1. Ball State University // 2010

2. 1
Table of Contents
Research
Matt Stinnett // Co-Director
Noah Glick // Co- Director
Nicole Rehling // Assistant Director
Megan Harvey // Creative Research
Sarah Nix
Meredith Platt
Jessica Sharp
Research
Matt Stinnett // Co-Director
Noah Glick // Co- Director
Nicole Rehling // Assistant Director
Megan Harvey // Creative Research
Sarah Nix
Meredith Platt
Jessica Sharp
Marke Media
With one notebook and just enough Riesling to get by, Alfons Von Marke made his
way to America in hopes of finding opportunity. One century later, Marke and his little
notebook formed the industry’s leading brand development agency- Marke Media.
Notebooks still in hand, the team at Marke Media uses innovation and insight to
transform good brands into remarkeable ones. As a full-service agency, Marke Media
goes to great lengths to find the best creative and media solutions for our clients.
Some agencies look to big pencils for their big ideas. We have found
that a simple combination of markers, notebooks and our trusted
Riesling make for better and long-lasting communications
So ask yourself, what are you doing to make your marke?
Contact Planning
Natalie Bruce // Director
Kaylee Keopke // Assistant Director
Jessika Knight
Monik Barbosa
Brooke Bushong
Sarah Mendenhall
Contact Planning
Natalie Bruce // Director
Kaylee Keopke // Assistant Director
Jessika Knight
Monik Barbosa
Brooke Bushong
Sarah Mendenhall
Production
Luke Chase // Director
Noel Kunz // Assitant Director
Tiffany Templeton
Karolyn Julès
Chelsea Mandello
Production
Luke Chase // Director
Noel Kunz // Assitant Director
Tiffany Templeton
Karolyn Julès
Chelsea Mandello
Executive Summary..................................................2
Situation Analysis.......................................................3
Problems and Opportunities.................................10
Creative Strategy....................................................11
Creative Executions................................................13
Media.......................................................................19
Contact Planning...................................................28
Recommendations & Evlauation..........................32
Campaign Budget.................................................32
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3. 2
Executive Summary
Executive Summary
As the leading property and casualty insurer in the
United States, State Farm has become one of the
nation’s most trusted brands. Despite State Farm’s
quality coverage, many perceive the brand to be
dated. This, coupled with competitive threats from
other top insurers within the young adult market,
has put State Farm’s future in jeopardy. Marke
Media will effectively utilize the $40 million budget
by using a variety of components such as direct-
to-consumer advertising, non-traditional media and
contact planning to grow State Farm’s auto and
renters policies within the young adult market.
With the goal in mind, Marke Media went to work
to find a solution for State Farm. After months of
primary and secondary research, the solution
became clear. The target shared that insurance
is not a top of mind concern. Most prefer an
insurance company that serves as a guide without
hindering independence and thought favorably of
insurers that educate, provide personal service,
extensive customization and agent access.
Through these core insights, Marke concluded
that State Farm must simply convey its ability
to “help” members of the target through the
personal guidance of a State Farm agent.
Enter the State Farm Helps Campaign. Driven
by simple, straightforward messages, the
campaign will recount misadventures familiar to
the target and present a call to action driven by
the guidance of a State Farm agent. State Farm
may never be the cheapest insurance provider,
but the brand’s personal service, knowledge and
the target’s independence will help the target
see the value of being a State Farm customer.
Marke Media will apply the State Farm Helps
campaign to a variety of traditional and non-
traditional media and contact planning executions.
These placements will ensure consistency, while
promotions will solidify State Farm’s position as
forward thinking. Marke Media’s new Valuable
Targeting System was used to determine the
DMAs that were most relevant to the campaign
and its promotions. By cross referencing the target
population in a given city against its number of
minorities and other demographic variables,
the brand will reach those most likely to relate
and act upon the campaign’s message.
State Farm, despite increasing competition from
other insurers, has a valuable opportunity to reach
the young adult market. Through in-depth market
analysis, primary research and positive feedback
in concept testing, Marke Media has developed
an effective campaign capitalizing on the brand’s
personability and experience and the target’s
independence. This positioning reinforced by
specific media and contact planning events will help
the target see all the ways State Farm can help.
Creative
Amy Heline // Director
Tommy Avital
Andrew Cartwright
Chelsea Mandello
Eric Sporinsky
Tiffany Templeton
Aaron Kelly
Maris Schiess
Liz Austin
Kristen Thornberry
Nolan Marker
Britney Riggs
Creative
Amy Heline // Director
Tommy Avital
Andrew Cartwright
Chelsea Mandello
Eric Sporinsky
Tiffany Templeton
Aaron Kelly
Maris Schiess
Liz Austin
Kristen Thornberry
Nolan Marker
Britney Riggs
Media
Amanda Clark // Director
Daniel Schulz // Assistant Director
Chelsi Pryor
Jacob Taylor
Jessika Knight
Caitlin Walbert
Amanda Takacs
Media
Amanda Clark // Director
Daniel Schulz // Assistant Director
Chelsi Pryor
Jacob Taylor
Jessika Knight
Caitlin Walbert
Amanda Takacs
Officers
Zack Grimes // President
Brandon Stephens // Vice President
Daniel Schulz // Treasurer
Janet Ford // Secretary
Officers
Zack Grimes // President
Brandon Stephens // Vice President
Daniel Schulz // Treasurer
Janet Ford // Secretary

4. 3
Category and Brand History:
Company Background:
George J. Mecherle founded the State Farm Insurance Company
in 1922. State Farm is a privately held company serving customers
rather than stockholders. State Farm was founded on the principles
of being a good neighbor, “...someone to be trusted. A courteous,
friendly source of help when help is needed; someone you can
count on, someone who cares.” State Farm operates using an agent-
based model and insures one in every four cars on the road—more
than any other automobile insurer. Agents are the strength and
foundation of State Farm’s business model. This force of thousands
provides customers with a wide array of services to manage
today, prepare for tomorrow and recover from the unexpected.
Historical Sales and Market Share:
State Farm is the leading provider of private passenger auto insurance
claiming 18.3% of the total market. In addition to its prominence in auto
insurance, State Farm is also the leading insurance company across
all categories, holding 10.1% of the total insurance market. With over
17,000 agents and 67,000 employees nationwide, State Farm services
approximately 77 million policies across the U.S. and Canada.
Key Competitors:
State Farm’s key competitors in the young adult market include
Allstate, Progressive, GEICO and Nationwide. These competitors are
gaining market share, especially within the young adult market.
Situation Analysis
Timeline
1922 – State Farm opens its doors.
1942 – State Farm becomes the largest auto
insurance provider in the United States.
1955 – State Farm begins offering homeowners insurance.
1962 – State Farm introduces the nation’s first Good Student.
Discount helping young people get better insurance rates.
1965 – State Farm introduces health insurance into its product line.
1971 – Barry Manilow composes the beloved State Farm
jingle, “Like a Good Neighbor State Farm is there.”
1985 – Ed Rust Jr. is elected President and CEO of State Farm.
1995 – State Farm joins the internet revolution
by launching statefarm.com.
2007 – State Farm named one of the 40 Best Companies
for Diversity by Black Enterprise Magazine.
Timeline
1922 – State Farm opens its doors.
1942 – State Farm becomes the largest auto
insurance provider in the United States.
1955 – State Farm begins offering homeowners insurance.
1962 – State Farm introduces the nation’s first Good Student.
Discount helping young people get better insurance rates.
1965 – State Farm introduces health insurance into its product line.
1971 – Barry Manilow composes the beloved State Farm
jingle, “Like a Good Neighbor State Farm is there.”
1985 – Ed Rust Jr. is elected President and CEO of State Farm.
1995 – State Farm joins the internet revolution
by launching statefarm.com.
2007 – State Farm named one of the 40 Best Companies
for Diversity by Black Enterprise Magazine.
Market Share
State Farm 18.3%
Allstate 10.8%
GEICO 7.6%
Progressive 7.1%
Zurich 5.4%
Nationwide 4.6%
Liberty Mutual 4.4%
Market Share
State Farm 18.3%
Allstate 10.8%
GEICO 7.6%
Progressive 7.1%
Zurich 5.4%
Nationwide 4.6%
Liberty Mutual 4.4%

