Where You Going?Chevrolet Campus Promotions Program

San Jose State UniversityFall 2010

Table of Contents

Introduction.........................................................................................................................................................Page 1

(Research) Overview, Key Findings, Perceptions................................................................................Page 2

(Research) Awareness, Consideration.....................................................................................................Page 3

(Campaign Strategy) Strategy Development.........................................................................................Page 4

(Campaign Strategy) Our reasoning.........................................................................................................Page 5

(Campaign Strategy) Target Market Profile..........................................................................................Page 6

(Campaign Strategy) Positioning, Message and Our Big Idea........................................................Page 7

(Campaign Strategy) Tactics........................................................................................................................Pages 8-9

(Public Relations/Advertising Review) Strategies and Tactics....................................................Pages 10-11

(Public Relations Review) Successes and Improvements...............................................................Page 12

(Advertising Review) Successes and Improvements........................................................................Page 13

(Financial Analysis) Accurate Cost vs. Value Analysis.....................................................................Page 14-15

(Financial Analysis) Return on Investment..........................................................................................Page 15

(Results) Achievements................................................................................................................................Page 16

Conclusion and Lasting Impressions......................................................................................................Page 17

(Public Relations Review) Media Coverage........................................................................................Pages 18-21

(Public Relations Review) Networking Successes...........................................................................Page 22

(Advertising Review) Examples of Major Tactics.............................................................................Pages 23-24

Photos.................................................................................................................................................................Page 25-28

Introduction

Dear Chevrolet,

Welcome back to Dwight Bentel & Hall Communications. We are honored to have worked with such an amazing company, and we are excited to present the results of our hard work and our unique promotional campaign. Throughout our presentation, we hope to make it clear how much hard work and effort our small team of eight has put in to make the Chevrolet campaign and event a success. We have been very lucky to have the EdVenture Partners Organization work along side us, and with our creativity, out-of-the-box thinking and strong communication skills, we have implemented a campaign that has greatly sparked the interest of the students of our campus.

San Jose State University was taken by surprise at our unconventional advertising methods, and as we expected, we caught their interest. The number of students who came to our event and partici-pated greatly exceeded our expectations, and we even found students interested in purchasing a Chevrolet, which was ultimately one of the biggest goals.

Throughout our presentation, we hope to show you how we successfully integrated the Chevrolet brand in to our campus life.

Sincerely,The students of Dwight Bentel & Hall CommunicationsJuan Luna, Account Coordinator Brooke Cline, Management and ResearchLaura Ringer, Management and MediaNicole Rossi, Advertising CopywriterKatherine Hyde, Advertising CopywriterMax Gustofson, Advertising Art DirectorSuzanne Welles, Public RelationsKris Adams, Public Relations

1

ResearchOverview of research conducted

After conducting our pre-event research (which included a focus group, a pre-survey of 400 stu-dents and extensive market research and analysis), we were able to implement a campaign strat-egy that obtained and accomplished the objectives we set at the beginning of the Chevrolet cam-pus promotions program. These objectives were to improve student’s perceptions, awareness and consideration of the Chevrolet brand.

Our post data was gathered through response cards that were handed out and collected at the event, as well as a post survey that was handed out the week after our event. We had 503 response cards filled out at the event and 400 post surveys. We also interviewed students at the event, where we asked their opinions about Chevrolet vehicles, and we observed how students reacted and interacted with the cars.

Key findings from pre-campaign research that drove strategy development

Some of the key findings from our pre-research were that San Jose State students perceived the Chevrolet brand as being mostly good. But out of the five cars included in the survey, Chevrolet was consistently ranked #4. Our objective was to improve the perception of Chevrolet among San Jose State students, and to raise Chevrolet from #4 to #3, replacing Nissan. We found that the Japanese automotive brands were outranking Chevrolet because students want cars that get good gas mileage, are reliable and are compact to make commuting easier. It was time to introduce the all-new Chevrolet Cruze, the car that would fit their lifestyle.

We knew we would have to do a lot of promoting while also educating the students about what Chevrolet can offer them. This helped us to decide what type of advertising to use, where to hold our event and what information that was important to have at our event.

