Issuu on Google+

M TECK 2

Corren Edwards Eric Armendariz Kathryn Pabinguit Matthew Kuhs Marcel Murray Thomas Jurich


1


TABLE OF CONTENTS

2

M TECK

SITUATION ANALYSIS 3 CHALLENGE AND OPPORTUNITY STATMENT

5

AUDIENCE AND DEMOGRAPHIC 7 GOALS AND OBJECTIVES 9 STRATEGIES AND TACTICS 11 MOBILE AND WEBSITE 15 TIMELINE 17 BUDGET 19 EVALUATION 21

2


SITUATION

ANALYSIS Since General Motors was founded by William “Billy” Durant in 1908, its

and exporting them to the U.S.

philosophy has been to provide “a car

Though GM would eventually expand

for every purse and purpose.” For over a century now, GM has been coming

existence saw the company reaching

up with new and innovative ways to

unprecedented levels of success in the

bring that philosophy to life. Early

automotive industry; the second half

steps towards fulfilling its mission

of the century brought with it new

involved GM acquiring companies like challenges and big changes. GM was Oldsmobile, Cadillac and Chevrolet to able to meet most of these trials head diversify its brand. Later the company on. In response to the rising environ-

3

hired forward-thinking designers like

mental concerns during the 1970s,

Harley Earl, whose vision for a car

GM created the first engines that

with curves rather than sharp corners

could operate on unleaded gasoline.

would solidify GM’s position as a

Later in the decade, GM invented

pioneer in true automotive design. In

the catalytic converter; a fundamen-

1942, GM took their philosophy to

tal technology still used by the auto

new heights when they provided not

industry today to reduce the amount

only America, but the entire Allied

of hazardous emissions released. Still,

war effort with one hundred percent

there were some obstacles the auto-

of the company’s production during

motive giant was slow to overcome.

World War II.

Foreign countries were developing

Though the first fifty years in GM’s

smaller, more fuel-efficient vehicles

into these foreign nations to improve their own production efficiency, the focus of many American consumers had already shifted to the products of the competition. GM continued to focus on expansion and its persistence in a quest for a single global economy paid off in the early 90s. In 1995, the company reached peak sales in the U.S and worldwide. GM continued to be innovative as it entered the new millennium. New electric vehicle technologies partnered with improved construction were the themes of the company’s design aesthetics. In no place was this clearer than in the company’s battery powered car concept for the Chevrolet Volt that was introduced in January 2007. Ultimately, the company’s pro-


N

gression into the future of automotive

assets in a section 363 sale and as

United States Treasury still owns 26%

machines took place too late. Even

the estimated value was high it was

of the company.

though the design and fuel efficiency

assumed that only one buyer could

The new General Motors is a com-

of GM’s newer car models had im-

afford the auction. The company

pany with its sights set on the future,

proved considerably; the preconceived

NGMCO Inc., which was comprised

but the philosophy behind their

notions much of the public still held

of the United States government

work remains the same – To provide

about GM coupled with the legacy

(60.8% stake), Canadian government

a car for every purse and purpose. In

costs from GM’s past continued to

(11.7% stake), United and Canadian

today’s economy, that means building

encumber financial results. Eventually,

Auto workers VEBA fund (17.5%

energy-efficient vehicles at affordable

with the company critically short on

stake) and unsecured bondholders of

prices. The newest testament to their

operating cash and all private sources

General Motors (10% stake) pur-

endeavors is the Spark, Chevrolet’s

of capital depleted, GM was forced

chased General Motor’s assets.

first mini car for the U.S. and Canada.

to take drastic action to ensure the

In addition to the section 363 auction,

The many different features of the

company’s survival.

car show just how far GM has come in

On June 1, 2009 General Motors filed

understanding and fulfilling the needs

for Chapter 11 reorganization. Due

of today’s consumers.

to the automotive industry crash of

Other ways GM has continued to

2008, many automotive manufactures

grow since 2009 are by continuing

found themselves in crisis as they

to build on its worldwide presence,

could not sell their cars and make

participating in sponsorships and

bottom line. As the global economy

endorsement deals with other popular

declined and the average price of fuel

organizations and through donat-

increased, many of the cars that were

ing millions of dollars to charities.

manufactured by the American auto-

GM also continues to do its part to

motive industry were not purchased

help the environment by supporting

due to their lack of fuel efficiency

numerous conservation projects and

and high price. General Motors was

reducing its own carbon footprint in

hit harder as the company was already

production.

in a financial crisis prior to the auto

Unfortunately, many people don’t

industry crash of 2008-2010. In 2005

recognize the vast changes that

the company announced a loss of

have taken place within the General

$10.6 billion.

