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Welcome To MSM. Marketing 481 Honors Promotions Management. Client Goals. “To create a grass-roots marketing campaign to increase excitement, want and desire of the Chevrolet Cobalt” 250,000 Advertising Impressions 100,000 Public Relations Impressions 700 “Butts-in-Seats”. Research - PowerPoint PPT PresentationTRANSCRIPT
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Welcome To MSM
Marketing 481 Honors Promotions Management
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Client Goals
• “To create a grass-roots marketing campaign to increase excitement, want and desire of the Chevrolet Cobalt”
•250,000 Advertising Impressions
•100,000 Public Relations Impressions
•700 “Butts-in-Seats”
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Outline of Presentation
• Research • Public Relations• Advertising• Strategy• Budget• Summary
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Research
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Goals
• Measure our target market’s impressions, perceptions, and opinions of the Cobalt
• Identify our target market’s interests, behaviors, needs, and desires towards vehicles
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Objectives
• Provide useful feedback from our target market
• Measure the effectiveness of our campaign
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Strategies and Tactics
• Deliver pre-event and post-event surveys to our target market
• Analyze and share results by comparing pre-event and post-event surveys
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Survey
• Sample Size: 230• Blank Questionnaire
– Please see Campaign Proposal (pg 62-65)• Questionnaire With Results
– Please see Campaign Proposal (pg 66-69)
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Graph
Familiarity with the Chevy Cobalt
32.60%
67.40%
YesNo
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Graph
Top Five Vehicles Owned by Winthrop Students
18.30%
14.50%12.40%
11.80%
9.10%HondaFordChevroletToyotaNissan
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Graph
Top Five Factors Influencing Vehicle Purchases
6.80%10.00%
15.80%19.20%
19.90%Parents purchasedfor mePrice
Overall quality
Durability
Safety
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Graph
What do students value most when shopping for a new vehicle?
15.30%
14.40%
10.60%
Low pricestrategyLow monthlypaymentLow interestrate
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Statistics
• Name local Chevrolet dealer– 75.7% of students could not recall Burns as
their Rock Hill Chevrolet dealer
• Choice of dealership in Rock Hill– 27.4% of students would most likely shop at
Burns Chevrolet
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Public Relations
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Objectives
• Obtain 8 stories in various media • Total Projected Impressions
– 191,000 impressions• Obtain air time donated by a local TV or
radio station • Convince at least 5 media members to
attend the event
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Strategies
• Develop relationships with media contacts
• Assure media coverage before, during, and after the event
• Distribute media kit pre-event
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Timeline and Explanation
• Compiled Media Contact List• Press Release # 1• Solicitation Letter• Press Release # 2• Media Kits• Event • Press Release # 3
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Advertising
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Objectives
• Create buzz about the Chevrolet Cobalt
• Create awareness for the Chevrolet Colorado, Equinox and Aveo
• Build hype and win attendance for the campus event
• Reinforce the cool brand image of the Chevrolet Cobalt
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Strategies
• Target Generation Y with the campaign tagline
• Create ads that incorporate the Chevrolet tagline, Chevrolet’s bowtie logo, pictures of the Cobalt, and noisiVision’s tagline and logo
• Incorporate the campaign tagline on everything to ensure it is viewed as the signature of our campaign
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Tactics
• 500 Color Flyers
• 500 Black & White Flyers
• 3 Advertisements in The Johnsonian
• 2 Advertisements in The Herald
• Total projected impressions– 1,322,902 impressions
• College Facebook
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Advertisements
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Advertisements
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Flyers
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Flyers
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Promotional Items
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College Facebook
• Online directory & social networking community
• 1,978 Winthrop members
• First advertiser ever on the site
• Ads promoting the Cobalt & the event
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Strategy
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Objectives
• Create awareness for the Chevrolet Cobalt• Create awareness for the Chevrolet
Colorado, Equinox and Aveo• Target Generation Y with the campaign
tagline: "Drive your Generation: Chevy Cobalt"
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Strategies
• Put on an event to inform and create awareness
• Change consumer perception of Chevrolet
• Change consumer behavior and create desire
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Schedule of Events
• 2 mini-events – Event 1: March 30th from 11-2 pm– Event 2: March 31st from 11-2 pm
• Cobalt on display• Frisbees, flyers, brochures and
business cards will be passed out
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Schedule of Events
• Main event – April 1, 2005 from 5-11 pm on Dinkins
Lawn– Interactive games with cars– 7 cars (4 Cobalts, 1 Colorado, 1
Equinox, 1 Aveo)
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Interactive Games
• Cobalt 1- Lawn show case• Cobalt 2 – Jail Game• Cobalt 3 – Raffle box• Cobalt 4 – Cram and Musical Chairs• Colorado – Tug of War and Truckball • Equinox – Scavenger Hunt • Aveo – Changing Clothes
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Campaign Response Form
• Trying to get it in power pointPreferred Title
Please send me information on the following Chevrolet models(s):
Colorado Aveo Equinox
M r. Mrs. Ms.
www.chevrolet.com CH1 3C10IA373
First Name Last Name
Address
City State Zip Code
E-Mail Address
Daytime Phone Evening Phone
Indique aquí si le gustaría recibir la información en español de suauto (donde esté disponible).
How many makes and models are you currently considering or looki ng at?
1-3 4 or more Not sure yet
Are you planning to visit a dealer within the next month?
Yes No Have already visited a dealer
May provide your information to a local dealer for follow-up?
Yes No
I’m planning on:Purchasing 1 month 7-12 months
Leasing 1-3 months More than 1 y ear
4-6 months
Within:
Are you interested in taking a test drive at a local dealership?
No
Cobalt
Yes
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Event Layout
Members of 481H ClassEvent Attendees
Relay For Life
Tent
Dinkins
Members of 481H ClassEvent Attendees
Byrnes
Auditorium
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Budget
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Allocation of Funds
• Research $ Free• Public Relations $ 100• Advertising $ 1,100• Strategy $ 800• Reports $ 300• Other Expenses $ 100• Miscellaneous $ 100• Grand Total $ 2,500
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Conclusion
Any questions, comments or
concerns?