Perceptions of the Chevrolet brand

From our post research, the response cards and the post survey, we found that we successfully raised Chevrolet’s rank of overall opinion from #4 to # 3. From the response cards we found that 38% had an excellent overall opinion of Chevrolet and 45% said Chevrolet was good. Chevrolet was the only brand out of the five that no one thought of as “very poor.” 70% of the people at the event said they learned something new about Chevrolet. In our pre-research, students thought of Chevrolet as gas guzzlers that were big and bulky, but since our campaign and event, 59% of students who filled out a lead card said that the fuel efficiency that Chevrolet cars offer caused their impressions of this brand to improve. Students were very impressed by the new models, the exteriors and the high quality look of the cars.

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ResearchAwareness of the Chevrolet brand

From our pre-research we found that most of the students from our sample were aware of the Chevrolet brand. However, many of them only mentioned Chevrolet trucks and SUV’s. At our event, 70% of the people who attended said that they learned something new about Chevrolet, and many mentioned at how sur-prised they were to learn of Chevrolet’s versatility. An objective we are proud to have met is the rise in percentage of students who were aware of automobile brands being promoted on campus. Our goal was to raise the amount of people who had seen Chevrolet promoted on campus from 6.5% to 60%, and we surpassed that with 64% of participants in the post sur-vey who said that they had seen Chevrolet promoted on campus. In the graphs below, you can see how the awareness of Chevrolet promoted on campus changed after our event.

Consideration of the Chevrolet brandFrom our pre-research we found that only 17% of the students would be very likely to consider buying or leasing a new, not previously owned Chevrolet. The car brand that the students were most likely to con-sider buying was the Honda with 40%. In our post surveys we saw a rise in that 17% to 26%.

Our response cards found that 39% of students were very likely to purchase a Chevrolet, ranking it right behind Honda at #2 in the car people would next consider buying or leasing.

Based on their experience at the event, 70% of the attendees said that their impressions of Chevrolet have improved. We found that more students said they were looking to buy a car sooner than when they did during the first survey. We also found from our pre research that students felt they couldn’t afford a car that offered all the features and quality at a price they can afford. However, since introducing the Chevrolet Cruze on campus and at our event, the students at San Jose State now have a better option over a compact Japanese brand.

IHaveSeen IHaveNotSeen NotSure

Chevrolet 6.5 66.5 27

Ford 4 68 28

Honda 5.25 67.25 28

Nissan 5.5 67.5 27.5

Toyota 6.25 68 25.75

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Chevrolet 64 24 10

Ford 4 61 30

Honda 9 54 31

Nissan 7 56 32

Toyota 6 56 33

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59%54%

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CausedImprovedImpressionsImproved impressions

After the eventBefore the event

3

Campaign StrategyStrategy Development

After getting a good picture of our target market and where we wanted to position Chevrolet in the target market’s mind, we moved into brainstorming. We started with looking for words that we wanted to use to describe the cars. Between the eight of us, we put approximately 100 words and phrases on sticky notes and stuck them to our wall. One by one, we took them down as we decided that they didn’t fit Chevrolet or the target market. Finally, we were down to three words: fun, agile and edgy.

With those three words defined, we moved to brainstorming for a campaign slogan. Using sticky notes once again, we came up with broad ideas, words, slogans and execution ideas. We ruled out ideas that did not work well with Chevrolet, the target market or the geographic location. Some of those ideas included partying inside the cars and a theme of love for your Chevrolet. After many days of brainstorming and combining ideas, we came up with our theme: going. Cars are objects that get you from one place to another and are entirely involved in the process of going. Our target market is also all about going. They are on the go all the time. The idea of our campaign became the concept of going places and simplifying that concept to make it easier and more fun.

We fell in love with the phrase “Where You Going?” and stuck to it. “Where You Going?” asks where you are going in life. Examples of answers may be grad school, marriage, and having children. “Where You Going?” also asks where you are going as a physical location such as the beach, the mall, school, and work. “Where You Going?” was written in chalk all over the campus to get people thinking. As students walk around they would think about all the places they were going as well as started asking around to find out what all this “Where You Going?” was about. We decided to continue with this teaser for a week before moving to the second half of our campaign. “The Going Gets Easy,” which was our main slogan, answered our own question of “Where You Going?” Our goal was to connect the question of “Where You Going?” to the idea that Chevrolet makes “The Go-ing Gets Easy.”

