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DEAKYNE & BAKER ADVERTISING

GENERAL MOTORS

THE EXECUTIVE SUMMARY Penetration

Through, interviews, surveys and personal interactions with the GM College Discount Program, we discovered vital information about our target and the program.

Igniting the Spark

Boost Brand Awareness: The goal is to meet this target exactlywhere they are and deliver exactly what they need. We will use the Gameday Event to position ourselves to be relevant, helpful and fun through personal interaction and social media. The GM college discount program must become and remain relevant through constant opportunities for interaction with the brand and other brand users. Establishing Positive Attitudes: Building and maintaining brand loyalty for the program by encouraging positive interactions between our target and our brand. Interactivity with the Brand: Bring the target inside of the GM culture. We want these customers to venture through GM vehicles through the outlets of social media and college sporting events.

Rewriting the Script

We will position ourselves as a company who understands the wants and needs of our young target, but enjoys delivering it to them exactly where they are. We want our target to perceive the GM College Discount Program as the most accessible and affordable way to make their next move.

Inspiring Motion

INTRODUCTION

We have pioneered creative ways to establish positivie brand awareness amongst college students and recent graduates through constant interaction between the target and the brand.

Push-Start Ignition

• • • • •

Gameday PR Promotional Event Direct Marketing Interactive Media Social Media Advertising: Print Advertising

The Test Track

• • • • • •

Finance and Marker Reporting Facebook and Google Analytics Observing Consumer Behavior Customer Feedback Surveys Database Mining. Pre-est and Post change in motion

As we move forward

As you flip through these pages you will realize that we have the vital solution to the current awareness dilemma. We have developed a campaign that not only solves the awareness issue, but encourages unique and fun interactivity between our target and your brand. GM holds the strong brand awareness of being American. We are positioning the GM College Discount Program to be positioned as affordable, accessible and fun.

GM COLLEGE DISCOUNT PROGRAM EXECUTIVE SUMMARY


DISCOVERY

RESEARCH

GENERAL MOTORS

SITUATION ANALYSIS

THE First Category was what type of car is our target dring currently, and how did they get the vehicle? The survey showed GM is driven by 12.7% of our target, which was 4th to Ford at 1st, Toyota at 2nd and Honda at 3rd. Another key insight was 64.1% of our target is currently driving a vehicle that was bought by someone other than themselves; meanwhile, 36% of our target bought their own vehicles.

research

overview We surveyed 1,644 people within our target to uncover how college students and recent graduates currently see the GM brand.

The survey showed 79.6% bought their cars used. Since almost 80% of our target buys used cars, we discovered that we must turn this threat into an opportunity and show incentives to why our target needs newer vehicles and how the GM college discount program is the best avenue for newer models.

In the Second category of research, we sought out to uncover how our target views GM, as a brand. In our research, we encountered that GM ranked last in innovation technology. Our target prefers Ford, Honda, Nissan and Toyota in innovation technology over GM. This research tells us that our strategies need to showcase the innovation technology GM has to offer. We also learned that when our target thinks GM, they think about SUVs and gas-guzzlers. We must overcome this weakness by showcasing many of our gas-efficient sedans and crossovers. Our target also believes our SUVs and Crossovers are excellent quality for heavy lifting and pulling, but they do not feel they are versatile and accommodating for many different lifestyles. Another insight we found is our target is unaware of the different brands GM has to offer, especially the gas-efficient sedans. If they draw this connection, then our college discount program will be more successful.


What we FOUND OUT... FOR The third category, we sought to figure out exactly what our target demands when buying a new vehicle AND how much would they spend and where they would look. We discovered that our target is focused on price/discount (38.7%) above any other aspect of the car. Gas mileage (33.5%) was a close second while the rest rank in order from most important to least important: Safety, Style, Brand, Performance and Technology. In addition, one-third of the participants said they would be interested in purchasing a hybrid or electric car in the future. The last consumer preference we encountered is how much our target is willing to spend on a new car. Of those surveyed, 43.8% said they would be willing to spend $10-15 thousand, and 33.9% said they would spend $16-20 thousand. When preparing to purchase a new car, over 50% are most likely to gain more information from family and friend, then they will look through automobile magazines and websites. They will predominantly search on ebay, craigslist, cars.com and carmax. In addition, we learned that they will search keywords such as “cheap cars,” “cheap (brand),” “low gas mileage.”

