General Motors started in 1902 as a holding company for Buick.Cadillacand various other car companies were acquired to become part of the GM family in 1908.Its current brands are Chevy, GMC, Cadillac, and Buick.-MATT
-Itisoffered to any college student currently enrolled or has recently graduated within two years.MATT
The GM&U college discount program however is very unique to its specific market that has few/None? other programs that is competing with it. RYAN
-We are focusing mostly on 21-24 year olds-The reason we believe that 21-24 year olds are more important are because these are the ages most people are graduating and are in the market for a new car.RYAN
-Primary research = We conducted interviews with local dealers asking about the program and finding that very few could actually tell us much about it or any local advertising they are doing on college campusesSecondary research = Our secondary research consisted on articles found throughout credible newspapers such as the Wall street Journal, Detroit Free Press, Mintelreports.com and Ibisworld.comRYAN
-The perception that our brand has right now is that of a car company that has gone through some hard times recently and is trying to bounce back.-The actual student discount bearing the GM&U brand is very weak and has no strong recognition from the target market or any other secondary sources.JOHN
-Theyspend lots of money on socializing, entertainment, and fashion.Many own one or more credit cards.-We want to make them aware of the money they can be saving by purchasing GM vehicles.JOHN
With the logo we decided to add the graduation cap to the top. The reason for this addition is by adding the cap it adds a subtle more collegiate feel to the program and targets better. Dan
-The purpose behind these print ads is a simple layout and graphic that depicts everyday college situations with an easily recognizable logo and a thoughtful copy section. Josh
Maybe we should add captions of copy to readJosh
-Web Address and logo have consistent placement throughout all media.-Logo is placed creatively within Ad.-Image conveys thework ethics of college life, hence them earning the discount.-The headline remains the same, enlarged above the body copy that describes the situation in the image.-Theme line is embedded within copy. Stands out in sig. GM&U Blue.Josh
-A simplistic display of theme line, web address, logo and eye catching visual (bright red paint).DAN
-The banner is simple and intuitive. To be placed on websites that receive large number of hits by college students. Facebook, College Humor, ESPN, etc.Josh
*PRINT OUT COPYIES TO HAND OUT AT PRESNETATION*-We will run a competition for college students that will invoke creative viral branding and awareness of GM&U through Facebook (for quick easy access).-A cash prize significant to a college students wallet but not our budget with ensure a large amount of participants-Not very rigid, good quality photo or video that displays the GM&U logo (or interpretation of) in a creative way.-This competition will essentially be extremely cost effective guerilla/viral marketing as well as creating valuable awareness by all those involved. Also we are not limited to our own ideas and creativity where viral marketing flourishes.-Anyone who is eligible for the GM&U discount is eligible to participate in competition.DAN
-The point of purchase display is to be an immediate attention grabber upon walking into a GM showroom, while not taking over. The graduation cap design will instantly make a connection with some one who fits the target to stimulate further inquiry.JOSH
-Research shows that 70 percent of college students play video games at least “once in a while.” The message, when placed correctly, is non-intrusive while getting noticed. More importantly to consumers it adds more realism to the game. Advertising in video games is a very fast growing media. -The ad would show up with logo and web address on billboards in racing games, or along the boards and stadiums in sports games.DAN
BREIF DESCRIPTION/ JUSTIFICATION OF BUDGET NEEDED HEREMATT
- We believe that a Pulsing Strategy works best for the GM&U campaign. The reason for this is that you are able to keep a continuity from month to month while also being able to focus more concentration on select months. The main amount would be focused during the fall, winter, and spring while most schools are in session and student bodies are at their maximum. During this time we would put more money in December and May/June which are around graduation. The summer months would have a significant drop off since very few people are on campus but there would still be ads running to keep it on the minds of those who are. Matt
- announce question and answer ryan questions on creative go to josh or dan respectively questions on media plan go to matt questions on anything else to go ryan
!!!!!!RYAN final close and we all shake hands
GM&U Ad Campaign Outline
Creativity Drives The Mind
7 Subject Note book 20
East Lansing, MI 48825
Made In U.S.A.
