General Motors (GM) Table Tents Case Study - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants
Client: GM UThe NAM Case Studies PowerPoint is dedicated to pastclient program and the results the promotions generated. 152428 Total Tents - Units National 152428 Total Tents - Units National 14311 New England Added Value Tents - Units 14311 New England Added Value Tents - Units 3 Creative Units per Campaign – Each School Received 3 Creative Units per Campaign – Each School Received 3 Creative Tent Versions. 3 Creative Tent Versions.
CLIENT: GMBUSINESS OBJECTIVE: Promote GM U – Get Your College Discount Price – On Client Selected College Campuses Nationally.Placed A High Volume Of Advertising Materials (TableTents) Via Strategic-High Traffic LocationsCall To Action: GM College Discount Offer -Get your college discount price and register atwww.gmcollegediscount.com/tableofferSTRATEGY:*Creative Print Copy Offering A Call To Action For College Students and Recent Grads To Visit: www.gmcollegediscount.com/tableoffer*Call To Action*Student Discount OfferTARGET: College Students/GraduatesMARKET: National (USA)TIMING: April 1, 2009 – April 30, 2009 – Brand Awareness/Call To Action Campaign
Message(s):Message1- GM offers a discount to college students andrecent grads? No Way. Way. You Can Save Hundreds,Even Thousands, With The GM College Discount.Message1- GM Only Makes Gas Guzzlers. Wrong. GMOffers 19 Models With An EPA Estimated 30 MPGHighway Or Better. More Than Toyota, More ThanHonda.Message 2- GM offers a discount to college students andrecent grads? No Way. Way. You Can Save Hundreds,Even Thousands, With The GM College Discount.GM vehicles don’t last as long as the competition.THINK AGAINMessage 2- AND TO PROVE IT , GM offers the 100,000-Mile/5-Year Transferable Powertrain Limited Warranty.2Plus, 100,000 Miles/5 Years of Courtesy Transportationand 24/7 ROADSIDE Assistance Programs.Message 2- AND TO PROVE IT , GM offers the 100,000-Mile/5-Year Transferable Powertrain Limited Warranty.2 Plus, 100,000 Miles/5 Years of Courtesy Transportationand 24/7 ROADSIDE Assistance Programs.
Message 3- I can’t afford a GM.Yes, you can.YOU CAN Save hundreds, even thousands,WITH THE GM COLLEGE DISCOUNT.
Program Elements:*Location Placed Tabletents –152428 Total Tents - Units National14311 New England Added Value Tents - Units3 Creative Units per Campaign – Each School Received3 Creative Tent Versions.NAM Protocols/Services:*Identified School Criteria*Assigned School Availability – Agency – ClientConfirmed*Agency Designed – NAM Approved – Printed Media*NAM Printed Materials*Materials Assigned Thru NAMU Networks*Campus Distributions From April 1 – April 30, 2009*Utilized NAM Professional Agents and NAMU Networks*Extensive Wave Photo Collection – ADDED VALUE –Not ContractedProgram Results:Pending Client Tracking (To Be Supplied To NAM) ButAnticipated To Have Exceeded Massive Exposure OnSimple Short Budget and ExceededExpectations/Timing, Logistically On All Levels.
Exposure Analysis GM U - National Campaign College Table POP Tents -4COLOR Impressions Table POP Tents Impressions Number of POP Tents Distributed * 166,739 Number of Days in sponsorship 30 Days Total number of students per 30 sponsorship days 662,186 Number of colleges 617 Total number of views x10 x10 X #Average number of Gross Impressions Per VISIT Per POP Tent (Conservative) Tents =TOTAL ESTIMATED IMPRESSIONS………. 8,336,950
497 Colleges and Universities Located in 497 Colleges and Universities Located in Regional & National Markets Regional & National Markets Enrollment: 6,859,239 Students Targeted Enrollment: 6,859,239 Students Targeted120 New England Added Value Campuses –120 New England Added Value Campuses – Enrollment: 655,987 Students Targeted Enrollment: 655,987 Students Targeted