Austere dynamics powerpoint presentation for State Farm- Given by Chantell…
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Chantelle Battista Kirsten Kruger Kayla Nochi Kayla Ohlson Joseph Stark Ashley Refior
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We were asking to come up with a $500,000 marketing plan to help improve the company's overall appeal to the young adult population.
Transcript of Austere dynamics powerpoint presentation for State Farm- Given by Chantell…
Chantelle BattistaKirsten Kruger
Kayla NochiKayla OhlsonJoseph StarkAshley Refior
Kayla Nochi- Event Planning Advisor
Kirsten Kruger- Strategic Planning Editor
Ashley Refior- Media Planning Coordinator
What we do…Kayla Ohlson- Account Managing Executive Chantelle Battista- Research Acquisition SpecialistJoseph Stark- Creative Consultant
Our Target Market
Branding message
Objectives for campaign
Our Strategies List our tactics
Greeley Stampede Teva Mountain
Games College Campus
Events Social Media Events How do these all
work together? Budgetary
Information Conclusion
In a nutshell…
Why College Students…?WHO IS OUR TARGET
MARKET?College students in Colorado (18-22)
Easiest to reach effectively
Word-of-mouth
Technologically-oriented
Increased education
Sense of freedom
Guerilla Tactics and innovative techniques
It might surprise you…!
“Localized”“Fun and humorous”
“Entertaining”
“Witty slogans”
“Memorable”
“Get a quote from State Farm, it might surprise you.” “Anytime, anywhere… like a
good neighbor State Farm is there”
Insure 5% MORE COLLEGE students in Colorado within a 12 month time frame.
Increase LEGACY CONVERSIONS of our target market relative to last year’s conversions 10% by year’s end.
Increase the FREQUENCY OF TOUCH-POINTS the target market will have with State Farm by 25% by year’s end.
Working for you…
Increase the friend, fan, followership of STATE FARM SOCIAL NETWORKING outlets 15% in the state of Colorado by year’s end.
Generate an IMAGE of State Farm that COLLEGE STUDENTS can better identify with by participating in POPULAR, local events within a 12 month time frame.
What’s in store… Sponsorship for local events◦ Attention-getting, prizes and
incentives, potential consumer participation, brand appreciation
Guerilla Tactics◦ Innovative, word-of-
mouth, viral, uniqueness Social Media
◦ Reach, instant tracking, measurable metrics, involving, target market orientation
Greeley Stampede◦ June 24th-July 4th
2011 Teva Mountain Games◦ June 2nd-5th 2011
Where and When…CSU-Ram Welcome
August 18th-August 22nd 2011
CU-GlobalFest 2011September 2011
CU Family weekend9/30/2011
UNC-Fall BazaarSunday, August 21st 2011
CSU Pueblo-Wolf Pack Welcome
First week of fall semester 2011CU DenverFirst week of School
Best Rodeo around…!
The THIRD LARGEST Rodeo in America
Had OVER1 MiLLION
attendees over the last 5 years!
OVER 89% of them are Colorado Residents
Strategies!
• Platinum Package: $35,000
• Mechanical Bull sign wrap & competition
• Entertainment Stage sponsorship
• Parking Lot Sponsorship • Food Court
Sponsorship 18-34: 46.91%
Mountains…Games…!
40,000 + spectators
Roughly 2,200 compete • 38% are local/regional• 92% are between 18-55
Attracts the young at heart, social-conscious, active people
StrategiesBooths with raffle tickets and PRIZES!!
Remote Control RACE TRACK (3 days)!!
Local College Events:
When they’re at home…
University of Northern ColoradoColorado University, Boulder
Colorado State University Colorado University, Denver
Colorado State University, Pueblo
•Perfect for our Target Market!
•Ability to make State Farm Local and Entertaining!
The media of the social…
Why use it!?
How We’ll Use It!
•Over70% of young adults use Facebook •The American youth spends more time online than any other media
Connect with local agents and their pagesAdvertise
Sponsored events Discuss competitions and prize giveaways
Generate excitement for State Farm
OUR Marketing…the perfect storm
Imagine This…
The Word Is Out…!
How to get people to know!
