Dolan  Automotive  Group  Reno  Toyota            By  KBDNR  

2013  

 WING  LUM  (KURTIS)  TAN  BRIANA  KASZUPSKI  DEREK  NEFF  NICOLE  SKUBIC  RYAN  WARD    

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KBDNR Advertising Agency

5925 Almandine Drive Phone: (775) 846-2996 Reno, NV 89523 E-mail: kurtistan2@gmail.com December 2, 2013 Ms. Kristin Stith Dolan Automotive Group 2100 Kietzke Lane Reno, NV 89502 Dear Ms. Stith: Subject: Dolan Automotive Group IMC Plan We at KBDNR are honored to be able to develop a marketing plan for a company like Dolan Automotive Group. We have researched and recommended a strategic marketing plan that will increase Dolan’s market share in Northern Nevada. There are four parts of our Integrated Marketing Communications plan, which include brand awareness, sales, referral from current customers, and online sales. Each of these parts is important to increasing your market share. We have developed a SWOT analysis that has analyzed the strengths, weaknesses, opportunities, and threats of Dolan Automotive Group and Reno Toyota. This analysis lays out what has gone well, what has not, some opportunities to improve, and possible threats to the company. We are confident that our recommendations will help to improve awareness, sales, referrals, and online sales. We look forward meeting with you soon and discussing these options. Sincerely, Wing Lum (Kurtis) Tan Briana Kaszupski Derek Neff Nicole Skubic Ryan Ward

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Table of Contents Table of Contents...........................................................................................................2 Executive Summary.......................................................................................................4 Organizational Chart......................................................................................................4 Chemistry Pitch..............................................................................................................4 Extensive Situation Analysis .........................................................................................6

SWOT Analysis .........................................................................................................6 New Models ...................................................................................................................7

Variety .......................................................................................................................7 Weaknesses ................................................................................................................8

Brand Recognition .................................................................................................8 Large Territory to Cover........................................................................................8

Opportunities .............................................................................................................8 Growing Business of Toyota .................................................................................8 Toyota Care............................................................................................................8

Threats .......................................................................................................................8 Environmental Factors ...................................................................................................9

Legal ..........................................................................................................................9 Political ......................................................................................................................9 Technological.............................................................................................................9 Economic ...................................................................................................................9 Cultural ......................................................................................................................9 Social .........................................................................................................................9 Demographic............................................................................................................10 Resource factors.......................................................................................................10 Target Market ..........................................................................................................10 Size...........................................................................................................................10

Geographic Distribution ..............................................................................................10 Demographics ..............................................................................................................12

Psychographics ........................................................................................................13 Current Marketing Mix................................................................................................13 Key Benefit ..................................................................................................................15 Price/Place ...................................................................................................................15 Promotion.....................................................................................................................17

Television.................................................................................................................17 Radio........................................................................................................................17 Print..........................................................................................................................17 Billboard ..................................................................................................................17 Blog..........................................................................................................................17

Copy Platform & Media Plan ......................................................................................18 Position statement ........................................................................................................18 Company Value- Drive ................................................................................................18 Overall Marketing Objective .......................................................................................18 Specific IMC Objects...................................................................................................19 Target Profile ...............................................................................................................19 Key benefit...................................................................................................................19 Product Position...........................................................................................................20 Appeal ..........................................................................................................................20 Media Plan ...................................................................................................................20 Action Plan ..................................................................................................................21

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Brand Message Execution ...........................................................................................22 Promotion Pieces .........................................................................................................23

1. University of Nevada Athletics Basketball Promotion (Appendix 2) .................23 2. Additional Billboard Content (Appendix 3) ........................................................24 3. Hashtag slogan/ Social media cover photo (Appendix 4)....................................25 4. Added Dolan Automotive Group Sign on the side of Toyota building (Appendix 5) ..............................................................................................................................26

Evaluation Piece/Criteria .............................................................................................26 Conclusion ...................................................................................................................27 Recommendations........................................................................................................27 Work Cited...................................................................................................................29 Appendix:.....................................................................................................................30

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Executive Summary Dolan Automotive Group is the home of the following dealerships: Reno Toyota, Reno Scion, Lexus of Reno, Reno Mazda, and Reno Kia. As a family run and locally owned business, Dolan Automotive Group always strives to provide the best service along with the greatest deals to walk-in customers. We, KBDNR, are honored to present this IMC plan to the Dolan Automotive Group. We are presenting our professional opinions and suggesting improvements to the current Dolan Automotive Group marketing strategy. This plan will increase the marketing share at the Northern Nevada market within three years.

The four parts of this Integrated Marketing Communications plan include

brand awareness, sales, referral from current customers, and online sales. In the brand awareness and sales segments of our IMC plan we will focus on establishing the relationship and connection between the car brand-Toyota and the Dolan Automotive Group. We are going to implement a customer loyalty program to increase referral from current customers. Lastly, we will increase social media interactions between customers and dealership to increase online sales.

Our objective in implementing our Dolan Automotive Group Integrated Marketing Communications plan is to increase market share in the four areas mentioned above. Dolan Automotive Group is one of the best-known car dealerships in the industry, and through our integrated marketing campaign we aim to take Dolan Automotive Group to become the #1 dealership in the Northern Nevada.

Organizational Chart

Account Manager & Media Director Wing Lum (Kurtis) Tan

Kurtis is in charge of establishing relationships with the clients and is the liaison of the agency. As the liaison, he coordinates the work for the agency’s creative and media team. In addition, he manages day-to-day operations on the accounts and the production of the final report. In terms of media director, Kurtis is responsible for planning where and when advertisements will be placed and published.

