1. like a good
state
farm
is there
neighbor

3. amber Rushton
ashley Novak
bethany watterson
brittany perez
brittany platts
bryce Allen
bob lebaron
cara gessell
christine ross
creighton Herrmann
02 executive summary
04 situation analysis & SWOT
05 research methodology
06 competitive analysis
07 perceptual maps
08 the target market
10 consumer insights
12 overall strategy
13 brand model
14 phase 1
18 phase 2
22 phase 3
28 media plan
32 conclusion
contents 01
advisors:
kevin kelly
mark callister
jeff sheets
danielle Morgan
jacqueline Furniss
jayson mckeon
jenna lowder
jessica gee
julie lisonbee
katie Goodfellow
kelsey carter
liz teran
mary houghton
matt godfrey
rebecca anderson
sarah richardson
stephanie Mullin
steve hunt
suzanne sanchez
taylor Donohoo
trevor McKinnon

4. EXECUTIVE SUMMARY02
HERE’S THE STORY.
Young adults don’t think agents are for them.
Ironically, those who have actually worked with an agent,
would disagree. But the majority of young adults feel more
comfortable working online, getting the bare minimum,
and checking the box saying they now have insurance.
Young adults see car insurance as a legal responsibility and probably wouldn’t have
it otherwise. Because of this attitude, young adults know very little about car
insurance. Many don’t understand their coverage, what happens if they get in an
accident, or what their best options are. The interesting thing is that they don’t care.
They are blissfully ignorant and okay with that.
When they have a test on Hamlet, but didn’t actually read the play, they go to
SparkNotes. When they lose their key and are locked out of their room, they
YouTube videos on how to pick a lock. And when they are arguing with a friend
about what year the Spanish War was fought, they go straight to Wikipedia.
This generation has information at their fingertips and not in their brains.
The agent should be their go-to for insurance information, but they are not.
Remember why?
HERE’S
WHY

5. 03Executive summary
You gave us this challenge: “[The] overall goal is to gain State Farm’s fair share
of the Young Adult market by changing the perception of State Farm among
Young Adults, which will then lead to consideration of the brand and purchase.”
We agree. And in that order.
But if you think you can change the perceptions of this complex, mobile,
multi-tasking, fickle, “seen it, been there” target with a “one size fits all” kind of
campaign, you don’t know these Young Adults.
It’s going to take a multi-faceted series of messages, launched on
specifically targeted phases, on a variety of platforms to break down the
harsh misconceptions these Young Adults have about State Farm and
its agents.
Once perceptions are changing and Young Adults are open to consider
how agents can add value, we then introduce a sales-oriented campaign
with a sustained message that will make the State Farm agent matter in
their insurance policy purchasing process.
Young Adults don’t think agents matter.
Agents are seen as stodgy, pushy, and out of touch. And the
last thing Young Adults want is any kind of commitment.
HERE’S THE PLAN.
HERE’S
HOW

6. Auto insurance is a multi-billion dollar industry. The market was projected
to grow 3.7% between 2008 and 2013. While companies such as GEICO,
Progressive, and Allstate have outpaced market growth, State Farm’s growth
has been flat.1
Translation: Staying the same while the rest of the market is growing is
essentially the same as shrinking, which is why State Farm has seen its
market share slip by 7.8% between 2003 and 2007.1
This is a big problem.
Since 1922, State Farm has been “a good neighbor” in the insurance
industry, and most individuals, regardless of age, recognize the phrase, “Like
a good neighbor, State Farm is there.” Despite this, the “neighbor” concept
does not resonate with many young consumers. They might respond, “Who
is my neighbor and why do I care?” This demographic does not know their
neighbor and is not looking for a personal relationship.2
Research has shown that State Farm is typically more appealing to an older
demographic who is more established and prefers to do business with an
agent face-to-face.3
Young adults prefer to purchase insurance online,
however State Farm does not have a strong presence in this area, and
consumers are unsure whether they can purchase online.4
In recent years, young adults have turned to Progressive, GEICO, and other
insurance companies because of the youthful feel of their advertisements,
their seemingly cheaper prices, and their online accessibility.5
Because of
this, competitors pose a great threat to State Farm’s market share.
STRENGTHS
• Largest insurance company in the nation
• Strong brand history and recognition
• Knowledgable and resourceful agents
• Strong history reinforces trustworthy perceptions in
younger demographic
WEAKNESSES
• Harsh misconceptions of insurance agents
• “Good neighbor” does not resonate with younger
demographic
• Weak online presence
OPPORTUNITIES
• Develop online presence that will relate to the
younger consumer
• Increase market share by disproving negative
perceptions of agents
• Position the agent as a solution to the intimidating
purchasing process
THREATS
• State Farm scores low in ad recall with young adults
in comparison to competitors
• The agent-model is challenged by the online model
of competitors
• Competitors are viewed by demographic as more
inexpensive when that is not necessarily true
Situation Analysis & SWOT04
YOUNG ADULTS
DON’TFULLY APPRECIATE THE
BENEFITS
OF HAVING AN
AGENTR ATHE R THAN
PURCHASING ONLINE.
1 Best Review, Ad Wars. 2008. EBSCO
2 BYU Ad Lab Quantitative
3 Mintel 2009 Case Study, “Perceptions of Insurance Agnets”
4 BYU Ad Lab Qualitative
5 http://www.statefarm.com
2

