Presentation on the automated marketing of Allstate's College Football Program, presented by Lally Meck, Senior Account Executive at Octagon, and Nina Patel, Sports Marketing at Allstate.

1. OCTAGON
111 East Wacker Drive
Chicago, IL 60601
Passion. Engagement. Results.
Allstate College Football
Marketing Automation: Driving leads off the field

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Allstate College Football
Overview
Goals & Objectives
•Contribute to Marketing IIF Goals
(Acquisition and/or Cross Sell)
• Protect and Enhance the Brand
(Increase Consideration and Positive Brand Perception)
71 NCAA Partner Net Schools

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Allstate Tailgate Tour
Overview
Entering its sixth year as a major sponsor of college football, Allstate continues to demonstrate its
commitment to the sport through the Allstate Tailgate Tour as a means to provide Allstate Agents local
access to fans in the hopes of generating leads to build their books of business.
The Allstate Tailgate Tour includes numerous interactive elements to engage fans and reinforce their
positive brand perception of Allstate. At no cost, fans are able to visit the College Football Legacy Museum,
design their own team poster, have a souvenir picture taken and enter for a chance to kick a field goal on-
field for $1,000.

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Allstate Tailgate Tour
Lead Generation Evolution
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Allstate Tailgate Tour
Target Market
More of…Less of…

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o Challenge: Generate leads at onsite
activations for Agents to build
business
o Solution: Create branded gazebo
stations where Allstate Agents and
trained brand ambassadors collect
leads via paper and pencil with a co-
branded opt-in premium
o Learning: Leads go “cold” after 2
weeks and data entry turn around
for large events was to slow.
Legibility and fake names were also
an issue.
Allstate 1.0
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2007 Allstate Tailgate Tour
Events 12
Avg. Leads Per Event 159
% Qualified 60%
% Above Avg. Sales Rate 68%

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o Challenge: Generate leads at onsite
activations and turn around data
quickly so leads don’t go cold for
Agents
o Solution: Utilize electronic kiosks
for consumers to enter their
information via keyboard so a data
file is available within 24 hours of
the activation
o Learning: Very slow throughput and
system does not prevent false
information
Allstate 2.0
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2008 Allstate Tailgate Tour
Events 31
Avg. Leads Per Event 313
% Qualified 91%
% Above Avg. Sales Rate 214%

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o Challenge: Improve throughput and
keep up the quality of leads at
onsite activations
o Solution: Utilize electronic kiosks
and electronic data tablets for
consumers to scan or enter their
information to ensure a 24 hours
turnaround from activation
o Learning: Throughput could still be
improved to increase quantity of
leads
Allstate 2.5
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2009 Allstate Tailgate Tour
Events 30
Avg. Leads Per Event 498
% Qualified 88%
% Above Avg. Sales Rate 254%

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o Challenge: Generate high volumes of
qualified leads at onsite activations
and continue quick data turnaround
to Agents
o Solution:
• Utilize handheld electronic data tablets
with ID scanners to pre-populate fields
of consumer info so a data file is
available within 24 hours of the
activation
• Use consumer data for an email re-
contact strategy to keep leads warm
and continue product messaging post
event
o Learning: Ensuring Agents follow
through on leads to generate sales
and maximize investment
Allstate 3.0
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2010 Allstate Tailgate Tour
Events 16
Avg. Leads Per Event 510
% Qualified TBD
% Above Avg. Sales Rate TBD

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Allstate Tailgate Tour
Lead Generation Analysis
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2007 2008 2009 2010*
Events 12 31 30 16
Avg. Leads Per Event 159 313 498 510
% Qualified 60% 91% 88% TBD
% Above Avg. Sales Rate 68% 214% 254% TBD
* To date this year

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Allstate Tailgate Tour
Lead Life Cycle
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On-site Event
Consumer fills out Lead form
Data spreadsheet sent to Agents for
follow up
Leads are inputted into data
spreadsheet
Data spreadsheet sent to Home Office
Agents scrub and work leads for the
first 30 days after the event
Spreadsheet sent in to measurement team
for processing and tracking
Leads are scrubbed to determine number of
qualified leads
Leads that convert to a policy are then
reported after 30, 90, 120 and 180 days
post event
TURN AROUND TIME
Paper Leads – 1 week
Electronic Leads – 2 -3
days
1 – 2 days
1 – 2 days
4 – 5 days
3 – 4 days
During the first 30 days, Allstate
executes extensive re-contact plan

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Allstate Tailgate Tour
Annual Sales Comparison
12
0
50
100
150
200
250
300
Sales Rate
% Above the Average Sales Rate
2007 2008 2009
68%
214%
254%

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OTHER CASE STUDIES
Sprint, BMW and Home Depot

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o Challenge: Increase user
involvement with onsite data
capture kiosks.
o Solution: Octagon developed a game
to give NASCAR race fans (at the
track) the ability to learn about
Sprint and play a game at the same
time, to win a prize.
o Installed game on kiosk machines at
the race. Monitored the results and
generate reports for Sprint
Sprint – 4G Fast Track Game
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o Challenge: Track everything that’s
happening for real-time with all of
the Sprint EVO mall programs.
o Solution: Development of a web-
based data management reporting
tool for Sprint to support the EVO
mall kiosk program.
Sprint – Dashboard System
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o Challenge: Make the data capture
process for BMW more elegant and
automated.
o Solution: Octagon took BMW’s paper
registration process for and created
a customized application that
captures customer data.
o Octagon set-up of (12) iPads for use
during the Ultimate Driving
Experience and M Power Tour.
BMW – iPad Data Capture
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o Challenge: Increase traffic to local
Home Depot locations and generate
awareness around the event (3 days
prior)
o Solution: Octagon is assisting in
Facebook promotions for (14)
College Game Day events. We are
targeting users by the following
criteria:
• ex: (Facebook campaign aimed all
College students who attend Ohio
State)
• ex: (Facebook campaign aimed at
25-54 year old Males who live in
Ohio)
• ex: (Facebook campaign aimed at
anyone who has “Ohio State” as an
interest in their profile and lives in
Ohio)
Note: Each week, the demographics change.
The Home Depot – Facebook Promotions
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Thank You
Questions?
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