5. 4
Since it’s founding,
Nationwide has
continued to expand
across the country.
Nationwide became
publicly traded in 1997
and has since opened
the Nationwide Bank.
Nationwide’s “On Your Side” campaign, complete
with jingle, has become nationally recognized and
enjoyed. Lately Nationwide has used ads that have a
personal feel, focusing on a single person. The ads
give a sense of the understanding and caring many
people are looking for from their insurance provider.
Young adults surveyed revealed that they
did not respond well to emotional appeals in
advertising. These consumers also viewed
Nationwide as the weakest brand, feeling that
they offered the worst products/service.
Past Promotion Themes and Budgets:
2001“Spike Lee” Award winning film director
Spike Lee created this T.V. and print
campaign targeting the African-
American market using Black media.
2002“We Live Where You Live” campaign
emphasized the company’s
vast presence throughout the
United States and Canada. It
also showed consumers State
Farm presence on the Internet.
2006“Now What?” Initiated by a young adult
task force, this campaign featured
intriguing and thought-provoking
situations. Carried out through a
series of unbranded television, print,
digital and out of home executions,
these advertisements put the target
in a position to make a decision.
2008“Intersections” This campaign allowed
State Farm to emphasize how their
products and services could help
consumers no matter what life
“intersections” they approach.
2009“Maria” This multicultural campaign
primarily targeted the Hispanic
market within Texas using bilingual
copy. Maria served as a Hispanic
spokesperson, giving the audience a
face they could better identify with.
Past Promotion Themes and Budgets:
2001“Spike Lee” Award winning film director
Spike Lee created this T.V. and print
campaign targeting the African-
American market using Black media.
2002“We Live Where You Live” campaign
emphasized the company’s
vast presence throughout the
United States and Canada. It
also showed consumers State
Farm presence on the Internet.
2006“Now What?” Initiated by a young adult
task force, this campaign featured
intriguing and thought-provoking
situations. Carried out through a
series of unbranded television, print,
digital and out of home executions,
these advertisements put the target
in a position to make a decision.
2008“Intersections” This campaign allowed
State Farm to emphasize how their
products and services could help
consumers no matter what life
“intersections” they approach.
2009“Maria” This multicultural campaign
primarily targeted the Hispanic
market within Texas using bilingual
copy. Maria served as a Hispanic
spokesperson, giving the audience a
face they could better identify with.
Allstate is the country’s
largest publicly traded
insurance provider.
Allstate also utilizes
an agent-based
insurance model
similar to State Farm.
Allstate’s tagline, “You’re in Good Hands with
Allstate” has become a nationally recognized phrase
that is synonymous with security. Marke Media
found that young adults responded well to this
campaign and its spokesperson Dennis Haysbert.
The success of the “Good Hands” campaign has
helped make Allstate the second leading provider of
personal property and casualty insurance. Allstate
is just behind State Farm with 10.8% in market
share and is gaining favor among young adults.
While young adults
generally think of GEICO
as an inexpensive
auto insurer, research
shows they don’t trust
or respect the company.
GEICO has overused
humor in its advertising; consequently, many
young adults are not ready to invest in a
company that doesn’t take itself seriously.
GEICO offers a wide range of products and
gives customers the ability to meet most of their
insurance needs online, an attractive option for
the target. Research shows the target prefers
the personability of working with agents.
Progressive Mutual
Insurance Company
was founded in 1937
and began offering
personal property and
casualty insurance
in 1958. Progressive
Corporation became
a publicly traded company in 1971. In 2009,
Keynote Systems named Progressive’s Web site
the number one auto insurance site of the year.
Progressive uses a combination of humor, online
access and low price point to attract young adults.
Spokesperson Flo has become a familiar face to
millions of Americans due to her bubbly personality
and likeable disposition. Primary research shows
Progressive was the second leading provider of
auto insurance among 18-25 year-olds. Young
adults saw Progressive as the least expensive
major insurance provider. This is a serious
concern as the target sees price as the most
important factor for purchasing car insurance.

6. 5
Situation Analysis
Brand Evaluation:
State Farm establishes a meaningful relationship
with customers over time. State Farm agents
and their customers are neighbors, friends
and family. These connections have made
State Farm the number one insurance
provider in the country. The strength of the
brand is the State Farm agency force. With
over 17,000 dedicated agents across the
country, potential customers can find the
support they need anywhere they go.
Brand Awareness:
The current perception of young adults
is that State Farm is a company for older,
more established generations. Through
this campaign, the State Farm brand
will be rejuvenated into a contemporary,
approachable brand that helps guide
consumers through the little mishaps of life.
Consumer Perceptions and Atti-
tudes:
Young adults see State Farm as an expensive
brand for their parents’ generation. State
Farm is often seen as old and outdated, but
ultimately a quality brand. State Farm’s priorities
of quality service and strong relationships are
not in line with the needs of young adults.
The target’s attitude toward insurance revolves
around value. Members are looking for the
cheapest car insurance option and often don’t
think about the future enough to worry about
building a relationship with an insurance agent.
User Satisfaction:
State Farm excels in customer satisfaction,
ranking first among major property and
casualty insurance alongside competitor
GEICO, according to the American Customer
Satisfaction Index. J.D. Power’s ranked State
Farm “Among the Best” insurance companies.
State Farm was also“Better than Most” in
overall satisfaction, billing and payments and
policy offerings. State Farm was able to match
or beat competitors Allstate and Progressive
in the terms of customer price satisfaction.
Brand Importance and Uniqueness:
State Farm agents and employees take their
role as “good neighbors” very seriously.
Each agent is available in times of need,
providing support and assuring sure
consumer promises are fulfilled. State Farm
commits itself to offering the best possible
service to customers. By emphasizing strong
bonds between agent and client, State
Farm has built a long history of success.
Distribution:
State Farm Insurance Group consists of:
• State Farm Mutual Automobile Insurance
Company
• State Farm Life Insurance Company
• State Farm Fire and Casualty Company
• State Farm Bank.
• State Farm is available in most states and
parts of Canada.
Political and Legal Factors:
Minimum coverage, liability and casualty insurance
laws concerning car insurance vary from state
to state. Most states require motorists to carry
insurance that would protect the victim of an auto
accident from financial loss. Virginia residents are
required by law to pay the state $500 annually if
they choose not to carry liability insurance on their
vehicles. New Hampshire motorists however, are
not required to carry any liability insurance at all.
Penalties for violating insurance laws are severe,
ranging from fines, license suspension or even jail
time. Amidst a time of national turmoil concerning
the economy and the insurance industry, State
Farm has managed to remain strong.

7. 6
Major Trends:
For the past several years, the auto insurance
industry has implemented numerous tactics to win
business from young adults. Some companies
have tried using scare tactics to force drivers into
choosing a particular insurer. Other companies
have decided to offer minimum coverage
at reduced rates to draw young adults.
As the world moves forward and technology
advances, so has State Farm. The nation’s top
insurer now offers a significant online presence
to complement physical branches. Consumers
can now go to the Web and find the agent closest
to them simply by entering a Zip code via “Find
your Agent” feature. Many agents also maintain
their own sites and use smart phones to stay
connected 24 hours a day. State Farm has even
developed an iPhone app, “The Pocket Agent,” to
assist customers when the unexpected strikes.
With more than 33% of the target identifying
themselves as a minority, State Farm has made
it possible for consumers to search for agents
based on language and geographic location.
In fact, Hispanic consumers have the ability
to view State Farm’s entire Web site as well as
new material targeted to this demographic.
State Farm
believes that “A
good neighbor
is a green
neighbor.”
In 2002, the
company began
measuring its
environmental
impact and by 2008 reduced their emissions
by 46%. As a result of these efforts,
State Farm built the third largest non-
governmental alternative-fuel vehicle fleet.
Target Market Prospects (Generation Y):
Independent 18-25 year-olds. Independent includes
those who paying for 50% or more of one’s living
expenses. Special attention is given to Hispanic and
other minority markets within the primary market
to grow support among an expanding segment.
Demographics:
The digital age has made these consumers
expect immediate gratification. They demand an
extremely high level of efficiency and accessibility
from anything they invest time or money into.
Currently, 60% of independent young adults
are college students. While this is a large
portion of the target audience, it is important to
remember there are 13.2 million young adults
not currently pursuing a college degree. Within
this generation, one in three people consider
themselves to be a minority. All marketing efforts
must respect this fact in order to be successful.
Today, young adults head 3.3 million households
and almost a third of all households include an
18-25 year-old resident. While many 18-21 year-
olds are still receiving support from parents, most
start careers by the age of 22. The differences
between a member of the target at age 18 and
age 25 are significant and should not be ignored.
Psychographics:
This generation has seen times of great prosperity
and only recently has been subjected to economic
downturn. Because of their lack of experience with
economic recession, the target places little value
on saving money for the future. They are impulsive
spenders. Because of this generation’s desire for
finer things and immediate gratification, products
for their future, like insurance, are not a priority.
The target is constantly connected to electronic
devices and social media. They remain
connected to peers and communicate at a
rate much faster than previous generations.
Studies show that the target enjoys a humorous
and straightforward approach to advertising.
The target is educated, discounts puffery
ad tactics and tends to respond favorably
to direct and honest forms of marketing.