7. 05Primary research: methodology
* A friendship group differs from a traditional focus group in that all participants were already friends,
fostering a more honest and open discussion. They were held in one of the participants’ homes, allowing
for a more comfortable and less intimidating setting.
NATIONAL SURVEY
47 STATES
1465 respondents
(from target market 18 to 25)
Majority are full-time students,
live with roommates, and/or
work part-time
IN-depth interviews • 37 interviews with target market (18 to 25)
• Participants from various states
friendship groups* • 9 different groups of target market (18 to 25)
• Participants from various states
• Videotaped and logged for in-depth analysis
ethnographIES • 3 ethnographic research studies
• Study of the target (18 to 25) in their natural environment
• Observations of life, interactions, and lifestyles were
interspersed with questions
• Participants from various states, interactions, and lifestyles
• Videotaped and logged for in-depth analysis

8. 1 Mintel 2009 Case Study, “Market Size and Forecast”
2 BYU Ad Lab Quantitative
3 BYU Ad Lab Qualitative
06
AllstatE
You’re in good hands.
Allstate is the second leading insurance provider behind State Farm.1
They have
a strong market position in property and casualty insurance. Allstate is well known
among consumers for their brand tagline “Are you in good hands?” targeting an
older, more established demographic.
Progressive
Helping you save money. Now that’s Progressive. Call or click today.
Progressive is widely known for their auto insurance coverage. Progressive is
popular among young adults for their online quote and purchasing capabilities,
along with their 24-hour service. Recently, Progressive has used the up-beat and
perky spokeswoman Flo to target the younger demographic.
Geico
Fifteen minutes could save you fifteen percent or more on car insurance.
While Geico is only the fourth largest auto insurance provider,1
young adults see
it as the largest auto insurance provider today.2
Geico has positioned
themselves as the lowest cost providers of auto insurance compared to other
agencies. Geico also scores very high in ad recall, proving the effectivenes of an
off-beat and creative advertising strategy. The target market feels that the gecko,
caveman, and other varied spokesmen are better aimed at their demographic.2
Nationwide
Nationwide is on your side.
Nationwide is one of the largest multi-line insurers, and is the six largest provider
of auto insurance.1
Nationwide is not as recognizable for their auto insurance
policies but more for their property-casualty insurance and life or retirement
savings. Nationwide does not have a strong a brand position among the young
adult age demographic because of their more mature advertising tone.3
COMPETITIVE ANALYSIS

9. 07competitive analysis: consumer perceptions
We asked all survey participants to select which
insurance companies’ advertisements (of any
medium) they recalled seeing and then asked
them to describe the ad; 89% of respondents
recalled GEICO ads, 78% recalled Allstate ads,
62% recalled Progressive ads, and 59% recalled
State Farm ads.
GEICO and Progressive are perceived as the
preferred insurance companies for young adults.
Participants in friendship groups and ethnographies felt that GEICO
and Progressive were targeting their age group more than other car
insurance companies, such as State Farm, Allstate, and Nationwide.
They cited the humorous tone and high dose of creativity of the
advertisement campaigns as reasons why they felt this way. This is
reflected in ad recall, as the majority of survey participants recalled
GEICO and Progressive advertisements.
State Farm
ranks
4thin ad recall
The perceptional map above demonstrates the position of State Farm and it’s leading competitors in the minds of
the young consumer. The position of the brand is in relation to the perceived cost and trendiness. In comparison
to the competition, the State Farm brand is considered somewhat outdated, and is lumped more closely with the
perceived costly brands. The dashed, red box represents our desired position, one that is more in-touch and more
accurate.
inexpensive
expensive
outdated in-touch

10. ...this is the estimated target consumer base. They are generally
considered “multicultural” with one in three considering themselves
non-Caucasian. The median household income of this group is $30,000
annually.1
These young adults are in a transitional time in their lives. They have
begun to move out of their parent’s home and support at least 50% of their
own expenses. When looking at the independents current situation, 60%
are in college and 56% are working full time.2
They are also the Facebook
generation—meaning much of the social interaction is via social media
websites and texting.
As the target advances into their 20’s, their earning capacity increases and
they feel a greater sense of financial responsibility. They begin to track
where their money goes and become more price sensitive and base their
choices on getting the best value for their buck.
The target’s price sensitivity and their familiarity with the Internet in deal
shopping, weakens their loyalty and makes them uneasy about
committing to one company. The target is more likely to shop for insurance
than other population segments,3
which is critical because half of those
who “go shopping” for insurance end up switching providers.2
TARGET MARKET: who are they?
50%pay for their
own expenses
60%are college
students
56%work full-time
50%of those
shopping for car
insurance end
up switching
providers
33 million independent
American men and women
between the ages of 18-25...
08
2
1 Mintel 2008 Case Study “Spending Power of Young Adults”
2 State Farm AAF Case Study
3 Mintel 2009 Case Study “Auto Insurance Purchase Behavior”

