State Farm IMC Campaign Team 1-UCB Extension Idp
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A final project by Team 1-Ted, Anna, SooChul, Joao, Paola, Johnny
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State Farm IMC Campaign Team 1-UCB Extension Idp
- 1. Home Index Introduction Market analyze Campaign 1 Workshop C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Anna Kuo Car corporation Johnny Joao Training Paola Soochul Ted Wu Budget sponsorships
- 2. Home Index Introduction Market analyze Campaign 1 •Market analyze Workshop C F w Tradition Media T R M N C •Sweepstake and workshop N Social Media Tools Dealer promote •Media plan Consequence Car corporation •Car dealer Training Budget •Sponsorship and budgeting sponsorships
- 3. Home Index Introduction It is a mature market Market analyze (higher rotation of customers) Campaign 1 Workshop C F w 41% clients will change company if it was Tradition Media M C easier T R N N Social Media Tools Dealer promote 36% are from a single company Consequence 37% trust in 2 different companies Car corporation Training INTERNET BOOM!!!!!!!!!!!!!! Budget sponsorships
- 4. Home Index Introduction Market analyze Campaign 1 Workshop C F w Last year $ 210 billion in auto insurance premiums were written. Tradition Media M C T R N Allstate and Progressive are preferred among 18-24 years old N Social Media population Tools Dealer promote Consumers compare the auto insurance quotes online and the Number of insured vehicles increases with household income Consequence Car corporation Training Budget sponsorships
- 5. Home Index Introduction Market analyze Campaign 1 How to improve young students Workshop understanding of the car & auto insurance C F w Tradition Media M C to protect by themselves. T R N N Social Media Tools Dealer promote Choose the appropriate insurance Consequence when having a car Car corporation The job market after graduation Training Budget sponsorships
- 6. Home Index Introduction Market analyze Campaign 1 Workshop • Introduce dream: high C F w Tradition Media M C class, middle class, and T R N Social Media N initial, basic car Tools Dealer promote • What kind of auto & rent Consequence insurance is enough Car corporation • How to maintenance your car Training • The job market after graduation: Budget State Farm sponsorships
- 7. Home Index Introduction Market analyze • 10% – 50% off •70% – 20% off Campaign 1 • 20% – 30% off Workshop C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Car corporation Training Budget sponsorships
- 8. Home Index Introduction Market analyze Apply meals after the workshop Campaign 1 Workshop C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Car corporation Training Budget sponsorships
- 9. Home Index Introduction Market analyze Campaign 1 Workshop C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Car corporation Training Budget sponsorships By doing the survey
- 10. Home Index Introduction Goal of the Traditional Media •Attract young people to visit our website Market analyze •Publicize the sweepstake activity for a free car. Campaign 1 •Promote the on-campus workshop held by our State Workshop Farm Campaign. C F w Tradition Media M C T R N N Social Media Tools Dealer promote Consequence Car corporation Training Budget sponsorships
- 11. Home Index Introduction Market analyze – Our TV advertisement is going to portray a Campaign 1 real-live car-stolen situation in daily life, and in C Workshop F w the end will show our campaign website Tradition Media T R M N C – Advertisement Creative Brief: N Social Media “In a sunny Sunday, a 23-year-old college student Justin was going Tools to surf with his girl friend Joyce. They enjoy the drive with the Dealer promote awesome weather and street view” Consequence – Broadcast Channel: Car corporation Lost- Tuesday 9:00 pm on ABC Training ESPN Sports channerl Budget sponsorships Reference:http://www.tv.com/shows/multibrowse/
- 12. Home Index Introduction Market analyze – We target the favorite wake-up radio Campaign 1 stations and the one listened to during Workshop C F w the commute to work: Tradition Media M C • KSFO & KGO Newstalk (SF) T R N • 77-WABC & WPLJ (New York) N Social Media Tools • WBAP-AM(Dallas/Ft.Worth) Dealer promote • KLOS-FM(Los Angeles) Consequence – Put a 30-second advertisement 4 times Car corporation a day during the morning 8:30-9:30 & Training 5:30-6:30 commute time. Budget sponsorships Reference: http://www.clear-info.com/radiostations.html
