1. IMC Plan
State Farm
26th March 2010
CaterinaKonomiMarceloPacieSinanYuki

2. introduction

3. introduction

4. introduction
Fortunately, there are some more effective ways !
to put these tools together. Let’s see one of them…!

5. starting point
Economic! Low prices and help
Environment ! consumers evaluate prices
Differentiated communication
strategy and consistence Grow through new Young
Objectives !
Adults Auto policies
Success of “Now What”
Telematics and Technological! STRATEGY
campaign
eco-friendly Environment !
Relevant content, consumer
Support causes
touch points and “switcher” behavior
related to car crashes
Strong brand, but
“old perception”
business model!
Budgeting! $40 million May 2010
Timing!
to May 2011

6. strategy
Economic! Low prices and help
Environment ! consumers evaluate prices
Differentiated communication
strategy and consistence Grow through new Young
Objectives !
Adults Auto policies
 dded to low price, deliver benefits!
A
 elevant message!
R
Telematics and Technological! STRATEGY
Success of “Now What”
campaign
eco-friendly Environment !
 edias that belong to the Young Adults reality!
M
 ppeals to new + current customers!
A
Relevant content, consumer
Support causes
touch points and “switcher” behavior
related to car crashes
Strong brand, but
“old perception”
business model!
Budgeting! $40 million May 2010
Timing!
to May 2011

7. positioning
“Uhhh, State Farm can offer
much more benefits to me!
More than low prices, they
understand my particular
needs and treats me in a
particular way!”!
how about saying this in a shorter and “cooler” way?

8. creative message

9. mix of tools
AWARENESS
+! ?
PERIOD
OF
TIME
Phase 1! Phase 2! Phase 3! Phase 4!

10. Phase 1!
<IMPLEMENTATION OF THE BENEFITS>!
benefits others actions!

11. benefits
Party bus! Secure driver!
Discounts! State Farm
telephones!

12. other actions
Customized
insurance card !

13. other actions
CAR STICKERS!

14. other actions
X!
Redesign agent offices!
Training!
agents!

15. Phase 2!
<Segmented communication>!
PR and Agent Press website
“students communication” social
media apps!

16. PR and agent press
 ress release!
p
 nvite to events!
I
 ive Discounts
G
those who publish!
an article about
State Farm!

17. righton.com
Right !
On!!

18. social media
BLOG

19. apps
Bill Pay!
Find Discounts !
in usable places!
Register for !
a party bus!
Find the roads !
has traffic!
Music for driving!

20. “student’s communication”
Student
Newspapers
Kiosk
Gym
CAMPUS
Theater
Dormitory
Bookstore
Billboard
Cafe
• Newspapers !
• Poster!
Tools around the campus! • Pamphlet!
• In-Person Service!
• Flyer !

21. Phase 3!
<Mass communication>!
Own radio magazines !
tv contest!

22. State Farm FM
Real time FM!
traffic alerts 60.5
and traffic
reports!
Guide of the
hottest events
news!
Teasers!
Benefits
offered by
State Farm!
Top music hits!

23. magazines
Road& Track!
AA
GQ!
Esquire!
Cosmopolitan!
VOGUE!
US Weekly!

24. State Farm TV Contest
State Farm TV
Contest!
Home The contest Instructions Submit yours See comments
Nononononon?
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon
Nononononon Nononononon Nononononon Nononononon Nononononon

25. media plan

26. non-media plan

27. budgeting
$40 M!

28. Phase 4!
Evaluation!

29. evaluation
Google
Analytics!
# of tickets
printed!
# of musics
downloaded!
# of followers
in twitter!
# number !
of apps
downloaded! # of “secure
drivers”
required!

30. IMC Plan
State Farm
26th March 2010
CaterinaKonomiMarceloPacieSinanYuki