8. 7
Situation Analysis
Non Traditional Student
Amy is a 24-year-old non-traditional college student
who is currently halfway through her courses. She
has been working full-time since she graduated high
school in order to pay for college. Amy feels busier
and busier every day, but is excited about what the
future holds for her. She uses her Smart phone to
stay connected with loved ones even though her
life is hectic. No longer covered under her parents’
policy, Amy is looking to get her own insurance plan.
The Young Couple
Eric is 22 years old and his fiancé Cara is 23. They
live together in a one-bedroom apartment. Eric
is training to become a retail store manager and
Cara is a substitute teacher. Cara has just earned
her teaching degree and Eric is completing an
Associates Degree. The young couple is looking
for any way to save money for their wedding
and pay off student loans. Even though they are
trying to save money, the couple pays for a DVR
service to avoid annoying advertisements.
Transitioning to College
Karmen is an 18-year-old living at home with
her parents. Karmen is about to graduate high
school and begin college classes in the fall.
Her parents have decided to give her some
independence by letting her have her own place
close to campus. Once classes start, Karmen’s
parents will pay for school fees but she will be
responsible for paying rent and living expenses.
Karmen is excited to start this new stage of her
life but hopes to keep some traditions alive. She
plans on inviting her friends over to watch TV
together at least once a week to keep in touch.
Graduating
James is a 21-year-old senior in college. Working
a part-time job in addition to attending classes,
James has become very price sensitive. Worried
about accumulating debt, he budgets his money
monthly in order to keep expenses low. Due to his
busy schedule, James has news reports delivered to
him via text message and e-mail on his Blackberry.
Brand Capsules

9. 8
Target Breakdown:
Students
This group is comprised of individuals enrolled
in high school or pursuing postsecondary
education. Roughly 60% of independent
young adults are attending college while 56%
additionally pursing full-time employment.
Balancing the demands of school and work,
many members are drawn to companies that
offer conveniences to accommodate their hectic
schedules. As a result, ease of accessibility is
crucial for their choice in insurance providers.
WORKING INDEPENDENTS
Young adults make up a large portion of the
workforce at all levels and lead 11 million
households throughout the United States.
With strict budget constraints, price sensitivity
is a predominant trait among members of this
segment. Emphasizing the importance of coverage
is essential to gain the attention of this target.
LEGACY YOUNG ADULTS
Those whose parents are already
State Farm policyholders are classified
as “Legacy” Young Adults.
This particular segment shows a preference
toward State Farm due to the pre-existing
familiarity they have with the reliable and
trustworthy service State Farm provides.
Not exempt from potential interest in other
insurance companies, this target is looking
for reassurance that State Farm is the right
company for their own individual lifestyle.
Product (service) usage:
Automobile insurance is a requirement for most
drivers throughout the U.S. and is regulated
at the state level with each state enforcing its
own policies. All states have laws regarding
the minimum amount of liability coverage
that is required to drive legally, though it is
considered wise to carry additional coverage.
While automobile insurance is often a requirement
by law, renters insurance is not. Because no one
is required to carry a renters insurance policy,
it is important to emphasize the benefits and
protection that renters insurance provides.
The value of bundling auto and renters
insurance is significant. The target will be
much more responsive to renters insurance
if they understand just a few dollars a month
could mean thousands more in coverage.
Lifestyle:
In this increasingly competitive world the target is
encouraged to move faster and go further every
single day. They move through the world at an
incredible speed and are becoming increasingly
resistant to advertising. Due to their resistance,
messages must be tailored to finely segmented
audiences to reach maximum retention.
The target is :
Skeptical, spontaneous, independent, educated,
outspoken, social, connected, digital
Geographic:
This will be a nationally distributed campaign with
heavy-up in specially designated areas that house
a large college or university system and a high
number of 18-25 year-olds in general. Areas with
majority or significant minority Hispanic and African-
American populations will receive greater priority.
States like New York, Texas, California, Michigan
and Florida will receive special attention because of
their major metropolitan cities and large universities.
DMAs
1. Los Angeles, CA
2. New York City, NY
3. Miami-Fort Lauderdale, FL
4. Chicago, IL
5. Houston, TX
6. Atlanta, GA
7. Washington DC
8. Dallas-Ft. Worth, TX
9. Philadelphia, PA
10. Sacramento-Stockton, CA
11. Detroit, MI
12. Raleigh-Durham, NC
13. Las Vegas, NV
14. Phoenix, AZ
15. Austin, TX
16. San Francisco-Oakland-San Jose, CA
17. San Antonio, TX
18. Orlando-Daytona Beach, FL
19. Alburquerque-Santa Fe, NM
20. Memphis, TN
21. Columbia, SC
22. Baton Rouge, LA
23. Cleveland, OH
24. Denver, CO
25. Indianapolis, IN

10. 9
Situation Analysis
Primary Research
Survey:
In order to gain a greater understanding of how
members of the target feel about State Farm, other
insurance providers and the industry as a whole,
Marke Media launched an online survey. Marke
Media was able to survey 600 target members from
17 different states. Some useful findings included:
50% of respondents said that price was the
most important determining factor for buying
auto insurance and 37% felt that the billing and
payment process was the least important.
32% perceived State Farm as the most
expensive insurance provider amongst
major competitors, but 33% also viewed it as
providing the best products and service.
Respondents said they would call their parents for
advice for insurance just as easily as they would
go online. While the Internet is clearly prevalent
in the decision-making process of the target, they
understand the importance of human interaction
when buying insurance. Talking to a trusted
source, such as a parent, is the best way to start
buying auto insurance, according to the target.
Respondents believed that straightforward
(46.5%) and humorous (36.1%) advertising
techniques were the most effective and
appropriate for auto insurance.
Respondents to the survey said they would prefer
to buy insurance directly from a professional agent
or salesperson rather than over the Internet. This
data again shows that while the target enjoys
and uses the Internet nonstop, some purchases
are still best made with professional help.
Focus Group
Marke conducted three focus group consisting
of 21 college students. The respondents were
ages 20 to 22, all of whom had car insurance.
Participants were asked questions about past
experiences with insurance providers and about
their perceptions of insurance companies. The
group also discussed media usage and how they felt
about the State Farm “Now What” campaign. Some
key insights gathered from the focus group were:
Young adults appreciate a company they can trust.
Group members felt that advertising with a face or
entity they could have confidence in was effective.
This insight led us to incorporate State Farm’s
personable service into our creative strategy.
Participants said definitively that having
a trained agent to turn to was important;
dealing with insurance completely
online was not a desirable option.
Respondents were generally unknowledgeable
about insurance processes. Terms like premium,
claim and deductible were not well understood. This
finding led directly to our decision to emphasize
the informative abilities of State Farm agents.
Creative Concept Test
To test the validity of the campaign, two creative
concept tests were held with more than 30 young
adults of varying demographic backgrounds. During
these creative concept sessions, participants
were asked how they felt about our original tagline
proposal “State Farm Helps.” Members of the
concept test felt it was too short and impersonal.
Unprompted, the group came to the conclusion
that “State Farm Can Help” portrayed everything
we wanted but was more friendly. Taking the
advice of the target, the tagline was changed
to “State Farm Can Help,” but the name of the
campaign remains “State Farm Helps.”
In the test, members of the target were shown a
series of creative executions developed by Marke
Media. Participants seemed most respondent to
an advertisement shown to them with a coffee
spill on a laptop saying, “I’ve done that and killed
the computer doing it.” From their responses
such as “The damage isn’t urgent, it’s just kind of
like, it just looks like scuff marks,” from another
advertisement, it can be drawn that if a situation
isn’t urgent enough to require their immediate
attention, then our target is not affected.
Test participants identified with situations that create
an immediate, direct inconvenience to the things
they enjoy. Marke also learned that target members
can’t comprehend too much copy at once, unless
it’s providing useful information. The original body
copy presented to the group was thought to be too
long and the group was unable to understand it
because it didn’t hold their attention. For example,
one participant said, “I see the bottom writing, it
really seems like it’s really long…I was completely
lost after like the first, I don’t know, couple words.
It was just too long to really hold my attention.”
Emphasizing the quality, personal service and
independence of the brand seems to be the
right choice instead of an emphasis on low
price. One participant said, “Generally when
someone comes at me with ‘We have the lowest
price, we have the lowest price’ then I think,
well, you probably have the lowest quality too.”
Participants felt that our red search bar was a
good idea, but also felt that it should be placed
in the upper portion of the ads. Participants also
felt that the search bar should look more realistic,
“like the ones you see on search engine sites.”
Research
• 600 Survey Response
• 3 Focus Groups
• 2 Creative Concept Tests
Research
• 600 Survey Response
• 3 Focus Groups
• 2 Creative Concept Tests

11. 10
Problems & Opportunities
Problem - Target is extremely price sensitive.
Opportunity - Eventuate the outstanding value of State Farm’s service
and agents while educating the target about the
incentives for bundling auto and renters insurance.
Problem - State Farm is not top of mind as an insurance
carrier for 18-25 year olds.
Opportunity - Place straightforward, humorous advertising
into media outlets where young adults allot
the majority of their time and attention.
Problem - The target shows little brand loyalty to insurance
providers and are prone to switching whenever
prices elsewhere become more advantageous.
Opportunity - Show young adults that the benefit of a personable
State Farm agent outweighs the money saved
by using a lesser quality insurance company.
Problem - State Farm’s direct competitors offer
similar products and services.
Opportunity - Position State Farm’s agent-based model
and the information agents provide as an
invaluable asset for young adults.
Problem - Target members expect the convenience and
immediacy of technology-based interaction. The
target can sometimes view phone calls and direct
interaction as intrusive and time-consuming.
Opportunity - Show consumers that State Farm has various access points
for busy customers and many agents are connected to
the same high-speed communication devices they are.
Problem - The target sees insurance corporations as large and impersonal.
Opportunity - Point out that State Farm’s size allows for an agent
in a nearby neighborhood no matter where they
live. State Farm agents are here to help!
Problem - Members of the target are fiercely independent and
don’t like being given unsolicited advice.
Opportunity - Position State Farm as a company that
helps protect independence by extending
a helping hand only when needed.

