Where You Going?Chevrolet Campus Promotions Program San Jose State University Fall 2010
Table of ContentsIntroduction.........................................................................................................................................................Page 1(Research) Overview, Key Findings, Perceptions................................................................................Page 2(Research) Awareness, Consideration.....................................................................................................Page 3(Campaign Strategy) Strategy Development.........................................................................................Page 4(Campaign Strategy) Our reasoning.........................................................................................................Page 5(Campaign Strategy) Target Market Profile..........................................................................................Page 6(Campaign Strategy) Positioning, Message and Our Big Idea........................................................Page 7(Campaign Strategy) Tactics........................................................................................................................Pages 8-9(Public Relations/Advertising Review) Strategies and Tactics....................................................Pages 10-11(Public Relations Review) Successes and Improvements...............................................................Page 12(Advertising Review) Successes and Improvements........................................................................Page 13(Financial Analysis) Accurate Cost vs. Value Analysis.....................................................................Page 14-15(Financial Analysis) Return on Investment..........................................................................................Page 15(Results) Achievements................................................................................................................................Page 16Conclusion and Lasting Impressions......................................................................................................Page 17(Public Relations Review) Media Coverage........................................................................................Pages 18-21(Public Relations Review) Networking Successes...........................................................................Page 22(Advertising Review) Examples of Major Tactics.............................................................................Pages 23-24Photos.................................................................................................................................................................Page 25-28
Introduction 1Dear Chevrolet,Welcome back to Dwight Bentel & Hall Communications. We are honored to have worked withsuch an amazing company, and we are excited to present the results of our hard work and ourunique promotional campaign. Throughout our presentation, we hope to make it clear how muchhard work and effort our small team of eight has put in to make the Chevrolet campaign and eventa success. We have been very lucky to have the EdVenture Partners Organization work along sideus, and with our creativity, out-of-the-box thinking and strong communication skills, we haveimplemented a campaign that has greatly sparked the interest of the students of our campus.San Jose State University was taken by surprise at our unconventional advertising methods, and aswe expected, we caught their interest. The number of students who came to our event and partici-pated greatly exceeded our expectations, and we even found students interested in purchasing aChevrolet, which was ultimately one of the biggest goals.Throughout our presentation, we hope to show you how we successfully integrated the Chevroletbrand in to our campus life.Sincerely,The students of Dwight Bentel & Hall CommunicationsJuan Luna, Account CoordinatorBrooke Cline, Management and ResearchLaura Ringer, Management and MediaNicole Rossi, Advertising CopywriterKatherine Hyde, Advertising CopywriterMax Gustofson, Advertising Art DirectorSuzanne Welles, Public RelationsKris Adams, Public Relations
Research 2Overview of research conductedAfter conducting our pre-event research (which included a focus group, a pre-survey of 400 stu-dents and extensive market research and analysis), we were able to implement a campaign strat-egy that obtained and accomplished the objectives we set at the beginning of the Chevrolet cam-pus promotions program. These objectives were to improve student’s perceptions, awareness andconsideration of the Chevrolet brand.Our post data was gathered through response cards that were handed out and collected at theevent, as well as a post survey that was handed out the week after our event. We had 503 responsecards filled out at the event and 400 post surveys. We also interviewed students at the event,where we asked their opinions about Chevrolet vehicles, and we observed how students reactedand interacted with the cars.Key findings from pre-campaign research that drove strategy developmentSome of the key findings from our pre-research were that San Jose State students perceived theChevrolet brand as being mostly good. But out of the five cars included in the survey, Chevroletwas consistently ranked #4. Our objective was to improve the perception of Chevrolet amongSan Jose State students, and to raise Chevrolet from #4 to #3, replacing Nissan. We found that theJapanese automotive brands were outranking Chevrolet because students want cars that get goodgas mileage, are reliable and are compact to make commuting easier. It was time to introduce theall-new Chevrolet Cruze, the car that would fit their lifestyle.We knew we would have to do a lot of promoting while also educating the students about whatChevrolet can offer them. This helped us to decide what type of advertising to use, where to holdour event and what information that was important to have at our event.From our post research, the response cards and the post survey, we found that we successfullyPerceptions of the Chevrolet brandraised Chevrolet’s rank of overall opinion from #4 to # 3. From the response cards we found that38% had an excellent overall opinion of Chevrolet and 45% said Chevrolet was good. Chevroletwas the only brand out of the five that no one thought of as “very poor.” 70% of the people at theevent said they learned something new about Chevrolet. In our pre-research, students thoughtof Chevrolet as gas guzzlers that were big and bulky, but since our campaign and event, 59% ofstudents who filled out a lead card said that the fuel efficiency that Chevrolet cars offer causedtheir impressions of this brand to improve. Students were very impressed by the new models, theexteriors and the high quality look of the cars.
