Presenatation on Advertising Campaign for State Farm Renter\'s Insurance

1. Brought to you by:
The Goonies Creation Studio, LLC

2. State Farm Renter’s Insurance

3. Top 3 Competitors’ Marketing
efforts better attract 18-24 yr
olds:
 Geico
**These marketing campaigns hold
◦ Humor and memorable mascots
target market’s interest giving
◦ Leader in new customer
acquisition/TOM awareness
their marketing efforts a competitive
 Progressive
advantage over State Farm’s.
◦ Mixed humor/serious ads emphasize
user-friendly website
 Allstate
◦ Real-life approach with dramatic car
accidents, etc

4. State Farm is the Leader in
 Customer service/satisfaction
 Customer retention (94.6%)
 Auto insurance policies
◦ It would take 4 Geicos to equal State
Farm’s auto market

5. Denver’s
Young •Leaving home
•Newly emancipated
Adults
•Renting
18-24
•Spend $ on partying, outdoor
Expensive sports, travel, entertainment
Lifestyles •Don’t like to spend $ on
necessities like insurance
Critical/ •Very cynical of advertising
•“Never home” lifestyles hard
Elusive to reach with typical media

6. Denver’s Age Demographics
43,742
58,612
18-24
25-44
117,439 45-64
190,200 65+
•Majority of Population makes less than $30,000/yr
•Median Income is $59,209

7. • All
but 1/3 of the population of 18-24 yr olds
spend the majority of their leisure time out and
away from home
18-24 yr old Psychographics
Cultural/Art
Events
32% 21%
Golf
21%
43% Physical
Fitness
Watch Sports
on TV

8. •State Farm’s customer base skews older
•Often seen as “Your father’s insurance company”
•Current customers are
18-24 year olds generally
•Educated
•Conservative
do not share these traits.
•Practical in making purchases
•Goal Oriented
•Concerned with Career and Family
•Look for reliability/trustworthiness

9. State Farm maintains an image of
 Classic tradition
 Old time one-on-one service
 Exceptional quality
 Not for the parsimonious
State Farm is positioned to appeal
to mostly Baby boomers and
senior citizens who don’t mind
paying more $ for better, more
reliable service.

10. State Farm Renter’s Insurance

11.  Campaign will reach elusive 18-
24 yr old market with OOH/non
traditional media
 High frequency of repeated
exposures to product
 Use simple “insurance moments”
to portray need
 Humorous content in ads, not
expected from “your father’s
insurance company”

12. State Farm Renter’s Insurance

13.  Create awareness for renter’s insurance since the
product, and its benefits, are unfamiliar to
students
 Inform potential customers that the product is
affordable, easy to obtain, and valuable in
solving real-life, everyday crises that the typical
18-24 year old encounters
 Re-position State Farm in the eyes of this
demographic by illustrating that the company’s
products aren’t just for their parents anymore.

14. State Farm Renter’s Insurance

15.  Out of Home Advertising
◦ Billboards
 Located along roadways
 Highly visible to vehicular traffic
• 2 placed in Denver Area
• Bus Wraps
• “Drives” message all over Denver
• Highly visible
• Placed in highly rented neighborhoods

16.  Out of Home Advertising Contd.
◦ Bathroom Ads
 Designed to reach broad audience that can
target male and female exclusively
 Cannot be walked by, clicked past, tuned out,
or turned off
◦ Theater
 Starts at beginning of feature film
 More likely to have increased interest in
advertised brands, have a better opinion of
the brands

17. ◦ Apartment Guide ◦ Partnership/
 Targets those looking Sponsorship
for a property to rent  Targets those looking
 Specific to Denver, for property to rent
Guides are free  Very cost-efficient
◦ Internet  Ability to hand out info
 Social networking sites and talk one-on-one
like Facebook and with customers
Myspace
 Viewers are targeted
demographically/
psychographically

18. State Farm’s Renter’s
Insurance

19.  Out of Home ads
◦ Tracked with DEC (daily estimated circulation)
◦ 45,000 people see at least one bus shelter daily
◦ 25,000 see one bench daily
 Internet
◦ Tracked with CPC (cost per click)
 Print Ads, Sponsorship
◦ More difficult to track
◦ Work with local agents to record increase in number
of Renter’s Insurance policies taken out by 18-24
year old demographic

24. Women’s Bathroom Ad
State Farm Renter’s Insurance covers your
belongings from fire, water, and any other
natural disasters.

25. Men’s Bathroom Ad

34. Grand Total =
$144,392