During our brainstorming session, we also came up creative ways to tell our message. We decided to use blank keys as a way to advertise for our event and create a buzz. We wanted them to appear as lost keys and have the good Samaritans of San Jose State University pick them up with the in-tention of helping someone who misplaced their keys. We also decided to use chalking rather than posters for the majority of our advertising. San Jose State University is a green campus and does not like posters or fliers to be put up everywhere. Chalk was the perfect solution, because students walk around with their noses down looking at their ipods and phones. As they are walking around they are bound to see our numerous chalk messages.

Posters were put up inside the classroom buildings where we could not chalk. Posters could be in the hallways and classroom buildings to reinforce the message wherever the target market goes, and most importantly to entertain them during a boring class.

4

We used out of the box thinking in order to differentiate our campaign from all the clutter on cam-pus. There are so many lectures, events, BBQs, and programs every day, and it is difficult to stand out from all these and drive traffic to one event. Our goal was to not only draw the traffic, but also create a buzz using unique tactics and to not blend into everything else. We used brighter colors, better music, chalk, keys, Facebook, and more to keep our campaign in the forefront of our target market’s mind.

We focused our efforts on aggressive guerilla marketing to make sure there was no possible way for the target market to miss the message. Students come into contact with hundreds of messages every day, and they have to see the same message multiple times before they remember it. It is also important for them to obtain the message in many different ways, including but not limited to: sight, sound, conversation, Internet, on campus, off campus and through word of mouth. We wanted to get people talking about the campaign and hit them everywhere we possibly could.

Aggressive social media is key with our target market. They are the technology generation and they live on the Internet. To not be online would be a ridiculous idea, but we took it further. We wanted to hit them as much as possible online. We did that by directing traffic to our Facebook page to look at the pictures from the event and tailgate, mentioning the Facebook page to people who passed by while we were chalking, inviting all of our friends to the Facebook page and chalk-ing the Facebook address on the Camaro at the tailagate and on the ground around campus. We also continued to use the Facebook page every day to stay in contact with the target market. We wished them a happy birthday on their birthdays, congratulated them on their successes, con-versed with them about their weekend plans and continued to offer them opportunities to win prizes and talk to them about our event.

Campaign StrategyOur reasoning

5

Campaign StrategyTarget Market Profile

Our primary target market is generation Y San Jose State University students ages 18-34. Because our target market is students, they can be found at school or around the campus. Outside of class-es, they can be reached via social media such as Facebook and Twitter, instant messaging services such as AIM and Skype, and text messaging. They spend a lot of time online and most likely own a laptop computer that they carry with them to school.

They are in constant communication through technology including computers, smart phones, iP-ods and other electronics with Internet capabilities. They like to keep up to date on what is going on in the world such as news, politics and current events. They are always on the go and often live out of their cars, so it’s important that their car is in tip-top shape and gets them from point A to point B in the most comfortable and easy way possible. At San Jose State, many students are com-muters and rely heavily on their car to get them from school to work and back home at the end of the night. Because they are so busy, they eat out often and frequent dine at fast food restaurants such as Jack in the Box, Togos, Subway and McDonalds.

Our target market has a job and makes anywhere from $700 a month to $1,200 a month, but does not have a large disposable income. They are looking into buying or leasing a new car around the time of their graduation or in the near future.

Before our campaign, we found that a majority of the target market perceived Chevrolet automo-biles as bulky, unreliable, boring, high maintenance and gas guzzling. While some college students knew of family members or friends that were happy with their Chevrolet automobile, many of them could not envision ever owning one themselves. They viewed Chevrolet as a conservative brand that mostly benefits those who hunt or go off-roading, which is not a lifestyle typically em-braced by college students in a metropolitan setting.

The main reason why so many Generation Y college students at San Jose State University had negative opinions about Chevrolet is because they were unaware of Chevrolet’s updated image. They were uninformed about the high technology, safety features and great gas mileage that are packed in Chevrolet automobiles, which are features and benefits that college students look for when purchasing a vehicle.

By informing students through teasers, both unconventional and conventional advertisements and our big event, we showed students just how great Chevrolet automobiles are. Because after all, the cars speak for themselves, allowing us to positively change the perceptions of Chevrolet in the minds of our students and encouraging them to think of Chevrolet first when they wish to pur-chase or lease a new car.

