university of california, irvine

open

Campaign plans book

2010

SNEAK

Attackadvertising

Contents2 Executive Summary

3 Planning

12 Creative

22 Promotions

26 Media

29 Budget

30 Evaluation

executive summary

Campaign Objectives

Research Approach

Communication Strategy

Media

- Make State Farm relevant to the Young Adult market - Create interactive communities which generate sales leads - Connect Young Adults to the State Farm Brand through new auto policies

- Retain Legacy customers and cross-sell Renter’s Insurance

- Create avenues for Young Adults to connect with State Farm Agents - Use positive, empowering messaging - Demonstrate State Farm’s commitment to customer service and value. - Develop a sense of community that makes Young Adults feel welcome and accepted

Understand the psychology behind: - Disinterest in risk and insurance - Feelings of invincibility - Fierce defense of independence - Reluctance to receive information - Perceptions of State Farm as beyond reach

- Determine Young Adults’ media consumption habits - Utilize existing methods while inventing new, fresh ways to reach Young Adults

- Engage Young Adults in their space and on their terms - Maximize exposure while optimizing return on investment

research

Can we weather the storm or will we be feeling it’s effects?

earthquakes,economic recession .....

Hurricanes,

For young adults, worry for their safety has always laid in the periphery. Feelings of invincibility have often prevented their willing entry into the insurance market, in addition to obstacles such as the belief that insurance is unnecessary and non-acceptance of certain brands.

However, these recent events have shown young adults that nothing is certain, and made them feel more vulnerable than ever. Their traditional feeling of invincibility begins to fade as they undertake independence and leaves an empty space that is often filled with doubt. “Can we weather the storm?” is a question that must be answered.

From this question we find a unique opportunity is presented. State Farm has a chance to fill that space. We can provide Young Adults assurance that some of their most valuable possessions are being protected, and that someone will be there when they are in need.

They are fiercely independent, and therefore don’t want to be

told what to do.

Mindset

CONSUMER

They are insecure because of

Limited life experiencesFeeling exposedPeople dictating what they should doPossibility of debt while starting careers

Fear of asking for advice is deeply rooted in the transitional period of young adult life and is imperative in understanding why it is so difficult for insurance providers to reach the young adult market. Many factors play into why they may be afraid to pursue insurance:

CONSUMERCONSUMER

Typically in college or beginning full time careers (ages 18-25)

Considered “independent”, paying 50% or more of their living expenses.

More open and accepting of diversity (18% of market is Hispanic, 15% is African American, 4% Asian American, 63% Other)

Price sensitive!! (3x more switch if they pay for insurance themselves, versus a parent paying insurance)

Young adults in multicultural groups are more likely to be independent (versus a dependent), and are therefore an important market opportunity.

Seek instant gratification (online quotes and account access, advice via phone)

Strong identities and values (do not like feeling “like a number”, self branding)

Disinterested in knowing or learning about risks

Strong sense of invincibility/ invulnerability

Appreciate guidance, so long as people do not dictate at them.

PsychographicsDemographics

Respondents were most likely to shop for insurance in

response to “ ” such as graduating from

college, buying a car, or change in employment.

62% of respondents favor phone, email, or online interaction as a method of purchasing and managing their insurance policies.

When ranking five qualities most valued in an insurance company, price and customer service consistently fell

within the top two with 71% and 68% representation, respectively.

Survey ResultsWe reached over 200 young adults through online surveys to find out what they think about the insurance market.

“Price” and “customer service” were the most compelling reasons to consider switching insurance providers.

31% felt in-person encounters result in agents pressuring them into choosing higher levels of coverage than they were initially interested in.

Focus GroupsWe held focus groups in order to gain a greater understanding

of Young Adults’ feelings towards insurance. We were especially interested in understanding their feelings of

disinterest towards insurance and the invincibility factor.

Taught with extreme examples that have extreme consequences which a small percentage of the population actually experience.

Consequences are distant with low probability of occurrence.

When teachings don’t match experience, lessons are all brought into question.

Easy to say “can’t happen to me” when it never has.

Everyone has a few irresponsible friends to be the statistic. These are the people accidents happen to.

Insurance companies want to make money off your fear and never actually have to deal with you.

