IMC Plan

State Farm 26th March 2010

CaterinaKonomiMarceloPacieSinanYuki

introduction

introduction

introduction

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

Budgeting! $40 million Timing!May 2010 to May 2011

STRATEGY  

Economic!Environment !

Low prices and help consumers evaluate prices

Differentiated communication strategy and consistence

Technological!Environment !

Telematics and eco-friendly

Support causes related to car crashes

Strong brand, but “old perception” business model!

Relevant content, consumer touch points and “switcher” behavior

Success of “Now What” campaign

Objectives ! Grow through new Young Adults Auto policies

starting point

STRATEGY  

Economic!Environment !

Low prices and help consumers evaluate prices

Differentiated communication strategy and consistence

Technological!Environment !

Telematics and eco-friendly

Support causes related to car crashes

Strong brand, but “old perception” business model!

Relevant content, consumer touch points and “switcher” behavior

Success of “Now What” campaign

Objectives ! Grow through new Young Adults Auto policies

strategy

 Added to low price, deliver benefits! Relevant message! Medias that belong to the Young Adults reality! Appeals to new + current customers!

Budgeting! $40 million Timing!May 2010 to May 2011

“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!”!

positioning

how about saying this in a shorter and “cooler” way?

creative message

mix of tools AW

ARE

NESS  

PERIOD  OF  TIME  

?  

Phase 1! Phase 2! Phase 3! Phase 4!

+!

Phase 1!<IMPLEMENTATION OF THE BENEFITS>!

benefits others actions !

Discounts! State Farm telephones!

Party bus! Secure driver!

benefits

other actions

Customized insurance card !

other actions

CAR STICKERS!

Redesign agent offices !

other actions

Training!agents! X!

Phase 2!<Segmented communication>!

PR and Agent Press website “students communication” social

media apps !

 press release!

 Give Discounts those who publish!an article about State Farm!

 Invite to events!

PR and agent press

Right ! On!!

righton.com

social media

BLOG

Bill Pay!

apps

Find Discounts !in usable places!

Register for !a party bus!

Find the roads !has traffic!

Music for driving!

• Newspapers !•  Pamphlet!

•  Flyer !Tools around the campus !

“student’s communication”

• Poster!•  In-Person Service !

Kiosk

Theater

Bookstore

Cafe

Billboard

Dormitory

Gym

Student Newspapers

CAMPUS

Phase 3!<Mass communication>!

Own radio magazines !tv contest !

Teasers!

State Farm FM

Real time traffic alerts and traffic reports!

Guide of the hottest events news!

Benefits offered by State Farm!

Top music hits!

FM!60.5

AA  

magazines

Road& Track!

GQ!

Esquire!

Cosmopolitan!

VOGUE!

US Weekly!

State Farm TV Contest

Home The contest Instructions Submit yours See comments

Nononononon?

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State Farm TV Contest!

media plan

non-media plan

budgeting

$40 M!

Phase 4!

Evaluation !

evaluation

Google Analytics!

# of tickets printed!

# of musics downloaded!

# of followers in twitter!

# number !of apps

downloaded! # of “secure drivers” required!

IMC Plan

State Farm 26th March 2010

CaterinaKonomiMarceloPacieSinanYuki