6

Campaign Strategy

For our campaign, we chose to focus on specific characteristics and benefits offered with Chevrolet automobiles. Chevrolet automobiles are compact, have outstanding gas mileage and are equipped with tech savvy features. They are great quality, dependable and long lasting vehicles that keep their passengers protected with unique safety features. With all this, you get excellent warranties and a vehicle that expresses your individual personality. College students need cars that can keep up with their fast, ever-changing lifestyles, and that’s exactly what a Chevrolet does.

Message

The most powerful thing that we can say to convey our intended position is to position Chevrolet as tech savvy, affordable, safe and reliable, making driving not only more fun, but easier. Therefore we came up with the slogan, “Chevrolet, the going gets easy.” We wanted the tone of our message to complement the Chevrolet brand, to be conversational, fun, agile and edgy, which appeals to students. Our tone was comparative in order to position Chevrolet against its competitors and to prove to the target market that Chevrolet is the optimum choice. The goal was to prove to the tar-get market that Chevrolet is better than its competitors in all the important fields: technology, fuel efficiency and safety.

Our “Big Idea”

Students are always on the go. Whether they are going to school, heading home or going to work, they need a car that can make their life easier. With all the great features incorporated into Chev-rolet vehicles, it is easier to get where you’re going today, tomorrow, or in the future. Chevrolet makes driving fun, and with stylish and sleek vehicles, students can get to where they are going with a vehicle that fits their lifestyle.

To start off our campaign, we incorporated our theme into our teasers asking students, “Where you going?” It successfully created buzz around campus and tied back into our slogan and theme. We had everyone on campus asking what the “Where you going?” was about and how they could find out more. We directed them to the Facebook page and also took that opportunity to tell them about our two-day event.

The main slogan, “Chevrolet, The going gets easy,” shows off how fun and simple Chevrolet is as a choice. Chevrolet makes purchasing a vehicle easy by mixing all the most important features to our target market into a line of vehicles. The target market no longer has to spend months re-searching features and asking the opinions of friends and family. When they sit down in the driv-ers seat of a Chevrolet they will know they are home because everything that is important to them (technology, fuel efficiency, and safety) are the star features of each and every Chevrolet.

Positioning

7

Campaign Strategy

1. Print MediaFor print, we integrated our overall theme into the Spartan Daily newspaper and posters. We placed a banner advertisement along the bottom of the Spartan Daily that advertised the “Where You Going” two-day event. It contained the place and time of the event, all the great things we gave away, and a QR code to direct students to the Facebook page for more information. We ran that ad for three days total: the day before our event and both days of our event. We also created a couple hundred fliers with the same information and posted them in the classroom buildings. We put anywhere between 10 and 20 in each building to ensure that no one missed out. The posters also contained the QR code.

To measure the success of our print tactics, we collected data from the QR codes to track how many people scanned the posters as well as the number of “likes” and followers we managed to get on Facebook.

2. Internet and Interactive MediaWe have been using the Internet to conduct online advertising and viral marketing. The Internet includes the use of social networking sites such as Facebook and the official Chevrolet website. The Internet became the hub of our strategy, where our target audience saw the teaser “Where You Going?,” the keys, and finally our slogan “Chevrolet, The Going Gets Easy.” This created aware-ness of Chevrolet and the upcoming event. The QR codes were distributed within our guerilla marketing tactic that ultimately lead them to our Facebook.

3. Social MediaSocial Media has been the most important of all our tactics, because our target audience spends a majority of their time connected to social media sites like Facebook through their computers at home or smart phones on the road. Because they frequent these social media sites so often, we feel that it has been simple for them to access our sites.Our Facebook page has allowed people to get updates on our events, see pictures from the events and “tag” themselves in the pictures. They also have access to pictures of the three cars that we were promoting. Lastly, people were able to comment about events and connect with others that attended our event.

We measured the success of our Facebook page by how many people “liked” us and how many fans we have/had. We also measured people attending our events and the “traffic” that our page received.

4. RadioOur campus’s radio station only accepts public service announcements and does not accept adver-tising. Therefore, we did not be use radio in our campaign.

Tactics

8

Campaign StrategyTactics continued

5. TVWe did not use our campus news television because it only airs on one weekday and on the week-ends. The viewership is also very low and only features a presenter and sponsorships.

