roli tire and auto: advertising campaign

ROLI-ability

Objectives

• Maintain Customer Base

• Increase Female Customer Base

• Increase Awareness of Green Technology

• Badge of Honor

Target

• Upper Middle Class • Young Family• Modern • Multiple Cars

*Thompson Family

Strategy

• Use traditional advertisements and an emphasis on social media to reach customer base.

• Use publics events to engage local community.

• Indirectly target women within advertisements.

Creative

Print

Web

Billboard

Television

Radio

Radio Spot

• Frantic woman calls into ROLI• ROLI Employee “How can I help you”• Woman vaguely describes auto issues• ROLI Employee knows exactly what’s wrong• Woman answers surprised and relieved• Voiceover: When Roli has your back, “That’s

ROLI-ability”

Social Media

Event Sponsorship

ROLI CLASSIC CAR SHOW

• Location: Frequented Area (Beach)

• Community-Oriented

• BBQ and Live Music

• ROLI Booth

• Green Theme Promotion

Media Plan

• 6 month, Summer to Late Fall• Newspaper: 8 weeks Newsday, 8 weeks Long

Island Press• Billboard: 3 different Billboards• Radio Spots- BLI• One Commercial Spot- Local News• Promotional Tweets

Budget

Newspaper; $23,000.00 Web;

$4,500.00

Billboards; $8,500.00

Television; $10,000.00

Radio; $3,000.00

Car Show; $50,000.00

Misc; $15,000.00

Total: $137,000

Evaluation

• Twitter followers and impressions

• Growth in sales

• ROLI Classic Car Show: Attendance, Merchandise Sales

Thank You.