Research 3 From our pre-research we found that most of the students from our sample were aware of the Chevrolet Awareness of the Chevrolet brand brand. However, many of them only mentioned Chevrolet trucks and SUV’s. At our event, 70% of the people who attended said that they learned something new about Chevrolet, and many mentioned at how sur- prised they were to learn of Chevrolet’s versatility. An objective we are proud to have met is the rise in percentage of students who were aware of automobile brands being promoted on campus. Our goal was to raise the amount of people who had seen Chevrolet promoted on campus from 6.5% to 60%, and we surpassed that with 64% of participants in the post sur- vey who said that they had seen Chevrolet promoted on campus. In the graphs below, you can see how the awareness of Chevrolet promoted on campus changed after our event. Chart Title Chart Title 80 70 70 60 60 50 Axis Title Axis Title 50 40 40 30 30 20 20 10 10 0 0 I Have Seen I Have Not Seen Not Sure I Have Seen I Have Not Seen Not Sure Chevrolet 6.5 66.5 27 Chevrolet 64 24 10 Ford 4 68 28 Ford 4 61 30 Honda 5.25 67.25 28 Honda 9 54 31 Before the event After the event Nissan 5.5 67.5 27.5 Nissan 7 56 32 Toyota 6.25 68 25.75 Toyota 6 56 33 From our pre-research we found that only 17% of the students would be very likely to consider buying or Consideration of the Chevrolet brand leasing a new, not previously owned Chevrolet. The car brand that the students were most likely to con- sider buying was the Honda with 40%. In our post surveys we saw a rise in that 17% to 26%. Our response cards found that 39% of students were very likely to purchase a Chevrolet, ranking it right behind Honda at #2 in the car people would next consider buying or leasing. Based on their experience at the event, 70% of the attendees said that their impressions of Chevrolet have improved. We found that more students said they were looking to buy a car sooner than when they did during the first survey. We also found from our pre research that students felt they couldn’t afford a car that offered all the features and quality at a price they can afford. However, since introducing the Chevrolet Cruze on campus and at our event, the students at San Jose State now have a better option over a compact Japanese brand. Improved impressions Caused Improved Impressions 59% 54% 44% 35% 37% 37% 27% 23% 27% 25% 19% Variety of Vehicles Available Features Event Experience Fuel Eﬃcient New Models Performance Price/value High Quality Exterior Styling/ Interior Space/ Interior Styling/ Roominess Engine & OpQons Design Design
Campaign Strategy 4Strategy DevelopmentAfter getting a good picture of our target market and where we wanted to position Chevrolet inthe target market’s mind, we moved into brainstorming. We started with looking for words thatwe wanted to use to describe the cars. Between the eight of us, we put approximately 100 wordsand phrases on sticky notes and stuck them to our wall. One by one, we took them down as wedecided that they didn’t fit Chevrolet or the target market. Finally, we were down to three words:fun, agile and edgy.With those three words defined, we moved to brainstorming for a campaign slogan. Using stickynotes once again, we came up with broad ideas, words, slogans and execution ideas. We ruled outideas that did not work well with Chevrolet, the target market or the geographic location. Some ofthose ideas included partying inside the cars and a theme of love for your Chevrolet. After manydays of brainstorming and combining ideas, we came up with our theme: going. Cars are objectsthat get you from one place to another and are entirely involved in the process of going. Our targetmarket is also all about going. They are on the go all the time. The idea of our campaign becamethe concept of going places and simplifying that concept to make it easier and more fun.We fell in love with the phrase “Where You Going?” and stuck to it. “Where You Going?” asks whereyou are going in life. Examples of answers may be grad school, marriage, and having children.“Where You Going?” also asks where you are going as a physical location such as the beach, themall, school, and work. “Where You Going?” was written in chalk all over the campus to get peoplethinking. As students walk around they would think about all the places they were going as wellas started asking around to find out what all this “Where You Going?” was about. We decided tocontinue with this teaser for a week before moving to the second half of our campaign. “The GoingGets Easy,” which was our main slogan, answered our own question of “Where You Going?” Ourgoal was to connect the question of “Where You Going?” to the idea that Chevrolet makes “The Go-ing Gets Easy.”During our brainstorming session, we also came up creative ways to tell our message. We decidedto use blank keys as a way to advertise for our event and create a buzz. We wanted them to appearas lost keys and have the good Samaritans of San Jose State University pick them up with the in-tention of helping someone who misplaced their keys. We also decided to use chalking rather thanposters for the majority of our advertising. San Jose State University is a green campus and doesnot like posters or fliers to be put up everywhere. Chalk was the perfect solution, because studentswalk around with their noses down looking at their ipods and phones. As they are walking aroundthey are bound to see our numerous chalk messages.Posters were put up inside the classroom buildings where we could not chalk. Posters could be inthe hallways and classroom buildings to reinforce the message wherever the target market goes,and most importantly to entertain them during a boring class.
