2. Emily KufnEr..................................................rEsEarch DirEctor
amy marEK..........................................................account managEr
JEssica frEnchman.......................................crEativE DirEctor
Kaitlyn somErs.....................................................mEDia DirEctor
courtnEy sohn.............................Public rElations DirEctor
Public relations Plan.................................................................................52
4. punch situation analysis
industry trends: Where are we going?
as consumers purchase fewer and fewer new cars, gm and hummEr
face the growing obstacles of foreign competition as well as a drastic
shift from large suvs and trucks to smaller or hybrid vehicles. in 2007,
vehicle sales diminished by 2 million with no projected recovery in 2009.
increased foreign competition claims market share that previously be-
longed to the “big 3” u.s. auto manufacturers.1
the light truck and sport utility segments confront pricing challenges
and lower sales volumes. this change may be attributed to higher gas
prices and consumer economic pressures. additionally, as the presence of
the big 3 weakens, crossover utility vehicles and sedans secure market
share formerly claimed by suvs. the luxury vehicle segment also falls
victim to these challenges.1
these changes, both in the industry and inherent in the environment,
force u.s. automakers to distinguish their products through branding,2
styling, quality, and innovating upgrades.1
company analysis: Who is gm?
general motors corporation is one of three major players in the u.s.
automobile manufacturing industry (the other two are ford and Daimler
Chrysler). GM provides automotive and financial services to consumers
and stakeholders. it also develops, produces and distributes cars, trucks
and related parts around the world. Domestically marketed products of
gm include chevrolet, buick, hummEr and saturn.
GM operates financial services such as consumer vehicle and commercial
financing, private mortgages, automobile service contracts and auto in-
surance. gm also specializes in after-sale maintenance, collision repair,
and accessory services. gm markets all products through dealerships
Product history: Evolution of h3
the high mobility multipurpose Wheeled vehicle (hmmWv), better
known as Humvee first premiered among the military ranks in 1985.
Quickly earning the nickname, “Jeeps on steroids,” they transported
troops to command centers. half a decade later, the media cameras
covering Desert storm introduced hummEr to the american public, re-
sulting in demand for a civilian model. throughout the 1990’s, the hum-
MER’s one-of-a-kind styling exemplified American opulence.3
in 1999, gm bought the marketing rights to hummEr and introduced
the h2 three years later. the h2 is a smaller version of hummEr for
half the price. in 2006, gm terminated h1 production as sales dimin-
our competition: the big rivals
Within a competitive mid-size suv market including the Jeep grand
cherokee, toyota highlander and land rover lr3, hummEr does not
stand out in any distinguishing criterion. With mid-level pricing and
13-mPg city, the h3 maintains a low affordability rating. highlander
leads the industry in reliability, while h3, Jeep, and lr3 ranked equally
mediocre. The H3’s safety rating is significantly below the Jeep and
highlander. in performance and styling, the h3 competes with the other
models but doesn’t dominate.
h3’s most direct competitor, Jeep grand cherokee, along with other lux-
ury suvs, has suffered in sales in the past few years. the grand chero-
kee has a softer appeal; its design aims to attract the family, but also has
hummEr must depend on its unique look and image to distinguish it-
self from competitors that consistently rank higher in consumer satisfac-
as a premium niche brand, hummEr upholds this position with the
h3 model. the h3 is geared towards a special group of people who will
always have demand for a vehicle with hummEr’s unique design and
off-road capabilities regardless of the fuel economy.17
The iconic HUMMER brand is manifested in the smaller, more fuel-effi-
cient h3’s boxy exterior and luxurious interior. starting around $30,000
and lower gas mileage of 13 city/18 hwy MPG, the H3 makes the HUM-
mEr brand more accessible than ever before.18
as the h3 slogan “like nothing Else” indicates, the h3 has the tradition-
al hummEr design that catches both positive and negative attention.
the polarizing hummEr brand attracts loyal fans and harsh critics,
who see the hummEr as a symbol of american excess consumption.19
after dropping hummEr market share for the h1 and h2 due to high
6. punch situation analysis
gas prices, the h3 increased hummEr brand sales by approximately 4-5
thousand per month and accounted for two-thirds of hummEr sales in
2006 and three-fourths in 2007.20
although the h3 ranks below competitors in both “off-road suvs” and
“affordable mid-size suvs,” it has a loyal fan-base and originality un-
matched by competitors. the h3’s uniqueness is, in part, represented by
its placement in both of the aforementioned suv category rankings.18
Public perception of hummEr as a gas-guzzling environmental villain
is the brand’s primary weakness. however, the h3 gets comparable gas
mileage to the mid-size Jeep and land rover models.
the h3 does not lead of the feature rankings, meaning the brand
strength resides in its novelty factor. hummEr’s consistent strengths
are comfort, personal safety and status.21 hummEr’s niche market
maintains demand for the “big and capable” suv.22
our consumers: the h3 Driver
how We found the h3 Driver
because there is no explicit data on hummEr owners in the simmons
data, the simmons data we compiled was a synthesis of mid-size suv
and Jeep grand cherokee owners. this is, in fact, more ideal than data
on hummEr owners because the hummEr h3 model’s lower price,
smaller size and better mileage move the h3 to the mid-size suv cate-
gory. We also used Jeep grand cherokee owner data because it is a mid-
size suv competitor.
We plan to shift our target to mid-size suv users and rein market share
from competitors, such as Jeep grand cherokee, making analysis of
these groups most valuable and insightful. if percentages of mid-size
suv owners as well as Jeep grand cherokee owners were high, we aver-
aged the two. for the purposes of this analysis, we will refer to the target
consumer as “mid-size suv users.”
the h3 target consumers: mid-size suv Drivers
the simmons data revealed a fairly even ratio of men to women among
mid-size suv consumers. the most common age groups are 30-34 and
* midwest and West
* most mid-size suv consumers are white
* However, there is a significant number of consumers who fall under
the “other/non-white” racial category. similarly, latin rock ranked
above average for mid-size suv users musical tastes.5
Employment and salary
* mid-size suv consumers employed by a fortune 500 company ex-
* many consumers are chairmen of boards or general managers.
* the most common salaries were $250,000 or more and $100,000-
* there are a notably high number of full-time students who own
mid-size suvs. Perhaps these users do not show up as a common age
group because their parents have purchased their vehicle for them.5
this high-income, business demographic could be matched by the above-
average participation in high-income leisure activities or memberships
among consumers. for example, many mid-size suv consumers have
membership in business clubs and country clubs. additionally, mid-size
suv consumers enjoy golf and tennis more than average.5
the higher-than-average index of Pta membership shows the family
status of many consumers with younger children. moreover, many mid-
size suv consumers are married. the fact that the “married” index is
not higher, combined with the semi-high level of unemployment among
mid-size SUV consumers, further indicates the significance of a student
consumer market for the hummEr h3. the lower than expected “mar-
ried” index could also indicate a single male market.5
attitudes and lifestyle
mid-size suv consumers are likely to rent weekend homes and even
more likely to own weekend homes. owning a weekend home is perhaps
consistent with the mid-size suv consumer preference towards suvs
that fit their “active lifestyle.” A large portion of mid-size SUV consum-
ers felt their suv “matches their active lifestyle”. furthermore, many
consumers valued the vehicles ability to handle rough terrain and were
willing to pay more for more horsepower.5
outdoorsy and adventurous
Mid-size SUV consumers’ interest in sports, extreme activities and fit-
ness also matches their attitude that “my suv matches my active life-
8. punch situation analysis
style”. mid-size suv consumers were more active than average and par-
ticipated in sports, extreme activities and fitness-related activities. For
example, camping trips, hunting, target shooting, running, rock climbing,
snow-mobiling, cardio training and weight training were all very popu-
media analysis: our channels
after identifying the mid-size suv consumers, to whom we will market
the h3, we were able to study the types of media they use.
Each of our markets has specific magazine consumption patterns. Some
of the most consumed media by mid-size suv drivers include:
* Women targeted magazines such as cosmopolitan, glamour, in
style, redbook, us Weekly, vogue and W magazine.
* active lifestyle targeted magazines such as men’s fitness, outdoor
life, runner’s World, road and track and EsPn magazine.
* A significant sector of women in the 30s read Real Simple.
