MANNJ PARAMOUNT <br />Introducing…<br />IMC Campaign<br />
Mission<br />
Introduce college students to GM college discount program incentives, and maintain them as brand loyal consumers for the f...
Creative Brief<br />
Our Target Market<br />Tech Savvy<br />Feisty<br />Socially Connected<br />Committed<br />Age: <br />18-24<br />Active<br ...
Market Research<br />
“Don’t even bother getting a hold of me, I’ll be tailgating” <br />“I do it all”<br />Welcome to my busy lifestyle…- Gen Y...
“I’m a Cadillac CTS.”<br />U can B a GM 2.<br />Find out what you can be @ GMCollegeDiscount.com<br />
Media Strategy<br />
MediaStrategy<br />Internet<br />Sites: <br /><ul><li>Facebook
Twitter
 Myspace
Woodward </li></ul>  Dream Cruise<br /><ul><li>GM</li></ul>Sponsorships<br /><ul><li>Dream Cruise </li></ul>Other<br /><ul...
Music Events
Textbook Inserts</li></ul>Events<br /><ul><li>Auto Shows
Tailgating
Advertise in previews
Campus Auto Shows</li></li></ul><li>Events & Sponsorships<br />
Auto Shows<br />Vast Exposure<br />1.2M in New York, 2008<br />650K in Detroit, 2009<br />Minimal Cost<br />Use current GM...
Coming To A College Near YouCampus Auto Show<br />GM<br />College Discount Pricing Incentives<br /><ul><li>Brochures
Test Drive
Chotchkes
Corporate Sponsors
Beverages</li></ul>CADILLAC CTS<br />CHEVROLET MALIBU<br /><ul><li>Texas
USC
Penn State
Alabama
 Stanford
Iowa
LSU
Harvard
Princeton
Columbia
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GM IMC Campaign-Universityof Michigan Dearborn Top Submission

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  • Here are some images that display the diverse customer base that we are targeting.
  • This slide is very busy just like a college students life. Some of the quotations are verbatim comments from our survey, others are comments taken from students online facebook, and other social networking sites.
  • Understand our target and help them find the perfect match.Message: There’s a GM car for everyone and now with the GM College Discount, hard-working students can discover what kind of car is the perfect match for them.
  • Bullet points about the multi threaded method that we are going to peruse to reach our target market.
  • Using partnerships with a popular college student company (ie. Redbull or Monster Energy) we will host Auto shows on campus, featuring cars that are eligible for the student discount as well as some giveaways. Students will be able to sign up for a discount coupon onsite as well as enjoy interacting with the cars and trucks on display all the while enjoying complimentary beverages or food.The schools mentioned are the largest enrolled campuses in the United States as well as some others of high interest.
  • Billboards for the campus auto show will advertise just outside of the largest enrolled campuses
  • Again… its about making the connection with the customer!
  • Provide informational advertising about GM &amp; U Program before theatrical trailer previews. Distribute handouts along with tickets. Supply branded refreshment packaging.
  • GM wants to hang out and connect with Generation Y. The goal here is to fill up GM vehicles (pickups &amp; SUVs) and place on campuses for tailgating. GM promoters will be grilling hot dogs and hamburgers.Televisions will be set up to watch other ongoing games simultaneously.Its all about being creative when exposing your brand!
  • Communicate with bookstores at these specific colleges to insert advertisement in textbooks
  • Demographics is key here. College students look forward to events like Lollapalooza and Rothbury each year.This is a HUGE opportunity.
  • GM will be bold. There will be campground sites that will be reserved at Lollapalooza as well as Rothbury Festival for a stage with a Chevy Malibu (for the giveaway).Booths will be reserved to hang out with the college students and talk to them about the discount program
  • Internet usage is growing rapidly!!!!Accessibility: EVERYWHERE
  • Difficult generating results when typing in college “car” discountsSEO will help.
  • Social Media is NOT a fad Click here  http://www.youtube.com/watch?v=pkGIBIuiZcI
  • Alexa traffic rank: The rank is calculated by using a combination of average daily visitors and pageviews over the past 3 months.The site with the highest combination of visitors and pageviews is ranked #1.
  • In March 2009, a Nielsen.com blog ranked Twitter as the fastest-growing site in the Member Communities category for February 2009.
  • Total approximate costs= 1.5 million Budget
  • The opportunity is there, its about starting now.
