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State Farm Deck

Tiffany Ahern
Tiffany Ahern

The document proposes targeting college graduates and young professionals aged 20-26 for a State Farm insurance campaign. Research found this group faces anxiety over life transitions after college and values relationships. The campaign positions State Farm as an "older brother" figure offering unexpected solutions to ease challenges like weather, finals, and graduation by delivering heat lamps, salt bags, study snacks, and more. This establishes State Farm as a trusted resource during a stressful time.

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A STUDENT DESIGNED CAMPAIGN FOR STATE FARM INSURANCE villatoro . ahern . brickell . salzman . alexander . priolo
so we did a little RESEARCH
SITUATIONAL ANALYSIS ORIGINAL TARGET MARKET & RESEARCH We feel that people who are 16 are dealing with totally different problems and worries than people who are 26. They are at two totally different stages in life. We feel it would be much more relevant for us and State Farm to focus on the later end of that age spectrum. In order to make the decision of focusing on a smaller portion of the age range you recommended, we considered many aspects. To begin, our group dove into research. We 鍖rst looked at the age group that you asked us to target: ages 16 to 26, Also known as generation Y or millenials.
vs. 26 16
80% of survey participants said they are feeling MILENNIALS anxiety about the life change they are about to face PERSONAL RELATIONSHIPS ARE MORE IMPORANT THAN E V E R the large majority of people said GEN-Y that during a stressful or dangerous situation, they would turn to their family 鍖rst.
SITUATIONAL ANALYSIS ORIGINAL TARGET MARKET & RESEARCH We performed our own internal focus group, a larger sale survey, and we did our own outside research on the group of young people. After concluding the research, we drew conclusions and looked for patterns. We found that 80% of people we surveyed in our study said they feel some sort of anxiety about the life change they are about to face (college -->> real world). The large majority of people we surveyed said that during a stressful or dangerous situation, they would turn to their family 鍖rst (with close friends being second place). From our internal focus group, we learned how important relationships our to us at this time in our lives. even we grew up in the digital age and the age of the internet, we still value personal one-on-one relationships very highly. An outside study showed that our generation is extremely optimistic (especially about personal 鍖nances) and we think of ourselves as invincible. This causes a problem when trying to market insurance to us. We feel it would be dif鍖cult to target the entire generation Y age 16-26 because it is such a broad age group.
SITUATIONAL ANALYSIS WHO WE ARE TARGETING & WHY: We want to focus on the latter end of this group and speak to college graduates through those in their mid twenties. This target is immersed in the hectic transitions, moving into the next step in life. We feel this target is 鍖tting because as they are exiting college and beginning their 鍖rst jobs, they are more vulnerable and in search of guidance and support. This target has a close relationship with family, primarily their parents who help provide security and offer helpful guidance, alleviating stress. However, a strong 鍖ood of overwhelming events closely follow one another, producing anxiety and confusion. Through this insight, State Farm can take away anxiety and create ease ability, further creating a strong presence in the minds of consumers. This strategy differs greatly from that of Geico and Progressive, in that State Farm will offer simple everyday solutions that are small yet powerful. State Farm will do this with a relatable and relevant voice. This market is entering a new world, forming new relationships, and facing new things. This is a prime moment for State Farm to step in and act as a bridge from their old relationship to a new, a relationship of empowerment and support, a relationship that gives State Farm a stronger point of difference from the rest.
RELATIONSHIPS are everything.
SITUATIONAL ANALYSIS WHO WE ARE TARGETING & WHY: Relationships are built through trust and consistency. State Farm understands the importance of relationship with its 37,000 agents. With that said, as this target is entering an age where they are about to become youre real customer, they are craving a relationship to further grow with. For that relationship to spout, the target needs a reason to believe State Farm will make their life easier, alleviate stress like their parents used to, and be there in unconventional ways. Furthermore, a, greater opportunity presents itself for State Farm, in that this period in our targets life trends and events leave a deep impression because they are still developing their core values, these imprints stay with them as they move through their life cycle.