11. 09TARGET MARKET: the novice adult
This target of Young Adults are at the most transient time in their lives. They are on the brink of
adulthood—moving, growing up, making big decisions, and taking their first few steps in to “the real
world.” For this reason, we call this demographic the Novice Adult.
Our primary and secondary research has painted a psychographic picture of the Novice Adult, their
behavior, and what’s important to them. However, it would be a mistake to think that 33 million young
adults feel, think, laugh, or care about the same things. For this reason, we have gone deeper, and we
will introduce you to three types of Novice Adults that you should understand.
They have had a job since
they were 15. Their parents taught
them financial responsibility. They moved out
right after high school graduation and are used to
making decisions on their own. They engage in fun and
enjoyable recreational activities, but also have great
interest in financial news and advice that will help them
manage their money in challenging economic times. The
Go-Getters are more likely to be married and usually have
more money and possessions than other segments of
Novice adults. 1
These Novice
Adults have enjoyed
the generosity of their
parents until the ripe old age
of 25 when legally they are kicked
off of their parents insurance. Many
Neverland Adults still live with their
parents or other relatives. Because of
this, they have next to zero financial
responsibilities and don’t make many
financial decisions. Because of their lack of
prior buying experience, Neverland Adults
will likely embrace help in making
important purchases.1
These adults are
juggling between
school, work, and a social
life. They are entrenched in
social media and thrive on word of
mouth. As a result, Multi-tasking
Academics rely heavily on their social
networks for advice on making purchase
decisions. They are very integrated into
social media. Many have had few
financial responsibilities of their own, but
have enjoyed the help their parents have
provided while in college. They are now
graduating and it’s time for them to
make their own way in the world. 1
Shared perceptions,
opinions, and core desires
in relation to State Farm
and the agent.
The
multi-tasking
academic
The
Go-Getters
The
neverland
adult
1 Mintel 2008 Case Study “Spending Power of Young Adults”

12. 10 CONSUMER INSIGHTs: insurance
Most young adults have car insurance
because they “have to.”
When asked why they have car insurance, the majority of
respondents stated that it’s because the law requires them
to have it. However, a large majority also stated that they have
it “just in case something happens.” Almost all respondents
(96%) felt it was important or very important to have car
insurance. Although they are most inclined to have car insurance
because of legal responsibility, they recognize that having
insurance is necessary and important.1
“THERE ARE A LOT OF THINGS I DON’T KNOW ABOUT, BUT I DON’T
LOSE SLEEP OVER IT”
One objective of our primary research was to understand how much the target
knew about insurance. We discovered they don’t know much. When respondents
were asked to rate their knowledge of car insurance on a scale from 1 to 7
(1 being “clueless”, and 7 as “expert”) the average knowledge of respondents
was 3.8, which was below “average amount of knowledge.” Those that rated their
knowledge anywhere above “average” were asked a second ‘pop quiz’ question
about car insurance. Only 10% of that group could answer the question.1
Now that you understand the complexity of Novice Adults, we’d
like to share our crucial findings that revealed the consumer’s most
interesting insights on the topics of insurance and agents.
major life milestones prompt insurance purchase
For this age group, the first insurance purchase is usually
accompanied by a major life milestone. Examples of such for these
adults are: getting their own car (45%), marriage (37%), and getting
a full-time job (16%).
Those without car insurance predicted that they will get their own
policy in the same, or similar, situations. The highest anticipated
milestones for purchase were: marriage (51%), graduating college
(36%), or buy their own car (30%).1
9 out of 10 young adults
have average or below
average knowledge
about car insurance.
1 BYU Ad Lab Quantitative
45%bought a car
37%got married
51%getting married
36%graduating college
actual milestones anticipates milestones
86%of young adults
live in blissful
ignorance
1
Most young adults have car insurance because they “have to.”
When asked why they have car insurance, the majority of respondents stated that it’s because the law requires them
to have it. However, a large majority also stated that they have it “just in case something happens.” Almost all
respondents (96%) felt it was important or very important to have car insurance. Although they are most inclined to
have car insurance because of legal responsibility, they recognize that having insurance is necessary and important.1

13. 11
novice adults don’t see a reason to build a relationship with an agent
Customers initiate contact with agents most often during moments of crisis, such as a car accident, natural
disaster, or as they are reaching one the “major life milestones” that we discussed before. These are the few
situations in which the Novice Adult believes it is most important to have an agent, but even then, they still don’t
seek one out. When asked which aspects of insurance companies were most important in the consideration
process, only 44% of respondents felt that a personal agent was important. The negative perceptions of the
agent, and the perceived level of commitment involved with having one, discourage the consumer from seeking
the help of an agent when they need one the most.1
CONSUMER INSIGHTs: agents
“INSURANCE AGENT”
doesn’t solicit positive responses
from the target market.
Agents are seen as out of touch with the Novice
Adult. They are perceived as pushy and salesy.1
1 BYU Ad Lab Quantitative
When asked what comes to mind when they
hear the term “insurance agent”, only 26%
of the responses were positive.1
Currently, the majority of people either view agents in a
negative light (33%) or associate them with an abstract
neutral term (59%). However, young adults who have
had no previous experience or interaction with an
insurance agent, hold the majority of negative
perceptions of insurance agents. The ethnographies
and friendship groups showed that many people with
previously negative perceptions of an insurance agent
later change to a positive perception once they have
personal interaction with an agent.1
There is a statistical
difference between
males and females
in their preference of
insurance agents.
Women
prefer
setting
up
their
policy
with an
agent in
person

