Integrated Marketing Communication Plan - State Farm
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Transcript of Integrated Marketing Communication Plan - State Farm
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IMC Plan
State Farm 26th March 2010
CaterinaKonomiMarceloPacieSinanYuki
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introduction
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introduction
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introduction
Fortunately, there are some more effective ways !to put these tools together. Let’s see one of them…!
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Budgeting! $40 million Timing!May 2010 to May 2011
STRATEGY
Economic!Environment !
Low prices and help consumers evaluate prices
Differentiated communication strategy and consistence
Technological!Environment !
Telematics and eco-friendly
Support causes related to car crashes
Strong brand, but “old perception” business model!
Relevant content, consumer touch points and “switcher” behavior
Success of “Now What” campaign
Objectives ! Grow through new Young Adults Auto policies
starting point
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STRATEGY
Economic!Environment !
Low prices and help consumers evaluate prices
Differentiated communication strategy and consistence
Technological!Environment !
Telematics and eco-friendly
Support causes related to car crashes
Strong brand, but “old perception” business model!
Relevant content, consumer touch points and “switcher” behavior
Success of “Now What” campaign
Objectives ! Grow through new Young Adults Auto policies
strategy
Added to low price, deliver benefits! Relevant message! Medias that belong to the Young Adults reality! Appeals to new + current customers!
Budgeting! $40 million Timing!May 2010 to May 2011
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“Uhhh, State Farm can offer much more benefits to me!
More than low prices, they understand my particular
needs and treats me in a particular way!”!
positioning
how about saying this in a shorter and “cooler” way?
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creative message
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mix of tools AW
ARE
NESS
PERIOD OF TIME
?
Phase 1! Phase 2! Phase 3! Phase 4!
+!
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Phase 1!<IMPLEMENTATION OF THE BENEFITS>!
benefits others actions !
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Discounts! State Farm telephones!
Party bus! Secure driver!
benefits
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other actions
Customized insurance card !
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other actions
CAR STICKERS!
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Redesign agent offices !
other actions
Training!agents! X!
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Phase 2!<Segmented communication>!
PR and Agent Press website “students communication” social
media apps !
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press release!
Give Discounts those who publish!an article about State Farm!
Invite to events!
PR and agent press
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Right ! On!!
righton.com
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social media
BLOG
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Bill Pay!
apps
Find Discounts !in usable places!
Register for !a party bus!
Find the roads !has traffic!
Music for driving!
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• Newspapers !• Pamphlet!
• Flyer !Tools around the campus !
“student’s communication”
• Poster!• In-Person Service !
Kiosk
Theater
Bookstore
Cafe
Billboard
Dormitory
Gym
Student Newspapers
CAMPUS
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Phase 3!<Mass communication>!
Own radio magazines !tv contest !
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Teasers!
State Farm FM
Real time traffic alerts and traffic reports!
Guide of the hottest events news!
Benefits offered by State Farm!
Top music hits!
FM!60.5
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AA
magazines
Road& Track!
GQ!
Esquire!
Cosmopolitan!
VOGUE!
US Weekly!
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State Farm TV Contest
Home The contest Instructions Submit yours See comments
Nononononon?
Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon Nononononon
State Farm TV Contest!
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media plan
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non-media plan
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budgeting
$40 M!
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Phase 4!
Evaluation !
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evaluation
Google Analytics!
# of tickets printed!
# of musics downloaded!
# of followers in twitter!
# number !of apps
downloaded! # of “secure drivers” required!
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IMC Plan
State Farm 26th March 2010
CaterinaKonomiMarceloPacieSinanYuki