State_Farm_Campaign

It’s YOUR stuff…
Protect it.
State Farm Renter’s Insurance

4/24/2009
The Goonies Creation Studio, LLC

Alicia Allen
Katie Gale
Thomas Graindorge
Kelsey Highland
Travis Werbelow

Table of Contents
Executive Summary............................................................................ 3
Competitive Analysis .......................................................................... 4
Opportunity Analysis.......................................................................... 5
Target Market Analysis ...................................................................... 6
Customer Analysis .............................................................................. 7
Strategies ........................................................................................... 9
Objectives .......................................................................................... 9
Tactics .............................................................................................. 10
OOH (Out of Home Advertising) .............................................. 10
Print Advertising....................................................................... 12
Internet Advertising ................................................................. 12
Partnership/Sponsorship ......................................................... 13
Execution.......................................................................................... 16
Works Cited ...................................................................................... 24

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”It’s your stuff…protect it!”

Executive Summary workforce. The total population of this target market is
43,742; we will be aiming to gain the attention of this entire
This advertising and promotion plan has been specifically population.
designed for State Farm Insurance. This plan will feature an
analysis of what competitors, as well as State Farm, are doing The “It’s your stuff…Protect It” campaign was created to
to promote their company. It also includes our advertising target the younger generation in many different ways. First we
campaign which has been designed to fit the needs that State will use Out-of-Home advertising to grab their attention when
Farm needs filled. Over the past few years, the company has they are least expecting it. By doing this we can appeal to
been losing ground with its competitors over the younger them when they are out doing their everyday activities and
generation and they need… most worried about their belongings at home.

An overview of our plan includes: The campaign will also utilize sponsorship, print, and internet
advertising. These advertising mediums will help to reach the
Creating awareness of Renter’s Insurance in the 18- target market at the onset of renting process. State Farm’s
24 year old target market Renter’s Insurance will therefore be present at the same that
Increase the target market’s knowledge of State individuals are looking for property to rent or lease.
Farm, as well as change their view of the company After six months our advertising campaign will be successful in
Use unique forms of advertising to attain the raising awareness for the product as well as repositioning
State Farm to better accommodate the 18-24 year old
attention of our market such as sponsoring the
demographic.
Denver Housing Fair. This will also show the
general population that State Farm enjoys working
with everyone in the public, and not just a specific
age group

The market that is being targeted is 18-24 year olds in the
Denver-Metro area who are in college or just entering the
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Competitive Analysis campaign focuses on humor and the ease at which you can
use the Progressive.com website. 18-24 year olds prefer
When people are beginning to go out on their own one of the online interaction to traditional one-on-one contact with an
first things that they do is look for an insurance company. agent, to obtain quotes.
Whether it’s automobile, renters, or possibly home, they have
a definite need for insurance. The main problem that new Geico always uses humor and fictional mascots to
insurance customers come across is making a decision among promote its business, which give it the same appeal
the vast number of competing firms and their various offers. a sports team or favorite movie character might
Over the last decade, many newly emerging insurance have. It has also been the biggest spender in the
companies have joined the industry, making the decision even advertising category, spending approximately $500
more complex. The newer firms have taken more non- million in 2006 alone. These numbers explain
traditional paths with their positioning and marketing efforts, Geico’s achievement of being number one in Top-
gaining them some competitive advantages over firms older of-Mind Awareness polls. 91% of consumers noted
firms like State Farm. Specifically, newer firms use humorous that they have seen or heard at least one Geico ad in the past
and dramatic appeals in their marketing efforts, whereas State twelve months compared to 80% for State Farm (Frazier,
Farm’s marketing mostly uses its reputation and quality 2007). Their ads also insist consumers call to save “15% or
service. The unique advertising efforts of the new firms tend more on car insurance” which induces
to appeal to younger markets, including the Target Market of action on the customer’s part.
18-24 year olds. Following, are
Allstate’s campaign focuses on getting
the three main competitors’
potential customers’ attention using
marketing efforts and
dramatic car accidents and life altering
competitive advantages
events. These intense ads obtain viewer’s
summarized.
interest and compel them to feel they need insurance to
Progressive has used many protect them in such events.
different marketing approaches; however, their current
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Each of these competitors stresses the cost-saving benefit of attention through its use of advertising techniques they will be
their services over others. State Farm, however, does not able to create brand awareness as well as directly reaching the
generally rely on the cheap cost of their services to gain consumer on a more personal level. Information about State
customers. This gives competitors an advantage over State Farm and its Renter’s Insurance needs to be readily available
Farm, especially to the cost-conscious 18-24 demographic. and accessible to our target market.