Common themes

I feel like insurance companies just want my money and don’t want to have to deal with me otherwise. Then when something does happen they make me feel bad about it. What’s the point of paying you every month to do nothing if you’re just going to start charging me more money when I actually need you?”

Interviews

We followed up with our focus group participants in individual interviews to get more in depth information about their feelings of

independence and insecurity.

- Young adults are anxious about their future and are afraid they won’t “make it”

- Often times fear of failure means not achieving what is expected of them by their family, peers, and themselves.

- When something doesn’t go as planned they feel they are inadequate in some way.

- They do not have the variety of life experience to distinguish unfavorable situations from personal character flaws.

- Feel that they are falling behind their peers and are more worried about their future than others.

- They are aware of their precarious position in life, but can be reluctant to discuss it as this requires admitting weakness or failure.

- Growing up, failure often meant the loss of privileges and independence.

- A great deal of focus is given to individual failures, as they feel they are judged harshly and their ability to survive independently may be questioned.

Competitive Analysis

Customer Service (rating out of 5 stars, JD Power)

State Farm All State Progressive Geico Farmers Nationwide

4.7%

Price

0.00.51.01.52.02.53.03.54.0

NationwideFarmersGeicoProgressiveAll StateState Farm

3/5 2/5 3/5 4/5 2/5 2/5

Satisfaction

2State Farm scoredthe highest with an average of 4/5 or “Better than most”.

All State, Progressive, Geico,Farmers, and Nationwide all scored an average of 3/5 or “About Average” rating.

S W

OT

State Farm’s Agents’ ability to provide guidance.

Comprehensive support of community organizations.

Consumer acknowledged awareness of the State Farm brand.

exte

rnal

advantages opportunities

Target market’s feeling of invincibility / disinterest in learning about risk.

State Farm’s image as non accessible due to being a “luxury” or “grown up” brand.

Perception that State Farm is too expensive for most young adults.

Recent events (economic recession, natural disaster etc.) promote awareness of susceptibility.

Use of new technology for target market, growth of social media.

Desire for an open community that empowers the individual.

Recent events make young adults even more price sensitive than usual.

Other insurance companies’ image of being accessible due to being a “bargain” brand or more “convenient”.

Cultural movement towards desire of impersonal online convenience over personal help.

opportunities

weaknesses

threats

strengths

inte

rnal

Disinterest occurs when theconsequences feel distant

Invincibility is a consequence of extreme messaging

Independence must be fiercely defended to maintain it

Insecurity develops as a result of high expectations and low margin for error

Insurance companies are only interested in making a profit

Key Insights

Accidents happen every day to everyone

Most accidents are not dramatic or life changing

Respect their independence and treat them as equals

Be a resource, not a parent or authority figure

State Farm is willing to go out of their way to help

Positioning

OBJECTIVE

Create an interactive campaign that can be leveraged by State Farm Agents to directly connect with Young Adults

Position State Farm as a partner in life, dedicated to being a helping hand and always looking out for your best interests

Engage Young Adults on their terms as active members of their social communities

Inform Young Adults through value added content that is entertaining and resonates with their lifestyle

MESSAGING

Our primary messaging can be summed up in one unified statement that empowers young adults and provides a sense of community:

I am Independent, but I’m not Alone. - Independence is acknowledged to empower and avoid triggering defenses - Signals that State Farm sees them as equals and will not patronize - Recognizes that being strong and independent doesn’t mean being isolated - Everyone has friends and family who share their experiences, and State Farm will

simply be a part of that

Due to the extreme importance of price in this target market, additional messaging centered around State Farm’s Discount Double Check program

will support the emotional appeal of Independent but not alone.

- Free Discount Double Check shows that your agent is willing to go the extra mile to make sure you are getting the best value.

- Consumer doesn’t have to nag and beg to get all their discounts. - Savings of up to 40% will give a significant value impression without entering price wars

Creative Strategy

In order to leverage this strategy, Agents need to make themselves available through the digital communication mediums Young Adults prefer: - Text Messaging via traditional SMS - Instant Messaging via Online Programs - Video/Voice Chat Online - Social Media sites

By engaging Young Adults on their terms, State Farm will show that it is relevant with their lifestyle and dispel the notion of State Farm as only your parent’s company. This will allow Young Adults to engage State Farm from a comfortable environment and build a trusting relationship with their agent. Small actions, such as wishing them a happy birthday on Facebook, can go a long way in developing this relationship and also expose the Agent to the rest of the Young Adult’s social network. It is critical that individual Agents be willing to adapt to the digital world if they are interested in defending their leadership position within the industry now and in the future.