* married couples and homemakers that like to travel read town and
country, traditional home, travel and leisure and national geo-
* We found above average readership of houston chronicle, chicago
sun times, chicago tribune, long island new york news Day, boston
globe, Dallas morning news, cleveland Plain Dealer, atlanta Journal
constitution and the san antonio Express news.5
* Our markets find banner ads and e-mail ads relatively useful
* mid-size suv drivers tend to use the internet for informative pur-
poses such as online banking, downloading music, e-mail, financial in-
formation and stock trading, internet radio, news and weather, sports
and real estate.5
* mid-size suv consumers use cable television more than network
* networks used most include foX, nbc, followed by abc
* of the programming, our consumers tend to favor music, sports,
game shows and daytime drama. of these, sports is one of the most
significant categories of programming mid-size SUV owners consume.
in order, they watch the nfl, nhl, Pga, college football, mlb,
college basketball and the nba.5
* mid-size suv drivers are relatively heavy radio users
* they prefer classic rock, sports, alternative, newstalk/business, old-
ies rock and modern rock
* mid-size suv drivers subscribe to satellite radio at a higher than
average rate. this includes people who already subscribe or plan to
in the next 12 months.5
in print media, gender and interest targeting is prominent in magazines
while geographic targeting is key in newspapers. internet banner ads
are prominent and should be placed on information-based sites. research
shows that successful television ads will circulate around sporting events
focusing on nfl and nhl. mid-size suv drivers also show heavy satel-
lite radio usage. by tailoring messages to appeal to our targets through
these media channels, h3 will maximize its impact.
creative analysis: our messages
analyzing hummEr advertisements gives a true sense of gm’s cur-
rent and past marketing strategies. hummEr’s overarching campaign
slogan is, “like nothing Else,” positioning it is a unique machine. the
hummEr television spots differentiate the h3 based on distinguishing
attributes in an attempt to reach their desired audiences. hummEr tai-
lors each message to appeal to specific market segmentations and their
advertisements reflect their marketing strategies.
the h3 campaign features hummEr’s ability to do what other cars
cannot in times of need and crisis. the message also directs the audi-
ence to the h3 micro site, which offers more information about hum-
mEr’s hero mission. a television advertisement that hones in on this
theme is referred to on hummEr’s Web site as “headline heroes.” the
television spot begins with images of the H3 barreling through flooded
and snow covered streets, while other cars sit useless on the sides of the
road. accompanying these images are headlines from newspapers such
as, “hummEr owners banned together,” and “worked together helped
stranded motorists.” the end of the advertisement has the phrase, “pur-
pose built,” which defines HUMMER as more than just an SUV, but as a
reliable machine with a greater meaning behind it. the commercial does
not contain any speaking; it is just the startling images of the storms
10. punch situation analysis
along with the aforementioned copy.6
the “headline heroes” campaign reinforces a waning positive image of
the good hummEr could do on a communal and individual level. by
positioning the H3 as heroic, it personifies the SUV, increasing the emo-
tional appeal. the advertisement connects with viewers affectively as
well as places fear into viewers’ minds in regards to their safety in natu-
ral disasters. the tv spot leaves a lasting memory by placing the h3 as
the perfect solution for a storm.6
the right tool
the second group of hummEr advertisements highlights different
functional features of the automobile—persuading viewers that the h3 is
a superior suv. a television commercial titled, “the right tool,” focuses
on the necessary tools people need for conquering extreme forces such as
hoses that fire fighters use and harnesses for rock climbers. The overall
message is that the h3 is the perfect tool for driving.6
the hummEr is positioned as the “alpha” of all suvs. an advertise-
ment for the h3 alpha shows predators, such as wolves and scorpions
hunting in a dark forest. the h3 appears in the night with its bright
lights and intimidating stature, only to scare all of other predators away.
the ad highlights the hummEr’s formidable strength and dominance;
the h3 is on the top of the food chain. the strategy is successful for
appealing to a market seeking the alpha male status and an suv with
the last two ads appeal to a younger segment, more interested in having
fun with their suv than saving the world with it. the ad titled, “video
game,” shows the h3 being raced in a video game. using the features of
the video game, the virtual player selects from an array of colors, design
and tire options. the player then leads the h3 through various rough
terrains, highlighting the suv’s uniqueness, capabilities and features.
in the setting of a video game, the h3 looks youthful and fun.6
h to the 3
the “h to the 3” campaign also appeals to a youthful audience. the ad
shows the h3 in an urban setting, contrasting with previous tv spots.
the use of hip-hop inspired beats and a city setting in this advertisement
shows hummEr’s attempt to connect with the youth. the urban music
and setting appeal to a hip metropolitan, less rugged audience and posi-
tions the h3 as not just an off-roading vehicle, but a trendy suv.6
the h3 and h2 are featured in a series of print advertisements titled,
“challenge geography.” the aesthetic of the ads are reminiscent of
national geographic magazine covers. the familiar yellow border along
with “Geography” in the headline of the ad solidifies the connection to
national geographic. the ads depict the hummEr models in rugged
situations, such as driving through heavy brush or on a rocky mountain.
the tagline, “hummEr, like nothing Else,” is featured at the bottom of
the ads, and drives home the point that the hummEr can conquer dif-
ficult geography or terrain like no other vehicle.8
competitor analysis: Jeep grand cherokee’s “opera man”
a competitor for the h3 is the Jeep grand cherokee. one tv spot for the
grand cherokee is, “opera man.” the commercial shows different Jeep
drivers and various settings all using their Jeeps for a wide range pur-
poses yet all singing beautiful opera. the humorous ad leaves viewers
entertained and wanting more.7
in comparison with Jeep grand cherokee, h3’s previous ad campaigns
* Philanthropic endeavors
* high status
although h3 ads target different audiences, a few similar threads encom-
pass all campaigns. in general, the h3 advertisements do not contain
any memorable music, celebrity endorsements or humor. the ads are
very image-based and there is little or no speaking. also, the ads are typ-
ically male-oriented. the next step for the h3 may be to take a lighter
Public opinion and stakeholder analysis: our Position
criticisms and market share
the public opinion of hummEr involves a hot debate concerning envi-
ronmental issues. merely two years ago, the hummEr brand radiated
“cool” with its frequent appearances in hollywood, in popular sporting
events and on the red carpet.9 since then, the public’s perception has
shifted in an adverse direction. today much of the public views hum-
mEr as a “gas guzzler”- posing an environmental and economic hard-
ship. as a result of this, hummEr’s sales have gone down.
12. punch situation analysis
* hummEr’s sales climaxed at 71,524 in 2006. from 2006 to 2007,
HUMMER’s sales dropped 21.7% to 55,986. HUMMER’s U.S. sales
plunged 40% in the first half of 2008 to only 16, 158.10
Some HUMMER owners find the social implications of owning the ve-
hicle a burden. for example, one owner cited in a new york times article
said the “dirty looks and nasty gestures from other drivers that finally
persuaded her to give up the family’s $55,000 hummEr h2.”11
general motors has been debating whether to sell the brand and rid
themselves of the difficulties they are facing because of its image.
* in an ad age poll 63% of readers felt gm should sell the hummEr
stakeholders of hummEr can be divided into a list of subcategories,
each affected in their own way by the h3 campaign.
gm EmPloyEEs: Depend on the success of the brand for livelihood.
car DEalErshiPs: Depend on the success of the brand for busi-
ness reputation and to attract customers.
consumErs: Depend on brand to deliver the quality product for
which they pay that meets their motives for purchase.
comPEtitors: Depend on h3’s established image from which they
differentiate their product and attempt to place it in a more positive
light to increase sales.
govErnmEnt: Depend on brand’s partnership with organizations
to increase visibility.
gm has established partnerships with:
* governmental organizations, such as voluntary initiative on Energy
greenhouse gas Emissions and freedom car.
* ngos, such as safe Kids Worldwide, global road safety Partner-
ship, and make a Wish foundation.
* business partnerships with World business council for sustainable
Development and u.s. council for international business.13
the image portrayed by this campaign will, in turn, affect the images
of all the organizations above. it is important to maintain the values of
these organizations and also to convey hummEr’s attributes in a truth-
ful light. as stated previously, the hummEr is viewed as a threat, but
gm’s partnership with many environmental organizations as well as
children’s safety initiatives position the brand to combat this negative
Pr and Promotional strategies
the hummEr brand enjoyed great success in its golden years when
trendy and masculine celebrities such as governor arnold schwarzeneg-
ger, and the men of hbo’s hit series Entourage were spotted and tele-
vised with it.9
one of hummEr’s most recent marketing campaigns, “hummEr he-
roes,” aimed to humanize the suv and reduce the “bad guy image” it has
acquired over time. in conjunction with a television ad, consumers are
directed to a Web site titled “hummEr helps” that shows various foot-
age of hummErs helping people in times of natural disaster.
gm has committed to donating a total of 72 of the vehicles, totaling
$600,000, to red cross chapters throughout the united states.15 simi-
larly, a group of hummEr owners under the acronym hoPE, or hum-
mEr owners Prepared for Emergencies, have partnered with red cross
to give aid in local and national disasters.16
although the hummEr heroes campaign was a way to feature the suv
in a new light, more must be done to give the h3 a softer appeal. by
doing this, the brand will position itself more centrally and appeal to a
wider market range.
* hummEr consumers enjoy a “notice-me” image and prestigious
* hummEr is well known for its distinguishable styling, positively
affecting brand recognition.
* hummEr consumers create brand community and loyalty due to
* hummEr has a great reputation for off-road capabilities and func-
tionality in challenging terrain.
* With current high fuel prices, many consumers believe hummEr is
too expensive to drive and lacks practicality.
* With the public’s growing environmental consciousness, social impli- 13
14. punch situation analysis
cations of the “gas-guzzling” hummEr may project a state of envi-
ronmental disregard onto its drivers.
* hummEr’s performance, safety or reliability does not stand out
among its competitors and lacks a practical asset to market to con-
* By emphasizing the H3’s smaller size and increased fuel-efficiency
from previous models, we’ll inform consumers of h3’s increased prac-
* the mid-size suv advertising climate lacks distinction and memo-
rability among advertisements. a campaign showcasing h3’s dis-
tinguishable style and status in a light and relatable way will set it
apart from current competitors’ campaigns.
* the scope of the h3’s target markets demonstrates the versatility
of the vehicle. a demonstration of an active yet familial lifestyle will
maximize its appeal.
