ohio university

01

cont

ents

executive summary

• Achieve growth through new Young Adult Auto and Renters policies• Retain Legacy Young Adult Auto policies• Retain current Independent Young Adult Auto and Renters customers

• Integrate State Farm into our target’s lifestyle by utilizing a mix of traditional, non-traditional and digital media• In addition to our national presence, we will increase reach and frequency through 20 spot markets• Strategically implement a mix of Equity, Auto, Renters and Hispanic- specific messaging

media

Positioning: State Farm is the brand that helps you handle your insurance-based incidents quickly and easily so you can focus on more important things.

Creative Concept: State Farm is there to protect your future so you can enjoy what is happening in the present.

Key Fact:While Young Adults believe that insurance serves as a safety net, they have no affinity for insurance because they do not actively consider the need for it.

positioning & creativecampaign objectives

• 18- to 25-year-old Young Adults• Independents, Hispanics, Semi-Dependents, Dependents and Legacies• Primary target: Independents

target market

Media: 60%PR/PROMO: 20%Creative/Production: 13%Evaluation: 05%Contingencies: 02%

campaign budget $40 million

promotions• Align State Farm with relevant organizations with which our target is emotionally connected• Execute events and contests that allow interaction with the brand and facilitate conversation among Young Adults

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positioning & creative

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A close examination of State Farm’s current position as a company and its current relationship with our 18- to 25-year-old target gave us the foundation for our integrated marketing plan.

• #1 Property and Casualty Insurance provider in the U.S., insuring more cars and homes than any other company

• #1 provider of Young Adult Auto and Renters policies• More than 17,000 highly credentialed agents provide clients a personal and educational experience

Built upon a foundation of shared values:• Quality service• Relationships• Mutual trust• Integrity• Financial strength

Perceptions:• Insurance is an irrelevant topic to our target because of their “it can’t happen to me” attitudes

• State Farm is seen as a conservative company that does not relate to the Young Adult lifestyle

Initiatives: • The “Now What?” campaign has taken the initial step toward making inroads with our target

• The campaign increased Young Adult’s awareness of insurance by having the consumer think about the aftermath of an accident

An in-depth analysis of State Farm and Young Adults allowed us to:• Reveal the strengths, weaknesses, opportunities and threats that are specific to State Farm • Gauge their current perceptions of State Farm and our direct competitors• Determine their relationships and experiences with the insurance category • Discover insights into their lifestyles and passions

the company the consumer

where we come in

marketingcompany perceptions

04

wInefficient use of digital spaceAgent-based approach is inconvenient and time-consumingPayment process is difficult with multiple policies

weaknesses

the Young Adult target

sMost popular choice of insurance agencyLoyal following and credible reputationLarge base of knowledgeable agents Superior customer service

strengths

tYoung Adults see State Farm as too conservativeCompetitors are more established with our targetIndependents are price conscious Target prefers a simplistic insurance process

threatsoDifferentiate from price-based competitorsChange the target’s perception of State Farm Become a trustworthy point of referenceCreate a more ethnically and racially diverse campaign

opportunities

The State Farm brand&

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We asked our target to create descriptive collages to illustrate their thoughts about State Farm and our primary competitors—Progressive and Geico.

expensiveold schoolcaringpersonalizedserious and securedependable and trustworthy

annoyinglamecute and funnyquick and easy cheapgecko and caveman

modernannoyingaggressivelamefastcheap

Progressive State Farm Geico

brand perceptions

the Young Adult target

06

primary research

To learn how insurance plays a role in our target’s lifestyles, we brought Young Adults together and got them talking about their experiences.

focus groups

purchasing insights• Willing to pay more for quality coverage • Desire a personal relationship with insurance provider• Prefer ease and simplicity when researching and purchasing

To discover how our target interacts with insurance at their point of need, we presented them with mock scenarios and had them describe their feelings about car accidents and theft.

mock accident scenarios

point-of-need insights• First called a parent for guidance, then their insurance company• Likely to forget the proper procedure after an accident• Assess safety first, then experience different emotions

visit company in person3research on the internet2ask parents and friends1

information gathering process

Male, 23

“When it comes to insurance, I want something that’s going to cover me, not

something cute and funny.”

