2. Contents
Contents
Executive Summary.......................................................... 2
Situation Analysis and Campaign Objectives................. 3-4
Research Objectives and the State Farm Brand.............. 5-6
Brand Archetypes and Competitive Analysis ................. 7-8
At Northwood Advertising,
we have one common goal...
To accomplish any
objective thrown our way.
We recognize a unique element
within our agency that promotes
Primary Research and Target Market.............................. 9-10 creative and precise solutions to the
21 Words and the Circle of Sales...................................... 11-12
ever-changing world of advertising.
Creative Strategy .............................................................. 13-14 It is what drives us to complete a task
Traditional (Print, TV and Radio)..................................... 15-18
no matter what the cost.
Website and Digital.......................................................... 19-20 We have faith in who we are
Digital and Look on the Bright Side Tour........................ 21-22 and what we do.
More importantly,
Outdoor and Look on th Bright Side Tour....................... 23-24 we have faith in one another.
Look on the Bright Side Tour............................................ 25-26
Each of us enters as individuals,
Mobile and College Intern Program ................................ 27-28 but emerge as part of a unified
Media Strategy and Flightplan ........................................ 29-30 and dedicated team.
Media Budget.................................................................... 31-32 This led us to become one team,
Northwood Advertising.
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3. s Executive Summary
Northwood Advertising has developed a fully integrated marketing campaign that will
strengthen State Farm’s brand image among the 18-25 target market. It will change the
way this demographic views the reality of purchasing insurance as a whole, and it will
make State Farm a more relevant brand with their lifestyle. This campaign will reach
millions of young adults by staying true to the State Farm brand with a unique approach
and an optimistic tone. The campaign will be implemented through both traditional and
non-traditional media, as well as grassroot and promotional initiatives. We don’t intend
to interrupt the target market’s lives and sell them a service they don’t care for. We will
simply show them how insurance doesn’t have to be such a frustration or hassle when
you’re insured by State Farm.
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4. Situation Analysis
Since State Farm’s beginning in 1922, the agent-based insurance
company has remained true to its roots by providing reliable and
quality insurance to millions. The combination of their proven track
record and the expertise of their local agents have placed them as the
leading auto insurance provider. While having a leading 17.6% share
of the auto insurance market, they seem to be out of touch with the
18-25 demographic. This is why we, Northwood Advertising, have
been challenged with the task of creating an advertising campaign
that will bridge this gap and continue to change the target market’s
perception of the State Farm brand.
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5. Campaign Objectives
• Transcend State Farm’s brand image in the eyes of the 18-25 target market
• Moving away from its current “old school” and “your parents’ insurance company” image
to one that is younger and more relevant to the target market and their lifestyles
• Increase State Farm’s top-of-mind brand awareness among the target market by 25%
• Utilize grassroot and promotional initiatives to create awareness of State Farm
• Drive and retain users to the Look on the Bright Side website
• Achieve 10-15% growth through new young adult auto and renters insurance policies
4
6. Research Objectives
To Understand...
• State Farm brand and what they stand for
• How the target market views the insurance industry, and its importance in their lives
• State Farm’s current position in the insurance market in relation to its main competitors
• How to creatively position State Farm as a relevant brand with the target market
and their lifestyles
• The media consumption of the target market and which channels State Farm
can leverage most effectively to reach them
Other Important Things To Know...
• What draws the target market to specific auto insurers and why?
• The target market’s purchase process when they go to buy a new insurance policy
5
7. The State Farm Brand
• State Farm is a Caregiver brand.
• They strive to help and protect others.
• By serving others when they are in need, State Farm helps others achieve their goals
and protect what matters most.
• They have the experience and credibility to serve anyone who seeks their trust.
Brand Promise
State Farm understands that nothing is more important than being there.
Like a good neighbor, State Farm is there.
Brand Tone
A Good Neighbor acts inclusively and makes people feel welcomed, valued and accepted.
Brand Personality
Established and experienced yet surprisingly forward-thinking. Sincere, empathetic,
and trustworthy.
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8. Brand Archetypes
To understand State Farm’s current position in the insurance industry,
we had to search for what sets them apart. With the insurance industry
being primarily price driven and fairly equal in terms of the service and
coverage insurers provide, the one thing State Farm can stand on to
distinguish themselves is their brand archetype. Each of State Farm’s
main competitors archetypes are shaped by their core strengths,
business motivations, brand images and personalities. It is behind this
brand archetype that State Farm will separate themselves from the
competition. A combination of staying true to their trustworthy and
reliable image and an optimistic approach will continue to change the
target market’s perception of the State Farm brand.