Motors Company. Instead, they still

In an effort to stay afloat General Mo-

picture large, gas-guzzling trucks

tors filed for Chapter 11 reorganiza-

General Motors reduced its brand

when they think of the automotive

tion. Chapter 11 reorganization allows

pool from 12 brands to 8 brands,

giant. None of the progress GM has

the company to pay off their debts by

selling well known brands such as

made over the last decade will mean

reorganizing, restructuring, and selling

Hummer, Saturn and Saab and retiring

anything if the public is not made

off their assets in order to pay off a

Wbrands such as Pontiac and Good-

aware of it. A public relations plan

debtor. The debtor remains in control

wrench. In November of 2012 General

focused on re-introducing GM to its

of the business operations in conjunc-

Motors reentered the New York Stock

consumers would change the current

tion with court oversight, but the

Exchange and Toronto Stock Ex-

perception of GM’s brand and give

business can continue to run. General

change following at $33/share Initial

the company the fresh start it needs

Motors planned to sell the company’s

Public Offering of $23 billion. The

to continue to expand.

4


CHALLENGE

OPPORTUNITY STATEMENT After analyzing the history of the company, we have concluded that the biggest challenge GM faces today does not come from the economy or even from its foreign competitors. Nor is it a lack of exposure or a production issue; the fact is that GM is one of the most recognizable brands in America and has been a leader in automotive technology for decades. The biggest obstacle GM must overcome actually lies within the minds of would-be consumers across the globe. Many people still see American-made vehicles as less prestigious and poorly constructed with a short life-expectancy. Though GM has surmounted and corrected virtually every other issue that left it in crisis years ago, the company has yet to change its image in the eyes of the public. All of the work done to ensure a successful future for GM will have been for naught if potential consumers do not acknowledge the transformation. This is where our public relations team would be invaluable. What others may see as a disadvantage we see only as a major opportunity for growth. As public relations experts, our specialty lies in our ability to build and shape a client’s image to produce favorable results in consumer behavior. There is nothing insignificant or low-quality about a company that has been a leader in its field for the better part of a century and by allowing us to execute a public relations plan for GM; we can begin to make the public truly understand and appreciate that fact.

5


“It’s strange. Advertising is not everything and product is not everything, but there is one thing that is everything. And most managers seem to miss it. Perception is everything. The only question is how to create a favorable perception in the consumer’s mind. And advertising has racked up a poor track record in this respect.” - Ronald Zarrella, former marketing chief of GM

6


Blogger Hiker Explorer Musician Rock Climber Adventurer Coffee-Drinker Painter Philosopher Fitness 7


& AUDIENCE DEMOGRAPHIC

O

ur primary audiences are the individuals ages 20 – 35 that are driven by their passions mentally, emotionally, and spiritually - but need a car to help them reach their goals physically. They are a thoughtful, highly educated group with

broad interests that want to take advantage of the many things life has to offer. They are the artists, musicians, technicians, bloggers and explorers of the world that are ambitiously carving out their futures, but haven’t quite reached the pinnacles of success yet. For this reason, they value simplicity and frugality. They need a vehicle that fits into their budget while also reflecting their unique style. With its functional design and low maintenance costs, The Chevy Spark is the perfect companion for this generation of individuals that think outside the box.

8


GOALS+

OBJECTIVES To

increase awareness of

GM’s subcompact vehicle, the Chevy Spark, by launching a social media intensive campaign that helps build a community around the car and allows GM to communicate with potential and current owners.

9

1


Our goal is to increase sales of the Spark while simultaneously presenting the public with a fresh image worthy of the new GM by appealing to a different type of consumers. For years, GM has been accused of being stuck in the past and designing certain types of cars for an audience that doesn’t exist anymore. Our public relations campaign is intended to disprove those perceptions and show consumers that just as America has evolved – so too has the world’s largest automaker . Over a hundred years ago, GM’s founder Billy Durant stated the company’s philosophy was to provide “a car for every purse and purpose” and we intend to show the country exactly how serious he was. The Chevy Spark is the perfect medium with which to convey this image. This subcompact automobile’s vibrant and purposeful design could potentially be this generation’s flagship for the future. Our PR campaign for GM’s new car will ensure consumers that GM not only lives up to its word, but also that its newest product the Spark lives up to its name and ignites!

increase sales

2

To of the Spark by presenting consumers with various opportunities to physically interact with the car.

update consumer perceptions of the To

3

company by showcasing a dynamic GM that caters to changing consumer demands.