SITUATIONAL ANALYSIS STATE FARM RELATIONSHIPS: OLD VS. NEW: State farm has been doing the relationship thing for decades, and its worked for them. They get it. The image of the neighbor perfectly encompasses the message that State Farm will be there for you when things go wrong. The neighbor is iconic and embodies everything that State Farm stands for to previous generations. State Farms relationship to its customers was never more apparent to us than when we heard a story from a friend of ours who lost part of their house in a 鍖re.
? neighbors seem great but, i cant relate.
They are constantly moving
SITUATIONAL ANALYSIS STATE FARM RELATIONSHIPS: OLD VS. NEW: Unfortunately, this image of the neighbor doesnt quite resonate with our generation. Were constantly on the move, sometimes moving once every year. We grew up in a different time, and dont have neighbors the way our parents did. We also dont think about what will happen to us- we believe that were invincible. Planning ahead for when we get in an accident is not on our mind. We need something ahead of the fact, and the neighbor is very much there for you after the accident happens. We need a relationship thats there for us before we mess up and one that we can relate to.
THEY WANT SOMEONE:
That they can trust That has been there before That has the solution & will share it without judgment
parents neighbor george ???
THE OLDER BROTHER
your older brother: makes you feel better has dealt with the exact same problems that you are facing right now. hes been I always go to my big brother for advice. He helps me avoid mistakes he has made, tells me there for you what to do when I mess up, and celebrates my victories when I do well. before.
SITUATIONAL ANALYSIS NEW TONE OF OUR RELATIONSHIP & POSITION: When it comes to making decisions, our target wants to turn to someone that can give them the valuable, trusted advice. They are leaving the nest and, therefore, dont want to rely just on their parents. They dont want to be lectured or bombarded; they want a resource that makes them feel empowered on their journey towards independence. In order to catch the target markets attention, State Farm is going to have to position themselves as an empowering resource and a helping hand. You have relevant information for their upcoming major decisions, and you can offer them reassurance. In this time in their lives, they yearn to be independent, but they feel vulnerable. State Farm can offer them peace of mind that they are on the right track and solutions when something goes wrong. You can help them in ways that they dont even know that they need, and simplify this transition, alleviating anxiety. If you can reach out to them and let them know that you can help them in unexpected ways, you will get their attention.
Your older brother is there for you in ways that you wouldnt expect. insurance, anyone?
REAL LIFE, MADE EASIER
SITUATIONAL ANALYSIS REAL LIFE, MADE EASIER: Real Life Made Easier by State Farm is the equivalent of taking a load off in a time when the small things really matter. This is a time in our targets life when theyre overwhelmed, uncertain and in need of an extra hand. Stemming from the older brothers support, weve created a campaign around being there when you least expect it. During this transition in their life, State Farm is the solution to their problem they didnt even know they had.
THE UNIVERSITY OF COLORADO AT BOULDER THE UNIVERSITY OF DENVER
the lay of the land
WHAT CAN STATE FARM DO TO MAKE THE TARGETS LIFE EASIER?
rain, snow, 鍖nals... STATE FARM CAN MAKE IT EASIER.
