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YOUR LIFE UPSTREAM ADVERTISING UNIVERSITY OF OREGON EASIER

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A plans book created for State Farm Insurance based on the strategy that State Farm's agent-based model makes your life easier by being real people. The book was used to compete in the 2010 National Student Advertising Competition.

TRANSCRIPT

YOURLIFE

UPSTREAM ADVERTISINGUNIVERSITY OF OREGON

EASIER

Agents personAlize insurAnce, which sets State Farm apart. Other insurance providers assume that they cannot offer our audience anything unique and vie for recognition as the cheapest provider. They use overt fear or emotion that our audience doesn’t buy into.

State Farm has an opportunity to prove that it really is different. Its agents are advocates who can help our audience because they are real people who make life better, easier and more valuable. State Farm shows that true value is what real people can do for each other.

We know that State Farm is better because we have immersed ourselves in its industry, learned about its culture, and talked to consumers. But the important audience of independent young adults doesn’t understand yet. We know that once they see how an agent makes life easy, insurance will become relevant on an entirely new level.

01

TABLE OF CONTENTS

03THE AUDIENCEthe people we’re talking with

05THE STRATEGYconnecting State Farm with our audience

07MICROSITEintroducing YourLifeEasier.com

09FILMcreating solutions that make our audience’s lives easier

11GENEROSITY PROJECThelping our audience help others

13INTERACTIVE OUTDOORfinding out what they need and introducing easy

15URBAN EVENTSmaking life easier for our metropolitan audience

17CAMPUS EVENTSmaking life easier for our student audience

19MOCKUMENTARIEScelebrating the people who have made life easier

21OUTDOORassociating State Farm with what’s recognizably easy

23WEB+MOBILE APPSstreamlining State Farm’s communication

25STARTER KITkeeping our promise to make life easier

02

27MEDIA SCHEDULEplanning for may 2010 to may 2011

29MEDIA BUDGETbreaking it down

31CONCLUSIONwrapping it up

32THE TEAMthe people of oregon’s upstream advertising

03 04

OUR AUDIENCETHEY ARE DIVERSE AND COMPLEX

AND THEY WANT RESPECT

SO THEY PREFER MEDIA THEY CAN CONTROL

“I fell off my bike and thought I would be fi ne. But weeks later, my body still hurt, so I fi nally gave in and went to the doctor.” — Jeremy, 21

“Why stop what I’m doing on a Monday night when I can just watch it online later?” — Jake, 21

As children, they were treated as precious gifts and congratulated for participation, not achievement.

They expect people to recognize and value their hard work.

They defi ne their signifi cance by what they mean to others.

Their lives are heavily scheduled, so time is valuable.

They consider themselves capable and independent and won’t ask for help unless there is no other option.

They are between the ages of

They are more likely to live in urban areas than any other demographic group.

percent are African-American.

percent are Hispanic.

percent have graduated from high school.

percent are students. percent are married.

They prefer to watch TV online.

They will schedule time to watch traditional TV if the programming is funny, interesting, or especially relevant.

They use social media as a tool to communicate and share things they like.

percent ignore banner and clickthrough ads.

They hate advertisements that interrupt and annoy them, especially online.

They use Google search to fi nd most of their information.

17.322.484.9 39.611

18 25and

69

BUT THEY DON’T LIKE THINKING ABOUT INSURANCE

“I called Geico asking for some insurance information, and the representative told me I could either read it off the website or she could read the website to me. I was appalled.” — Jessica, 23

They like brands that understand and appeal to them with genuine and funny ads.

They resent brands that misunderstand, interrupt, or talk down to them.

They hate sifting through complicated Web sites or phone answering menus for customer service.

A positive experience with a representative translates to a positive experience with the brand.

“I would defi nitely pay more if it meant someone was looking out for me and my needs—and not only treating me like a dollar sign.” — Renee, 22

Insurance is an item on a list of responsibilities that they have never had to worry about nor pay for.

They would rather ignore insurance, so they want the process to be quick and simple.

Searching for insurance is daunting, which often leads them to choose based on price and convenience.

3660

AND APPRECIATEBRANDS THAT GIVE THEMWHAT THEY WANT

60

They reference geckos and brunettes in white aprons when asked to recall names of insurance providers.

percent of our audience recommends products based on convenience.

percent of young adults recommend products or services based on quality.

percent of the audience has never bought insurance before and knows very little about it.

05

MEETCLAYTON.

