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DESCRIPTIONWelcome 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 Presentation
Welcome To MSMMarketing 481 Honors Promotions Management
Client Goals To create a grass-roots marketing campaign to increase excitement, want and desire of the Chevrolet Cobalt250,000 Advertising Impressions100,000 Public Relations Impressions700 Butts-in-Seats
Outline of Presentation
Research Public RelationsAdvertisingStrategyBudgetSummary
Measure our target markets impressions, perceptions, and opinions of the Cobalt
Identify our target markets interests, behaviors, needs, and desires towards vehicles
Provide useful feedback from our target market
Measure the effectiveness of our campaign
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
Sample Size: 230Blank Questionnaire Please see Campaign Proposal (pg 62-65)Questionnaire With ResultsPlease see Campaign Proposal (pg 66-69)
Name local Chevrolet dealer75.7% of students could not recall Burns as their Rock Hill Chevrolet dealer
Choice of dealership in Rock Hill27.4% of students would most likely shop at Burns Chevrolet
Obtain 8 stories in various media Total Projected Impressions 191,000 impressionsObtain air time donated by a local TV or radio station Convince at least 5 media members to attend the event
Develop relationships with media contacts
Assure media coverage before, during, and after the event
Distribute media kit pre-event
Timeline and ExplanationCompiled Media Contact ListPress Release # 1Solicitation LetterPress Release # 2Media KitsEvent Press Release # 3
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
Target Generation Y with the campaign tagline
Create ads that incorporate the Chevrolet tagline, Chevrolets bowtie logo, pictures of the Cobalt, and noisiVisions tagline and logo
Incorporate the campaign tagline on everything to ensure it is viewed as the signature of our campaign
500 Color Flyers
500 Black & White Flyers
3 Advertisements in The Johnsonian
2 Advertisements in The Herald
Total projected impressions1,322,902 impressions
College FacebookOnline directory & social networking community
1,978 Winthrop members
First advertiser ever on the site Ads promoting the Cobalt & the event
Create awareness for the Chevrolet CobaltCreate awareness for the Chevrolet Colorado, Equinox and AveoTarget Generation Y with the campaign tagline: "Drive your Generation: Chevy Cobalt"
Put on an event to inform and create awareness
Change consumer perception of Chevrolet
Change consumer behavior and create desire
Schedule of Events
2 mini-events Event 1: March 30th from 11-2 pmEvent 2: March 31st from 11-2 pmCobalt on displayFrisbees, flyers, brochures and business cards will be passed out
Schedule of Events
Main event April 1, 2005 from 5-11 pm on Dinkins LawnInteractive games with cars7 cars (4 Cobalts, 1 Colorado, 1 Equinox, 1 Aveo)
Interactive GamesCobalt 1- Lawn show caseCobalt 2 Jail GameCobalt 3 Raffle boxCobalt 4 Cram and Musical ChairsColorado Tug of War and Truckball Equinox Scavenger Hunt Aveo Changing Clothes
Campaign Response FormTrying to get it in power point
Please send me information on the following Chevrolet models(s):
Indique aqu si le gustara recibir la informacin en espaol de su auto (donde est disponible).
How many makes and models are you currently considering or looking at?
4 or more
Not sure yet
Are you planning to visit a dealer within the next month?
Have already visited a dealer
May provide your information to a local dealer for follow-up?
Im planning on:
More than 1 year
Are you interested in taking a test drive at a local dealership?
Allocation of Funds
Research$ FreePublic Relations$ 100Advertising$ 1,100Strategy$ 800Reports$ 300Other Expenses$ 100Miscellaneous$ 100Grand Total $ 2,500
Any questions, comments or concerns?
Wills slide: will introduce himself and his group members.