“An accident causes both physical and emotional damage.”

Female, 20

shock, confusion, nerves,

embarrassment & anger

typical emotions

lifestyle insights• Have an emotional connection to their items but underestimate their value• Consider themselves trendsetters• Have an “it can’t happen to me” attitude • Do not actively worry about insurance• Desire a genuine, relatable and relevant company

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To better understand the types of insurance our target has and how they handle their policies, we had Young Adults complete both open- and closed-ended questionnaires.

primary research

valued personal items

To acquire an insider’s perspective of our target’s lifestyles and interests, we conducted one-on-one interviews in a more personal environment.

surveys interviews

valued policy factors

76%rates

85%coverage

51%customer service

insurance and provider insights• 94% had the same provider as their parents • 88% did not know their insurance provider• 19% paid for their own insurance• 69% knew about Renters insurance• 10% had Renters insurance

“My parents are thorough when looking things up, so I trust their decisions.”

Male, 18

“I don’t have anything valuable enough to be worth getting insurance for.”

Female, 22

We asked which insurance policy factors were most important: We asked which personal items were most important:

08

target segments Since our 18- to 25-year-old target is such a diverse group, we have segmented them into four audience profiles: Independents, Semi-Dependents, Dependents and Legacies. Our audience profiles were based upon the unique characteristics that come with each segment’s current stage of life. Despite these small differences in life stages, we are still able to connect with all Young Adults through their shared interests and lifestyles. Our core message is universal and can be executionally tailored to any Young Adult.

Targeting Hispanics because:• More likely to fall within the Independent audience profile• Fastest growing ethnic group in the U.S.• Significantly more brand loyal• More unique connection with heritage than other Multi-Cultural Young Adults

Influence by: • Exposing them to Equity, Auto and Renters messaging that features culture-specific good moments• Engaging them with Spanish-language messages and culturally relevant media and events

hispanicsindependentsPrimary Target:• More likely to be researching and purchasing insurance• Self-sufficient and manage own insurance policies

Audience Profile:• Young working professionals• Recent or soon-to-be college graduates• Includes most Multi-Cultural Young Adults

Influence by:• Featuring Equity, Auto and Renters messaging• Presenting Auto and Renters messaging at most appropriate times • Targeting top cities for young professionals

semi-dependents, dependents, legacies: Secondary Targets because:• Least likely to be thinking about insurance• Transitioning into Independents

Influence by:• Introducing Equity messaging to prove that State Farm is the most valuable and relevant insurance company• Presenting Renters messaging, beause it is most relevant to their current stages of life

“I’m very family oriented and I tend to be more conservative when it comes to my decisions and ideals.”

Hispanic Independent, 21

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campaign foundation

While Independents believe that insurance serves as a safety net, they have no affinity for insurance because they do not actively consider the need for it.

Regardless of the day’s events, State Farm makes every day a good day.

In order to attract and retain our 18- to 25-year-old Young Adults, we must show that State Farm is a relevant brand that aligns with and supports their lifestyles.

communication purpose communication challenge

Our spontaneous target lives in the moment and hates any interruption that interferes with their current activities.

key insightProve to Independents that State Farm is the company that allows them to enjoy what is happening in the present.

communication strategy

BIGidea

the

10

creativerationale

When you have State Farm, you can enjoy your little moments a little bit more.

the big picture

tone• The campaign has a positive and conversational tone in order to facilitate communication about how State Farm makes each day better• The digital and user-generated content elements of our campaign support peer-to-peer conversation about State Farm

The tagline, keep the good alive, and URL, keepthegoodalive.com, become one memorable entity.

messaging

The “keep the good alive” logo was developed to reflect State Farm’s existing logo. The “oo” also resembles the infinity sign, further emphasizing the concept of keeping the good alive. Our tagline and State Farm’s current logo will be present on all executions.

logo inspiration

keep

the

alive com

.