06

As the spokesman for this campaign, Clayton embodies the casual and curious personality that State Farm needs to communicate. He is smart, approachable, funny and genuine. He conveys an attitude that our audience appreciates and trusts. Because our audience tends to identify with spokespeople, he creates a recognizable link to the brand.

Clayton was a little nerdy when growing up in Chicago. At the age of three, he loved building tall structures with his model planes. At the age of seven, he spent hours in the dugout of his tee-ball park trying to determine the best place to hit the ball. He was the 114th kid in the Chicago Little League to hit a home run.

As he got older, his fascination with building, thinking, and solving problems grew. He hated English class (why does the color of Holden Caulfi eld’s hat matter, anyway?) but was curious about everything practical and useful. Math classes were okay, science classes were better and mechanics classes were best.

Clayton majored in engineering at the University of Illinois. It wasn’t easy, but he managed to graduate with a 3.6 GPA, two intramural soccer championships and a reputation as the best fl ip cup player on the West side of the Appalachians. Although publicly he attributed his drinking game success to luck, he secretly calculated the direction and amount of force to apply so that the red keg cup landed perfectly each time.

STRATEGYWe spoke with customers of various insurance providers and found that State Farm agents meet the needs of our audience best. While other companies conduct some or all of their processes online, State Farm’s agent model ensures that every interaction is personalized and simple. Because agents think of their customers as individuals rather than policy numbers, they work harder to fi x all problems quickly and completely.

Agents are advocates.

EXPERIENCE: Interact with members of our audience. Demonstrate that State Farm is committed to making their lives easier by asking them what they want and delivering it in creative and interesting ways.

CONNECT: Introduce the importance of easy on a level that the audience appreciates and understands. Tell stories of objects and people who already make life easier and draw parallels to State Farm.

INFORM: Keep our promise by simplifying insurance processes and tailoring them to the audience’s needs.

And provide an identifi able, genuine and relatable voice through Clayton.

But the people in our audience don’t know that yet. They need to understand that only real people can provide the accessible, personalized and complete answers that make life easier. And State Farm’s agents do that better than any other insurance provider.

We must build a brand personality committed to making our audience’s lives easier.

OUR PLAN:

07 08

EXPERIENCE: MICROSITE

WHAT WOULD MAKE YOUR LIFE EASIER?

NAME AGE E-MAIL

commoninteresting

tell usrecent

SUBMIT

YOUR LIFE EASIER.abouteasy.not easy.

commoninteresting

tell usrecent

YOUR LIFE EASIER.about.easy.not easy.

I could get paid every time I smiled. - James T., 233:54 pm 3/10/10

I had a personal chef who would cook me every single meal.. and snacks. And it wouldn’t be microwaved. - Jennifer R., 203:50 pm 3/10/10

I had someone to drive me around everywhere. That way I wouldn’t have to worry about parking or cops. - Kristina B., 223:47 pm 3/10/10

I had something that would give me constant reminders for all the stuff I had to do and by what time. - Johnathan W., 193:45 pm 3/10/10

MY LIFE WOULD BE EASIER IF......

most recent most common most interesting

commoninteresting

tell usrecent

YOUR LIFE EASIER.about.easy.not easy.

most recent most common most interesting

robot maid money transportation pasta primavera roof shingles oil change write papers think

more timei had a cook

flyingmoneyflyingmoney transportation flying transportation hairdresser stylist

I could get a date

someone would pick my clothes out

I didn’t have to pay rent

I had a carmy parents were here

I was a genius.

I was Paris Hiltonmore sleep

teleportingmoneyteleportingmoneyI had a swiss bank account

I could find my keys

less stressmy laptop didn’t break

free health care

I got straight A’s

a new job

MY LIFE WOULD BE EASIER IF......

YOUR LIFE EASIER.about.easy.not easy.

“My life would be easier if my ceiling didn’t leak.” -Alyson L., 22

SHAREEMBED< / >

COMMENT“ ”

WATCH:“If I knew how to change my own oil” - Andy T., 21

WATCH:“If I knew if the Mayan prophecy of 2012 was really going to happen.” - Sam R, 19

YourLifeEasier.com is the central reference point for the campaign. The home page greets visitors and invites them to submit requests for things that would make their lives easier. While YourLifeEasier.com is branded by State Farm, it is separate from Statefarm.com to keep the message specifi c to our audience.

This page showcases the most commonly submitted requests in a visually stimulating tag cloud. It updates in real time to encourage users to regularly revisit the site.

An event page provides information about past and upcoming events. It contains videos, pictures, music downloads and information related to past events to encourage event attendees to visit the site.