Kurtis has over three years of customer service experiences in the casino marketing industry, and also has managed multiple fundraising, promotion, and dining events. With his experiences and vision, he is confident he will lead the agency to success and increase revenue from the company clients. Research Director Briana Kaszupski Briana is the research director, and works extremely close with our Interactive Marketing Director to turn data and numbers into useful information for clients to understand their marketing position and industry better. Understanding the data information and what exactly it means behind each is her specialty. With four and a half years of customer service within the casino

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industry, Briana feels overly confident with her interactions with customers. “Treat them like family, invite them in with open arms” is her motto. Creative Director Derek Neff Derek is the copywriter and designer of the team, also known as our art director. He will work together with the concept of advertisements, and come up with creative ideas to help promote advertising campaigns. Derek is currently a marketing and promotions intern for the University of Nevada, Reno athletic department. He also has previous marketing experience for a Washington DC based company called Headfirst. P.R. and Promotion Director Ryan Ward

Ryan overlooks all the public relation of the marketing campaign and strategy, and makes sure the team is on track to meet our objective goal for the IMC plan. In addition, he is in charge of working with out-sourced marketing plan.

Ryan is currently an international business and marketing major at the University of Nevada. After college Ryan has plans to build his own business and work in international marketing.

Interactive Marketing Director Nicole Skubic Nicole’s main job is focusing on the clients’ brand image over the Internet and around the community. She understands the clients’ marketing mix in terms of price, place, promotion, and placement. She consistently follows up with the clients’ target market, and ensures clients are focused on their customers. Nicole is currently a marketing intern for the University of Nevada Athletics Department. She is a senior Marketing major graduating in May and plans on pursuing a career in sports marketing in the San Francisco Bay Area.

Chemistry Pitch We are KBDNR Advertising Agency “Advertising the Future”

We have a unique competitive advantage. We are students, which allow us insight to the changing environment of advertising today. We are uniquely positioned to utilize new trends in social media. Traditional advertising media does not work anymore. In order to stay competitive we must continue to look for new ways to reach an ever-growing target market. In order to stay competitive in the market we must find new ways to reach a market that has been so over whelmed by advertising that it no longer has an impact. Over saturation of advertisement has decreased the impact of advertising. We are KBDNR Advertising Agency and we advertise the future.

Advertising is changing, the old way of getting a message to the masses no longer works. Costumer brand loyalty is decreasing as more options are becoming available, allowing shoppers to look outside of their local market. Customers are shopping nationally and Dolan is selling locally. The world is not as big as it once

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was as technology has bridged the gap between communities. At one time we only had the local Automotive dealers and maybe the ones in the next town, but no one would drive for hundreds of miles to see what deal they may have over there. Today the Internet has increased the amount of competition with everyone on the Internet that has a car to sell. We must no longer think locally but innovate globally.

The market is changing faster and faster everyday. Today people do not simply buy from the place their parents did or where they may have purchased their last car. Today the amount of information available to customers is over whelming. A customer can go online and fully customize a new car. The Automotive market is not what it used to be. The world is growing more dependent on technology. Costumers can find the best deals in a moment not only from their local dealer but also anywhere in the world, with out leaving their own homes. Local Dealerships like Dolan Automotive Group are no longer competing against the dealership across the street but potentially one on the other side of the world.

The Dolan Automotive group will chose us because of our competitive advantage. We are a newer company with new ideas that can improve Dolan sales and creative awareness. We understand Dolan’s target market and their company goal of where they want to be. We are the vehicles with a strategic plan road map to get where Dolan Automotive Group wants to be.

Extensive Situation Analysis

SWOT Analysis Dolan Toyota distributes automobile, parts, services, and accessories to the Carson City and Lake Tahoe area. With the mission of keeping the customer 100% satisfied, there is something offered for everyone. A goal is to convert each and every customer into a loyal family member and Dolan enthusiast.

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Strengths Outstanding goodwill Dolan is a big support of the Reno community. Three years ago Dolan began what is called, The Dolan Class Project. This year Dolan decided to take a step up and surprise the community. An additional $10,000 has been added to the standard $50,000 resulting in a $60,000 donation to 22 different schools. The classroom with the most votes will receive $5,000, and the Dolan Automotive Group Employee Pick will award one additional classroom with $5,000. There will also be 20 classrooms that will be awarded $2,500 each. This shows that the dealership has high integrity and is willing to step out of the business box and help the community. During a TEDx talk at the University of Nevada, Reno, Ryan Dolan expressed to the audience, “We want to give back to the community to not only do the right thing, but to get more involved within it, as well as to build strategic relationships with future consumers.”

New Models Toyota as a whole is constantly coming out with new models. They are able to keep the consumers pleased with up to date models and updated technology.

Variety

Strengths    • Outstanding  goodwill    • New  models    • Variety      

Weaknesses    • Brand  Recoginzition    • Large  territory  to  cover    

Opportunities  • Growing  business  of  Toyota    • Toyota  Care    

Threats  • Recall  possibility  • Local  competition      

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Toyota is able to stay well rounded. They offer everything from trucks to SUVs to compacts to hybrids and full sized sedans. With all of the options available, the target market is able to stay at a larger size. Toyota has exactly what you need, when you need it.