* the poor economy threatens vehicle sales overall. that, paired with
high fuel prices and environmental concerns threatens the entire suv
* the market is moving towards smaller cars, hybrids, even suv
* less presence of the “big 3” allows foreign manufacturers to gain
* Environmental groups pose public relations threats to the hum-
Punch has designed an integrated marketing campaign for the h3 that
will diversify the hummEr consumer market, expanding to women and
a more youthful demographic, to alter the brand image, ultimately aim-
ing to increase sales and market share. to do so, Punch has outlined a
plan that will improve hummEr’s public image, reposition the h3 as a
mid-size suv, and alter the hummEr brand to make it more inclusive
and accessible to an expanded, more youthful market.
the campaign will have a cohesive message, yet it will be adapted to
three specified target markets. Campaign efforts will begin in the onset
of winter and the onset of summer, when the specified markets are more
likely to consider purchasing a car suitable to the season’s upcoming ac-
tivities, such as driving through winter snow to go skiing or driving up to
a summer cabin.
The primary market we plan to expand to is the younger family, specifi-
cally the mother, age 30-34. our secondary market is the single male age
30-34. We will target an older male demographic, who is active and long-
ing youth, in the tertiary market.
While Punch realizes the ambitious nature and wide reach of this cam-
paign, we feel expanding h3’s consumer base is essential to changing the
public image and altering the brand. Punch believes our efforts must
be collective to change negative public perceptions causing decreasing
hummEr sales and, more broadly, suv sales. the Punch plan will
remind the public of the continuing need for suvs while propping up the
h3 as the superior mid-size suv that people with active lifestyles need.
current state of the hummEr h3
hummEr is a distinguished brand with a solid brand community. hum-
mEr has a reputation for its off-road capabilities and ability to handle
rough terrain. We need to take this solid brand identity and shed a more
positive light in the wake of expensive fuel prices and environmental
concerns. the hummEr brand has been a target for environmentalists,
acquiring a negative stigma, seen as impractical and expensive. Potential
consumers are turned away by hummEr’s negative social implications
of excess and disregard for the environment.
it is clear the hummEr brand stands out, and Punch wants to make
the h3 stand out in a positive light, returning to its “cooler” past image
during the 1990s.
Due to rising fuel prices and a less than optimal economy, people have
been trading suvs for smaller cars or hybrids, and buying fewer new 15
16. punch camPaign stratEgy
cars in general. Smaller cars don’t have the capabilities and benefits of
SUVs, so our campaign must emphasize the benefits of a capable SUV,
specifically the H3, and thus, the practicality. We need to make sport util-
ity vehicle a priority for those with active, adventurous lifestyles.
While the h3, with the highest share of all hummEr models, has mar-
ginally increased hummEr brand sales, we need to exploit new markets
to change the brand image and work towards increasing future h3 sales.
1. the hummEr has strong name recognition, however, with the rise
of both fuel prices and environmentalism, the hummEr now battles
negative connotations. in our survey, over 70 percent of our sample
perceived hummEr drivers as “obnoxious” and “arrogant” and al-
most 60 percent said they were “ignorant.” our integrated advertising
and public relations campaign will reverse negative changes in hum-
mEr brand perception and return to when hummErs were con-
sidered “cool” through lighter, fresher advertising and, more subtly,
reducing negative public perceptions through public relations.
2. the hummEr brand has a very specialized market segment that
will always see value in hummEr, but we need to diversify market
prospects to increase sales and market share. our campaign’s prima-
ry expansion target market is to mothers of young families between
ages 30-34. We will soften the brand slightly to give it a broader ap-
peal inclusive of women and families.
3. Punch will show the essential need for a hummEr h3 for those
with active and weekend-traveling lifestyles, while also showing its
image-based advantages by appealing to underlying desires for status
Public relations goals
it is essential for advertising and public relations, combined with tai-
lored media placement, to directly reach our targets, to work together
to promote awareness of the H3’s better fuel-efficiency and more afford-
able price, to reduce negative “gas-guzzler” perceptions, and increase
new markets consideration of the h3. a Punch survey of public opinion
showed over 50 percent of the general public are “not at all familiar”
with the h3’s differences from the h1 and h2, and only 10 percent were
familiar with these differences. furthermore, when asked if they would
be more likely to consider the h3 to other mid-size suvs after knowing
about the better mileage and lower price, almost 50 percent answered yes
Public relations must generate interest in the target markets. to do so,
public relations will host events, sponsor giveaways, establish partner-
ships and find avenues of free publicity that:
* Highlight the HUMMER brand’s flashy status reputation
* associate the hummEr brand with an active lifestyle
* Illustrate the practical benefits of a HUMMER H3
* improve public perceptions of the hummEr brand
advertising efforts will complement public relations by reinvigorating
and adapting the distinct hummEr brand in the better-than-ever-before
h3, giving it a more youthful and universal appeal.
because the hummEr h3’s price and size put it into a new affordable
mid-size suv category different from the previous h1 and h2, the h3
advertising will be placed in media very tailored media to each consumer
segment in the mid-size suv market, as supported by the simmons data
for mid-size suv consumers. this will accompany public relations work
to promote awareness of the H3’s new size, fuel-efficiency and price. How-
ever, the hummEr will still be branded as unique and luxurious.
in a phone interview with the primary market, a primary market respon-
dent said she would not purchase an h3 because she did not feel it was
a family car. as a part of softening the brand, the advertising campaign
will have specific ads geared to the primary market of the young mother,
with the goal of establishing the h3 a family-friendly vehicle.
the Punch advertising campaign will:
* Work to soften the hummEr brand and continue to emphasize the
h3’s unique style, status and superiority.
* connect the notorious hummEr capability to the active lifestyles
of our target markets.
thE Punch intEgratED camPaign Will:
1. Raise target market interest and consideration of the H3, specifical-
ly the primary and secondary markets, by 15 percent within one year.
18. punch camPaign stratEgy
2. begin reestablishing the hummEr brand as “cool” through fresh-
er, lighter ads that emotionally capture the target markets.
3. make the hummEr h3 brand synonymous with an active lifestyle,
by showing the practical benefits of an SUV, and make it more family-
oriented for the primary market
4. begin reversing hostile feelings towards the hummEr brand.
Expected future for the hummEr brand
* Put the h3 in the forefront of the mid-size category
* Establish social acceptability of the hummEr brand
* Put SUVs back in the forefront, specifically the H3, working to re-
verse the trend of americans switching to smaller vehicles. We want
to reinvigorate the demand for suvs to create a more favorable envi-
ronment in which to market the h3 and other hummEr products in
advertising target market
Primary Market Secondary Market Tertiary Market
30-34 30-34 65-69
• • •
Female Male Male
• • •
Married with Single Married
• • •
children Fortune 500 Retired
$100,000 – Company comfortably
150,000/year $100,000 – Active
household 150,000/year Educated
• Owns weekend
• Active and home
• Owns weekend
* age 34
* northbrook, illinois
* Married, 3 Children (Ages 5, 7, 8)
* Works from home, husband works for
fortune 500 company
* household income: $150,000/year
* new money
* activities: going to their family’s
weekend lake home in northern Wis-
consin, tennis, golf, cardio fitness
* Interests: Style, celebrity news, fitness
* memberships: Pta, country club,
Why is rachael interested in the h3?
it is practical for her busy lifestyle as
a mother and the active lifestyle of her
family as well, yet it also indulges her
underlying desire for attention, status and
* age 30
* mill valley, california
* Employed by fortune 500 company
* activities: Weight-training, snow-mo-
biling, rock climbing, renting weekend
homes in tahoe, running, water and
snow skiing, camping, traveling
* interests: Extreme activities, sports,
adventure, fun, outdoors
* memberships: business clubs
Why is scott interested in the h3?
scott values off-road capability, horse-
power, utility and durability. he needs a
vehicle that matches his active lifestyle,
providing for fun driving and attention-
grabbing. the h3 lets people know what a
fun (but also successful) guy scott is.
20. punch camPaign stratEgy
this is our secondary market for the h3 because it is less of a stretch
from the traditionally male-oriented hummEr consumers, differenti-
ated primarily by youth and a more extreme lifestyle.
* age 65
* Keystone, colorado
* Retired with sufficient disposable
* 2 children, 5 grandchildren
* used to own small business
* activities: going to his cabin, hunting,
fishing, darts, spending time with his
* memberships: country club, retired
* interests: sports, cars, hummEr, the
Why is John interested in the h3?
he has worked hard and wants to enjoy
his life thoroughly in his retirement. the
h3 is youthful, fun and adventurous,
giving him sense of nostalgia while also
serving his needs of driving to his week-
end home, with grandchildren inside and
a boat towing behind.
the tertiary market will be delegated the least resources because we
want our campaign to expand hummEr to younger markets to establish
it as fresher, more youthful brand. this tertiary market is attracted to
the youthful quality of the HUMMER H3. Since the first two markets are
most synonymous with the desired image, they are also more valuable in
achieving the desired hummEr branding and positioning.
Public relations target market
Public relations efforts will supplement the advertising campaign by
sponsoring giveaways and events that would encourage sales, promote a
better image for the h3 and increase the desired branding.
the public relations campaign will focus on our primary and secondary
target markets. Public relations and advertising efforts will coordinate
to attract these potential consumers. for example, Public relations will
direct target markets towards the hummEr h3 and advertising will
convince them, or vice versa.
the secondary focus of public relations will be the general public, includ-
ing hummEr stakeholders.