One page displays requests in real time as they are collected through Twitter and YourLifeEasier.com.

the percentage of people who like to try different products and recommend good ones to friends

the percentage of our audience interested in a Web site with funny or entertaining ads

EVALUATION: ComScore Ratings and New Client Poll, as well as social media response.

09

EXPERIENCE: FILM

10

Members of our audience will only interact with YourLifeEasier.com if it provides a benefi t. We fulfi ll select requests and document them in a series of short videos featuring Clayton and the person who submitted the request. Clayton searches for solutions alongside experts from State Farm’s designated partners.

We chose the specifi c partners because they are relevant to our audience and are considered experts in their fi eld. They will agree to partner with us because the videos provide free exposure that makes them relevant to our audience.

These documentary videos appear online at YourLifeEasier.com and on State Farm’s YouTube channel. We place sixty-second versions on the Discovery Channel to reach audience members likely to participate. Within this context, our audience will already be in the right mindset for creative problem-solving.

the percentage of online videos watched by our audience that were preroll ads

EVALUATION: The measure of effectiveness for television and online video advertising is based upon reaching a determined viewership goal.

POTENTIAL PARTNERS >> CULINARY INSTITUTE OF AMERICA, UNITED AIRLINES, BEST BUY, THE HOME DEPOT, IKEA, NEW YORK PUBLIC LIBRARY, JOHNS HOPKINS UNIVERSITY,FASHION INSTITUTE OF DESIGN & MERCHANDISING, UNIVERSAL TECHNICAL INSTITUTE

Clayton goes to the New York Library’s

fi nest librarian to help Michelle ace her LSAT in less than 24 hours.

Clayton at Home Depot fi guring out how to build a zip line between Jeremy’s front door and his offi ce.

Clayton and an instructor at Universal

Technical Institute work to get another 35,000 miles out of

Katie’s ‘87 Geo.

the percentage of our audience that likes to share learned knowledge with others

11 12

EXPERIENCE: PROJECT

Clayton surprises a nominated member of

our audience with a debit

card for $50,000

The Generosity Project celebrates and assists the members of our audience who share State Farm’s commitment to making life easier for others. We sponsor select projects based on nominations that people submit to YourLifeEasier.com. Nominations are short online forms in which people briefl y tell a story about what a member of our audience is doing for the local community. Clayton and State Farm agents select and surprise 100 people where they work or study with a debit card for $50,000. The winners can spend the grant on their philanthropic venture. We document the project by fi lming the process and posting the video on YourLifeEasier.com.

We promote the project entirely through grassroots methods to maintain transparency. Our audience is skeptical when a company overtly claims to be socially responsible, so it is best to show our commitment without advertising it. Because the project infl uences so many people, news of it will spread naturally through social media, word-of-mouth, and the press.

65the percentage of americans that are willing to switch to a brand associated with a good cause

54the percentage of our audience that would like to buy socially responsible brands but can’t afford to do so

“I’ve always wanted to build houses for the homeless, but I’ve never had the money to travel anywhere to do it.” --Elliot, 19

Sponsoring Generosity Projects in local markets shows that State Farm trusts and values the members of the audience and wants to help them succeed. It demonstrates that agents care about our local communities. And it involves our audience in spreading easy in ways that they consider signifi cant.

13

EXPERIENCE: OUTDOOR

14

what would makeyour life easier?

Outdoor ads in urban areas and on college campuses encourage interaction and drive people to campaign-sponsored events and YourLifeEasier.com. Some installations demonstrate State Farm’s commitment to making life easier, others collect information about what the audience wants. This information helps us make decisions about how we can help the audience as the campaign develops.

This interactive wallscape allows State Farm to collect information from audience members about what would make their lives easier. Texted requests are censored and collected, and then appear on the billboard and YourLifeEasier.com.

Getting lost can be stressful, especially in the city. Easy Guide iPads installed in parking garages and gas stations allow our audience to search for directions and information. The info can be texted to their phones, enabling them to easily navigate to their destination.

Installations with tablet computer screens pose the question: “What would make your life easier?” People use the tablet to write their suggestions, which are censored, collected and displayed on a nearby digital billboard. There is also an optional fi eld for people to fi ll out their personal information so that we can try to fulfi ll their requests during events.

Strategically placed outdoor advertisements encourage people to submit their requests via Twitter or YourLifeEasier.com. They reach people in inconvenient situations like public transportation or waiting in an airport in order to initiate thinking about the problems that State Farm can solve.