Weaknesses

Brand Recognition Though Dolan does an amazing job of keeping there name scattered through the community, there is not strong brand recognition. There is a severe disconnect from the name to the product. What does Dolan offer is the real question? There needs to be something that separates Dolan from “just another car dealership.” Dolan needs to be able to stay within the minds of the consumers while they have full understanding of what it is that Dolan offers.

Large Territory to Cover Dolan Toyota only has one location within the Reno/Tahoe/Carson area. It is located in the middle of Reno; however, there is a lot of square footage within those three areas. It would be to the benefit of the company to open up another dealership, possibly a Carson Toyota?

Opportunities

Growing Business of Toyota North American car sales are at an increase. It is the time for Dolan Toyota to bring out the new models, establish their brand, and make an impression on the community it serves. With the constant upgrade of technology and changing economy, Toyota does an amazing job of keeps what’s “up to date” in stores. It is time for Dolan Toyota to shout out to the community that they are here and ready for business.

Toyota Care It is one of the most beneficial parts of buying a Toyota. Toyota Care will inspect and adjust all fluid levels, replace engine oil and oil filter, rotate tires, conduct a multi point vehicle inspection, and offer 24-hour roadside of assistance, which covers 6 different services. This is available when you buy or lease a new Toyota. This is a huge advantage to consumers who are looking to purchase a car, why not have a little cushion just incase something goes wrong?

Threats Unfortunately, Toyota has been known for its numerous recalls within the last 5 years or so. In 2013, 885,000 vehicles worldwide were recalled over electrical problems that could prevent airbags from deploying in a crash. This is just one of the many issues. This could bring upon a real threat to Dolan Toyota. Not only do consumers not want a recall on their car, but also they don’t want to go to a dealership they cannot trust.

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Environmental Factors

Legal The legal provisions include: -Ones relating to environmental population by automobiles. This is within the walls of the company. It must be noted from Toyota what is currently happening with products that way Dolan Toyota can stay on top of it. -One relating to safety measures. With the numerous recalls, Dolan must be sure they are in constant understanding of what is going on with Toyota. Toyota’s Safety Research center makes sure they stay on top of the products and parts. There are no current safety issues. Toyota Care is also a big factor in trying to reduce safety issues. -If new regulations for cars occur then Dolan will be obligated to follow the guidelines and stay within the legal boundaries.

Political The stability of the government has a big role on the overall car sales. Currently there is a new election cycle approaching and this will have a huge impact of the sales of Dolan Toyota. If someone who is newly elected into office sets up a new law or regulation, then it will be crucial for Dolan Toyota understand and participate in them.

Technological Technology is on the incline. It is constantly changing and being updated. It is important that cars have the most up to date technology, increasing there lifetime and decreasing the problems that occur after purchase. Electric cars are becoming more and more popular each year. Toyota has done a good job at staying on top of the hybrid.

Economic The economy was not at its strongest within past years; however, with it now on the up rise, Dolan Toyota must be able to grab consumer’s attention before they look somewhere else. Will people begin to spend like they did before the economic decline? It is Dolans responsibility to make sure that they spend their money with the Dolan Automotive Group

Cultural The culture throughout the target market for Dolan Toyota has not changed. Dolan portrays strong family values and high integrity, which is loved by the community. The area that Dolan markets to is a small community, the culture seems to be understood.

Social Consumers are constantly changing their wants and needs. The lifestyle of the consumers will greatly impact their preference of autoemobiles. Social norm are something that greatly impact the car choice of consumers. Outdoor activity is a huge factor for people within Dolan Toyotas market.

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Demographic Demographics for each region are different. They include: age, sex, race, education, location of residence, income, employment status, religion, martial status, language, and many more. The Reno/Tahoe/Carson area is isn’t too big, therefore the statistics are pretty clear.

Resource factors It is important for the dealership to constantly be on top of their resources. With a lack of resources, car sales can decline or come to a halt. Because Dolan doesn’t make the cars, they don’t have to worry too much about the resource factors.

Target Market Dolan Toyota is looking for consumers between the ages of 24 and 59. Consumers located in the Northern Nevada and Sierra Nevada area. Looking at both males and females for the target market.

Size With 429,908 people, Washoe County is the 2nd most populated county in the state of Nevada. Washoe is the boundaries of consumers for Dolan Toyota. They target the Northern Nevada area along with the Sierra Nevada/California region. The land area is marked at 6342 square miles while the water area is marked at 209 square miles within the Washoe County. This results in the population density being 67 people per square mile.

Geographic Distribution Geographic distribution refers to the way something is spread out or arranged over a geographic area.

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Size Population

Reno 231,027 people

Sparks 92,183 people

Tahoe 21,286 people

Carson City 54,838 people

**2012 Population According to The Nevada State Demographer’s Office. Published on October 1, 2013. (year 2012)

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Demographics

Demographic Data: Gender

Males 217,683

Females 213,352 According to The Nevada State Demographer’s Office. Published on October 1, 2013. (year 2012)

Demographics Data: Age

25 to 29 Years of Age 31,874 30 to 34 Years of Age 31,821 35 to 39 Years of Age 27,673 40 to 44 Years of Age 29,195 45 to 49 Years of Age 28,838 50 to 54 Years of Age 30,218 55 to 59 Years of Age 28,747

According to The Nevada State Demographer’s Office. Published on October 1, 2013. (Year 2012)

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Races in Washoe County, Nevada:

• White Non-Hispanic Alone (66.0%) • Hispanic or Latino (22.2%) • Asian alone (5.1%) • Two or more races (2.4%) • Black Non-Hispanic Alone (2.2%) • American Indian and Alaska Native alone (1.4%) • Native Hawaiian and Other Pacific Islander alone (0.6%)

According to The Nevada State Demographer’s Office. Published on October 1, 2013. (Year 2012)

Psychographics The psychographics for the target market include things such as but not limited to: outdoor activities, life style choices, and family values. Keeping a strong foot in the family community is important since Dolan Toyota offers cars for all sorts of purposes and people.