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microsite

relevant contentUsers interact with the site through “good moment” uploads in the form of videos, photos and texts. This facilitates interaction by allowing users to “like” or “ditto” other posts.

linksLinks at the bottom of the microsite take users beyond the homepage. They can click the “get a quote” button, which will transfer them to the State Farm website. A tab labeled “contests” at the top of the page takes users to our contests and promotions page where they can participate in our events.

smartphone apps Use the new State Farm App to post your good moments via uploading a photo, video, or a description about your good moment. This will also feature a link to State Farm’s current App, the Pocket Agent.

webisodesThe webisodes will follow the lives of Robyn, Nate and Eric—characters within the target and residents of “Covered Living Apartments.” They show their excitement of having a good moment by instantly sharing it via a mobile upload.

keepthegoodalive.com will act as a social hub where users can interact with the brand and other Young Adults. This site will be branded with our message and will provide links to our promotional pages and the corporate website.

keep the g d alive.com

198,602 moments strong

most popular most recent

398 times

322 times

276 times

Just got a package at work with about 5 yards of bubble wrap. Cancel my appointments, I know what I’m doing for the rest of the afternoon.

Random friend request, from the hottest guy I’ve ever seen, asking if I’m “Katie’s” friend... Case of mistaken identity? Who cares... accepted.

Was already making up excuse for my psych prof when the street lights gave me the go and the holy grail of parking spots opened up.

Meet the residents of Covered Living Apartments

brought to you by State Farm

download the app

find an agent

get a quote

upload a picjoin us, share your moment...

nate robyn eric

home got your goods? contests

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webisodes

nate

While biking to work one morning, Nate realizes that a $20 bill is stuck in the wheel of his bike. He starts taking a video to share his awesome moment, and as he reaches to grab the bill, he tumbles off his bike. But, victory! He grabs the bill and shows the world his prize.

Users can follow Nate, Eric and Robyn as they upload their good moments via their webcams and smartphones. Viewers can develop a connection with each character as their personalities evolve.

Nate is a 23-year-old, trendy hipster who bikes to work every day. Nate loves his new job but enjoys the little pranks he pulls on his unsuspecting officemate even more.

1 2

3 4

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webisodeseric

robyn

Eric is out for a jog when he bumps into a friend who gives him two tickets to this weekend’s big game. He is stoked about the tickets and starts to capture the awesome moment. A girl, whom he’s had his eye on for a while, comes around the corner. He overcomes his nerves and invites her to the game. She accepts, making his good moment even better.

All the elements came together for a perfect photo for Robyn. She’s so excited that she grabs her computer to record a post when Max jumps in her lap. This reminds her that he finally peed outside and she shares how proud she is of him.

Robyn is a 22-year-old freelance photographer. She loves her new puppy, Max, although he’s not quite housebroken yet. She enjoys blogging about her achievements, as well as Max’s progress.

Eric is a 21-year-old sports medicine major. He is a total “guy next door.” Always a gentleman, he is looking for a nice girl to share his good moments with.

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tv & radiotv equity They will change twice daily to keep the attention of drivers.

digital billboards

In the evening, the boards will focus on the transition from day to night. They will remind drivers that another long day of work is over and the night is theirs.

In the morning there will be a funny or encouraging phrase to inspire drivers to look forward to their day.

Don’t worry about the traffic(your boss is probably in it too.)

Enjoy your night.No more schedules, timed breaks, or staring out the window.

radioLittle good moments will be delivered to drivers in the form of quick, fun facts and daily jokes to make their drive just a little bit better.

A young woman is leaving work for the evening. She is on the phone with her friend, planning where they are going for magaritas tonight. She briefly mentions a minor car accident but, seemingly unphased, says nothing could ruin their weekly girls’ night. This communicates our message that with State Farm you can still enjoy your day or night.

tv auto

Each commercial will show Young Adults, including our webisode characters, experiencing good moments in their every day lives. This will spark interest and encourage viewers to share their good moments on our microsite.

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magazines

good adBy taking user-submitted photos directly from the microsite and featuring them in the equity print ad, we will develop a closer connection with our target by giving them a good moment.

the green light ad Highlighting the rush and good feeling one experiences when everything goes right, this ad allows readers to associate their auto insurance with good driving moments.

Forget cityscapes and mountainsides,I’ll take this view any day.

share your good moment with us and it may be printed in a magazine!