12

6

9 3

EVALUATION: The measure of effectiveness for outdoor advertising will be non-traditional by measuring interactions with OOH installments and services.

the proportion of people within our audience who have discussed a digital billboard with friends

the percentage of our audience that thinks digital billboards are“a cool way” to advertise

find:restaurantsnightlifeentertainmentshoppingother

destination:

1. Exit the lot and turn left.2. Go East 2 blocks and turn left on Burnside Ave. 3. Go 1/2 block until you reach Jake’s Bar & Grill on the left side.

S m a r t P a r k245 E 6th avePortland, OR 97214

15 16

EXPERIENCE: URBAN

It’s your turn.Hiatus is coming.

Go to yourlifeeasier.com for more info.

The Hiatus festival centers around a concert in each designated urban area. The performers are musicians whom the audience nominates and selects through YourLifeEasier.com. Event attendees vote on their favorite performer via text message, and the winner from each concert is featured on iTunes and invited to join the Kick-Back Campus Tour.

Hiatus spreads the idea of easy not only by helping out local musicians, but also by giving our audience something fun, free and relaxing to do.

During the four days prior to the Hiatus concert in each city, teams of State Farm agents (called Hiatus Helpers) and event staff travel throughout the city to grant selected requests. We choose the requests in each city from those submitted through Twitter, YourLifeEasier.com and the interactive outdoor ads.

EVALUATION: We will measure urban events through employee reports of attendance, event atmosphere, social media interaction, and increase in new policies for targeted audience.

the percentage increase in attendance by our audience at theaters and concerts in the last year

“I’d like more fun and free things to do,” said focus group participant Brittney, age 21, when asked what would make her life easier.

the number in millions of people who attend concerts each year

the percentage market share of concerts, which generate the most revenue in the national event industry

Local agents hand out State Farm-branded promotional items at each urban and campus event. These items are useful, encouraging members of our audience to keep and use them in their daily lives.

Continued use of the items reinforces the State Farm message of easy and extends the audience’s interaction with the brand.

MAKE

ISLIFE

EA SA SA IER..

MAKING LIFE

EASIER Redeemable for $50 at your campus bookstore.

SO HAVE ONE ON US.Redeemable for $5 at any Starbucks.

SO HAVE ONE ON US.

COFFEE MAKES LIFE EASIER.

EVALUATION: Measurement will be through successful, strategic distribution of items, as well as the overall perception of the item and increase in new policy holders among the audience.

TOURKICK BACK

CAMPUSU. of Washington

Making Your Life Easier.

17 18

EXPERIENCE: CAMPUS

K KCKCKIKIKCICBABAB KCACA KCKCACAC MAMA PMPM UPUP SUSUTOTOT UOUO RURU

K

When: September 17th, 2010, 5:00 pm Where: East Lawn What: Music, Food & Giveaways

WHAT WOULD MAKE YOUR LIFE EASIER?

Tell Clayton and you could win

a laptop.

Toshiba

The Kick-Back Campus tour extends the event experience to our student audience. It offers benefi ts that students appreciate like music, free rides and useful giveaways that encourage fun interaction and a positive association with the brand.

Prior to the Kick-Back Campus Tour, students can go to YourLifeEasier.com to vote for which of our partners they would like to have at the event. We randomly select students from the audience to use a scan gun and choose their favorite items from our partner in a short amount of time. This merchandise will make their lives easier—and we’ll deliver their items to save extra trouble.

We encourage students to interact with the tour events through challenges on Twitter such as, “Come to the memorial lawn with something that makes fl irting in class easier.” The person with the most creative item chooses from fi ve categories of prizes (travel, technology, house accessories, apparel and grocery) and receives the grand prize, such as a round-trip airline ticket. The next four people with good solutions receive smaller, related prizes.

Giveaway events take place for four days prior to each Kick-Back concert to encourage word-of-mouth and maximum participation among students.

A USB drive contains a compilation of songs from all of the performers.

Four days before the event, employees offer students rides around campus.

