global insurance company founded in 1831 based in Italy. It has over 70 million customers across 68 countries and 85,000 employees. In 2010, it had over 73 billion euros in premiums and was ranked #19 on the Fortune Global 500 list. Generali China Life Insurance was awarded "Best Foreign Life Insurer" by Chinese netizens and Generali is the official sponsor of Ducati in MotoGP racing. PT Asuransi Jiwa Generali Indonesia is located in Jakarta and has patented the ARMS investment strategy which outperforms traditional buy and hold strategies.
Integrated Marketing Communication Plan - State FarmMarcelo Brescia
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.
The document presents data showing that more creative advertising campaigns are more effective than less creative ones. It shows that agencies awarded for creativity on average win more effectiveness awards per $1B billed and have higher success rates, efficiency, and ability to influence perceptions of the brand and company. Creatively awarded campaigns are also linked to higher stock price growth. While rational messages were once prioritized, emotional campaigns now see higher rates of effectiveness. The data suggests that creativity helps campaigns start conversations and gain fame/awareness.
The Image - The Generali Group and the Art of Advertising - IIGenerali
Generali and other companies it would later acquire, such as Toro, Alleanza, and INA, began producing posters and other advertising materials in the late 1800s and early 1900s to promote their businesses. These early advertisements featured illustrations in styles popular at the time like Art Nouveau. Notable artists such as Plinio Codognato designed posters for these companies that helped increase their visibility. INA in particular produced many posters after its founding in 1912, some of which featured their iconic symbol of a sower designed by Andrea Petroni.
The workshop will have two parts. The first part will involve project presentations from each team, presenting consumer-focused strategy cards, and a brainstorming session using the cards. There will then be a short break. The second part will consist of developing tangible actions based on the brainstorming session, followed by presentations from each team on what they learned and improved during the workshop by using the cards. The strategy cards are a tool to brainstorm ideas to better communicate, collaborate and innovate with consumers and stakeholders to promote sustainable consumption and behaviors.
Generali's first half 2016 results showed a net profit of €1.2 billion despite weak financial markets impacting life insurance premiums. Gross written premiums were €37 billion and operating return on equity was 12.9%, while the economic solvency ratio remained strong at 188%.
#GivingTuesday 2014 - Get Creative with Your Campaign! RazooGiving
Learn about some easy-to-use tools to enhance your videos and photos for your #GivingTuesday fundraising page.
Watch the full presentation at: https://www.youtube.com/watch?v=XH66urLqvfM
The document introduces Mor Cosmetics' 2010 creative campaign called "Wonderlandia" and provides a table of contents that lists 15 pages describing their new gift packs, collections, and products including Little Luxuries lip nectars, the Classic Collection, Emporium black and white candle collections, Marshmallow EDT perfume, and a Deluxe Spa orange blossom collection. It also provides contact information for Sarah Easson, the marketing and communications manager, for any media or image requests.
This advertising and promotion plan aims to target 18-24 year olds in the Denver metro area who are renting their first homes. The campaign "It's Your Stuff...Protect It" will use humor and relatable situations to promote State Farm's renter's insurance. Tactics will include out-of-home advertising, print ads, internet advertising, and sponsoring local events like a housing fair. The objectives are to raise awareness of renter's insurance and position State Farm as affordable for younger renters.
This document outlines an advertising campaign by Roots Agency for the Roads and Transport Authority (RTA) in the UAE to promote child car safety. It analyzes statistics showing that most child deaths in traffic accidents are due to unrestrained children. The campaign aims to raise awareness of this issue and change attitudes and behaviors of parents towards properly securing their children in vehicles.
This document summarizes the findings of an insurance awareness study. It collected data on consumers' top-of-mind awareness of auto insurance providers from surveys and compared it to providers' advertising spending and market share data. A marketing mix model was developed that found display advertising to be 9 times more effective than TV at generating awareness. The study showed State Farm was generating higher awareness than expected given its advertising spending, likely due to higher spending on digital display ads than competitors. The document provides recommendations on where insurance providers should focus advertising spending and ways to improve ad creative performance.
Here is a 30-second television commercial for State Farm Renters Insurance:
Scene 1: A young woman is shown studying at her apartment. Text appears on screen that says "Learn ON."
The woman gets up and walks into her kitchen. Her roommate is cooking and a pot on the stove catches on fire. The roommate panics as the fire spreads.
Scene 2: Text appears that says "Shop ON." The woman calls her State Farm agent on her phone. Her agent answers and says "Don't worry, I've got you covered. With renters insurance, we'll take care of replacing all your belongings."
Scene 3: Text appears that says "Live ON." The next scene shows the
The document outlines a marketing campaign proposal for Liquid Advertising to increase sales of Kashi All-Natural frozen pizzas by 15% through promotional events and advertising that promotes Kashi's message of healthy living. It provides an analysis of Kashi as a company, the frozen pizza market, Kashi's pizza product, competitors like Amy's and Wolfgang Puck, and the target consumer profile. The goal is to position Kashi as a leader in the natural and organic food market and increase awareness of their pizza line while staying true to their healthy lifestyle messaging.
Some years ago, Paul Dourish introduced the concept of embodiment, which describes the distance between bytes and atoms. Leandro will speak about how an Italian company is working to reduce this distance, by creating emotional virtual agents to move bytes toward atoms on one side, while moving atoms toward bytes, Second Life's human users, on the other.
- Some years ago, Paul Dourish introduced the concept of embodiment, which describes the distance between bytes and atoms. Leandro will speak about how an Italian company is working to reduce this distance, by creating emotional virtual agents to move bytes toward atoms on one side, while moving atoms toward bytes, Second Life's human users, on the other.
This document provides information about Julie Babikan's PowerPoint portfolio. It lists various presentation topics she has created presentations for, including nutrition presentations, healthcare presentations, women's motivational speaking, technology presentations, and more. It also includes a presentation menu at the bottom. The document shows Julie Babikan's experience creating presentations across different industries.
The document discusses marketing strategies for State Farm's renter's insurance aimed at 18-24 year olds in Denver. It finds that competitors like Geico and Progressive currently have an advantage through humorous ads. It proposes using out-of-home advertising like billboards and bus wraps as well as online ads to reach this demographic. The campaign aims to reposition State Farm as not just for parents and illustrate the value of renter's insurance for common issues young renters face. The total estimated cost of the campaign is $144,392.
Ad Effectiveness and Performance - Life Insurance Dec 2007JuxtConsult
One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as increase their user base by enhancing the usability of the website and adding in user friendly applications. This report based on the survey done predicts what will be the future market share (brand performance) of the online shopping portal based on its sustenance, loyalty, pull and persuasion. The key attributes that are captured in to find out these metrics are TOM Brand and Ad Recall, user base etc.
The document summarizes the results of a survey of 80 IT professionals involved in server infrastructure decisions at companies with multiple locations. It finds that the top IT challenges are the total cost of ownership of legacy systems and managing too many systems management tools. On average, respondents reported spending 25 hours per week responding to and remediating server-related issues. About a third of existing server environments are planned for upgrade or replacement in the next 1-2 years, and nearly two-thirds of respondents said their organizations were likely to make net new investments in servers over the next 12 months. The biggest perceived benefits of investing in servers included handling increased data and improving performance and scalability.
New entrants—more customer-centric and digitally sophisticated than most established carriers—are
transforming the way insurance is bought and sold.
Their scalable, digital platforms, augmented by
analytics, threaten the traditional distribution model.
And at the core of the new operating models, powerful
multi-industry partnerships are redefining the
insurance distribution ecosystem.
In short, they are taking the “I” out of distribution,
and replacing it with the “we” of effective,
broad-based partnerships.
The CEO of Generali Group presented at the UBS Italian Financial Services Conference in Milan on January 22, 2010. In his presentation, he discussed:
1) The uncertain but gradual global economic recovery and challenges from stricter capital requirements for insurers.
2) Mixed recovery in insurance markets, with opportunities in life insurance but challenges in property and casualty.
3) Generali's positive results in 2009, with growth in gross written premiums, net result, and shareholders' equity from 2008 to the first three quarters of 2009.
This document discusses consumer wine purchasing behavior and strategies for wine brands to connect with consumers. It notes that consumers have many options but little time to choose wine. It also outlines four types of Australian wine brands - Brand Champions that appeal through accessibility, Generation Next that innovates marketing and products, Regional Heroes that foster region-variety associations, and Landmark Australia that builds on quality and reputation. The document advocates helping consumers enjoy wine through education on Australia's diversity of wines.