1. Public relations need to reduce negative perceptions of hummEr
through philanthropy. this will also make it more likely that the pri-
mary public relations focus (young mother and single male) will pur-
chase a hummEr because they won’t have to consider the negative
social implications projected upon them by the public at large.
2. Public relations must remind hummEr stakeholders to stay loyal
by making them aware of the fact that hummEr is better than ever
since auto reports revealed the hummEr does not dominate in any of
the practical categories among competition, such as safety and reliabil-
ity, its competitive advantage is image-based. additionally, in the class of
mid-size suvs, hummEr is also a luxury suv. the combination of the
hummEr h3’s placement in both of the aforementioned categories and
its established unique image make up the competitive advantage. the
HUMMER H3 is in a beneficial position because it retains strong brand
recognition and unique style but with a lower price and better fuel effi-
ciency that allow it to be placed in the mid-size suv category. moreover,
data revealed mid-size suv drivers value an suv’s ability to handle
rough terrain, with which the hummEr brand is strongly associated.
because hummEr ranks lower than the competition in consumer satis-
faction research, the competitive image must rely on its unique look and
image to distinguish itself.
* a mid-size suv that stands out
* the h3 is practical for everyday life yet still indulges the consum-
er’s underlying desire for status, luxury and fun
* the h3 has a unique, luxury design reminiscent of the brand while
* a unique luxury mid-size suv
22. punch camPaign stratEgy
bought by general motors in the nineties, the hummEr brand has a
patriotic history and strong reputation for its luxury and off-road power.
hummEr has enjoyed a cool image in the past, driven by celebrities and
rappers, but has recently been seen as unacceptable and excessive in the
wake of mounting gas prices and environmentalism, losing market share
to foreign competition and smaller vehicles.
these changes in the automobile industry and economy create a need for
the hummEr brand to distinguish itself with branding and styling. Due
to the hummEr brand’s uniqueness, hummEr has a loyal brand com-
munity, which can be exploited and expanded to increase market share in
a welting suv market, because there will always be a nEED for hum-
mEr’s capabilities and a DEsirE for its classic boxy styling and status
the campaign will increase sales in the midsize suv market by present-
ing the unique h3 option. Punch will maintain the brand status and
“notice-me” image while reducing negative social implications associated
the h3’s position will sustain the overall hummEr brand position (of
the h1 and h2) as a luxury suv, but will, additionally, be shifted to a
new, affordable class of mid-size suvs.
* male and female drivers
* a practical mid-size suv with superior style and off-road capability
* mid-size suv and luxury suv
Present brand Personality:
the h3 campaign slogans, such as “like nothing Else,” have positioned
hummEr as a unique machine and highlight hummEr’s ability to do
what other cars cannot in times of crisis and need with efforts such as
the hummEr “hero mission.” h3 advertisements such as “the right
tool” emphasize the h3’s utility and superiority to other suvs.
the Punch campaign will continue to move in this direction with the
h3, yet will also soften the brand to open it up to women. the h3 has
been portrayed as an “alpha” of suvs with advertisements showing
predators, highlighting hummEr’s strength and establishing an in-
timidating, formidable image. the “h to the 3” campaign is closer to the
youthful, trendy approach we need to increase, highlighting its coolness
rather than solely its off-road capabilities.
Punch plans to take a lighter, more female-oriented approach to adver-
tisements, while maintaining hummEr’s rugged appeal by continuing
to emphasize the h3’s capability and power, which is also practical for a
young, traveling family.
Desired brand Personality:
* unique, noticeable
* luxurious yet Practical
* stylish, cool
* flashy and unique
* matches a healthy and active lifestyle
* capable and superior
Key Points Key Words
Stand out in a good way Active Fun
• • •
It’s perfect for your active Capable Adventurous
• • •
lifestyle Practical Superior
You don’t have to choose
• Stylish Noticeable,
between practicality and fun Unique
Why should you be interested in the hummEr? …because you stanD
Primary: rachael bay
* you’re a busy working mother and you’re always doing things for ev-
eryone except for yourself. the h3 has enough cargo to bus your kids to
soccer practice and carpool to school, but once the kids are dropped off
you can drive home in luxury and solitude, turning heads and grabbing
the attention you still deserve.
24. punch camPaign stratEgy
secondary: scott carter
* you are active and cool, just like the hummEr h3. When you’re driv-
ing a hummEr, you can look as cool as you are with the h3’s capabili-
ties. you can carry out your extreme lifestyle in your driving, while still
indicating your high status and career success.
tertiary: John hartford
* you’ve worked hard your entire life and now that you’re retired, it’s
time to really enjoy your life doing the activities you love most. you de-
serve to indulge in life. the h3 serves your mobile lifestyle while making
you feel youthful and nostalgic and reminds you that you can still be ac-
tive, adventurous and cool. it reinvigorates your drive and purpose and is
perfect to hold your grandchildren for a fun outing.
What do you want me to do?
* consider buying an h3
* buy an h3
* spread the word about the new h3
* rethink your ideas about hummEr
* View HUMMER as a perfect fit for your lifestyle
* recognize your continuing need for larger vehicles
Why do i care and believe you?
because hummEr is a long respected brand known for its capabilities
and style, and now that it has lower price and better fuel efficiency, you
can finally have your own HUMMER!
how should i feel?
Primary Secondary Tertiary
Practical Successful Nostalgic
• • •
Cool Cool Reflective
• • •
Fun Hot Active
• • •
Noticeable Capable Reinvigorated
• • •
Prepared Noticeable Youthful
• • •
campaign implementation strategies
since hummEr consumers own or rent weekend homes, Punch’s cam-
paign has three surges during the onset of “cabin seasons” in the win-
ter and summer, making for an ideal time to acknowledge the practical
advantages of an h3 for an active and traveling lifestyle. the geographic
focus will be metropolitan areas in the midwest and West, where data
showed mid-size suv drivers are common.
first campaign Kickoff: Winter cabin season
* launch with super bowl advertisements
* launch new interactive h3 Web site, along with banner ads and
keyword search ads
* launch national television advertising
* launch supplemental radio advertisements
* launch magazine advertisements
* launch newspaper advertising
* outdoor advertisements will be up throughout this period
second campaign Kickoff: onset of summer
may 2009-June 2009
this will be the same schedule but things will be summer season related.
the messages will be the same, except placed in a summer context to bet-
ter fit the upcoming summer season.
* increase national television advertising
* continue supplemental radio advertisements
* continue magazine advertisements
* outdoor advertisements will be up throughout this period
* launch movie theater ads, as kids are out of school
third campaign Kickoff: onset of winter
november 2009-December 2009
* continue magazine advertising
* continue radio advertising
* increase television advertising
* bring back newspaper advertising
* launch movie theater ads to go along with higher attendances
around the holidays
our campaign will be geographically focused in the midwest and West,
where our mid-size suv target markets are most concentrated. addition-
ally, it will focus on metropolitan regions on the spectrum in between
urban and rural, such as suburbs and large towns, where all three of our
26. punch camPaign stratEgy
While most of our efforts will be focused on the primary market because
it is the furthest from the traditionally male hummEr consumers, we
will make sure to allocate resources less dramatically to the secondary
and tertiary markets. the discrepancy in resources allocated to the pri-
mary and secondary markets will be much less than that between the
secondary and tertiary markets. We hope that by expanding the hum-
mEr h3 to youthful, active markets, the older tertiary market will follow
with less effort. moreover, our primary and secondary markets are also
the most valuable to achieving our desired youthful brand association, so
success in the tertiary market is less essential.
Evaluating our campaign’s success
Punch will evaluate the success of our campaign in changing public
perception of hummEr and increasing target market interest through
various methods, including surveys, focus groups, communication with
dealerships, and monitoring Web traffic and press coverage. Because the
Punch campaign will have two seasonal surges, we will conduct evalua-
tions after each surge to evaluate ongoing success.
the primary means of evaluating our success in changing public percep-
tion of the hummEr brand through public relations and advertising
will be to solicit public opinion through surveys, focus groups and phone
interviews. additionally, we will track hummEr’s presence in the press
to see if it has been portrayed in a more positive light.
to evaluate our success in raising the target markets interest in the h3,
the PUNCH team will track consumer reviews, monitor dealership traffic
and visitor interest in the H3, and monitor Web traffic on the H3 site.
hummEr: DrEam big
after extensive research and subsequent analysis, Punch determined
the best method for stimulating hummer h3 sales was through a wide-
reaching approach, expanding to new mid-size suv markets and target-
ing a more youthful crowd.
the creative execution of the Punch strategy is responsible for creating
advertisements and tweaking the brand image to reflect these changes.
advertisements will work to establish a lighter, more broadly appeal-
ing hummEr brand that appeals to active and youthful targets. more
specifically regarding the HUMMER H3, advertisements aim to estab-
lish the h3 as a perfect match for those with an active lifestyle who also
value success and standing out. additionally, because the primary mar-
ket reported she did not feel the h3 was a family car, advertisements will
make the h3 seem more family-friendly.
* reduce negative perceptions of the hummEr brand and revert
back to when hummEr had a cool brand image by positioning the
h3 as a desirable, capable and superior mid-size suv.