TOUR ONE

TOUR TWO

TOUR THREE

TOUR FOUR

TOUR FIVE

EVALUATION: The campus events will be measured through employee reports of attendance, event atmosphere, social media (post event), and increase in new policies for targeted audience.

the percentage of our audience that believes an outdoor spectacle is a good way to generate word-of-mouth buzz

campus events increase brand visibility and associate the brand with a fun time experienced with friends

UNIVERSITY OF WASHINGTON / 39,250WASHINGTON STATE / 23,544PORTLAND STATE / 23,929CAL BERKLEY / 33,574UCLA / 35,574SAN DIEGO STATE / 34,000BYU PROVO / 34,067ARIZONA STATE / 51,612UNIVERSITY OF ARIZONA / 51,612UNIVERSITY OF MINNESOTA / 51,175UNIVERSITY OF WISCONSIN / 40,793UNIVERSITY OF IOWA / 28,426

LOUISIANA STATE / 34,128AUBURN UNIVERSITY / 23,333UNIVERSITY OF GEORGIA / 33,660UNIVERSITY OF TENNESSEE / 26,400UNIVERSITY OF ILLINOIS / 41,938OHIO STATE / 50,504UNIVERSITY OF CINCINNATI / 27,932UNIVERSITY OF MICHIGAN / 39,993NYU / 40,004PENNSYLVANIA STATE / 40,709RUTGERS UNIVERSITY / 34,449UNIVERSITY OF MARYLAND / 35,569

CAMPUSES VISITED ON KICKBACK TOUR / CAMPUS SIZESUNIVERSITY OF MISSOURI / 27,930UNIVERSITY OF KANSAS / 26,934TEXAS A&M / 44,934UNIVERSITY OF TEXAS / 40,196UNIVERSITY OF HOUSTON / 35,344UNIVERSITY OF FLORIDA / 49,639GEORGE MASON UNIVERSITY / 39,738NORTH CAROLINA STATE / 33,148UNIVERSITY OF SOUTH CAROLINA / 27,605FLORIDA STATE / 39,146UNIVERSITY OF CENTRAL FLORIDA / 44,856

19

CONNECT: VIDEO

20

Millions of people contributed to the conveniences that make our daily lives easier. A series of commercials highlights and celebrates the people behind the everyday objects that we take for granted.

Clayton narrates the mockumentary-style commercials, which are both informative and playful. The costumes and sets look like they are out of a middle school play, and the overall tone contains elements of both a historical documentary and an infomercial. The commercials begin by demonstrating what life was like before the invention, and tell the story of the person whose invention continues to make our lives easier today. Clayton appears at the end of each spot to deliver the tagline, “State Farm celebrates the real people who make your life easier. Tell us what we can do for you at YourLifeEasier.com.”

Hair removal is no recent phenomenon. Ancient Egyptians used sharpened gold and sharks’ teeth to shave all of the hair off their bodies. But it wasn’t until King Gillette developed safe and replaceable razor blades that we could have kissably smooth skin on a daily basis.

When Percy Spencer put a chocolate bar in his pocket before going to work on radar equipment, he didn’t intend to discover the microwave. But when his snack melted, he realized that he could refi ne the radiation technology and create the most important item in the modern kitchen.

EVALUATION: The measure of effectiveness for television advertising will be based on reaching a determined viewership goal.

the percentage of our audience that watches comedy or humorous videos online

Without Tupperware, we would still be dissatisfi ed with fl attened sandwiches and molding leftovers. Thanks to the work of Earl Tupper, we can better preserve our food while improving our refrigerator’s feng shui.

CONNECT: OUTDOOR

21 22

what’s worse than waiting for a walk signal?not waiting and getting hit by a horse-drawn carriage,(like garrett augustus morgan,who then invented the stoplight).

thanks for taking one for the team, garrett.

Outdoor advertisements reach our audience in a real-world context. The brief, conversational stories emphasize the ways in which a real person can make life easier.

We place advertisements on or near the inventions they describe. This advertisement is placed underneath a walk signal to describe Garrett Agustus Morgan’s pivotal invention.

In airports: “Gate C45 is 1.2 miles from here. So, thank you, Gabriel Bouladon and Paul Zuppinger, for the moving sidewalk.”

On elevators: “‘Walking would be easier without the walk,’ thought King Louis XV. And so, the fi rst passenger elevator was invented.”

This ad is placed at the bottom of an escalator to describe the invention and make people aware of its importance and how it makes their lives easier while they’re using it.

over billboards

EVALUATION: The measure of effectiveness for outdoor advertising will be traditional through determining reach of viewers.

the percentage of our audience that appreciates satirical advertising

23

INFORM: WEB PRESENCEInteractive, approachable and cohesive agent profi les

familiarize potential customers with agents, encouraging them to take the next step and make a call.

Updated agent profi les feature clean, cohesive, professional photos and a video interview. Interview

content relates to the agent’s commitment to his or her community to build trust and familiarity prior to the fi rst

point of contact.

24

Each agent will have a personal State Farm-branded Twitter account. This allows agents to connect directly with their customers to better understand who they are and what they care about. Agents can update their followers about events, offer insurance tips, and address individual concerns.