Opportunity Analysis The main goal concerning this target market is attempting to
rejuvenate State Farm’s image in the minds of 18-24 year olds.
As with all insurance companies, State Farm offers many State Farm has a reputation of being an old and conservative
different services to consumers including auto, life, fire, home, company. We have the opportunity to reposition ourselves in
and renters insurance making them one of the most the minds of the younger market through the idea that State
recognized insurance companies in the United States (State Farm is inexpensive and easily attainable. The target market
Farm Insurance, 2008). The company has consistently stressed should be inundated with State Farm information making
that it is the leader in customer service and care by ensuring them realize that insurance is in fact important and a reality.
that it’s important to the State Farm family that their State Farm could benefit from a stronger relationship by
customer’s are taken care of and are treated equally. State placing an image of the company prior to the consumers being
Farm represents their brand as one that stands for superior ready to buy. This will create a strong carry over effect for
quality and care. State Farm. When the young adults are ready to look into
State Farm’s Renter’s Insurance is an untouched market with insurance, State Farm will immediately come to mind.
the opportunity of gaining quality customers who are just Our objective is to create awareness and to attract the
getting out on their own. As noted in the Civic Youth website, younger target market to State Farm’s Renter’s Insurance. It is
“After several years of decline, the population of young imperative that State Farm is viewed as a dependable and
people has begun to grow, and in the coming years will grow secure company as insurance is an essential purchase to
to rival the size of the baby boomer generation” (Lopez, 2002). young individuals who are out on their own.
Attracting this market is crucial and if State Farm can create

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While the competitors have continued to emphasize that they Farm’s renter insurance is expensive and show that State Farm
can save money, State Farm has remained the leader in can fill the need of our target.
retention of customers at 94.6% (Frazier, 2007).
Demographics
Target Market Analysis
The population of people ages 18-24 years old in Denver is
The target market that this campaign is going to focus on is 43,742 (Population Overview: Denver, 2005); the majority of this
young adults ages 18-24 who are going to college and/or are population makes less than $30,000 a year. The median
just entering the work force. Our target is someone who is just income for the total population in Denver Colorado is $59,209
beginning to be off on their own, one who leaves home for (“Denver, CO”).
college or work and invests in what they need for their new
Psychographics
place. This is when our target begins possessing their first high
value products: car, laptop, While our target market makes little money, most enjoy many
television, etc. They also leisure activities such as camping/hiking, skiing, wines,
want independence but recreational vehicles, bicycling, horseback riding, and foreign
can’t afford buying a house; travel. Most also own either an Apple or Macintosh PC. Forty-
therefore, they rent their three percent of people in Denver shop by mail or catalog,
first “independent place”. 20.5% attend cultural and art events, while 20.9% of the
Moreover our target, population is into golf, 43% works on physical fitness and
although limited in their exercise and 38.1% watch sports on TV (“Denver, CO”).
budget, lives an expensive lifestyle where they like to spend Obviously we need to focus our advertising on outdoor events
money on: partying, various outdoor sports, traveling, etc. Our and activities to get our target markets attention.
target has money, but needs to identify the necessary
Our target market is one that has been highly untapped by
expenses from the unneeded expenses. The problem is that
State Farm until now. Most of its competitors have been
State Farm is seen as expensive, classic, and as “your father’s
bombarding this market for some time using mostly humor to
insurance company”. We have to break the myth that State
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get their attention. Now is the perfect time to break into this The 18-24 year old demographic is very different than State
market for State Farm because with the downturn of the Farm’s current customer base. They do not generally share the
housing market, many people are turning to renting rather traits of baby boomers listed above. Younger individuals tend
than purchasing a house. Also, the retail market is high in to make less money and purchase practical products and
consumer products, many of which young adults purchase services based on cost. Further, younger consumers prefer to
when they first move out such as laptops, game consoles, and spend the majority of their funds on non-practical purchases
big screen televisions. such as entertainment. Spending more to obtain better
customer service is therefore usually not an option, nor is it a
Customer Analysis priority.
State Farm customers vary widely, however, they tend to
Positioning Analysis
skew older. It has the reputation as being more appropriate
for the older generations, such as the baby boomers. These State Farm is in its eighty-seventh year of operation, making it
individuals are generally well-educated and put a lot of the oldest and largest insurance agency amongst competitors.
thought into purchases. They are also concerned with their State Farm’s longevity has helped the firm to maintain an
careers and families making the vast majority of their image of classic tradition and exceptional quality. State Farm’s
purchases are practical ones, such as insurance services. image also conveys an idea of reliability. Consumer reviews
Having more responsibility, they look for reliability and mention “Solid company,” “big company, likely will be around
trustworthiness when doing business, making State Farm and a very long time,” “Financially sound, full-service insurer--
their reputation invaluable to this offering life, property, casualty insurance” (Epinions, 2009).
group. Lastly, State Farm’s customers The insurance company has positioned itself in the minds of
are known for being goal oriented and consumers to be reliable and trustworthy, “Like a good
conservative, yet willing to pay more for neighbor…”
better service and products.
Marketers at State Farm also emphasize traditional, one-on-
one customer service and custom-tailored policies. These ads