Current Marketing Mix

Dolan Automotive Group carries the brands Toyota, Scion, Lexus, Mazda and Kia. However they also sell cars from other makers such as BMW, Mercedes, Nissan, Audi, Subaru, Volvo, and others in their pre-owned used car inventory. The vehicle inventory is updated on a regular basis. Customers are able to see what is available, view photos, and what the available pricing details for each vehicle are.

Below is a comprehensive list of all the new vehicles that they are currently selling.

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Toyota

• 2013 Toyota 4Runner 4WD SR5 • 2013 Toyota 4Runner Trail • 2013 Toyota Avalon Hybrid Limited • 2013 Toyota Avalon Hybrid XLE Premium • 2013 Toyota Avalon Limited • 2013 Toyota Avalon XLE Premium • 2014 Toyota Camry L • 2013 Toyota Camry LE • 2014 Toyota Camry LE • 2014 Toyota Camry SE • 2014 Toyota Camry SE Sport • 2013 Toyota Camry SE V6 • 2013 Toyota Camry XLE • 2013 Toyota Camry XLE V6 • 2014 Toyota Corolla LE • 2014 Toyota Corolla LE ECO • 2014 Toyota Corolla S Plus • 2014 Toyota FJ Cruiser SR 4WD V6 • 2013 Toyota Highlander 4WD Limited V6 • 2013 Toyota Highlander 4WD Plus V6 • 2013 Toyota Highlander SE V6 • 2013 Toyota Prius c One • 2013 Toyota Prius c Two • 2014 Toyota Prius v Two • 2013 Toyota Prius Three • 2013 Toyota Prius c Three • 2014 Toyota Prius v Three • 2014 Toyota Prius v Five • 2013 Toyota RAV4 4WD Limited • 2013 Toyota Sequoia 4WD SR5 • 2014 Toyota Sienna LE 4WD • 2013 Toyota Sienna Limited 4WD • 2013 Toyota Sienna XLE 4WD • 2014 Toyota Tacoma 4x4 Access Cab Automotivematic • 2014 Toyota Tacoma 4x4 Access Cab V6 • 2014 Toyota Tacoma 4x4 Regular Cab • 2013 Toyota Tundra CrewMax Platinum V8 • 2013 Toyota Tundra 4x4 Double Cab V8 • 2014 Toyota Tundra 4x4 SR5 Double Cab 5.7L • 2013 Toyota Tundra CrewMax V8 • 2014 Toyota Tundra 4x4 SR5 CrewMax 5.7L V8 FFV26 • 2014 Toyota Tundra 4x4 Platinum CrewMax 5.7L V8 FFV26 • 2014 Toyota Tundra 4x4 Limited CrewMax 5.7 V8 FFV 26 • 2013 Toyota Venza LE 4WD • 2013 Toyota Venza LE V6 4WD • 2014 Toyota Yaris 3DR L • 2014 Toyota Yaris 5DR SE

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Key Benefit

Dolan Automotive Group takes pride in being more than an average Automotive dealership. They take the time to get to know each and every driver that walks into the doors of their dealership. Once they find out a customer’s driving style, needs, desires, price range, and maintenance habits, they are able to match customers up with the precise car that would work best for them. This personal experience offered is a key benefit for their customers.

Price/Place

The two largest drivers of profit are the Toyota Camry and the Toyota Prius. They compare favorably with other hybrid cars on the market. The Toyota Hybrids rank among the highest of all hybrids in terms of fuel efficiency and car safety ratings. These high marks make Toyota hybrids the best hybrids to buy, when compared to those made by other car companies.

Toyota Camry Hybrid The Toyota Camry hybrid gets 33 miles per gallon in the city and 34 miles per gallon on the highway. At a manufacturer suggested retail price (MSRP) of $26,150 for the 2010 model, it's a good value among hybrids. It has near zero emission advanced technology and operates on a 2.4-liter, 4-cycle ECVT engine.

The chief competitors are the Nissan Altima hybrid, with a 2.5 liter, 14-valve engine, the Saturn Aura hybrid, with a 2.4-liter 14 4A engine, and the Chevrolet Malibu hybrid, also with a 2.4 14 4A engine. The Toyota Camry hybrid compares very favorably with these other sedans. As for price, the MSRP for the Camry hybrid is less than the other comparative sedans, except for the Chevrolet Malibu, which is $625 less. The Camry has higher or comparable city and highway mileage ratings, except for the city mileage for the Nissan Altima, which is 35 miles per gallon. The braking system for the Toyota Camry hybrid exceeds that of all of the comparable hybrid sedans.

The Toyota Highlander

The Toyota Highlander hybrid gets 27 city and 25 highway miles per gallon. The 2010 Toyota Highlander hybrid lists for a MSRP of $35,700, has a 6-cylinder

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engine with 270 horsepower at 5,600 rpm and a torque of 212 horsepower at 3,600 rpm. It operates in 4-wheel drive on a 3.3-liter, 6-valve ECVT hybrid engine.