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rich media bannerThe pick-your-path style banner allows users to interact with the ad without pulling them away from what they are doing. The user is presented a series of everyday scenarios and two options for each. They will be taken through a string of good, unexpected moments and will end on the microsite where they can view other people’s good moments and add their own. This connects the target to the brand in a fun, non-intrusive way.

Do you:

You wake up this morning 10 minutes

before your alarm is set to go off.make

yourself

breakfast

enjoy

more

shut-eye

Do you:

You go to work completely well-rested, but your stomach starts

to rumble. You go to grab a quick snack when you realize that

someone left 75 cents in the machine! buy a bag

of chipsbuy a

candy bar

Do you:

The sugar gave you the extra burst of energy you

needed to get your work done an hour early.walk

through the

park

watch your

favorite

show

Today you got an extra ten minutes of glorious slumber, scored some

sugary-goodness, and took a well-deserved stroll through the park

where you just happened to bump into an old friend!

share!

findout!

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2 3

4 5

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local executions

hot spot social night ke

ep

the

alive

com

.

here to give your drin

k a

hom

e

enjoy your night

pizza box

enjoy your night

here to hold your favorite drink

here to hold your favorite drink (or whichever one is cheapest)

here to keep track of your goods...your arms are needed on the dance floor

enjoy your night

#17

Here to take care of dinner,

so you can man the remote.

The promotional items will take on a voice of their own by telling our target how they contribute to a good night. These materials, which are often taken home, allow Young Adults to interact with the brand by initiating insurance related conversation. Along with our message, each item will be branded with both the “keep the good alive” and State Farm logos.

Everybody loves pizza because it eliminates the hassle of cooking and cleaning. Our branded pizza boxes will deliver to our target the gift of a good moment.

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online entertainment

When users tune in to their favorite Pandora station, they will first see our :30 video spot featuring a variation of our national TV equity and auto executions. Additionally, there will be a State Farm skin with our tagline and logo, encouraging them to visit the microsite while stil enjoying their favorite artists.

Branded entertainment will come to life in a space that the target already enjoys. For the first time, viewers will see Nate, Eric and Robyn enjoying their good moments as they happen. One storyline will continue through the entire show, intriguing the viewers and holding their interest throughout. In the final clip, we see the character once again recording his good moment. Viewers are then directed to keepthegoodalive.com.

pandorahulu

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hispanic executions

We will speak to Hispanics in Spanish and on their favorite websites in order to prove that State Farm respects and appreciates their culture. These banners will have the same format as our English-language versions, but will communicate good moments that are specific to Hispanic-Americans. One example reads, “Making your day even better, you found your favorite soccer team on television!”

We will highlight an unexpected good moment when a girl finds out that a local club is hosting a Latin dance night, something very exciting to the Hispanic community. After getting ready, she finds out that it’s also ladies’ night and she gets in for free—another great moment! A voice-over reads the tagline in Spanish and prompts viewers to visit the microsite.

1 2

3 4

¡visita!

¡Haciendo su dia incluso mejor, encontraste su

equipo favorito de fútbol en la televisión!

rich media banners

hispanic tv spot

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pr/promo

Brand Representatives will:• Further establish the brand in our 20 spot markets• Act as a liason between local agents and our campaign• Implement local events• Distribute promotional items• Update social media • Provide market-specific information

brand representatives (BRs)

promotional assistants (PAs)Promotional Assistants will:• Collaborate with BRs for large events• Be hired through a promotional marketing agency

hot spot social nights• Sponsored events will connect the target to the brand in a place where they already enjoy good moments• Promotional items include coasters, cups and coat-check cards

Our relationship with our target will be strengthened through relevant events and contests that allow them to interact with the brand. These promotions will give Young Adults good moments that they will share through word-of-mouth and social media.

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pr/p

rom

o

got your goodsOn May 9, 2010, our target’s most valued possessions will be enclosed in clear, protective boxes for a nationwide viral publicity stunt to kick off the campaign. This will reinforce the idea that when your valuables are safe with State Farm, you can enjoy all of your moments a little more.