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are supposed to influence consumers to see a reliable, Caveman and the Gecko. Younger consumers better relate to
attentive, high quality company. the humor and simplicity Geico ads portray, over the more
serious State Farm ads. The comical view of Geico also lends
However, in the eyes of consumers, the firm’s image of
to make the company look less expensive. Less pristine
tradition and sophistication comes with a higher price.
quality, to consumers generally represents a lower price tag.
Especially for younger consumers, State Farm tends to be
viewed, and positioned, as an expensive insurance company. When looking at insurance products, there isn’t too much
This opinion can possibly be attributed to their parents’ having variance regarding the quality and price of insurance because
State Farm for insurance. It is a brand that has both “the curse it is such a regulated business. However, in retrieving quotes
and blessing of being known as your father’s insurance for renter’s insurance from each of the major insurance
company,” which obviously doesn’t resonate well with the companies (Allstate, State Farm, Farmers, Progressive, and
younger crowd (Frazier, 2007). However, the firm is trying to Geico), there were some major differences. Each website
better position itself in the minds of younger consumers with offers the chance for a free quote, however, some, like
marketing efforts like NowWhat.com. State Farm’s VP, Mark Progressive and Allstate, were much more difficult to work
Gibson comments on the ads, with than then others. The Progressive site would only allow
“attracting the younger target has been you to receive a quote if they were given permission to search
something people in our space have your credit score, while the Allstate website asked far too
been working on.” many questions and in the end wouldn’t give a quote without
directing you to an agent. Otherwise, the websites were, in
Major competitor Geico, seems to be a
general, fairly similar and easy to use.
lot better at attracting younger
customers. Marketers at Geico portray Obviously when receiving an insurance quote online there are
the company as being “easy to use,” many variables that are not accounted for, and the quote is
“fun,” and “entertaining” (Armbruster, 2007)Little known just an estimate. When looking at the quotes, we found very
before the late ‘nineties, the firm made a lasting impression similar numbers ranging from $125 per year, which was State
on America with the introduction of the Geico characters, the Farm, to $161.82 per year, which was Farmers. Each agency

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offers monthly payments and chances to add or reduce Strategies
insurance premiums, deductibles, and coverage. Geico offers
the most options regarding personal property coverage The ad campaign will reach the elusive 18-24 year old market
(jewelry, computers, etc...), and also offered the greatest utilizing non-traditional and Out of Home media. The ads will
range of coverage for each item; anywhere from $1000 to feature simple “insurance moments” that will strategically
$20000. portray the imminent need for Renter’s Insurance. Also, a high
frequency of repeated exposures to these media will provide
State Farm has currently been working to go after the younger brand awareness to the target individuals who are mostly
market, starting with the NowWhat.com campaign. As State unfamiliar with the product. Lastly, the ads will be humorous,
Farm’s VP Mark Gibson says regarding the ads that and feature content that the 18-24 year old demographic can
competitors are putting out, “attracting the younger target relate to and will be entertained by. This will ensure the
has been something people in our space have been working product piques the target market’s interests and holds its
on” (Frazier, State Farm looks to update Image, 2007). The attention long enough to become a consideration.
younger market is a huge asset and it’s important that State
Farm begins aiming their advertisements at them because Objectives
they are still researching and learning about the insurance
One of our objectives is to strategically reach 18-34 year olds
world and it would be great to get them hooked when they’re
and target college students renting in the Denver Metro area.
younger and hopefully retain them as they begin to insure
The ad campaign will run from August through October and
more in the future. The 18-30 age group is the perfect market
April through June, around the time when students will be
for State Farm to go after because they are virtually untapped.
looking to rent.
They are just getting out on their own and are in a need for
coverage for the first time in their lives. By getting their The overall objective for the ads will be to:
attention right away the company puts itself in a position to
keep their policies for years to come. Create awareness for renter’s insurance since the
product, and its benefits, are relatively unfamiliar
to students.