Making the Connection

Our campaign does more than bombard young adults with numbers and statistics, begging them to buy insurance - It invites them to become part of a community.

INTRODUCTIONS

Young Adults are encouraged to get in touch with State Farm by visiting the State Farm website and social media pages. There they can receive an auto quote, learn more about State Farm and insurance, and interact with various promotional programs. This will give them a chance to get to know State Farm and for State Farm to get to know them.

GETTING IN TOUCH

After visiting and participating in these sites, State Farm will have multiple options to encourage Young Adults to seek contact with an agent.-- Additional-Display-Advertising-- Promotional-events-and-Programs-- E-mail-Blasts-- Social-Media-Interaction-- Direct-Mail

Call to Action

Like a good neighbor, State Farm is there.We use multiple touch points to show that State Farm is always present in a Young Adult’s life, and serves as a valuable friend and resource to help them through any situation.

Acts inclusively and makes people feel welcomed, valued, and acceptedOur executions focus on reaching out and developing personal relationships. “Independent but not Alone” is focused on finding your individual place within a community, and everyone is welcome to join.

Is honest, looks out for your best interests, and has your backWe make sure they know that Agents go out of their way to give them the best value and discounts, and are available to help at any time, no matter how small the favor.

Does not exclude, alienate or disparageWith a positive, empowering message, a community focused atmosphere, and multi-cultural sensitivity, everyone is included and treated as equals.

Does not poke fun at others but is certainly willing to share a good jokeExecutions include light-hearted situational humor to develop a friendly bond between the Agent and the Client, but never at the expense of someone’s feelings or reputation.

Never makes people feel excluded with excessive violence or innuendo that might offendThere is no extremism or hidden message in our campaign. Everything is simple and honest.

Established and experienced yet surprisingly forward-thinkingUtilization of the newest forms of communication show how Young Adults can get the expert advice of a personal agent with the convenience of the 21st century.

Print AdsOur print placements engage the average viewer on two fronts: the first,

depicting an everyday situation that a State Farm Agent may not typically help out in, but demonstrates that Agents will go out of their way to

ensure safety and success for their clients. The second set of scenarios demonstrate that even a Young Adult’s celebrity idol needs assistance

from those trained to work behind the scenes, while allowing the celebrity the space to perform at the top of his game.

Call my Agent

statefarm.com/independent

fan us on facebook

follow us on twitter

The Ad opens with a bee buzzing in the foreground. The background is unclear.

We then see that the bee is in someone’s car and the driver is annoyed.

The driver pulls out his iPhone and opens the State Farm App to call his Agent for help.

Somewhere else, a red State Farm “batphone” rings and someone answers.

The Ad cuts to a pair of feet running quickly down the sidewalk.

It cuts back to the car where the driver is trying to swat away the bee.

We again see the runner this time at the waist, still running.

The driver frantically tries to open the window to let the bee out.

Again we see the runner, still mysterious, clearly dressed to take on anything.

The TV Ad closes with the State Farm logo and a call to action to visit the campaign landing page, fan State Farm on Facebook, and to follow State Farm on Twitter.

The runner is then revealed as a State Farm Agent full-frame approaching the car quickly.

The Agent jumps through the window and ZAPs the bee.

The excitement ends with a firm handshake between the driver and the Agent.

The TV Advertisement shows that a State Farm Agent is willing to go out of their way, even to solve the smallest of problems. The campaign theme of being “Independent but not Alone” is portrayed in an everyday-type situation that puts a Young Adult in the driver’s seat. The end of the story reinforces the positive relationship between the customer and the Agent, as well as delivers a value-based message.

TV Ad

Protect your StuffThese advertisements will be placed online at major web portals such as MSN and Yahoo and while browsing various consumer goods sites such as Engadget or Amazon. They encourage the viewer to protect their future and their independence by protecting their belongings.

Behind the ScenesThe Behind the Scenes online ads consist of exclusive online video content made up of interviews and behind-the-scenes looks into the production of major TV shows, movies, and sporting events. For example, a series may be produced about March Madness or the Oscars. These ads promote the idea that everyone has a backup crew, even the most successful celebrities. Their main objective is to drive viewers to the “Behind the Scenes” promotions events and to the State Farm Facebook page. These videos will be featured on State Farm’s YouTube channel, during commercial breaks on Hulu and Vevo, and on the homepages of ESPN.com and FoxSports.com.