Campaign Strategy 5We used out of the box thinking in order to differentiate our campaign from all the clutter on cam-Our reasoningpus. There are so many lectures, events, BBQs, and programs every day, and it is difficult to standout from all these and drive traffic to one event. Our goal was to not only draw the traffic, but alsocreate a buzz using unique tactics and to not blend into everything else. We used brighter colors,better music, chalk, keys, Facebook, and more to keep our campaign in the forefront of our targetmarket’s mind.We focused our efforts on aggressive guerilla marketing to make sure there was no possible wayfor the target market to miss the message. Students come into contact with hundreds of messagesevery day, and they have to see the same message multiple times before they remember it. It isalso important for them to obtain the message in many different ways, including but not limitedto: sight, sound, conversation, Internet, on campus, off campus and through word of mouth. Wewanted to get people talking about the campaign and hit them everywhere we possibly could.Aggressive social media is key with our target market. They are the technology generation andthey live on the Internet. To not be online would be a ridiculous idea, but we took it further. Wewanted to hit them as much as possible online. We did that by directing traffic to our Facebookpage to look at the pictures from the event and tailgate, mentioning the Facebook page to peoplewho passed by while we were chalking, inviting all of our friends to the Facebook page and chalk-ing the Facebook address on the Camaro at the tailagate and on the ground around campus. Wealso continued to use the Facebook page every day to stay in contact with the target market. Wewished them a happy birthday on their birthdays, congratulated them on their successes, con-versed with them about their weekend plans and continued to offer them opportunities to winprizes and talk to them about our event.
Campaign Strategy 6Target Market ProfileOur primary target market is generation Y San Jose State University students ages 18-34. Becauseour target market is students, they can be found at school or around the campus. Outside of class-es, they can be reached via social media such as Facebook and Twitter, instant messaging servicessuch as AIM and Skype, and text messaging. They spend a lot of time online and most likely own alaptop computer that they carry with them to school.They are in constant communication through technology including computers, smart phones, iP-ods and other electronics with Internet capabilities. They like to keep up to date on what is goingon in the world such as news, politics and current events. They are always on the go and often liveout of their cars, so it’s important that their car is in tip-top shape and gets them from point A topoint B in the most comfortable and easy way possible. At San Jose State, many students are com-muters and rely heavily on their car to get them from school to work and back home at the end ofthe night. Because they are so busy, they eat out often and frequent dine at fast food restaurantssuch as Jack in the Box, Togos, Subway and McDonalds.Our target market has a job and makes anywhere from $700 a month to $1,200 a month, but doesnot have a large disposable income. They are looking into buying or leasing a new car around thetime of their graduation or in the near future.Before our campaign, we found that a majority of the target market perceived Chevrolet automo-biles as bulky, unreliable, boring, high maintenance and gas guzzling. While some college studentsknew of family members or friends that were happy with their Chevrolet automobile, many ofthem could not envision ever owning one themselves. They viewed Chevrolet as a conservativebrand that mostly benefits those who hunt or go off-roading, which is not a lifestyle typically em-braced by college students in a metropolitan setting.The main reason why so many Generation Y college students at San Jose State University hadnegative opinions about Chevrolet is because they were unaware of Chevrolet’s updated image.They were uninformed about the high technology, safety features and great gas mileage that arepacked in Chevrolet automobiles, which are features and benefits that college students look forwhen purchasing a vehicle.By informing students through teasers, both unconventional and conventional advertisements andour big event, we showed students just how great Chevrolet automobiles are. Because after all,the cars speak for themselves, allowing us to positively change the perceptions of Chevrolet in theminds of our students and encouraging them to think of Chevrolet first when they wish to pur-chase or lease a new car.