12. 11
Business Objectives
Increase the number of young adult policyholders,
while maintaining legacy customers. State
Farm wishes to do this by contemporizing itself
allowing it to be more in-touch with the target.
Advertising Objectives
Cognitive
Inform the target about what State Farm car
offer through a light-hearted, honest tone that
will help the target identify the easily accessible,
technologically savvy nature of State Farm agents.
Affective
Position State Farm agents as reliable
and trustworthy mentors who simplify
the insurance process.
Conative
Drive young adults to explore the State Farm Web
site to gain contact information for their local agent.
Consumer Promise
State Farm Insurance respects the independence
of it’s policyholders and works to build client
relationships using personal guidance of an
agent. Whether the situation is big or small,
State Farm will be accessible and helpful.
Competitive Frame
The insurance market has become an aggressive
environment due to sellers trying to differentiate
themselves. Some companies have used humor
as a tool to distract consumers away from the topic
of insurance. Others have used fear as a way to
intimidate. A final tactic used by competitors is that
of value. Many brands coerce people into buying
a policy based on the price tag, mindful of the
lack of coverage these value policies provide.
Despite the numerous tactics used by competitors,
the target has made it clear that price is an integral
part of their decision when buying insurance. Yet,
the target is more willing to fork up the extra cash
for a service that meets their standards for quality.
Therefore, the campaign must get the target
audience to see the value of State Farm insurance .
State Farm has positioned itself as the leader by
focusing on quality. State Farm may not always be
the cheapest, but it will always strive to be the best.
Positioning
Current - Taking the time to visit a State
Farm agent is inconvenient.
Desired: - Connecting and communicating
with an agent is easy and
fits the targets lifestyle.
Current - State Farm is an outdated and
static corporation.
Desired: -State Farm is a contemporary
company of local people
who can help the target.
Tone & Manner
The campaign will be driven by simple,
straightforward messages. Executions will be
lively and contemporary while showing consumers
how to find their local agent. Imagery will depict
frustrating setbacks that often arise in life and
how connecting with a State Farm agent is an
easy, quick task worth the target’s time.
Claim Support
State Farm prides itself on its honest relationships
with its customers. This relationship and the
message of a “good neighbor‚“ must be
translated to this younger consumer. Agents
provide critical guidance and consultation for
a potentially confusing process. The target will
not only save money on quality insurance, but
also establish a long-lasting relationship with the
agent. The agent will act as a support team, a
mentor and neighbor. They will offer guidance
and be there for them for problems both big and
small. Through creative executions that focus on
personal service, information and independence,
we will ensure continued success and growth.
Since the majority of the target view State Farm
as old-fashioned, the campaign must show them
that State Farm agents are available through
the target’s preferred communication channels,
especially all forms of online communication.
This will work to show that State Farm agents are
people within their community and not people in
a corporate office across the state; rather their
agent is just across town and available to help.
Creative Strategy

13. 12
Restrictions
• Remain mindful of state laws regarding the sales
and promotions of insurance
• Stay true to the State Farm brand promise, vision
and tone in all campaign communication
• Maintain the Good Neighbor image of State
Farm
Big Idea
The State Farm Helps Campaign will center on three basic principles:
• Personal Service
• Information
• Independence
Each execution will recount a misadventure familiar to the target and
present a call to action driven by the guidance of a State Farm agent. Each
execution can be customized to better connect consumers to their local
agents. The process of finding an agent will be depicted in executions
by showing a State Farm branded search bar. This will provide uniformity
across the campaign while educating the target on how to find their agent. A
combination of lighthearted images and direct copy will also accompany all
branded communications to help young adults acquire a knack for insurance.
By establishing a relationship between agents and young adults, this
campaign will offer “help”so that they can finally meet their good neighbor.
Big Idea
The State Farm Helps Campaign will center on three basic principles:
• Personal Service
• Information
• Independence
Each execution will recount a misadventure familiar to the target and
present a call to action driven by the guidance of a State Farm agent. Each
execution can be customized to better connect consumers to their local
agents. The process of finding an agent will be depicted in executions
by showing a State Farm branded search bar. This will provide uniformity
across the campaign while educating the target on how to find their agent. A
combination of lighthearted images and direct copy will also accompany all
branded communications to help young adults acquire a knack for insurance.
By establishing a relationship between agents and young adults, this
campaign will offer “help”so that they can finally meet their good neighbor.
Primary Target-Independent Young Adults
Independent young adults between the ages
of 18 and 25 who pay for more than 50% of
their living expenses. Of the 17 million members
of this target, about 60% are enrolled in a
postsecondary institution. The campaign will
also be sure to reach out to the 9 million people
who work full-time and serve as heads of their
households. This target is diverse with one in
three members classifying themselves as a
member of a minority group.
Insights
• Fiercely independent.
• Not concerned with the unexpected.
• Reluctant to ask for help.
• Inherent sense of invincibility.
• Budget conscious, but willing to splurge on
products and service of high quality.
• More likely to be shopping for insurance than
other segments of the population.
Secondary Target-Legacy Policy Holders
Legacy customers are constantly targeted by
competing brands; therefore, State Farm must
differentiate itself on quality of service rather
than price alone to reinforce this segments
decision to stick with State Farm. By doing
so, the secondary target can serve as brand
ambassadors that will help demonstrate the value
of a State Farm policy to the primary target.
Insights
• Loyal to State Farm
• Value the opinions of family and friends
• Influential to peers
• Trend setters
• Familiar with State Farm, but unaware of how
their agent can help them.
• Place value on belonging to groups,
organizations and companies that reflect
personal values.

14. one group pic.
a little too quick.
Sometimes even a pro can be amateur.
Whether your camera was dropped or
stolen, State Farm can help. Renters
insurance from State Farm can cover
your personal belongings even when
your away from home.
To find out how State Farm can help
go to www.Statefarm.com and find an
agent near you.
mike Wright can help.
47304
a quick stop.
an inch too close.
One quick oversight can cause a lot
of damage. So whether you cut it too
close or don’t see it at all, State Farm
can help. Auto insurance from State
Farm can save you from the most
unexpected events, even if they’re
your fault.
For the, State Farm can help. Visit
www.Statefarm.com to find an agent
near you.
melvin johnson can help.
38016
13
Creative Executions
Print Executions

15. diana ybarra can help.
78216
good game.
Bad move.
We all get into the big game. So whether it was
a faulty TV stand or a flying remote, State Farm
can help. State Farm renters insurance can
protect your electronics from everyday life. And
purchasing auto and renters insurance from
State Farm can save you even more money.
Just go to www.Statefarm.com and find an
agent near you.
14
Creative Executions
Sidewalk Executions

16. joe pena can help.
78741
Splish-splash.
on the keyboard.
nichole Schaffer can help.
85013
ooops...
15
Creative Executions
OOH
Out of home executions like those seen here will provide a
fresh, forward thinking reminder to members of the target
about how insurance from State Farm can simply help make
their lives a little less worrisome. Similar to print executions,
each of the billboards will depict a common or even a slightly
humours misadventure, that will make the target think about
the functional and even emotional benefits of having renters
and auto insurance. Each of the out of home executions will
help create campaign consistency by showing the the familiar
State Farm search bar along with the picture of the State
Farm agent nearest to the billboard’s location. Each of the
billboards will also be radio tagged sending opt-in messages
to passerbys to learn more about State Farm insurance
and contact information for agents directly on their mobile
phones. All billboard executions will feature spectaculars
in order to engage the audience more effectively.

17. 16
iPhone Application
The State Farm iPhone application will act as a
mobile connection between the tech-savvy target
and State Farm ambassadors. The main purpose of
the application will be to turn spoken words into text
and email messages. The applications secondary
purpose is to work as a mobile connection between
the general public and State Farm
agents and ambassadors. The
State Farm iPhone application
will be used to inform State
Farm brand ambassadors of
potholes in valued DMAs
Window Cling Execution
Video Game
More than 70 percent of 18-24
year olds in the United States
played some sort of video game
in the last year. WIth so many
people having access to gaming
consules, State Farm cannot afford
to miss out on this opportunity.
In-game placements like those seen here will be featured in
the most popular game genres for the target, including first
person shooters and sports. Although the
games content might not directly coincide
the values of State Farm, the shear number
of users playing these types of games make
it a golden opportunity to reach the target
in an undistracted space. By using video
game networks like Massive, State Farm
can quickly and easily change out content
as needed. The primary benefit to using Web-enabled gaming
networks is the executions can
automatically feature the State
Farm agent nearest to the IP
address of the console. In games
that feature cars, users will be able
to purchase insurance for their
vehicles as apart of gameplay. By
doing so, users will be exposed
to real life information about the benefits of insurance and
how State Farm can help guide them through the process.