A variety of creative executions will be served up by Google AdSense, displaying content that is directly relevant to the viewer’s interest. This will allow us to serve both auto and renter’s insurance related messaging, both of which will drive users to the campaign landing page.

Digital Ads

Getting in TouchThe various forms of online interaction create additional avenues for Agents to follow up with potential customers. These avenues can be used to distribute additional messaging and promotions to sway Young Adults who have expressed interest in State Farm, but have not yet made a decision.

Options Include:

- E-Mail contacts generated through the campaign landing page and promotional event submissions

- Direct Messages to fans and followers on Facebook and Twitter - Skype Contacts allowing Agents to follow up on Skype Instant Messages or Calls

Direct MailDirect Mail pieces can be included with current policy holders’ monthly billing statements to distribute information and promotions to potential target groups.

- Legacy families with a soon-to-be Independent Young Adults can be contacted with promotional discounts offered to both the current family and the Young Adult. This way State Farm gains additional leverage by giving the parents an incentive and making them an promoter.

- Young Adults who currently own an auto insurance policy can be contacted with information about Renter’s Insurance. State Farm’s generous multi-line discount make renters insurance very attractive to Young Adults, especially those who are already satisfied with State Farm service.

1 The headline “State Farm is there.” conveys the messaging of the campaign and reminds visitors why they have visited the landing page.

2 One of three masthead messages, “There for you. There for you.”, allows visitors a welcoming message that asks them politely to request a quote. By doing so, this fulfills a young adult’s need for instant gratification.

4

This large placement for the campaign feature of “Skype with an Agent” is an exciting graphic that puts the power in the customer’s hands, but demonstrates that a State Farm Agent is current and personable.

5

The “Behind-the-Scenes” and “Summer Concert Tour” boxes drive attention to the promotional aspect of the campaign.

6 This box allows visitors to re-watch the TV Ads and encourages them to share the ads with their friends.

3

1

2

The Twitter status keeps visitors up-to-date with the latest tips and shared content. The social networking buttons above link to State Farm’s social networking pages.

5

6

4

3

Landing PageThe Landing Page is an online hub for the campaign, a place that the creative executions can direct back to, and forward visitors to the right pages to interact with State Farm.

Search Engine Optimization (SEO)

Tracking

Search Engine Marketing (SEM)

OBJECTIVETo make sure that content is easily searchable and shareable through major internet portals such as Google, Facebook, Twitter, and YouTube, as well as the other social networking and search sites.

METHODSWe will pay close attention to every status update and ensure that the landing page and other State Farm online materials are indexed correctly so that they show up as the prominent search results when people use major search engines.

OBJECTIVETo ensure that online and offline efforts are correctly targeted and shared so that we can adapt the campaign to suit State Farm and the target demographic.

METHODSGoogle Analytics: Placing a piece of tracking code enables State Farm’s site administrator to monitor a person’s interactions within StateFarm.com as well as our campaign-specific landing page.

- Integrated with Google AdWords to track post-click data through specific search queries - Ability to track email campaigns and banner ads - Track conversions: from seeing a link to navigating a site and requesting a quote

Facebook Insights: The level of user interaction on Facebook is an excellent way to measure brand engagement. State Farm Facebook Page administrators can track this over time using the insights panel.

Quantcast: Another piece of tracking code allows State Farm’s site administrator to track growth, determine visitor demographics, and see what other websites visitors enjoy.

OBJECTIVETo be at the top of people’s minds when searching with keywords that are relevant to State Farm and the “Independent but not Alone” theme

METHODSGoogle AdWords: By selecting the right keywords that relate to any aspect of the campaign, State Farm, and general insurance purchasing, as well as setting up multiple campaigns for different target demographics and markets, we’re able to communicate effectively with our audience. We plan on using high CPC bids and high budgets to ensure that our ads are placed at the top of every relative search query. Additionally, with Google AdWords placements in mobile websites and applications, we’ll be able to target our independent young adults on the go.