STrengths • Perceived as an “American Brand” • Great line of SUVs, Crossovers and Trucks • GM Program offers discounts instead of only rebates. • GM Program offers the biggest discounts on newer vehicles.

OPPORTUNITIES • Low awareness: we can create our own niche in the market • Prove to target we have gas-efficient sedans • Re-establish positive brand attitudes.

WEAKNESSES • Weak brand awareness among target • Hold the positions as “gas-guzzler” • Millennials and recent graduates are unfamiliar with how to perceive the brand

THREATS • Competitor rebate programs • American Economy • Personal buying and selling on Ebay and Craigslist

GM COLLEGE DISCOUNT PROGRAM SWOT


DISCOVERY

REASEARCH

TARGET AUDIENCE

Dependents

Independents

Dependent scholars are students who are financially dependent on a third party and are currently working on receiving their degrees. Many of these students are just beginning the process of establishing credit. Media Savvy. Most Scholars are very involved in college life.

Independent scholars are students who are financially independent are currently working on receiving their degrees. Many of these students are just beginning the process of establishing credit. Media Savvy. Most independent scholars are not as involved in college life because they must have full-time or part-time jobs.

Dependent diplomas are either in graduate programs or are 0-2 years out of college. Diplomas are very driven to make a name for themselves in their aspired job arenas. Most dependent diplomas will not have serious loans that would effect their purchasing decisions.

Independent diplomas are either in graduate programs or are 0-2 years out of college. Independent diplomas are very driven to make a name for themselves in their aspired job arenas. Many independent diplomas will have loans to pay or have already started to pay them off. These loans have very big impacts on purchasing decisions.

financially relying on 3rd party

18-23 Scholars

24-26 Diplomas

27-30 Achievers

GM COLLEGE DISCOUNT PROGRAM Target

GENERAL MOTORS

financially independent

Achievers are in Graduate/PhD programs or are 0-2 years out of school. Achievers will have the most money spend when buying a car, and they will appreciate the discounts the most. Achievers are financially independent and have expenses which will certainly affect purchasing decisions.


MAKE YOUR MOVE

GENERAL MOTORS

THE BIG IDEA

TACTICS

MAKE YOUR MOVE

MAKE YOUR MOVE

Why it works The Make Your Move big idea encapsulates the transition between college and the endless opportunities that await in the near future. Our IMC campaign encourages our target to invest in their future and build long-lasting relationships on the way. Our Make Your move campaign positions the GM College Discount Program as brand that is an expert in automotives, while being primarily focused on building customer relationships.

OUR NICHE The GM College Discount Program’s niche in the market is to emphasize the ability to be relevant across all media platforms and college campuses. The GM College Discount Program must distinguish itself as a brand that is more concerned on building customer relationships than building revenue. The program will not only be known for having the best opportunity for savings, but it will be the most interactive way to connect with an automobile brand with intent of making a purchase.

GM COLLEGE DISCOUNT PROGRAM OBJECTIVES AND GOALS


MAKE YOUR MOVE

SOCIAL MEDIA

GENERAL MOTORS

PERSONALITY AND TONE POSITIONING STATEMENT

For college students and recent graduates who value premium customer service & savings in their transition, the GM College Discount Program is the elite platform that transforms the brand-to-customer experience.

SINCERE AUTHENTIC RELEVANT

GM COLLEGE DISCOUNT PROGRAM PERSONALITY AND TONE

A sincere guide, authentic, relevant and media savvy. GM is funny, not cute. Genuine, not fake. GM are experts who are trustworthy. GM College Discount Program will establish these attributes by building relationships through customer /brand interaction via social media and the gameday event. The GM program’s agenda is to build positive customer insight and belief in the brand. People dont care what you know, until they know that you care. GM cares and has the savings you need.

MAKE YO U R MOVE


MAKE YOUR MOVE

GENERAL MOTORS

OBJECTIVES AND GOALS Establish Positive Attitudes with the Target.

Our primary objective is to boost Brand Awareness with college students and recent graduates. Our goal is for college students and recent graduates to know that GM is a brand that makes your needs, their needs. The objective is for our target to know that GM is a brand that wants to help its customers in the recession. We want college students and recent graduates to know and feel that the GM College Discount Program is the help these customers have been looking for.