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9. Competitive Analysis
Brand Archetype: The Caregiver Brand Archetype: The Ruler
The good neighbor that you can always rely on to Allstate always has the answers and assures you
help you out. you’re in good hands.
Tagline: “Like a good Neighbor, State Farm is there.” Tagline: “You’re in good hands.”
Market share: 17.6% Market share: 11.3%
Yearly Ad Spend: $178 million Yearly Ad Spend: $178 million
Type: Agent-based Type: Agent-based
Pride of Company: When the worst of times arise Pride of Company: Being the insurance provider
there is nothing more important than being there. who puts all your worries at rest.
Brand Archetype: The Jester
Brand Archetype: The Creator
Geico always strives to make us laugh with their
Progressive seeks to provide the customer
omnipresent advertising.
with flexible coverage options and plans.
Tagline: “15 minutes could save you 15%
Tagline: “That’s Progressive.”
or more on car insurance.”
Market share: 7.5%
Market share: 6.9%
Yearly Ad Spend: $290 million
Yearly Ad Spend: $477 million
Type: Direct Insurer
Type: Direct Insurer
Pride of Company: Pick your options and
Pride of Company: Just a little time can save you a
payment plan.
chunk of change.
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10. Primary Research
While conducting our primary research, we distributed over 500+ surveys, held
10 focus groups, as well as 5 personal interviews with participants from the
18-25 target market. The following are the most valuable insights we gathered
from the experience.
• 83% reported the first step in the purchase process was seeking guidance from
their parents.
• 47% still remain on their parents insurance policies.
• 63% pay for 50% or more of their current living expenses.
• 60% reported price as the most important factor when shopping for insurance.
• 77% however said if the difference in price between providers was relatively
small that both customer service and reliability would be deciding factors.
• 91% reported two main reasons for not having renters insurance:
1) Unaware that there “even was such a thing”
2) Don’t have a need for it and feel it’s a waste Top-of-Mind Brand Awareness
of money • Geico 35%
• Allstate 23%
• Progressive 20%
• State Farm 15%
• Other 7%
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11. The Target Market
Most of the 18-25 have recently graduated high school, are in college, or are new
to the work force. They have grown up in a fast-paced, ever
changing world; continually balancing school, work, family
and friends. Money doesn’t grow on trees and they expect
to get what they pay for, especially when it comes to
insurance. They live a speak-your-mind philosophy
and aren’t afraid to challenge the status quo. Part
of the first generation to have grown up with the
Internet in a technologically driven world, they
are accustomed to having their needs met
quickly; meaning they are both
high-performance and high-maintenance.
Most importantly however is their
outlook on life. They are
ambitious and optimistic
about their futures.
13. The True Blue
...is represented by legacy young adults. They are the young adults
whose parents are already insured by State Farm and, in turn, have
convinced their children to remain with State Farm. In order to
retain this important portion of the market, this campaign will aim
to maintain their confidence in State Farm as a reliable and
quality insurance company that will cover them through the best
te Farm
and worst of times.
The War Zone ta
S
...is represented by the young adults who already hold policies with
a competitor. They most likely belong to another provider because
of price, convenience, or perhaps because their parents are insured
by them. However, they are open and willing to switch providers if
it is to their benefit. Our campaign will aim to change the way they
view the State Farm brand, making them a more relevant brand to
the lifestyles they live and kind of insurance they seek.
The Golden Future
...is represented by the Young Adults who are either uninsured or
are currently looking for a new auto insurance provider. They don’t
really understand insurance, nor do they care to. They expect to
receive quality coverage for a reasonable price. Our campaign will
ir
les
C
aim to convince the Golden Future that insurance is not something
cle
of Sa
you need to worry about, nor is it something that should ruin your
day. We want to optimistically inform them that when you’re
insured by State Farm everything will be okay because
Like a Good Neighbor, State Farm is there.
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14. Creative Strategy
After conducting research and gaining a true understanding of the State
Farm brand we discovered there was only one path we could take with our
creative message. In order to change the target market’s perception of State
Farm while staying true to the brand, we had to distinguish ourselves from
the competition with an optimistic approach. We wanted to build upon what
State Farm has accomplished to make them the leading auto insurer today.
