Chrysler Digital Strategy

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Digital Strategy for ADV 420

Digital Strategy for ADV 420

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  • Target AudienceMy plan is to strategically shift the focus to younger and more diverse demographics, such as multicultural groups (Hispanics, African Americans, and Asians) Chrysler 200 & 300Men and women (with focus on men) 25-34, sophisticated professionals, urban Chrysler Town and Country Parents (with a focus on mothers) 30-42 with young children
  • Key Performance Indicators Increase webpage visits, which will translate into increased car sales Encourage positive feelings when it comes to Chrysler through social media Build on Chrysler’s presence online Engage younger and more diverse demographics The success of this campaign will be measured based on number of comments and submissions It will also be measured based on search engine optimizationChrysler’s keyword ranking Increase Chrysler’s twitter followers Chrysler’s Facebook fans and subscribers Number of visits on their webpage per weekPromotion of the campaign will be vital to the success. Increase awareness with effective SEO.
  • The Big Idea – The Campaign “Seek something better” Give a human-like aspect to the brandHave people post stories, pictures, and videos illustrating their favorite Chrysler moment on social media sites Allow people to interact with the brand through online testimonials. They can post both positive and negative experience on them in order for Chrysler to find out what they are doing right and need to work on the goal of improving themselves Sell the Chrysler name, rather than the individual cars “Seek something better” is the name of this campaign because Chrysler wants focus on younger demographics, which means they needs market themselves as fresh and better than everything else out there. Consumers are more likely to adopt a product if it makes them feel special and ahead of the curve. Campaign will run for about 6 months Social media professional will gauge interactions and make changes as needed
  • Utilize Google AdWords, this will increase traffic to Chrysler’s webpage by making Chrysler’s name more common in Google searches Chrysler will have people post pictures of their favorite Chrysler moment on Twitter and Instagram and ask them to hashtag “favorite Chrysler moment” Visibility is important for this campaign so giving Chrysler a standout logo that will grab people’s attention Ask people to post their Chrysler stories on social media sites. If people are going to share the product, they need to be able to tell its story. That can be as simple as a clear statement about what the product does, or as complicated as a really interesting origin story.
  • The budget was calculated on http://digitalmarketingcalculator.com/Cost of webpage was calculated on http://www.websitehomework.com/website-design-cost-calculator.html

Transcript

  • 1. By: Nora Oliver
  • 2. Outline3. Introduction4. Target Audience5. Key PerformanceIndicators6. The Campaign7-8. Tools & Tactics9. Budget10. Summary
  • 3. Chrysler’s Seek Something BetterWho are we? And what do we want to do? • Chrysler is one of the largest and most well- known automotive companies in the world. • For us to properly market ourselves to the public, we need our strategies to be fresh and diverse. • Chrysler owns Jeep, Fiat, Dodge, and of course Chrysler. • The goal of the campaign is to expose Chrysler’s brands, while making sure they appeal to a younger/more diverse generation.
  • 4. Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics Indicatorso Diverse demographicso Young Adults - Men and women (25-34 years of age)o Parents (with a focus on mothers) 30-42 years of age with young children
  • 5. Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics Indicatorso Increase webpage visitso Engage younger and more diverse demographicso Success will be measured based SEOo Promotion of the campaign will be vital to the successo We will increase awareness with effective SEO
  • 6. Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics Indicatorso Our campaign “Seek something better” – focusing on younger demographics, therefore, we need to market Chrysler as fresh and better than the competitiono Campaign Goals: o Expose the Chrysler brand o Increase Chryslers customer base o Increase sales
  • 7. Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics Indicators o The main tools for this campaign will be in form of social media outlets. o We will use outlets such as Twitter, Instagram, Facebook, Vine, Pinterest, and our blog and webpage. o Facebook and Twitter will be used to keep customers informed o Our blogs and webpage will be used to for reviews, answer questions, and promoting the Chrysler brand o Twitter, Instagram, Pinterest, and Vine will be used for contests
  • 8. Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics IndicatorsSocial Media Contest:o Ask people to post their Chrysler stories on social media sites. o If people are going to share the product, they need to be able to tell its story. o That can be as simple as a clear statement about what the product does, or as complicated as a really interesting origin story.
  • 9. Chrysler’s Seek Something Better Budget Plan Budget = $25 million Digital marketing budget = $32,000 per month• SEO (Search Engine Optimization) = $3,200 per month • PPC (Pay Per Click) = $19,200 per month • Social Media = $4,800 per month • Email = $1600 per month • Mobile = $1600 per month • Content = $1600 per month Incentive to post their favorite Chrysler moment • $100 to the people with the best postsPay people to monitor Chrysler’s social media accounts Cost of webpage ~ $5650
  • 10. Summary Through the “Seek Something Better” campaign, we plan to reach a younger, more diverse target market. This will be carried out through social media because young adults gravitate towards it and use it on a daily basis. We believe that Chrysler will be able to meet its goals while at a limited budget.