Marketing History State Farm has typically targeted an older market, making their product more associated with older consumers. Unlike Geico, Progressive and E-Surance, State Farm does not have a mnemonic that can create top-of-mind-awareness for insurance companies among Young Adults

Product State Farms significantly ranks number one in the market with a 17.6% share. State Farm uses an agent-based model as their unique selling point, putting most of the emphasis on local customer care

Business Objective From this campaign, we will raise State Farm’s top-of-the-mind awareness by 20% amongst Young Adults Increase the auto insurance market share for Young Adults by 10%.

Situational Analysis Geico, Progressive and E-Surance have tapped into Young Adults because they are perceived as cheap, trendy and more “their generation.” All of these insurance companies have one thing in common: Mnemonics. These resonate very well with the target audience. Those three companies use direct model, which uses the internet and call centers. State Farm uses agent-bases models.

Based on personal opinions and general knowledge, we believe it is more beneficial for first-time insurance customers to be able to sit down with an agent to develop trust. Therefore, our theory is: Young adults between the ages will prefer to do face-to-face business with an insurance agent rather than over the phone.

We conducted a survey through which we posted on Facebook, as well as personally handing our survey out to people around campus. We asked them to answer 10 questions to the best of their ability regarding the use of insurance. About 50 responded online and 15 on paper.

From our survey, we gathered the following data based on a majority consensus which proves our theory to be true: 81% said they would prefer to meet face-to-face with an agent. 80.5% said that if they knew there was a local insurance agent in their area, they would be more inclined to do business with them.

If you ever had to make a claim, what was the worst part about it? “Not being able to meet with someone in person.” “Not trusting someone on the phone.” When asked what came to mind when thinking about insurance, the majority of the people answered with “Geico”, “the lizard”, “the gecko” or “cavemen.” This proves to us that having a memorable mnemonic is very important for top of the mind awareness.

The information we gathered from the survey process has shown us that it’s very important for young adults to be able to meet face-to-face with an agent when making a claim. Knowing that customers prefer to meet in person with an agent will help us to focus on meeting their needs as we develop our campaign. In order to get top of mind awareness, we need to create our own mnemonic to hit our target customers “sweet spot.”

Strategy & Creative Our agents make problems disappear.

OUR AGENTS MAKE YOUR PROBLEMS DISAPPEAR. STATE FARM “Secret Agent Man” Prestige Worldwide GUY ROCKING OUT TO LADY GAGA’S POKERFACE IN HIS CAR, NOT PAYING ATTENTION. GUY REAR ENDS THE CAR IN FRONT OF HIM, AND STEPS OUT TO LOOK AT THE DAMAGE. Anncer: So you’ve gotten into an accident. GUY TAKES OUT HIS PHONE TO MAKE A CALL TO HIS STATE FARM AGENT. MOTIONS TO OTHER GUY THAT HE HAS IT COVERED. Anncer: So you take out your phone and you know who to call.. GUY: Yup, 3 rd and 10 th. AGENT IS ALREADY WAITING IN HIS SLEEK, STYLISH CAR AS HE ZOOMS OFF. SFX: James Bond Theme Anncer: He’s waiting… he’s always On call. THE OTHER GUY POINTS TO THE CAR RACING OVER THE HILL COMING STATE FARM AGENT GETS OUT OF THE CAR AND WALKS TOWARD THE ACCIDENT. Anncer:..and there’s only one name you need to know. AGENT: Farm. State Farm. CUTS TO ART CARD, Anncer: Our agents make your problems disappear. AGENT ZOOMS OFF AS JAMES BOND THEME SONG RESUMES. TOWARD THEM. THE AGENT COMES AROUND THE CORNER AND POWERSLIDES A FEW FEET FROM THE INCIDENT. Anncer: He’s your local super agent. GUY 2:Who is that!?

Direct Mail

Meet our Target! they are about to graduate from college. They are sports fanatics and were happy when the Saints won the Super Bowl. They enjoy staying active They like to go to the bar with friends but enjoys staying in and watching TV. They are involved in programs on campus. They are tech savvy but don’t like how technology has made things impersonal. They love to socialize while out with friends or in class.

A Typical day in the life of Ryan.. Ryan wakes up and puts on Sports Center. He checks his and looks at Face book and You tube. He uses his Blackberry to chat with friends and check the scores of games on ESPN.com He reads magazines to learn new workout tips while on campus to pass the time. He listens to his I Pod and sometimes to sports radio while working out He watches TV throughout the day and at night with friends and never misses The Office or Lost. He surfs the internet while hanging out with friends.

Television Network TV –CBS How I Met Your Mother The Big Bang Theory –Fox Family Guy The Simpsons 24 American Idol –ABC College Football Lost Modern Family –NBC Sunday Night Football The office Community Heroes 30 Rock Jimmy Fallon Parks & Rec Cable TV

Magazine

Promotion Webisode as a commercial during the awards. “Secret agent” interviewing celebrities on red carpet.

Internet Statefarm.com & Youtube.com –We will have a viral using our mnemonic “secret agent” and he will rescue people when they are in trouble (i.e. in a car accident). –E-blast’s sent to students on campuses around the U.S., which allow them to view our webisodes.

Direct Mail Target to individuals who are on their parents insurance. Target to students graduating from college emphasizing on the end of March through May.

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