Joe Summa New Media Driver’s License

Media Strategy

BACKGROUND• One of the Top Japanese Automotive companies

• Subaru is internationally known for their use of: • Boxer Engines – in most of their vehicles, producing a unique sound

• All Wheel Drive (AWD) – standard equipment since 1996

• Turbocharged Versions – of their passenger cars, like the Impreza WRX which is well-known in motorsport. Giving their vehicles that extra push going through rough terrain.

• Vehicles for every type of person: Speed Seeker, Safety Seeker, Adventure Seeker.

BIG IDEA • Effectively positioning the campaign to young adults through social media

• Pushing promotions to consumers – attract returning and new consumers

• Promoting special offers monthly through multiple digital platforms – large reach

• Strong SEO for the brand and variety of promotions - not everyone has social media

• Google AdWords, Blogging – another path to reaching a high quantity of consumers

• Create a strong loyalty connection between company and consumer – offer irresistible deals to returning consumers

AUDIENCE • Has three main targeted audiences: Safety Seekers, Speed Seekers,

Adventure Seekers

Safety • Similar strategy from the begging – reaching out to young families seeking

the safest car they can afford with the highest brand re-sale value • Young adults that are more concerned about their child in the back than

speed/looks • Award winning brand

Speed • Young male/females that are into power and speed – WRX, STI, Legacy • Ability to modify and upgrade performance dramatically• Rally Car Champions

Adventure • Any age/gender that likes to reach places that others can’t• Forester is a great off road vehicle that can power through any terrain

SOCIAL MEDIA• Ability to post reviews of vehicles – walk around explaining all the

technology and variety of details on specifics • Post commercials that have well ratings from the public – possible ads on

videos • Post pictures of new arrival cars to the lineup and proto-types• Short videos of vehicles showing different capabilities • Consumers can share personal pictures showing off their prize possession

• Connect to the largest population of consumers, sharing promotions and special offers

• Share videos, commercials, and pictures to potential consumers• Connect personally to consumers, answering questions of home page,

building brand image

• Tweet a variety of promotions – building brand recognition • Share links to direct consumers to Subaru’s home page

#SUBILOVE• Having a simple Hashtag that will be used through all media platforms will allow

for the campaign to become more recognizable

• Consumers and followers will be able to push the campaign to their friends, creating a non-bias opinion from real people

• Creating a hashtag for the campaign will allow for consumers to feel more engaged, allowing them to pass on the irresistible deals Subaru has to offer – showing off to their friends the deal they received

TIMELINE & BUDGET • 4 month long campaign through summer – majority of car buying

• Allowing the campaign to run 4 months long with allow for a large percentage of the market to be exposed

• Due to a heavily targeted social media and digital platforms the campaign with not break break Subaru’s bank

• Monthly budget of $100,000 – should be ample amount of cash for TV and digital exposure

• TV advertisements will run during sporting events to target the younger audience

METRICS • Being able to measure the success rate of this campaign will be a huge

advantage when creating another campaign, figuring out where we went wrong and what was a big hit for the profits

• Click Through Rate - is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement

• Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after viewing only one page

• Average Page View – what percentage of consumers were engaged to the campaign when they were first exposed to it

• Knowing the amount of people who were interested with the deal Subaru is offering will give the company a better understanding of what promotions they need to gear their next campaign toward

GOALS AND CHALLENGES Goals • Create a stronger brand recognition and brand loyalty with consumers

• Attract new consumers, bring back old consumers

• Get a positive brand outlook within the market

• Be known for promotion and special offers competitors won’t offer

• Have the campaign be a successful reach to the market positively effecting company growth

Challenges • Competitors trying to out-do promotions

• Measuring success rate early on during campaign months

SUMMARY • Running a campaign during the summer months with a low budget,

attacking social media platforms and other inexpensive media platforms

• Safety is a major part of my campaign that I will stress to my consumers, having another market of parents wanting to buy their child their first car that will keep them alive but wont break their bank

• Overall, a heavy emphasis on social media will allow for my campaign to run for free, with the potential to reach an unlimited amount of consumers at no cost

• Word of mouth strategy will sell the brand by itself, having people’s friends and family pushing the promotions rather than Subaru causing an inbound marketing strategy to be implemented