18. 17
Creative Executions
Enter Zip Code.
Media Kit
Media kits, like the one seen here, will be distributed to
all State Farm agents in the campaign’s top 25 DMAs to
be passed out to apartment complexes and other rental
properties. These kits will be given to new tenants informing
them about renters insurance and the value of State Farm
coverage. Each kit will a small digital camera, information
about coupling renters and auto insurance as well as contact
information for the nearest State Farm agent. As an added
incentive, the kits will also include coupons
for free food and discounts
at local grocers to help
ease the stresses of
those first few days
in a new place. Thus,
these kits will help show
members of the target
that State Farm is never
far away should they
need a little guidance.
Dashboard Widget
Dashboard widgets, sometimes known as gadgets, are a popular way
to access web content quickly straight from the desktop of a personal
computer. Ease of use and quick access to information is the primary
benefit to these sorts of branded widgets. Since more than 74 percent
of the target owns at least one computer, dashboard widgets are an
efficient way to interact with consumers. The State Farm Helps widget
is no different. This simple, yet powerful dashboard client allows
consumers to simply type in their zip code, city or name of any State
Farm agent. The application then will return all the relevant contact
information as well as offer a link to learn more about State Farm and
its products. Through behavioral targeting, the application can also
suggest specific content that best relates to the user. For example,
if the client has recently been searching for ways to protect their
computer online, the widget can inform the user about how renters
insurance covers computers and other important appliances. This is
just another way the State Farm helps by reinforcing personal service
and informing the target without impeding on their independence.

19. http://www.hulu.com/search?query=family+guy&st=1
What did your
laptop cost?
less than $1,000
more than $1,000
Enter Zip Code.
18
Interactive Banner Ad
These interactive banner ads will come to life when members
of the target either click or roll over the still State Farm
logo ad that appears on the Web site. Once cued, these
ads will simulate the user’s computer screen cracking.
Simulataneously, the familiar State Farm search bar will
appear and automatically fill the field with the user’s zip
code using geotargeting technology. A new browser
will open and provide the user with a short blurb about
the importance of protecting their computer and how
renters insurance from State Farm can help along with the
contact information of the nearest State Farm agent.
Streaming Video Executons
With more than 400 million streams per month, comercial-supported streaming video
sites like Hulu are a popular medium for members of the target to catch the latest
episode of their favorite network television shows. State Farm will take advantage of these
opportunities by placing interactive executions prior to and during the main content.
One type of execution will ask the users what their laptop costs along with other types
of questions that measure the importance the computer has to the user’s everyday
life. The final screen in this interactive ad application will reveal to consumers that for
pennies on the dollar, they can insure their computer with a State Farm renters policy.
After the reveal, the player will highlight the State Farm search widget above the video
player. The widget will autofill with the postal code that the IP address is in and provide
contact information for the nearest State Farm agent. These executions are consistent
with the campaign strategy because they provide information and reaffirms State Farm’s
personable service while respecting the user’s independence to initiate the contact with
the brand. State Farm has simply helped point the consumer in the right direction.

20. 19
Media Objectives & Strategies
Target
Objective: To position State Farm as top of mind for
auto and renters insurance for young adults--18-25
years old--who are financially independent.
Strategy: Advertise through a variety if traditional
and new media vehicles that are targeted toward
this demographic segment, including cable TV,
magazines, social media, Internet, mobile and video
streaming, with an emphasis on out-of-home where
our target will be reminded of the State Farm brand.
Geographic
Objective: To create a nationwide campaign
with added emphasis on college towns,
areas with a high concentration of 18 to
25 year olds and multicultural areas.
Strategy: Internet, social media and mobile will be
used to create a nationwide awareness of State
Farm. Television and print advertisements will be
focused on markets with high multicultural indexes
such as Los Angles, New York City, Miami and
Houston. Out-of-home will be utilized across all
target-heavy markets during transitional periods.
Seasonality
Objective: To deliver advertising throughout the
campaign May 1, 2010 through May 31, 2011, with
individual promotional periods during key moments
and transitional periods in the lives of the target.
Strategy: A continuous presence will be
maintained using Internet, social media, and
strategic Out of Home placements. Heavy-up
placements using print, cable TV and mobile will
accompany promotions during transitional periods
for the target, especially April-July when a large
number of the target is transitioning from high
school and college into independent status.
College Newspaper
60% of the 18-25 target attends a college or
university. Therefore, advertising in college
newspapers is a cost effective way to reach a
large segment of the target. Research shows
that 75% of college students read their college
newspaper. Contact Planning events will be
heavily advertised in these vehicles.
Creative
Objective: To convey the importance of information
and independence through personal and memorable
media and interactive media placements.
Strategy: Focus heavily on new media to stay
in tune with the interactive technology usage of
our target while using traditional media that is
heavily focused on the multicultural population.
Reach and Frequency
Objective: Our goal is to reach 75% of the target
with an average frequency of 8 per month.
Strategy: The use of traditional and non-traditional
media with an emphasis on Internet, cable TV,
print and Out of Home to achieve the desired
reach. This will be enhanced by the use of social
media and mobile to obtain the frequency goal.
Scheduling
Objective: Provide a base level of continuous
advertising and awareness with a heightened
emphasis during transitional periods for the target.
Strategy: Maintain a pulsing schedule by combining
placements in continuous media (Internet, Mobile,
Social Media) with flighting periods of media (cable
TV, print and Out of Home) during transitional periods
so the campaign remains top of mind for the target.

21. 20
College Newspapers
COLLEGE/UNIVERSITY PUBLICATION ENROLLMENT CIRCULATION
COST/
INSERTION
INSERTIONS COST
Arizona State University The State Press 55,552 31,979 $1,670 40 $66,800
Cleveland-Akron, OH 24,000 10,000 Full Page $1,134 40 $45,360
California State University -Long Island Beach Daily Forty-Niner 34,715 20,829 $1,020 40 $40,800
California State University-Fullerton Daily Titan 37,765 22,659 $1,035 40 $41,392
California State University-Sacramento The State Hornet 20,830 16,000 $1,500 40 $60,000
Colorado State University-Fort Collins Rocky Mountain Collegiate 25,000 15,000 $976 40 $39,040
DePaul University The Depaulia 25,072 25,000 $840 40 $33,600
Florida International University-Miami The Beacon 39,000 23,400 $1,162 40 $46,470
George Mason University-Fairfax Broadside 30,714 18,428 $930 40 $37,200
Indiana University-Bloomington Indiana Daily Student 38,990 16,000 $984 40 $39,372
Louisiana State University Daily Reveille Online 28,019 16,811 $1,168 40 $46,700
New York University-New York New York Velocity Online 54,919 32,951 $993 40 $39,708
North Carolina State University Technician Online 31,000 18,600 $1,684 40 $67,350
Richland College Richland Chronicle 7,352 7,300 $543 40 $21,720
Temple University Temple News 23,007 15,000 $999 40 $39,940
University of California-Berkley Daily Californian 35,409 21,245 $2,502 40 $100,080
University of California-Los Angeles Daily Bruin 39,650 23,790 $2,030 40 $81,180
University of Central Florida Central Florida Future 53,000 226,000 $810 40 $32,400
University of Colorado-Boulder Campus Press 32,191 19,315 $1,299 40 $51,960
University of Georgia-Athens The Red and Black 34,180 20,508 $748 40 $29,920
University of Houston The Daily Cougar 37,000 35,000 $866 40 $34,624
University of Memphis Daily Helmsman 15,831 8,500 $750 40 $30,000
University of Nevada The Nevada Sagebrush 28,000 16,800 $1,560 40 $62,400
University of New Mexico New Mexico Daily Lobo 20,864 12,518 $1,630 40 $65,200
University of North Carolina-Chapel Hill Daily Tar Heel 28,567 17,140 $1,443 40 $57,720
University of South Carolina -Columbia The Gamecock 27,994 16,796 $1,322 40 $52,880
University of Southern California-Los Angeles Daily Trojan 33,500 20,100 $1,495 40 $59,800
University of Texas at Austin The Daily Texan 51,032 30,102 $2,000 40 $80,000
University of Texas at San Antonio The Paisano 14,495 7,000 $810 40 $32,400
Wayne State University The South End 20,389 15,000 $1,040 40 $41,600
Total $1,477,616