Building and maintaining brand loyalty for the program. College students and recent graduates must have personal, physical interactions with our brand. Our focus is for these students and recent graduates to feel that we want to be in their lives to help them, instead of just selling vehicles. We must earn this consumer insight. We earn it by knowing what and where they are going to search for a car and being there. Whether it is online, or in a magazine, our target must know and feel that the GM college discount program is an opportunity available for them right now. The first and most important perception we want for the program is to be the help in a time of need.

In addition to showing our target that GM wants to help, we must make it clear to them that we are relevant and always available. The goal is to meet this target right where they are and deliver exactly what they need. We are dedicated to be as relevant, helpful and fun as we will be during big college football games, through social media.

In addition to the first potential customer insight, we want the GM College Discount Program to be a brand they can have fun interacting with. GM will build these positive attitudes by creating funny commercials, print ads, videos, blog posts, and tweets all encapsulating the idea that many drivers in our target need to be rescued from their rundown, unreliable, old vehicles. Their old cars are bringing them down and our program will bring them back up. Just brainstorm the creative and hilarious possibilities.

The GM college discount must become and remain relevant through constant opportunities for interaction with the brand and other brand users.

We must position GM college discount program as a brand with a personality that is completely dedicated to helping its customers.

TACTICS

Interactivity with the Brand. Our final objective is to bring our target inside the GM line of vehicles. In order to drive purchase intent, we have to show our target what they desire. We must show them the different aspects of the GM models that they have been missing. GM College Discount Program will offer customers a test drive while they are sitting at their desks. This is when our brand physically and virtually meets our target exactly where they are. We will execute objective through social media and our College Game of the Week events.

Make Your Move.

GM COLLEGE DISCOUNT PROGRAM 7 OBJECTIVES AND GOALS


TWO THOUSAND Twelve

EVENTS

TEN GREAT GAMES OF COLLEGE BALL AND A MARKETING PLAN TO REACH THEM ALL

GENERAL MOTORS

COllege Gameday EVENT

GM GAMEDAY

PROMOTION IN STYLE GM college discount program will travel to ten of the biggest matchups in college football. They will go to a different campus every week. Event schedule will be based upon on the 2012-2013 BCS NCAA Football Schedule that is soon to come out. Events will travel to: Northeast, East Coast, Southeast. South (2), Midwest, North Midwest, Southwest, West, and Northwest.

make your move Doubles Cornhole Competition

starts at 9 AM for 12PM-1 pm games. Starts at 1PM for 4PM-8PM How to enter: Each team member must Scan QR code, fill out Info and LIKE us on facebook. Two cornhole sets.16 Teams play in one-game matches. First to 21 points. Single Match elimination.

pre-game

GM GAMEDAY TENT

Arrive wednesday morning to promote the gameday event on Saturday. Place Print ad posters around campus. My adventure guerila marketing kiosk at student center. Golf cart (2) rides from parking lots to classes. Promote my adventure app.

Our 15-by-15-foot booth will showcase two 37’’ LED Vizio Televisions presenting slideshows of the program. The slides three-second transition to the wide variety of the 2012 and 2013 GM models applicable for the program. Last slide will contain promotional information to discover more.

PROMOTION IN STYLE

PROMOTION IN STYLE

COFFEE

FLYERS

Give out 1 package (100) free coffee cup sleeves to a coffee shop on campus to save them for using their own for a few days and to advertise our brand.

Post flyers around campus 3 days in advance (Wednesday), announcing our arrival for the big Game.