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We also aim to inform potential customers that Tactics
the product is affordable, easy to obtain, and most
importantly, valuable in solving real-life, everyday OOH (Out of Home Advertising)
crises that the typical 18-24 year old encounters. Out-of-Home reaches a young affluent audience that spends a
We will also begin to re-position State Farm in the lot of time out and relaxing with friends. OOH ads will help
eyes of this demographic by illustrating that the keep Renter’s Insurance fresh in consumers’ minds by creating
company’s products aren’t just for their parents a buzz on the streets at just the right time and place. OOH also
anymore. allows State Farm to target renters when they are away from
home and most likely to be thinking about the security of their
Reminding this age group they are no longer protected by belongings.
their parent’s insurance will reinforce the importance of State
Farm’s products, specifically renter’s insurance. The campaign OOH advertising is very effective and remarkably efficient
will also be far less serious than most of State Farm’s compared to typical TV and Print media. With OOH
advertising, featuring humorous content that the target advertising, State Farm can reach 75-90% of the market with a
demographic can relate to. $200-$500,000 budget. The same reach with TV and print
media campaigns would cost an estimated $3 million (CBS,
The campaign will also feature verbiage that shows obtaining 2005).
quotes can be done very easily online, with very little
information needed from the applicant. We will compare the Billboard
ease of obtaining State Farm’s online quotes with the difficulty
Billboards are located along secondary and
encountered with obtaining quotes from competitor’s
primary roadways in urban areas. They are
websites.
highly visible to vehicular traffic and make a
dramatic impact to local audiences.

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2 will be placed in the Denver Metro area to and will provide much-needed distraction for
target highly rented neighborhoods and will busy/bored commuters.
feature “Its your stuff…protect it.”
20 total ads will deliver a mass exposure of
Bus approximately 25% of the Denver metro
population.
Specialty Bus ads will “drive” our message all
over the Denver Metro area. They present a Bathroom
highly visible medium that is easily seen on all
Bathroom ads are designed to reach a broad
sides of the platform by pedestrian and
audience that can target male and female
vehicular traffic alike.
consumers exclusively. They reach an elusively
2 Buses will feature “Your stuff is worth more active market that cannot be reached with
than you think” on side panels along with traditional in-house advertising.
graphic extensions in each window of Ipods,
33 of these ads will be strategically displayed in
Laptops, Flat screen televisions, etc and their
restrooms and common areas of popular
coordinating values.
venues and cannot be walked by, clicked past,
Bus Shelter tuned out, or turned off. Women’s ads will
feature female specific content like expensive
Bus Shelters follow bus routes along major city
shoes and men’s ads will feature male specific
thoroughfares and follow residential
content like flat screen televisions.
neighborhoods.
Theater
Ads will be placed in the Denver Metro area in
neighborhoods that are highly rented. They will Theater or Cinema advertising starts at the
feature humorous content that is entertaining feature film’s published show time in a lights-
down environment ensuring State Farm’s
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Renter’s Insurance is seen by an attentive A full page ad will be placed in the Denver
audience. Moviegoers, who see Cinema ads, Apartment Guide every month for six months.
are more likely to exhibit increased interest in
Internet Advertising
the advertised brands, have a better opinion of
the brands and talk to others about a point Facebook
brought out in the ad, than other types of
media. Facebook.com is a popular social networking
site that is used by a very large population all
A 30 second “Cinema Spot” will be seen by 10- around the United States. Ad space has been
100 movie-goers, 5-6 showings a day, 7 days a purchased and will appear on the right hand
week. side of the webpage.
Print Advertising These ads will be viewed by our exact audience,
Apartment Guides which we will be targeting demographically by
location and age as well as targeting students
Apartment Guides are designed to reach our specifically attending colleges in the Denver
target audience who resides in residential area.
communities that are looking for apartment
rental units. It is supported by apartment Our campaign tagline, “It’s Your Stuff….Protect
renters as well as businesses offering their It,” will be placed at the top of the page as a
services to renters such as State Farm. way to catch our target markets attention. This
is a great advertising tool because our target
They are strategically focused on Denver to market is constantly logged onto this
reach our specific target market. These guides networking site, which allows the ad to be
are published monthly and are free of charge to continuously viewed.
renters.