Generali is a large global insurance company founded in 1831 based in Italy. It has over 70 million customers across 68 countries and 85,000 employees. In 2010, it had over 73 billion euros in premiums and was ranked #19 on the Fortune Global 500 list. Generali China Life Insurance was awarded "Best Foreign Life Insurer" by Chinese netizens and Generali is the official sponsor of Ducati in MotoGP racing. PT Asuransi Jiwa Generali Indonesia is located in Jakarta and has patented the ARMS investment strategy which outperforms traditional buy and hold strategies.
Integrated Marketing Communication Plan - State FarmMarcelo Brescia
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.
The document presents data showing that more creative advertising campaigns are more effective than less creative ones. It shows that agencies awarded for creativity on average win more effectiveness awards per $1B billed and have higher success rates, efficiency, and ability to influence perceptions of the brand and company. Creatively awarded campaigns are also linked to higher stock price growth. While rational messages were once prioritized, emotional campaigns now see higher rates of effectiveness. The data suggests that creativity helps campaigns start conversations and gain fame/awareness.
The Image - The Generali Group and the Art of Advertising - IIGenerali
Generali and other companies it would later acquire, such as Toro, Alleanza, and INA, began producing posters and other advertising materials in the late 1800s and early 1900s to promote their businesses. These early advertisements featured illustrations in styles popular at the time like Art Nouveau. Notable artists such as Plinio Codognato designed posters for these companies that helped increase their visibility. INA in particular produced many posters after its founding in 1912, some of which featured their iconic symbol of a sower designed by Andrea Petroni.
The workshop will have two parts. The first part will involve project presentations from each team, presenting consumer-focused strategy cards, and a brainstorming session using the cards. There will then be a short break. The second part will consist of developing tangible actions based on the brainstorming session, followed by presentations from each team on what they learned and improved during the workshop by using the cards. The strategy cards are a tool to brainstorm ideas to better communicate, collaborate and innovate with consumers and stakeholders to promote sustainable consumption and behaviors.
Generali's first half 2016 results showed a net profit of €1.2 billion despite weak financial markets impacting life insurance premiums. Gross written premiums were €37 billion and operating return on equity was 12.9%, while the economic solvency ratio remained strong at 188%.
#GivingTuesday 2014 - Get Creative with Your Campaign! RazooGiving
Learn about some easy-to-use tools to enhance your videos and photos for your #GivingTuesday fundraising page.
Watch the full presentation at: https://www.youtube.com/watch?v=XH66urLqvfM
The document introduces Mor Cosmetics' 2010 creative campaign called "Wonderlandia" and provides a table of contents that lists 15 pages describing their new gift packs, collections, and products including Little Luxuries lip nectars, the Classic Collection, Emporium black and white candle collections, Marshmallow EDT perfume, and a Deluxe Spa orange blossom collection. It also provides contact information for Sarah Easson, the marketing and communications manager, for any media or image requests.
This advertising and promotion plan aims to target 18-24 year olds in the Denver metro area who are renting their first homes. The campaign "It's Your Stuff...Protect It" will use humor and relatable situations to promote State Farm's renter's insurance. Tactics will include out-of-home advertising, print ads, internet advertising, and sponsoring local events like a housing fair. The objectives are to raise awareness of renter's insurance and position State Farm as affordable for younger renters.
This document outlines an advertising campaign by Roots Agency for the Roads and Transport Authority (RTA) in the UAE to promote child car safety. It analyzes statistics showing that most child deaths in traffic accidents are due to unrestrained children. The campaign aims to raise awareness of this issue and change attitudes and behaviors of parents towards properly securing their children in vehicles.
- State Farm is the largest auto insurer in the US with 18.3% market share but faces threats from competitors like Allstate, Progressive, GEICO and Nationwide who are gaining share in the young adult market.
- State Farm is seen as dated by some. Through research, Marke Media found young adults prefer guidance over restriction from insurers and value education, customization and agent access.
- Marke Media created the "State Farm Helps" campaign to show how State Farm agents can help with common issues through personal service and knowledge while respecting independence. The campaign will run across traditional and non-traditional media.
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) The document summarizes research on consumer and advertising trends during the COVID-19 crisis. It finds that consumers are increasingly concerned with the economy but are hopeful about summer.
2) It recommends that brands continue advertising if possible, as cutting spending can hurt long term sales. Creative messaging should show empathy but also avoid being overly sentimental.
3) Established brand characters and nostalgic ads set in the past can provide comfort during uncertain times, while aggressive ads should be avoided. The focus is shifting from the pandemic to envisioning a return to normalcy.
StateFarm NSAC Book - University of Arizonaalexbfeldman
Studio320 conducted research to develop a marketing campaign for State Farm targeted at young adults aged 18-25. Through surveys and focus groups, they found this demographic thinks little about auto insurance and those whose parents pay do not think about it at all. Their $40 million campaign, called "Know It All", will target young adults through three phases using their preferred media like social networks. The goal is to change perceptions of State Farm from traditional to innovative among young adults.
This document provides a campaign plan for Everkin, a phone case and tech accessories company, for their Fall 2019 campaign titled "Made For Everyone." The campaign aims to increase brand awareness and sales by appealing to a broader audience and establishing Everkin as a more gender-neutral brand. Key elements of the plan include situational and market analyses, target audiences of 18-31 and 32-45 year olds, communication objectives of increasing social media engagement and awareness, and tactics such as social media posts, influencer marketing, and search engine optimization.
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
Responsive Marketing in a Real Time World David Armano
It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
COVID-19 Marketing Analysis for the Outdoor & Travel IndustriesColle McVoy
As we’ve navigated the recent unknown with our clients, we’ve created a framework consisting of three phases to help manage the uncertainty: Stabilize, Empathize, Optimize.
The last two weeks have been spent working on stabilizing the welfare of our people, companies and business. We are now beginning to enter the empathize phase, where we gain an understanding of human needs in this new reality and how brands can answer these needs. This deck presents key takeaways from research and articles published this week that reflect current consumer conditions and where marketers in the travel and outdoor industries can focus.
State Farm's advertising and marketing team created a campaign targeting 18-25 year olds, called "Convergents", to promote State Farm insurance. Research showed Convergents value simplicity and accessibility. The campaign's tagline, "That's it", positions State Farm as the easy insurance solution. Executions will showcase State Farm's agent-based model and use of technology to simplify the insurance process. The goal is to increase State Farm's brand awareness, auto insurance sales, and renters insurance sales among Convergents.
1. The document discusses integrating marketing communications to build brand equity. It provides an overview of various marketing communication options including advertising, promotions, event marketing, public relations, personal selling, and integrated marketing communications.
2. It describes the ideal advertising campaign and categories of advertising. It also discusses promotions, event marketing and sponsorship, public relations and publicity, and personal selling.
3. The document emphasizes developing integrated marketing communications programs through evaluating communication options, determining optimal mixes, and guidelines for effective marketing communications.
The Good Report celebrates creativity that promotes sustainability and social responsibility, and this year BBDO was awarded as the #1 Network for Good.
2011 Pharma Brand Champions Will Possess Six Key Marketing Skills AdvanceMarketWoRx LLC
In our ever-changing media landscape, coupled with increasingly powerful ePatient communities, a demand for new standards has arisen. As a result, Pharma [and in reality all marketers] must accelerate their skills in six key areas to separate their marketing communications, and become brand champions. Originally published in DTC Perspectives, March 2011.
COVID-19 Marketing Analysis for Rural AmericaColle McVoy
As we navigate the global pandemic, we’ve created a framework consisting of three phases to help manage the uncertainty: Stabilize, Empathize, Optimize.
The last three weeks have been spent working on stabilizing the welfare of our people, companies and business. We are now in the empathize phase, where we gain an understanding of human needs in this new reality and how brands can answer these needs. This deck presents marketing recommendations based on research that reflect current consumer conditions for rural America.
This document provides an overview of the life insurance industry and discusses why individual life and health insurers have focused on wealthier customers, leaving many with inadequate coverage. It argues that the slow underwriting and issue process is a key barrier preventing insurers from effectively serving middle-income customers through alternate distribution channels like banks. Faster instant issue underwriting could address this by reducing costs, application fallout rates, and sales representative workload, potentially reviving the industry.
This document discusses AFLAC's brand awareness and image promotion strategy. It outlines how:
1) In the 1990s, AFLAC had low brand awareness of 14% due to boring campaigns. To increase this, AFLAC launched the iconic "Duck" logo and extensive TV advertising.
2) The strategy was highly successful - by 2001, 90% of AFLAC's target audience recognized the brand, sales increased 30%, and sales leads grew 20%.
3) AFLAC created brand associations like being #1 in supplemental insurance, doing philanthropic work, and having a unique "Duck" mascot. These increased favorability, strength, and uniqueness of the brand in customers' minds.