JANUARY 2011 PRINT AD #1
JANUARY 2011 PRINT AD #2
FEBRUARY 2011 HEAT LAMPS @ BUS STAIONS
FEBRUARY 2011 PRINT AD #3
MARCH 2011 SALT BAG DELIVERY
MARCH 2011 BIG BRO NIGHT AT UNIVERSITY OF DENVER
APRIL 2011 PRINT AD #4
APRIL2011 FACEBOOK INVITE
FINALS WEEK 2011 FINALS PERKS
GRADUATION
MAY 2ND 2011
GRADUATION 2011 FREE PARKING SPONSORED BY SF ON CAMPUS AT GRADUATION
MAY 2011
SITUATIONAL ANALYSIS CREATIVE EXECUTION: We have created a campaign that will easily spread throughout college campuses nation wide. Our creative exempli鍖es the idea of Real Life Made Easier through little gifts that leave a long lasting impression. Through these guerilla advertisements, PR will be present, discussion will be generated, and State Farm will be recognized as a go to insurance company who gets it. Graduation is a main focal point for our campaign. All the executions that will be in place throughout The University of Colorado at Boulder will be mirrored at Denver University. We feel that targeting graduates will reach the most relevant portion of the target, as stated in the earlier sections. Our biggest and most costly execution will be the graduation gift. This gift will be given out to all graduation seniors at The University of Colorado at Boulder. When these select students go to purchase their cap and gown a the student center on campus, State Farm will have tables set up in the surrounding areas to pass out these coveted gifts.
SITUATIONAL ANALYSIS CREATIVE EXECUTION: Inside of these graduation gifts, the students will 鍖nd many useful tools, some related to State Farm, some congratulating them on their graduation, and some that offer advice on the life changes they are about to face. All of the items in the graduation gift will carry over the Older Brother vibe that we are going for. A main part of the graduation gift will be a discount card that is good at tons of local restaurants, bars, and shops. The graduates will use these cards around the time of graduation. This card will be a large incentive for students to get excited about picking up their graduation gifts.
February 2011: April 2011: May 2, 2011: Print ad #3: real life, Sponsored night ride Cap and gown pick up: made easier. pick-ups for college students will pick up their students graduation gift from State Install heat lamps, Print ad #4[invitation] Farm reps at the student run for two weeks. and facebook invite bookstores Free SF Free moving boxes moving boxes begin March 2011: Big brother/big sister sorority /fraternity night sponsored by state farm. [DU only] January 2011: Finals Week 2011: Run print ad #1&2 Sponsored extension Graduation 2011: in newspapers. chords in the university The day is here! Introduce State March 2011: libraries. Free coffee in Free parking Farm Salt bags student centers and on/around campus, distributed to libraries sponsored by State houses on the hill Sponsor midnight Farm two weeks before breakfast [CU already Strong SF presence at spring break. implements this idea] graduation [booths, reps, raf鍖es, etc
BUDGET: CU BOULDER
BUDGET:UNIVERSITY OF DENVER
THANK YOU

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State Farm Deck

  • 1. A STUDENT DESIGNED CAMPAIGN FOR STATE FARM INSURANCE villatoro . ahern . brickell . salzman . alexander . priolo
  • 2. so we did a little RESEARCH
  • 3. SITUATIONAL ANALYSIS ORIGINAL TARGET MARKET & RESEARCH We feel that people who are 16 are dealing with totally different problems and worries than people who are 26. They are at two totally different stages in life. We feel it would be much more relevant for us and State Farm to focus on the later end of that age spectrum. In order to make the decision of focusing on a smaller portion of the age range you recommended, we considered many aspects. To begin, our group dove into research. We 鍖rst looked at the age group that you asked us to target: ages 16 to 26, Also known as generation Y or millenials.
  • 4. vs. 26 16
  • 5. 80% of survey participants said they are feeling MILENNIALS anxiety about the life change they are about to face PERSONAL RELATIONSHIPS ARE MORE IMPORANT THAN E V E R the large majority of people said GEN-Y that during a stressful or dangerous situation, they would turn to their family 鍖rst.
  • 6. SITUATIONAL ANALYSIS ORIGINAL TARGET MARKET & RESEARCH We performed our own internal focus group, a larger sale survey, and we did our own outside research on the group of young people. After concluding the research, we drew conclusions and looked for patterns. We found that 80% of people we surveyed in our study said they feel some sort of anxiety about the life change they are about to face (college -->> real world). The large majority of people we surveyed said that during a stressful or dangerous situation, they would turn to their family 鍖rst (with close friends being second place). From our internal focus group, we learned how important relationships our to us at this time in our lives. even we grew up in the digital age and the age of the internet, we still value personal one-on-one relationships very highly. An outside study showed that our generation is extremely optimistic (especially about personal 鍖nances) and we think of ourselves as invincible. This causes a problem when trying to market insurance to us. We feel it would be dif鍖cult to target the entire generation Y age 16-26 because it is such a broad age group.