THE 10 BIGGEST COLLEGE GAMES ACROss AMERICA BOISE STATE

NOTRE DAME

BOISE, ID

SOUTH BEND, IN

Capacity: 33,500 Reach: 500 Frequency: 1 GRP: 500

Capacity: 80,795 Reach: 1,206 Frequency: 1 GRP: 1,206

EVENTS UNIV. OF MICHIGAN ANN ARBOR, MI

Capacity: 109,901 Reach: 1,640 Frequency: 1 GRP: 1,640

UNIV. OF OREGON EUGENE, OR

Capacity: 54,000 Reach: 806 Frequency: 1 GRP: 806

PENN STATE

12,399 impressions

UNIV. OF OKLAHOMA Norman, OK

UNIVERSITY PARK, PA

Capacity: 107,282 Reach: 1,601 Frequency: 1 GRP: 1,601

VIRGINIA TECH

Capacity: 82,112 Reach: 1,225 Frequency: 1 GRP: 1,225

BLACKSBURG, VA

Capacity: 66,233 Reach: 989 Frequency: 1 GRP: 989

UNIV. OF TEXAS

ALABAMA

AUSTIN, TX

Capacity: 100,119 Reach: 1,494 Frequency: 1 GRP: 1,494

TUSCALOOSA, AL

LOUISIANA STATE

Capacity: 101,821 Reach: 1,520 frequency: 1 GRP: 1,520

Baton Rouge, LA

Capacity: 95,000 Reach: 1,418 Frequency: 1 GRP: 1,418

GM COLLEGE DISCOUNT PROGRAM Gameday EVENT


TWO THOUSAND Twelve

EVENTS

GENERAL MOTORS

COllege Gameday PRIZES GIVAWAYS

Promotional Teams nine Promotional Specialists

TAILGAITING

Retail Tea

AIR FreshenerS

2 Specialists for Retail selling Official GM Gameday T-shirts, Towels, Chairs, Guidance Team: 6 Specialists equipped with iPads to help visitors sign up and enter to win prizes and gain more information! Includes social media specialists

Featuring information about our Keep It Clean program, these airfresheners will be passed out and direct users to the discount program microsite.

Tournament Team 2 Specialists Organizing and Running the Make Your Move Corn-hole Competition for $2,000 prize. Score is kept on iPad by each tournament team member.

Donation Team

GM KOOZIES

4 Co-ed Specialists, each equipped with an iPad, delivering free koozies and air fresheners. 90 minutes prior to kickoff 2 co-ed members of the donation team will start offering trivia rides to the stadium.

Grab FREE Koozies at GM College Discount Program Tent. In addition, four promotional specialists will be handing out free koozies around campus to ensure the perfect tailgating experience. Simply scan the GM College Gameday Koozie to LIKE the us on Facebook!

Each Promotional Team will have a corresponding table set up within the booth. GM Dealership Team 2 friendly, energetic and accommodating salesmen. DON’T fear the car-salesman! They are there to start customer relationships, gain tastes and preferences and provide information about the program.

GAMEDAY T-SHIRTS Younger men and women walk around and mingle with students and families while tailgating. Each equipped with an iPad to sign prospective customers up. They will be wearing GM T-shirts with QR codes and social media links on the front and back.


AWESOME GAMEDAY GIVEAWAYS

EVENTS

WIN PRIZES

GAMEDAY TENT

2012 CHEVY CAMARO COUPE SWEEPSTAKES

FOLDING CHAIRS Folding Chairs can be won by entering for the 2012 Chevy Camaro Coupe Sweepstakes at the Gameday Tent. All winners will be announced throughout the game.

CAN’T LIVE THE DREAM UNTIL YOU DRIVE THE DREAM iPadS They are very popular among mellenials. Visitors to our gameday tent can will enter to win an iPad. The winner will be announced over the PA durring halftime.

MAKE YOUR MOVE AND ENTER TO WIN YOUR DREAM RIGHT NOW

Two Easy steps could stand between you and your new toy. Simply Scan the QR Code Below and Like The GM College Discount Program on Facebook! Second, fill in the prompt with your name, student ot parent (third party), email and favorite GM model for your chance to win! Allowed up to 10 entry’s to increase your chance to win! Enter your name or email address and take five-question survey for each re-entry. The Winner will be announced during halftime of the BCS National Title Game!

GM COLLEGE DISCOUNT PROGRAM 11 Gameday EVENT


YouTube

SOCIAL MEDIA

GENERAL MOTORS

BEST VIDEO CONTEST

USER CREATED VIDEO WITH A VIRAL EFFECT 2012 GENERAL MOTORS

VIDEO CONTEST

ENTER TO WIN PRIZES AND

$10,000 CONTESTs Reach: 10,000 Frequency: 10 GRP: 100,000

GM COLLEGE DISCOUNT PROGRAM YOUTUBE VIDEO CONTEST

Submit your road trip videos on GM’s YouTube Channel. Rules: Must be in GM vehicle. Must have at least 4 participants in vehicle. Must clearly state in the video why the GM vehicle you are using is the ideal vehicle for a road trip.