6. Media KitOur Media Kit included a letter of introduction, press releases, a fact sheet, backgrounder, recent publications, photos and logos. It was integrated with our other tactics because it provided infor-mation about our events, the guerilla marketing we conducted, our social media page, and how to sponsor or donate to our campaign.

We measured the success of this tactic by media hits and coverage, clippings or articles in publi-cations, and photos showing the success of our events. We were published on websites like The San Jose Blog, MercuryNews.com, SFGate.com, Outside.in.com, Topix.com and Fwix.com. We also measured our success by how many companies and organizations donated to our campaign.

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Public Relations/Advertising ReviewStrategy and tactics implemented

1. Media KitOur Media Kit included a letter of introduction, press releases, a fact sheet, a backgrounder, recent publications, photos and logos. Our Media Kit was sent out to newspapers, radio stations, websites, and blogs such as:

• The San Jose Blog• San Jose Mercury News• San Francisco Chronicle• San Jose Metro• Fwix.com-What’s happening nearby• Topix.com• Outside.in.com• Wild 94.9• 95.3 KRTY• 102.5 KDON

2. Social and Interactive MediaOur Facebook page allowed people to get invites and updates on our events, see pictures from the events, and “tag” themselves in pictures. Our Facebook friends were also able to see all the win-ners of our giveaways in live updates.

• We have 583 Facebook Friends in only a few weeks• 993 people were invited to our event on facebook

3. Guerilla MarketingOur Guerilla Marketing included the QR codes, sidewalk chalk on the weeks leading up to the event and on the days of the event, and the Chevrolet “Lost Keys” that were dropped all over school to create a buzz and lead people to our events.

• 85 scanned QR codes • Sidewalk Chalk 2 weeks on 3 separate days Day before and of the event 350 total• Chevrolet “Lost Keys” 225 keys were dropped 150 were returned

4. In-Kind DonationsThrough our networking we were able to attain many great giveaways at absolutely no cost to us. We were also able to a great deal on our flyers and our banner ad in The Spartan Daily through our networking. (Please see the next page for details).

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Public Relations/Advertising Review

• 600 Free Appetizer Coupons• 2 Santa Cruz Skateboards• 1 pair of Skullcandy Headphones• Spartan Daily Banner Ad-17,000 exposed every day X 3 days= 51,00 exposed.

5. EventsOur two-day event was a great success and because of our location we were able to draw in big numbers of attendees.

• 15,000 people were exposed to our event• 1200 people participated in the event• 502 response cards were filled out at the event• 741 lead cards were filled out at the event

6. PrintOur print advertisements consisted of posters, flyers and a banner in our school newspaper.

• 300 poster size “The Going Gets Easy” flyers posted 600 8 ½ X 11 “The Going Gets Easy” flyers posted 1200 mini “The Going Gets Easy” flyers posted• Banner in the Spartan Daily, which ran for 3 days

Strategy and tactics implemented continued

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Successes and improvements

Public Relations Review

Print media successes

The Spartan Daily, which is the school newspaper at San Jose State University, was our main focus for print media. This newspaper is posted all over campus and has a circulation of 5,550 newspapers per day, which allowed us more exposure than any other medium we could have used. A banner advertise-ment for our event was printed for three days, allowing us to reach approximately 17,000 people on campus. San Jose State University has around 32,000 students, most of which commute to and from campus. The University itself houses about 6,500 students. This means that our banner in the Spartan Daily reached about 53% of our entire University.

Social media successes

We focused all of our social media into Facebook, and we created a Facebook group titled “Where Are You Going?” On this page, we previewed the teasers for our event, allowed our friends to post their stories of where they were going and let our friends discuss their ideas and opinions about Chevrolet and our campaign. During our event, our agency posted on our Facebook to come out and join in the festivities, who had won what giveaways, when the next will be chose and updates about Chevrolet. This allowed all 583 friends to see in their news feeds what we were doing.

Improvements

With a bigger budget we could have ran our newspaper banner for a week or even two weeks prior to the event, and then ran one or two full-page ads on the days of the event. This would have allowed for more people to be exposed for a longer period of time.

Our social media ran a lot better than we expected. The only thing we saw that could be improved would be to utilize the power of twitter and also encouraged those who we suggested to be friends with the page to actually follow through with it. We should have had 993 friends, but getting more than half was still great.