This document discusses the branding process used by MAYA, a communications agency focused on marketing to Hispanic Americans. It outlines MAYA's 8-step branding process, which begins with in-depth research to understand target audiences. As an example, it describes research MAYA conducted for the U.S. Census Bureau to help identify barriers and motivations for Hispanic Americans to participate in the census. The process also includes defining the brand, developing messaging around core values, creating consistent branding elements, and measuring effectiveness. The overall goal is to build strong brand recognition through a strategic approach.
2. TABLE OF CONTENTS
2 Executive Summary Shark Attack has the intense and fierce ability
3 Situation Analysis to shred the competition and make your
target their main focus of attack. Starting with
11 Primary Research its creative growl, the media will bite into the
12 Problems & Opportunities target with its sharp teeth and chomp at the
audience with effective IMC promotions. The
13 Creative Strategy attack will be backed with a strong stomach
15 Media Plan for research that can easily digest the target.
25 Creative Executions What’s your plan for attack?
32 IMC
39 Budget Breakdown
THE ATTACK TEAM
RESEARCH DIRECTOR MEDIA DIRECTOR
Amanda Takacs Nicole Rehling
THE STOMACH THE TEETH
CAMPAIGN
DIRECTOR CREATIVE DIRECTOR IMC DIRECTOR
Cory Schneider Marty Filogamo Nicole Botich
THE MOUTH THE GROWL THE CHOMP
1
3. EXECUTIVE SUMMARY
THE CASE have been able to reach independent young adults through
their advertising campaigns, resulting in measurable success.
include mobile ads, web player ads, Internet media site
ads, mall kiosk placements, stair wraps, grocery cart ads and
However, these competitors are catering increasingly to an airport baggage claim clings. Shark Attack will use these non-
State Farm Insurance is the nation’s leading property and impersonal world and often offer auto insurance exclusively. traditional methods to their fullest to reach the target market,
casualty insurance company. To maintain its current position, This is an opportunity for State Farm Insurance and for our as they are an active group who consumes many mediums.
State Farm Insurance must target independent young adults, campaign. Overall, through primary research, Shark Attack Placements will heavy-up in the states with the highest
aged 18-25. Currently, State Farm Insurance is positioned found that it is important to contemporize and build the brand populations of 18-25-year-olds: California, Florida, Illinois,
as a traditional, old-fashioned insurance company to the 17 to attract our target market and to continue upstaging the New York, Ohio, Pennsylvania and Texas.
million independent young adults within the U.S. population. competition.
In addition, State Farm’s established customer base is aging, In order to create buzz and more interaction between
directing the company to choose young adults as the primary State Farm and the target market, Shark Attack will create
target and remain on top of the insurance market. Shark Attack
will effectively and efficiently use media placements, creative
REsults promotional events throughout the yearlong campaign to
create a connection between the two groups. The promotions
executions and promotional events to create a fully integrated Shark Attack has allocated $21 million of the $40 million budget will incorporate State Farm in typical everyday and night
marketing communications plan that will contemporize the to media, using approximately $11.5 million on traditional activities for those in the 18-25-year-old target, as well as large
brand image for State Farm Insurance. placements and $8 million on non-traditional placements. $16 events in American culture (i.e. New Years Eve in Times Square,
million of the campaign budget will be spent on IMC, with the the college BCS national championship, March Madness, etc.).
RESEARCH remaining $3 million allocated for production and contingency
funds. After conducting research, analyzing the market and
Through our primary research, Shark Attack found that the
testing its concepts, Shark Attack believes that it has created
an effective campaign that will connect with the target market.
THE SOLUTION
target is independent young adults, aged 18-25, who are Although the company’s existing customer base in aging,
responsible for 50 percent or more of their living expenses. The target perceives State Farm Insurance as an outdated,
State Farm Insurance still has the resources and the drive to expensive brand for older adults. They perceive State Farm’s
Our campaign will be most visible in the seven major U.S. provide both support and reliable insurance coverage to all
cities which have the largest population of this target market. agent-based insurance model as a luxury they cannot afford.
of their current and future policyholders. Through creative The Keep Goin’ Strong campaign will reposition State Farm
Research showed that the primary target is both racially media placements, State Farm Insurance will be consistently
and ethnically diverse, as well as being goal-oriented and Insurance as a humorous and contemporary brand for young
reinforced as a modern and approachable brand, allowing the adults while achieving top-of-mind awareness. The tagline,
technologically advanced. Through research, it was also target to know that no matter what life throws at them, State
discovered that the target is price-sensitive, as over 60 percent Keep Goin’ Strong, means that no matter what happens in
Farm Insurance will help them to Keep Goin’ Strong. life, State Farm and its agents will be there to support their
of the target’s members are in college and approximately 56
percent are working full-time. The secondary target is “legacy” clients during weak moments. State Farm Insurance will give
the target reassurance that they are taken care of by someone
young adults, those whose parents have State Farm Insurance.
By researching the primary and secondary target markets, we
Executions, who is experienced and understands. The existing Good
also identified a tertiary target: parents. Parents can be an large Neighbor slogan will remain in our ads, under the State Farm
influence on the target when it is time for independent young Media and IMC logo, to maintain the original branding and act as an extension
to the money that the client has already spent promoting
adults to select an insurance company.
it. The target will find the creative executions hilarious but
Shark attack will accomplish the Keep Goin’ Strong campaign
Shark Attack’s primary research showed that State Farm, straightforward, reinforcing the brand image. By creating a
through both traditional and non-traditional media to reach the
compared to its competitors, is behind in grabbing this target’s modern and humorous campaign, Shark Attack will capture
target market. Traditional media methods include collegiate
attention. State Farm’s key competitors are Progressive, the target market and as a result, be successful.
newspapers, network television, radio, national magazines
Allstate and GEICO Insurance companies. The competitors and out-of-home placements. Non-traditional media choices
2
4. SITUATION ANALYSIS
COMPANY Background
State Farm Insurance was founded in 1922 by retired farmer and insurance salesman The State Farm founder’s philosophy of insurance coverage at a fair price, coupled with
George Jacob “G.J.” Mecherle. His motivation for starting the company was simple: fair claim settlement, remains the cornerstone of the client’s success. His original vision
he was intent on treating his customers with fairness and honesty. and values still guide State Farm’s current mission.
Mecherle knew farmers drove less and had fewer accidents than city folks and Today, State Farm insures more cars than any other insurer in North America. They are
thought they should pay less for automobile insurance. The insurance company G.J. also the leading U.S. home insurer. More than 17,000 agents and 68,000 employees
worked for didn’t agree — and suggested he start his own company. serve the company’s 75 million policies in the United States and Canada. State Farm
also provides their customers with a wide array of financial products and services to
That’s exactly what he did. help them manage today and prepare for tomorrow.
1924 1942
Indiana Farm Bureau and State Farm sign State Farm Insurance becomes the
a contract making the Indiana Farm Bureau
1922 the first state agent for State Farm.
largest automobile insurer in the U.S.
Jacob Mecherle started an
insurance company that created
fairness for individual customers.
18%
STATE FARM
SALES AND MARKET SHARE 11.1%
ALLSTATE
As of 2006, the auto insurance industry in the United States totaled over $162 billion.
In the auto insurance market, the top 10 American insurance companies accumulated OTHER 52%
64% of the market share, the highest of which is State Farm. The company is currently 7.3%
ranked 31st in the Fortune 500, a hierarchical listing of American companies by revenue, PROGRESSIVE
and insures more cars and homes in the U.S. than any other insurer. In 2007, State Farm
6.7%
Insurance earned a revenue of nearly $62 billion. GEICO
4.9%
FARMERS
3
5. SITUATION ANALYSIS
Political and Legal Factors
IT’S THE LAW
Car insurance is regulated at the state level, with each state enforcing its own guidelines concerning the minimum
car insurance coverage that is required. All states have laws regarding the minimum amount of liability coverage
a driver must have in order to legally drive their vehicle, though it may be considered wise to carry additional
coverage.
Virginia residents, for example, are required by law to pay the state $500 annually if they choose not to carry
liability insurance on a particular vehicle. New Hampshire, on the other hand, is one of few states that does not
require motorists to carry liability insurance.
The penalties that await motorists who choose not to carry auto insurance vary. It’s not uncommon for such a
motorist to be subject to a hefty fine, license suspension, license expulsion or jail time. Usually, the minimum
required insurance plan, by law, is third party insurance to protect the victim of an accident against being financially
responsible for loss, damage or injury caused by a vehicle.
2006
State Farm was the first property and
1965 1971 casualty insurer ever to help promote
State Farm’s well-known jingle, Like a Good a major feature film — the Disney/
State Farm began marketing health insurance.
Neighbor, State Farm is There, was written by Pixar animated feature film, CARS.