Table Of Contents
• Situation Analysis
• Strategic Research
• S.W.O.T Analysis
• Creative Brief
• Creative Work
• Media Overview
We at Rampant advertising thank you for
the opportunity to compete for the GM&U col-
lege discount program. We are very happy to
able to show new and innovative ways in which
we believe will help catapult this program to
With the research we conducted over the
past couple weeks we learned that the GM&U
program is not well known to the target
audience therefore helping to drive sales of the
GM brand overall. With our proposal we believe
that the work created will relate to the college
market and put GM back on top of the
Thank you again for giving us the
opportunity to open our minds and help you
with this program.
~The Rampant Crew
• General Motors started in 1902 as a holding
company for Buick. Later in the same year it
acquired Oldsmobile and grew from there.
• Collecting Cadillac, Oakland, and various other
car companies were acquired to become part of
the GM family in 1908.
• In 2009 General Motors went into Bankruptcy
and is now controlled by the US Government.
• GM is slowly coming back from financial
problems and is creating better cars for the
•GM&U is a college discount program that is
offered to any college student currently
enrolled or has recently graduated within two
•The program started within the past year.
•GM&U offers approximately 1-2% any new car
from General Motors.
•GM&U college discount program has few other
programs that is competing with it. Any dis-
count program or cars offered at a lower price
•GM has many competitors with all automotive,
motorcycle, transit, and any other type of
transportation foreign or domestic offered to
• The target audience of the GM&U College discount
program is anyone who is currently enrolled or has
graduated college within the past two years.
• The age we are targeting are between 18-25
focusing mostly on 21-24 year olds.
• The reason we believe that 21-24 year olds are
more important are because these are the ages most
people are living off campus and are in the market
for a new car.
We conducted interviews with local dealers asking
them about the program and found that very few
could actually tell us much about it or any local
advertising they are doing on college campuses.
We also conducted a survey consisting of college
students and people who are qualified for the
Our secondary research consisted of articles found
throughout newspapers and the internet such as
the Wall street Journal, Detroit Free Press,
Mintelreports.com and Ibisworld.com
Percentages Taken from a self
* A majority of people are looking for
attractive, durable, and dependable.
Who Is Most Influential When Purchasing A Car?
Who Is Most Influential When Making A Purchase?
Who Is Most Influential When Making A Decision?
Are You Currently Looking For A Car?
When Shopping It Is Important that A Car Is?
When Did You Last Go Car Shopping?
Will You Be In The Market For A Car In The Next 6
GM & U
Size of market share - GM has the highest U.S.
market share following Toyota and Ford.
Brand Equity - GM is a well known brand that is
Globally Known - GM has a presence in 32
countries around the world.
New Management – New people at the top like
Frederick Henderson C.E.O.
Research & Development – GM is the only
manufacturer with On star and have Flex Fuel
Improved Model Acceptance – Consumers seem to
have a better acceptance of newer models like the
Knowledge of GM&U – Most dealerships and
employees don’t know about the program to be
able to offer it to customers.
Awareness of GM&U – College students don’t
know the program exists because it is not
promoted on campus and minimally elsewhere.
Worth of Discount – Discount isn’t enough to
drive someone into the showroom.
Discount Size – Discount is only a percentage
Brand Identity – GM Brand image has been tar-
nished and consumer perception of product
quality is weak.
First College Discount Program – GM is the only
manufacturer with a discount program solely for
Smaller Product Line – Fewer products give
Build on New Consumers Confidence – Increase
market share by focusing more resources on fuel
efficient cars and changing consumers demands
on new models and styles.
Change Company Culture – Look at a new way
of thinking instead of the old “stale” business
model. Get fresh young ideas.
Domestic and Foreign Competition –
Competing against Toyota, Ford, Hyundai, Hon-
da, Chrysler, etc…
Federal Regulation – Government has
overwhelming say in the company.
UAW – Can hurt company if workers are happy
and GM has to comply with their terms.
Profit – Not able to pay off existing debt or
cover all expenses from year to year.
Incentives by Other Manufacturers – Other
companies’ incentives could be more enticing
Company Downsizing – Closing plants and
cutbacks could cause internal Problems.
General Motors current reputation is that of a car
company recently going through financial
turmoil to the extent that it was bailed out by the
government. Despite that fact the brand itself
still has many loyal customers who believe the
company can make a comeback. The GM&U brand
currently has very poor recognition due to the
fact that there has been very little effort put into
promoting the brand up to this point.