- 13. Home Index Introduction Market analyze – Magazines are highly segmented and Campaign 1 specialized magazines can help us Workshop C F w catch crertain goups of people. Tradition Media T R M N C – Time, ENTERTAINMENT WEEKLY , Peo N Social Media Tools ple for general public Dealer promote – For the malegroup: Auto Magazinessuch Consequence as Car &Driverand entertaining magazines such as GQ Car corporation Training – For the female gorup: Fortune, InStyleand ShopeSmart. Budget sponsorships
- 14. Home Index Introduction Market analyze – newspaper is not a main info source that Campaign 1 our target group. Thus, we will do Ad Workshop C F w only on the Sunday newspapers, and put Tradition Media T R M N C ad on the newsperpaer websites: N Social Media • Columbus dispatch.com Tools Dealer promote • New York Times Consequence • USA Today Car corporation – We will put the cubical advertisement on Training these websites, and by clicking on the ad, the viewer will be transferred to our Budget campaign page. sponsorships
- 15. Home Index Introduction Market analyze • Usage: publicize the on- campus workshop Campaign 1 – Catch students’ eyes Workshop C F w Put a large space if Tradition Media M C advertisement T R N N With detail information Social Media Tools – Consider to use a Dealer promote spokesperson Consequence to convince people it’s real Car corporation Training Budget sponsorships
- 16. Home Index Introduction Homepage- Market analyze • A well-designed website with www.statefarmautoinsur.c Contents: Campaign 1 interactive content can invite 1. State Farm info Workshop more consumer dialogue. 2. Auto Insurance info C F w 3. Survey Tradition Media M C 4. Interactive Forum T R N N Social Media Tools Websites- Put cubical advetisement Dealer promote Yahoo! Consequence Newsweek Google Car corporation MSN.com Training Budget sponsorships
- 17. Home Index Introduction Market analyze – Facebook Campaign 1 • Build “Free Car State farm” clubs Workshop • put advertisement C F w • create application to dilivery Tradition Media M C questionnaire T R N N Social Media Tools – Twitter: we’ll use this platform to Dealer promote send message of our State Farm campaign, create buzz Consequence – Myspace & Plurk: create a page of Car corporation our campaign and try to link the Training browsers to our campaign Budget homepage sponsorships
- 18. Home Index Introduction Market analyze Campaign 1 Promotion: C Workshop F w • Students buying the car in the local dealer’s stores Tradition Media M C will have 50% discount with the first year of the T R N insurance. (Contract signed for 2 years – pre N Social Media Tools established rates for two years contract) Dealer promote • A commission from the insurance total contract Consequence prize (% to be combined) will be awarded by the seller who could tie the car sale for each insurance Car corporation sold. Training Budget sponsorships
- 19. Home Index Introduction Market analyze Campaign 1 Consequence: Workshop • The 50% in the car insurance cost could be C F w Tradition Media considered a discount in the total car cost. This M C T R N N would help the sellers to sell the car. Social Media Tools • Because of the commission, sellers would be Dealer promote motivated to tie the State Farm to complement their income. Consequence • Dealer’s owner would look for State Farm Car corporation company to increase their sales and boost their Training marketing campaign. Budget sponsorships
- 20. Home Index Introduction Market analyze • According to online • Trade our survey Campaign 1 survey by a web results Workshop C F w site (Smart • Posting our ad on the Tradition Media T R M N C Money), we car companies’ web N Social Media selected two page. Tools Dealer promote models of cars: Hoda Fit & Ford Consequence Focus as our prize. Car corporation Training Budget sponsorships
- 21. Home Index Introduction Market analyze • Select 10 colleges Campaign 1 each state. Workshop C F w • Two days weekend Tradition Media T R M N C training 3 major N Social Media Tools course. Dealer promote • Provide meal plan Consequence • Trainers Salary & Car corporation others cost from Training our Budgets Budget sponsorships
- 22. Home Index Introduction Market analyze TV 10% Campaign 1 Radio 5% Workshop Traditional Media Magazine 10% 35% $14,000,000 C F w Tradition Media M C Social Media 5% T R N Social Media N The others 5% Tools Companies 10% Dealer promote Tie-ins 25% $10,000,000 Dealers 15% Consequence Workshop 20% $8,000,000 Car corporation SEC 10% Training Sponsorship NASCAR 5% 20% $8,000,000 Budget College Festival 5% sponsorships
- 23. Home Index Introduction Market analyze Southeastern Conference College football & basketball Campaign 1 Workshop C F w Tradition Media M C T R N N Social Media NASCAR Tools Dealer promote Consequence Car corporation Training College Festival Budget sponsorships