Cars, bikes, purses, wallets, cell phones, iPods, laptops and typical male- and female-themed rooms

contents

The protective boxes will be unbranded to spark curiosity and create buzz and publicity. There will be a surveillance camera hidden inside each box to capture the public’s reaction and stream it live on keepthegoodalive.com.

week one

The boxes will be branded and will display a code that can be entered at keepthegoodalive.com for a chance to win the contents of the box.

week two

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promotions

On Friday, August 20, 800 people in each market will receive $30 of free gas from an Exxon Mobile, courtesy of State Farm.

• Free food • Music sponsored by KISS FM, a Clear Channel Top 40 station• Auto kits distributed

free summer gas stunt

Include: Auto and Renters insurance information, an air freshener, travel tissues, a window decal, a disposable camera, a mini flashlight and a keychain, all distributed in a car trash bag.

auto kitsInclude: Auto and Renters insurance information, a refrigerator magnet, a cup, a camera, a koozie, a flameless candle and key covers, all distributed in a drawstring bag.(One half distributed at good neighbor move-in and the other half to apartment complexes in each market.)

renters kits

• Assist students moving into dorms, apartments and houses within our markets• Renters kits will be distributed

good neighbor move-in

alumni homecoming celebrations• Welcome recent graduates to their alma mater’s homecoming football game at universities in our markets• Provide free food, drinks and branded stadium seats

East

West

South

Midwest

1st Round 2nd Round Regionals Semi-Finals

National Championship

Semi-Finals Regionals 2nd Round 1st Round

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pr/p

rom

o

national contests

• NCAA March Madness bracket will be filled out at keepthegoodalive.com• Ten participants will be randomly selected to win an all-expenses paid trip for two to the Final Four games in Houston, Texas

• Contest in which our target will write and perform a song about their good moments and upload the video to keepthegoodalive.com• Contestants will be encouraged to share their video on their social media sites to increase votes• Voting will take place from January 1-15, 2011• The winner will be awarded an all-expenses paid trip to the Grammys and a spot in a State Farm TV commercial

march madness sweepstakesbattle to the grammys

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hispanic events

hispanic hot spot social nights• Provide our Hispanic audience a good moment by sponsoring a social event that features Hispanic music and activities• Branded promotional items will be distributed

fiesta broadway block sponsorship• On April 25, 2011, we will be celebrating with our Hispanic target at the largest Cinco de Mayo festival in the world• More than 500,000 Hispanics gather in downtown Los Angeles where 24 blocks are closed off for the festivities• Sponsorship includes: branded entryways, central pavilion exhibit and pennant strands over the entire block

Our Hispanic target loves events that allow them to express and connect with their culture. State Farm will provide them with events where they can create good moments to share with family and friends.

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pr/p

rom

o

budget allocation

Glass Box: $4,161,200Promo Kits: $2,776,950 Auto: $1,323,700 Renters: $1,453,250

Events: $683,784 Young Adults Social Nights: $22,800 Free Gas Stunt: $540,000 Young Alumni Homecoming Tents: $115,800 College Move-In Day: $5,184

Brand Reps and PAs: $308,000Multicultural Events: $72,800 Fiesta Broadway: $50,000 Hispanic Social Nights: $22,800

Contests: $25,543 NCAA March Madness: $17,076 Battle to the Grammys: $8,467

Total Budget: $8,028,277

Glass Box: 52%Promo Kits: 35%Events: 8%Brand Reps and PAs: 4%Multicultural Events: 0.7%Contests: 0.3%

pr/promo spending

O1 May • Jun • Jul

• “Got Your Goods” publicity stunt• Hot Spot Social Night• Hispanic Social Night

O2 Aug • Sep • Nov

• Free Summer Gas Stunt• Good Neighbor Move-In• Alumni Homecoming Tailgate• Hot Spot Social Night• Hispanic Social Night

