chevy/ primedia
TRANSCRIPT
Research CampaignStrategy
PublicRelations
Advertising
Event
Results
NovemberCampaign
Finance
Client Objectives
Tell the Chevrolet story on campus
Develop promotion(s) that naturally integrate the Chevrolet brand messaging and/or vehicles into campus life
brand knowledge looks
Interior
Brand awareness
UnreliableAmerican
Favored features affordable
expensive upkeep
cruze
Excellent Good Fair Poor Very Poor
Chevrolet 50 189 158 52 21
Ford 45 141 180 84 20
Honda 224 175 61 9 1
Nissan 143 202 109 14 2
Toyota 183 156 83 38 10
Product User:Associating a product/ service with a specified group or type of user.
1.Broadcast Media
2.Direct Marketing
3.Guerilla Marketing
4.Word of Mouth
5. Public Relations
6. Event Marketing
7. Sales Promotion
8. Internet & Interactive
Contributor Item Value Primedia ContactQuizno's Gift Cards $50.00 Iwona Milan
Flat Top Grill Gift Cards $40.00 Tabetha CzarnikNew Image Construction Cash $50.00 Iwona Milan
The Drum & Monkey Gift Cards $25.00 Tabetha CzarnikJaks Tap Gift Cards $40.00 David Shum
Navratan Gems Cash $1,000.00 Sagar ShahLettuce Entertain You Cash $200.00 Laura SwetinLettuce Entertain You Gift Cards $200.00 Laura Swetin
Target Gift Cards $50.00 Laura SwetinSean Patrick's Salon & Spa Gift Cards/Beauty Products $125.00 Iwona Milan
Monster Drinks $240.00 Iwona MilanTaylor Made Pizza Food $937.00 Marcia Brittmon
Subway Food $55.00 Marcia BrittmonTCF Gift Card $50.00 Marcia Brittmon
All Primedia Members Cash $630.00 All Primedia MembersThe Bar 10 Doors Gift Card $50.00 Daisy AguireLalo's on Maxwell Gift Card $50.00 Alli Dyschkant
Morgan's Gift Card $50.00 Daisy AguireHyatt Regency Chicago Gift Card $518.00 Robert Walsh
Light Me Up Signs Cash $405.00 Robert WalshWishbone Gift Card $60.00 Tabetha Czarnik
Total Cash Contributions $2,285.00 Other Contributions $2,540.00 TOTAL $4,825.00
4%26%
60%
10%
Prospective Budget Alloca-tion
ResearchPublic RelationCampaign StrategyAdvertising
9%21%
34%12%
18% 7%
Ending Value Distribution
Research
Public Relation
Campaign Strategy
Advertising
Other Contributions (Giveaways)
Reports and Presen-tations
How objectivesWere met
How could theyhave been better met
Excellent Good Fair Poor Very Poor
Chevrolet 50 189 158 52 21
Ford 45 141 180 84 20
Honda 224 175 61 9 1
Nissan 143 202 109 14 2
Toyota 183 156 83 38 10
Excellent Good Fair Poor Very Poor
Chevrolet 108 172 106 29 7
Ford 45 146 157 57 17
Honda 201 162 55 3 1
Nissan 144 197 70 9 2
Toyota 173 157 60 26 6
Excellent Good Fair Poor Very Poor
Chevrolet 170 206 80 8 4
Ford 112 222 98 19 17
Honda 216 194 52 6 0
Nissan 178 206 71 10 3
Toyota 193 197 58 16 4
Would you tell a friend about the vehicle(s) you experienced?Yes 75.90%No 8.50%Maybe 15.60%
Recommendations
•Supporting education•Marketing to everybody•Marketing to students to get jobs
Thanks!