14. overall strategy12
The first two phases of our campaign break down the harsh misconceptions of agents,
demonstrating that the State Farm agent is an up-to-date and trustworthy resource.
Once these barriers have been broken down, phase three communicates a
sales-oriented message that demonstrates the knowledge and resourcefulness of
the State Farm agent. By reaching out to the Novice Adult through multiple phases,
avenues, messages and executions, we greatly increase the likelihood of our message
being not only heard, but acted upon.
BARRIER 1:
AGENTS ARE out of touch
BARRiER 2:
AGENTS ARE PUSHY SALESpeople
BARRIER 3:
agents are not necessary
We now have a basic understanding of the insights that explain the perceptions
and behavior of the Novice Adult. These findings are crucial in understanding the
development of our campaign strategies. We gave you a lot of information to
process, so let’s recap...
In order to change misconceptions and gain market share, State Farm needs to break
down these barriers. But the Novice Adult cannot be reached so easily. Over exposure
to every kind of media has turned this market into passive receivers of all types of
messages. They are not shocked. They are not impressed. They are not interested.
HOW DO THESE FINDINGS
RELATE TO THE PLAN?
phase 1:
agents are not out of touch
phase 2:
agents are trustworthy
phase 3:
agents are a knowledgeable
and necessary resource
WHAT
are we
upagainst?
the solution:
a multi-faceted
campaign

15. 13brand model
Current Brand Position State Farm is like your grandparents–respected and
trustworthy. But just because you are related to them,
doesn’t mean you relate to them.
Desired brand position State Farm is like your approachable college professor.
They are a top of mind resource for immediate help and
pertinent information when it matters most, but when that
time of need has passed, they happily keep their distance.
Conceptual Target The Novice Adult -- on the brink of adulthood
These 18-25 year-olds are approaching or already engaged in
some of life’s major decisions: moving out, attending college,
working a full-time career, getting married, or making major
purchases like a car or home. They are excited by the
opportunities that make them feel like they have finally arrived at
responsible adulthood, yet they lack experience and as a result
feel vulnerable. They have a deep desire to maintain an outward
self-reliant appearance. They welcome advice only in times
when they need it. This explains why they are becoming
increasingly impersonal in their communication and
relationships. Convenience now means interaction through
platforms they are most familiar with—online and to the point.
Core Desire We don’t want to know, we want to know someone who does.
Novice Adults are naïve, but they have a network. They are
blissfully ignorant about car insurance, but they are perfectly okay
with that because they know someone who does. They don’t care
to be taught or to understand; they simply want fast and clear help
from someone when they need it most, and not to be bothered
when they don’t.
Role of the Brand Our agents know.
The agent is more than just the neighbor you never bother
to meet. The agent plays a significant, yet non-intrusive, role in
some of the most intimidating decisions that Novice Adults have
to make. When faced with high-pressure, nerve-wracking
situations, State Farm agents are there with answers.
Compelling Truth State Farm agents are connected to you; they have all the
knowledge you will ever need when it comes to your car
insurance but can process the information most pertinent to
you and your situation faster than a computer can. State
Farm offers competitive pricing and can protect all of your
belongings, not just your car.
Selling Idea State Farm agents matter. They know and care, so you don’t
have to.

16. PHASE 1: s.t.a.t.e. farm14
Phase 1 demonstrates that the State Farm agent is up-to-date and on-the-ball. This is
accomplished through a humorous, contemporary and humanizing portrayal of the agent
through a character named Sarge, the tough-nose drill sergeant.
Sarge runs a tight ship at S.T.A.T.E. Farm, the Special Tactical Agent Training
Establishment Farm, where agents are put through rigorous army-like paces. But instead
of toughening up these “recruits,” Sarge makes sure these agents are sensitized to
everything Novice Adults care about—being quick-witted, socially relevant and Internet
savvy.
The Farm video will start virally and have a strong interactive online presence, then
reach out to more traditional media channels on network and cable. A co-sponsorship
with Electronic Arts will integrate Sarge into popular gaming titles. Sports and gaming
magazines will advertise the co-branded game. State Farm agents will also play along
receiving in-house promotional diplomas after graduating from a virtual version of The
Farm.
In this way Phase I chips away the ice of the deep freeze created by years of ignoring
that the Novice Adult could not relate to stodgy out-of-touch State Farm agents.
BREAKING DOWN
BARRIER 1
RIGHT
This pilot commercial introduces the
Special Tactical Agent Training Establishment
Farm or S.T.A.T.E. Farm and its Head
Instructor. With a mockumentary style and
exaggerated intensity this video will appeal to
our humor-seeking target market.

17. 15PHASE 1: s.t.a.t.e. farm
Shot of the outside of the
building.
Across the bottom: “Special Tactical Agent
Training Establishment aka S.T.A.T.E.
Farm 15:12:23”
Sarge: “Here at the farm, we make agents.” Sarge: “Describe yourself in three seconds.
Go.”
Sarge: “We train our recruits to be quick on
their feet...”
Group of recruits running up stairs.
Camera zooms up and falls
on instructor peering down
through the window.
Sarge: “...sensitive in every situation...”
Recruit walking with disguised
instructor. The recruit opens the
door, walks through, but fails
to hold it for his ‘date.’ The door
closes as the sarge rips off his
wig and makes negative notes on
his chart.
Sarge: “...and socially relevant.” Sarge walks behind a long table
of computer stations.
Stopping to read the facebook stasuses, he
says: “Too vague, too long... TMI.”
Sarge: “Not everybody makes it through. But
those that do will be able, will be ready, will
be there.”
Sarge: “Kind of like a good neighbor...”
Looks to side, clicks his pen,
makes notes on clipboard.
S.T.A.T.E. Farm is stamped and
tagline is typed across screen as
the instructor is heard breathing
through his whistle.

