final presentation345

What can you do with“The Power

of Possibility”?

from the U.S. Army

to the American family

1982

2010

RESEARCH

Strengths

• Strong sense of community between owners • Brand loyalty to users• Commitment to community improvement• Unparalleled off-road capabilities• Bold design/styling• Customizability/versatility• Strong brand recognition • Excellent customer support

SWOT ANALYSIS

SWOT ANALYSIS

Weaknesses

•Low gas mileage•Horrible public image beyond owners•Not perceived environmentally friendly•Potential for minor visual impairments•Interior discomfort for some users

Opportunities

•New ownership could lead to new direction•New market segments •Frugal fatigue •Loss of reliability in Toyota •Potential hybrid capabilities •New promotion and brand awareness

SWOT ANALYSIS

Threats

•Potential for terminal cease in production•Current economic recession•Competitors outside of our price range •Environmental extremists•Saturated mid-size SUV market

SWOT ANALYSIS

CAMPAIGN STRATEGY

CAMPAIGN STRATEGY

• 40-55 • Both male and female • Married • Have Children • Making at least $100,000 • Active or think of themselves as active • Reside in South/Midwest • Looking for a safe vehicle • Enjoy traveling/road trips

THE EVOLVING FAMILY

• Age 25-34 • Both male and female • Unmarried $75,000-$99,000 • Active • South/Midwest • Enjoy traveling/road trips • Appreciate versatility • Health Conscious

THE TRAILBLAZER

• Stable and willing to dedicate necessary funds

• Preferably holds automotive manufacturing experience

• Recognizes possibility for increased brand value

THE CORPORATE BUYER

CREATIVE PLAN

• Slogan THE POWER OF

POSSIBILITY • Tagline – The Power of Possibility: The Power of H3

THE POWER OF POSSIBILITY?

• Theme –evokes the idea that when you believe in yourself and your own ability, you can achieve anything and make any dream possible

WHAT DOES IT MEAN?

• The Message– H3’s superior ability and versatility

instills the power of possibility into its users

– H3 drivers have limitless possibility as to what they can do in their vehicle and what their vehicle can do for them

WHAT DOES IT MEAN?

• The Message– inspires them to push the possibilities of

convention– provides them with the confidence and

tools to rise above any situation – empowers them to take on new

challenges

WHAT DOES IT MEAN?

• does not focus on specific product features of the H3

• aims to develop the Hummer lifestyle • showcase the many rewarding aspects

which come with it• campaign depicts individuals using H3

as intermediary between the everyday and the active, exploratory possibilities of their Hummer lifestyle

STRATEGY

AFTERNOON ADVENTURE SERIES

AFTERNOON ADVENTURE SERIES

OFF-ROAD CONNECTION AP

BILLBOARDS

POWER OF POSSIBILITY: DAY DREAMERS

POWER OF POSSIBILITY: HEROES

MEDIA PLAN

• Pulsing

• Timing

• Duration

• Reach & Frequency

MEDIA STRATEGY

REGIONAL EMPHASIS

Detroit, MI

Chicago, IL

Atlanta, GADallas-Fort Worth, TX

Memphis, TN

NON IMPACT MEDIA BUDGET

IMPACT MEDIA BUDGET

PR & PROMOTIONS PLAN

OBJECTIVES

Increase

Maintain

Engage

EmphasizeFocus

Boost

• Campaign will run for six months—March through August

• Coordinate with the media and creative plan

• Focus on smaller specific target markets

PROGRAMS, EVENTS, PROMOTIONS

• iPhone Application, Off-Road Connection

• “Customize Me-H3” Contest• Hummer H3 Launch Party: Road to

Possibility

PR EVENTS & NON-TRADITIONAL MEDIA

H3 Hummer Helps: The American Red Cross and Hummer Event

• Rena Salomon, Spokesperson• Sat Aug 27, 2011—Millennium Park,

Chicago• Supplies drive for disaster relief• Performance by Blues Traveler

CAUSE-RELATED MARKETING

• Hummer AmbassadorsViral videos to promote new campaign

• Hummer H3 Interactive 5 City DropMemphis, Detroit, Dallas, Chicago &Atlanta

GUERILLA MARKETING

• The HUMM: Internal Employee Newsletter:

• Employee Appreciation Day • Employee Awards for Outstanding

Community Service

INTERNAL PROGRAMMING

CONCLUSION?