O3 Nov • Dec • Jan

• Battle to the Grammys Contest• Hot Spot Social Night• Hispanic Social Night

O4 Feb • Mar • Apr

• March Madness• Fiesta Broadway• Hot Spot Social Night• Hispanic Social Night

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mediastrategy

• Will begin May 1, 2010 and end April 30, 2011• Equity, Auto and Renters executions will be strategically implemented during the months when reception is highest for our specific messaging• When not exposed to Auto or Renters executions, the Equity messaging will be re-introduced in order to keep State Farm on the consumer’s mind• The media pattern is based on seasonality and the timing of promotional events

scheduling

media mix • Maintain a traditional base, while utilizing non-traditional and digital media to integrate our brand into the target’s lifestyle in a non-invasive way• Employ a variety of Equity, Auto and Renters executions through both national and local channels • Present Hispanic-specific messaging through relevant media channels

We have chosen a campaign reach of 70% and a frequency of 3.0, as determined by the Ostrow Model. Although State Farm is an established brand, we must prove to a broad target that State Farm is relevant and present in their favorite media. We will achieve this through our strong national presence and 20 strategic spot markets.

reach and frequency

Billboards 4.17Radio 3.75Gas station TV 2.40Movie Theater advertising 0.87Microsite 0.73Pizza boxes 0.48Smart Phone applications 0.31

spendingNetwork broadcast 20.54Magazines 19.60Cable Tv 16.50Online TV 10.00Direct mail 9.88Online Radio 5.42Internet Banner Ads 5.00

Through our integrated media plan we will push the boundaries into our target’s favorite media channels. This will evoke interactions from Young Adults without being forceful or intrusive. We will utilize complimentary media in order to maximize our reach of this broad and diverse target.

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med

ia

geographyWe will target the top 20 U.S. spot markets for the 18- to 25-year-old demographic. These cities serve as epicenters of influence and will further circulate the campaign across the country. We cross-referenced top post-graduation cities, large college campuses and large hispanic populations.

Cincinnati, OhioColumbus, OhioChicago, IllinoisIndianapolis, Indiana

midwestWashington, D.C.Raleigh, North CarolinaAtlanta, GeorgiaSan Antonio, TexasAustin, TexasHouston, TexasMiami, Florida

south Phoenix, Arizona Los Angeles, California San Francisco, California San Diego, California Denver, Colorado Portland, Oregon Seattle, Washington

westNew York, New YorkPhiladelphia, Pennsylvania

northeast

This popular leisure activity captivates the target before the anticipated feature presentation

• :15 spot shown before each feature• One theater per market based on location to

downtown areas or college campuses• According to an Arbitron Cinema study,

67% go to the movies each month

Smart Phone Applications: $75,000Our target is actively seeking applications that allow them to stay connected and interact with other Young Adults

• Available for Blackberry, iPhone and Droid• According to a Razorfish study, more than 57,000

18- to 24-year-olds own a smart phone

media rationale & tacticsNational Television: $8,890,500Establishes a large traditional base by connecting with our target during their favorite shows

• Run :30 spots• Networks: FX, Comedy Central, MTV, VH1,

CBS and Univsion• Recommendations: Family Guy, The Office, It’s

Always Sunny in Philadelphia and The Daily Show with Jon Stewart, NCAA March Madness, Fuego en la Sangre

Radio: $900,000Reaches Young Adults, who often listen while driving, in a medium relvant to auto insurance

• Run :30 spots during 3 p.m.-7 p.m., most popular tune-in time based on MRI research

Magazines: $4,704,669This staple print medium, with staying power, enages the target multiple times per issue

• 12-month subscription• One, four-color, full-page ad per issue • Recommendations: GQ, Rolling Stone,

Cosmopolitan

Digital Billboards: $1,000,000High visibility and interchangeable format allows us to constantly connect in a new and relvant way

• One digital billboard per market• Locations chosen based on concentration to

downtown areas or college campuses

Direct Mail: $2,370,000An efficient method for physically connecting with a mass amount of Young Adults

• 8.5” x 11” Standard Letter with full color• Deliver twice a year

Pizza Boxes: $115,000Pizza is the go-to meal when our target does not want to cook, and the boxes will have a lasting impression even when the pizza is gone

• Distribute full cover branded boxes to pizzerias in our markets

• 67% of college students get pizza delivered, according to a survey done by PMQ’s Pizza Magazine

Movie Theaters: $208,000

traditional

non-traditional

Rich Media Banners: $1,200,000Reaches our target while they are already online, increasing the likelihood that they will browse the microsite