* spark interest and consideration of the h3 in target markets by
making an emotional appeal based on hummer’s image-based advan-
* long term: reinvigorate the popularity and desirability of suvs.
* female, age 30-34, married with children, household income of
$100,000-$150,000/year, educated, owns weekend home
* male, age 30-34, single, working for a fortune 500 company, income
of $100,00-$150,000, educated, active and adventurous, owns weekend
* male, age 65-69, married with children and grandchildren, retired, edu-
cated, active and youthful, nostalgic, owns weekend home
28. punch crEativE EXEcution
goals for creative messages
* soften the hummEr brand, to make it more inclusive of women
* Establish the hummEr h3 as a match for active lifestyles by con-
necting the notorious hummEr capability to the lives and activities
of our target audiences.
* focus on the h3’s unique style, coolness and superiority by empha-
sizing the h3’s desirability and dream-worthiness.
campaign theme: DrEam big
the Punch creative campaign will be executed under the umbrella
theme and slogan “Dream big,” positioning the hummEr h3 as a status
symbol and making the h3 more desirable and dream-worthy than all
other mid-size suvs. by highlighting the coolness, superiority, and capa-
bilities of the h3, our target audiences will become a part of this larger,
because the h3’s advantage over competition in the mid-size suv mar-
ket is image-based, the creative messaging will take a brand focused, soft
sell approach. the h3’s unique selling proposition is that while the h3
retains the luxurious and unique styling and off-roading capabilities of
previous hummer models, its decreased price and better mileage put the
h3 into a new mid-size suv class, making it the superior choice in that
this selling premise is encompassed in the creative campaign’s
“Dream big” theme on multiple levels:
* first, the idea of dreaming big reminds audiences that their dreams, or
goals, should be big and boundless, and the h3 epitomizes a big dream.
at the same time, by setting the agenda that audiences should “Dream
big” and dream for the h3, this positions the h3 as a dream-worthy
automobile and therefore, a status symbol consistent with the previous
high-status associations with the hummEr brand. the “Dream big”
theme portrays the h3 as the superior choice in the mid-size suv mar-
ket, with luxury, status and practicality.
* second, dreaming is an idealistic activity associated with children and
young people with their whole lives ahead of them, so the “Dream big”
theme connects to this idea of youthfulness, while encouraging audiences
to have unbounded dreams to appeal to success-driven individuals.
* additionally, on a more long-term, abstract level, the “Dream big”
theme references the actual size of the h3 and ultimate goal of working
to put suvs back in the forefront after a poor economy and environmen-
tal concerns brought criticism of large vehicles. our campaign aims to
work towards reinvigorating the demand for suvs to create a more fa-
vorable environment to market the h3 and other hummEr products in
the future. as consumers are switching to smaller vehicles, the “Dream
big” campaign helps to shed a positive light on a larger model and em-
phasize the benefits of an SUV unmatched by smaller vehicles, such as
the execution of the “Dream big” campaign theme takes two forms:
1. one aspect of the “Dream big” campaign illustrates the literal
dreaming and desiring the h3. Echoed in television commercials and
print advertisements, there is a warm-hearted dream theme that con-
nects with both the primary female and secondary male audiences.
images and scenarios of relatable people dreaming and daydreaming
is a literal connection to the “Dream big” theme.
2. fufill your fantasiEs: the second facet of the “Dream big”
message will be seen in several print, banner, and billboard advertise-
ments that take dreaming one step further under the tagline “fulfill
your fantasies.” instead using literal dreaming, these advertisements
play on commonly known fairytales and highlight their dream-like
aspects. the ethereal images reveal a softer side of the hummEr
brand, specifically targeting the primary female target audience,
the family market, and also appealing to children. the ads also re-
late to dreaming big because the fantasies that are portrayed are
typical fairytales often read by parents to children at their bedside
before putting them to sleep to dream. by playing off fantasies and
fairytales, the “Dream big” theme further beckons audience members
to chase their dreams and fulfill their fantasies.
the “Dream big” campaign theme captures the target markets by em-
phasizing the qualities of the H3 that both fit their youthful, active life-
styles and make the h3 dream-worthy. for example, for the primary
market, the h3 is portrayed more as a family car, with multiple adver-
tisements involving children and fairytales. the travel imagery, such
as a commercial showing a ski lodge, draws a parallel to the secondary
market’s lifestyle and desires. the tertiary market is nostalgic and will
be drawn in to the appeal of these ads when they are placed in his media.
The fairytale “fulfill your fantasies” spinoff will appeal most to the prima-
ry and tertiary markets because they are family-oriented. additionally,
their aesthetically pleasing qualities will have a wide appeal and will
also have the potential to become collectables. 29
30. punch crEativE EXEcution
* the overall aesthetic of the creative campaign shifts from literal to
* the image-based ads are all simplistic in design and vibrant in color
* the “Dream big” commercials take the theme of dreaming in a
literal sense by representing scenarios that different members of our
target markets can relate to.
* the “Dream big” print, billboard, and banner ads use the tagline
that “fulfill your fantasy” are connected through their whimsical
themes and aesthetic layout.
* the larger white margins on these print ads reveal a sense of fan-
tasy to the ads and show that the portrayal is a picture or a fantasy
situation. also, the lower case copy is less imposing and more visually
Tommy, 6-year-old boy, playing with a toy H3 in H3 driving through sand dunes.
the sand box. SFX: Sound of revving engine and wind.
VO: Tommy: “Vrrrm.”
Sounds of children playing in the background.
Tommy in the playground pushing his toy H3 H3 driving through flooded street.
though a puddle. SFX: Sound of car going through water.
VO: Tommy: “Splash.”
Tommy pushing his H3 toy over a mound of The back of an H3 driving away from the shot
grass in the playground. over a grassy field with the HUMMER logo and
VO: Tommy: “Vrrrm.” slogan appearing in the corner of the shot.
VO: Tommy: “Dream Big.”
Matt, 30, sitting behind his modest desk talks to Peter, Matt, in dream office, looks at a picture of his corporate
his older boss. Matt begins daydream. jet, then stares out the window and daydreams.
Audio: Everly Brothers – All I Have To Do is Dream.
VO: Peter: “Keep up the great work Matt, one day you’ll
be sitting in my office.”
View of the corporate jet, from the picture in his dream Matt at his private ski chalet with snow covered
office, flying in the sky. mountains and a ski lift.
Audio: Everly Brothers – All I Have To Do is Dream. Audio: Everly Brothers – All I Have To Do is Dream.
Matt’s dream H3 pulled up to Matt’s private ski chalet. Matt’s dream H3 with skis and snowboards to the back.
Audio: Everly Brothers – All I Have To Do is Dream. Audio: Everly Brothers – All I Have To Do is Dream.
HUMMER logo and slogan
Matt in original office wakes up from his daydream and
VO: Deep, male voice: “step one beings today.”
picks up an H3 brochure.
Audio: Everly Brothers – All I Have To Do is Dream
fades into ordinary office sounds.
Madison, an 11-year-old girl wakes up in her bed. Madison with an excited expression looks out the
VO: Madison: Yawning sounds. window and sees snow.
VO: Madison: “Snow day?”
Madison daydreams about skiing down a snowy Beth leans over Madison’s bed.
mountain with Beth, her 34-year-old mother. VO: Madison: “Mom, is it a snow day?”
Audio: Everly Brothers – All I Have To Do is Dream.
Madison and Beth chat in Madison’s bed. Close up of Beth’s face
VO: Beth: “No sweety…it’s never a snow day when you VO: Beth: “Let’s go skiing!”
have a HUMMER!”
Beth and Madison ski down a snowy mountain with HUMMER logo and slogan
their H3 in the background VO: Madison: “Dream big.”
34. Print ad
With the H3’s increased fuel efficiency and the luxury you
expect from HUMMER, your dreams can become a reality.
35. Print ad
With the H3’s increased fuel efficiency and the luxury you
expect from HUMMER, your dreams can become a reality.
36. Print ad
fulfill your fantasies
37. Print ad
fulfill your fantasies
38. Print ad
fulfill your fantasies
39. billboard ads
fulfill your fantasies
fulfill your fantasies
40. banner ads
sfX: tinKling fantasy bElls
music: Whimsical orchestral will play throughout the duration of
Primary marKEt: (mid-30s female voice) mirror, mirror on the
wall, who’s the most stylish of them all?
mirror: (late 50s male, british voice) Why the hummer h3, of
Primary marKEt: mirror on the wall, who’s the most capable of
mirror: Why, the hummer h3 again, of course!
anncr: With one-of-a-kind styling and functionality perfect for your
family, come see what hummer has to offer you. hummer: Dream
Primary marKEt: Who’s the most deserving of them all?
mirror: but of course, it’s you!
music: Playful instrumental music will play throughout the dura-
tion of the advertisement and will have a strong introduction.
young boy: (7-year-old boy sing-songy voice)
hickory Dickory Doon,
the h3 Drove over the moon,
out a volcano, through an igloo
Dream big and adventures come true.
anncr: (late 50s male, british voice) test Drive an h3 at your local
dealer and you will be automatically entered into the chance of a life-
time. Win a trip to hawaii, the icEhotel in sweden, or even a launch
to outer space.
young boy: hummEr: Dream big.
music: music has strong closing, signifying the end of the advertise-
42. punch mEDia Plan
the Punch h3 media Plan encompasses several forms of media in
order to correspond with the overall campaign strategy to diversify the
hummEr consumer market. the plan uses a wide variety of media that
will help stimulate interest among our target markets. Punch tai-
lored the messages to each target market and will reach these markets
through specific media selection.
