final presentation345
TRANSCRIPT
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What can you do with“The Power
of Possibility”?
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from the U.S. Army
to the American family
1982
2010
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RESEARCH
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Strengths
• Strong sense of community between owners • Brand loyalty to users• Commitment to community improvement• Unparalleled off-road capabilities• Bold design/styling• Customizability/versatility• Strong brand recognition • Excellent customer support
SWOT ANALYSIS
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SWOT ANALYSIS
Weaknesses
•Low gas mileage•Horrible public image beyond owners•Not perceived environmentally friendly•Potential for minor visual impairments•Interior discomfort for some users
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Opportunities
•New ownership could lead to new direction•New market segments •Frugal fatigue •Loss of reliability in Toyota •Potential hybrid capabilities •New promotion and brand awareness
SWOT ANALYSIS
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Threats
•Potential for terminal cease in production•Current economic recession•Competitors outside of our price range •Environmental extremists•Saturated mid-size SUV market
SWOT ANALYSIS
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CAMPAIGN STRATEGY
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CAMPAIGN STRATEGY
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• 40-55 • Both male and female • Married • Have Children • Making at least $100,000 • Active or think of themselves as active • Reside in South/Midwest • Looking for a safe vehicle • Enjoy traveling/road trips
THE EVOLVING FAMILY
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• Age 25-34 • Both male and female • Unmarried $75,000-$99,000 • Active • South/Midwest • Enjoy traveling/road trips • Appreciate versatility • Health Conscious
THE TRAILBLAZER
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• Stable and willing to dedicate necessary funds
• Preferably holds automotive manufacturing experience
• Recognizes possibility for increased brand value
THE CORPORATE BUYER
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CREATIVE PLAN
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• Slogan THE POWER OF
POSSIBILITY • Tagline – The Power of Possibility: The Power of H3
THE POWER OF POSSIBILITY?
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• Theme –evokes the idea that when you believe in yourself and your own ability, you can achieve anything and make any dream possible
WHAT DOES IT MEAN?
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• The Message– H3’s superior ability and versatility
instills the power of possibility into its users
– H3 drivers have limitless possibility as to what they can do in their vehicle and what their vehicle can do for them
WHAT DOES IT MEAN?
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• The Message– inspires them to push the possibilities of
convention– provides them with the confidence and
tools to rise above any situation – empowers them to take on new
challenges
WHAT DOES IT MEAN?
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• does not focus on specific product features of the H3
• aims to develop the Hummer lifestyle • showcase the many rewarding aspects
which come with it• campaign depicts individuals using H3
as intermediary between the everyday and the active, exploratory possibilities of their Hummer lifestyle
STRATEGY
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AFTERNOON ADVENTURE SERIES
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AFTERNOON ADVENTURE SERIES
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OFF-ROAD CONNECTION AP
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BILLBOARDS
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POWER OF POSSIBILITY: DAY DREAMERS
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POWER OF POSSIBILITY: HEROES
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MEDIA PLAN
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• Pulsing
• Timing
• Duration
• Reach & Frequency
MEDIA STRATEGY
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REGIONAL EMPHASIS
Detroit, MI
Chicago, IL
Atlanta, GADallas-Fort Worth, TX
Memphis, TN
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NON IMPACT MEDIA BUDGET
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IMPACT MEDIA BUDGET
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PR & PROMOTIONS PLAN
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OBJECTIVES
Increase
Maintain
Engage
EmphasizeFocus
Boost
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• Campaign will run for six months—March through August
• Coordinate with the media and creative plan
• Focus on smaller specific target markets
PROGRAMS, EVENTS, PROMOTIONS
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• iPhone Application, Off-Road Connection
• “Customize Me-H3” Contest• Hummer H3 Launch Party: Road to
Possibility
PR EVENTS & NON-TRADITIONAL MEDIA
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H3 Hummer Helps: The American Red Cross and Hummer Event
• Rena Salomon, Spokesperson• Sat Aug 27, 2011—Millennium Park,
Chicago• Supplies drive for disaster relief• Performance by Blues Traveler
CAUSE-RELATED MARKETING
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• Hummer AmbassadorsViral videos to promote new campaign
• Hummer H3 Interactive 5 City DropMemphis, Detroit, Dallas, Chicago &Atlanta
GUERILLA MARKETING
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• The HUMM: Internal Employee Newsletter:
• Employee Appreciation Day • Employee Awards for Outstanding
Community Service
INTERNAL PROGRAMMING
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CONCLUSION?