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

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

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 point

Event Layout

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?