Primary Secondary Tertiary
Women aged 30- Males aged 30-34 Couples aged 65-
• • •
Married with kids Retired
Look for status, Reinvigorating
utility & safety their youth
Works out of Active lifestyle
Enjoys sports and
home Rocky Mountains
• Enjoys standing
suburban town out
• Loyal sports fans
Looks to stand
reach and frequency goals
by using a variety of media including magazines, television, radio, inter-
net, billboards, newspapers and product placement, Punch estimates
its media plan will reach nearly 85% of its market. According to market
research, many mid-size suv consumers enjoy watching sports, espe-
cially football and hockey, so the advertisements on the super bowl and
nhl Playoffs will reach a large proportion of our secondary market. ad-
ditionally, due to the popular nature of these sporting events, the adver-
tisements on the nationally telecasted and extremely popular events will
reach many members of our primary and tertiary markets. also, as the
super bowl attracted 97.5 million viewers last year, the advertisements
will reach nearly half the country’s population with those ads alone.
as the h3 market is extremely active, advertisements will be most com-
mon during three pulsing periods prior to the outdoor seasons of winter
and summer. as our consumers are getting ready for the winter and
summer cabin seasons, the advertisements will stimulate interest and
sales. Punch expect that of our three target markets, consumers will
be exposed to our advertisements at least four times through our media
mix. The extra advertising within our five spot markets will increase the
likelihood that our targets will be reached. by using three pulsing pe-
riods timed with the seasons, we will not over saturate the market with
advertisements; rather we will stimulate interest in test-driving the h3,
resulting in increased sales.
Duration and scheduling strategies
Punch will launch the h3 media campaign in february of 2009 with
the beginning of its first pulsing period. This timing coincides with the
winter cabin season along with other outdoor winter sports. the launch
will start with the super bowl advertisements. additionally, the adver-
tisements on the nhl playoffs in april will help set the tone of the entire
media campaign. there will be advertisements throughout the entire
year; however, during the pulsing periods, there will be additional adver-
tisements, especially in the spot markets.
the next pulsing period will take place in may and June 2009, with the
onset of summer. consumer research showed that a majority of the h3
market uses cabins during the winter and summer months. as a result,
our increase in advertising in may and June may stimulate purchases as
consumers prepare for the summer cabin season.
the third pulsing period will take place in november and December
2009, prior to the onset of the winter season and the holiday gift-giving
season. these advertisements will be aimed at clearing out the year end
models, along with the holidays and winter outdoor activity. this period
will mark the end of our yearlong media campaign.
timing of the Day
both the primary and secondary markets are active and hard workers.
the primary market is very family-oriented and the secondary market is
business-oriented. in order to reach these markets, Punch will focus
advertisements during the commute hours for radio, and primetime for
television spots. Due to our primary and secondary markets’ busy sched-
ules, they are likely to relax and unwind in the evening, so Punch will
focus its television advertisements during the evening hours. 4% of the
Punch media budget, or $3.2 million, will go towards primetime ad-
vertising and half of that for late-night advertising. finally, the tertiary
44. punch mEDia Plan
market is less tied down by responsibilities, yet still tends to be enjoy-
ing the outdoors during sunlight hours, so the timing coincides with our
primary and secondary markets.
regional Emphasis and spot markets
the Punch media plan ultimately seeks to spread nationwide aware-
ness about the new H3; however, there are five spot markets of particu-
lar importance for our media campaign. media research shows that
increased media saturation within five urban centers will help reinforce
our campaign. The extra advertisements within these five cities will
target the wealthy urban dwellers along with consumers within the more
affluent outlying suburbs. PUNCH will focus on the following cities:
chicago Denver san francisco los angeles tampa bay
These five cities serve as particularly strong areas of concentration of our
target markets. Particularly, through market research we found the pri-
mary market living near chicago, the secondary near san francisco and
the tertiary near Denver. this is in part due to their occupations and
their activity level. We also chose tampa bay because it is the location of
the super bowl in 2009.
media selection criteria
the Punch media campaign incorporates a diverse variety of media to
match the diversification of the H3 market. We extensively researched
our targets’ demographics and psychographics. additionally, after under-
standing what kinds of people make up our target market, we were able
to conclude what type of media they use. We will attempt to reach our
entire market multiple times in multiple ways throughout our yearlong
campaign. With specifically tailored messages to our markets and well-
planned media placement, we plan on reinforcing hummEr’s unique
media selection rationales and budget Distribution
magazines --30% of expenditures-- $2.4 million
30% of our media budget will be used in placing advertisements in na-
tional magazines. magazines serve as an important form of entertain-
ment for much of our target market, especially the women in our primary
market. magazines are ideal because they have a high reproduction
quality and they are not fleeting. In total, we will reach 777.72 GRPs
through our magazine portion of our media campaign.
With the theme “Dream big,” people can expect to see a variety of adver-
tisements with the same theme. With a good campaign, this helps in-
crease the buzz around advertising, as people look for other examples of
advertisements. 12% of this advertising will be placed in general interest
magazines, which will likely reach all of our targets. 13% will be placed
in women’s magazines because media research shows that mid-size suv-
owning women read fashion and lifestyle magazines more than average.
the remaining 5% of magazine advertising will be placed in men’s maga-
market research led Punch to believe that most of our target consum-
ers use magazines for entertainment more than information. thus, we
chose magazines that follow the trends of our consumers’ hobbies and
interests. of the general interest publications, many go along with our
consumers’ interest in owning cabins and outdoor recreation.
simmons research showed that our primary market enjoys fashion maga-
zines. also, going along with our secondary market’s interest in sports
and fitness, the publications targeting men go along with that trend. We
plan to use the general interest magazines during the early stages of our
campaign to increase h3 awareness.
Punch will advertise in the sports magazines in conjunction with major
sporting events such as the super bowl and the nhl playoffs. for the
primary market, we will advertise at relatively constant levels through-
out the campaign. in total, we plan on advertising in 20 magazines
(listed below) all of which have extremely high subscription rates as well
as store-purchase rates. the magazines are listed in order of importance,
according to simmons research on what magazines mid-size suv own-
General Interest Women’s Magazines Men’s Magazines
National Geographic Cosmopolitan ESPN
• • •
Traditional Home Glamour
Town & Country In Style
Travel & Leisure Real Simple
Runners World Redbook
Outdoor Life Vogue
Time Magazine W Magazine
46. punch mEDia Plan
national television --total: 12% of media expenditures-- $9.6 million
12% of our media budget will be used for placing advertisements on na-
tional television. as americans watch more television, they are exposed
to more advertisements. our media plan seeks to stand out amongst
the highly saturated media market. Within national television, we plan
to advertise during primetime, sports and late night. as mid-size suv
owners are very interested in sports, we will allocate half of the national
television budget to advertising during sports programming. this does
not include special events such as the super bowl and the nhl playoffs,
as we have a separate impact media budget for those events.
because mid-size suv consumers are family-oriented and business-
oriented, they often find themselves unwinding after a long day while
watching primetime programming, so we allocated 4% of our budget to
such advertisements. also, simmons research showed that our consum-
ers watch quite a bit of late night television, so we will save 2% for ad-
vertising on late night television. We used simmons market research
information to find our consumers’ favorite television networks and show
types, so we included possible outlets and shows where we will advertise.
FOX NBC ABC National Sports
24 The Tonight Show Desperate Football
• • • •
with Jay Leno Housewives
American Idol Baseball
The Office Grey’s
cable television --total: 20% of media expenditures-- $16 million
through our market research, Punch found that our target markets
watch cable television more than network television, which is why we
designated 20% of our media budget here. cable television is especially
helpful for segmenting the target audience due to the specialized nature
of the content. We will tailor the messages to the particular markets
that watch certain networks. cable advertising will be relatively con-
stant throughout our campaign, due to the high cable viewing levels we
found among our target markets. We will use the entertainment cable
networks as well as information networks to effectively reach our target
markets. along with cable’s versatility, it has a relatively low cPP, which
means our larger budget allocation will have an especially high impact
on our ability to advertise there. again, the listed networks are in order
of importance, according to simmons data on mid-size suv owners.
Sports Entertainment News
ESPN HGTV CNN
• • •
ESPN2 Travel Channel Weather Channel
• • •
TBS Superstation CNBC
USA Network Fox News Channel
radio --total: 7% of media expenditures-- $5.6 million
Punch found that our targeted consumers listen to the radio above av-
erage. Due to the target market’s busy schedules, we believe drive times
(to and from work) will be the best times to advertise, so 5% of our radio
budget will be used during these times. the remaining 2% will be allo-
cated for nighttime advertising. simmons data shows that our markets
listen to the radio at night regularly. our tertiary market is a likely tar-
get for night radio advertising, and the secondary market is likely to hear
our advertisements during drive times from the outskirts of the city into
their offices downtown. When properly used, radio advertisements can
be the most successful, as they allow the consumer to draw a mental im-
age, which helps them remember commercial messages. We will use our
fairytale portion of the “Dream big” campaign on the radio spots because
it lends itself to creating mental images, or dreams. also, this will be in
conjunction with fairytale billboard advertisements on the heavily traf-
ficked freeways into our five spot market cities.
internet --total: 3% of media expenditures-- $2.4 million
market research showed that almost 100% of our target markets use the
internet everyday. We found that the most common uses were for bank-
ing, financial information, news/weather, sports and downloading music.
also, internet advertising lends itself well to advertising high involve-
ment products, such as the h3. a successful internet advertisement
will lead the consumer to the hummer Web site where our targets can
learn more about the unique features of the new h3. simmons research
showed that our markets more than average find banner ads useful.