With the results we compiled from our own
online survey and in addition to the information
from the VALS study we concluded that our
target market of college aged kids are
“Impulsive”. People that age generally spend a lot
of money on socializing, entertainment and
fashion. The VALS system shows this age
demographic as “Experiencers”.
The number one priority of this campaign is
for there to be a dramatic increase in
awareness of the GM&U brand. By the time this
campaign is over, there should be a much
stronger brand recognition with consumers.
How Are We Getting There?
Strategy: We want the advertising to make
college graduates and students aware that the
GM&U discount acknowledges the hard work
and dedication they’ve shown in
completing their collegiate education by
rewarding them with a unique savings program
they have earned.
While visiting different dealerships it was
discovered that even the dealerships
themselves had very little or no knowledge of
A simple slot car flash game is very cheap and easy to
produce, yet will still entertain the viewer while ads
are shown to them. Rather than making a simple
fan page, a full
with flash game
would best attract
race, a fun
fact can be
either GM&U or
the GM brand.
Synopsis: WHAT: Creative viral branding
of GM&U Logo for cash prize
We will run a competition for college WHO: University Students Nationwide
students that will invoke creative viral WHERE: Posted to Facebook Page
branding and awareness of GM&U WHEN: Start and stop dates corresponding
through Facebook. to general semester dates
HOW:Video and photo submission
Facebook Page 1st: $1000 (possibly in addition to cash prize
What is the portal to the competition? there could be branded gear given away)
• Set up for easy view of competition rules. 2nd: $500
• Areas to view submissions and user-rate, however 3rd: $250
we will have final say in winners.
• Custom page dedication to competition
Not very rigid, good quality photo or video
that displays the GM&U logo in a
Submissions creative way.
What exactly we will be asking for from students
and getting in return?
• Video or Photo submissions of creative uses of
the GM&U logo. Anyone who qualifies for the savings
qualifies for the Campus Challenge
• We have the ability to remove anything we see competition.
unfit or destructive.
• Along with submissions we will require them to
provide us with certain information not only to
contact them if they win, but crucial information
for future marketing.
Why is this a good idea?
• Cash prize will ensure participants.
• Increased participation = Increased
awareness by anyone involved and exposed.
simplicity is key here.
Average view time message
of a billboard is re- presented simple
stricted to around allows the viewer to
three seconds when take in the entire ad.
traveling at highway
GM&U Radio Spot
Anncr: Four years of college and they reward you with
a diploma. That’s it. A piece of paper with a
couple signatures. Well now that diploma is
going to reward You.
Student:Really? how about a job offer?
Anncr: Not quite. GM is offering a unique discount on
it’s vehicles just for college students and recent
grads. The GM&U college discount program
gives students and grads big bucks off new rides
so you can get those interviews on time and in
Anncr: Didn’t know your diploma could do that, Did ya?
Visit any GM dealer or GMCollegeDiscount.com
for more info.
A simplistic banner that displays the logo
early and often is vital for web advertising.
Ads will be placed on sites that are
frequented by college students.
ex. (Facebook, College Humor, ESPN)
Point of Purchase
Graduation cap design will draw
attention and inform the viewer
who this ad is for.
Someone who fits
will then be able to
inquire for more
If they’re already in
the dealership, then
only the college
aspect needs to be
• Advertising in video games is an extremely
fast growing media.
• Research shows that at least 70% of college
students play video games “once in a while”
• Ad would show up with logo and web address.
• When placed correctly the ad is non-intrusive yet still
34 • Ads can be placed in a large variety of games.
We believe that a Pulsing Strategy works best for
the GM&U campaign. The reason for this is that you
are able to keep a continuity from month to month
while also being able to focus more concentration on
The main amount would be focused during the
fall, winter, and spring while most schools are in
session and student bodies are at their maximum.
During this time we would put more money in
December and May/June which are around graduation.
The summer months would have a significant
drop off since very few people are on campus but
there would still be ads running to keep it on the
minds of those who are.
Over the year we are planning on dividing
the $1.5 million through these 6 different
mediums. 20% of the budget will go to Radio.
39% Will go to print. 10% will go to flash
banners. 1% will go towards the GM&U contest.
10% will go towards billboards. 20% will go
towards video games.
Media Scheduling: Pulsing
Black: Heavy advertising for peak periods
Grey: Normal advertising for moderate periods
Cream: Light advertising for low periods
D. McGreal | M. Robertson | J. Castle
R. Anderson | J. Burke