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STATE FARM IMC PLAN

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SWOT Analysis

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Competitors

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The New Brand

PROMPT INSURANCE That’s it!

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TRADITIONAL MEDIA ALTERNATIVE MEDIA CONSUMER PROMOTIONS ONLINE TOOLS SPONSORSHIPS EVENTS PUBLIC RELATIONS

INTEGRATED MARKETING COMMUNICATION PLAN

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TV (ABC, ESPN) Magazine (People) Radio Out of Home- Billboard- Airport Radio

Traditional Media

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Bikes, Buses Street Promotion

Alternative Media

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Elevators Cinema

Alternative Media

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KASKOMILE “Pay as much as use”

Gift Cards

Consumer Promotion

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Official Web Page Search Engine Optimization

Social Network Sites- Facebook: Farmville- Second Life

Online Tools

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Craigslist

Online Tools

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NASCAR NBA NFL

Sponsorships

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Events- Concerts

Sponsorships

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Media Timeline   2010 2011  May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

     7/1 Launch                    

Stage Teaser Launch Second burst Third burstBudget 15% 60% 25%TV (Nationwide/ Cable)                          Magagzne                          Radio                          OOH  (Highway, Campus)                          Official site                          Internet                          Search engine optimization                          Craigslist                          SNS (Facebook/Twitter)                          Second Life                          Alternative media                          Street promotion                          Elevator                          Bus                          Car Promotion                          Airport                          Cinema Ad                          Consumer Promotion                          Gift cards                          Kaskomile                          Tie-ins: Enterprise Rent-a-car                          Tie-ins: Car dealers                          Public Relations                          Sponsorship                          NASCAR    Concert    NFL    NBA    

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  IMC % $ Amount

Promotion 25% $10,000,000

Sponsorship 25% $10,000,000

Alternative media 4% $1,600,000

Internet 5% $2,000,000

Traditional Media 40% $16,000,000

PR 1% $400,000

Total 100% $40,000,000

Budget

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Alt

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Inte

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PR

$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$ Amount Budget

$ Amount Budget

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Surveys: - Traditional- Online

Focus Groups

Evaluation

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THANK YOU

SANGHITA MAJUMDER