We decided the use of an overly positive tone in our campaign would
entertain the target market and transcend the perception of State Farm’s
brand. Tailored around State Farm’s caregiver brand archetype and good
neighbor feel, we came up with the tagline: Look on the Bright Side.
The entire campaign will speak to the idea that when you are insured by State
Farm you can Look on the Bright Side because State Farm knows there is
nothing more important than being there when you need them most.
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16. Print
This print ad will aim primarily
at the male portion of the target
market with placement in GQ
and Rolling Stone. It will
resonate with anyone who has
dealt with car trouble and the
hassle of repairs. Those who
see the ad will be convinced to
Look on the Bright Side beause if
you are insured with State Farm
they’ve got your back.
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17. This print ad follows the same
idea as with the previous ad.
It will aim at the female
target market with placement
in Glamour and Cosmopolitan
magazines. It will resonate with
females because they can relate
to the stress of getting ready in
a chaotic bathroom when all of
a sudden something goes
terribly wrong. Despite the
sparking outlet, she can Look
on the Bright Side because with
State Farm renters insurance all
the damage will be covered.
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18. Traditional
Television Commercial
This commercial is designed in an animated format similar to early Disney
cartoons. It opens with a character walking through a dark and gloomy
street where nothing seems to be going well. Trees lining the street are
bare and a dark storm cloud is looming overhead. However, the character is
enclosed in a beam of light, whistling the tune of our campaign’s song,
“Always Look on the Bright Side of Life.” As he walks and whistles the
landscape around him begins to get brighter and more colorful. State Farm’s
logo appears at the end of the commercial when the character winks into the
camera with a smile.
Radio Spots
Radio spots will be simple and strictly for campaign branding purposes. A voice will
begin the spot with the statement “30 seconds of optimism brought to you by State
Farm,” followed by 30 seconds from the song “Always Look on the Bright Side of Life”.
These spots will spread awareness of the campaign and the State Farm brand, all the
while leaving a catchy, happy-go-lucky tune stuck in the heads of our target market.
15
20. Website lookonthebrightside.com
Research showed that the target market finds the current State Farm website too text heavy and difficult to navigate.
To solve this problem a Look on the Bright Side campaign website will be launched in May 2010.
The website will only provide information pertaining to auto and renters insurance, making it
target market friendly.
Features of the website:
• Easy to read information on
auto and renters policies
• A link to find the nearest local
State Farm agent
• An interactive game
• Video footage from the Look
on the Bright Side Tour stops
• Quote calculator for potential
new policies
• Links to the State Farm Pocket
Agent smartphone app
• Facebook Connect
• Twitter enabled
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21. Display Ads Digital
Look on the Bright Side ads will be placed on the target market’s most popular
websites. The ads will feature customers in comical situations demonstrating how
State Farm offers many other services aside from auto insurance. The subtle joke
behind each ad will convey that if you are insured with State Farm, you’re covered.
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22. Digital In-text Ads
Interactive Game As our target market browses the internet we can
target them with in-text ads. The same keywords
used with search will be purchased, and a scroll
Rich media ads will introduce the Look on the
over will offer to lead them back to our
Bright Side game. When viewers hover over the
campaign’s website lookonthebrightside.com.
ad with their mouse it will expand, streaming the
game directly from our website. The catchy song
will be playing in the background and the State
Farm logo will always be present. The game will
also be available on Apple’s iPhone and iTouch.
Search
Search will play a key role in the success of our
campaign by positioning the State Farm name
with those who search for auto and renters
insurance. The following AdWords will be
included: insurance, auto, renters, cheap, Ford,
GM, Honda, Toyota, Volkswagen, Nissan, claim,
Look on the Bright Side, accident, collision, dam-
age, State Farm, Panama City, Allstate, Geico,
Progressive, etc.
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23. Look on the Bright Side Tour
The Look on the Bright Side Tour will be the primary grassroot and promotional
effort of this campaign. A 10-month nation wide tour will begin in June 2010
directly interacting and appealing to the diverse18-25 target market. The tour
will give State Farm a significant presence in the lifestyles of the target market
and increase brand familiarity. The Look on the Bright Side Tour will consist of
various sponsorships and events to be held throughout the year. By the end of
the tour State Farm will have changed their brand perception and increased
their top-of-mind awareness among the target target, which in turn will lead to
an increase in new auto and renters insurance policies.