American songwriter Barry Manilow.
PAST Themes
In an effort to attract an emerging and relatively untapped market, State Farm
MAJOR TRENDS
Insurance initiated a young adult task force. The result was the 2006 Now What? The increase in Internet usage has changed the insurance industry tremendously.
campaign, which featured a series of provocative and thought-provoking situations The direct-insurer model, which is exhibited by companies such as GEICO,
that left viewers in a position to make a decision. Overall, the campaign improved Progressive and Esurnace, have an edge in this area because they cater to the
young adults’ attitudes toward insurance understanding, brand recognition and ever-prevalent and growing trend of online insurance purchasing. Along the same
favorability toward State Farm Insurance. Additionally, a significant increase in the lines, the insurance industry has become much more aggressive over the past few
number of new policies written among the target group took place. State Farm’s years — tough economic times have made affordability a top priority, particularly
current promotional budget is $40 million. among the target audience.
4
6. SITUATION ANALYSIS
BRAND EVALUATION DISTRIBUTION
There are a number of companies within the State
BRAND importance Farm Insurance Group, including the State Farm Mutual
Automobile Insurance Company, the State Farm Life
Insurance Company, the State Farm Fire and Casualty
and uniqueness Company and the State Farm Bank. Through these
companies, State Farm provides for the insurance needs
of current clients through an agent-based model with
16,000 agents and 76,500 employees throughout the
“
State Farm Insurance and its agents takes their roles as
“good neighbors” within their community very seriously. 50 states and Canada. This type of business structure
To a State Farm agent, this means being there when gives State Farm’s customers the personal attention and
and where they’re needed, support their customers cooperation they desire. Because of this, all State Farm
and following through on what they’ve promised. State We are people who companies take their Like a Good Neighbor, State Farm
Farm Insurance commits to each protect and serve each is There slogan seriously, living the slogan as a lifestyle
policyholder. The client has built strong bonds and a
make it our business to rather than just viewing as a motto.
tradition of success by ensuring these promises are kept. be like a good neighbor;
State Farm insurance is sold in all 50 states with 16,000
who built a premier agents and 76,500 employees throughout the U.S. and
company by selling Canada.
Customer Satisfaction
Because of their dedication to neighborly service,
State Farm’s customer satisfaction is highest among
all U.S. insurance agencies. According to the
American Customer Service Index (ACSI), State
“
and keeping promises
through our marketing
partnership; who bring
diverse talents and
experiences to our work
of serving the State
Consumer perception
When compared to competing insurance companies,
Farm Insurance ranks first for customer satisfaction for Farm customer. State Farm Insurance is losing the battle for young adults’
property and casualty Insurance with a score of 81 on attention. While they view State Farm Insurance as being
a 100-point scale. State Farm also ranked second for an old-fashioned and outdated brand, members of our
automobile insurance, with a score of 80, tying GEICO. target are attracted to contemporary brands, such as
GEICO and Progressive, because of their humorous
advertising and creative executions. To defend its top
position, State Farm Insurance will have to contemporize
its brand by keeping in touch with the lifestyles of young
adults.
5
7. SITUATION ANALYSIS
“
BRAND PERSONALITY
Our success is built on a foundation of shared
State Farm’s current brand personality is perceived as
being conservative and traditional, typically appealing values — quality service and relationships,
to older generations as a reliable choice for insurance mutual trust, integrity and financial strength.
products. Through the Keep Goin’ Strong campaign,
State Farm’s brand will become a modern and more
Our vision for the future is to be the
approachable brand to those in any age group, primarily
to the 18-25-year-old demographic. State Farm Insurance
will become more like a friend than a service to current
and prospective customers alike.
“
customer’s first and best choice in the products
and services we provide. We will continue to be
the leader in the insurance industry and we will
become a leader in the financial services arena.
Our customers’ needs will determine our path.
Our values will guide us.
Product Evaluation ESTATE PLANNING
State Farm Insurance is currently the number one choice among
Americans for both automobile and renters insurance. Running
business under the agent-based insurance model helps State YOUR SAVINGS, HOME
OWNERSHIP, RETIREMENT,
Farm Insurance maintain their Good Neighbor mind set, as their
agents have the ability to provide guidance and support through
LEGACY EDUCATION PLANNING
the insurance purchase process. In addition, State Farm’s agent-
based model provides consumers with a reliable agent with whom YOUR
DREAMS
they can have as a constant contact for any concerns, questions
PROPERTY/LIABILITY, PREMATURE
and claims submissions. When providing service to their clients,
DEATH, DISABILITY, HEALTH CARE,
State Farm’s agents believe it’s all about the client: their needs,
LONG-TERM CARE, EMERGENCY
YOUR RISKS
their priorities, their values and their future.
SAVINGS, DEBT MANAGEMENT,
BUSINESS OWNERS
6
8. SITUATION ANALYSIS
TARGET MARKET PSYCHOGRAPHICS
The primary target is goal-oriented, more ethnically diverse and more
DEMOGRAPHICS fluent with technology than prior generations. They believe that everyone
has an individual voice but are skeptical when it comes to placing their trust
in a product or service. The target uses a variety of channels to conduct
During the campaign year, there will be approximately 17 million independent young
business for their insurance needs. Members prefer accessing price quotes
adults, paying 50 percent or more of their living expenses and living in the U.S. The
online or over the phone. For advisory issues, members of the target often
target is both racially and ethnically diverse; one in three considering themselves a
prefer to request help in person or over the phone.
minority. More than 60 percent of the target consists of college students and 56 percent
of them are also working full-time. Known as the “Millennial Generation,” the target
Independent young adults are distinguished from dependents by their
is part of the largest age group since the “Baby Boomers.” There are over 11 million
autonomy and decision making on both insurance and financial services
households that currently include a young adult and an additional 3.3 million where a
products. Almost three times as many young adults who pay for their own
young adult is considered to be the head of the household. The secondary targets are
insurance have switched providers compared to those whose parents pay
“legacy” young adults — those whose parents are State Farm Insurance customers. The
for their insurance. Those who are loyal to State Farm Insurance because of
tertiary targets are parents of the primary, as they are both a direct and indirect influence
their parents are called “legacy” young adults. This group is most likely to
on the selection of an insurance company.
return to using State Farm for the security known from parents’ experience.
Young adults are on a budget and are fiscally
conscious. This target worries about reducing
debt and their careers started. They tend to
GEOGRAPHICS believe that nothing bad will ever happen
to them. This target wants to be considered
adults, yet most have limited experiences.
This will be a nationally distributed campaign with
They are Internet-savvy and prefer to take
special consideration given to the states with the
care of most things online.
highest populations of the 18-25-year-olds: California,
Florida, Illinois, New York, Ohio, Pennsylvania and
Texas. State Farm Insurance is licensed to sell insurance
products in all 50 U.S. states and the Canadian
provinces of Alberta, New Brunswick and Ontario.
7
9. SITUATION ANALYSIS
BRAND CAPSULES
THE HIGH SCHOOL GRADUATE THE COLLEGE STUDENT
Alison is 18 years old and lives with her parents. She is about Justin is a 21-year-old student — part of the 60 percent of
to graduate high school and is not interested in learning young adults that attends college. He also works a part-
about spending money to prepare for the unexpected. Alison time job. He is price-sensitive, budgeting his money in
wants to be considered an adult, yet she is unfamiliar with an organized and conscious manner. He is worried about
many of life’s experiences. Her parents are ready to let her accumulating debt paying off his student loans when he
experience this desired independence when she begins to graduates.
attend college and rent her own apartment, though Alison will
then be responsible for more than 50 percent of her living expenses.
THE Non-traditional STUDENT
THE “LEGACY” CUSTOMER Jessica is a 24-year-old nontraditional college student
who is only halfway though her college program. She has
Brett is a 21-year-old college senior whose parents are insured by been working full-time since high school to pay for her
State Farm. When he graduates college, he will be more loyal to college education. Jessica is looking into purchasing her
State Farm Insurance than new prospect independents. He will own insurance policy, since she is no longer covered by her
choose State Farm over a new insurance provider, because his parents’ plan. A local State Farm agent could provide her
parents have had positive experiences with State Farm. with the assistance and security she needs, especially since
she does not have a solid understanding of insurance features.
THE FULL-TIME WORKER THE WORKING PROFESSIONAL
Ronnie is 20 years old and is one of the 17 million independent
young adults responsible for 50 percent or more of their living Ann is 24 years old and is the head of her household; one
expenses. He has developed his mother’s autonomy and of 3.3 million in the U.S. population of young adults. She
decision making with insurance and financial services. Ronnie graduated from college and has a sustainable job, is reducing
moved out of his mother’s house when his graduated high school loan debt and maintaining a successful career. She desires
and got a full-time job. He possesses the working knowledge of the quality of trust and support for her family and is unsure
what he needs to be on his own and is working towards buying of which company would be the best fit.
a new vehicle.