18. 16
To encourage more online interaction between
our target and State Farm, we developed a
microsite: http://www.enterthefarm.com
They can also browse agent profiles and read about their
experiences. After they understand more about the agent and
State Farm, they are able to redirect to the main page where
they can request a free quote.
The site explains more about
“S.T.A.T.E. Farm” so the consumer
can read up on what the training
facility and its agents have to offer.
PHASE 1: s.t.a.t.e. farm

19. 17
Because State Farm already sponsors NBA
and NCAA basketball, the State Farm
co-sponsorship with Electronic Arts is a
natural fit. State Farm will team up with EA
Sports to sponsor pre-game commentary and
a “State Farm play of the game” in sports
games for XBOX 360.
Four-Way Partnership
Because State Farm already partners with
NBA and NCAA basketball, a new partnership
with State Farm and Electronic Arts is a
natural fit. Neverland Adults, Multi-Tasking
Academics, and Legacy policy holders will
love playing these popular video games.
They will begin to think of State Farm as a
more trendy insurance company due to this
strategic alliance.
State Farm will also advertise a special
game feature in popular gaming and sports
magazines. Gamers will be able to enter a
secret code in their games to play as Sarge
from The Farm. Sarge will be a force to
be reckoned with as he takes on stars like
LeBron James and Kobe Bryant.
As an in-house promotion, current State Farm
agents will each go through a virtual training
process at “The Farm.” Upon completion of
training, each agent will be given a S.T.A.T.E.
Farm diploma, representing their tactical
expertise in communicating with the Novice
Adult. This will excite current State Farm
agents and encourage them to carry the
light-hearted tone of the campaign throughout
their personal work.
PHASE 1: s.t.a.t.e. farm

20. 18 phase 2: define the relationship
Tackling the task to transform the misconception of an agent from a salesperson to a
trusted resource is essential. Phase one forms a crack in the Novice Adults’ negative
perceptions concerning State Farm agents and Phase two of our campaign shatters the
glass. Because Novice Adults desire to be confident and in control, a relationship with
insurance agents has to be on their terms—casual, comfortable, and non committal.
In order to accomplish this, we offer the target the upper hand. Sure, they think our
agents are pushy, now we want to give them access to redefine them. We extend the
invitation to keep the ball in their court with their insurance agent, and call the shots.
Phase two introduces a creative concept we title “dtr: define the relationship.” Novice
Adults say they don’t like insurance agents, or salespersons. As this is the case, we are
now allowing them to draw the lines. In essence, we dispel the negative stereotypes and
communicate the benefits of an agent in their own language, keeping it relevant and
worthy of attention.
After the slightly male-skewing messaging platform and viral presence in Phase one is
complete, Phase two will take a pervasive traditional approach and skew slightly more
female. Infiltrating the media where we find the target spending the majority of their
time, we will implement creative use of magazine advertising with a series of interactive
sticker ads, an engaging advertorial article about relationships coming from State Farm,
and non-traditional public transit and outdoor advertising for the Novice Adult on the
go. The agent relationship will be redefined online with user generated additions to
UrbanDictionary.com and an addition to the Facebook Relationship Status.
BREAKING DOWN
BARRIER 2
RIGHT
Our not-so-traditional print ads kick-start our
campaign. The right side of the print requests the target
to utilize the interactive stickers on the left. Each sticker,
when peeled, reveals the State Farm agents’ promise
to hold their end of the bargain. The intentional use of
stickers provides opportunity for the target to spread the
brand, by applying extra stickers onto friends.

21. 19phase 2: define the relationship

22. 20 phase 2: define the relationship
A series of ADVERTORIALS will catch the attention
of Go-Getters and help solidify the benefits of defining
a relationship with a State Farm agent.

23. 21phase 2: define the relationship
The Multi-Tasking Academics
are found on the road or taking
the bus to school. Bus seat
advertisements playfully ask
passengers to pick a personalized
definition for their ideal insurance
agent, and take a seat in the
corresponding spot.
URBAN DICTIONARY
The campaign generates new perceptions
of a State Farm insurance agent. Now State
Farm would like to extend the challenge of
redefining an agent to the target market—quite
literally. Contestants may submit their personal
definition of a insurance agent on
www.urbandictionary.com. Entries will be
monitored and the top three selected winners
with the best definitions will recieve free auto/
renter insurance for an entire year.
FACEBOOK STATUS
The ultimate DTR is found on Facebook.
State Farm will create an entirely new
Facebook “Relationship Status” category titled
“Hanging” (with). Through Facebook ads and
relationship status requests, young adults
will learn that they must accept the newest
relationship request and prove that they are
“Experimenting with State Farm,” for a chance
to win a month free of State Farm auto/renter
insurance.