Tour Timeline
Vans Warped Tour ESPN Tailgates Times Square Minority Tour Spring Break PCB
6/10 - 8/10 9/10 - 11/10 12/10 1/11 - 2/11 3/11 - 4/11
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24. Look on the Bright
Vans Warped Tour Sponsorship
To reach a unique segment of the target
market, the Look on the Bright Side Tour will
sponsor a stage at the Vans Warped Tour from
June 25th - August 19th. This will increase
awareness and change the perception of State
Farm with over 800,000 young adults by
supporting up and coming local bands.
ESPN College Gameday Tailgate
Every Saturday during the NCAA college football
season the Look on the Bright Side Tour will be
following ESPN’s College Gameday crew around the
country. Tents will be set up near stadiums to draw in
thousands of college students and young adults by
offering free giveaways, a punt-pass-kick competition,
bean bag toss, and ladder golf. A great way for State
Farm to continue becoming a more relevant brand with
the young adult target market.
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25. Side Tou r
New Year’s Eve
State Farm will bring in the New Year with
thousands of young adults in Times Square.
The Look on the Bright Side Tour will have a
significant presence in the massive crowd.
Free State Farm branded scarves, gloves,
hats, and noisemakers will be given out to
benefit those in attendance. All the while,
millions of people will be seeing this from
their televisions at home.
Minority College Tour
State Farm will incorporate a Hispanic and Black College Tour that identifies with
growing minority populations. The tour will visit the most predominantly Hispanic
Colleges in January and Black Colleges in February during Black History Month. Tents
will be set up to promote State Farm and their insurance by offering fun events and
free branded product giveaways. The goal of this portion of the tour is to reach a
segment of the target market that could otherwise be overlooked with the other
Look on the Bright Side Tour events.
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26. Look on
Outdoor The outdoor executions in this campaign will
all relate to the Look on the Bright Side Tour stop
in Panama City Beach, Florida. As spring
breakers drive south they will see a series of
billboards within several miles of arriving.
This series of State Farm branded billboards will
creatively poke fun at how long most of the young
adults have been driving. Once they reach Panama City
Beach there will be a massive billboard spanning the
road telling them to Look on the Bright Side because
they are finally there. The excitement of finally arriving
in Panama paired with this unique execution will surely
increase State Farm brand awareness with thousands.
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27. the Bright Side Tou r
Every spring thousands of
college students head south Spring Break in
to this Florida panhandle Panama City Beach
party. A significant presence
will allow State Farm to
Sponsored Beach Stage Trash and Recycle Bins
become a more relevant • State Farm will sponsor a Look • Brand trash and recycle bins
on the Bright Side stage that will will cover the beach and
brand with the target encourage spring breakers to
be located at the most
market’s lifestyle and change clean up the beach
populated part of the beach • This will continue State Farm’s
their perception of State Farm. • Daily contests, giveaways and reputation as a responsible
live concerts will draw in brand
Concerts, contests, free thousands of young adults and
giveaways, and several other create invaluable brand Gas Cards
exposure • Before driving down to PCB,
fun promotions provided by current State Farm customers
Free Product Giveaways will be able to provide proof
the Look on the Bright Side Tour • State Farm branded cooler of their hotel reservation in
backpacks, can koozies and exchange for a $25 gas card
will surely have the spring
mardi gras beads
breakers remembering State • Useful product giveaways will MTV Presence in PCB
roam the beaches spreading • MTV’s sponsorship and
Farm as a huge part of their the State Farm name week-long televised coverage
wild and fun-filled trip to • Products will leave a lasting will provide millions of
impression when spring impressions on the MTV
Panama City Beach. breakers continue to use them
cable network
after returning home
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28. Mobile
As part of our mobile efforts we will continue to
promote State Farm’s current app, Pocket Agent.
Pocket Agent is compatible with the iPhone,
iTouch and other smartphones and has great
potential, however it needs promotion in order
to gain popularity with the target market.
In addition to the great features it already has,
we will offer the “Always Look on the Bright
Side of Life” mp3 ringtone and calendar
updates related to the Look on the Bright Side
Tour. Pocket Agent will engage the target
market and increase campaign awareness.
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29. College Intern Program
This campaign will implement a State Farm college
intern program to promote State Farm’s renters
insurance on college campuses. Four interns will be
delegated to each selected college across the country.
The primary responsibility of the interns will be to
come up with creative and innovative ways to pro-
mote State Farm’s renters insurance. After the interns
are selected, they will work directly with local State
Farm agents to help build State Farm brand awareness
through social media and word of mouth.