Agents don’t follow their clients on Twitter without permission or message any client except to answer a question.

Researching insurance policies online can be daunting, especially for the fi rst-time buyer. Simplifying the home page of Statefarm.com helps members of our audience fi nd the information they need quickly and easily. Tabs that are specifi c to their needs, such as simplifi ed insurance how-tos, point them in the right direction and exemplify State Farm’s promise of easy.

The changes in communications and operations may require agents to use unfamiliar technology. We recommend explaining the basics of using Twitter and the agent profi le during agent training.

Restaurants recommended by agent Janet Smith

Chez Louis - Eugene

Mike’s Diner - Spring�eld

El Pollo - Spring�eld

Co�ee Star - Eugene

Dog House - Spring�eld

Sunshine Cafe - Eugene

Sweet Tooth - Eugene

3.6 mi

3.8 mi

4.1 mi

4.7mi

5.0 mi

7.6 mi

9.2 mi

Spring�eld agent Kelly Smith wants to give

you a free cup of Star-bucks co�ee.

EVALUATION: State Farm’s web presence will be measured through tools such as ComScore Ratings and New Client Poll.

the percent of our audience that creates or modifies a personal profile on social networking sites such as Twitter

the percentage of our audience that that posts or reads Twitter updates

An update to the Pocket Agent app offers location-specifi c rewards from our various partners. Agents can use the app to notify customers of events (State Farm-sponsored or otherwise) throughout the community.

An update for the Steer Clear app adds interactive games. As apps are becoming increasingly popular, our audience enjoys the games provided free of charge. This example is a driving game.

MICHAEL COULBOURNE

CUSTOMERREVIEWS

from Lawrence G, Eugene, ORMarch 2, 2010 9:52 pm

Last month, I got in a pretty bad accident with a bus.. I was alone and it was late at night. The accident was pretty bad.I didn’t know what to do and my parents weren’t answering. So I called my agent. Michael came to the scene within 10 minutes. He was there to help me call the tow truck, deal with the police, to wait with me until I got ahold of my parents. He even gave me a ride home. I am so glad I had him that night. My claim has already been settled and it hasn’t even been one month. Michael really cares about people. I’m tell ing all my friends to switch to State Farm.

CONTACT MICHAEL LIVE CHAT

REPORT A

CLAIM

E-MAIL

Santa Ciara Sq. Shopping Center65D Division AvenueEugene, OR 97404

phone: 541.689.1799toll free: 877.889.1799fax: 54.689.9906

Follow @CoulbourneInsurance

Another day, another claim, another problem solved. 2 hours ago

Helping @James_R2D2 with his renter’s insurance. Stolen laptop? No problem! 12 hours ago

ACCESSYOUR

ACCOUNT

ABOUT MICHAEL

Life-Freshener

25

INFORM: STARTER KIT

MAKE

The starter kit introduces new auto policy holders to State Farm with materials that clearly explain and facilitate the claims process and items that make life easier.

The starter kit’s “In Case of Emergency” waterproof envelope fi ts in a glove box and has the tools a person needs in the event of an accident. The folder has places for the insurance card and the agent’s business card. It also includes a pad of information sheets for the customer to fi ll out at the site of an accident, ensuring they include all necessary infomation.

The starter kit ensures that in case of an accident, the consumer will not feel lost or unsure. Keeping the starter kit in the glove box will give the consumer confi dence in State Farm’s ability to make claims easier.

26

Few young adults know about the benefi ts of renters insurance, though the majority of them rent their residences. We give property managers renter kits to hand out to new tenants when they sign their leases.

The kit explains the importance of renters insurance and includes a USB drive with tools to streamline processes. We include blank renters insurance purchase forms that can be fi lled out and emailed directly to an agent along with pictures from a cell phone or digital camera. The USB drive will also have extra space so that the consumer can continue using it.

EVALUATION: The measurement of the starter kits will be based upon the overall reception/perception of the kits by new policy holders and other potential clients.