Radio and television were our biggest areas of improvement. The exposure of our television station is unfortunate, but using that could have possibly allowed us more reach. As for radio, our agency could have gone into the station and recorded an advertisement that could have been played during SJSU Football games or prime time listening hours. Though most of campus doesn’t listen to the local radio station, there are still some people who do.

Our Guerrilla marketing was a very strong component in our campaign. Chalking by hand was difficult and time consuming, and using spray chalk would have allowed us to be more time efficient.

Lastly, the road signs that were going to be posted around campus would have been a fun aspect to our campaign, but unfortunately time and money stood in the way of this execution.

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Advertising Review

In terms of advertising we had many great ideas that worked, and a few that didn’t go as well as planned. While it is never a good feeling to have an idea fall through, we were able to learn from our mistakes. We pushed ourselves to work hard, and utilized all the materials we were given.

One of our greatest successes was the chalking of our slogans that decorated the campus. Not only were we able to reach thousands of students in a cost efficient way, but by chalking all over cam-pus, we created buzz and interest about the “Where you going?” campaign. Students couldn’t walk from one building to another without seeing at least three chalk advertisements, and they were fascinated to know what it was all about. Once students started noticing them around campus, they would begin to see them everywhere, and when the second week came around with the new message, students became interested to learn more.

Another hugely successful advertising tactic was the “lost keys” idea. People who were either curi-ous or just being nice were able to pick up these keys and learn more about the event and when and where to attend. They were instructed to bring the keys to one of the event days and get a picture with the cars. Students were so excited about the keys, that people were actually asking us where they could find one while we were chalking. This was fun, because students created their own little “scavenger hunts” around campus, and it created excitement and interest in our event. We had almost all the keys returned to us on both days, bringing around a hundred or so students to our events. The keys were also a great way to get people onto the Chevrolet event page, using the QR codes where they could spread the word through social media to all their friends.

One advertising tactic we felt could have been improved upon was the use of flyers and posters. Though we placed posters and flyers in every place we could legally around school, there was so much clutter around these posters that they could have easily gotten lost. One way to improve upon this tactic would have been to take a similar route as we did for chalking. Instead of just posting the event flyer up the week before, we realized people would have been much more cu-rious if we used the “Where you going?” in stages. For example, if we placed posters and flyers around campus asking students where they were going in big sized fonts, it may catch their eye. From there we would add different phrases and more information, slowly building up to the event and what it’s all about. With this strategy, we would capture the curiosity of the students and take them along a story, which would ultimately lead them to our event.

Successes and improvements

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Financial Analysis

Throughout our campaign, we pulled from our resources and asked for favors to utilize the budget as effectively as possible. With the money we were given, we were able to produce creative, eye catching and technologically advanced advertising, a tailgate event and a two-day event with four cars on campus. Not only did we catch the attention of many San Jose State University students, but we found a student interested in potentially purchasing a Chevrolet Cruze after she fell in love with it at our event.

We spent the largest chunk of our budget on advertising, which totaled to $1253.64. We spent $700 on a banner that ran on the front page of the Spartan Daily, our school newspaper, for three days. The cost to run a banner ad per day is normally $500, but we were able to negotiate three days for $700. The total value for the newspaper advertising is $1500. We also used the marquee at the San Jose State Event Center, which cost us $50 for two days.

Another part of our advertising was the sidewalk chalk we placed around the entire campus. The sidewalk chalk and stencils cost us $45, but we estimated that the actual value of chalking was $2,100, because it was seen by 15,000 students on campus over a two week period, and most of these students saw the chalk advertising more than once.

Another creative form of advertising was our “lost keys.” We spent $85 on the keys and were able to get $365 worth of keys donated from Ace Hardware. We attached a tag with a QR code to each key, and our estimate is that a QR code is $1 per scan. We received 86 scans, adding a value of $86 to our advertising. The total value of the “lost keys” campaign was $569.19.

Everyone working at the event wore a T-shirt with our slogan and the Chevrolet logo on the back. These 12 T-shirts cost us $216.32. We had our fliers, posters, and quarter sheet flyers donated to us at a total value of $831. The total value of our advertising was $10,427.