• Executions coincide with website content • Recommendations: Mapquest.com,

Weather.com, Ticketmaster.com, Monster.com, Collegehumor.com, Alborde.com, Eonline.com, Cars.com, Apartments.com and Terra.com

Hulu.com: $2,400,000Reaches our time-conscious Young Adults who use Hulu to catch up on missed episodes of their favorite shows

• 12-month sponsorship including :15 introduction and three :30 spots

• Full page takeover in May, August and November

• Coincide with recommended shows on broadcast TV

Pandora.com: $1,300,000A growing form of online entertainment that engages an additional 65,000 users each day

• :30 video takeover spot at beginning of station launch with matching skin

Gas Station TV Advertising: $576,000Our target spends five uninterupted minutes at the pump, providing us the opportunity to be the focal point of their attention

• :30 spot during summer and spring months

digital

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29

med

ia

rentersfrequency

autoincreased frequencyfrequency

equityincreased frequencyfrequency

cable televison 2206 $8,890,500

Recommendation: CBS, Comedy Central, FX, MTV, VH1, TBS , Univsion radio 900,000 $900,000

Recommendation: KISS FM

magazines 8,077,720 $4,704,669

Recommendation: Cosmopolitan, GQ, Rolling Stone

billboards 65,000,000 $1,000,000

Recommendation: One digital billboard per market

direct mail 1,500,000 $2,370,000

Recommendation: 1.5 million distributed semi-annually

pizza boxes $115,000

Recommendation: Distribute full-cover branded boxes to pizzerias in each market

movie theaters 172,000,000 $208,000

Recommendation: One theater per market to show :15 spot before feature presentation

smart phone applications

57,064 $75,000

Recommendation: Blackberry, iPhone and Droid

internet banner ads

100,393,500 $1,200,000

Recommendation: Mapquest.com, Weather.com, Ticketmaster.com, Monster.com, Collegehumor.com, Alborde.com, Eonline.com, Cars.com, Appartments.com, Terra.com

hulu.com 614 $2,400,000

Recommendations: Sponsor episodes with :30 spots, website take over for May, August, November

pandora.com 35,000,000 $1,300,000

Recommendation: Video take over spot with matching skin

gas station television

20,000,000 $576,000

Recommendation: 6 pumps per market with :30 TV spots

TOTAL 2820 507,228,284 $23,739,169

2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 GRPs costmedia vehicle impressions

30

Katie Burkhart and Lauren MillerEric White, Megan Paynter, Abby Grimm, Danielle Morris, Candace Stine, Samantha Akins, Lauren Corna, Sarah Buelterman, Teresa DeJohn, Brooke Barron, Chad Harville and Keith Sluss

directors

31

clos

ing

teams

Samantha AkinsDoug BairMitch BarleyBrooke BarronMegan BestvinaNina BressauSarah BueltermanAndrew ChampaBethany CookLily FabrikantChad HarvilleSandi HenselHilary JohnsonMallory KyleEmily LaskoNikki LawlerAshley NicholsonMegan PaynterGretchen RaqueKristen ReidRachel ReillyAshley RowlandLauren StauffengerTim TigheJordan Youtz

Teresa DeJohn, directorEric White, director

Samantha Akins, directorKeith Sluss, director

Samantha AkinsNina BressauTeresa DeJohnLily FabrikantAbby GrimmChad HarvilleMallory KyleEmily LaskoNikki LawlerKatie NielsenRachel ReillyKari Thibodeau

Brooke Barron, director Sarah Buelterman, directorLauren Corna, directorCandace Stine, director

marketingAbby Grimm, directorMegan Paynter, director

Megan BestivaSarah BueltermanLauren CornaChad HarvilleSandi HenselHilary Johnson Mallory KyleEmily LaskoAshley NicholsonNeal PattenMegan Paynter Melissa PenningtonGretchen RaqueKristen Reid

Kim Amedro Kiersten BonifantLauren ByrnaBrooke Carpenter Stephanie CesearCurt ChapkowskiLauren Devlin Ben GajusTara GolenberkeMichael GuerrieriColin Hall