8
10. SITUATION ANALYSIS
COMPETITIVE Allstate Geico
ANALYSIS BACKGROUND Founded in 1931, Allstate is the
largest publicly held personal insurance line in the U.S.
Allstate provides its products to their customers in a
BACKGROUND Originally the Government
Employees Insurance Company, founders Leo and
Lillian Goodwin set out to establish an insurance
variety of ways including agents, banks, and brokers. In company for U.S. government and military
total, Allstate sells 13 different lines of insurance including personnel. From its inception in 1936, GEICO has
auto, life, and commercial as well as offers services such become the fastest-growing major auto insurance
as banking, retirement and investment options for its provider in the country. In 1995, Warren Buffet and
clients. his investment firm, Berkshire Hathaway, purchased
GEICO stock, making it one of its subsidiaries. This
POSITIONING Allstate’s tagline You’re in Good transition had a profound increase on the amount of
Hands with Allstate gives a very strong platform for GEICO’s advertising, resulting in a large period of
its creative strategy. Its current campaign, Our Stand, growth for the company.
features commercials lead by their spokesperson in real
life events ranging from high school dances to football POSITIONING GEICO often uses humor as
ESURANCE tailgating. The commercials feature straightforward
messages emphasizing the benefits Allstate offers to its
a prominent force behind their advertising. Past
campaigns have used 3-D animation in the form of
Founded in 1998 under the name Sierra Holdings customers and the advantages and savings individuals the GEICO gecko and the GEICO cavemen, using
Inc., Esurance began accepting auto insurance can reap by switching insurance providers. the tagline GEICO: So Easy a Caveman Could Do It.
polices in 1999. Though it is now a private insurer Many of the early advertisements operated under
under the White Mountains Insurance Group, the STRENGTHS Allstate is currently the second leading the tagline 15 Minutes Could Save You 15 percent or
San Francisco-based company employs roughly provider of personal property and casualty insurance in More on Car Insurance.
1,700 workers. In 2008, revenue totaled $826 million the nation. As a result, Allstate holds a strong market
after having spent only $120 million on advertising share within the industry. Recently, the company’s STRENGTHS GEICO offers a wide range
the previous year. Esurance is currently licensed to financial ratings have increased, causing the company’s of products to its customers including auto, life,
sell insurance in 30 U.S. states. Erin Esurance, their credibility to grow within consumers’ minds. Along with overseas, motorcycle, home owner, renters, mobile
animated superhero spokeswoman, was designed to their established credibility, Allstate offers its clients home, flood, umbrella, and boat insurance as well as
contrast an industry that is largely perceived to be a wide selection of products and services which has emergency roadside assistance. This diversification
dry and intimidating. The company also positions expanded their customer reach. helps the insurance provider appeal to a wide group
themselves as being more environmentally conscious of potential consumers.
than their competitors by making statements and WEAKNESSES Allstate’s decision to add additional
payments available online. products to their line has produced negative side WEAKNESSES Using humor in its advertisements
effects, lessening the profits of the company as a whole. has gained brand recognition for GEICO, but the
This, paired with the downturn in the economy, in company’s credibility has not been reinforced. The
2008, resulted in a decrease in Allstate’s policies. With young and fun feel of GEICO may not appeal to all
premiums decreasing, the available budget left for consumers. As a result, they are isolating a segment
advertising is threatened. of their market through this approach.
9
11. SITUATION ANALYSIS
progressive Safe Auto
BACKGROUND Progressive Mutual Insurance Company was Safe Auto was founded in 1993 and is headquartered
founded in 1937 by Joseph Lewis and Jack Green. Almost two in Columbus, Ohio. The company currently serves
decades later, in 1958, they added Progressive Casualty Company to 14 states and its average ad spending of $60 million
add auto insurance to their products. The Progressive Corporation has made the company’s jingle infamous among
was formed in 1965 and the company went public in 1971. television audiences everywhere. Currently, Safe
Auto’s marketing has been left in the hands of a
POSITIONING Progressive also uses humor as a foundation for fictional Safe Auto worker, Justin Case. Its 1,100
their advertising strategy. Progressive’s spokeswoman, Flo, is a bold, employees man the phones 24 hours daily to help
fun-loving personality who dominates their commercials. During fulfill the company’s consumer promise to be kept
these spots, Progressive gives shape to a virtual shopping experience Legal for Less.
where the consumer is in charge, emphasizing the customization
options available and the affordability that Progressive can offer.
Progressive’s tagline, Now That’s Progressive, highlights their direct-
insurer model which has easy accessibility for consumers.
STRENGTHS Progressive is widely accepted by consumers,
which gives the company a strong position within the auto insurance
industry. Progressive has also lead the market in motorcycle insurance
since 1998. Having strong positions in both markets is a testament
to Progressive’s brand recognition and customer loyalty. In 2008,
Progressive received a patent for the new approach they invented
to handle automotive insurance claims. Customers can now bring
their vehicles to one of Progressive’s claim sites and pick up a rental
vehicle while the representative writes up a quote, schedules repairs
Nationwide
and handles the business end of the insurance claim for the client.
With annual revenue of approximately $21 billion
This process has increased Progressive’s customer satisfaction and
in 2008, Columbus, Ohio’s Nationwide Mutual
overall productivity, giving them a positive stock in consumers minds.
Insurance Company began as the Ohio Farm
Bureau Federation. Nationwide is heavily involved
WEAKNESSES Due to its size, Progressive has difficulty
with the world of American sports. They are
competing with larger businesses. This disadvantage, paired with the
accredited with bringing Columbus’ NHL franchise
poor performance the company showed over the course of 2008,
to town and, afterward, becoming a title sponsor on
may potentially hurt the company’s credibility in the minds of its
the NASCAR Nationwide Series. Nationwide spent
consumers. Lower revenues will eventually decrease the available
a total of $80 million on advertising in 2007, making
advertising budget.
them a formidable competitor in the field of agent-
based insurers.
10
12. PRIMARY RESEARCH
FOCUS GROUPS SURVEYS
Shark Attack conducted five focus groups with participants, aged 18-25, to learn more about their We collected 100 surveys from within the target to gain a
perceptions of State Farm and the insurance industry. Some individuals were knowledgeable about the greater insight of their media consumption, current perceptions
basics of insurance, while others did not have any experience with insurance. Many participants seemed of State Farm Insurance and their competitors. We learned
to rate the top insurance companies by their familiarity with their advertising. Quality and price was more that when advertising auto
important for those who a had a vague knowledge of insurance, usually purchasing insurance insurance, evening television
after conducting research. The participants in our focus groups did however agree that SURVEYS — 100 and promotional giveaways or
auto insurance is necessary; though, a few people believed renters insurance was not. FOCUS GROUPS — 5 sponsorships were the most
ONE-ON-ONE INTE RVIEWS — 25 influential. The most surprising
AGENT INTERVIEW S—3 finding of our survey concerned
One-on-one Interviews CONCEPT TESTS — 2
the preferred structure of
managing auto insurance. 52
percent of respondents preferred
By conducting 25 one-on-one interviews, our team was able to gain a greater insight of the target’s agent-based models, with a local agent managing the account.
current perceptions of State Farm and their familiarity of the insurance industry as a whole. Looking Only 46 percent of the surveyed target preferred the direct-based
outside the target market, Shark Attack also managed to interview career-oriented males and females model, managing their account strictly online or over the phone.
aged 23-28, who may have graduated from college, started a career, and/or family, in order to obtain
information about how they purchased insurance and their thought process while doing so.
Brand perception
AGENT INTERVIEWS RECOGNIZABLE
FUN/FRESH
EXPERIENCED
We conducted three agent interviews to complete our primary research. These interviews were done in
an effort to collect further information about the insurance industry, giving us an additional perspective to
take into account for our campaign. Learning more about the daily business that is conducted between
State Farm Insurance agents and their clients helped our team conceptualize effective advertising. PRACTICAL TRUSTWORTHY
CONCEPT TESTs
To gauge the target’s response, Shark Attack held concept tests within the various stages of campaign STRUCTURED AFFORDABLE
development. The first phase of concept testing was done while the creative executions were still being
constructed. Using the groups’ feedback, our team made the appropriate revisions and used several
participants’ suggestions in further executions. Testing was also completed once the executions were CUSTOMIZABLE PREMIUM
more concrete, again the suggestions were taken into consideration and final corrections were made.
