Know It All
State Farm
State Farm
Marketing Director · Apr 2009 to Apr 2010 · Tucson, Arizona
Our team was tasked to create an Integrated Marketing Communications plan for State Farm. Acting as Marketing Director, I headed the marketing team in constructing a $40 million IMC plan for State Farm Insurance to increase policy holders aged 18 to 25 by conducting and generating the most extensive primary research analysis to date. Marketing research entailed collecting surveys, focus groups, and interviews. Post-campaign research through class presentations and focus groups was also conducted to test the effectiveness of the campaign. Our team having personal experience of being within the target market analyzed the minds and behaviors of their peers. We determined that Young Adults simply want the facts in a way that they can understand and appreciate. State Farm was the clear market leader in auto-insurance, and through fun and astonishing facts, we would make that known to our target market.
It's a matter of facts. Know It All.