Campaign Strategy 7PositioningFor our campaign, we chose to focus on specific characteristics and benefits offered with Chevroletautomobiles. Chevrolet automobiles are compact, have outstanding gas mileage and are equippedwith tech savvy features. They are great quality, dependable and long lasting vehicles that keeptheir passengers protected with unique safety features. With all this, you get excellent warrantiesand a vehicle that expresses your individual personality. College students need cars that can keepup with their fast, ever-changing lifestyles, and that’s exactly what a Chevrolet does.MessageThe most powerful thing that we can say to convey our intended position is to position Chevroletas tech savvy, affordable, safe and reliable, making driving not only more fun, but easier. Thereforewe came up with the slogan, “Chevrolet, the going gets easy.” We wanted the tone of our messageto complement the Chevrolet brand, to be conversational, fun, agile and edgy, which appeals tostudents. Our tone was comparative in order to position Chevrolet against its competitors and toprove to the target market that Chevrolet is the optimum choice. The goal was to prove to the tar-get market that Chevrolet is better than its competitors in all the important fields: technology, fuelefficiency and safety.Our “Big Idea”Students are always on the go. Whether they are going to school, heading home or going to work,they need a car that can make their life easier. With all the great features incorporated into Chev-rolet vehicles, it is easier to get where you’re going today, tomorrow, or in the future. Chevroletmakes driving fun, and with stylish and sleek vehicles, students can get to where they are goingwith a vehicle that fits their lifestyle.To start off our campaign, we incorporated our theme into our teasers asking students, “Whereyou going?” It successfully created buzz around campus and tied back into our slogan and theme.We had everyone on campus asking what the “Where you going?” was about and how they couldfind out more. We directed them to the Facebook page and also took that opportunity to tell themabout our two-day event.The main slogan, “Chevrolet, The going gets easy,” shows off how fun and simple Chevrolet is asa choice. Chevrolet makes purchasing a vehicle easy by mixing all the most important features toour target market into a line of vehicles. The target market no longer has to spend months re-searching features and asking the opinions of friends and family. When they sit down in the driv-ers seat of a Chevrolet they will know they are home because everything that is important to them(technology, fuel efficiency, and safety) are the star features of each and every Chevrolet.
Campaign Strategy 8Tactics1. Print MediaFor print, we integrated our overall theme into the Spartan Daily newspaper and posters. Weplaced a banner advertisement along the bottom of the Spartan Daily that advertised the “WhereYou Going” two-day event. It contained the place and time of the event, all the great things we gaveaway, and a QR code to direct students to the Facebook page for more information. We ran that adfor three days total: the day before our event and both days of our event. We also created a couplehundred fliers with the same information and posted them in the classroom buildings. We putanywhere between 10 and 20 in each building to ensure that no one missed out. The posters alsocontained the QR code.To measure the success of our print tactics, we collected data from the QR codes to track howmany people scanned the posters as well as the number of “likes” and followers we managed toget on Facebook.2. Internet and Interactive MediaWe have been using the Internet to conduct online advertising and viral marketing. The Internetincludes the use of social networking sites such as Facebook and the official Chevrolet website.The Internet became the hub of our strategy, where our target audience saw the teaser “WhereYou Going?,” the keys, and finally our slogan “Chevrolet, The Going Gets Easy.” This created aware-ness of Chevrolet and the upcoming event. The QR codes were distributed within our guerillamarketing tactic that ultimately lead them to our Facebook.3. Social MediaSocial Media has been the most important of all our tactics, because our target audience spendsa majority of their time connected to social media sites like Facebook through their computers athome or smart phones on the road. Because they frequent these social media sites so often, wefeel that it has been simple for them to access our sites.Our Facebook page has allowed people to get updates on our events, see pictures from the eventsand “tag” themselves in the pictures. They also have access to pictures of the three cars that wewere promoting. Lastly, people were able to comment about events and connect with others thatattended our event.We measured the success of our Facebook page by how many people “liked” us and how manyfans we have/had. We also measured people attending our events and the “traffic” that our pagereceived.4. RadioOur campus’s radio station only accepts public service announcements and does not accept adver-tising. Therefore, we did not be use radio in our campaign.