63the percentage of our audience that would watch an ad in exchange for free giveaways

37the percentage of our audience that were impacted by a direct mail ad in the past week

on a dollar for dollar basis, print, radio and direct mail are likely to be more cost-effective means of communication

MAY JUNE JULY AUGUST SEPTEMBER1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

THE MEDIA SCHEDULEOCTOBER

EXPERIENCE

Discovery ChannelYouTube.com

Vimeo.com

Texting Wallscape

EasyGuideTraditional Outdoor

Hiatus FestivalHiatus HelpersKickback Tour

Twitter Challenge

Promo Items

Network TVCable TV

NBC.com

Sidereel.com

INFORMApp Updates

Pandora.com

Twitter.comAgent Profi les

27

Grant

Microsite

Tablet

Object TagGolf Cart Taxi

CONNECT

Hulu.com

Auto Policy Kits

FunnyorDie.com

Univision.com

OutdoorAirport

Renter Kits

28

NOVEMBER DECEMBER JANUARY FEBRUARY MARCH27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

APRIL

EXPERIENCE

Discovery ChannelYouTube.com

Vimeo.com

Texting Wallscape

EasyGuideTraditional Outdoor

Hiatus FestivalHiatus HelpersKickback Tour

Twitter Challenge

Promo Items

Network TVCable TV

NBC.com

Sidereel.com

INFORMApp Updates

Pandora.com

Twitter.comAgent Profi les

Grant

Microsite

Tablet

Object TagGolf Cart Taxi

CONNECT

Hulu.com

Auto Policy Kits

FunnyorDie.com

Univision.com

OutdoorAirport

Renter Kits

INTERNET = REDS TELEVISION = GREYS OUTDOOR = YELLOWS EVENTS / COLLATERAL = BLUES

29

THE MEDIA BUDGET

TOTAL BUDGET: $40,000,000

MICROSITE $20,000Site Development $20,000DOCUMENTARY FILM $126,050Discovery Channel $126,000YouTube.com $0Vimeo.com $50SPOKESMAN $70,000GENEROSITY PROJECT $6,020,000Grants $5,000,000Setup Costs $1,020,000DIGITAL OUTDOOR $6,066,101Texting Wallscape $545,286Tablet $2,612,515EasyGuide $1,654,000Traditional $1,254,300URBAN EVENTS $1,670,205Hiatus Festivals $1,511,205Hiatus Helpers $159,000CAMPUS EVENTS $1,755,005Kickback Campus Tour $992,430Twitter Challenge $375,000Object Scan $375,000Golf Cart Taxi $12,575

PROMOTIONS $2,282,000Mints $150,000Chapsticks $50,000Gym Bags $262,000Towels $112,000Hand Sanitizers $50,000Aluminum Water Bottles $478,000Gift Cards $560,000Wayfarer Sunglasses $240,000Tool Kits $380,000COMMERCIAL VIDEO $13,162,442Network TV $7,258,442Cable TV $504,000Hulu.com $1,200,000NBC.com $600,000FunnyorDie.com $600,000Sidereel.com $600,000Univision.com $600,000MTV.com $600,000Pandora.com $1,200,000OUTDOOR $3,663,770Outdoor $3,590,270Airport $73,500

TV PRODUCTION $788,842WEB PRESENCE $20,000Web site Update $0App Updates $20,000Twitter $0Agent Profi les $0Agent Training $0AUTO POLICY KITS $2,975,544Packaging $1,026,630Pens $67,320Glovebox Packages $535,194Thank You $10,098Flashlights $309,672Bandages $127,908Mini Swiss Army Knives $646,272Post-It Pads $127,908Air Fresheners $124,542RENTERS KITS $1,380,059Packaging $503,217Literature $5,048USB $871,794

30

.05%MICROSITE

.32%DOCUMENTARY FILM

.18%SPOKESMAN

15.05%GENEROSITY PROJ.

15.17%DIGITAL OUTDOOR

4.18%URBAN EVENTS

4.39%CAMPUS EVENTS

5.71%PROMOTIONS 1.97%TV PRODUCTIONVIDEO (CONTINUED)

32.91%COMMERCIAL VIDEO

OUTDOOR 9.16%

.05%WEB UPDATE

AUTO POLICY KIT 7.44%

AUTO POLICY KIT 3.45%

KEY:

INFORMCONNECTEXPERIENCE

AS THE CAMPAIGN DEVELOPS, it will form a relationship between State Farm and members of the audience. It lets them know that they have an advocate in a State Farm agent, and that person can meet their needs better than any other insurance provider.

We are confident in this campaign because it is based on what we know. We know from researching State Farm and talking with its consumers that agents really do make life easier. We know from focus groups and interviews that our audience doesn’t want to spend time worrying about things like insurance. We know from secondary research that the audience needs to feel that they are understood and valued.