24. 22 phase 3: state farm is there
Phase 3 is paramount in making the agent matter to the Novice Adult. After Phase 1 and
Phase 2 break down misconceptions, Phase 3 is the pay off, introducing a new type of
State Farm agent, one they can believe in.
Once the target sees the “humanized” face of the brand, it’s time to help them
believe they can turn to a State Farm agent for all of their insurance needs. Phase 3
contemporizes the agent by utilizing relevant situations and offbeat humor to show
Novice Adults the State Farm agent is there for them.
Additionally, we have contemporized the State Farm slogan. Instead of associating the
agent as a “good neighbor”—a phrase which has little relevance to this target—Phase
3 gives “Like a good neighbor, State Farm is there” new meaning by encapsulating
characters and situations that resonate with Novice Adults.
Playful print executions and wallscapes redefine “Good neighbor” in terms Novice Adults
can understand. Viral videos, TV commercials and radio spots demonstrate how the
agent fits seamlessly into the lives of the target audience, giving pertinent advice and
compassionate service with a good dose of humor. Through a clever use of Twitter,
Novice Adults find themselves engaged with the brand.
Phase 3 is versatile and sustainable. It is here we introduce sales oriented messages for
auto insurance, highlight renters insurance, reinforce legacy policy holders, and ensure
retention of loyalists.
BREAKING DOWN
BARRIER 3

25. 23phase 3: state farm is there
WWW.STATEFARM.COM
STATE FARM IS THERE.
WWW.STATEFARM.COM
STATE FARM IS THERE.
LIKE THE KNOW-IT-ALL
IN BIO1010 WHO YOU DIDN’T APPRECIATE
UNTIL HE WAS YOUR LAB PARTNER,
WWW.STATEFARM.COM
STATE FARM IS THERE.
LIKE YOUR BIG BROTHER
THAT TAUGHT YOU TO OPEN THE
STUBBORN PICKLE JAR WITH A RUBBERBAND,
,
These magazine ads contemporize the State Farm
agent by translating “good neighbor” into Novice Adult
terminology.
Through the use of simile that resonates with the
target market, boyfriends, roommates, and trendsetters
represent the good will and superior knowledge of
State Farm agents.

26. 24
LIKE YOUR FIRST GIRLFRIEND
CHERRY STEM IN A KNOT,
THAT TAUGHT YOU TO TIE A
STATE FARM IS THERE.
www.statefarm.com
Wallscapes will be featured on natural
backgrounds not usually associated with advertising
messages, such as brick walls on street corners,
wooden fences, bridges, overhangs, subway
stations and other high-traffic pedestrian areas and
local hot spots. Wallscapes will be an especially
powerful tool for promoting renters insurance in
urban areas.
PARTNERSHIP
State Farm will partner with Six Flags amusement parks by
advertising in front of the seats and on the safety bars of various
rides. Text printed on roller coaster safety bars will draw an
emotional response from Novice Adults when they read, “Like the
safety bar that held you the day your world turned upside down,
State Farm is there.”
phase 3: state farm is there

27. 25
Twitter
The Twitter initiative will play off of the blissful ignorance of Novice Adults and give State Farm a chance to
interact with the target market. By using a hash-tag subject grouping (ex: #clueless, #ignorant, or #confused),
a Twitter user would be able to ask any question to which they need to know the answer and use a hash-tag
such as “#clueless” to get a response. The State Farm Ignorant (SFIgnorant) Twitter feed would then search
out #clueless, #confused, or other blissful ignorance-related hash-tags, and respond to each user’s question
with an answer.
Example: @lizterrain: my eye won’t stop twitching, how can I fix this?? #igorant
@SFIgnorant: @lizterrain eye twitching is a sign of potassium deficiency. Eat a banana.
@chrisbourne: locked my keys in my car! #imanidiot
@SFIgnorant: @chrisbourne it’s your locky day. the police will jimmy the lock for free.
This is both a useful and humorous way of connecting State Farm with the internet savvy Novice Adults. Soon,
the SFIgnorant twitter feed would be the top of mind place to get an answer to any type of question, serious or
not.
STATE FARM PARTNERSHIP WITH KAPLAN SCHOLARSHIP
State Farm will partner with Kaplan test-prepping service to provide scholarships to Novice Adults for Kaplan
online courses and for graduate school review courses. These classes will help prepare Novice Adults for
higher-education entrance exams such as the GRE, GMAT, LSAT, MCAT, and DAT.
To be eligible for the scholarship, Novice Adults must enter the “State Farm is There” video competition hosted
on YouTube. Applicants will be required to submit a video demonstrating how they were “there” for a person
in need by acting as a knowledgeable or helpful resource. Scholarships will be awarded based on which
videos have the most views and whether they follow the requirement to show acts of providing knowledge or
service. This will spread State Farm’s attitude of helpfulness to Novice Adults and allow them to enrich their
communities through acts of kindness.
By setting aside $3 million for scholarships, Novice Adults will feel State Farm’s genuine commitment to
their success. This co-sponsorship is key because it focuses on a portion of the target market interested in
furthering their education. The Multi-Tasking Academics and Go-Getters pursuing undergraduate, graduate
and professional degrees will have increased earning potential as they enter the workforce and will likely own
homes and cars, and in turn purchase home, fire, life and car insurance. The scholarship will have
long-lasting benefits of loyalty because Novice Adults will remember that “State Farm was there” to help make
their education possible.
phase 3: state farm is there