Campaign Strategy 95. TVTactics continuedWe did not use our campus news television because it only airs on one weekday and on the week-ends. The viewership is also very low and only features a presenter and sponsorships.6. Media KitOur Media Kit included a letter of introduction, press releases, a fact sheet, backgrounder, recentpublications, photos and logos. It was integrated with our other tactics because it provided infor-mation about our events, the guerilla marketing we conducted, our social media page, and how tosponsor or donate to our campaign.We measured the success of this tactic by media hits and coverage, clippings or articles in publi-cations, and photos showing the success of our events. We were published on websites like TheSan Jose Blog, MercuryNews.com, SFGate.com, Outside.in.com, Topix.com and Fwix.com. We alsomeasured our success by how many companies and organizations donated to our campaign.
Public Relations/Advertising Review 10Strategy and tactics implemented1. Media KitOur Media Kit included a letter of introduction, press releases, a fact sheet, a backgrounder,recent publications, photos and logos. Our Media Kit was sent out to newspapers, radio stations,websites, and blogs such as:• The San Jose Blog• San Jose Mercury News• San Francisco Chronicle• San Jose Metro• Fwix.com-What’s happening nearby• Topix.com• Outside.in.com• Wild 94.9• 95.3 KRTY• 102.5 KDON2. Social and Interactive MediaOur Facebook page allowed people to get invites and updates on our events, see pictures from theevents, and “tag” themselves in pictures. Our Facebook friends were also able to see all the win-ners of our giveaways in live updates.• We have 583 Facebook Friends in only a few weeks• 993 people were invited to our event on facebook3. Guerilla MarketingOur Guerilla Marketing included the QR codes, sidewalk chalk on the weeks leading up to theevent and on the days of the event, and the Chevrolet “Lost Keys” that were dropped all overschool to create a buzz and lead people to our events.• 85 scanned QR codes• Sidewalk Chalk 2 weeks on 3 separate days Day before and of the event 350 total• Chevrolet “Lost Keys” 225 keys were dropped 150 were returned4. In-Kind DonationsThrough our networking we were able to attain many great giveaways at absolutely no cost to us.We were also able to a great deal on our flyers and our banner ad in The Spartan Daily throughour networking. (Please see the next page for details).
Public Relations/Advertising Review 11Strategy and tactics implemented continued• 600 Free Appetizer Coupons• 2 Santa Cruz Skateboards• 1 pair of Skullcandy Headphones• Spartan Daily Banner Ad-17,000 exposed every day X 3 days= 51,00 exposed.5. EventsOur two-day event was a great success and because of our location we were able to draw in bignumbers of attendees.• 15,000 people were exposed to our event• 1200 people participated in the event• 502 response cards were filled out at the event• 741 lead cards were filled out at the event6. PrintOur print advertisements consisted of posters, flyers and a banner in our school newspaper.• 300 poster size “The Going Gets Easy” flyers posted 600 8 ½ X 11 “The Going Gets Easy” flyers posted 1200 mini “The Going Gets Easy” flyers posted• Banner in the Spartan Daily, which ran for 3 days
Public Relations Review 12Successes and improvementsPrint media successesThe Spartan Daily, which is the school newspaper at San Jose State University, was our main focus forprint media. This newspaper is posted all over campus and has a circulation of 5,550 newspapers perday, which allowed us more exposure than any other medium we could have used. A banner advertise-ment for our event was printed for three days, allowing us to reach approximately 17,000 people oncampus. San Jose State University has around 32,000 students, most of which commute to and fromcampus. The University itself houses about 6,500 students. This means that our banner in the SpartanDaily reached about 53% of our entire University.Social media successesWe focused all of our social media into Facebook, and we created a Facebook group titled “Where AreYou Going?” On this page, we previewed the teasers for our event, allowed our friends to post theirstories of where they were going and let our friends discuss their ideas and opinions about Chevroletand our campaign. During our event, our agency posted on our Facebook to come out and join in thefestivities, who had won what giveaways, when the next will be chose and updates about Chevrolet.This allowed all 583 friends to see in their news feeds what we were doing.ImprovementsWith a bigger budget we could have ran our newspaper banner for a week or even two weeks prior tothe event, and then ran one or two full-page ads on the days of the event. This would have allowed formore people to be exposed for a longer period of time.Our social media ran a lot better than we expected. The only thing we saw that could be improvedwould be to utilize the power of twitter and also encouraged those who we suggested to be friendswith the page to actually follow through with it. We should have had 993 friends, but getting morethan half was still great.Radio and television were our biggest areas of improvement. The exposure of our television station isunfortunate, but using that could have possibly allowed us more reach. As for radio, our agency couldhave gone into the station and recorded an advertisement that could have been played during SJSUFootball games or prime time listening hours. Though most of campus doesn’t listen to the local radiostation, there are still some people who do.Our Guerrilla marketing was a very strong component in our campaign. Chalking by hand was difficultand time consuming, and using spray chalk would have allowed us to be more time efficient.Lastly, the road signs that were going to be posted around campus would have been a fun aspect to ourcampaign, but unfortunately time and money stood in the way of this execution.
