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The Goonies Creation Studio, LLC

State Farm Renter’s Insurance

Top 3 Competitors’ Marketing efforts better attract 18-24 yr olds:

Geico◦ Humor and memorable mascots◦ Leader in new customer

acquisition/TOM awareness

Progressive◦ Mixed humor/serious ads emphasize

user-friendly website

Allstate◦ Real-life approach with dramatic car

accidents, etc

**These marketing campaigns hold

target market’s interest giving

their marketing efforts a competitive

advantage over State Farm’s.

State Farm is the Leader in

Customer service/satisfaction

Customer retention (94.6%)

Auto insurance policies◦ It would take 4 Geicos to equal State

Farm’s auto market

Denver’s

Young

Adults

18-24

•Leaving home

•Newly emancipated

•Renting

Expensive

Lifestyles

•Spend $ on partying, outdoor

sports, travel, entertainment

•Don’t like to spend $ on

necessities like insurance

Critical/

Elusive

•Very cynical of advertising

•“Never home” lifestyles hard

to reach with typical media

43,742

190,200

117,439

58,612

Denver’s Age Demographics

18-24

25-44

45-64

65+

•Majority of Population makes less than $30,000/yr

•Median Income is $59,209

21%

21%

43%

32%

18-24 yr old Psychographics

Cultural/Art

Events

Golf

Physical

Fitness

Watch Sports

on TV

• All but 1/3 of the population of 18-24 yr olds

spend the majority of their leisure time out and

away from home

•State Farm’s customer base skews older

•Often seen as “Your father’s insurance company”

•Current customers are

•Educated

•Conservative

•Practical in making purchases

•Goal Oriented

•Concerned with Career and Family

•Look for reliability/trustworthiness

18-24 year olds generally

do not share these traits.

State Farm maintains an image of Classic tradition Old time one-on-one service Exceptional quality Not for the parsimonious

State Farm is positioned to appeal to mostly Baby boomers and senior citizens who don’t mind paying more $ for better, more reliable service.

State Farm Renter’s Insurance

Campaign will reach elusive 18-24 yr old market with OOH/non traditional media

High frequency of repeated exposures to product

Use simple “insurance moments” to portray need

Humorous content in ads, not expected from “your father’s insurance company”

State Farm Renter’s Insurance

Create awareness for renter’s insurance since the product, and its benefits, are unfamiliar to students

Inform potential customers that the product is affordable, easy to obtain, and valuable in solving real-life, everyday crises that the typical 18-24 year old encounters

Re-position State Farm in the eyes of this demographic by illustrating that the company’s products aren’t just for their parents anymore.

State Farm Renter’s Insurance

Out of Home Advertising◦ Billboards Located along roadways

Highly visible to vehicular traffic

• 2 placed in Denver Area

• Bus Wraps• “Drives” message all over Denver

• Highly visible

• Placed in highly rented neighborhoods

Out of Home Advertising Contd.◦ Bathroom Ads Designed to reach broad audience that can

target male and female exclusively

Cannot be walked by, clicked past, tuned out, or turned off

◦ Theater Starts at beginning of feature film

More likely to have increased interest in advertised brands, have a better opinion of the brands

◦ Apartment Guide Targets those looking

for a property to rent

Specific to Denver, Guides are free

◦ Internet Social networking sites

like Facebook and Myspace

Viewers are targeted demographically/

psychographically

◦ Partnership/

Sponsorship Targets those looking

for property to rent

Very cost-efficient

Ability to hand out info and talk one-on-one with customers

State Farm’s Renter’s Insurance

Out of Home ads◦ Tracked with DEC (daily estimated circulation)

◦ 45,000 people see at least one bus shelter daily

◦ 25,000 see one bench daily

Internet◦ Tracked with CPC (cost per click)

Print Ads, Sponsorship◦ More difficult to track

◦ Work with local agents to record increase in number of Renter’s Insurance policies taken out by 18-24 year old demographic

State Farm Renter’s Insurance covers your

belongings from fire, water, and any other

natural disasters.

Women’s Bathroom Ad

Men’s Bathroom Ad

Grand Total =

$144,392