STATE FARM ALLSTATE GEICO PROGRESSIVE
11
13. PROBLEMS & OPPORTUNITIES
PROBLEMS OPPORTUNITIES
Target market is extremely price sensitive. Persuade the target to take action and visit StateFarmStrong.com, where the
available bundle packages and discounts will be featured.
State Farm lacks awareness and recognition within the target market. Highlight State Farm’s experience and history while implementing a humorous
and straightforward advertising campaign that appeals to the target market.
Though agent-based and direct-based model are equally appealing, it is Disseminate through StateFarmStrong.com that State Farm Insurance agents
perceived that agent-based insurance models are at a disadvantage because are available over the course of nights and weekends, altering the current
of the inaccessibility of agents during nights and weekends. perception.
Statistics show that half of young adults switch insurance providers within the State Farm Insurance can increase the awareness of agent-based insurance
first year due to dissatisfaction with service, specifically because the way they benefits and how they strive for their clients not to feel like a number.
were treated and for price concerns. StateFarmStrong.com will give the target information and different options
which potential policy holders can browse through.
The target is not interested in learning about or researching insurance options. State Farm Insurance has the ability to educate its target in an effective
manner that will hopefully build brand recognition and provide a connection
between State Farm Insurance and new clients.
State Farm’s current client base is aging at an accelerated rate. With Keep Goin’ Strong, start to target current 18-25-year-olds, “Echo
Boomers,” who comprise the largest generation since the “Baby Boomers”.
The target has a skeptical perception about where to place their trust in Present information to the target rather than make it their responsibility to
products or services concerning insurance providers. conduct research.
Many insurance companies target the Caucasian majority, when in actuality Construct creative executions which connect with individuals from any
37 percent of the target population is not actually Caucasian. Multicultural cultural or ethnic background.
young adults comprise more of the population which State Farm Insurance is
targeting.
State Farm’s key competitors offer very similar services and coverage lines. Utilize advertising media that reduces the impact of clutter by competitors’
clutter.
Many members of the target are reluctant to ask for advice, especially Create a campaign that is friendly and welcoming to new policy holders.
concerning financial problems.
12
14. CREATIVE STRATEGY
BUSINESS OBJECTIVES TARGET MARKET
State Farm’s overall goal is to gain a fair share of the young adult market by changing the DEMOGRAPHICS Keep Goin’ Strong’s primary target are the
perception of State Farm among young adults, which will then lead to consideration of the approximately 17 million independent young adults currently living in the U.S.
brand and purchase. This group extremely diverse — they are more accepting of other cultures
and lifestyles than the generations before them and are composed of a wider
• To increase consumption and knowledge of State Farm auto and renters insurance within range of ethnicities. 60 percent of the target identify themselves as college
the target 18-25-year-olds. students and 56 percent claim to work full-time. Children of parents who
• To contemporize State Farm Insurance and make the company top-of-mind for are already State Farm Insurance customers are our secondary target, called
18-25-year-olds. “legacies.” These parents have a great deal of influence on the purchase of
• To increase brand recognition and preference over the competition. insurance, making them Keep Goin’ Strong’s tertiary target.
• To increase trust and loyalty with current and prospective policy holders.
• To establish State Farm as the preferred insurance company and maintain its position as PSYCHOGRAPHICS The primary target is driven and technology-
the number one auto insurance provider. savvy. Their youthful demeanor has made them skeptical about putting
too much trust in a particular company. Use of student loans and limited
income has forced many members of the target to spend their earnings
very conservatively and insurance is typically brushed to the bottom of their
priority list. As a result, it’s difficult to engage the target in a discussion about
ADVERTISING OBJECTIVES preparing for the unexpected, especially when money is involved.
The target uses a vary of media channels on a daily basis. Over-saturation
State Farm’s advertising goal is to develop a fully integrated marketing communications
and clutter in advertising has become a serious concern when given the
program to change the perception of State Farm.
challenge of reaching these individuals. Both the primary and secondary
target prefer to conduct insurance-related business online or over the phone.
• COGNITIVE To gain interest and better educate the target about auto and renters
When problems arise, however, they are more prone to call a representative
insurance.
than dig for answers on untrusted Web sites.
• AFFECTIVE To convince the target that State Farm Insurance is not only an insurance
company, but also a straightforward friend who will encourage consumers to persevere.
GEOGRAPHICS Keep Goin’ Strong is a national campaign with an
• CONATIVE To stimulate the target to choose State Farm Insurance as their auto and
increased emphasis on seven DMAs in California, Florida, Illinois, New York,
renters insurance provider and to eventually become loyal brand consumers.
Ohio, Pennsylvania and Texas. These DMAs have the highest populations of
independent young adults (aged 18-25). State Farm Insurance is one of few
insurers licensed to sell products and cover their clients in all 50 U.S. states.
CONSUMER PROMISE
Life happens. State farm insurance will be there through it all with the friendly service and
security you deserve. With the agent-based program, you are bound to Keep Goin’ Strong.
13
15. CREATIVE STRATEGY
COMPETITIVE FRAME POSITIONING
KEY COMPETITORS GEICO, Allstate and Progressive State Farm Insurance is currently positioned as the number one auto and
SECONDARY COMPETITORS Esurance, Nationwide and Safe Auto renters insurance company. While most young adults describe State Farm
Insurance as a company, they often see it as an old-fashioned, expensive
State Farm currently leads the market in auto and renters insurance. When it comes to brand for more established adults. These perceptions can make young
the brand’s perception among young adults, however, State Farm Insurance, lags behind adults feel that State Farm Insurance is out of touch with people their
its competitors. Several competitors take advantage of direct-insurer models, which base age and, therefore, not an viable insurance option. The desired consumer
their customer support around call centers the Internet. This indirect approach appeals perception is to be a top-of-mind consideration, to be friendly and to be
to our technology-savvy target. State Farm, on the other hand, along with one of its top straightforward.
competitors, Allstate, believe that agents are an essential part of insurance experience.
These insurance companies practice agent-based management models and focus on Primary research showed that young adults perceive State Farm Insurance
offering a more direct approach by using agents to answer questions and provide advice. to be dated and incompatible with their lifestyle. The target does not
understand the value and guidance that an agent can provide and is
hesitant to initiate personal contact when they are used to doing business
in more impersonal ways. Therefore, positioning State Farm Insurance as
a contemporary and upbeat insurance company will create awareness and
TONE AND MANNER amusement. Keep Goin’ Strong will make State Farm Insurance a top-of-
mind option for young adults.
Executions are shocking and humorous but followed by a strong and uplifting message:
Keep Goin’ Strong. Applying this concepts to the target market will change the perception
of State Farm Insurance among young adults and position the brand in the top of the
consumer’s mind
The BIG IDEA
Through life’s big and small moments, everyone
Claim Support needs a good neighbor. Whether it’s being hit in
the face, falling down the stairs or your first little
• Be introduced to an agent who will work with you to customize your insurance plan. fender bender, State Farm Insurance will keep
• We will take care of your needs at your level and for a better value.
• We can handle any problem today to keep you going strong.
their customers going. State Farm supports their
• Online convenience and over the phone 24 hours daily. clients during their weak moments, making them
• We make it personal because we have been there. We want you to Keep Goin’ Strong. strong so that no matter what life may throw at
them, State Farm help will them Keep Goin’ Strong.
14
16. MEDIA PLAN
OBJECTIVE STRATEGY
Reach independent 18-25-year-olds, including Hispanics, African Allocate a large percentage of media spending towards non-traditional
TARGET Americans and Asian Americans responsible for 50 percent or more placements that match the target’s media consumption. Our campaign
of their living expenses. will pair non-traditional media placements with traditional vehicles such as
college newspapers, national magazines and network television.
GEOGRAPHIC
Implement a national campaign that emphasizes the states that Emphasize media placements within the following states: Texas, Florida,
contain the highest populations of the target markets. Illinois, New York, Ohio, Pennsylvania, and California.
Pay close attention to special events and scheduled media placements
SEASONALITY
Create a campaign that extends from May 2010 to May 2011,
within the duration of the campaign year, tailoring advertisements
keeping the creative message current with each execution.
accordingly.
REACH AND
Reach approximately 60 percent of our primary target within the first
half of the campaign with an average frequency of four. Reach 30 Place advertisements in a variety of mediums in an attempt to not only
FREQUENCY
percent of our secondary target and 10 percent of our tertiary target obtain our target reach but also to maintain our desired frequency.
by accounting for media overlap.
Maintain a consistent presence throughout the duration of the
SCHEDULING
Buy media in a pulsing schedule, advertising in each month with an amount
campaign year with a heightened emphasis during months of special
during peak times.
interest.
CREATIVE
Reach a target that has become desensitized to advertising efforts in Advertise in new and innovative outlets to effectively gain attention from
over-saturated, cluttered media. our target audience.
