I created this deck based on content generated by myself and 5 other individuals in my senior advertising campaigns class at the University of Colorado.

1. A STUDENT DESIGNED
CAMPAIGN FOR
STATE FARM INSURANCE
villatoro . ahern . brickell . salzman . alexander . priolo

2. so we did a little
RESEARCH…

3. SITUATIONAL ANALYSIS
ORIGINAL TARGET MARKET & RESEARCH
We feel that people who are 16 are dealing with totally different problems and worries than
people who are 26. They are at two totally different stages in life. We feel it would be
much more relevant for us and State Farm to focus on the later end of that age
spectrum.
In order to make the decision of focusing on a smaller portion of the age range you
recommended, we considered many aspects. To begin, our group dove into research.
We first looked at the age group that you asked us to target: ages 16 to 26, Also known
as generation Y or millenials.

4. vs.
26
16

5. 80%
“
of survey participants
said they are feeling
MILENNIALS
”
anxiety about the life change
they are about to face
PERSONAL RELATIONSHIPS ARE MORE IMPORANT THAN E V E R
the large majority of people said
“ GEN-Y
”
that during a stressful or dangerous
situation, they would turn to their family first.

6. SITUATIONAL ANALYSIS
ORIGINAL TARGET MARKET & RESEARCH
We performed our own internal focus group, a larger sale survey, and we did our own
outside research on the group of young people. After concluding the research, we drew
conclusions and looked for patterns. We found that 80% of people we surveyed in our
study said they feel some sort of anxiety about the life change they are about to face
(college -->> real world). The large majority of people we surveyed said that during a
stressful or dangerous situation, they would turn to their family first (with close friends being
second place).
From our internal focus group, we learned how important relationships our to us at this
time in our lives. even we grew up in the digital age and the age of the internet, we still
value personal one-on-one relationships very highly. An outside study showed that our
generation is extremely optimistic (especially about personal finances) and we think of
ourselves as invincible. This causes a problem when trying to market insurance to us. We
feel it would be difficult to target the entire generation Y age 16-26 because it is such a
broad age group.

7. SITUATIONAL ANALYSIS
WHO WE ARE TARGETING & WHY:
We want to focus on the latter end of this group and speak to college graduates through
those in their mid twenties. This target is immersed in the hectic transitions, moving into
the next step in life. We feel this target is fitting because as they are exiting college and
beginning their first jobs, they are more vulnerable and in search of guidance and support.
This target has a close relationship with family, primarily their parents who help provide
security and offer helpful guidance, alleviating stress. However, a strong flood of
overwhelming events closely follow one another, producing anxiety and confusion.
Through this insight, State Farm can take away anxiety and create ease ability, further
creating a strong presence in the minds of consumers. This strategy differs greatly from
that of Geico and Progressive, in that State Farm will offer simple everyday solutions that
are small yet powerful. State Farm will do this with a relatable and relevant voice. This
market is entering a new world, forming new relationships, and facing new things. This is
a prime moment for State Farm to step in and act as a bridge from their old relationship to
a new, a relationship of empowerment and support, a relationship that gives State Farm a
stronger point of difference from the rest.

8. RELATIONSHIPS
are everything.

9. SITUATIONAL ANALYSIS
WHO WE ARE TARGETING & WHY:
Relationships are built through trust and consistency. State Farm understands the
importance of relationship with its 37,000 agents. With that said, as this target is entering
an age where they are about to become you’re real customer, they are craving a
relationship to further grow with. For that relationship to spout, the target needs a reason
to believe State Farm will make their life easier, alleviate stress like their parents used to,
and be there in unconventional ways. Furthermore, a, greater opportunity presents itself
for State Farm, in that this period in our targets life trends and events leave a deep
impression because they are still developing their core values, these imprints stay with
them as they move through their life cycle.

10. SITUATIONAL ANALYSIS
STATE FARM RELATIONSHIPS: OLD VS. NEW:
State farm has been doing the relationship thing for decades, and its worked for them.
They get it. The image of the neighbor perfectly encompasses the message that State
Farm will be there for you when things go wrong. The neighbor is iconic and embodies
everything that State Farm stands for to previous generations.
State Farm’s relationship to its customers was never more apparent to us than when we
heard a story from a friend of ours who lost part of their house in a fire.

11. ?
neighbors
seem great…
but, i
cant relate.

12. They are
constantly
moving

13. SITUATIONAL ANALYSIS
STATE FARM RELATIONSHIPS: OLD VS. NEW:
Unfortunately, this image of the neighbor doesn’t quite resonate with our generation. We’re
constantly on the move, sometimes moving once every year. We grew up in a different
time, and don’t have neighbors the way our parents did.
We also don’t think about what will happen to us- we believe that we’re invincible. Planning
ahead for when we get in an accident is not on our mind. We need something ahead of
the fact, and the neighbor is very much there for you after the accident happens.
We need a relationship that’s there for us before we mess up and one that we can relate
to.

14. THEY WANT
SOMEONE:

15. That they can trust
That has been there before
That has the solution…
& will share it without judgment

16. parents
neighbor
george
???