  • 7. SITUATIONAL ANALYSIS WHO WE ARE TARGETING & WHY: We want to focus on the latter end of this group and speak to college graduates through those in their mid twenties. This target is immersed in the hectic transitions, moving into the next step in life. We feel this target is 鍖tting because as they are exiting college and beginning their 鍖rst jobs, they are more vulnerable and in search of guidance and support. This target has a close relationship with family, primarily their parents who help provide security and offer helpful guidance, alleviating stress. However, a strong 鍖ood of overwhelming events closely follow one another, producing anxiety and confusion. Through this insight, State Farm can take away anxiety and create ease ability, further creating a strong presence in the minds of consumers. This strategy differs greatly from that of Geico and Progressive, in that State Farm will offer simple everyday solutions that are small yet powerful. State Farm will do this with a relatable and relevant voice. This market is entering a new world, forming new relationships, and facing new things. This is a prime moment for State Farm to step in and act as a bridge from their old relationship to a new, a relationship of empowerment and support, a relationship that gives State Farm a stronger point of difference from the rest.
  • 8. RELATIONSHIPS are everything.
  • 9. SITUATIONAL ANALYSIS WHO WE ARE TARGETING & WHY: Relationships are built through trust and consistency. State Farm understands the importance of relationship with its 37,000 agents. With that said, as this target is entering an age where they are about to become youre real customer, they are craving a relationship to further grow with. For that relationship to spout, the target needs a reason to believe State Farm will make their life easier, alleviate stress like their parents used to, and be there in unconventional ways. Furthermore, a, greater opportunity presents itself for State Farm, in that this period in our targets life trends and events leave a deep impression because they are still developing their core values, these imprints stay with them as they move through their life cycle.
  • 10. SITUATIONAL ANALYSIS STATE FARM RELATIONSHIPS: OLD VS. NEW: State farm has been doing the relationship thing for decades, and its worked for them. They get it. The image of the neighbor perfectly encompasses the message that State Farm will be there for you when things go wrong. The neighbor is iconic and embodies everything that State Farm stands for to previous generations. State Farms relationship to its customers was never more apparent to us than when we heard a story from a friend of ours who lost part of their house in a 鍖re.
  • 11. ? neighbors seem great but, i cant relate.
  • 13. SITUATIONAL ANALYSIS STATE FARM RELATIONSHIPS: OLD VS. NEW: Unfortunately, this image of the neighbor doesnt quite resonate with our generation. Were constantly on the move, sometimes moving once every year. We grew up in a different time, and dont have neighbors the way our parents did. We also dont think about what will happen to us- we believe that were invincible. Planning ahead for when we get in an accident is not on our mind. We need something ahead of the fact, and the neighbor is very much there for you after the accident happens. We need a relationship thats there for us before we mess up and one that we can relate to.
  • 15. That they can trust That has been there before That has the solution & will share it without judgment
  • 16. parents neighbor george ???
  • 18. your older brother: makes you feel better has dealt with the exact same problems that you are facing right now. hes been I always go to my big brother for advice. He helps me avoid mistakes he has made, tells me there for you what to do when I mess up, and celebrates my victories when I do well. before.