The competitors for comparison with the Toyota Highlander hybrid include the Saturn VUE hybrid, the Ford Escape hybrid and the Mercury Mariner hybrid. It should be noted that the Toyota Highlander has a 6-cylinder engine versus a 4-cylinder for the others. The mileage and fuel economy comparisons are slightly lower for the Highlander compared to the other three models. The Highlander hybrid is slightly higher in price than the Saturn VUE and the Ford Escape, but lower than the Mercury Mariner.

Toyota Prius The Toyota Prius II has the highest fuel economy of any comparable hybrid model. The Prius gets 51 miles per gallon in the city and 48 miles per gallon on the highway. This far exceeds its competition, the Honda Insight, which gets 40/43 miles per gallon city and highway, and the Honda Civic hybrid, which gets 40/45 city and highway. The MSRP for the Prius II is $23,150, which is about a little more than $2,000 higher than the Honda Insight but about $1,000 lower than the Honda Civic hybrid.

Toyota Matrix

Toyota's Matrix is a cross between a fuel-efficient compact car, mini wagon and a crossover utility vehicle. Introduced in 2003, the Matrix has spawned many imitation vehicles from competitors. Available in 1.8 L and 2.4 L versions, the Matrix provides a lot of power when compared to many other hybrid vehicles. While the matrix is one of the better performing hybrid vehicles, its fuel economy does suffer a bit and averages just below 30 miles per gallon for combined city/highway driving.

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Promotion

Television • “Dolan Different” commercial over local channel

Radio • Alice @ 96.5 joining forces

o US Marine Corps Toys for Tots! • SWAG 104.9

o Camp Christmas o US Marine Corps Toys for Tots

Print • RGJ

o Partnered with United Cerebral Palsy of Nevada to host the Life Without Limits Clothing Drive

o Benefit children and adults with disabilities living in Northern Nevada.

Billboard • Local area advertising • Can be placed wherever it will have the most impact. Main advantage is to

draw traffic off the highway before the exit.

Blog • Allows readers to blog and find out the latest news, specials and sales going

on at Dolan Automotive Group.

The Dolan Automotive Group also has a huge impact on the local community. In 2013, The Dolan Automotive Group conducted their third annual “Dolan’s $60,000 Class Project.” The annual contest encourages area public school teachers to submit a concept for a classroom project on behalf of students then the fans of the Dolan Automotive Group Facebook page vote on the teacher’s proposals. Thus driving traffic to their Facebook page. Since 2011, Dolan Automotive Group has given $100,000 to 40 northern Nevada classrooms with Class Project.

The Dolan Automotive Group will once again be a major sponsor of this year’s Great Reno Balloon Races. Dolan Automotive Group will host a meet and greet at Reno Toyota with Captain Debbi Waltman. Captain Waltman is one of only a few female balloon pilots. She was the pilot for the official Dolan Automotive Group race balloon. The balloon will be on display, and Captain Waltman will be on hand to teach about all things hot air balloons.

The Dolan Automotive Group has sponsored child safety seat checkpoint inspections. Car seats that are not installed properly increase the risk of serious injury. Certified REMSA volunteers will check the current installation, correct any problems

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and provide education on the proper use and installation of car seats. Volunteers will also check for obvious defects and note any seat that is on a national recall list.

The Dolan Automotive Group is the title sponsor of the 2013 Triple-A All-Star Game that was held at Aces Ballpark in downtown Reno. Dolan Automotive Group hosted a free Fanfest BBQ at Reno Toyota. They gave away complimentary tickets to the All-Star Fanfest presented by Reno-Tahoe USA. Dolan Automotive Group awarded two local Little League teams with an unforgettable home run derby package. “Cal Ripken Spanish Springs 11-70’s” All-Star Team won a bullpen party at the home run derby and Fanfest tickets by submitting a photo of their team to the Dolan Automotive Group Facebook page. The team then recruited family, friends, and community members to vote for their photo. In one week, the winning team alone received 896 votes on The Dolan Automotive Group Facebook page. Throughout that week, Dolan Automotive Group gave away All-Star packages consisting of tickets to Fanfest, home run derby, and the All-Star Game each day clues were posted onto Dolan Automotive Group’s Facebook page about the special Social (media) Scavenger Hunt.

The Dolan Automotive Group has been a big supporter of the Boys and Girls Club. In a partnership between The Dolan Automotive Group and the Boys and Girls Club recognized that many students are ill prepared for the school year from a supply perspective. Volunteers from The Dolan Automotive Group donated both time and money to help better prepare over 400 students for the school year. The Dolan Automotive Group employee’s stuffed backpacks with school supplies including pencils, erasers, glue sticks, markers, spiral notebooks, three ring binders, hand sanitizer and Kleenex.

Copy Platform & Media Plan

Position statement Dolan Automotive Group’s mission statement is “to attract and attain customers with high-valued products and services and most satisfying ownership experience in Northern America.”

Company Value- Drive Develops employees and/or self through continuous training Respects and keeps promises to customers and co-workers Intently listens to understand customers and co-worker needs Values honesty, transparency, and consistency in all of our dealings Exemplifies Brand Persona (Professional, sensitive, knowledgeable, resourceful, reliable and transparent)

Overall Marketing Objective Marketing Objective is a clear vision of what the marketer is going to accomplish in the market. Dolan Automotive Group always strives to provide the best

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service and let their customers to experience the Dolan Different. There are four main areas this IMC plan focuses on. These areas are increasing the awareness, sales, referrals from current client’s customer, and online sales. The marketing objective is planning to implement in the Northern Nevada within three years of operation. After the IMC plan, Dolan Automotive Group can expect to increase awareness and connection between Dolan Automotive Group itself and Reno Toyota after being exposed to the communication pieces.

