Created by: Nikelle Ellis, Gabriela Aquino and Manuel Pena Creative Brief Created by: Nikelle Ellis, Gabriela Aquino and Manuel Pena

Mission Provide the best data Provide the best service Create transparency in the automotive re-marketing process Provide consumers and the automotive industry with the necessary used vehicle history data to make the most informed decision possible when purchasing a used car vehicle. Provide private sellers and the automotive industry with s tool to fully inform buyers about the history of the vehicle they are selling Source: CarProof.com

Client Objectives To increase market share by penetrating for-sale-by-owner (FSBO) market. To have XXXXX vehicle history reports become a necessary component in the decision making process customers experience while purchasing a used vehicle. To have the average person on the street recognize and recall the brand when prompted about XXXX.

Brand Audit Aspect CarProof Top 3 competitors Carfax, Ministry of Transportation (MTO in Ontario) or Provincial Equivalent in each Province/Territory and Used Car Dealers Association (UCDA in Ontario) or Provincial Equivalent in each Province/Territory. Points of parity Offer vehicle report on used car, same target market and primarily online based Points of difference 1oo% Canadian with up to date information, relationship with big large partners and link to Insurance Bureau of Canada Key product offering/ CarProof offers a comprehensive document pertaining to a used vehicle’s history. Who are their consumers? Dealerships and individuals How do they promote the brand? Social media, website, SEO, CRM, Direct marketing and TV Brand effectiveness: – Three-time winner of Deloitte’s Fast 50 Award™ – Winner of Deloitte’s 2011 Fast 500 Award™ (in top 20% for North America) – Named one of Canada's 50 Best Managed Companies in 2011 and 2012 – 2011 London Chamber of Commerce Large Business of the Year.

(S3, O1) The strengths of having a significant growth over the past years can become profitable by the increase of the FSBO market. (S2, S8, O2) The fact that we are a strong Canadian company with a clear differentiator factor can be leveraged by the lack of customer service of our competitor. (S8,O3) XXXX is able to offer many different resources through their website and CSR to the diverse customers in the market and help meet individual needs. (C1,O1) The challenge of low market share can be leveraged by the fact that the FSBO market has been increasing over the years; the customer base will grow, resulting in increased market share. (C4,O2) XXXXX could profit from the fact that Carfax doesn’t have costumer service in order to gain market share in the U.S. (C3,O3) Extending service offerings will help to satisfy the diverse type of costumers. (S4,T2) The threat of Carfax being less expensive can be leveraged by the premiums XXXX offers, such as the buyers and sellers guides, vehicle maintenance guides, and how to finalize a sale guide. (S6,T3) The increase on costumer awareness can be used to increase the percentage of buyers that look for a car report before making a purchase. (C1,T1) To become a specialist in the industry and not compete with XXXX on size but costumer service.

Outgoing, hard worker, confident Target Markets Young strivers Name: Alice Age: 20 Outgoing, hard worker, confident Explained as assumptions

Target Markets Brand New Parents (BNP) Name: Katie & Carlos Age: 26, 30 Family and work balance, price conscious Explained as assumptions: Both target markets share the same desired audience, these are parents that are looking for reliable products that will make their lives easier, and benefit their kids at a low price. Regardless of the age difference, the parental mindset is what drives the desired audience.

Communication Objectives Change attitudes and beliefs while creating brand awareness. Influence purchase intent Brand positioning XXXX is a vehicle history report provider that takes pride in their thorough and up to date information. Price conscientious individuals prefer to buy used vehicles that they can trust.

Search Engine Optimization Phases -Phase 1: When life gives you lemons -Phase 2: XXXX helps you make lemonade! XXXXXXX Print media Search Engine Optimization Outdoor advertising XXXXXXX Local event Social media Print media Outdoor advertising February 1, 2015-June 30, 2015

Expected results: Phase 1 Print media: 108,185,000 total impressions SEO: Higher traffic on the website Outdoor advertising: total impressions of 1,908,994 February 1, 2015- June 30, 2015

Expected results: Phase 2 Local event-London: Reach of approx. 250,000 people in 4 days Social media: Higher amount of conversation, metric will by track by Social Mention Print media: Total impressions of 108,185,000 Outdoor advertising: Total impressions of 1,908,994 July 1, 2015- November 30, 2015

Budget These figures work out an expenditure of $6.20 per impression, keeping in mind these impression figures are the bare minimum of the campaign.

Total impressions and sales

Implementation

Thank you Questions?