Also, keyword advertising can be a helpful source of Internet traffic. This
will be particularly useful during our special advertising segments on the
super bowl and the nhl playoffs. 47
48. punch mEDia Plan
research shows that successful super bowl advertisements lead to viral
marketing, whereby consumers show other consumers the ads, which
leads to more buzz. for this reason, our pulses on the internet will coin-
cide with television advertising. We will place banner advertisements on
important web sites, such as espn.com, weather.com, and cnn.com. our
keyword advertisements will go along with “super bowl,” “luxury suv,”
and “nhl Playoffs.”
outdoor --total: 5% of media expenditures-- $4 million
Punch has created several outdoor billboard advertisements that coin-
cide with radio advertisements. They will be placed within our five spot
markets on busy highways and near car dealerships. the simple mes-
sages will lend themselves to successful outdoor advertisements and will
be reinforced with radio advertising. because we are only placing bill-
boards in five cities, this will be relatively inexpensive compared with the
increased reach we will gain.
Chicago Tampa Bay San Francisco Denver LA
I90 I275 US101 I70 I10
• • • • •
I94 I4 I280 I25 I405
• • • • •
national newspapers --total: 3% of media expenditures--$2.4 million
because newspapers are still a very popular source of information for
interested car shoppers, we will allocate 3% of our budget to place adver-
tisements in major newspapers. We will especially use newspaper adver-
tising during the holidays, and year-end close outs. People seek year-end
car sales, which often lead them to look at newspapers, so we will place
ads in major newspapers during this time. media research shows that
newspaper readers tend to be older and more educated, which coincides
with our tertiary market. simmons data showed that our target markets
most commonly use (in order of importance):
chicago sun times houston chronicle los angeles times
usa today new york times Wall street Journal boston globe
movie theatre advertisements--total: 4% of media expenditures--
Punch will place advertisements before major motion pictures during
our yearlong campaign. We will feature movie theater advertisements in
featured films during the summer and holiday seasons, when attendance
rates at movies are high.
impact media--total: 11.53% of media expenditures-- $9.23 million
market research showed that mid-size suv owners are very interested
in sports, especially nfl football and nhl hockey. in order to make a
splash at the onset of our media campaign, we will place advertisements
during the 2009 tampa bay super bowl. We are allocating 7.42% of our
budget to this event alone. the super bowl is watched by nearly half
of the population of the united states and the commercials tend to be a
very popular point of discussion in the weeks following. for this reason,
we plan to start off our campaign strong by placing advertisements dur-
ing this major sporting event.
second to nfl football, our consumers are heavy nhl hockey fans.
this is a somewhat specialized market, so we thought it would be an
excellent way to zero in on our target market. We will place advertise-
ments during the nhl Playoffs when more hockey fans will be watch-
ing. because of the sports utility provided by the h3, we will be able to
strongly market the h3’s capabilities to sports fans during their favorite
Product Placement--total: 4% of media expenditures-- $3.2 million
We allocated 4% of our budget to product placement in a major motion
picture. because of the increasingly cluttered advertising environment,
product placement is a unique way to show the h3 in action. because
we have to sign a deal with a movie production company early, we plan
on working with the crew of iron man 2. iron man was a very popular
action movie amongst children and families alike. for this reason, we
think it will be an excellent way to target our primary and secondary
markets and even the tertiary market if they take their grandchildren to
the movies. iron man 2 will be released to theaters in may 2010, which
is soon after the end of our yearlong media campaign. this will be an
excellent cap to the campaign because throughout our various advertise-
ments, we will inform people about the h3’s capabilities, and they will all
be displayed during the movie.
contingency fund--total: 0.47% of media expenditures-- $373,920
the remainder of the media budget will be reserved in a separate contin-
gency fund. this money will be reserved for any additional unplanned
advertising or Pr activities, or donations. 49
50. punch mEDia Plan
Punch media Plan Punch Media Plan
Feb. March April May June July Aug. Sep. Oct. Nov. Dec. Total
94 62 83 73 62 62 62 62 62 94 62 778
Interest 21 11 11 21 11 11 11 11 11 21 11 151
Women's 45 45 45 45 45 45 45 45 45 45 45 495
Men's 28 7 28 7 7 7 7 7 7 28 7 140
National TV 57 57 57 57 57 285
Primetime 19 19 19 19 19 95
Sports 25 25 25 25 25 125
Late Night 13 13 13 13 13 65
Cable TV 144 126 126 126 126 648
126 108 108 108 108 558
18 18 18 18 18 90
174 174 174 174 174 174 174 174 174 174 174 1914
Times 125 125 125 125 125 125 125 125 125 125 125 1375
49 49 49 49 49 49 49 49 49 49 49 539
Internet 280 280 560
Banner Ads 267 267 534
Keyword 14 14 28
Outdoor 114 114
cities 114 114
Newspapers 25 49 74
13 13 13 39
100 72 172
Super Bowl 100 100
NHL Playoffs 72 72
52. punch Public rElations Plan
Punch has performed extensive research in order to make assessments
concerning the public’s opinion of the h3 and judgments of the hum-
mEr brand. Punch analyzed articles in the media, public opinion sur-
veys, fan groups, and anti-hummEr groups. additionally, we conducted
a survey to find out what the public values in an automobile and what
information they already knew about the h3. by gathering and evaluat-
ing this data, we were able to determine where the hummEr’s image is
flawed and how we can promote the H3 in a positive light.
Problem Reason The HUMMER Effected PUNCH
Pressure to Political and “Gas Guzzlers” Feel ashamed Highlight H3’s benefits
“Go Green” Media Influence “Selfish” Lower Sales
Foreign Less sales for “Unnecessarily large” Dealerships facing a - Differentiate the H3 from H2 and
Competition SUVS, no new decline in profit SUV competitors
and Hybrid cars margins - Tailor to Targets
- Show why it is good for their image
A Downward Complex “Not an essential Facing lowered - Bring consumers into the dealerships
Economy purchase” annual sales - Find interesting ways to inform
the biggest obstacles for the h3 are its image and its resulting consum-
ers’ unwillingness to purchase. considering these hurdles, Punch has
developed a list of objectives and solutions that will combat the obstacles
and solve the problems. Punch seeks to:
* raise target interest and encourage consideration of the h3
* change the public’s perception of the hummEr brand, and reestab-
lish it as a selfless luxury vehicle
* Differentiate the h3 from other competitors by branding it as a car
that can be associated with an active and exciting lifestyle
* reverse hostile feelings toward the hummEr brand with chari-
table events and partnerships
Punch will increase interest in the h3 with lavish events, exciting
giveaways, and adventurous vacations. by reminding stakeholders why
they bought their hummEr, and bringing in new consumers to an es-
tablished and loyal community, the brand will have rejuvenated strength.
changing the image
PUNCH will emphasize the benefits of the H3 and steer consumers away
from its flaws. The H3 will create general goodwill, by expanding its part-
Public rElations Plan
nerships with stakeholders who already hold a good image in the public
eye. additionally, by donating h3s to people who are in need, Punch
expects the public to associate the h3 with generosity, as opposed to self-
charity and sponsorships will give back to the community, giving the
h3 a softer image than its ancestors. this will help pull in the market
of younger families for whom we’ll aim. at the same time, Punch will
highlight the adventure that comes along with driving a hummEr. by
holding events, and giving away vacations, we will build upon this ben-
one of h3’s primary targets is the younger mother of a family that has
a household income of around $100,000 or more per year. she is edu-
cated and has enough disposable income to maintain a weekend home
that suits her active lifestyle. she likes to show off her style, but the well
being of her children is her chief concern. according to Punch’s phone
interviews, she considers herself active, adventurous and youthful at the
same time. she looks up to celebrities or politicians who make their life
about philanthropy and service.
the h3’s secondary market focuses on young, adventurous bachelors
with comfortable incomes. he is in his 30s and wants to have a good time
during his weekends. this active target enjoys time outdoors. he wants a
car that appears powerful but at the same time is attractive to others. he
wants to stand out and look good.
The secondary focus aims at the general public and more specifically
stakeholders, including hummEr owners, dealerships, and employees.
currently, the general public holds concerns about the economy and the
important issues to our targets
* brand Distinction
54. punch Public rElations Plan
Opinion Management and Influence
In order to fulfill objectives, PUNCH will provide exclusive giveaways,
host charitable events, and also events that maintain the hummEr’s
image as an adventurous vehicle. luxurious getaways will appeal to the
targets that seek adventure and luxury. charitable events will generate
good publicity, restoring hummEr’s positive image.
interactive and informative Web site
the internet is integral for consumers researching new car purchases.
Punch will create an interactive and informative Web site, where
consumers can go to learn anything they want about the h3. the site’s
contents will be organized depending on who visits it. it will also act as
a research module, by asking the site visitor a few questions about him-
self first in order to customize the web site according to his needs. Some
sample questions might be:
* are you male or female?