Specific IMC Objects There are four main objects with this specific IMC plan:

1. Increase awareness in target by 25% of the detergent market in Northern Nevada within the first three years of operation 2. Increase sales by at least 10% of the detergent market in Northern Nevada within the first three years of operation 3. Increase referrals from current client’s customer by 20% of the detergent market in Northern Nevada within the first three years of operation 4. Increase online sales by 10% of the detergent market in Northern Nevada within the first three years of operation

Target Profile Toyota has about 70 different models sold under the name of Toyota, and has a wide range of car types including sport cars such as the Celica; gas efficient vehicles such as the Prius; and SUVs like the FJ Cruiser, 4Runner, and Land Cruiser for off-roading. In addition, they have cars like the Camry and Corolla, which are dependable, long-lasting, and affordable sedans. For family-friendly vehicles, Toyota has the Sienna and Highlander that can carry a lot while still being economical. Lastly, Toyota has trucks like the Tundra for workers who need a vehicle with great power and is able to make some hard working pickups. Toyota has a solution for every family that is looking for a vehicle. Although it is often thought that everyone falls under the Toyota target market, there are three segments Reno Toyota focuses on the most and they are:

1. Income 2. Gender 3. Needs/Desire

Toyota is best known for its “popular economy car”. An individual from the typical target market will be earning income within the middle class, and their annual income will be between $25,000 and $100,000 a year. Toyota target market is fairly equal in both male and female market. As it mentions above, Toyota always provides economy vehicles with gas efficient to fulfill the needs of the customers. In addition, Toyota also gives their customers something they desire and want. For example, Toyota is consistently improving and innovating the new design with a more attractive look and a comfortable interior design. Key benefit

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The most important benefit for a customer is to provide a remarkable car shopping experience with great customer service. Customer will experience the Dolan Different experience by getting the best deal in Northern Nevada, and solve all of the automotive needs, concerns, and put the best team for their customers. Dolan Automotive Group locally owned and operated family-based business, and they pride to their team of associate, the quality of service, and the vehicle brands.

Product Position Reno Toyota is known to provide the best economy affordable, well design, and high efficient gas mileage car in the Northern Nevada market. Also giving the best customer service for their client’s, and experience the Dolan Different. It is because every customer experiences count in the Dolan Automotive Group dealership.

Appeal Overall tone of the campaign will be a combination of entertaining, rational, and emotional. We are going to switch the focus point on all ads how to increase sales and revenue for the dealership to how can the customer benefit the most. It is because if we can benefit the customer, they will consistentlt coming back to use our service. If Dolan Automotive Group can help customer to get what they need and desire, then what Dolan Automotive Group need and want will come automatically.

Media Plan As the section of specific IMC Objects point out, there are four areas we going to help Dolan Automotive Group to improve to the detergent market in Northern Nevada within the first three years of operation. Increase Awareness in target by 25% Dolan Automotive Group has create a positive brand awareness image within the local community by all the donation to the University of Nevada, Reno, local charity, public school annual program, etc. Reno Toyota provides well-round customer service and great deals for clients, and the well structure facilities give customers a professional image of the dealership. So Dolan Automotive Group and Reno Toyota both had a positive public image in the community, and what both of them lack on is the connection between the two brands. Dolan Automotive Group own multiple brands in the Reno area and people often knows Dolan Automotive Group sells cars, but do not know what brand they sell or Reno Toyota. So the goal of our media plan is to create and increase the relationship connection awareness to public community that Reno Toyota is under Dolan Automotive Group Increase sale at least by 10% Dolan Automotive Group owned some of the best and well affordable brand in the car industry within the Northern Nevada area, like Reno Toyota. If other competitor dealerships are going to sell the same brand and model of car, there are not

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any competitive advantages for the Dolan Automotive Group for having a Reno Toyota brand. But there is one thing Reno Toyota has and other dealership does not, and that is the repair and service center. We know that Dolan Automotive Group spent a huge amount of money for the Reno Toyota building, and there are entry barriers with time and money for other dealership to build a well structure and professional service center. When it came to advertising, Dolan Automotive Group can focuses on the professional repair service as well instead of just purchase a new car. It is because purchase a new car is only one-time revenue, but if a customer will consistent come back for oil charge and car repair and it will become long term residual income instead of just a short-term immediate income. In addition, it can build up on Dolan Automotive Group brand recognition and brand loyalty. Increase referrals from current client’s by 20% Referrals from current clients are more often one of the toughest tasks to fulfill in the plan. It is because client can simply careless about the dealership success or failure. Clients only care about their benefits from purchasing a car or a service repair. If Dolan Automotive Group wants to increase their referrals from current clients; they will need to provide some kind of benefits for their customers, and referral or affiliate marketing program will be the solution for that. The benefit of referral or affiliate marketing program is it can create word of mouth marketing, which is the strongest type of marketing strategy. It is because people trust their friends and family more than a car dealership. In addition, referral or affiliate marketing program can only help with no harm to Dolan Automotive Group because for a customer to referral their friends or family to Reno Toyota, it can only increase the sales. Increase online sales by 10% Online sales has been consistent growing, and it is “set to continue to rise after a record- breaking year”(Growth predicted in online sales, by Bath Chronicle) this year. “An economics expert from the University of Bath has said the retail industry experienced mixed success over Christmas but is predicting more growth in online sales.” (Growth predicted in online sales, by Bath Chronicle) Online sales are becoming more and more powerful as the days go on for the industry. It is because people are getting busier and busier every single day, so increase online sales will be a competitive edge over other competitor. Car dealership industry is relatively tougher to increase online sales than other retail industry because purchase a car usually a huge step for a individual or a household. But effective online marketing can general lead for sales, and gathering lead is the main strategic for increase online sales.