• Interns will work 20 hours per week for $10 per hour, along with
commission incentives.
• If students sign up for renters insurance within 30 days of signing
their lease they will receive a 15% discount off their rate.
• The interns will promote State Farm renters insurance at various
college events such as orientation, welcome week festivities and
career fairs.
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30. Media
Strategy
The Look on the Bright Side campaign is focused around the use of diverse, relevant,
and cost effective media vehicles to reach the target market. The media plan engages
our audience through digital and traditional media, grassroot, promotional events
and sponsorships. This campaign focuses on interaction between State Farm and the
target market to create a sustainable relationship and change their perception of the
State Farm brand. It will make State Farm an insurance company young adults can
more easily relate with and, in turn, increase the total number of auto and renters
insurance policies young adults hold with State Farm.
Geographic Focus
Our media strategy will be launched nationally across traditional platforms with
specified locations for designated promotional events. The areas that were chosen for
promotional events were based on the highest concentrations of the target market
within their population.
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31. Flightplan
FLIGHTPLAN May '10 June '10 July'10 Aug. '10 Sept. '10 Oct. '10 Nov. '10 Dec. '10 Jan. '11 Feb. '11 March '11 April '11 May '11
Television
MTV PrimeFme
MTV AGernoon
Cartoon Network Adult Swim
Print
GQ
Rolling Stone
Cosmopolitan
Glamour
Radio
Out‐of‐Home
Billboards
Digital
Search
Ad Network
In‐text
Mobile
Promo:ons
College Intern Program
ESPN Gameday Tailgate
Minority College Tour
New Year's Eve in Times Square
Panama City Beach Spring Break
Vans Warp Tour
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32. Media Budget
Television Unit Cost Freq. CPM Impressions Cost
Prime Time
MTV $625,000 20 $484.35 25,824,000 $12,500,000
Late Night
Adult Swim $250,000 10 $313.61 8,769,000 $2,500,000
MTV $250,000 9 $334.00 7,485,000 $2,250,000
Print Unit Cost Freq. CPM CirculaIon Cost
GQ $139,371 4 $49.73 700,565 $557,484
Rolling Stone $174,065 4 $29.47 1,476,399 $696,260
Cosmopolitan $222,400 4 $10.84 5,128,000 $889,600
Glamour $194,476 4 $15.50 3,136,000 $777,904
Radio Unit Cost Freq. CPM Reach Cost
Top 200 Markets $250 80 $8.92 5,600,000 $4,000,000
Out‐of‐Home Unit Cost Freq. Cost
Billboards $1,815 8 $14,520
Billboard CreaIon $50,000 2 $50,000
Welcome Billboard $5,000 2 $10,000
Mobile Unit Cost Freq. Cost
iphone/itouch Game $4,167 12 $50,000
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33. Media Budget
Labor & Event Expected
!"#$#%#&' Produc,on Materials Impressions Total
Internship Program $480,000 $25,000 1,300,000 $505,000
Warp Tour $238,759 $2,353,400 800,000 $2,592,159
ESPN Tailgate $65,116 $810,400 960,000 $875,516
Spring Break $325,582 $2,584,340 800,000 $2,909,922
New Years $5,427 $105,000 50,000 $110,427
Minority Tour $65,116 $325,750 120,000 $390,866
Qon,ngency $150,060
% of Digital Ad Unit Spend CPM Impressions
Media Spent Budget Search $1,000,000 $3 6,666,700
Ad Network $1,000,000 $2 500,000,000
Television $17,250,000 43%
In‐text $1,500,000 $4 375,000,000
Print $2,921,248 7% Facebook Rich Media $250,000 $6 41,666,665
Radio $4,000,000 10% Standard $100,000 $4 25,000,000
OOH $74,520 0.2% Pandora Standard $100,000 $5 20,000,000
Digital $6,400,000 16% Yahoo Standard $200,000 $7 28,571,428
Mobile $50,000 1.0% Rich Media $200,000 $9 22,222,220
ESPN Standard $100,000 $5 20,000,000
RoCalDes $500,000 1.0%
Rich Media $100,000 $7 16,666,666
ProEoDons $7,564,500 19% Flickr Standard $100,000 $6 16,666,666
FonDngenGC $1,239,732 3.0% Hulu Sponorship $1,450,000
Total $40,000,000 100.0% Site CreaOon $300,000
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