* how old are you?
* What is your marital status?
* how many children do you have?
* What brings you to our web site?
* Do you own a hummEr?
Depending upon the answers, the site will be sorted according to what is
important to its visitor. the visitor will also have the option to skip the
questions. instead of a Web site full of standard facts and photographs,
the h3’s web site will be much more interactive. visitors would be able
to take a quiz to find out what kind of HUMMER suits them best, and
what extra features they should order. stakeholders might take another
quiz to prove how much they know about the hummEr brand, and the
differences of the h3. visitors can make additions to an interactive map,
showing routes they’ve traveled in their h3. also, visitors can take a vir-
tual test drive of the h3 in exotic destinations. this “test drive” would be
similar to a racing video game, except designs for a much smoother ride.
big Dream chasers’ festival – summer tour
Punch will plan a summer tour entitled “big Dream chasers’ fes-
tivals.” the tour, which will be held in stadiums throughout the u.s.,
includes 12 weekends of off-roading, racing competitions, prizes, and a
tradeshow. at the festivals, hummEr owners will camp out around the
Public rElations Plan
stadiums, and enjoy an exhilarating atmosphere complete with live mu-
sic, barbequed food, and adventure.
HUMMER owners will be notified of the event by email, using the con-
sumer database. additionally, hummEr and its national, regional, and
local hummEr enthusiast groups will supply information on their sites.
national media, as well as local media near the stadiums will be provid-
ed with a press release, in hopes of generating massive publicity.
Punch will supply dealerships located within 100 miles of each stadium
with information for customers. interested attendees would purchase
tickets on hummEr’s web site or at their dealership. the festivals will
be held in the following stadiums and on the following dates:
Florida Citrus Bowl Orlando, FL June 5 - 7
Reliant Stadium Houston, TX June 13 - 15
Angel Stadium Anaheim, CA June 19 - 21
Time Warner Cable Arena Charlotte, NC June 26 - 28
Izod Center East Rutherford, NJ July 3 - 5
Roberts Stadium Evanville, IN July 10 - 12
Metrodome Minneapolis, MN July 17 - 19
Tacoma Dome Tacoma, WA July 24 - 26
US Bank Arena Cincinnati, OH July 31 - Aug. 2
Pepsi Center Denver, CO Aug. 7 - 9
Mellon Arena Pittsburgh, PA Aug. 14 - 16
Arco Arena Sacramento, CA Aug 21 - 23
the Punch line
creating unity and strengthening brand loyalty among hummEr con-
sumers is key during a time period when the suv market is struggling.
also, the tour will encourage old and establish new brand communities
the events aim to reinforce the reason consumers bought their hum-
mEr, and the tradeshow should even encourage them to upgrade to the
h3. the festivals emphasize an exciting time in the outdoors – something
all hummEr fans value. additionally, this event appeals to the second-
ary market of the active, young bachelor. this target has free weekends
to go out and bond with others like him, and this event presents the
perfect opportunity to do so. the festivals will be held near large cit-
ies throughout the united states, so hummEr owners will not have to
travel too far to attend.
56. punch Public rElations Plan
big Dream suv – make a Wish Week
Punch will build upon gm’s sponsorship of make-a-Wish foundation.
HUMMER will produce an H3 “Dream SUV” specifically to deliver wish-
es to children with life-threatening illnesses. the h3 will be painted blue
and covered with sparkling stars to allow for partnership recognition of
both hummEr and make-a-Wish. after the child is delivered the gift,
the family of the child is allowed to keep the car to travel anywhere in
the u.s. for one week.
“Dream big Week” will last a full year, one wish per month, delivering
wishes to 12 children. Punch will focus especially on families in the
midwest and West.
three weeks prior to the inaugural “Dream big Week,” Punch will work
with the staff of make-a-Wish foundation to distribute a press release
announcing the plan. Punch will also send the releases to local media
in the areas in which children are receiving wishes.
the Punch line
a primary target of the campaign is the mother of a family with and
income of $100,000 or more. sponsoring “Dream big Week” with make-
a-Wish foundation will appeal to her because she will relate it to her
own family. it in turn lends the h3 to a softer image. it also gives off the
image that with an h3, a person can do anything.
Punch hopes this plan will inspire and give hope to a struggling child,
stimulate a fun adventurous family weekend and promote a safe and self-
less image to the families of america.
Dream big bids and Wishes – make a Wish auction
in addition to the Dream suv, Punch will plan two auctions sponsored
by hummEr in which proceeds would go to make-a-Wish foundation.
both auctions, one in chicago and another in los angeles, will be held in
the beginning of December. hummEr owners that live in either one of
these areas will receive an invitation, by e-mail, to the event. addition-
ally, Punch will provide a press release to local media, and hold a press
conference providing specific details. PUNCH will seek out donations for
the bidding items. some types of prizes would be a spa package, dinner
at a fancy restaurant, jewelry, signed memorabilia, sporting tickets, etc.
in return, the donors will be allowed to advertise their business at the
auction. all of the items will be items that wealthier families could enjoy.
at the end of the night, hummEr will donate an h3 to be bid upon.
Wine and hors d’œuvres will be served to guests.
Public rElations Plan
the Punch line
Punch believes that the auction will appeal to h3’s targets, both the
single male, and the mother of an upper-middle class family. the prizes
will be suited to their tastes, and will inevitably attract them to the auc-
tions. additionally, the auction works to better h3’s image as a caring
brand since proceeds are going to make-a-Wish foundation. the event
emphasizes what the H3 seeks to be – a selfless luxury.
the auctions will be held in the beginning of December since it is the
“season for giving.” With holidays coming up, consumers are more likely
to spend money, buy gifts, and be in a giving mood.
Dream big, Party hard – super bowl after Party
super bowl Xliii – february 1, 2009
the castle night club – tampa, florida
Punch wants the h3 to kick off the year with an event that will not
only stand out, but also excite as many
people as possible. to accomplish this
task, hummEr would sponsor a super
bowl after Party. the a-list of special
guests will include top athletes, and
performances by hot musicians. cel-
ebrating in style is important to our
targets, so the party will be compli-
mented with champagne and gift bags.
PUNCH will create a raffle and announce 10 winners during the half-
time show. Each winner will be provided two free tickets to the event. to
get the word out beforehand, Punch will place information on the web
site for the super bowl, on the h3 Web site and also create a temporary
Web site specifically for the party. Interested attendees will be provided
contact information on who to reach to purchase tickets.
the Punch line
this event would be appealing to the primary target. Punch’s research
showed that this target felt distinction, style and luxury were very im-
portant. this prestigious and high-class event will allow the target to
associate the hummEr brand with this theme. additionally, announcing
raffle winners during the half-time show would allow gain the attention
of sports fans and super bowl attendees.
the media department has jumpstarted the h3’s advertising campaign
with the super bowl, and the party will help to reinforce this big kick-
58. punch Public rElations Plan
Dream big getaway – Exclusive vacation giveaways
Drivers of the hummEr are status-oriented adventure-seekers. because
hummEr drivers are people who like to “go big or go home,” Punch
has decided to fulfill their extravagant desires. On the last day of June,
July and august, Punch will give away exciting trips to hawaii, swe-
den, and outer space.
a family of four will travel to hawaii and their trip will include roundtrip
airfare, a 6-day stay in a renowned fam-
ily hotel, Winners can tour volcanoes and
waterfalls, a fishing trip, a spa day, and
the adventure in sweden will be at the
icehotel, known for “its unique concept,
its fantastic works of art, and its extraor-
dinary experiences.” the winner and a
guest can go on snowmobile rides, par-
ticipate in ice sculpting class, eat dinner
in a starlit wilderness, and go skiing and snowboarding.
the third and grand-prize winner will
win a trip to outer space. this prize
would mark a first for corporation give-
aways and Punch expects it to generate
a great amount of press coverage. the
winner will have an inimitable experience
on his flight on Richard Branson’s Virgin
to be eligible for each getaway, par-
ticipants must test-drive an h3. While
journalists at national newspapers will
receive information of the promotion in
a press kit and at a conference, Punch
will remind consumers with billboards
strategically placed close to the dealer-
ships. additionally, Punch will pro-
duce a radio advertisement, reminding
consumers to stop by their local hum-
Public rElations Plan
the Punch line
the three getaways will generate buzz for hummEr, especially the
grand prize, because it is the first time a corporation has sent a person
off the planet. the trips also align with the hummEr’s brand image of
adventure and thrill seeking.
Whether consumers purchase an h3 or not, bringing them into the
dealership will allow salesmen to inform and persuade. according to a
PUNCH survey, 58.2% of participants did not know the difference be-
tween an h2 and h3. additionally, when they received information about
the benefits of an H3 compared to other luxury SUV competitors, 45.2%
said they would consider purchasing it.
Dream big – collectors’ Posters
Punch will create limited edition poster-sized models of the “Dream
big” print advertisements. the posters will be sold on the new Web site.
a new poster will be released each month. Punch will create 10,000
posters for each ad.
the Punch line
Punch hopes to facilitate the collection of these advertisements. be-
cause the ads feature different fairytales, Punch believes children will
be attracted to them. following the success of absolute ads, and milk
ads, Punch will generate buzz and publicity for the h3 in much the