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Once the individual clicks on our End Date 6/30/2009 91 Consecutive days
advertisement; they will be directed to State
Partnership/Sponsorship
Farm’s Renter’s Insurance page where they can
receive more information about Renter’s Housing Fairs
Insurance and receive a free quote.
Held once a year, the Denver Housing Fair kicks
Total cost will be divided between CPM (Cost per Impression) off Affordable Housing Week. This fair features
and CPC (Cost per Click). CPM is used to create an awareness a variety of affordable housing and rental
of Renter’s Insurance and the cost is based on a thousand options available throughout the city and
impressions. CPC is used to drive our audience towards the county of Denver, as well as various housing
Renter’s Insurance page to receive a quote and is more services such as State Farm’s Renter’s
effective in terms of receiving a response. We will divide these Insurance.
costs because we feel that these are the most efficient way to
target our market. The amount of ad time that will be received Metropolitan University, University of
is based on clicks and daily postage charges. This is a relatively Colorado-Denver, and Community College of
inexpensive, but effective way of reaching our target market Denver hold a combined housing fair that is
based on our budget. available to all students from all three
campuses. They hold two annual housing fairs
Ads are projected to run as follows: one available in the spring known as the Spring
Fling and one in the fall known as the Fall Fest.
Run Time
All three campuses have students looking for
Start Date 8/1/2009 rental units since on-campus housing isn’t
available to them and will be more interested in
End Date 10/31/2009 92 Consecutive days
receiving knowledge about living on their own.
Start Date 4/1/2009

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State Farm will sponsor both of these fairs and Our first objective, creating awareness of renter’s insurance,
hold an informational booth with local agents. will be accomplished by Out of Home advertisements as well
Renter’s Insurance brochures will be provided as the internet advertisements. These can be tracked by the
to help educate potential clients about the amounts of clicks and impressions through the website. Also,
service and its benefits. based on daily estimated circulation (DEC), on average, 45,000
people see at least one bus shelter daily and 25,000 see one
To create brand awareness State Farm will also bench daily (Singletary, 2009).
have giveaways such as pens, notepads, and
magnets. These forms of giveaways are used Our other objectives are a little more difficult to measure.
since they will remain a reminder to these However, we believe that by using various methods of
individuals about State Farm’s Renter’s advertising, we will be able to increase awareness among our
Insurance as they look for housing units. entire audience and its services. Also, the humor that is
incorporated in the ads will help position the company as
By sponsoring the housing fair, as well as purchasing a booth more modern and one that they would be interested in buying
for the Spring Fling and Fall Fest, State Farm will be able to get Renter’s Insurance from. Our plan is to work with local agents
its name out in the open as a major provider in Renter’s to keep track of the increase in Renter’s Insurance policies
Insurance. Also, we will be able to attract new customers and bought by 18-24 year olds during our campaign. We will also
show them that State Farm is a reliable and affordable record the number of quotes that are requested through the
company for all ages. State Farm website during this time. We will evaluate these
numbers after each segment of the campaign to see what
Evaluation
forms of advertisements were effective and what needs to be
The following evaluation methods will be used to measure the modified.
success of our campaign:

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Media Cost Time Period/Amount Total
Billboard $4,300.00 2 Billboards Every 4 weeks for 6 months $51,600.00 Interview with Rob Hoobler
Bus $2500+$800/Month 6 Months for 6 buses $34,200.00 Interview with Dan Starzy
Bus Shelter $400.00 20 Shelters Every 4 weeks for 6 Months $24,000.00 Interview with Rob Hoobler
Bathroom $450.00 For 33 Locations, for 6 months $2,700.00 Interview with Donna
Theater $700+$584/Week 30 Second Spot for 28 Weeks $16,352.00 Interview with Colleen Gormley
Apartment Guide $1,195.00 A month for 6 months $7,170.00 http://www.apartmentguide.com/advertise/
Denver Housing Fair FREE FREE $0.00
College Fairs $100/Day 2 Days/2 Fairs a year $400.00 Interview with Dave Sutton
Pens $0.24 1500 Pens $360.00 pensrus.com
Paper Pads $0.81 1500 Paper Pads $1,215.00 vistaprint.com
Magnets $0.93 1500 Magnets $1,395.00 vistaprint.com
Facebook Ads 183 days $5,000 Facebook.com