Action Plan

Our team had point out and explained the four area our IMC plan are going to improve for the Dolan Automotive group, and we had brainstormed a few ideas for the Dolan Automotive Group, and listed the exact plan below.

1. Build a Dolan Automotive Group sign and put it next to the Toyota sign off the building. This idea can be as effective as having a billboard sign, but with

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costless monthly fee other than the initiate fee to build the sign. This can simply increase the awareness between Dolan Automotive Group and Reno Toyota.

2. Dolan Automotive Group already spent a great amount of money in term of billboard, sign, and commercial. By modify the content to make sure included the Reno Toyota logo on every ads for Dolan Automotive Group will increase the awareness relationship between Reno Toyota and Dolan Automotive Group.

3. In term of advertising and marketing strategic, focus on more toward what it is for the customer instead of the great family image Dolan Automotive Group had. Customers care more what is in it for them, then anything else, and this can increase the sales and referral from current customers.

4. When coming to any forum of advertising and promoting the dealership, added a focus on the great repair and service center. It is because the service center is one of the thing other dealership don’t have and will not be able to compete against. If we implement that, not only will increase sales but also create brand recognition, loyalty, and awareness.

5. Implement a referral or affiliate marketing program for current customers. By setting a loyalty system that can either give some kind of benefit like free oil charge, discount at the repair and service center, or purchasing a car by referral other friends or family to purchasing a car or using the Reno Toyota service. This can increase referral from current customer, sales, and word of marketing that lead to increase brand awareness.

6. Invest a live-chat function in the website, so that customer can get answer about the car or service questions immediately. This can create reason for customer to return to your site, and build up brand loyalty. This can increase online sale, and make a connections with customers.

7. Also cross-promote with other brands within the local community that has the same family positive image with other industry. By cross-promote can increase number of sale channel and can lower marketing cost, and this can increase the brand awareness and online sale.

Due to Dolan Automotive Group already did a huge amount of TV ads commercials, radios ads, and billboards. We do not plan on adding more expenses through traditional advertising, but we do suggest a schedule flow chart of number of media blog post with the Dolan Automotive Group of Reno Toyota. (Schedule flow chart is at appendix 1)

Brand Message Execution Overall, the campus will be using warm color and friendly tone to create a family appeal as the brand message. Dolan Automotive Group do not just sell car, but also try to get to know each and every customers they meet. It does not matter where the customers come from, and they will get to know their driving style, needs, desires, wants, and maintenance habits. Dolan had created a platform for everyone within the community and planning on maintain it that way. It will be using emotional approach by how all the program Dolan Automotive Group already did for the community, for example all the donation to the University of Nevada, Reno Athletes, local public school, etc. Also use rational approach by using proofing fact and statistic how Dolan Automotive Group has been providing their customer the best value compare to other

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dealership in the Northern Nevada. Lastly within the all the IMC plan and marketing campaign, the social media and marketing event will be entertaining, so customer will not feel like they are being a target of salesmen. It is because no one likes to be a target of a salesman. The brand message Dolan Automotive Group is trying to execute here is they are here to help their customer to solve their problem, and satisfied their needs and desires the best they possible could.

Promotion Pieces

1. University of Nevada Athletics Basketball Promotion (Appendix 2)

The Dolan Automotive Group is a huge supporter of The University of Nevada, Reno. With numerous promotions such as banners at football games and signs at basketball games, we decided it was time for a change. It is time for something more than a banner or a sign, something that is interactive and will get people involved. We would like to call this promotion, “Sling your Shot.” It will begin as spectators are walking into Lawlor Event Center, there will be a Dolan Automotive Group booth set up where “shots” can be purchased. Each shot, which is a mini soft basketball, will come with a raffle ticket with a number that corresponds with the number printed on the mini basketball. Not only will the raffle ticket have the matching number to the ball being thrown, but also it will have a “Dolan Difference Fact,” printed on the back. A “Dolan Difference Fact,” is something special about one of the Dolan products or prices, example: you can lease a Kia Optima for $153.00 a month with zero down. The basketballs will be $1.00 a piece and an unlimited amount may be purchased. When half time rolls around, it is time to roll out the Dolan “Sling your Shot” target at half court, see image below. The announcer will inform the audience it is time to “Make a Dolan Difference,” and sling your shots! The crowd will sling their mini basketballs towards half-court with the intentions of landing dead center on the target. The mini basketball closes to the bull’s-eye will have its number read aloud by the announcer and the winner will bring

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their matching ticket number to the Dolan Automotive Group booth. The winner will receive half of the cash collected for the “shots” sold that game, and the other half will go to a charity previously established by Dolan. Not only are people trying to win a cash prize, but also they are gaining knowledge about Dolan products, and they are a part of donating to charity. This promotion will help the community learn more about The Dolan Automotive Group while Dolan is increasing its goodwill.

2. Additional Billboard Content (Appendix 3)

Currently, Dolan Automotive Group had estimated around three billboards in the Reno area, and the billboard below is one of the designs after we phtotoshop. Since billboards are generally place along the highway, there are going to reach to every Dolan Automotive Group target market, which are people with license to drive. By adding Toyota logo and Reno Toyota on the billboards, it can create the connection between them.