22. 21
Media Plan
WEEKLY CULTURAL PUBLICATIONS
Magazine
Insertions Ad Size CPM Circulation Impressions
Cost/
Insertion
Total Cost
Village Voice 30 Full Page $1.58 1,108,900 33,265,823 $1,752.00 $52,560.00
L.A. Weekly 30 Full Page $2.49 791,873 23,722,892 $1,969.00 $59,070.00
Chicago Reader 30 Full Page $3.91 300,000 8,992,328 $1,172.00 $35,160.00
Philadelphia Weekly 30 Full Page $3.68 363,500 10,907,609 $1,338.00 $40,140.00
Cleveland Voice 30 Full Page $4.40 300,000 9,000,000 $1,320.00 $39,600.00
Dallas Observer 30 Full Page $6.13 146,000 4,380,098 $895.00 $26,850.00
Washington City Paper 30 Full Page $7.66 187,000 5,608,355 $1,432.00 $42,960.00
Creative Loafing-Atlanta 30 Full Page $4.80 390,400 11,700,000 $1,872.00 $56,160.00
Detroit Metro Times 30 Full Page $2.16 703,200 21,055,556 $1,516.00 $45,480.00
La Voz (Hispanic
Houston)
30 Full Page $5.20 92,810 2,786,538 $483.00 $14,490.00
Houston Press 30 Full Page $31.02 85,000 2,550,290 $2,637 $79,110.00
Austin Chronicle 30 Full Page $18.39 90,000 2,699,837 $1,655 $49,650.00
Las Vegas City Life 30 Full Page $30.36 70,000 2,099,802 $2,125 $63,750.00
Phoenix New Times 30 Full Page $14.96 90,000 2,699,198 $1,346 $40,380.00
Miami New Times 30 Full Page $16.50 90,000 2,700,000 $1,485 $44,550.00
Total $689,910.00
Cultural Publications
These weekly magazines are
found in each of the top 15
valuable DMAs and are read by
independent young adults to
keep up with the pulse of culture
and entertainment. This will allow
us to reach the other 40% of
the target that does not attend
college and inform them about
State Farm and the campaign’s
Contact Planning events.
Mobile
Vehicle Type of Ad Months Imps/Month
(18-25)
CPM Cost/
Month
Cost
Cha-Cha SMS 10 50,000,000 $4 $24,000 $240,000
HipCricket SMS 10 50,000,000 $4 $24,000 $240,000
4INFO SMS 10 50,000,000 $4 $24,000 $240,000
SmartReply SMS 10 50,000,000 $4 $24,000 $240,000
Pandora.com Application 12 8,540,000 $6 $72 $864
eBay.com Application 12 10,000,000 $7 $84 $1,008
Total $961,872
Mobile
93% of young adults own a cell phone, and
80% see their cell phone as their lifeline. 31%
see the Internet as the most important feature
on there phone. This target is also most likely
to use and prefer text messaging as a means
of communication. Text messages in the
valuable DMAs will serve as a reminder of
State Farm to keep the brand top of mind.

23. 22
National Magazines
Magazine Months Insertions Ad Size Circulation
Cost Per
Insertion
CPM (18-25)
Total
Audience
(18-25)
Grimps (18-25) Total Cost
ESPN 1 1 2PG SPREAD 4C 2,059,269 411,008 $54.86 7,097,000 85,164,000 $411,008
Men’s Health 1 1 2PG SPREAD 4C 1,859,643 355,150 $48.90 7,262,346 87,148,152 $355,150
Latina 1 1 2PG SPREAD 4C 526,329 72,006 $126.22 570,500 6,846,000 $72,006
Essence 1 1 2PG SPREAD 4C 1,092,721 180,950 $142.14 1,273,000 15,276,000 $180,950
Cosmopolitan en Espanol 1 1 2PG SPREAD 4C 105,091 25,800 $198.46 130,000 1,560,000 $25,800
Cosmopolitan 1 1 2PG SPREAD 4C 2,907,436 444,800 $86.00 5,128,000 61,536,000 $444,800
Sports Illustrated 1 1 2PG SPREAD 4C 3,252,298 705,600 $42.00 16,766,000 201,192,000 $705,600
Game Informer 1 1 2PG SPREAD 4C 3,601,201 219,430 $75.44 2,822,240 33,866,880 $219,430
Elle 1 1 2PG SPREAD 4C 1,105,456 262,540 $72.08 3,374,042 40,488,504 $262,540
Cosmopolitan 3 3 1 PG 4C 2,907,436 222,400 $43.37 5,128,000 61,536,000 $667,200
Cosmopolitan en Espanol 3 3 1 PG 4C 105,091 12,900 $99.23 130,000 1,560,000 $38,700
Elle 3 3 1 PG 4C 1,105,456 131,270 $36.04 3,374,042 40,488,504 $393,810
ESPN Magazine 3 3 1 PG 4C 2,059,269 205,504 $27.43 7,097,000 85,164,000 $616,512
Game Informer 3 3 1 PG 4C 3,601,201 109,715 $37.72 2,822,240 33,866,880 $329,145
Latina 3 3 1 PG 4C 526,329 36,003 $63.11 570,500 6,846,000 $108,008
Men’s Health 3 3 1 PG 4C 1,859,643 177,575 $24.45 7,262,346 87,148,152 $532,725
Essence 3 3 1 PG 4C 1,092,721 90,475 $71.07 1,273,000 15,276,000 $271,425
Sports Illustrated 3 3 1 PG 4C 3,252,298 352,800 $21.04 16,766,000 201,192,000 $1,058,400
Total $6,693,209
Ad Networks
Ad Network Months Impressions GRIMPS CPM Monthly Cost Cost/site
Google Ad Network 12 1,000,000 12,000,000 $10 $10,000 120000
Yahoo Ad Network 12 1,000,000 12,000,000 $10 $10,000 120000
Platform-A 12 2,385,714 28,628,571 $7 $201,600
Specific Media 12 1,200,000 14,400,000 $10 $12,000
Total $453,600
Ad Networks
Online advertising networks offer the
best reach and tracking methods that will
allow us to effectively deliver ads to the
target. Web sites chosen will be based off
of demographic, contextual, behavioral
and geographic information. The valuable
DMA system will be utilized to advertise on
popular sites among the target in addition
to apartment and car related Web sites.

24. 23
Media Plan
Ad Words
Web site Keywords Months CPC Imp/Month Cost
Google (+ en espanol) insurance help 12 $0.59 10,000 $70,800
honest insurance 12 $0.10 10,000 $12,000
insurance agent 12 $0.57 10,000 $68,400
renters insurance 12 $0.46 10,000 $55,200
auto insurance 12 $0.41 10,000 $49,200
Independence 12 $0.42 10,000 $50,400
State Farm 12 $0.52 10,000 $62,400
reliable agents 12 $0.10 10,000 $12,000
accessible insurance 12 $0.10 10,000 $12,000
State Farm Helps 12 $0.05 10,000 $6,000
College Renters Insurance 12 $0.05 10,000 $6,000
insurance quote 12 $0.44 10,000 $52,800
Yahoo (+ en espanol) insurance help 12 $0.59 10,000 $70,800
honest insurance 12 $0.10 10,000 $12,000
insurance agent 12 $0.57 10,000 $68,400
renters insurance 12 $0.46 10,000 $55,200
auto insurance 12 $0.41 10,000 $49,200
Independence 12 $0.42 10,000 $50,400
State Farm 12 $0.52 10,000 $62,400
reliable agents 12 $0.10 10,000 $12,000
accessible insurance 12 $0.10 10,000 $12,000
State Farm Helps 12 $0.05 10,000 $6,000
College Renters Insurance 12 $0.05 10,000 $6,000
Total $861,600
Search Engine Optimization
With search engines, the target has useful
information at their fingertips through the Internet
and mobile devices. This generation is more
likely to search for information via the Web
than any other. These words will be relevant to
the State Farm Help’s campaign and the State
Farm brand. Site links through Google will
allow the target to see multiple links to the Web
site that will narrow information even more.
Social Media
Total Ambassadors Number of DMAs Wage/Hour Total
Social Media Ambssadors 2 25 $9/hour (up to 20 hrs/wk) $9,000
Social media
73% of the target uses social networking sites. This
age group is also most likely to trust the information
and opinions given to them by their friends. Social
media ambassadors will be in the target and
live in the valuable DMA. These ambassadors
will keep social networking sites up to date and
relevant to the target. For example, user names
would be similar to: “StateFarmHelps_Houston.”