Advertising Review 13Successes and improvementsIn terms of advertising we had many great ideas that worked, and a few that didn’t go as well asplanned. While it is never a good feeling to have an idea fall through, we were able to learn fromour mistakes. We pushed ourselves to work hard, and utilized all the materials we were given.One of our greatest successes was the chalking of our slogans that decorated the campus. Not onlywere we able to reach thousands of students in a cost efficient way, but by chalking all over cam-pus, we created buzz and interest about the “Where you going?” campaign. Students couldn’t walkfrom one building to another without seeing at least three chalk advertisements, and they werefascinated to know what it was all about. Once students started noticing them around campus,they would begin to see them everywhere, and when the second week came around with the newmessage, students became interested to learn more.Another hugely successful advertising tactic was the “lost keys” idea. People who were either curi-ous or just being nice were able to pick up these keys and learn more about the event and whenand where to attend. They were instructed to bring the keys to one of the event days and get apicture with the cars. Students were so excited about the keys, that people were actually asking uswhere they could find one while we were chalking. This was fun, because students created theirown little “scavenger hunts” around campus, and it created excitement and interest in our event.We had almost all the keys returned to us on both days, bringing around a hundred or so studentsto our events. The keys were also a great way to get people onto the Chevrolet event page, usingthe QR codes where they could spread the word through social media to all their friends.One advertising tactic we felt could have been improved upon was the use of flyers and posters.Though we placed posters and flyers in every place we could legally around school, there was somuch clutter around these posters that they could have easily gotten lost. One way to improveupon this tactic would have been to take a similar route as we did for chalking. Instead of justposting the event flyer up the week before, we realized people would have been much more cu-rious if we used the “Where you going?” in stages. For example, if we placed posters and flyersaround campus asking students where they were going in big sized fonts, it may catch their eye.From there we would add different phrases and more information, slowly building up to the eventand what it’s all about. With this strategy, we would capture the curiosity of the students and takethem along a story, which would ultimately lead them to our event.