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3. Hashtag slogan/ Social media cover photo (Appendix 4)

The Dolan Automotive Group has a greater online presence than other Reno/Carson City car dealerships. They have more fans on Facebook than all of the other 7 car dealerships combined, but why not try and expand that? By creating a hashtag out of Dolan’s slogan “The Dolan Difference” it will allow users to search that specific hashtag and find people’s opinions and pictures that will show why they love Dolan and how they have experienced “The Dolan Difference”.

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4. Added Dolan Automotive Group Sign on the side of Toyota building (Appendix 5) By adding a Dolan Automotive Group sign on the side of the Reno Toyota building can not only increase the awareness of the connection between Dolan Automotive Group and Reno Toyota, but also use it with the same affect as billboard. This can create awareness of the connection without paying additional monthly fee for a billboard, and the only cost will be one-time fee to create the sign.

Evaluation Piece/Criteria As we listed a few suggestion of how to improve Dolan Automotive Group market share in the Northern Nevada, we will want to know the effectiveness of each IMC plan. And a campaign is evaluated based on how well it met our objectives. Our plan to evaluate the success of the IMC plan is measures the relationship strengths in term to the usual sales, market share, and awareness measures. Also we are planning to do survey over the current customers, future potential customers, and

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employees within the company. After the constantly monthly evaluations with our IMC plan, we will be able to measure how well we meet our campaign objects, and continues improve our marketing strategic. We will be able to know whether each marketing communication tactic contributed more effective than others by constantly keep track how each ad improve and trying to increase and decrease each IMC plan. It is because marketing communication cause and effects are constantly changes and will be different for each category, and there is only one way to know whether or not something will work is to try it.

Conclusion

Dolan Automotive Group Reno Toyota is an extremely successful automobile dealership and has a great reputation across Northern Nevada. They are successful because of their commitment to continuous improvement. They strive to create customer satisfaction with their quality products and unique production system. What sets Dolan apart from their competition the most is their respect for people and community involvement. Internally they have strengths in strong financial performance, brand image, and strong performance in the Asian region, strong research and development activities. Their internal weaknesses are poor profitability of their financial services and expenses related to post retirement benefits for employees. Their external opportunities are increasing demand for hybrid electric vehicles, further opportunities in the Asian market and new models in development. Their external threats are the American economic slowdown, increasing competition in the global automobile market, tightening emission standards, and the appreciating Japanese Yen against the US Dollar.

Recommendations Our IMC plan has 4 main goals:

1. Increase awareness in target by 25% of the detergent market in Northern Nevada within the first three years of operation 2. Increase sales at least by 10% of the detergent market in Northern Nevada within the first three years of operation 3. Increase referrals from current client’s customer by 20% of the detergent market in Northern Nevada within the first three years of operation 4. Increase online sales by 10% of the detergent market in Northern Nevada within the first three years of operation 5.

Our agency has developed several plans to help attain these goals. The first recommendation we have to be to implement the Dolan “Sling Your Shot” promotional campaign. Dolan Automotive Group has create a positive brand awareness image within the local community by all of the donation to University of Nevada, Reno they are a huge supporter of The University of Nevada, Reno. With numerous promotions such as banners at football games and signs at basketball games.

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However our agency decided it was time for a change, and take their advertisements to the next level. This will be an interactive promotion and will get people involved.

People who engage in this promotion are trying to win a cash prize, but also

they are gaining knowledge about Dolan products. In doing so they are also a part of donating to charity. This promotion will help the community learn more about The Dolan Automotive Group while Dolan is increasing its goodwill in the community. By including a “Dolan Difference Fact” on the back of the cards, we will increase brand awareness, which is our number one goal. Basketball season runs from October to March, which gives us 5 month to successfully increase awareness. Out media plan will create and increase the relationship connection awareness to public community that Reno Toyota is under Dolan Automotive Group.

Our next goal is to increase sales by 10% of the detergent market in Northern

Nevada. We want to do this my increasing the residual income that comes from Automotive repair shops located in dealerships. Dolan Automotive Group owns some of the best and most affordable brands in the car industry at multiple locations in the Northern Nevada area, like Reno Toyota. They do have several competitors but there is one thing Reno Toyota has and that the other dealership do not, their repair and service center. Dolan focuses their advertising mainly on their vehicles. However we are recommending that the Dolan Automotive Group focus on the professional repair service more intensely. We are suggesting that they do this with a customer loyalty program for their repair services.

The next goal we have is to increase referrals from current clients by 20%.

We feel that the strongest way to create this kind of awareness is through word of mouth advertising. So this part of the IMC plan cannot come directly from us as an advertising agency. It must come from the employees of Dolan. Every time that a customer comes in they need to do everything that they can to provide them with the best service available. To aid them in word of mouth, we developed a plan to incorporate the online service Yelp! To promote a customer’s experience. We will ask that any salesman encourage their customers to write a review of their service while at Dolan Automotive Group on Yelp! To reach a mass amount of potential consumers.

Our next goal is to increase online sales by 10% of the detergent market in

Northern Nevada within the first three years of operation. Invest a live-chat function in the website, so that customer can get answer about the car or service questions immediately. This can create reason for customer to return to your site, and build up brand loyalty. This can increase online sales, and make further connections with customers.

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Retrieved from http://0  web.ebscohost.com.innopac.library.unr.edu/ehost/pdfviewer/pdfviewer?sid=  da4a556-91f2-4711-a46c8956b4721bb0@sessionmgr4003&vid=2&hid=4201

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Appendix: 1.

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2.

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3.

4.

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5.