Most of all have fun! Winner receives $10,000.

ROAD TRIP

TAILGATING

MUSIC VIDEO

Want to go on an adventure and receive $10,000 for it? Make Your Move!

Do YOU Want to get paid for having to much fun before the game? Is $5,000 reasonable?

Tired of Seeing Music Videos without YOU in them? Want to make it on the BIG Screen? Make Your Move!

Take a road trip with at least three friends in a GM vehicle and video how your GM vehicle made your trip worthwhile. Video must be between 5-7 minutes in length.

Video all the fun you are having tailgating with your friends. Most importantly, show how your GM vehicle is the perfect tailgating machine. Video must be between 4-10 minutes in length.

The GM College Discount Program is giving you the opportunity to write, video and edit your very own music video using the GM brand. Video must be between 3-5 minutes in length.


FACEBOOK

GENERAL MOTORS

INTERACTIVE MEDIA

TACTICS

Younger men and women walk around and mingle with students and families while tailgating. One guy on team will drive a Equinox and one girl will drive an Malibu Each equipped with an iPad to sign prospective customers up. Wearing GM T-shirts with QR codes and social media links (Follow us!) on back. Spokespeople will represent the GM Brand without soliciting, yet ready and excited to inform. They will offer tailgaters trivia rides in GMC Sierra & Chevy Equinox to the big games or to somewhere on campus.

Golf cart rides. One guy. One girl. 2 Golf carts. 3 days. Lots of Fun. On the way to destination, participants answer up to 5 questions to win chairs, towels, t-shirts and automatic bids to enter 2012 Camaro sweepstakes and iPad gameday giveaway.

QUIZ TIME Quiz on Donation Team iPads. Six Trivia Questions on GM College Discount Program. First four questions each have 30-second time limit. Last two questions each have one-minute time limit.

1. 2. 3. 4.

What is the GM College Discount Program slogan? Name 3 brands that qualify Name one of the two vehicle years that qualify. Ex. 2003. Out of the Four, which brand(s) does not apply? a. Cheverolet Camaro Coupe b. Cheverolet Volt c. GMC d. Pontiac

5. T or F. GM College Discount Program applies to all int’l markets. 6. How many years after college until you do not qualify for the program? a. 1 b. 2 c. 3 d. 4 e. 5


SOCIAL MEDIA

staying connected

The information platform Reach: 250,000 Frequency: 15 GRP: 3,750,000

GENERAL MOTORS

Facebook STRATEGY

What we are posting

Promoting the Brand

What is trending?

Our strategy is to bring value to our brand by helping them find the best deals. We will post gameday, trends and pop-culture in to have more interactivity with customers.

New Sweepstakes to Enter

Posting links to 10-most popular blogs for college students.

Promotional Videos of Gameday Event New Quizzes and Surveys to take to receive prizes.

Most popular consumer products with college students and recent graduates?

YouTube Video Competitions What is the latest fashion? Promote how much students will save with the GM College DiscountProgram. myAdventure driving App (same software as kiosk)

Different types of college jargon for different regions of the country. Styles in Cars

most- popular college blogs for positive brand awareness.

college gameday

polls on Pop-Culture

Videos during the Tailgate

Who’s the biggest celebrity right now?

Pictures with Crew

The biggest up-coming artist

Picture of Prize Winners.

Who has sold out?

Sweepstake and Prize promotions

Best World Athlete? Who will win Heisman?

GM COLLEGE DISCOUNT PROGRAM 14 FACEBOOK STRATEGY


STANDARD

GENERAL MOTORS

TRADITIONAL MEDIA

DIRECT MARKETING OUT-OF-HOME BILLBOARDS In the tough job market, are you starting to wonder if your 4-6 year degree is offering you any advantages? The GM College Discount Program offers you the biggest savings on the newest makes and models. Do you need a car that screams overqualified? Take advantage of the biggest savings when purchasing a new vehicle. Your future isnt waiting, why should you?

YOUR NEXT MOVE magazINE ADS Have you ever met that guy or girl who has it all? Check out the 2012 Chevy Malibu and become the buzz of your class. With Chevy, you are always invited.