Jesse HarsterHarrison HessMegan Hillman Chloe HoegBethany HubbardCaroline JohnsonJim KahlerKatie MefferdDavid MillerDoug PettitErin Raby

Samantha AkinsMitch BarleyMegan BestvinaTeresa DeJohnRobert DollLaura GloverChad HarvilleSandi HenselHilary JohnsonMallory KyleEmily LaskoDanielle MorrisAshley NicholsonNeal Patten

Doug BairMarcie RichardsonMelissa PenningtonTyler PerrinoBrittany Thomas

Chad Harville, directorDanielle Morris, director

creative media pr/promo

production special thanks

Katie BurkhartLauren Miller&

campaign directors

Melissa PenningtonGretchen Raque Kristen ReidRachel ReillyAshley RowlandLauren StauffengerJordan Youtz

Rachel ReillyAshley RowlandCandace Stine

Kyle RanallyCameron ScheetzBrittany SilvermanCatherine SustersicLiz WestendorfRob Williams

• EMC outdoor media emcoutdoor.com/pizza_box_ads.htm• Lamar Outdoor Advertising lamar.com/main/default.cfm• DL Dickinson Media Strategy & Planning Workbook

• National Adolescent Health Information Center nahic.ucsf.edu/downloads/Demographics08.pdf• Lifestyles of Young Adults-U.S. Report marketresearch.com/map/prod/847888.html• Young at Heart planetizen.com/node/18472• College Students Love Their Brands marketingcharts.com/television/college- students-love-their-brands-2080• MRI Data ureporter.mriplusonline.com.proxy.library. ohiou.edu/selectdemo.asp• 2009 Facebook Demographics and Statistics Report: 276% Growth in 35- to 54-Year-Old Users istrategylabs.com/2009/01/2009-facebook- demographics-and-statistics-report-276 -growth-in-35-54-year-old-users• Youth Demographic civicyouth.org/PopUps/Fact Sheets/FS_Youth_ Demographics.pdf• College Media Kit gpamedia.com/advertisers/national/downloads/ GPA_2009Fall_MediaKit• Y Reports- Consumer Profile: Hispanics warc.com/Tracking/ArticleLink. asp?ID=90698&ID90698&m=Admap_Feb1032

bibliography

marketing

media pr/promo

production

colophonThis campaign book was created using Adobe InDesign CS4, Illustrator CS4 and Photoshop CS4. All operations were performed on a Macintosh computer. The typefaces used are Colaborate and Gentium Book Basic. The printing was done by Ohio University Printing and Graphics Services during winter quarter of 2010.

• Body font fontsquirrel.com/fonts/Gentium-Basic• Heading font fontsquirrel.com/fonts/Colaborate

• MRI+ mriplus.com/site/indexaspx?AspxAuto DetectCookieSupport=1• Online Advertising Quantcast.com• National Broadcast Television and Cable Television Costs Mediaweek: Marketer’s Guide to Media (2008 Edition) • Cosmopolitan Magazine cosmomediakit.com/r5/home.asp• GQ Magazine condenastmediakit.com/gq• Rolling Stone srds.com/mediakits/rollingstone/ demographics.html • Hulu hulu.com/about/advertising?from=footer• Pandora pandora.com/static/ads/media-kit/ advertising.html• Amadeus Consulting amadeusconsulting.com • Mutual Mobile, Inc. mutualmobile.com • Zairmail (Direct Mail) zairmail.com/cendi/costcalc.asp • PMQ’s Pizza Magazine pmq.com/mag/2004may_june/university.php• PumpTop TV AdtekMedia, Inc.• Movie Theaters mpaa.org/MovieAttendanceStudy.pdf

• CheapOair cheapoair.com• Hotel Zaza Houston hotelzazahouston.com • Fiesta Broadway fiestabroadway.la/index.php• Encore Nationwide encorenationwide.com• E-Plastics eplastics.com• Acrylic Tank Manufacturing acrylicaquariums.com/index.shtml• Jones T-Shirts jonestshirts.com/cart• Displays2Go displays2go.com/productsw.asp?ID=12518• Entrepreneur entrepreneur.com/marketing/marketing ideas/article159484-2.html