10


STRATEGY 1: SPARK IT UP WEBSITE

& TACTICS STRATEGIES 11

Make sure website address is present on all promotional items and at all events.

Generate a web portal that centralizes user contributed content and promotional material for the Spark to provide users with a onestop online experience.

Generate preliminary content including frequently asked questions, Spark information, and upcoming events.

Create web portal specifically tailored to this campaign.


STRATEGY 2: SPARK SOCIAL MEDIA AWARENESS

#SpottheSPARK Instastakes: An Instagram competition focusing on creating interesting views of the car. Users gain automatic entry into the Instagram contest through hashtag (#spotthespark) when they post a picture of the car. Launch a social media intensive campaign that “Sparks� interest and creates a community around the car.

Create a Facebook fanpage for the SPARK that focuses on the campaign and promotes events and other campaign content.

Connect Facebook and Twitter together to synchronize content about upcoming events and contest progress. Create web portal specifically tailored to this campaign .

12


Speaking opportunities to educate consumers on products: Provide car and marketing materials to allow consumers to interact with vehicle and learn about its many amenities.

STRATEGY 3: FESTIVALS AND EVENTS

Butts in Seats A chauffeur system offers rides home from the festival to people who use public transit, bike, or walk, to experience the car. This way we can offer consumers tours of the car in a non-intrusive way.

13

Establish a consistent presence at local Festivals & Events on a monthly basis to showcase the Spark and educate consumers about the dynamic new GM and its new product.

SPARKour A fun and entertaining way to stand out at festivals and events. Gives GM a chance to showcase its support for those that follow their passions while generating awareness of the car.


STRATEGY 4: WHAT SPARKS YOUR INTEREST?

Announce Video Competition & Prizes Announce competition rules and deadlines on official campaign website, social media outlets and at events. Two winners receive their very own Spark while others win a 3-5 day lease.

& TACTICS

Overarching theme of the SPARK it Up campaign that will inspire the new generation of creators to submit content for the website and social media sites. Ask users to create and submit videos that document what motivates them to create and how the SPARK can help transport them to their final destination.

STRATEGIES

Interactive Contest The winner of this competition will be chosen by user votes which encourages more participation from the online community.

14


E T I S

CO

O M

NN EC

L I B

A E

D N

B E W

S U G N TI

S O T S ER

T

Users will also be able to interact with each other voting and commenting on their favorite photos and videos. All of the social media information will be stream lined the spark website as well as the spark mobile application.

15


SOCIAL M EDI

AO UT LE TS

.. .

The website and mobile application will allow users to register and log-in to add their #spotthespark photos as well as their What Sparks You? video.

rk a p

s

e h t t

o

#sp

16


TIMELINE FESTIVAL TOUR WHAT SPARKS YOUR INTEREST? #SPOTTHEPARK: INSTAGRAM SWEEPSTAKES

January

February

What Sparks you? Innovate, Art, Creatvity, Passion, Music.. The creators. First we will share stories of these people: Musicians, Artists, Techies, and Outdoorsies all while targeting bloggers. Then push it back to the audience and have them make videos for a contest to give away a car and a few leases in June.

Insta-Stakes #spotthespark: Campaign will use the Instagram hash tag #spotthespark to spread awareness throughout our timeline. Contestants will have Sparks to photo and post to Instagram at all of the events. In the end there will be a series of give-a-ways to randomly selected contestants.

#spotthespark 17

March


SPARK GIVE-A-WAY

May

April

events... Feb 16-17 Medical Cannabis Cup: San Francisco. To interact with an untapped market in the San Francisco Bay Area where a lot of passion and creativity are possessed by artists who gather together surrounded by nature.

May 13 - How Weird Street Faire: SoMa San Francisco. Even weird parkour people have their own passions. Join Chevrolet at its Spark booth at this outdoor street fair to witness eye popping Sparkour stunts.

April 5 - First Friday Art and Street fair: San Jose. Walk through galleries of independent creative artists who use the Spark to help them find their muses in areas around the Bay Area.

June

June 8 - Nike Womans Half Marathon: San Francisco. Ladies, rest your feet after your run and let the Chevrolet Spark drive you home. It the least we can do to repay you for your efforts in raising money for a good cause.

