on the 6 presentation-2
TRANSCRIPT
BackgroundBrief Industry Outlook
Auto repair books and manuals are increasing rapidlyBasic information can be easily gathered online for free The auto repair book industry is getting tougher to break through
Summary of BookBesides car repair and maintenance services, Orozco is a co-author of a book called
Orozco’s Nuts and Bolts Guide to Understanding Your Car: Providing World-Class Service to You, Your Family and the Community, which was published in 2014.
Current Market Prices: Shop Price: $10 Amazon: $17
Competitive AnalysisTop Online Auto Repair Books
“Auto Repair for Dummies” for $15, “How Cars Work” for $22 “How To Repair Your Car” $15.
Orozco’s book recommended price: $7.99. Economically convenient to high school and college students. Will increase
awareness about his website as well as his auto shops.
Local Auto Repair Shops - Long Beach:Ghassem’s Service Center, Lam Auto Repair, Overseas Garage,
Herb & Red’s Auto Repair, ACA Automotive, Jim’s Auto Repair, City Garage, Mike’s Auto Repair, Joe’s Auto Center and My Dad’s Auto Service are Orozco’s competitors in Long Beach area. But none of have books.
Priority AudienceTarget Audience Opportunities:
1. Nonprofit Organizations (Potential Partnerships)Rotary Club of Long Beach, Long Beach Public Library Foundation,
Mothers Against Drunk Driving, Petersen Automotive Museum and Universal Technical Institute.
2. Generation Y (high school and college students)Secondary Research Reasoning:
College Parents of America stated that 70% of college-age students have access to car.
2015 Huffington Post (Business section): Transportation is among the top 3 college student expenses
According to Pew research, 75% of Generation Y are active on social media. The Pew research also stated that 59 percent gets news from the internet and visit social media sites many times a day. In 2012, The Business Time anticipated that 40 percent of new car will be sold to Generation Y.
Strengths & OpportunitiesCore Strengths:
Very handy bookEasy-to-follow instructions. Reasonable price, fit for high school and college students (in the suggested price of
$7.99).
Opportunity 1. Introduce book to local Long Beach schools to increase awareness among high school and college students
Opportunity 2. Improve social media online presence that brings awareness to the website
Utilize social media to communicate directly with customers and have a online publication to increase book’s credibility.
Shift the focus to the 18-30 year-old (Generation Y) target audience.
Opportunity 3. Create a book launch campaign that can position Orozco as an industry expert
Key Messages
1. Fresh- Orozco’s Car Care guide provides a unique and fresh approach that is user-friendly.
2. Affordable - Orozco’s Car Care guide is affordable and can fit everyone's budget.
3. Informative - Orozco’s Car Care guide is informative, providing helpful tips in car maintenance, investment, and more.
4. Reliable- Orozco’s Car Care guide is reliable - valuing customer satisfaction and road safety
Orozco’s Car Care Guide is…
F.A.I.R.
Goal To position Orozco as an expert in the automotive industry with the book launch
ObjectiveTo increase awareness about Orozco’s auto care guide and services among
Long Beach residents by 40% by the end of 2016
Book Tour - Long Beach Schools
Strategy: Increase awareness of Orozco’s book among high school and college students.
Tactic: Promote Orozco’s book at LBUSD schools, colleges, and trade schools (Ex: Long Beach Polytechnic High School and Long Beach City College)
Orozco can provide tips and advice for students about getting into the auto care industry
Could provide potential opportunities for Orozco to be featured in each school’s student media circulations (ex: newspapers, radio station)
Book Tour - Swap Meet
Tactic: Set up booth at the Long Beach Hi-Performance Swap Meet to promote the book and the launch event
Event Launch Incentive: Introduce the book launch event by distributing bookmarks containing QR code
Opportunity for Orozco to introduce his maintenance services of high-end cars to vendors and visitors at the event
Strategy: Attend an automotive industry event to increase awareness for Orozco’s shop, services and book
Bookmark Front Side
Bookmark Back Side
● For every scan, $1 will go will be donated to the Long Beach Public Library Foundation
● The QR code will lead to Orozco’s website with the information on how to donate
● Easy to generate and can be tailored for any future partnerships.
Click here to see QR Code’s analytics
PartnershipsStrategy: Promote Orozco’s book through partnerships with local businesses and nonprofit organizations.
Tactic 3: Form potential partnerships with the Automotive Driving Museum, Marconi Automotive Museum or Foundation for Kids, Petersen Museum.
