Post on 01-Jul-2015
transcript
An Integrated Campaign For
Presented By:
Innovative. Visionary. Solutions.
IVS
Sunday, August 1, 2010
Situation Analysis-State Farm participates in schools, communities, online, and offline at more than 17,000 locations
-Company insures 40 million drivers but is often taken for granted
-Often Confused with one of its top competitors
-Seeking ways to help consumers fall in love with brand
Sunday, August 1, 2010
Competition
Sunday, August 1, 2010
Target Audience
Recent Grads
New entrants in Job Market
New Homeowners
New Car Owners
Sunday, August 1, 2010
Strategic ResearchPrimary Research
-visited local State Farm agents in various cities
-conducted focus groups
Secondary Research-read news articles about various insurance companies
-examined websites of State Farm and all of its competitors
Sunday, August 1, 2010
Consumer Behavior Survey
Age: Sex:
Survey Questions
1. What is your current car insurance provider?
2. Why did you choose your current car insurance provider?
3. What words or images come to mind when you hear the name State Farm insurance?
4. When thinking about car insurance providers what names or images readily pop up in your mind?
5. Do you know what State Farm insurance is best known for?
6. At a different point in your life do you think you would switch your insurance company?
If yes, why?
7. What do you look for when making your decision on which insurance company to go with?
8. Would you recommend your current insurance provider to friends or family?
If yes, why?
9. What would make you change over to a different insurance provider?
10. When considering which insurance provider to go with, what other than the price matters most to you?
Sunday, August 1, 2010
S.W.O.TStrengths
• Strong market position as it is ranked number 34 on Fortune 500 charts for 2010• Largest automobile insurer in the U.S. resulting from insuring 1 in every 5 automobiles in America • Strong brand recognition and customer loyalty• Strong and stable management only two families have ever held top executive positions from 1922 to the present
Weaknesses
• No one face with State Farm • Very conservative making it difficult to appeal to younger audience• Until recently commercials have been conservative and targeted to an older generation• Current social media focuses on building bonds and keeping them which is also targeted to older audience
Opportunities• Putting a face to the brand possibly a face to represent the friendly local insurance agents• Letting people know that they are increasing the ease of paying bills online, making it more accessible even from an iPhone• The chance to associate themselves with something attention catching and memorable through advertising that may help to differentiate themselves from their
competitors• The opportunity to capitalize on the new trend of social media and get their names out there the best they can online through various new schemes
Threats
• Increasing natural catastrophes likely to increase claims• From a corporate standpoint, threats are: competitive pressures & market pricing going below the risk.• Maturing categories, products, or services which will result in an increase of consumer claims• New regulations have been introduced by the government that the auto insurance will be based on driver’s safety record, mileage driven and years of experience in
driving. This has resulted in reduction of car insurance rates greatly. State Farm Insurance also had to cut its insurance rates that resulted in $1.2 billion reduction in underwriting income.
• Economic slowdown in the US likely to reduce revenues
Sunday, August 1, 2010
Creative Brief
Sunday, August 1, 2010
The Creative Work
Sunday, August 1, 2010
Outdoor AdTIP # 1
Show HIGH
Grades to your
ParentsXLocal Agent
www.statefarm.com
Sunday, August 1, 2010
Outdoor Ad
Tip # 2
Buying Your First Car?Look for auto insurance where
you get the most for your money.
www.statefarm.com
Sunday, August 1, 2010
Non-Traditional Media
www.statefarm.com
Shopping for your first home???
Make sure you get the best home owner’s insurance
coverage.
Tip #3
Movies: Eat, Pray, Love Salt Step Up 3D
Sunday, August 1, 2010
Direct Mail
Sunday, August 1, 2010
Print AdTip # 6Make sure you have an agent
who can be there when you need them the
most.
Like a Good Neighbor,
State Farm is There.
www.statefarm.com
Magazines: Shape InStyle Women’s Health O The Oprah Magazine
Sunday, August 1, 2010
Tip # 7
Know that someone will be there when the
unexpected happens.
Print Ad
www.statefarm.comRoad Ranger Assistance Program
Magazines: Cosmopolitan Glamour Self Vogue
Sunday, August 1, 2010
Brochure
Sunday, August 1, 2010
Social Media
*For legal reasons we did not make false pages*
-blogs updated weeklydiscussing new tip for the week
-topics advising women on milestones and everyday issues
-advice on buying/maintaing houses or cars
-advise on different types of insurance coverage
State Farm Women Agents will have blogs set up through WordPress
linking to their Facebook, Twitter, and LinkedIn accounts.
Sunday, August 1, 2010
Promotions
Sunday, August 1, 2010
Public Relations
Car Insurance 101
- female agents educating women on how to purchase
insurance
Game Prizesincludes:
-car safety kits-gas cards-air fresheners
Sunday, August 1, 2010
Sponsorship Event
Sunday, August 1, 2010
Media Plan Overview
Media Plan Sept. Oct. Nov. Dec. Jan. Feb. March April May June July Aug.
Public Relations
Non-Traditional Media
Direct Mail
Outdoor
Brochures
Promotions
Social Media
Sunday, August 1, 2010
Thank YOu for
Your Time & Participation!
IVSInnovative. Visionary. Solutions.
Sunday, August 1, 2010