28. 26
Radio spots such as this will air in a national radio campaign. Radio easily adapts the creative
concept to promote renters insurance utilizing humor and familiar music to make the State Farm
agent matter. “The Jumper,” a hit song from the 90’s playing at the beginning of the spot, engages
the Novice Adult from the get-go. The creative delivery keeps them entertained throughout the
commercial. These radio spots confirm to current State Farm policyholders that the brand they
chose is contemporary and relevant.
:00 Music: “The Jumper” by Third Eye Blind (lyrics: “I wish you would step back
from that ledge my friend...everyone’s got to face down the demons”)
:03 Man: (singing, badly) “Everyone’s got toothpaste down the demons!”
:04 SFX: a crowd boo-ing, and the music cuts out sharply.
:08 VO: You are ignorant. Everyone does not have “toothpaste” down the
demons. But luckily, your music enthusiast friend provided you with the right
words just before your big karaoke debut at O’Leary’s. Later, you return home
from your sing along escapades and realize someone jacked all your stuff.
:20 Man: “Ah!”
:21 VO: But, you can step back from that ledge my friend, (SFX third eye blind
song comes back in) because your State Farm agent provided you with
renters insurance that covers theft, and your agent understands.
:24 SFX: dialing
Man: Hello?
:25 VO: And like your lyric-savvy friend who cured your Third Eye Blind-ness,
State Farm is there.
1 Mintel 2009, Young Adult Leisure Trends
RIGHT
Research has shown that “creative information delivery or video editing can make a straightforward
message seem ‘cool’ and more interesting” 1
to Novice Adults. Short videos like this one will be
created and put on Hulu and YouTube.
Rapid-fire narration and quick-cut editing give edge and humor to this portrait of a Multi-Tasking
Academic coming face-to-face with his blissful ignorance. The State Farm not only understands the
not-so-innocent victim, he’s the master of calm and coolness who saves the day with his superior
know-how and genuine support.
phase 3: state farm is there

29. 27
scene of twenty-something Nate waking up, sits up in bed, yawns loudly, walks into bathrom.
You are ignorant. You have no idea how to get rid of a hickey, and you never cared cause you
never needed to. Until that day...
cut to Nate looking in the bathroom mirror at the enormous hickey on his neck
...that girl Janice...
cut to picture of Janice
...left one the size of a baseball...
cut to baseball on Nate’s desk
...on your neck. Enter Jeff...
cut to roommate Jeff making grand entrance into the room
...your “experienced” roommate...
freeze frame of Jeff, making “bro”ish expression...the words “The Big Sleaze” appear on the screen.
...who knows exactly...
cut to close up of Jeff’s hand’s unrolling a “kit” with comb, tweezers, lotion, chapstick, etc.
...what to do. Luckily, Jeff’s stroke...
cut to tight shot of Jeff scraping a hair comb against the hickey on Nate’s neck
...of genius is just in time for lunch with Heather...
cut to picture of Heather
....your girlfriend. Who is Janice’s...
cut back to first picture of Janice
...best friend...
zoom out of picture, its a picture of the two of them, Janice’s arm around Heather.
...who never saw...
cut to Nate and Heather (later that day) cuddling on the couch.
...evidence of a hickey...
camera does quick zoom to Nate’s neck, no hickey visible.
...but later...
Nate gets up from the couch
...found one of Janice’s...
same picture of Heather and Janice
...trashy acrylic nails...
zoom into Janice’s hand around Heather (see her trashy nails)
...in the crater...
back to Heather on the couch, leans over where Nate was sitting and finds acrylic nail
...of your butt impression.
SFX of loud slapping noise over black screen
...Exit Heather.
cut to empty couch, Nate stands nearby, alone.
...As you are recovering...
Nate holds ice pack to the side of his face
...you hear what sounds like a baseball...
cut back to Nate’s desk–the baseball is gone.
...going through your car windshield.
SFX of glass breaking. Camera cuts to shot of Nate’s feet, the ice pack comes crashing to the floor.
...And you wonder if your insurance covers ex-girlfriend wrath...
Nate sits back down on the couch, defeated.
...But you’re okay, because your State Farm agent knows you, knows the situation, and knows
exactly what to do next...
The agent steps into the frame, faces the camera.
...And like an experienced roommate who combed out your problems...
The agents slips a small black hair comb into his front shirt pocket, and pats it twice.
...State Farm is there.
phase 3: state farm is there

30. 28 media plan
State Farm’s multi-faceted campaign will be
implemented in three distinct phases:
Phase 1 of the campaign will run from May 2010 until August
2010 and will skew toward male Novice Adults. The phase includes
television, magazine, internet and non-traditional initiatives.
Phase 2 will run from August 2010 until November 2010 and
features a very print intensive media buy catered to a more
feminine audience. Phase two has magazine ads, advertorials,
sticker tip-ins, outdoor, public transit advertising, and
non-traditional media.
Phase 3 is the most comprehensive of the three campaigns in
both its duration and its media coverage. It utilizes television, radio,
magazine, outdoor, internet, and non-traditional media and will last
for six months, from November 2010 until May 2011.
Media will be purchased throughout the country, with special
emphasis put on major U.S. cities and college towns. State Farm
will target Novice Adults with messages of both car and renters
insurance in urban areas and around college campuses. However,
in more suburban areas, marketing efforts will be more geared
towards car insurance.