14


2012-2013

MEDIA PLAN

2012 YEAR-ROUND

MICROSITE

Pre-test Online Gross Rating Points at beginning of every week. Evaluate GRP through Google Analytics and make immediate necessary changes. Post-test at the end of every week to evaluate your pre-test.

YEAR-ROUND

PRINT ADS

AUGUST

DATABASE LAUNCH chicago billboard AUGUST

SPECIALIST TRAINING

Reach:12,399 Frequency:1 GRP: 12,399 CPM: $161

YEAR-ROUND

MEDIA SCHEDULING OCTOBER

JANUARY

Frequency: 20 Reach: 50,000 GRP: 1 million

Frequency:1 Reach: 250,000 GRP: 250,000

L.A. BILLBOARD DIRECT MAILERS NOVEMBER-DECEMBER

AUGUST-DECEMBER Frequency:1 Reach: 12,399 GRP: 12,399

SEPTEMBER

MOBILE APPs

Frequency:1 Reach: 250,000 GRP: 250,000

DECEMBER

TAILGATING VIDEO Frequency: 10 Reach: 4,500 GRP: 45,000

Frequency: 20 Reach: 7,500 GRP: 15,000

MARCH

NYC BILLBOARD ROAD TRIP VIDEO DECEMBER

MUSIC VIDEO Frequency: 10 Reach: 1,500 GRP: 15,000

2013

Frequency: 20 Reach: 7,000 GRP: 140,000

SEPTEMBER

FEBRUARY

DIRECT MAILERS ATLANTA BilLBOARD

Frequency: 20 Reach: 60,000 GRP: 1.2 million

SOCIAL MEDIA GAMEDAY EVENTS SUM of YouTube, Facebook and mobile app interactive media. GRP: 3,990,000

GENERAL MOTORS

Frequency: 10 Reach: 4,000 GRP: 40,000

APRIL

DETROIT BilLBOARD Frequency: 20 Reach: 15,000 GRP: 300,000

JULY

DALLAS BilLBOARD Frequency: 20 Reach: 13,500 GRP: 270,000

JANUARY

CHEVY SWEEPSTAKES Frequency: 10 Reach: 250,00 GRP: 2.5 million

6,639,798 impressions


Choose your Adventure: Variety, Mountain, Tropics, Freeway or Autobond. Push on Acceleration for Variety 0-25 mph driving up a mountain. (sharp turns) (rough terrain) 26-40 mph driving in Tropics (Bahamas) along side the coast 41-60 mph driving on Freeway/Interstate 61-100 on European Autobond.


When personalization means everything‌


MAKE YOUR MOVE

GENERAL MOTORS

imc budget

metrics

$1,199,011

Social media

out-of-home advertising led digital billboards|bus wrap Chicago, IL. $4,800 Detroit, MI. $4,500 dallas, tx. $4,000 atlanta, GA. $3,500 New york, ny. $5,000 Los angeles, CA. $5,000

Mobile applications Microsite makeover Microsite domain name mySQL Premium database software Three 12-month social media specialists

$26,000 $3,500 $5 $10,000 $93,600

$133,105

Tour bus wrap $10,000

$36,800

Gameday Events

incentive Giveaways

30 ipads Promotional Folding Chairs Youtube road trip video award youtube MUSIC video award YOUTUBE TAILGATING VIDEO AWARD make your move cornhole prize money two bcs national championship tickets 2012 Chevy Camaro Coupe Sweepstakes

11%

$16,500 $2,000 $10,000 $2,500 $5,000 $20,000 $8,000 $23,000

47%

4% 7% 3%

$87,000

print advertising BCS national championship tickets $50,000 college campus print ads $2,000

$52,000

28%

12 iPads Trailor Tour Bus Tour Bus Fuel Gameday Tent Golf Cart Fuel Two Golf Carts Six Team Tables Two Cornhole Sets Logo Table Runners Promotional Koozies 14-week Employee Salary ten stadium vendor venues Promotional Folding Chairs Promotional Coffee Sleeves Promotional Air Fresheners Humless Sentinel Generator Two 37’’ Vizios flatscreen TVs Promotional Employee T-shirts GM promotional specialist training Ten Game-Day Advertising packages

$6,600 $2,000 $260,000 $5,000 $2,500 $3,000 $10,000 $750 $300 $1,200 $1,000 $105,000 $5,000 $2,000 $180 $9,275 $2,100 $1,200 $20,000 $5,000 $120,000

$565,105

direct marketing

Eva luat ion Plan direct mailers $325,000

$325,000

GM COLLEGE DISCOUNT PROGRAM 16 BUDGET


2012-2013

analytics

google analytics

social media analytics

We will measure how long users are staying on our facebook site. What they are looking at and if they are clicking the links to go to the appropriate GM brand websites.