$21 million will be budgeted towards media placement with spending
BUDGET
Effectively allocate 53 percent of the total budget toward media broken down as such: $2 million in collegiate newspapers, $4 million in
placements. Internet, $2.5 million in national magazines, $5 million in network television,
$1 million in Web players and $1 million in mobile.
15
17. MEDIA PLAN
TELEVISION
NETWORK VEHICLE LENGTH DAYPART FREQ MONTHS REACH CPP RP CPM TOTAL COST
ABC Desperate Housewives :30 Primetime 8p-11p 5 9 (Sept - May) 13,951,000 $23,171.00 5.6 $9.30 $648,788.00
ABC Grey’s Anatomy :30 Primetime 8p-11p 5 9 (Sept - May) 13,795,000 $23,171.00 5.6 $9.41 $648,788.00
CBS The Big Bang Theory :30 Primetime 8p-11p 5 9 (Sept - May) 12,729,000 $23,171.00 5.8 $10.56 $671,959.00
CBS March Madness :30 Primetime 8p-11p 3 2 (March - Apr) 11,100,000 $23,171.00 6.5 $13.57 $451,834.50
NBC The Office :30 Primetime 8p-11p 5 9 (Sept - May) 5,590,000 $23,171.00 4.2 $17.41 $486,591.00
NBC Sunday Night Football :30 Primetime 8p-11p 3 5 (Sept - Jan) 21,560,000 $23,171.00 9.1 $9.78 $1,054,280.50
FOX Family Guy :30 Primetime 8p-11p 5 9 (Sept - May) 7,382,000 $23,171.00 3.7 $11.61 $428,663.50
FOX House :30 Primetime 8p-11p 5 9 (Sept - May) 3,910,000 $23,171.00 1.5 $8.89 $173,782.50
FOX World Series :30 Primetime 8p-11p 3 2 (Oct - Nov) 7,641,000 $23,171.00 5.8 $17.59 $403,175.40
THE CW America’s Next Top Model :30 Primetime 8p-11p 5 4 (May - Sept) 3,960,000 $23,171.00 1.7 $9.95 $196,953.50
THE CW Vampire Diaries :30 Primetime 8p-11p 5 9 (Sept - May) 4,113,000 $23,171.00 1.8 $10.14 $208,539.00
TOTAL $5,373,354.90
RATIONALE: Network Television $5,373,354.90
25.59 percent of the media budget was allocated to network television. By broadcasting State
Farm’s Keep Goin’ Strong campaign to a nationally diverse audience, we will increase awareness
within different demographics. Our vehicle selections consist of television programs that target
both males and females. Network television is an excellent way to reach a large percentage of our
target. These 30-second spots will run throughout the length of the campaign year to increase
awareness of State Farm Insurance and to contemporize the brand.
16
18. MEDIA PLAN
RADIO
DMA STATION FORMAT DAYPART FREQ LENGTH CUME GRPS CPP COST/SPOT AQH (%) COST
Chicago WGCI-FM Urban M-F 3-7 PM 60 :30 6.5 390 $252.78 $682.50 2.7 $98,584.00
Chicago WKSC-FM CHR M-F 6-10 AM 60 :30 6.7 402 $210.64 $737.25 3.5 $84,677.00
Cleveland WENZ-FM Urban M-F 3-7 PM 60 :30 6.5 390 $252.78 $682.50 2.7 $98,584.00
Cleveland WGAR-FM Country M-F 6-10 AM 60 :30 5.9 354 $210.64 $737.25 3.5 $74,567.00
Houston KHMX-FM Hot AC M-F 6-10 AM 60 :30 3.8 228 $210.64 $737.25 3.5 $48,026.00
Houston KTHT-FM Country M-F 6-10 AM 60 :30 5.9 354 $210.64 $737.25 3.5 $74,567.00
Los Angeles KDAY-FM Urban M-F 3-7 PM 60 :30 6.5 390 $252.78 $682.50 2.7 $98,584.00
Los Angeles KIIS-FM CHR M-F 6-10 AM 60 :30 6.7 402 $210.64 $737.25 3.5 $84,677.00
Miami WLRN-FM AC M-F 6-10 AM 60 :30 5.8 348 $210.64 $737.25 3.5 $73,303.00
Miami WAMR-FM Spanish M-F 6-10 AM 60 :30 3.1 186 $210.64 $737.25 3.5 $39,179.00
New York City WWPR-FM Urban M-F 3-7 PM 60 :30 6.5 390 $252.78 $682.50 2.7 $98,584.00
New York City WXRK-FM Rock M-F 3-7 PM 60 :30 4.5 270 $252.78 $682.50 2.7 $68,251.00
Philadelphia WXTU-FM Country M-F 6-10 AM 60 :30 5.9 354 $210.64 $737.25 3.5 $74,567.00
Philadelphia WIOQ-FM CHR M-F 6-10 AM 60 :30 6.7 390 $210.64 $737.25 3.5 $98,584.00
TOTAL $1,114,734.00
RATIONALE: Radio $1,114,734
5.31 percent of the media budget was allocated to the top two radio stations in the DMAs with the
highest population of 18-25-year-olds. We chose to utilize radio advertisements to primarily announce
and promote our IMC events. Choosing a morning daypart targets independent young adults on early
commutes to work or school. An evening daypart increases exposure in other segments that may have
been missed by morning advertisements. From hip-hop to country, adult contemporary to Spanish-
language radio, our target will recognize State Farm’s Keep Goin’ Strong campaign as modern and fresh.
Through the radio executions, State Farm Insurance will create awareness of their brand and attract the
target to attend IMC events.
17
19. MEDIA PLAN
MAGAZINE
MAGAZINE CIRCULATION INSERTS AD SIZE GRIMPS COST/INSERT CPM COST
Sports Illustrated 3,218,133 5 Full Page/4C 16,090,665 $320,000.00 $99.44 $1,600,000.00
Glamour 2,290,452 5 Full Page/4C 11,452,260 $170,080.00 $74.26 $850,400.00
Shape 1,701,028 5 Full Page/4C 8,505,140 $162,000.00 $95.24 $810,000.00
TOTAL $3,260,400.00
RATIONALE: Magazine $3,260,400
15.53 percent of the media budget was allocated to national magazines. Magazine insertions are an excellent way to target a national audience and because
of their circulation and extended shelf life. Throughout the year, these advertisements will complement other traditional placements in order to build State
Farm’s brand awareness and work to change the perception of young adults. While the majority of the target does not have yearly magazine subscriptions,
we chose to advertise during special interest months.
RATIONALE: College Newspaper 1,831,649.80
8.72 percent of the media budget was allocated for college newspapers. This category is most effective at reaching the college students who comprise
60 percent of our target. It is estimated that nearly 95 percent of college students read their school newspapers and that there is almost no other print
competitor on college campuses. We chose universities and colleges with the highest enrollment and attempted to reach at least one school in most states.
The placements will coincide with various IMC events happening on and around the respective campuses. In total, we chose to advertise in 50 college
newspapers with 20 full-page, four-color ads.
