Group Members: Brandon Schuster, Emily Pembroke, Penny Miller, J. Kelly Davis, Paige Polatas, Veronica Case, and Tessa Walter.

1. We‟ve been there.
Let‟s grow together.
Brandon Schuster, Emily Pembroke, Penny Miller, J. Kelly Davis,
Paige Polatas, Veronica Case, Tessa Walter

2. Table of Contents
Executive Summary 1
Company Analysis 2-3
Community Engagement 4
Situational Analysis 5
Competitive Analysis 6-7
Consumer Analysis 8-9
Planning and Strategy 10
Creative Execution 11-12
Media Plan 13
References 14

3. Executive Summary
Farmers Insurance Group‟s current position appeals to a family oriented client base. The current position
highlights sensible insurance options, and has been under improvement to educate agents with the tools
needed to grow as a company. This message has gained the trust of the older demographic and can be
further developed in order to build a solid relationship with the consumer.
In order to expand the Farmers brand, Farmers needs to tap into a younger demographic, 18 to 26 year-
olds. In order to target that age group, Farmers needs to expand on its current campaign by positioning
the company in a relatable manner.
DaBest Advertising Agency will encompass the essence Farmers represents as a company and a
credible insurance agency and will successfully assist in growing clientele. By establishing the Farmers
name with this age group, through means of social media and other youth-related technology outlets, a
new demographic will be reached and will help Farmers be the first choice in choosing options.
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4. Company Analysis
Vision: Farmers will drive
Farmers operates in 41
innovation and operational
states with 20,000
excellence to provide the best
employees, servicing
value and experience for every Financial Health 2010
more than 15 million
customer we are privileged to -Revenue: $67.85 billion
customers.
serve. -Profits: $3.434 billion
-Total equity: $33.32 billion
Brand Identity:
Operating since 1928,
Farmers‟ main goal has
been to give lower rates
to those who drive
safely. Their foundation
started with low
coverage for deserving
rural drivers who other
companies overlooked.
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5. Company Analysis
Strengths Opportunities
-Competitive with numerous discounts -Sister company 21st Century
•Accident Free, Good Student, Dual Auto/ Home purchase -Yellow Cab partnership- “Let us drive you home this
-Offers beneficial programs to encourage safe driving holiday season”
•Y.E.S (You‟re Essential to Safety) -MTV Network partnership
•iClaim Application -University of Farmers campaign
-Seasoned clients receive top of the line rates -Ranked „Most Improved‟ in last five years
-Facebook sweepstakes for a trip to NYC
Weaknesses
-Customer reviews are lacking compared to other car insurance companies Threats
•JD Power‟s rated 3 out of 5 for overall satisfaction and ease of -Ranked 5th in market share behind major
contact competitors
-Ranked worst in claims and payment less than ten years ago -Not as well known as other insurance providers
-Could show major improvement in the financial sector -Unsuccessful SEO
•JD Power‟s rated 2 out of 5 stars in policy offerings, billings and
pricing
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6. Community Engagement
Farmers is building a sustainable, environmentally friendly state-of-the-art sports stadium,
entertainment, and premier convention center in downtown Los Angeles. The Farmers Field
project, which will be completed in 2016, will create jobs for the L.A. community, boost its
economy, and bring NFL football to the city.
http://www.farmersfield.com
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7. Situation Analysis
Farmers Business Operating Profit
Competitors Market Share
What Is Farmers Insurance?
Farmers is the US subsidiary of Zurich Financial
Allstate Services, one of the world‟s largest insurance groups,
State Farm Mutual 18.6%
10.5% and one of the few to operate on a truly global basis.
Zurich‟s mission is to help Farmers‟ customers
understand and protect themselves from risk.
Berkshire Zurich Financial
Progressive
Hathaway Inc Services
7.5%
(GEICO) 8.2% (Farmers) 6.4%
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8. Competitive Analysis
Allstate
Strength: Extremely comprehensive website detailing their insurance products with
a virtual car insurance guide. They have a diversified product portfolio.
Weakness: 2 out of 5 stars in the category of pricing, according to the 2011 JD
Power auto insurance provider ratings.
Progressive
Strength: Pet injury. “Name Your Price” program and “Immediate Response
Vehicles”
Weakness: Work inefficiencies in customer service and cost structure.
State Farm
Strength: Strong U.S. brand name, major U.S. property and casualty insurer,
extensive distribution network.
Weakness: Upon states regulation of homeowners insurance rates, State Farm
would drop their clients state wide. Resulting in clients needing to obtain new
insurance immediately.
Geico
Strength: Easy to use website. Fast customer service. Partnership with wildlife.
Weakness: Little face interaction with agents - mostly done through phone or
internet. Their current commercials are oversaturated and inconsistent.
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9. Competitive Analysis
Facebook Social Mentions as of November 27, 2011 Twitter Followers
Company Likes Mentions Percent Company Followers
Allstate 43,243 516 1.1858 Allstate 25,689
Progressive 35,985 630 1.7507 Progressive 10,130
State Farm 176,702 7,725 4.3718 State Farm 17,932
Geico 197,998 1,831 0.92476 Geico 6,816
Farmers 2,374,666 884 0.03723 Farmers 5,721
Farmers‟ competition is currently more successful at reaching the millennials through their primary source of communication.
Although Farmers has the most Facebook page “likes,” they are significantly lacking in establishing consumer interactions.
Even though Farmers has a solid database of social networking followers, their last Facebook post was Nov 7, 2011, which
was more recent than their last Tweet on Oct 21, 2011.
2011 JD Power Auto Insurance Provider Ratings
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10. Consumer Analysis
Current Consumer: The core consumers Prospective Consumer: These consumers are ages18 to
of Farmers‟ Insurance are adults with 26 and are both male and female.
families.
VALS: Experiencers (12% of pop.)
VALS: Achievers (13% of pop.)
Lifestyle Characteristics
Lifestyle Characteristics Like the new, offbeat, and risky