Maximizing Online Presence

Promotions

OBJECTIVE

To communicate State Farm’s exceptional service and position State Farm as an insurance company who legitimately cares about people and follows through on their promises. This also addresses invincibility by showing a positive situation and community coming out of adversity.

State Farm WAS HERE

Pulling information from users’ Facebook and Twitter status updates, State Farm will search for one user each day who has lost or damaged a textbook, phone, or other personal item and award them an Amazon digital gift card to replace it. The user will be sent instructions to redeem the gift card through a State Farm Facebook app which will automatically post a promotional message to their wall, giving State Farm exposure to all of their friends and generating significant internet buzz. With an average gift of $500 per day, users will gladly participate once selected. This daily activity will generate attention for the more elaborate efforts to follow.

MEDIA

As a program which aims to have a positive effect on communities, this program will operate entirely through social media with Facebook as the primary method of interaction. Users will participate through a Facebook application, while news about the program is spread through social media sites such as Facebook, Twitter, Flickr, and YouTube. The entire promotion will live in its own space on the State Farm Facebook fan page.

STRATEGY

Make a real difference in actual communities by contributing resources to fix problems.

Offline

Online

In the same spirit as the online execution, State Farm will choose one real world project to sponsor each month. For example, State Farm could replace old benches or renovate study facilities at a local college. Users will propose projects in their own communities through the Facebook application. A written proposal as well as pictures or video will be required to qualify. At the conclusion of the project pictures, video, interviews, and other mediums cataloging the process and the people involved will be uploaded to appropriate social media sites to gain publicity. Additionally, whenever possible a white band aid graphic with the State Farm logo will be added to completed projects to serve as a real life reminder that State Farm is There.

Facebook ( $250/day + $30 for labor = $11,200/year) + Live ($5000/month = $60,000/year

This program will allow State Farm to touch real people’s lives, letting people know that State Farm is a caring, honest brand which is all about taking action and providing great service. In contrast, impersonal insurers appear to be all talk and disconnected. This sentiment will be reinforced by the presence of the State Farm bandages in real life as well as constant online interaction. This will give State Farm’s good deeds the opportunity to spread virally online as well as be covered by local news publications.

Results

Offline

Execution

STRATEGY

Put young adults behind the scenes of their favorite celebrities to get a firsthand look at all the work that goes into making them successful. This experience will position State Farm as their backup: staying out of the way but always supporting them on their road to success.

OBJECTIVE

To give real life context to the “Independent but not Alone” theme, and

show young adults that even their idols have

back up helping them behind the scenes.

MEDIA

This program will live in its own dedicated space of the State Farm Facebook fan page as well as a themed YouTube channel. It will be promoted through all forms of social media.

Behind the Scenes

Candidates will submit a video essay explaining what inspires them about their selected idol, and what it would mean to them to meet them. A winner will be selected monthly to participate in this program. The selected winner will be taken to observe a day in the life of their idol, not only getting a chance to meet them but participate in making that day’s endeavor a success. Their experience will be recorded and edited into four 15 minute video clips to broadcast weekly through social media outlets. Resources such as photographs and video footage will be provided to the participant as both a keepsake and encouragement to personally share the experience with their friends.

RESULTS

This will create an immersive experience that delivers the “Independent but not Alone” message in an authentic and compelling way. The participants in this program can become strong, lifelong advocates for State Farm within their own personal communities, and their experience can be shared with a much wider audience through social media.

RATIONALE

Amazon is a premiere online retailer offering almost every consumer good imaginable at highly competitive prices. Young adults are familiar with and inclined to making online purchases. A partnership with Amazon will show that State Farm is in touch with their consumer base and understands how they carry carry out their lives.

OBJECTIVE

Facilitate connections between customers

and State Farm agents in a way that is familiar

and comfortable for them.

RATIONALE

Most young adults prefer to interact with their insurance agents online or over the phone rather than in person. By making themselves available through Skype video chat and instant messaging, State Farm agents retain their personal touch but show they are are not only able, but excited to adapt to changes in technology and methods of social interaction. This will combat the perception of State Farm as an outdated brand from your parents’ time, and increase visibility and trust within the young adult demographic.

VIABILITY

This is an excellent chance for Skype to expose themselves to the Young Adult demographic and gain grounds as a professional tool as well as a social application. This will help them advance use of their service for professional purposes such as video conferencing and VOIP services. Thus the professional and reliable reputation of State Farm complements the innovative and fun reputation of Skype to bring growth to both brands.