Total: $144,392.00

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Execution
Billboard Advertisements

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Bus Advertisements

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Bus Shelter Advertisements

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Theater commercial

Story Board:

Principal character of the commercial, he is the tenant of the
house and he is completely drunk.

Music, people partying in the background.

Music comes from the house and we can see people partying
through the windows.

Page 20


Someone is calling the tenant. Slow reaction from the tenant.
Tenant: Ok take care but I am nooooooot drunk! I am just
trying to beat a Polish world record!

A guy hiding something under his jacket is walking to the door.

Guy: Sorry but we have to go. It was a fun party, thanks.
Girl: I have never seen you drunk like that before.

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Tenant is staring at the thief. The thief is getting very nervous

Pointing his finger to the thing that the guy is hiding.
Tenant: Hey! WHAT IS THAT?!

Tenant: WOAAAAWWW! Awesome laptop!
Taking off a laptop from his jacket
Guy (nervous): It is..it is just my laptop man, you see..?

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Tenant: Awesooome Ipod!
The thief is doing a thumbs up, looking behind him
Nice TV!
Tenant: Really awesooome laptop!

Friends of the thief are smiling at him and are looking at the Tenant : Awesooome couch !
stuff around. Cool dog, it seems that he likes me!

Page 23


Works Cited Frazier, M. (2007, July 9). Geico's $500M outlay pays off; CASE
(2009). Retrieved April 8, 2009, from Pens R Us: pensrus.com STUDY: Insurer leads the category in pulling in new customers.
(2009). Retrieved April 8, 2009, from Vista Print: vistaprint.com Advertising Age .

Armbruster, A. (2007, March 12). Geico Takes Varied Roads to Frazier, M. (2007). State Farm looks to update Image. Advertising
Customers; Trio of TV Ad Campaigns Succeeds in Wooing Different Age .
Target Audience. Television Week .
Gormley, C. (2009). Marketing Representative. (K. Gale, Interviewer)
Apartment Guide. (2009). Advertise with us. Retrieved March 30,
2009, from Apartment Guide: Hoobler, B. (2009, April 8). Marketing Representative. (K. Gale,
http://www.apartmentguide.com/advertise/ Interviewer)

CBS. (2005). Beyond Body & Car Counts: A study of the impact of Lopez, M. H. (2002, October). CIRCLE: The Center for Information &
Billboard Advertising. Retrieved March 31, 2009, from CBS Outdoor: Research on Civic Learning & Engagement. Retrieved April 17, 2009,
www.cbsoutdoor.com from Youth Demographics:
http://www.civicyouth.org/PopUps/FactSheets/FS_Youth_Demogra
“Denver, CO.” Chart. Standard Rate and Data Service. 2008. phics.PDF
The Lifestyle Market Analyst. Des Plaines: SRDS, 2008. 214-
Population Overview: Denver. (2005). Retrieved April 5, 2009, from
215.
Denver Population Overview: http://www.epodunk.com/cgi-
Donna. (2009, April 5). Marketing Representative. (K. Gale, bin/popInfo.php?locIndex=9430
Interviewer) Singletary, S. (2009, April 15). Account Executive. (A. Allen,
Epinions. (2009). State Farm Group. Retrieved February 28, 2009, Interviewer)
from http://www99.epinions.com/reviews/finc-Insurance-All- Starzy, D. (2009, April 13). Marketing Representative. (K. Gale,
State_Farm_Group_-_Auto Interviewer)
Facebook. (2009). Facebook Advertising. Retrieved April 1, 2009, State Farm Insurance. (2008). State Farm Insurance. Retrieved April
from Facebook: http://www.facebook.com/advertising/?src=pf 5, 2009, from http://www.statefarm.com/

Page 24


Sutton, Dave. (2009, April 17). Residents Life Administrator. (K.
Highland, Interviewer)

Ware, T. (2009, April 14). Director of Business and Housing Services.
(K. Gale, Interviewer)

Page 25


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