31. 29media plan
31%
26%
15%
13%
7%
5%
3%
Magazine
Television
Non-Traditional
Radio
Outdoor
Internet
Public Transit
media
budget
break
down

32. 30 media plan
Outdoor May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr TOTAL
Los Angeles, CA 300,000
Boulder, CO 300,000
Austin, TX 300,000
Gainesville, FL 300,000
New York, NY 500,000
Chicago, IL 500,000
San Francisco, CA 500,000
TOTAL 2,700,000
Public Transit May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Cost per ad TOTAL
50 cities 1,000,000
TOTAL 1,000,000
Internet May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr TOTAL
NBC.com 45k 45k 45k 135,000
Fox.com 45k 45k 45k 135,000
MTV.com and affiliates 45k 45k 45k 135,000
Espn.com 45k 45k 45k 135,000
Abc.com 45k 45k 45k 45k 45k 45k 45k 45k 45k 405,000
Hulu.com 45k 45k 45k 45k 45k 45k 45k 45k 45k 405,000
Facebook 45k 45k 45k 45k 45k 45k 270,000
Pandora 15k 15k 15k 15k 15k 15k 90,000
RateMyProfessor 15k 15k 15k 15k 15k 15k 90,000
Playlist 10k 10k 10k 10k 10k 10k 60,000
Fantasy Football 20k 20k 20k 20k 20k 20k 120,000
Viral Campaign 20k 20k 20k 20k 20k 20k 120,000
TOTAL 2,100,000
Non-Traditional May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr TOTAL
EntertheFarm.com 250,000
EA Sports Game Promo 1,500,000
Facebook relationship status 200,000
Urbandictionary.com 200,000
Kaplan Scholarship 3,000,000
Six Flags Rollercoaster Bars 1,000,000
TOTAL 6,150,000
TOTAL MEDIA BUDGET 39,993,740
Light Media Placement
Heavy Media Placement
Phase 1 Phase 2 Phase 3

33. 31media plan
Television May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Cost per ad TOTAL
Modern Family 3 3 3 30,000 270,000
The Colbert Report 4 4 4 139,500 1,674,000
The Simpsons 3 2 3 150,200 1,201,600
The Office 2 2 2 2 2 2 2 2 2 191,236 3,442,248
ESPN 2 2 2 2 2 2 30,000 360,000
The Bachelor 2 2 2 2 139,500 1,116,000
Family Guy 2 2 2 214,750 1,288,500
The Grammy's 2 2 300,000 1,200,000
TOTAL 10,552,348
Radio May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr TOTAL
National Radio 5,000,000
TOTAL 5,000,000
Magazine May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Cost per ad TOTAL
Full-page ads
Gaming Informer 1 1 1 199,050 597,150
ESPN 1 1 1 1 1 1 1 1 1 205,504 1,849,536
Sports Illustrated 1 1 1 1 1 1 1 1 1 280,000 2,520,000
Car and Driver 1 1 1 162,030 486,090
Rolling Stone 1 1 1 174,065 522,195
Cosmopolitan 1 1 1 1 1 1 1 1 1 222,400 2,001,600
Glamour 1 1 1 1 1 1 1 1 1 200,491 1,804,419
GQ 1 1 1 139,371 418,113
Magazine Insert
Car and Driver 1 1 1 65,484 196,453
Rolling Stone 1 1 1 69,074 207,221
Cosmopolitan 1 1 1 70,300 210,899
Glamour 1 1 1 98,369 295,108
GQ 1 1 1 72,209 216,626
Magazine Article
Glamour 1 1 1 133,661 400,982
Cosmopolitan 1 1 1 148,267 444,800
GQ 1 1 1 106,733 320,200
TOTAL 12,491,392
Phase 1 Phase 2 Phase 3
Multi-Faceted Campaign May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Cost per ad TOTAL
Phase 1 30,000 8,906,678
Phase 2 139,500 7,287,360
Phase 3 150,200 23,799,702
TOTAL 39,993,740
Light Media Placement
Heavy Media Placement

34. 32 conclusion
01
02
Here’s the deal:
We’ve weighed the challenge. We’ve identified the barriers.
We’ve met your objectives.
You asked us to Gain fair share of Young Adult market by:
Changing the perception of State Farm (and their
agents) among Young Adults.
• Phase 1: Humanizing the agent and make them approachable
• Phase 2: Let the consumer define the relationship with their agent
Lead to consideration of the brand and purchase
• Phase 3: Now that the agent matters we can make a sales pitch
• We anticipate 8% growth in the first six months in new auto policies, and
20% growth by year-end
• We show parallel growth in renter’s policies
• Retain Legacy Policyholders
• Retain Loyal State Farm Young Adults
Through a multi-faceted strategic campaign we’ve made the agent approachable and
a trusted resource.
Agents are out of touch? Not anymore.
Agents are pushy? Not ours.
Agents are meaningless? Try resourceful.
Pre-Test of the Campaign
We know our multi-faceted campaign will work because of extensive pretesting of the
campaign concepts with the Novice Adults. Our research showed that:
• when they recognize their lack of knowledge they will want an agent, one that they can
relate to and believe in
• and they will act upon our final campaign invitation to let State Farm be there for them
Evaluation TRACKING STUDY
We recommend a pre- and post-test research study of awareness and attitudes of State Farm
within the Young Adult segment to effectively evaluate the results of the campaign. Further,
we recommend a tracking study of all new policies issued to the Young Adult market and
evaluate the effect of advertising in their purchase decisions.