250,000 facebook likes is considered a facebook success 50-100 users participating in each video contest is a success.

interactive and direct marketing

Positive articles about our program from top automobile blogs/college living blogs/ college sports blogs are considered a media presence success.

We will evaluate how many prospective customers will visit our booth and sign up for prizes and more information. Our goal is to gain at least 500 new users to sign up each Saturday at the gameday event. This feeds directly into our da tabase to showing who to send direct mailers to. 10-12% ROI with our direct mailers

Are our objectives being met? Surveys given on facebook page and microsite to see if our brand is becoming more relevant and establishing a positive customer insight. Pre-event interaction via social media vs. Post-event interaction

QR code effectiveness Survey Example. Studies on how many tailgaters researched our microsite. We will evaluate how many tailgaters are taking advantage of our “rides” from the tailgates to the stadium. Are our incentives enough to interact with our customers?

1. What is the GM College Discount Program slogan? 2. Name 3 brands that qualify 3. Name one of the two vehicle years that qualify. Ex. 2003. 4. Out of the Four, which brand(s) does not apply? a. Cheverolet Camaro Coupe b. Cheverolet Volt c. GMC d. Pontiac 5. T or F. GM College Discount Program applies to all International Markets. 6. How many years after college until you do not qualify for the program?

GENERAL MOTORs

evaluation interactive and direct marketing We will evaluate how many prospective customers will visit our booth and sign up for prizes and more information. Our goal is to gain at least 500 new users to sign up each Saturday at the gameday event. This feeds directly into our da tabase to showing who to send direct mailers to. 10-12% ROI with our direct mailers We will evaluate how many tailgaters are taking advantage of our “rides” from the tailgates to the stadium. Goal is at least 10 group impressions per game Evaluate if tailgaters really want and use our free gifts. Koozies? Coffee Sleeves? Air Freshners? If our event drives more traffic to the GM dealers it is considered a huge success.

Trendpedia What is #trending. We must make sure we are relevant and trending.


MAKE YOUR MOVE

GENERAL MOTORS

IN CONCLUSION Primary Focus

When deciding where to start with this campaign, we decided to have a focus group within our firm to find what we, as college students value the most. We concluded that focusing on building meaningful, customer relationships adds more value to your product or service than any other marketing strategy out there. Many customers with buying power are hesitant to buy or invest because many times you do not know if the brand or service is sincere until you have tested the product. Our Make Your move Campaign is designed to build value to your brand and service before they even step on your lot. At Deakyne Baker Advertising, we are certain that this program will be successfull if the GM College Discount Program positions itself as a service that is after the consumers wants and needs, rather than their commission or company agenda. When a potential customer with buying power already has established positive attitudes toward the brand, they will be much more likely to buy.

DIRECT MARKETING

why we did what we did Now that we established that building customer relationships has to drive our creative strategies, we had to combat the problem. We are certain that if we meet these students and recent graduates exactly where they are, they will be gain awareness about the brand. We decided there is no better time to buy than the Fall/Holiday Season and no better way to advertise to college students than to meet them on their traditional Saturday Gameday Events. By traveling to big college football games across the country for 10 weeks, we get the unique opportunity to start these relationships face-to-sface by serving tailgators and fans with sweepstakes, free giveaways, and the huge savings the GM College Discount Program has to offer. This campaign offers GM and the GM College Discount Program what they have been searching for, the opportunity to restablish a niche in the market to millennials. We must meet them where they are and show them we care. We believe our campaign will solve your identity and awareness problem to separating itself as the brand “You can Trust� Think about it. We are never concerned with giving money to people or companies in whom we trust.

GM COLLEGE DISCOUNT PROGRAM 18 CONCLUSION


Caples copy