Welcome 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”

Outline of Presentation

• Research • Public Relations• Advertising• Strategy• Budget• Summary

Research

Goals

• Measure our target market’s impressions, perceptions, and opinions of the Cobalt

• Identify our target market’s interests, behaviors, needs, and desires towards vehicles

Objectives

• 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

Survey

• Sample Size: 230• Blank Questionnaire

– Please see Campaign Proposal (pg 62-65)• Questionnaire With Results

– Please see Campaign Proposal (pg 66-69)

Graph

Familiarity with the Chevy Cobalt

32.60%

67.40%

YesNo

Graph

Top Five Vehicles Owned by Winthrop Students

18.30%

14.50%12.40%

11.80%

9.10%HondaFordChevroletToyotaNissan

Graph

Top Five Factors Influencing Vehicle Purchases

6.80%10.00%

15.80%19.20%

19.90%Parents purchasedfor mePrice

Overall quality

Durability

Safety

Graph

What do students value most when shopping for a new vehicle?

15.30%

14.40%

10.60%

Low pricestrategyLow monthlypaymentLow interestrate

Statistics

• Name local Chevrolet dealer– 75.7% of students could not recall Burns as

their Rock Hill Chevrolet dealer

• Choice of dealership in Rock Hill– 27.4% of students would most likely shop at

Burns Chevrolet

Public Relations

Objectives

• Obtain 8 stories in various media • Total Projected Impressions

– 191,000 impressions• Obtain air time donated by a local TV or

radio station • Convince at least 5 media members to

attend the event

Strategies

• Develop relationships with media contacts

• Assure media coverage before, during, and after the event

• Distribute media kit pre-event

Timeline and Explanation

• Compiled Media Contact List• Press Release # 1• Solicitation Letter• Press Release # 2• Media Kits• Event • Press Release # 3

Advertising

Objectives

• 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

Strategies

• Target Generation Y with the campaign tagline

• Create ads that incorporate the Chevrolet tagline, Chevrolet’s bowtie logo, pictures of the Cobalt, and noisiVision’s tagline and logo

• Incorporate the campaign tagline on everything to ensure it is viewed as the signature of our campaign

Tactics

• 500 Color Flyers

• 500 Black & White Flyers

• 3 Advertisements in The Johnsonian

• 2 Advertisements in The Herald

• Total projected impressions– 1,322,902 impressions

• College Facebook

Advertisements

Advertisements

Flyers

Flyers

Promotional Items

College Facebook

• Online directory & social networking community

• 1,978 Winthrop members

• First advertiser ever on the site

• Ads promoting the Cobalt & the event

Strategy

Objectives

• Create awareness for the Chevrolet Cobalt• Create awareness for the Chevrolet

Colorado, Equinox and Aveo• Target Generation Y with the campaign

tagline: "Drive your Generation: Chevy Cobalt"

Strategies

• 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 pm– Event 2: March 31st from 11-2 pm

• Cobalt on display• Frisbees, flyers, brochures and

business cards will be passed out

Schedule of Events

• Main event – April 1, 2005 from 5-11 pm on Dinkins

Lawn– Interactive games with cars– 7 cars (4 Cobalts, 1 Colorado, 1

Equinox, 1 Aveo)

Interactive Games

• Cobalt 1- Lawn show case• Cobalt 2 – Jail Game• Cobalt 3 – Raffle box• Cobalt 4 – Cram and Musical Chairs• Colorado – Tug of War and Truckball • Equinox – Scavenger Hunt • Aveo – Changing Clothes

Campaign Response Form

• Trying to get it in power pointPreferred Title

Please send me information on the following Chevrolet models(s):

Colorado Aveo Equinox

M r. Mrs. Ms.

www.chevrolet.com CH1 3C10IA373

First Name Last Name

Address

City State Zip Code

E-Mail Address

Daytime Phone Evening Phone

Indique aquí si le gustaría recibir la información en español de suauto (donde esté disponible).

How many makes and models are you currently considering or looki ng at?

1-3 4 or more Not sure yet

Are you planning to visit a dealer within the next month?

Yes No Have already visited a dealer

May provide your information to a local dealer for follow-up?

Yes No

I’m planning on:Purchasing 1 month 7-12 months

Leasing 1-3 months More than 1 y ear

4-6 months

Within:

Are you interested in taking a test drive at a local dealership?

No

Cobalt

Yes

Event Layout

Members of 481H ClassEvent Attendees

Relay For Life

Tent

Dinkins

Members of 481H ClassEvent Attendees

Byrnes

Auditorium

Budget

Allocation of Funds

• Research $ Free• Public Relations $ 100• Advertising $ 1,100• Strategy $ 800• Reports $ 300• Other Expenses $ 100• Miscellaneous $ 100• Grand Total $ 2,500

Conclusion

Any questions, comments or

concerns?