25. 24
Television
Vehicle Network Length Weeks
Total
Frequency
Rating GRP CPP
Cost/
Episode
Total Cost
WWE Raw USA :30 4 28 3 84 $71.67 $215 $9,030
Lopez Tonight TBS :30 4 28 1.6 44.8 $84.38 $135 $5,670
Pawn Stars HIST :30 4 28 3.5 98 $67.43 $236 $9,912
Sports Center ESPN :30 4 28 0.6 16.8 $295.00 $177 $7,434
Its Always Sunny in Philadelphia FX :30 4 28 2.2 61.6 $68.18 $150 $6,300
The Secret Life of an American Teenager ABC FAM :30 4 28 3.1 86.8 $57.10 $177 $7,434
South Park CMDY :30 4 28 2.9 81.2 $56.90 $165 $6,930
Life DISC :30 4 28 11 308 $26.09 $287 $12,054
Caprica SYFY :30 4 28 1.2 33.6 $98.33 $118 $4,956
Operation Repo TRU :30 4 28 2.1 58.8 $72.86 $153 $6,426
Fantasy Factory MTV :30 4 28 0.5 14 $242.00 $121 $5,082
Keeping Up with the Kardashians E! :30 4 28 1.1 30.8 $104.55 $115 $4,830
Iron Chef America FOOD :30 4 28 2 56 $42.50 $85 $2,380
Project Runway BRAV :30 4 28 4 112 $42.50 $170 $7,140
UFC SPK :30 4 28 2.1 58.8 $59.52 $125 $5,250
Desperate Housewives LIFE :30 4 28 3 84 $46.00 $138 $5,796
Mad Men AMC :30 4 28 1.4 39.2 $116.43 $163 $6,846
106 and Park BET :30 4 28 0.64 17.92 $129.69 $83 $3,486
Adult Swim TOON :30 4 28 0.94 26.32 $156.38 $147 $6,174
El Clon TELEMUNDO :30 4 28 1.4 39.2 $92.86 $130 $5,460
Sortilegio UNIVISION :30 4 28 6.3 176.4 $35.40 $223 $9,366
World Cup Games UNIVISION :30 2 14 3.8 53.2 $58,816.32 $223,502 $2,989,882
World Cup Final ESPN :30 1 1 21 21 $22,301.86 $468,339 $468,339
Superbowl XLV FOX :30 1 1 46.4 46.4 $64,655.17 $3,000,000 $3,000,000
Total $6,596,177
Cable TV
Cable television allows better niche targeting through specialized content. Univision, Telemundo and BET are
specifically targeted to multicultural young adults, while the other networks and shows are favorites among all members
of the target. Spots will also appear during the World Cup, which is watched extensively by the Hispanic market. We
have targeted using the top 25 valuable DMAs that account for minority groups among the young adult market.
Why a Super Bowl ad?
62% of viewers say they pay more attention to commercials during the Superbowl. 34% say the advertisers
seem like the leading brand in their category and the companies that advertise are more relevant to them.

26. 25
Media Plan
Out Of Home
Vehicle Cost/Month
# of
Executions
Months
# of
DMAs
Total Cost
Digital Billboards $2,000 2 6 15 $360,000
3-D Billboards $1,500 5 6 15 $675,000
Gas Pump Television $100 50 9 15 $675,000
Vehicle Wraps $3,000 5 6 $900,000
Total $2,610,000
Supplemental Media
Vehicle Cost/Month # of Executions Months # of DMAs Total Cost
Projections $1,000 2 4 10 $80,000
Parking Garage LED Screens $500 10 6 25 $750,000
Smoking Cars $40 75 9 25 $675,000
Bike Racks $65(one time) 100 12 50 $325,000
Coffee Sleeves $0.04 100000 50 $200,000
Taxi Seats $225 50 10 $112,500
Total $2,142,500
One-time Buys
Execution
Cost/
Execution
No. of
Execution
# of
DMAs
Total Cost
Window Clings $0.25 500 50 $625,000
Gas Pump Toppers $35 200 50 $350,000
Total $975,000
Out of Home/Alternative
Placements will appear in unexpected
locations that will create a fresh perspective
of State Farm among the target. While some
traditional placements will be employed,
other unconventional placements are
directly related to creative executions.
Notable out-of-home placements will
create cohesivness throughout the
campaign and stimulate greater recall.
Sports Placements
Vehicle Cost/Month
# Of
Executions
Teams Total Cost
LED Courtside Displays $11,000 2 15 $330,000
Baseball Jumbotrons $2,750 4 15 $165,000
Football Goal Posts $350 5 32 $56,000
Stair Decals $1,000 4 30 $120,000
Total $671,000
Window Clings
The window clings will allow the target to
serve as “moving advertisements” for the
State Farm brand. These are often used by
the target to show involvement and interest
in certain activities and causes. The fun
“broken window” design with products that
are themed with our creative executions will
serve as a daily reminder of the campaign.

27. 26
Pre-roll
NETWORK SHOW LENGTH # OF
COMMERCIALS
GRIMPS MONTHS CPM COST/
EPISODE
COST
ABC.com Grey’s Anatomy :15 50 10,000,000 12 $23 $4,600 $230,000
ABC.com Desperate
Housewives
:15 50 10,000,000 12 $23 $4,600 $230,000
CBS.com The Big Bang
Theory
:15 50 10,000,000 12 $19 $3,800 $190,000
CBS.com How I Met
Your Mother
:15 50 10,000,000 12 $19 $3,800 $190,000
CWTV.com Gossip Girls :15 50 10,000,000 12 $15 $3,000 $150,000
CWTV.com America’s Next
Top Model
:15 50 10,000,000 12 $15 $3,000 $150,000
FOX.com Family Guy :15 50 10,000,000 12 $20 $4,000 $200,000
FOX.com House :15 50 10,000,000 12 $21 $4,100 $205,000
NBC.com The Office :15 50 10,000,000 12 $23 $4,600 $230,000
NBC.com Heroes :15 50 10,000,000 12 $17 $3,400 $170,000
Hulu 8,000,000 12 $25 $10,000 $120,000
Pandora 10,000,000 12 $25 $10,000 $120,000
Meebo 4,999,998 12 $30 $10,000 $120,000
FreeAllMusic 50,000 downloads 12 $100,000
Total $2,405,000
Freeallmusic.com
State Farm will be on the ground floor of the music download Web site Free
All Music. This site offers high impressions for low cost and allow the user to
choose an advertisement to view . The chosen sponsor “buys” a song for them
to download. The sponsor’s ad also appears in a banner on the right side of
the screen until a new sponsor is chosen. In addition, the sponsor’s name will
appear on a Web site related to the artist downloaded as a purchaser of that
song. If the user chooses to post a link to his or her own downloaded content,
any person who clicks on that link will see the chosen sponsor’s advertisement.
Video Pre-roll
More than half of 18-25 year olds have watched entire television
shows online in the past month. Between 2007 and 2009 online video
ad sales increased 161.8%. The number of videos viewed online
in the U.S. increased 237% between 2008 and 2009 with a 16.9%
bump in unique viewers. The 18-25 year-old target is the group
most actively using this medium. These ads will be customized and
personally engage the target to increase viewership and recall rates.
Video Games
Ad Network Months CPM Impressions Budget
Massive In-game Ad Network 12 25 4,800,000 $120,000
Playstation Ad networks 12 25 4800000 $120,000
Total $240,000
Video game networks
The target is avid users of video game systems and
spend 3 to 4 hours a day playing video games. Both
in-game content and load screen advertising are
available through Massive Ad Network and Playstation
Ad network. This allows the target to interact with the
brand in a new way that fits with their lifestyles.

28. 27
Media Plan
Media Budget Breakdown
Print $8,868,846
Television $6,690,131
Online $3,969,200
Mobile $1.921.872
OOH/Alternative $6,398,500
Total $27,848,549
Media Budget Breakdown
Print $8,868,846
Television $6,690,131
Online $3,969,200
Mobile $1.921.872
OOH/Alternative $6,398,500
Total $27,848,549
Vehicle May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Television
Magazine
College Newspaper
Online
Mobile
Sports Placements
OOH/Alternative

29. 28
Contact Planning
State Farm Helps you Move
Objective
To engage younger members of the target and
help place State Farm in their top-of-mind for
when they are ready to purchase insurance.
Strategy
State Farm will partner with Universities
in valuable DMAs to help students
move in to their new residency.
Tactics
State Farm brand ambassadors will show up
all over campuses across the U.S. ready to
help students move into their new residency.
Their job will be to assist anyone who looks
like they are in need of an extra hand. The
brand ambassadors will assist students and
parents, and will leave them with information
about other ways State Farm can help.
Brand ambassadors will also work to distribute
State Farm information to passerby’s.
Rationale
Students may not be thinking about insurance
yet, but parents always are. Helping students
move is a great way to engage with parents
and inform them of renters insurance. Those
parents who already have State Farm
will be even more interested in how State
Farm can help, which makes it a perfect
fit for targeting legacy policy holders.
$1,100,000
State Farm Auto Shows
Objective
To increase brand presence in valuable
DMAs and change multicultural
perception of the State Farm brand.
Strategy
State Farm will set up informational booths
and promotional giveaways at popular
auto shows throughout the U.S.
Rationale
Auto shows attract a high volume of our target,
as well as multicultural target members. Visitors
will already be thinking about cars, making
State Farm a natural fit for auto shows.
Tactics
Informational booths will be set up at local
auto shows where brand ambassadors will offer
State Farm information and SWAG. Visitors
will be able to enter a drawing for prizes. One
winner at each show will win a 2011 Toyota
Scion xB and another will win a Sony VAIO
computer. Winners will be informed on how
they can insure their new items with State Farm
insurance. The event will be promoted using
Facebook and Twitter and the State Farm
Youtube channel will be used to cover each
auto show and allow for viewer feedback.
$2,930,000
State Farm and Habitat for Humanity
Objective
Link the State Farm name to a trusted
community service organization.
Strategy
State Farm will partner with Habitat for
Humanity and help rebuild homes.
Rationale
Linking the State Farm name to a community
leader will reinforce the idea that State
Farm can help in times of need.
Tactics
A letter will be sent to State Farm agents in
the valuable DMAs asking them to volunteer
at their local Habitat for Humanity chapter.
Throughout the campaign, teams of State
Farm agents will work on homes for people in
each community. Each agent will wear a red
State Farm shirt with the tagline “State Farm
Helps.” Local news stations and newspapers
will be contacted to publicize the event.
$600,000

