state farm presentation_[1]

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


Competition


Target Audience

Recent Grads

New entrants in Job Market

New Homeowners

New Car Owners


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


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?


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


Creative Brief


The Creative Work


Outdoor AdTIP # 1

Show HIGH

Grades to your

ParentsXLocal Agent

www.statefarm.com


http://www.statefarm.com


Outdoor Ad

Tip # 2

Buying Your First Car?Look for auto insurance where

you get the most for your money.

www.statefarm.com




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




Direct Mail


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




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




Brochure


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.


Promotions


Public Relations

Car Insurance 101

- female agents educating women on how to purchase

insurance

Game Prizesincludes:

-car safety kits-gas cards-air fresheners


Sponsorship Event


Media Plan Overview

Media Plan Sept. Oct. Nov. Dec. Jan. Feb. March April May June July Aug.

Public Relations

Non-Traditional Media

Print

Direct Mail

Outdoor

Brochures

Promotions

Social Media


Thank YOu for

Your Time & Participation!

IVSInnovative. Visionary. Solutions.


state farm presentation_[1]

Education