Primary Target• Male

• 35-64 years old

• College-educated

• $175,000+ income

• Successful entrepreneurs, doctors, executives

• Car enthusiasts

Secondary Target

The Discerner

The Adventurer

The Conqueror

The Realist

Situation Analysis

SWOT Analysis

Media Plan

Objectives

Two main goals of this campaign will achieve:

1. Triple wholesales of “XXX” Hummer vehicles

2. Replace the shrinking demand for military vehicles with equal to or more than commercial sales

1. Raise top of mind awareness among target audience to 50%

2. Build on the image/mystique of the Hummer

3. Differentiate Hummer from any vehicle on or off the road

4. Re-enforce Hummer’s off-road capabilities

5. Deliver qualified, preconditioned leads to dealers

MarcomM Objectives

1. Consumer magazines to deliver the “lifestyle” message

2. Through these initiatives, our media impact is estimated to result in:

1. Average R of 54% 2. Average F of 3.6 times 3. Total gross impressions of 1,556,240

MEDIA Tactics

Publications

Dealer CooperativeObjectives• Increase the quality and impact of local dealer advertising

• Create more user-friendly Marketing Communications Planner

• Empower dealers with tools to generate new leads and maintain contact with hot prospects

• Continually refine and improve our co-op program

• Enhance communication between the dealers, the agency, and AM General

• Involve dealers in national marketing programs

• Increase dealer awareness of the increase in quality leads

Dealer CooperativeDealer Planner

Vol. I: National Marketing Communication Plan

Vol. II: Local Marketing Communication Plan• Guidelines for implementing direct

marketing, print buys and PR strategies at local level

Vol. III: Co-op Programs• Camera-ready dealer ads, postcard

samples, wide array of slides and photographs to

Dealer CooperativeHummer Marketing Tips• Keeps dealers on track and National

Campaigns

• One new marketing tip per month• Cost included in “Agency Service Fee”

Direct MailCurrent Hummer Owners

Hummer Adventure MagazineNew product enhancements and how to sections• Upcoming coming rallies• Road Test results• Testimonials• Stories of Hummer

Adventures• Hummer merchandise

for sale

Direct MailProspective Hummer Buyers

Invitation to Test Drive a Hummer• Objective: Generate

qualified leads and establish a reasonable cost-per-lead benchmark

• Brochure Mailing: “Invitation” to test-drive the Hummer mailed in March, May, July and October

THOMAS

PICTURE FROM 1996

Talk about other sections by referencing visual

Creative Strategy

Promotions and Merchandising Programs

Forbes Magazine Business Week The Broward Marine Summer Cruise

Additional Marketing Tactics

Additional Marketing Tactics

Public Relations and Trade ShowsAutomotive Magazines

Additional Marketing Tactics

Public Relations and Trade ShowsAutomotive MagazinesLifestyle-oriented Publications

Franco Public RelationsPublication relations

EventsNorth American International Auto ShowNational Auto Dealers Association

MeetingSafari Club International ShowArnold Schwarzenegger’s Fitness Expo

Budget Summary