30. 29
Contact Planning
State Farm Fills Potholes
Objective
To bring State Farm to the targets
mind while they are most likely to
need insurance on the road.
Strategy
State farm will fill potholes and spray
paint them with the State Farm logo.
Tactics
State Farm agents in the valuable DMAs will be
contacted through the State Farm talk 2 text
iPhone application about local potholes that
need to be filled. The work will be contracted
through local companies who will fill the pothole
and paint the SF logo over the asphalt.
Rationale
Not only will filling potholes create interest in
State Farm, the road itself makes a perfect
billboard for drivers. This will also generate
media and Internet buzz, which will solidify
the brands legitimacy among our target.
$1,500,000
State Farm Interactive Cinema Game
Objective
To make a lasting impression on young
adults that will encourage them to
contact their local State Farm agent.
Strategy
Provide a memorable interactive cinema
gaming experience for consumers to participate
in while waiting to watch a movie at the theater.
Tactic
Motion sensors will be set up inside movie
theaters across valuable DMAs. While waiting
for the movie to start, viewers will be prompted
to move in unison in order to play State Farm’s
version of Brick Breaker. Excitement will build as
viewers engage in working together to control
the paddle and deflect the ball. As the ball
bounces around the screen, each time a brick
is broken, a piece of informative and useful
information about State Farm will be displayed
The game will end with the State Farm logo
encouraging viewers to call their local
agent and find out more information.
Rationale
Giving consumers a chance to participate
in such a unique and memorable event will
help make State Farm top of Mind when
purchasing auto and renter’s insurance, while
utilizing such new technology will create a
positive image of the State Farm brand.
$1,100,000
State Farm Talk 2 Text application
Objective
To engage the Target using a
trusted mobile application.
Strategy
State Farm will sponsor an iPhone application
that translates spoken words into text
for a hands-free way to communicate
while in the car or on the go.
Rationale
By creating a useful yet entertaining
multimedia application, State Farm will gain
trust with the tech-savvy target audience.
Tactics
State Farm will create a public iPhone
application that will turn speech into text. Users
will be able to open the program, send text
messages, e-mails and close the application with
the sound of their voice. The application will be
advertised using Facebook, Twitter and Youtube.
$20,000

31. 30
Contact Planning
State Farm Spring Break
Objective
To actively compete with other insurance
companies advertising at Spring Break locations.
Strategies
State Farm will set up small storage facilities to
store visitor’s spring break items while they go
to the beach or participate in other activities.
Tactics
State Farm will set up storage facilities in
the top ten spring break locations. Brand
ambassadors will encourage visitors to store
their valuable items in a safe State Farm locker
while they enjoy spring break activities. When
travelers are ready to pick up their items,
brand ambassadors will give them SWAG
items and information on how to protect their
valuable items with State Farm insurance.
Rationale
Spring break is a popular way to engage
large amounts of 18-25 year olds at one time.
However, the spring break atmosphere makes
it difficult to inform the target of all State Farm
can offer. Offering a useful service will not only
give visitors a reason to remember the State
Farm name, it will be a unique experience
that competitors will not be able to claim.
$550,000
State Farm Car Tour
Objective
Increase awareness of State Farm
through social media interaction.
Strategy
State Farm will use social networking Web sites
like Twitter and Facebook as well as State Farm
brand ambassadors to hand out State Farm
merchandise and promote the Car Tour.
Tactics
State Farm will sponsor a car that travels to
the valuable DMAs. This car will make stops
in cities do draw in crowds where State Farm
representatives can give out information about
auto and renters insurance while giving away
free prizes. State Farm sponsored cars will be
“hidden” in each DMA. The target will log on
to Twitter for the clues to find where the car is
located on the tour. Each city will release clues
during the 6-month tour from March-August.
The first thirty-two young adults that find the car
in their city will be entered to win a brand new
Scion tC. There will be one car winner per city,
and other finalist will receive prizes from Sony.
Rationale
This car will create ‘buzz’ on social networks
and increase awareness of State Farm
among young adults in the cities, while
providing the target with informational
materials about State Farm Insurance.
$700,000
State Farm and Red Cross
Objective
To align the State Farm brand with that
of a humanitarian organization
Strategy
State Farm will partner with the American
Red Cross in order to gain awareness
and support their not-for-profit work
Tactics
For the length of the campaign, State Farm
will donate one dollar for every new renters
insurance policy sold and two dollars for
every new auto policy. This promotion will
be advertised through social networking
sites like Twitter and Facebook, which will be
updated by State Farm (media ambassadors)
Press releases will be sent to national news
sources to inform them of the partnership.
State Farm will donate up to $2,000,000.
Rationale
By donating to the American Red Cross,
State Farm will align itself with the not-
for-profits positive, helpful reputation
while benefiting a good cause.
$2,000,000

32. 31
Contact Planning
May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Totals
Helps you move $1,100,000
Auto Shows $2,930,000
Habitat for Humanity $600,000
Texting Application $20,000
Interactive Cinema Game $1,100,000
Potholes $1,500,000
Spring Break $550,000
Car Tour $700,000
Red Cross $2,000,000
Insurance Card $1,000,000
Total $11,500,000
State Farm Insurance Card
Objective
Position the State Farm brand as a personable
and premium insurance provider.
Strategy
Introduce the “State Farm Helps Card” that
will serve not only as an insurance card, but
also as a rewards card for customers.
Rationale
The membership card will help reinforce the
brand’s personal commitment to its customers.
The cards design will associate State Farm
coverage with quality and prestige. Most
insurance cards on the market today are dull
and are usually tucked away behind other items
commonly in wallets and purses. To effectively
differentiate State Farm insurance as a quality
brand that provides premium and personable
service, the insurance identification card should
stand out to represent those characteristics. By
doing so, customers will proudly display their
State Farm Membership Card encouraging
them to tell their friends about the advantages
to choosing State Farm, including discounts at
various retailers just for being a policy holder.
Tactics
State Farm will partner will Auto Zone as well
as local retailers selected by local State Farm
agents to offer special discounts on products
and services as a way to help customers get
more out of their policy other than just insurance
coverage. The card will be available to all
State Farm renter or auto policyholders. Those
customers who have both types of coverage will
be eligible to receive discounts and incentives
at more retailers as determined by the local
agents. The membership card will be introduced
at the beginning of the campaign and will
serve as the default insurance card for State
Farm customers for the foreseeable future.
$1,000,000

33. Contingency
IMC
Media
$27.1million
$11.5million
$1million
32
Recommendations & Evaluations
Recommendations
Maintain the State Farm Helps Campaign
The first year of the campaign is only initial step in rejuvenating the State Farm
brand image within our target. Marke Media recommends that State Farm
continue with this campaign and increase its budget to help the brand distance
itself from competitors making State Farm the top-of-mind brand for the target.
Develop Nationwide Brand Ambassador Program
Marke Media recommends that State Farm look into creating a permanent
and nationwide ambassador program. This program will reinforce the
State Farm promise of “being there.” Brand ambassadors will serve as an
extension of the neighbor persona as they represent a peer who can make
others feel welcomed, valued and accepted as a State Farm customer.
The program will help spark buzz about State Farm and its products as
the ambassadors inform and add to the personability of the brand.
Expand Non-traditional Media
To stay true to its personality of being forward-thinking, State Farm must
continue to implement non-traditional executions. The target represents
the most tech-savvy generation to date. In order to stay on their radar,
Marke Media recommends that State Farm look into new, up and
coming technologies for advertising potential, including augmented
reality, semantic advertising and 404 web search marketing.
Campaign Evaluation
Marke Media will use the following methods to ensure
campaign effectiveness and future success.
• Use Radian 6, the industry’s most popular social traffic tool, to
monitor social media and figure out who is talking about the State
Farm Help campaign. This service will help State Farm pinpoint sales
opportunities for new auto and renter policies.
• Ad Mob will allow the campaign to successfully track, impressions
and clicks, and conversions of all mobile executions. Ad mob
will also be used to gather specific detailed information about
the types of viewers who download the campaign’s “Talk 2 Text”
iPhone application.
• Google Analytics will be used to track the effectiveness of search
word and online display advertising.
• Administer surveys and conduct personal interviews to members
of the target who purchase State Farm products during the
campaign year to track brand and campaign awareness.
• Conduct focus groups every quarter in each of the campaign’s 25
valuable DMAs to measure brand perception and product usage.
• Request rating performance reports from all television outlets in
each DMA to assure maximum exposure.
• Monitor foot traffic and administer surveys at each of the State
Farm Help contact planning events throughout the fiscal campaign
year to measure impressions and recall.
• Marke Media will prepare a summary report following the end of
the campaign to measure the return on investment in terms of cost
versus the number of new State Farm policies.