The major part of our campaign was, of course, our event. We spent a total of $851.19 on cam-paign implementation, and we gave away $335 worth of gift cards between $5 and $25, two skateboards, skull candy headphones and two iPods. We also gave away a free appetizer card for PF Chang’s to every person who filled out a lead card. These gifts allowed us to lure people to our event and entice them to stick around to experience and learn about the Chevrolet cars. Using our resources and connections, we were able to acquire $9,210.89 in in-kind donations. Some of the donations we received were the 600 free appetizer gift certificates from PF Chang’s valued at a total of $4,800, the DJ who normally charges $350 an hour, the skateboards valued at $107.59 and $157.95, a $25 gift card to Flames Eatery and Bar, and the skull candy headphones, which are usu-ally priced at $69.95. The total value of our event was about $27,896.36, because we reached so many people with our advertising, gave away gifts and will potentially sell a car valuing at $15,000.

Accurate cost vs. value analysis

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Financial Analysis

We spent a total of $123.28 on campaign reporting, which includes lead cards and presentation costs. We were able to get a lot of our printing for free, including the books we presented at our MSM, which would have cost us $60. The gifts we gave at the MSM cost us $100, and this put our total value of campaign reporting at $282.28.

Our other expenses were research at $143.22. We used pre-campaign and post-campaign sur-veys, conducted a focus group of 7 people and got feedback from participants at our event through lead and response cards. We figure that if we were to pay researchers to go out and col-lect and analyze data, it would have cost us about $2,100. We paid our focus group participants in pizza and snacks, but usually focus group participants are paid $100 for their time. This would have cost us $700. This puts the total value of our research at about $3,500.

Accurate cost vs. value analysis continued

The total value of our campaign is $41,336.44. The return on the $3000 budget is about 1300%$41, 336.44 -$3000= $38,336.44/3,000 = 12.778 x 100=1277.8%

Return on Investment

15

ExpensesActual Cost Actual Value

Total Expenses $2,942.95 $40,936.44

Actual Cost Actual Value Actual Cost Actual Value

Program Launch Research Actual Cost Actual value

Ink for printer $36.99 $36.99 Focus group $142.22 $3,500.00

printing response cards $61.18 $61.18

Totals $36.99 $36.99 Totals $203.40 $3,561.18

Campaign Development Public Relations Actual Cost Actual Value

Supplies $19.08 $19.08 Media kits $17.22 $3,500.00

Totals $19.08 $19.08 Totals $17.22 $3,500.00

Campaign Implementation Campaign Reporting Actual Cost Actual Value

Tailgate $75.44 $675.44 Printing Lead cards $26.01 $26.01

Giveaways $626.50 $10,321.70 Shipping Lead cards $75.43 $150.86

Event Supplies $149.24 $149.24 MSM Presentation $22.54 $122.54

Potential car sold $0.00 $15,000.00 Final Presentaion $331.46 $134.76

DJ $0.00 $1,750.00 Totals $455.44 $434.17

Totals $851.18 $27,896.38

Advertising Actual Cost Actual Value Other Actual

Banner ad in Spartan Daily $700.00 $1,500.00 Overnight parking of cars $56.00 $56.00

Banner for event $157.32 $157.32

Chalking $45.00 $2,100.00

Keys $85.00 $569.19

Flyers and posters $0.00 $831.00

Marquee $100.00 $115.00

T-shirts $216.32 $216.13

Totals $1,303.64 $5,488.64 Totals $56.00 $56.00

Chevrolet Finances

We worked very hard throughout our campaign, and were excited to see the results from our post research. We set specific objectives and goals at the beginning of our campaign, and are happy to say that we have met them.

From our post research, the response cards and the post survey, we successfully raised Chevro-let’s rank of overall opinion one place, replacing Nissan at #3. From the response cards we found that 38% had an “excellent” overall opinion of Chevrolet and 45% said Chevrolet was “good”. In ad-dition to these results, Chevrolet was the only brand out of the five that no one thought of as “very poor.” This tells us we did an excellent job of highlighting all the advantages and benefits of the Chevrolet cars.

70% of the people at the event said they learned something new about Chevrolet. In our pre-re-search, students thought of Chevrolet as gas guzzlers that were big and bulky, but since our cam-paign and event, 59% of students who filled out a lead card said that the fuel efficiency of Chevro-let automobiles caused their impressions of Chevrolet to improve. Students were most impressed by the high quality of the new models.