18
20. MEDIA PLAN
College Newspapers
SCHOOL/ LOCATION OF CAMPUS DMA ENROLLMENT COST/INSERT INSERTIONS TOTAL
Arizona State University - Tempe, AZ Phoenix, AZ 53,298 $2,031.00 20 $40,620.00
Auburn University - Auburn, AL Montgomery, AL 24,602 $1,722.00 20 $34,440.00
Brigham Young University - Salt Lake City, UT Salt Lake City, UT 35,000 $615.00 20 $12,300.00
California State University - Fullerton, CA Los Angeles, CA 37,765 $1,834.80 20 $36,696.00
California State University - Long Beach, CA Los Angeles, CA 34,715 $1,620.00 20 $32,400.00
Colorado State University - Fort Collins, CO Denver, CO 25,000 $976.00 20 $19,520.00
Florida International University - Miami, FL Miami, FL 39,000 $1,161.76 20 $23,235.20
Florida State University - Tallahassee, FL Tallahassee, FL 39,136 $2,588.00 20 $51,760.00
George Mason University - Fairfax, VA Washington, DC 30,714 $1,024.00 20 $20,480.00
Indiana University - Bloomington, IN Indianapolis, IN 38,990 $2,884.32 20 $57,686.40
Iowa State University - Ames, IA Des Moines, IA 28,000 $1,974.00 20 $39,480.00
Kansas State University - Manhattan, KS Topeka, KS 23,000 $2,067.00 20 $41,340.00
Louisiana State University - Baton Rouge, LA Baton Rouge, LA 28,019 $1,167.50 20 $23,350.00
Michigan State University - East Lansing, MI Lansing, MI 46,648 $2,288.00 20 $45,760.00
New York University - New York City New York, NY 54,919 $1,692.71 20 $33,854.20
North Carolina State University - Raleigh, NC Raleigh-Durham, NC 31,000 $1,683.75 20 $33,675.00
Northeastern University - Boston, MA Boston, MA 15,521 $1,435.00 20 $28,700.00
Ohio State University - Columbus, OH Columbus, OH 53,715 $1,438.80 20 $28,776.00
Oklahoma State University - Stillwater, OK Oklahoma City, OK 23,844 $1,326.00 20 $26,520.00
Pennsylvania State University - University Park, PA Johnstown-Altoona, PA 43,998 $2,049.00 20 $40,980.00
Portland State University - Portland, OR Portland, OR 26,587 $1,128.40 20 $22,568.00
Purdue University - West Lafayette, IN Lafayette, IN 40,090 $2,474.04 20 $49,480.80
Rutgers University - New Brunswick, NY New York, NY 52,470 $920.00 20 $18,400.00
University of Arizona - Tucson, AZ Tucson, AZ 38,680 $2,245.50 20 $44,910.00
University of California - Los Angeles Los Angeles, CA 39,650 $3,029.48 20 $60,589.60
University of California - Berkeley, CA San Francisco, CA 35,409 $2,502.00 20 $50,040.00
19
21. MEDIA PLAN
SCHOOL/ LOCATION OF CAMPUS DMA ENROLLMENT COST/INSERT INSERTIONS TOTAL
University of Colorado - Boulder, CO Denver, CO 32,191 $1,299.00 20 $25,980.00
University of Conneticut - Storrs, CT Hartford, CT 29,383 $1,560.00 20 $31,200.00
University of Florida - Gainesville, FL Gainesville, FL 50,000 $2,715.00 20 $34,300.00
University of Georgia - Athens, GA Atlanta, GA 34,180 $2,256.30 20 $45,126.00
University of Illinois - Champaign, IL Champaign, IL 41,918 $3,151.75 20 $63,035.00
University of Iowa - Cedar Rapids, IA Cedar Rapids, IL 30,000 $4,112.76 20 $82,255.20
University of Kansas - Lawrence, KS Kansas City, MO 30,102 $1,769.40 20 $35,388.00
University of Kentucky - Lexington, KY Lexington, KY 26,913 $1,452.90 20 $29,058.00
University of Minnesota - St. Paul, MN Minneapolis-St. Paul, MN 50,883 $1,778.60 20 $35,572.00
University of Missouri - Columbia, MO Jefferson City, MO 30,200 $1,180.00 20 $23,600.00
University of Nebraska - Lincoln, NE Lincoln, NE 24,100 $2,215.20 20 $44,304.00
University of Nevada - Las Vegas, NV Las Vegas, NV 28,000 $1,560.00 20 $31,200.00
University of New Mexico - Santa Fe, NM Santa Fe, NM 20,864 $1,630.00 20 $32,600.00
University of North Carolina - Chapel Hill, NC Raleigh-Durham, NC 28,567 $2,493.00 20 $49,860.00
University of South Carolina - Columbia, SC Columbia, SC 27,994 $1,452.12 20 $29,042.40
University of South Florida - Tampa, FL Tampa, FL 39,852 $1,200.00 20 $24,000.00
University of Tennessee - Knoxville, TN Knoxville, TN 26,476 $1,656.00 20 $33,120.00
University of Texas - Austin, TX Austin, TX 50,170 $3,657.16 20 $73,143.20
University of Utah - Salt Lake City, UT Salt Lake City, UT 29,284 $2,186.00 20 $43,720.00
University of Washington - Seattle, WA Seattle-Tacoma, WA 42,933 $1,740.00 20 $34,800.00
University of Wisconsin - Madison, WI Madison, WI 42,030 $1,505.20 20 $30,104.00
University of Southern California - Los Angeles Los Angeles, CA 33,500 $1,495.00 20 $29,900.00
Virginia Commonwealth University - Richmond, VA Richmond-Petersburg, VA 32,000 $441.76 20 $8,835.20
Virginia Poly and State University - Blacksburg, VA Roanoke-Lynchburg, VA 30,739 $2,197.28 20 $43,945.60
TOTAL $1,831,649.80
College Newspapers
20
22. MEDIA PLAN
MOBILE Out-Of-Home
GRIMPS/ # OF # OF COST/ GROSS COST
LOCATION COST VEHICLE MONTHS COST
MONTH AREAS MONTHS DEVICE IMPRESSIONS MONTH
Cleveland, OH 682,200 10 12 $1,000.00 $120,000.00 Airport Ads 4,500,000 $37,500.00 4 $150,000.00
Chicago, IL 1,822,918 10 12 $1,000.00 $120,000.00 Brand Baseball 50,000 $15,625.00 4 $62,500.00
Los Angeles, CA 2,304,369 10 12 $1,000.00 $120,000.00 Bus Ads 1,000,000 $10,000.00 12 $120,000.00
Miami, FL 1,666,666 10 12 $1,000.00 $120,000.00 Cell Phone Decals 50,000 $25,000.00 4 $100,000.00
New York, NY 1,666,666 10 12 $1,000.00 $120,000.00 Chair Ads 50,000 $15,625.00 4 $62,500.00
Philadelphia, PA 700,000 10 12 $1,000.00 $120,000.00 Grocery Cart Ads 400,000 $10,000.00 12 $120,000.00
Houston, TX 1,500,000 10 12 $1,000.00 $120,000.00 Mall Kiosk Ads 7,450,000 $600,000.00 12 $720,000.00
Atlanta, GA 916,667 10 12 $1,000.00 $120,000.00 Office Clings 1,000,000 $25,000.00 6 $150,000.00
Boston, MA 416,667 10 12 $1,000.00 $120,000.00 Stair Ads 1,000,000 $10,000.00 12 $120,000.00
El Paso, TX 516,000 10 12 $1,000.00 $120,000.00 Toilet Clings 1,000,000 $5,000.00 6 $30,000.00
Las Vegas, NV 1,100,000 10 12 $1,000.00 $120,000.00 Transit Ads 1,000,000 $10,000.00 12 $120,000.00
Milwaukee, WI 600,000 10 12 $1,000.00 $120,000.00
TOTAL $1,755,000.00
Minneapolis, MN 1,266,700 10 12 $1,000.00 $120,000.00
Tampa, FL 400,000 10 12 $1,000.00 $120,000.00
Wichita, KS 347,000 10 12 $1,000.00 $120,000.00
Memphis, TN 543,000 10 12 $1,000.00 $120,000.00
TOTAL $1,920,000.00 RATIONALE:
Out-Of-Home
RATIONALE: Mobile $1,920,000 8.36 percent of the media budget was allocated
to out-of-home advertising, all considered to be
9.14 percent of the media budget was allocated to mobile advertising, one of non-traditional placements. Keep Goin’ Strong will
the most exciting new mediums in the U.S. today. In the selected seven DMAs, attract the target in an effective and creative way,
the Keep Goin’ Strong campaign will place mobile Bluetooth devices in public using uncluttered mediums to invoke humor and
places such as shopping malls, bars and transit stations. express the big idea in a creative, fresh way.
$1,755,000
21
23. MEDIA PLAN
WEB Players
GROSS COST/
VEHICLE SHOW LENGTH # OF EPISODES IMPRESSIONS CPM COST
IMPRESSIONS EPISODE
ABC.com Grey's Anatomy :15 15 200,000 800,000 $23.00 $4,600.00 $69,000.00
Desperate Housewives :15 15 200,000 800,000 $23.00 $4,600.00 $69,000.00
CBS.com The Big Bang Theory :15 15 200,000 800,000 $19.00 $3,800.00 $57,000.00
How I Met Your Mother :15 15 200,000 800,000 $19.00 $3,800.00 $57,000.00
CWTV.com Gossip Girls :15 15 200,000 800,000 $15.00 $3,000.00 $45,000.00
Vampire Diaries :15 8 200,000 800,000 $15.00 $3,000.00 $24,000.00
FOX.com Family Guy :15 15 200,000 800,000 $20.00 $4,000.00 $60,000.00
House :15 15 200,000 800,000 $21.00 $4,100.00 $63,000.00
NBC.com The Office :15 15 200,000 800,000 $23.00 $4,600.00 $69,000.00
Heroes :15 15 200,000 800,000 $17.00 $3,400.00 $51,000.00
TOTAL $564,000.00
RATIONALE: Web Players
2.69 percent of the media budget was allocated to
Web players. These efficient, far reaching placements
will appear on the NBC, ABC, CBS, CWTV, and FOX
Web sites and will be shown to viewers of the target’s
most popular shows.
$564,000
22