May 20 - Bay to Breakers: San Francisco. The Chevrolet Spark is waiting for you at the end of the finish line to take you home and congratulate your efforts.

1

2 3

sparkour

Watch eye-popping stunts from people who are SPARKed about free-running and back-flips.

spark-it-up event booth

Visit the Chevrolet booth and sign-up for a chance to become part of the Spark community and win the car and our Drive off with the Spark Summer sweepstakes

your Chevrolet chauffeur.

Calling all bikers, carpoolers, and drinkers. Experience the Spark and let it drive you home after the festival. 18


BUDGET

$11,000

$14,400

$22,950

$30,000

PR Staff Hours

$12,000

Overall Media Relations Spark Drive Home (For all 6 Events) Whats Sparks You Insta Stakes

19

TOTAL: $90,350.00


INSTA STAKES signage marketing/print (6) 3-5 Day Lease of Spark Spark (Grand Prize) TOTAL

CATEGORY marketing marketing prize prize

TOTAL $250.00 $250.00 $3,000.00 $7,500.00 $11,000.00

WHAT SPARKS YOU shooting/editing example videos web site setup shooting contestant videos production of mobile app screening vids/picking winners grand prize: spark(2) (8) 3-5 Day Lease of Spark TOTAL

CATEGORY production production production production pr man hours prize prize

TOTAL $1,250.00 $400.00 $1,250.00 $900.00 $150.00 $15,000.00 $4,000.00 $22,950.00

SPARK DRIVE HOME (6 EVENTS) print materials for booth driving staff (2) info table staff (3)s spark for booth spark for drive home (2) car insurance advertising spark parkour giveaway (6) 3-5 Day Lease of Spark TOTAL

CATEGORY marketing staff taff marketing car car marketing free running promotions promotions

TOTAL $2,400.00 $720.00 $1080.00

OVERALL MEDIA RELATIONS advertising TOTAL

CATEGORY advertising

TOTAL $30,000.00 $30,000.00

PR STAFF HOURS 200hrs/person = 1200 hrs total TOTAL

CATEGORY pay $12/hr

TOTAL $14,400.00 $14,400.00

$1200.00 $600.00 $600.00 $600.00 $1,800.00 $3,000.00 $12,000.00

20


evaluation

methods EVENT ATTENDEES/PARTICIPANTS

20

%

SOCIAL MEDIA ACTIVITY/ RE-POSTS

4400

%

EVALUATION CONTEST ENTRIES/PRIZES

METHODS

PAGE VIEWS/HITS

10 20

30

%

%


STRATEGY

1 2 2 2 2 3 3 3 4 4

SPARK it Up Website Social Media Awareness

TACTIC

EVALUATION TYPE

Creation and Implementation of website

Page Views/ Hits

#SpottheSPARK Instastakes

Social Media Activity/Re-posts

Amount of traffic to website

Facebook

Social Media Activity/Re-posts

Twitter

Social Media Activity/Re-posts

Social Media Awareness

Youtube

Page Views/ Hits

FESTIVALS & EVENTS

Butts in Seats

Social Media Awareness Social Media Awareness

Event Attendees/ Participants

FESTIVALS & EVENTS

Speaking Opportunities

Event Attendees/ Participants

FESTIVALS & EVENTS

SPARKour

Event Attendees/ Participants

What SPARKS your interest? What SPARKS your interest?

Announce Video Competition & Prizes Interactive Contest

EVALUATION METHOD

Number of registered users

User participation and awareness will be tracked through impressions (@SPARKitup) and related hashtags (#spottheSPARK). Increase in followersover six month campaign period will correlate with increase of user participation and awareness. User participation tracked through page “likes” and “fans.” Reach of campaign through Facebook to be measured through shared posts,“ likes” on other pages and “tags.”

User participation and awareness evaluated through the number of followers acquired over six month campaign period. Track number of impressions (#SPARKitup) through people tweeting about our campaign.

Number of page subscribers to the campaign channel and number of video views. Number of videos on channel content Number of people who use chauffeuring system. Number of surveys of ride experience

Number of people who come to the booth Number of entries for surveys and raffles Number of new sign-ups at the booth

Number of competitors Number of Sparkour videos that re-appear on website or social media sites

Page Views/ Hits

Awareness tracked by how many contest entries are received from users.

Page Views/ Hits

Awareness tracked by how many hits there are on each video and the number of votes each entry receives.

21


M2TECK Spark PR Plan