We feel that we have changed The Students of San Jose State University’s perception of Chevrolet for the better and our research proves it. The students are now aware of the brand and the models that would benefit them and satisfy all their needs.

ResultsAchievements from our campagin

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ConclusionThis semester, we produced a campaign of quality that rivals professional agencies. Our hard work and long hours have resulted in an integrated marketing campaign that combines the reli-ability of traditional advertising and public relations with out-of-the-box thinking, such as “lostkeys,” chalking, lead cards, a tailgate and a two-day event. We stretched our budget and net-worked to bring San Jose State University a professional campaign whose value far outweighs the budget we were given. With our unique and fun tactics, we enticed students to look at the im-pressive features of Chevrolet cars, and our target market now considers Chevrolet as their best choice when car shopping.

On behalf of Dwight Bentel & Hall Communications, we would like to thank you for the opportuni-ty to work with the Chevrolet brand and for allowing us to prove to you that the bay area can love Chevrolet just as much as any all-American state!

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Lasting ImpressionWe have high hopes for our campaign to leave a lasting impression on San Jose State University and its students. However, we know that just having a one-time event is not enough for a lasting impression on our campus. There are many events that are hosted by our student government that take place on our campus, which will give Chevrolet many opportunities to be present. As student fees increase in the California state system, resources are becoming increasingly scarce, and Chevrolet can helping by cosponsoring the “For Students by Students” events, including the monthly Wednesday barbecues and the monthly movie nights.

A major event for San Jose State University that has become increasingly popular since 2005 is the Spartan Squad, which is a spirit squad that gets its own section during football games. T-shirts are given to every incoming student each year, and by helping to subsidize the Spartan Squad shirts and by getting the Chevrolet logo printed on them, we can count on Chevrolet contributing to the student spirit experience at every sports event. Collaborating with our student government will allow Chevrolet to attach its name to an all student-run organization that will not go away any time soon.

Public Relations ReviewMedia coverage

1. GoogleRanked #1, #2, and #10 in Google Top 10

2. MercuryNews.com

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Public Relations ReviewMedia coverage continued

3. SFGate.com

4. Topix.com

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Public Relations ReviewMedia coverage continued

5. Outside.in.com

6. Thesanjoseblog.com

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Public Relations ReviewMedia coverage continued

7. Fwix.com

8. Facebook.com

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Public Relations ReviewNetworking successes

Skull Candy Headphones Santa Cruz Longboard Skateboards

PF Chang’s Appetizers DJ for the event

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Advertising ReviewExamples of major tactics

Over 75 keys were “lost” around campus. Some were attached to benches with fishing wire, some were hung from trees, and some were simply dropped on the ground in busy sections of campus. The keys were a very successful part of our campaign, and were very vital in getting people to our event. It was a unique form of advertising, which grabbed the interest of the people who found them.

For our first round of chalking, which took place 2 weeks before the event, “Where You Going?” was written throughout our campus.

ThekeysonthegroundThekeyshangingfromatree Thefrontandbackofthekeychain

PLEASE RETURN TO

At the 7th street plaza on November 9th and 10th, 10 am to 3 pm

Or scan this code with the QR code-reader app on your smart phone.

facebook.com/whereyougoing

THE CHEVROLET “WHERE YOU GOING?” EVENT

WH

ERE

YOU

GO

ING

?

AstudentadmiringthechalkNicolewithherchalk“WhereYouGoing?”

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Below is the marquee at the Event Center at San Jose STate University. Both of our slogans were presented all day long on both days of our event.

Advertising ReviewExamples of major tactics continued

Herearetwodifferentsizesoftheflyersthatwehadatourevent.Thelargeronewaspostedinclass-roomsandlampostsaroundcampus,andthesmallerflyerswerepassedaroundtopeopleoncampustodirectthemtoourevent.

The the left you can see a banner we had at our event. This banner was used as a backdrop for photos and to let people know what the event was called. To the right you can see our T-shirt design. These shirts were worn by each team-member at the event.

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Below is the banner advertisement that was featured in the Spartan Daily for three consecutive days.

25PhotosCampaign planning

Photos26

Tailgate event

27PhotosOur 2-day event

28PhotosOur 2-day event