OBJECTIVE

To provide an avenue for State

Farm to reach out and improve the

lives of individuals.

VIABILITY

State Farm will be driving a significant amount of traffic to Amazon via users who are required to register for an account to redeem their gift card. This is excellent exposure for them on a daily basis, and we can expect Amazon to cover at least half of the cost of gift cards in return for this exposure.

Targeted Groupstrendsetters

the active spirits

cultured

tech titans

prospectiveprofessionals

Tech titans are the first in line for every latest gadget. They love to see how things operate and integrate with

other objects. They constantly notice new advertising

campaigns and interact with those that catch their eye.

These people are individualists who pride themselves on being

pro-active in their everyday lives. They enjoy watching

and participating in all types of active sports. They are also the first to engage others in

activities, making them excellent participants of volunteer

projects.

Trendsetters closely follow the current events of society, including fashion, nightlife, and the lives of celebrities.

They define their own lifestyles, but frequently seek advice

from experienced professionals to guide them. This group is looking

forward to their futures and are working as hard as possible to get there successfully. They are actively seeking new

opportunities that will help them financially

while making them feel more secure.

These young individuals enjoy a diverse world and

are excited to experience it. They are constantly up-to-

date on worldly affairs, from politics to underground

movements to important figureheads.

Media StrategyWe began by studying media consumption habits of our target demographic, and then chose outlets where we can achieve optimal exposure while maximizing State Farm’s return on investment. The result is a diversified set of placements that reinforce the message of being “Independent but not Alone”.

TVUSA REACH: 294,000 / average minuteAs its tagline states, characters are welcome to this station, allowing the content to be easily enjoyed. Shows such as WWE: Raw, Psych, and Burn Notice.

TBS REACH: 292,000 / average minuteThis station offers a lineup of programming that varies between movie premieres and professional sports. TBS also captures a large African American audience by airing shows like Tyler Perry’s Meet The Browns.

ESPNREACH: 254,000 / average minuteESPN is the world’s largest cable network that airs sports programming 24 hours a day.

COMEDY CENTRALREACH: 213,000 / average minuteThis is the only comedy channel on cable TV and has adult-geared shows such as the Colbert Report and the Daily Show.

MTV REACH: 200,000 / average minuteMTV offers popular shows such as Jersey Shore, and America’s Best Dance Crew that have become national sensations.

FX REACH: 170,000 / average minuteFX airs vexing shows such as It’s Always Sunny in Philadelphia, and will air popular movies such as Transformers 2 and Star Trek.

ABC FAMILYREACH: 161,000 / average minuteThis station focuses on the lives of American families through shows such as Greek and the Secret Life of The American Teenager.

VH1REACH: 143,000 / average minuteVH1 is a cable network that runs 24 hours discussing the influence of music on pop culture named the Top 20 Music Video Countdown.

to maximize exposure and drive to the targeted groups, we’ve chosen specific networks to display the tv ads on

FUTURE PLANSWe plan on placing ads during select awards shows and high profile sports games: MTV Movie Awards in May, a special ad for Independence Day in July (because of the theme of “Independent but not Alone”), MTV Music Awards in September, the Country Music Awards in November, Grammys in January, Super Bowl in February, Oscars in March, and March Madness.

Media Placements

PRINTACTIVE SPIRITSTECH TITANSTRENDSETTERS

WWE, ESPN, and Outside

Lucky, Cosmopolitan, InStyle, Us Weekly, and EsquireGame Informer, and Wired

PROSPECTIVE PROFESSIONALS The Economist, U. Magazine, and University Newspapers

CULTURED Spin, and Rolling Stone

we’ve hand-picked a variety of magazines to best appeal to our targeted groups

Radio continues to be the leading medium for consuming music and talk shows, despite living in a digital age. According to a Nielsen study conducted in 2009 on music listening habits, 50% of Americans aged 18+ listen to the radio, while digital downloads make up only 11%.

Our plan for radio includes an agreement with CBS Radio, the largest radio network comprised of stations in the top 50 markets serving up a wide variety of topics. Another agreement will be forged with Clear Channel Radio, who also has a large network of radio stations that are prominent for their talk show hosts. On both networks, we plan on playing prerecorded skits that are based on the TV Ads, as well as making deals and promotions available to DJs to create sponsored on-air contests and build the excitement for the “State Farm WAS HERE” and “Behind the Scenes” promotional events.