Lives center on career & family Like exercise, socializing, sports, and outdoors
Have formal social relations Unconforming, but admire wealth, power, and fame
Avoid excess change or stimulation Politically apathetic
May emphasize work at the expense of recreation
Politically conservative Psychological Characteristics
Extraverted
Psychological Characteristics Unconventional
Moderate Active
Goal oriented Impetuous
Conventional Energetic
Deliberate Enthusiastic and impulsive
In control
Consumer Characteristics
Consumer Characteristics Follow fashion and fads
Attracted to premium products Spend much of disposable income on socializing
Prime target for a variety of products Buy on impulse
Average TV watchers Attend to advertising
Read business, news, and self-help publications Listen to rock music
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11. Consumer Analysis
Consumer Collage
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12. Planning and Strategy
Positioning Message: The current Farmers campaign focuses
on knowledgeable agents, yet it lacks involvement and a Objective:
relationship with the new target audience. Therefore, Farmers Increase awareness, expand to
will move past “open up a local Farmers Insurance firm” non users, launch new
campaign strategy and show why Farmers Insurance will be partnerships.
the best choice to help you when you‟re in need. Farmers will
inform the 18 to 26 year-old consumer about college student
and post-grad discounts.
Single most important message:
Media Message: Social media, digital, outdoor advertising, Farmers Insurance agents are well-
television, possible print. trained, which will lead to the best
service possible over the other
Tonality: Comedic, rational, confident, happy, optimistic, competitors. When you have Farmers
realistic, contemporary, informative. Insurance, you will gain safety and
security
MarCom Matrix Integration: Advertising, public
relations/publicity, promotion, new media How will we resonate:
PR Campaign: Yellow Cab Company, press releases for MTV Farmers is an insurance company that
partnership, “Professor Burke Lecture College Campus Tour,” you can trust. They work with you on a
apparel for University of Farmers and Prof. Burke. local level. Farmers will always lend a
friendly hand to help with agents who
are very knowledgeable and educated
through The University of Farmers.
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13. Creative Execution
TV Spot:
Creative Execution: In split frames, the commercial shows the connection
As a follow up to Farmer‟s recent campaign to between the targeted age group and the Farmers agent.
rally more insurance agents, the next campaign The first frame opens with a side-by-side view of a college
will incorporate both themes into a TV commercial graduate and a Farmer‟s University graduate getting ready
and possibly YouTube videos. This spot will help in their cap and gown for their graduation. The second frame
capture the essence that Farmer‟s agents can is a side-by-side view of the graduates sitting in their seat
relate to where recent college graduates are, and waiting for their name to be called. The third frame is
they can help them make the transition to their another side-by-side view of the two standing after their
own policy. names have been called and the fourth slide is of them
walking across the stage to their deans. The fifth frame is of
Webisode/YouTube: the two getting ready to shake the hands of the deans and
A potential webisode or YouTube video could the camera closes up into the actual handshake. In the sixth
elaborate on the theme of the TV spot and make it frame, the camera pans out and shows that the now recent
into a movie trailer-esque video. It would be called college graduate and the recent Farmer‟s agent are shaking
something along the lines of “The Graduates” and hands. The side-by-side shot that was consistent throughout
would include of an overly dramatic feel of the the entire spot is diminished in the last frame. The last frame
graduation to incorporate humor to the video. fades out into the Farmer‟s logo with the tagline: “We’ve
been there. Let’s grow together.”
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14. Creative Execution
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15. Media Plan
Promotion: Farmers cares and wants their
Social Media: Create Facebook “like” clients to be safe and not drink and drive.
page and Twitter account for Professor If a client presents their Farmers
Burke. He will update words of wisdom to Insurance card during the holidays, they
his “students,” who are agents and clients. will receive a 50% discount on their cab
fare.
Brand Farmers with MTV and Farmers clients will
MTV Networks owns create the “MTVU Student be able to receive
J.K. Simmons, the actor who
Ratemyprofessor.com: Create Discount.” This will be similar to portrays Professor Nathaniel reminder alerts
a profile page for Farmers‟ the student discount Farmers through text or smart
Burke, can guest star in
spokesperson Professor already has, but marketed with phone app for
various MTV scripted shows
Nathaniel Burke. Students can MTV. This is meant for college account updates and
as himself. In addition,
“rate” him during heavy students and post- grads up to when payments are
Farmers “Graduation”
promotions during class age 26. Clients will be able to get due.
commercial will air on MTV
registration (middle-to-end of “Extra Credit Discounts” for having Networks.
the semester). an internship, job or a qualified
GPA.
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16. References
 http://www.zurich.com/aboutus/whatwedo/farmers/
 http://www.zurich.com/aboutus/ataglance/financialhighlights/
 http://www.carinsurancecompanies.com/what-are-the-top-10-car-insurance-companies-by-market-share/
 http://www.farmers.com/about_farmers.html
 http://en.wikipedia.org/wiki/Zurich_Financial_Services#cite_note-AR2010-0
 http://www.facebook.com/progressive
 http://www.facebook.com/Allstate
 http://www.facebook.com/geico
 http://www.facebook.com/statefarm?ref=ts
 http://www.facebook.com/FarmersInsurance
 http://www.carinsurancecompanies.com/
 http://www.farmersfield.com/#
 http://www.globalbusinessinsights.com/content/rbfs0060m.pdf
 http://laurennp.files.wordpress.com/2009/05/imc_geico-case-study.pdf
 http://www.brandchannel.com/papers_review.asp?sp_id=357
 http://www.globalbusinessinsights.com/content/rbfs0060m.pdf
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