17. THE OLDER BROTHER

18. your older brother:
makes you feel better
has dealt with the exact same problems that you are facing right now.
he’s been
“
I always go to my big
brother for advice. He
helps me avoid mistakes
he has made, tells me
there for you
what to do when I mess
up, and celebrates my
victories when I do well.
before.

19. SITUATIONAL ANALYSIS
NEW TONE OF “OUR RELATIONSHIP” & POSITION:
When it comes to making decisions, our target wants to turn to someone that can give
them the valuable, trusted advice. They are leaving the nest and, therefore, don’t want to
rely just on their parents. They don’t want to be lectured
or bombarded; they want a resource that makes them feel empowered on their
journey towards independence.
In order to catch the target market’s attention, State Farm is going to have to
position themselves as an empowering resource and a helping hand. You have
relevant information for their upcoming major decisions, and you can offer them
reassurance. In this time in their lives, they yearn to be independent, but they feel
vulnerable. State Farm can offer them peace of mind that they are on the right track and
solutions when something goes wrong. You can help them in ways that they don’t even
know that they need, and simplify this transition, alleviating anxiety. If you can reach out to
them and let them know that you can help them in unexpected ways, you will get their
attention.

20. “Your older brother is there for you
in ways that you wouldn’t expect”.
insurance, anyone?

21. REAL LIFE,
MADE EASIER

22. SITUATIONAL ANALYSIS
REAL LIFE, MADE EASIER:
Real Life Made Easier by State Farm is the equivalent of taking a load off in a time when
the small things really matter. This is a time in our targets life when they’re overwhelmed,
uncertain and in need of an extra hand. Stemming from the older brothers support, we’ve
created a campaign around being there when you least expect it. During this transition in
their life, State Farm is the solution to their problem they didn’t even know they had.

23. THE UNIVERSITY OF COLORADO AT BOULDER
THE UNIVERSITY OF DENVER

24. the lay of the land…

25. WHAT CAN
STATE FARM DO
TO MAKE THE
TARGET’S LIFE
EASIER?

26. rain, snow, finals...
STATE FARM CAN MAKE IT EASIER.

27. JANUARY 2011
PRINT AD #1

28. JANUARY 2011
PRINT AD #2

29. FEBRUARY 2011
HEAT LAMPS @ BUS STAIONS

30. FEBRUARY 2011
PRINT AD #3

31. MARCH 2011
SALT BAG DELIVERY

32. MARCH 2011
BIG BRO NIGHT
AT UNIVERSITY OF DENVER

33. APRIL 2011
PRINT AD #4

34. APRIL2011
FACEBOOK INVITE

35. FINALS WEEK 2011
FINALS PERKS

36. GRADUATION

37. MAY 2ND 2011

38. GRADUATION 2011
FREE PARKING
SPONSORED BY SF
ON CAMPUS AT GRADUATION

39. MAY 2011

40. SITUATIONAL ANALYSIS
CREATIVE EXECUTION:
We have created a campaign that will easily spread throughout college campuses nation
wide.
Our creative exemplifies the idea of “Real Life Made Easier” through little gifts that leave a
long lasting impression. Through these guerilla advertisements, PR will be present,
discussion will be generated, and State Farm will be recognized as a go to insurance
company who gets it.
Graduation is a main focal point for our campaign. All the executions that will be in place
throughout The University of Colorado at Boulder will be mirrored at Denver University.
We feel that targeting graduates will reach the most relevant portion of the target, as
stated in the earlier sections. Our biggest and most costly execution will be the graduation
gift. This gift will be given out to all graduation seniors at The University of Colorado at
Boulder. When these select students go to purchase their cap and gown a the student
center on campus, State Farm will have tables set up in the surrounding areas to pass out
these coveted gifts.

41. SITUATIONAL ANALYSIS
CREATIVE EXECUTION:
Inside of these graduation gifts, the students will find many useful tools, some related to
State Farm, some congratulating them on their graduation, and some that offer advice on
the life changes they are about to face. All of the items in the graduation gift will carry over
the Older Brother vibe that we are going for.
A main part of the graduation gift will be a discount card that is good at tons of local
restaurants, bars, and shops. The graduates will use these cards around the time of
graduation. This card will be a large incentive for students to get excited about picking up
their graduation gifts.

42. February 2011: April 2011: May 2, 2011:
Print ad #3: real life, Sponsored night ride Cap and gown pick up:
made easier. pick-ups for college students will pick up their
students graduation gift from State
Install heat lamps,
Print ad #4[invitation] Farm reps at the student
run for two weeks.
and facebook invite bookstores
Free SF
Free moving boxes
moving boxes
begin
March 2011:
Big brother/big sister
sorority /fraternity night
sponsored by state
farm. [DU only]
January 2011: Finals Week 2011:
Run print ad #1&2 Sponsored extension
Graduation 2011:
in newspapers. chords in the university The day is here!
Introduce State March 2011: libraries. Free coffee in
Free parking
Farm Salt bags student centers and
on/around campus,
distributed to libraries
sponsored by State
houses on the hill Sponsor midnight Farm
two weeks before breakfast [CU already Strong SF presence at
spring break. implements this idea] graduation [booths, reps,
raffles, etc…

43. BUDGET: CU BOULDER

44. BUDGET:UNIVERSITY OF DENVER

45. THANK
YOU