This campaign is different because it is straightforward. It doesn’t try to represent State Farm as something that it isn’t or try to make people care about insurance when they don’t want to. In a landscape of competitors who focus on price, it starts a new conversation about what insurance companies will (and won’t) do for the audience. The campaign demonstrates that State Farm understands the audience’s needs and is committed to fulfilling them. It builds a brand personality that is helpful, committed, and non-judgmental. It creates lasting relationships by making life easier as only real people can.

31

MELISSAMEIER,AccountplAnner

MAGGIEHARRIS,MeDiAplAnner

ARIELGILBERT,

ArtDirector

ALEXORR,

MeDiAplAnner

EMILY DOWN,

creAtiVe Director

CARSONYORK,MeDiADirector

GEOFFSCOONES,AccountplAnner

MICHELLEHAN,MeDiAplAnner

EMILYKOTHE,

AccountMAnAger

32

ARIELGILBERT,GILBERT,GILBERT,GILBERT,

Director

MICHELLE

SOURCES FOR PLANS BOOK IBIS World Wireless telecommunications carries in the us industry report; total Media expenditure in the us Business environment report 2009, Billboard and outdoor Display Advertising in the us Dec 29 2009; live Music, sports and event promotion in the us industry report Feb 12 2010; Direct Mail Advertising in the us industry report Jan 05 2010. MarketResearch.com Academic trade show and event planning in the us nov 23 2009; Digital out-of-home media report september 2008. Mintel us Young Adult leisure trends (november 2009); us social networking (February 2010); us Attitudes to internet and new Media Marketing (october 2009); us Attitudes towards Advertising and Media (April 2008); us Attitudes and Behavior of Males 18-24 (March 2007); us Attitudes towards Media (February 2007); us urban living – Media and communications (December 2006); us Attitudes to internet and new Media Marketing (october 2009); us Attitudes toward traditional Media Advertising and promotional Marketing (August 2009); us Mobile phones (september 2008); us portable Media Devices (December 2007); us online and Downloadable Video (october 2007); us Wireless living (July 2006); us Youth, Young Adults and the Wireless Market (october 2003); us Word of Mouth and Viral Marketing (April 2009); us social Dynamics of 18-24 Year-old Males (september 2009); us Attitudes and Behavior of Males 18-24 (March 2007). tech crunchies Media use statistics (April 2009). City-Data.com Population Profi le by City 2009.Advertising Age the AdAge price chart 2008, 2009. Education Portal college and university overviews by state 2010. E-How contributing articles of American lifestyles 2009. US Census Bureau state and county Quick Facts 2009. Wire-Spring Digital signage pricing report and statistics 2009. Scenic America locations of known Digital Billboards usA. Clear Channel Communications, Inc eyes-on Audience Measurement report 2008; outdoor Advertising rate report 2008. comScore, Inc internet Video Market industry ratings 2009. Nielson Report nsAc Data for 2009. Pew Research internet-mobile phones impact in American social networks novemeber 2009; internet impact on face-to-face contact with our closest social ties november 2009; college Enrollment Hits All-Time High Report October 2009; Teens and Generation Y fi nd entertainment and social networks online, article 2009; Latinos online: narrowing the gap 2006, 2008. Simmons Market Research Bureau 21-25 year olds Attitudes towards insurance 2006 data.

CHRISSTADLER,

AssistAntADVisor

DAVE KORANDA,

ADVisor

HAYLEYMAXWELL,ACCOUNTPLANNER

KALEIGHYOUNG,ArtDirector

ISAACVIEL,ArtDirector

YORK,

MAGGIEHARRIS,MeDiAplAnner

KALEIGHYOUNG,YOUNG,ArtDirector

ISAACVIEL,VIEL,ArtDirector

ALEXORR,

MeDiAplAnner

EMILY DOWN,DOWN,

creAtiVe DirectorYORK,

DOWN,DOWN,creAtiVe Director

CHRISSTADLER,STADLER,

AssistAntADVisor

YORK,

CHRISSTADLER,STADLER,

AssistAntADVisor

SCOONES,AccountplAnner

MICHELLEHAN,MeDiAplAnner

MICHELLE

ADVisor

EMILY

creAtiVe Director

MELISSAMEIER,AccountplAnner

EMILYKOTHE,KOTHE,

AccountMAnAger

Director

CARSON

Director

CARSON

MAnAger

CARSON

MAGGIEHARRIS,

plAnner

MeDiADirector

GEOFFSCOONES,AccountplAnner

KORANDA,KORANDA,

MeDiADirectorMeDiAMeDiA

GEOFFSCOONES,AccountplAnner

HAYLEYMAXWELL,ACCOUNTPLANNER