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What can you do with “The Power of Possibility”?

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Page 1: Final presentation345

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?