Financial Analysis 14Throughout our campaign, we pulled from our resources and asked for favors to utilize the budgetAccurate cost vs. value analysisas effectively as possible. With the money we were given, we were able to produce creative, eyecatching and technologically advanced advertising, a tailgate event and a two-day event with fourcars on campus. Not only did we catch the attention of many San Jose State University students,but we found a student interested in potentially purchasing a Chevrolet Cruze after she fell in lovewith it at our event.We spent the largest chunk of our budget on advertising, which totaled to $1253.64. We spent$700 on a banner that ran on the front page of the Spartan Daily, our school newspaper, for threedays. The cost to run a banner ad per day is normally $500, but we were able to negotiate threedays for $700. The total value for the newspaper advertising is $1500. We also used the marqueeat the San Jose State Event Center, which cost us $50 for two days.Another part of our advertising was the sidewalk chalk we placed around the entire campus. Thesidewalk chalk and stencils cost us $45, but we estimated that the actual value of chalking was$2,100, because it was seen by 15,000 students on campus over a two week period, and most ofthese students saw the chalk advertising more than once.Another creative form of advertising was our “lost keys.” We spent $85 on the keys and were ableto get $365 worth of keys donated from Ace Hardware. We attached a tag with a QR code to eachkey, and our estimate is that a QR code is $1 per scan. We received 86 scans, adding a value of $86to our advertising. The total value of the “lost keys” campaign was $569.19.Everyone working at the event wore a T-shirt with our slogan and the Chevrolet logo on the back.These 12 T-shirts cost us $216.32. We had our fliers, posters, and quarter sheet flyers donated tous at a total value of $831. The total value of our advertising was $10,427.The major part of our campaign was, of course, our event. We spent a total of $851.19 on cam-paign implementation, and we gave away $335 worth of gift cards between $5 and $25, twoskateboards, skull candy headphones and two iPods. We also gave away a free appetizer card forPF Chang’s to every person who filled out a lead card. These gifts allowed us to lure people to ourevent and entice them to stick around to experience and learn about the Chevrolet cars. Using ourresources and connections, we were able to acquire $9,210.89 in in-kind donations. Some of thedonations we received were the 600 free appetizer gift certificates from PF Chang’s valued at atotal of $4,800, the DJ who normally charges $350 an hour, the skateboards valued at $107.59 and$157.95, a $25 gift card to Flames Eatery and Bar, and the skull candy headphones, which are usu-ally priced at $69.95. The total value of our event was about $27,896.36, because we reached somany people with our advertising, gave away gifts and will potentially sell a car valuing at $15,000.
Financial Analysis 15 We spent a total of $123.28 on campaign reporting, which includes lead cards and presentation Accurate cost vs. value analysis continued costs. We were able to get a lot of our printing for free, including the books we presented at our MSM, which would have cost us $60. The gifts we gave at the MSM cost us $100, and this put our total value of campaign reporting at $282.28. Our other expenses were research at $143.22. We used pre-campaign and post-campaign sur- veys, conducted a focus group of 7 people and got feedback from participants at our event through lead and response cards. We figure that if we were to pay researchers to go out and col- lect and analyze data, it would have cost us about $2,100. We paid our focus group participants in pizza and snacks, but usually focus group participants are paid $100 for their time. This would have cost us $700. This puts the total value of our research at about $3,500. Return on Investment The total value of our campaign is $41,336.44. The return on the $3000 budget is about 1300% $41, 336.44 -$3000= $38,336.44/3,000 = 12.778 x 100=1277.8% Chevrolet FinancesExpenses Actual Cost Actual ValueTotal Expenses $2,942.95 $40,936.44 Actual Cost Actual Value Actual Cost Actual ValueProgram Launch Research Actual Cost Actual valueInk for printer $36.99 $36.99 Focus group $142.22 $3,500.00 printing response cards $61.18 $61.18Totals $36.99 $36.99 Totals $203.40 $3,561.18Campaign Development Public Relations Actual Cost Actual ValueSupplies $19.08 $19.08 Media kits $17.22 $3,500.00Totals $19.08 $19.08 Totals $17.22 $3,500.00Campaign Implementation Campaign Reporting Actual Cost Actual ValueTailgate $75.44 $675.44 Printing Lead cards $26.01 $26.01Giveaways $626.50 $10,321.70 Shipping Lead cards $75.43 $150.86Event Supplies $149.24 $149.24 MSM Presentation $22.54 $122.54Potential car sold $0.00 $15,000.00 Final Presentaion $331.46 $134.76DJ $0.00 $1,750.00 Totals $455.44 $434.17Totals $851.18 $27,896.38Advertising Actual Cost Actual Value Other ActualBanner ad in Spartan Daily $700.00 $1,500.00 Overnight parking of cars $56.00 $56.00Banner for event $157.32 $157.32Chalking $45.00 $2,100.00Keys $85.00 $569.19Flyers and posters $0.00 $831.00Marquee $100.00 $115.00T-shirts $216.32 $216.13Totals $1,303.64 $5,488.64 Totals $56.00 $56.00
Results 16Achievements from our campaginWe worked very hard throughout our campaign, and were excited to see the results from our postresearch. We set specific objectives and goals at the beginning of our campaign, and are happy tosay that we have met them. From our post research, the response cards and the post survey, we successfully raised Chevro-let’s rank of overall opinion one place, replacing Nissan at #3. From the response cards we foundthat 38% had an “excellent” overall opinion of Chevrolet and 45% said Chevrolet was “good”. In ad-dition to these results, Chevrolet was the only brand out of the five that no one thought of as “verypoor.” This tells us we did an excellent job of highlighting all the advantages and benefits of theChevrolet cars.70% of the people at the event said they learned something new about Chevrolet. In our pre-re-search, students thought of Chevrolet as gas guzzlers that were big and bulky, but since our cam-paign and event, 59% of students who filled out a lead card said that the fuel efficiency of Chevro-let automobiles caused their impressions of Chevrolet to improve. Students were most impressedby the high quality of the new models.We feel that we have changed The Students of San Jose State University’s perception of Chevroletfor the better and our research proves it. The students are now aware of the brand and the modelsthat would benefit them and satisfy all their needs.