  • 19. SITUATIONAL ANALYSIS NEW TONE OF OUR RELATIONSHIP & POSITION: When it comes to making decisions, our target wants to turn to someone that can give them the valuable, trusted advice. They are leaving the nest and, therefore, dont want to rely just on their parents. They dont want to be lectured or bombarded; they want a resource that makes them feel empowered on their journey towards independence. In order to catch the target markets attention, State Farm is going to have to position themselves as an empowering resource and a helping hand. You have relevant information for their upcoming major decisions, and you can offer them reassurance. In this time in their lives, they yearn to be independent, but they feel vulnerable. State Farm can offer them peace of mind that they are on the right track and solutions when something goes wrong. You can help them in ways that they dont even know that they need, and simplify this transition, alleviating anxiety. If you can reach out to them and let them know that you can help them in unexpected ways, you will get their attention.
  • 20. Your older brother is there for you in ways that you wouldnt expect. insurance, anyone?
  • 22. SITUATIONAL ANALYSIS REAL LIFE, MADE EASIER: Real Life Made Easier by State Farm is the equivalent of taking a load off in a time when the small things really matter. This is a time in our targets life when theyre overwhelmed, uncertain and in need of an extra hand. Stemming from the older brothers support, weve created a campaign around being there when you least expect it. During this transition in their life, State Farm is the solution to their problem they didnt even know they had.
  • 23. THE UNIVERSITY OF COLORADO AT BOULDER THE UNIVERSITY OF DENVER
  • 24. the lay of the land
  • 25. WHAT CAN STATE FARM DO TO MAKE THE TARGETS LIFE EASIER?
  • 26. rain, snow, 鍖nals... STATE FARM CAN MAKE IT EASIER.
  • 29. FEBRUARY 2011 HEAT LAMPS @ BUS STAIONS
  • 32. MARCH 2011 BIG BRO NIGHT AT UNIVERSITY OF DENVER
  • 38. GRADUATION 2011 FREE PARKING SPONSORED BY SF ON CAMPUS AT GRADUATION
  • 40. SITUATIONAL ANALYSIS CREATIVE EXECUTION: We have created a campaign that will easily spread throughout college campuses nation wide. Our creative exempli鍖es the idea of Real Life Made Easier through little gifts that leave a long lasting impression. Through these guerilla advertisements, PR will be present, discussion will be generated, and State Farm will be recognized as a go to insurance company who gets it. Graduation is a main focal point for our campaign. All the executions that will be in place throughout The University of Colorado at Boulder will be mirrored at Denver University. We feel that targeting graduates will reach the most relevant portion of the target, as stated in the earlier sections. Our biggest and most costly execution will be the graduation gift. This gift will be given out to all graduation seniors at The University of Colorado at Boulder. When these select students go to purchase their cap and gown a the student center on campus, State Farm will have tables set up in the surrounding areas to pass out these coveted gifts.
  • 41. SITUATIONAL ANALYSIS CREATIVE EXECUTION: Inside of these graduation gifts, the students will 鍖nd many useful tools, some related to State Farm, some congratulating them on their graduation, and some that offer advice on the life changes they are about to face. All of the items in the graduation gift will carry over the Older Brother vibe that we are going for. A main part of the graduation gift will be a discount card that is good at tons of local restaurants, bars, and shops. The graduates will use these cards around the time of graduation. This card will be a large incentive for students to get excited about picking up their graduation gifts.
  • 42. February 2011: April 2011: May 2, 2011: Print ad #3: real life, Sponsored night ride Cap and gown pick up: made easier. pick-ups for college students will pick up their students graduation gift from State Install heat lamps, Print ad #4[invitation] Farm reps at the student run for two weeks. and facebook invite bookstores Free SF Free moving boxes moving boxes begin March 2011: Big brother/big sister sorority /fraternity night sponsored by state farm. [DU only] January 2011: Finals Week 2011: Run print ad #1&2 Sponsored extension Graduation 2011: in newspapers. chords in the university The day is here! Introduce State March 2011: libraries. Free coffee in Free parking Farm Salt bags student centers and on/around campus, distributed to libraries sponsored by State houses on the hill Sponsor midnight Farm two weeks before breakfast [CU already Strong SF presence at spring break. implements this idea] graduation [booths, reps, raf鍖es, etc