FLYERS
STICKERS
SOCIAL MEDIA
BANNER WRAPS
RADIO ADS
BILLBOARDS
CAFÉ MEXICALI DISCOUNTS
EVENT DISPLAYS
T-SHIRTS
EDIBLE ADVERTISEMENTS
Total Cost: $150,000.00Greeley Stampede Cost # of uses Sub-Total
Mechanical Bull $3,000.00 6 $18,000.00
Prizes** $1,000.00 1 $1,000.00
T-Shirts (1000) $4,660.00 3 $13,980.00
Sponsorship $35,000.00 1 $35,000.00
Entertainment $760.00 0.4 $304.00
Edible Goodies (100) $100.00 7 $700.00
Raffle Tickets $50.00 2 $100.00
Signs for bull $560.00 4 $2,240.00
Cost Of Event: $71,324.00
Campus Events(5 events) Cost # of uses Sub-Total
Race Car $3,000.00 5 $15,000.00
Prizes*** $1,000.00 5 $5,000.00
Entertainment $760.00 0.3 $228.00
T-Shirts (1000) $4,660.00 2 $9,320.00
Red Man $64.00 12 $768.00
Red Man Suit $70.00 2 $140.00
Raido Ad Creation $500.00 1 $500.00
Raido Ad Air time (10 a day for 3 days) $6,000.00 1 $6,000.00
Booths $50.00 15 $750.00
Stickers (500) $280.00 9 $2,520.00
Raffle Tickets $50.00 1 $50.00
Edible Goodies (100) $100.00 7 $700.00
Face Book Ads (100,000 impressions per day) $50.00 30 $1,500.00
School Booths $50.00 15 $750.00
School Newspaper Ads (Half Page) $530.00 5 $2,650.00
Per event: $9,175.20Cost Of Events: $45,876.00
Teva Mountain Games Cost # of uses Sub-Total
Race Car $3,000.00 3 $9,000.00
Prizes* $1,000.00 1 $1,000.00
T-Shirts (1000) $4,660.00 3 $13,980.00
Booths $1,500.00 3 $4,500.00
Raffle Tickets $50.00 1 $50.00
*Other Teva Giveaways $1,000.00 1 $1,000.00
Red Man $64.00 3 $192.00
Red Man Suit $70.00 1 $70.00
Entertainment $760.00 0.3 $228.00
Stickers (500) $280.00 6 $1,680.00
Edible Goodies (100) $100.00 11 $1,100.00
Cost Of Event: $32,800.00
Money well spent…
In the end…“There is a difference between a company being in a
state, and the consumers feeling that the company has a presence there.”
This Plan Will make State Farm:
LOCALIZED
MEMORABLE
ENTERTAINING RELATABL
E
http://www.hometodenver.com/Stats_Denver.htm#pop http://www.greenbuzzagency.com/marketing-demogra
phics-talkin%E2%80%99-%E2%80%98bout-my-generation
http://www.insureme.com/insurance-agent/selling-to-babyboomers
http://www.insurancetech.com/showArticle.jhtml?articleID=180206346
http://insurance.freeadvice.com/reviews/11/survey/GEICO/ http://www.slate.com/id/2123285/ http://0-proquest.umi.com.source.unco.edu/pqdweb?
did=1214765571&sid=6&Fmt=3&clientId=9577&RQT=309&VName=PQD
http://www.exploresteamboat.com/documents/2011/feb/23/2000-2010-colorado-population-figures-county/
http://www.amazon.com/dp/B003BJ0LO2/ref=asc_df_B003BJ0LO21501118?smid=A3IUSKQITKL0F8&tag=hyprod-20&linkCode=asn&creative=395129&creativeASIN=B003BJ0LO2
http://www.radiocontroltoystore.com/remote-control-cars/
http://www.greenmanfactory.com/order-green-man-suit.html?gclid=CKuOgtbZkqgCFQU6gwodkRKlCQ
http://www.naturalgrocers.com/store/product_info.php?products_id=16618
Alexandre, S. (2011). The Marketing Tatics That Helped Us Crack The College Market .Retreived from bNet: www.bnet.com
Fenn, D. (2010). Five Sure Fire Ways to Reach the Youth Market. Retrieved from bNet: www.bnet.com
Passel, J. S., & Suro, R. (2003). The Rise of the Second Generation:. Washington DC: Pew Hispanic Center.
Winslow, L. (2008). Renters insurance protects students' valuables. Tulsa World .
Zinkewicz, P. (2008). Oportunidad. Soderberg Insurance Rough Notes , 64-65.
http://www.oas.samhsa.gov/2k6/youngTX/youngTX.htm http://ceri.msu.edu/publications/pdf/JobChar4-16.pdf http://www.prb.org/pdf05/transitiontoadulthood.pdf *All data presented above comes from the PowerPoint presentation and
pdf file presented by the group doing competitive research for class, unless otherwise noted.
http://www.archrival.com/work/6/state-farm-campus-attack State Farm sounding like its rivals to stay on top of them. By: Mullman,
Jeremy, Advertising Age, 00018899, 3/29/2010, Vol. 81, Issue 13 Database: Business Source Premier http://www.indianainjuryblog.com/2008/07/american_association_for_just
ice_releases_study_on_us_insurance_industry.html http://www.propertyinsurancecoveragelaw.com/2009/10/articles/state-far
m/do-state-farm-customers-really-hate-state-farm-as-state-farms-attorneys-publicly-argue-they-do/
http://www.facebook.com/mayhemhere#!/group.php?gid=269058170646&v=wall
maybe? http://www.statefarmwarning.com/docs/InsuranceTactics.pdf http://www.statefarm.com/insurance/auto_insurance/ins_auto_college.as
p
http://www.statefarm.com/aboutus/diversity/marketplace/marketplace.asp
http://www.danbogosh.com/sf-nowwhat.html http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid
=109926
http://www.archrival.com/work/6/state-farm-campus-attack http://www.associatedcontent.com/article/51624/comparison_of_progress
ive_geico_and.html
http://www.carinsurancecompanies.com http://ultimateracecarparties.com/Race_Car_Party_Prices.html
http://www.google.com/products/catalog?hl=en&q=flat+screen+tv+prices&rlz=1R2GGLL_en&psj=1&bav=on.2,or.r_gc.r_pw.&wrapid=tlif130246686026410&um=1&ie=UTF-8&cid=15833305688464778739&sa=X&ei=VRGiTeYkiPa2A7eC1PoM&ved=0CF0Q8wIwAg#
Where it was found…