Select a museum and pitch book to be sold in their gift shops:Half of the profit from book sales would go to the museum and the other half
would go to OASThe museum will run book promotions for three months on all media that
the museum has (social media to feature as book of the week, a small advertising on the website, the museum press release and e-newsletter)
PartnershipsTactic 4: Form a potential partnership with the Long Beach Public Library Foundation.
Bookmarks will be given away during the book tour for 12 libraries of the foundation
Orozco can provide car care tips and basic maintenance technique for free for residents around the area where the library located.
By hosting these events, he can promote his book and encourage the people to attend the actual book launching event, as well as promoting the website and social media through the bookmark
The libraries can encourage local residences to attend Orozco’s book tour on their website calendar or event tap, as well as social media.
A joint press release will be distributed by the Long Beach Public Library Foundation and Orozco’s Autoshop at the end of the book tour of the overall money Orozco will be donating to the foundation
(Continue)
Media Calendar Example
Book Launch Tour Begins
January 2016
Book Launches May 1st 2016
Book Launch Tour Concludes in the End of April 2016
Media Relation
s Contact
List:
Book Launch Event Strategy: Create and promote a book launch campaign to increase community awareness.
Tactic 1: Invite local automotive business leaders, local media, museum board of directors and staff to Orozco’s book launch event at the Petersen Automotive Museum
Tactic 2: Draft a press release to promote the launch event
“The Most Trustworthy Technician” will be held at the Petersen Automotive Museum on May 1, 2016 from 7 to 10 p.m. on National Small Business Week.
Book Launch EventList of Attendees
Petersen Automotive (40 people)
Board Members: Bruce Meyer (vice chairman), Charlie Nearburg (racing personality), Greg Penske (Penske Motor Group CEO),...
Staff: Terry L. Karges (director), Leslie Kendall (curator), Jerry Lepe (event operations),...
Long Beach Public Library Foundation (30 people)
Board Members and Staff: Lance Adams (President), Susan DeLand (Vice President), Mary Lamo-Putnam (Programs VP), M. Lissette Flores (Secretary), ...
Orozco’s VIP members, customers and org. members (Around 40 people)
Media (20 media)
Off-Road Industry Magazine, Michelle Naranjo (Autobytel), Business Life Online, Automotive Fleet, ….
Estimate: Expect around 200 people will attend the book launch event.
Bruce MeyerVice Chairman of
PAM
Book Launch EventProgramming Schedule
Book Launch Event
News Release Sample
Social MediaStrategy: Utilize social media to increase online presence and customer involvement.
Tactic 1: Create a comprehensive social media calendar starting from January 1st, 2016 through January 1st, 2017 which will promote Orozco’s book launch.
Tactic 2: Create online promotional activities and branded hashtags (#CarTipTuesday, #WinItWednesday, etc.)
Social Media●#MotorCrushMonday - A social media post
highlighting classic car engines while forward promoting the launch of Orozco’s book. #MotorCrushMonday will also be abbreviated as #MCM(43.9 million posts) to follow Monday’s Instagram trends, along with Orozco’s personal branded hashtag #OzLBC*
●#CarTipTuesday - Will explain a tip on keeping car maintenance, while forward promoting book relaunch.
Social Media
●#WinItWednesday - A social media post highlighting a question relating to Orozco’s business ventures. Each week, the prize will be a combination of his book along 10% - 20% off next oil change or green car wash.
●#ThrowbackThursday - Standard throwback to book production, first car, etc. Also, add the abbreviation #TBT(312 million posts)
Social Media
●#FreeBookFriday - A social media post announcing the winner of #WinItWednesday. #FBF(10.3 million posts) will be abbreviated to keep up with Instagram Friday trends
Social Media Calendar Example
Instagram Post Example:
#MotorCrushMonday
Evaluation Methods
Media Relations:
Newspaper Circulation. (How many people read the newspaper?)
Radio Listeners. (How many people listened to the broadcast time?)
Website Hits. (How many people visited the website?)
Social Media:
Analytic tools: Hootsuite
Book Launch:
How many people attended the event
How many people collected the bookmark and how many people scanned the QR code
Estimated Budget
Activity Expense
Event Expenses● Food● Venue● Audio/Visual Equipment● Parking● Miscellaneous
Long Beach Hi-Performance Swap Meet
$600$2000$500$500$300
(4 x $50) = $200
Social/Digital Media Expenses (ads, etc.) $50
Total: $4,150 approx.
Thank You!!!