Challenge: For State Farm to maintain its position as the leading property and casualty insurance company in the U.S., it must begin attracting and retaining a larger portion of the estimated 33-million Young Adults, 18-25. Your challenge is to develop a fully integrated marketing communications program to help State Farm achieve this goal.
Young Adult Target Definition: Young Adults, 18-25 represent a huge opportunity for State Farm to grow its core businesses. The 18-25 population currently numbers approximately 33 million people. There are over 11 million households that currently include a Young Adult, with an additional 3.3 million as heads of their own household. By age 22 or 23, the older portion of this demographic is more likely to become heads of household.Currently, State Farm is under-penetrated in this market but long-term growth requires making inroads with the 18-25 age group, in order to build a strong book of business for the future and to guard against an aging customer base…
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