Conclusion 17This semester, we produced a campaign of quality that rivals professional agencies. Our hardwork and long hours have resulted in an integrated marketing campaign that combines the reli-ability of traditional advertising and public relations with out-of-the-box thinking, such as “lostkeys,” chalking, lead cards, a tailgate and a two-day event. We stretched our budget and net-worked to bring San Jose State University a professional campaign whose value far outweighs thebudget we were given. With our unique and fun tactics, we enticed students to look at the im-pressive features of Chevrolet cars, and our target market now considers Chevrolet as their bestchoice when car shopping.On behalf of Dwight Bentel & Hall Communications, we would like to thank you for the opportuni-ty to work with the Chevrolet brand and for allowing us to prove to you that the bay area can loveChevrolet just as much as any all-American state!Lasting ImpressionWe have high hopes for our campaign to leave a lasting impression on San Jose State Universityand its students. However, we know that just having a one-time event is not enough for a lastingimpression on our campus. There are many events that are hosted by our student governmentthat take place on our campus, which will give Chevrolet many opportunities to be present. Asstudent fees increase in the California state system, resources are becoming increasingly scarce,and Chevrolet can helping by cosponsoring the “For Students by Students” events, including themonthly Wednesday barbecues and the monthly movie nights.A major event for San Jose State University that has become increasingly popular since 2005 is theSpartan Squad, which is a spirit squad that gets its own section during football games. T-shirts aregiven to every incoming student each year, and by helping to subsidize the Spartan Squad shirtsand by getting the Chevrolet logo printed on them, we can count on Chevrolet contributing to thestudent spirit experience at every sports event. Collaborating with our student government willallow Chevrolet to attach its name to an all student-run organization that will not go away anytime soon.
Public Relations Review 18Media coverage1. GoogleRanked #1, #2, and #10 in Google Top 102. MercuryNews.com
Public Relations Review 19Media coverage continued3. SFGate.com4. Topix.com
Public Relations Review 20Media coverage continued5. Outside.in.com6. Thesanjoseblog.com
Public Relations Review 21Media coverage continued7. Fwix.com8. Facebook.com
Public Relations Review 22Networking successes Skull Candy Headphones Santa Cruz Longboard Skateboards PF Chang’s Appetizers DJ for the event
Advertising Review 23 Over 75 keys were “lost” around campus. Some were attached to benches with fishing wire, some Examples of major tactics were hung from trees, and some were simply dropped on the ground in busy sections of campus. The keys were a very successful part of our campaign, and were very vital in getting people to our event. It was a unique form of advertising, which grabbed the interest of the people who found them. PLEASE RETURN TO THE CHEVROLET “WHERE YOU GOING?” EVENT facebook.com/whereyougoing At the 7th street plaza on November 9th and 10th, 10 am to 3 pm Or scan this code with the QR code-reader app on your smart phone. WHERE YOU GOING? The keys hanging from a tree The keys on the ground The front and back of the keychain For our first round of chalking, which took place 2 weeks before the event, “Where You Going?” was written throughout our campus. “Where You Going?” Nicole with her chalk A student admiring the chalkBelow is the marquee at the Event Center at San Jose STate University. Both of our slogans werepresented all day long on both days of our event.
Advertising Review 24Examples of major tactics continuedHere are two different sizes of the flyers that we had at our event. The larger one was posted in class-rooms and lamposts around campus, and the smaller flyers were passed around to people on campus to direct them to our event. The the left you can see a banner we had at our event. This banner was used as a backdrop for photos and to let people know what the event was called. To the right you can see our T-shirt design. These shirts were worn by each team-member at the event.Below is the banner advertisement that was featured in the Spartan Daily for three consecutivedays.