Radio

Digital Placements

EngadgetMSN

CollegeHumorYahoo

IGNAmazon

StyleAol.

HuluYouTubeVevoFoxSportsESPNTMZ

The “Protect your Stuff”-themed digital ads will be placed on these websites so that the content of the ads is relative to the content of the website, reminding visitors that the products they are shopping for can be protected with State Farm through auto or renter’s insurance.

The “Behind the Scenes” placements will be made up of creative video content and placed on these select websites,

tying in the promotional event and the excitement of seeing how even those in the entertainment and sports

industries need someone to back them up.

HULU SPONSORSHIPSToday, Hulu is the second-most visited website for streaming video content, and offers the best options for advertisers. We plan on leveraging two specific options. The first is where State Farm will sponsor 2 non-consecutive 24-hour blocks of commercial-free programming behind the messaging that State Farm knows that young adults don’t want to watch tons of commercials online, so State Farm agrees. Another sponsorship involves State Farm branding on the new Hulu-exclusive show “If I Can Dream” - a show by the creator of American Idol that focuses on six people pursuing their dream careers. By aligning State Farm with this show, viewers will see that State Farm recognizes that protecting their possessions are a part of a way that people create stability for their futures.

Media TimelineTimelineTimelineTimelineTimelineTimelineTimelineTimelineTimelineTimelineTimelineTimelineTimeline Impressions Cost

Print May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Lucky 1,127,233 524,040

Cosmopolitan 2,907,436 889,600

InStyle 1,738,787 864,000

UsWeekly 1,945,831 951,500

Esquire 713,038 610,356

WWE 264,463 356,700

ESPN 2,059,269 1,233,024

Outside 688,949 323,960

Spin 460,787 260,460

Rolling Stone 1,476,399 1,044,390

Game Informer 3,601,201 681,615

Wired 754,574 472,505

The Economist 810,821 193,800

U. Magazine 500,000 15,000

University Newspapers 1,108,787 399,000

TV 1,727,000/min 12,000,000

Radio 10,000,000 1,500,000

DigitalBanner Ads 6,852,000 5,300,050

Video Ads 11,200,000 3,000,000

Hulu Sponsorships 20,800,000 200,000

Landing Page 5,304,000 20,000

SEO 40,000

SEM 60,000

Tracking Code 0

Direct Mail 200,000 4,000,000

PromotionsState Farm WAS HERE 218,000 60,000

Behind the Scenes 108,950 1,200,000

Production CostProduction CostProduction Cost 500,000Agency FeesAgency FeesAgency Fees 2,800,000ContingencyContingencyContingency 200,000

EvaluationEvaluationEvaluation 300,000TotalTotalTotal 40,000,000

Timeline + Budget

GOOGLE ANALYTICSWebsite Visitation DataWhere your referrers are coming from

FACEBOOK INSIGHTHow fans join and interact with your pageProvides a numerical score to measure success

QUANTCASTDetailed behavior tracking information on the demographic

GOOGLE ADSENSE + ADWORDSMeasuring Clickthrough and Conversion RatesEffectiveness of Banner Ads and SEM

SOCIAL MEDIA ENGAGEMENTOpportunity to gather qualitative data about brand awareness and perceptions through analysis of user comments.

PROMOTIONAL ACTIVITY PARTICIPATIONQuantity and Quality of participation in promotional activities are another indication of brand engagement and success of these activities.

INTERNET AND TELEPHONE SURVEYS OF CUSTOMERSMeasure customer satisfaction with new methods of Agent interaction, as well as changes in brand awareness and perceptions.

Daniel Archer Account Director

Strategy & ResearchManager Kelli Chew Derek Wong Daniel Greenhaw

Production Camilla Houston

Aleen Yerevanian

Media Planning Chris Dersarkissian

Creative Art Director Dina Gawad

Public Relations Michelle Kosinski

Tyler Speier

THE TEAM

Ali Morreale Account ManagerShaun Homsapaya Administration Officer Ayesha Mathur Marketing Advisor

Jeff Lanzi [Ad Club] @ UCIrvine President

Faculty Advisors Robert MancusoGeorge Meier

Our Ideas Tend to StickSNEAK

Attack