STATE FARM IMC PLAN 06/20/2022
Jun 20, 2015
04/13/2023
STATE FARM IMC PLAN
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SWOT Analysis
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Competitors
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The New Brand
PROMPT INSURANCE That’s it!
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TRADITIONAL MEDIA ALTERNATIVE MEDIA CONSUMER PROMOTIONS ONLINE TOOLS SPONSORSHIPS EVENTS PUBLIC RELATIONS
INTEGRATED MARKETING COMMUNICATION PLAN
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TV (ABC, ESPN) Magazine (People) Radio Out of Home- Billboard- Airport Radio
Traditional Media
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Bikes, Buses Street Promotion
Alternative Media
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Elevators Cinema
Alternative Media
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KASKOMILE “Pay as much as use”
Gift Cards
Consumer Promotion
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Official Web Page Search Engine Optimization
Social Network Sites- Facebook: Farmville- Second Life
Online Tools
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Craigslist
Online Tools
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NASCAR NBA NFL
Sponsorships
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Events- Concerts
Sponsorships
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Media Timeline 2010 2011 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
7/1 Launch
Stage Teaser Launch Second burst Third burstBudget 15% 60% 25%TV (Nationwide/ Cable) Magagzne Radio OOH (Highway, Campus) Official site Internet Search engine optimization Craigslist SNS (Facebook/Twitter) Second Life Alternative media Street promotion Elevator Bus Car Promotion Airport Cinema Ad Consumer Promotion Gift cards Kaskomile Tie-ins: Enterprise Rent-a-car Tie-ins: Car dealers Public Relations Sponsorship NASCAR Concert NFL NBA
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IMC % $ Amount
Promotion 25% $10,000,000
Sponsorship 25% $10,000,000
Alternative media 4% $1,600,000
Internet 5% $2,000,000
Traditional Media 40% $16,000,000
PR 1% $400,000
Total 100% $40,000,000
Budget
Pro
moti
on
Sponso
rship
Alt
ern
ati
ve m
...
Inte
rnet
Tra
dit
ional m
...
PR
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$ Amount Budget
$ Amount Budget
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Surveys: - Traditional- Online
Focus Groups
Evaluation
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THANK YOU
SANGHITA MAJUMDER