  • GM IMC Campaign-Universityof Michigan Dearborn Top Submission

    1. 1. MANNJ PARAMOUNT <br />Introducing…<br />IMC Campaign<br />
    2. 2. Mission<br />
    3. 3. Introduce college students to GM college discount program incentives, and maintain them as brand loyal consumers for the future<br />
    4. 4. Creative Brief<br />
    5. 5. Our Target Market<br />Tech Savvy<br />Feisty<br />Socially Connected<br />Committed<br />Age: <br />18-24<br />Active<br />Competitive<br />Bold<br />Ambitious<br />
    6. 6. Market Research<br />
    7. 7. “Don’t even bother getting a hold of me, I’ll be tailgating” <br />“I do it all”<br />Welcome to my busy lifestyle…- Gen Y<br />“Booked my NYC Flight”<br />“Finally get to go to Bikram yoga”<br />“Just registered in the Chicago Triathlon”<br />“I wish there was 35 hours in a day, there’s too many things to do”<br />“I’m feeling artsy, I’m feeling the DIA”<br />“I want to eventually start my own company and be a boss lady”<br />“Hit the books, finish up my paper, out for dinner, drinks and dancing… AYO”<br />“Someone has tickets to Lollapalooza, that someone is me!!!!”<br />90% use the internet to conduct research<br />“C’mon fantasy football teams!”<br />- Lifestyle research, according to Facebook & Surveys<br />
    8. 8. “I’m a Cadillac CTS.”<br />U can B a GM 2.<br />Find out what you can be @ GMCollegeDiscount.com<br />
    9. 9. Media Strategy<br />
    10. 10. MediaStrategy<br />Internet<br />Sites: <br /><ul><li>Facebook
    11. 11. Twitter
    12. 12. Myspace
    13. 13. Woodward </li></ul> Dream Cruise<br /><ul><li>GM</li></ul>Sponsorships<br /><ul><li>Dream Cruise </li></ul>Other<br /><ul><li>Billboards
    14. 14. Music Events
    15. 15. Textbook Inserts</li></ul>Events<br /><ul><li>Auto Shows
    16. 16. Tailgating
    17. 17. Advertise in previews
    18. 18. Campus Auto Shows</li></li></ul><li>Events & Sponsorships<br />
    19. 19. Auto Shows<br />Vast Exposure<br />1.2M in New York, 2008<br />650K in Detroit, 2009<br />Minimal Cost<br />Use current GM booth location<br />Activities<br />Young brand representative, informational brochures. Interactive computer access to build cars and receive quote with college discount<br />included.<br />Detroit<br />Jan. 11-24<br />2010 <br />Chicago<br />Feb. 10-21<br />2010 <br />New York<br />April 2-11<br />2010 <br />Los Angeles<br />Nov. 19-28<br />2010 <br />Los Angeles<br />Nov. 19-28<br />2010 <br />
    20. 20. Coming To A College Near YouCampus Auto Show<br />GM<br />College Discount Pricing Incentives<br /><ul><li>Brochures
    21. 21. Test Drive
    22. 22. Chotchkes
    23. 23. Corporate Sponsors
    24. 24. Beverages</li></ul>CADILLAC CTS<br />CHEVROLET MALIBU<br /><ul><li>Texas
    25. 25. USC
    26. 26. Penn State
    27. 27. Alabama
    28. 28. Stanford
    29. 29. Iowa
    30. 30. LSU
    31. 31. Harvard
    32. 32. Princeton
    33. 33. Columbia
    34. 34. Michigan State
    35. 35. U of M
    36. 36. Ohio State
    37. 37. Northwestern
    38. 38. Purdue
    39. 39. Florida
    40. 40. New York University
    41. 41. UCLA
    42. 42. Yale
    43. 43. Notre Dame</li></ul>CHEVROLET CAMARO<br />
    44. 44. Billboards<br />U of M<br />CAMPUS <br />April 13, 2010<br />
    45. 45. “I’m a Chevy Cobalt.”<br />U can B a GM 2.<br />Find out what you can be @ GMCollegeDiscount.com<br />
    46. 46. In-Theater Commercials<br />Attentive audience, large screen, repeat showings. About 3,000 viewers a day at a typical US theater.<br /><ul><li> Pirates of the Caribbean 4 - Spring 2010
    47. 47. Green Zone - March 2010
    48. 48. A Nightmare on Elm Street - April 2010
    49. 49. Iron Man 2 - May 2010
    50. 50. The A-Team - June 2010
    51. 51. Twilight: Eclipse - June 2010
    52. 52. The Other Guys - August 2010
    53. 53. Saw 7 - October 2010
    54. 54. The Hangover 2- 2011</li></ul>Get your discount today online at<br />www.GMcollegediscount.com<br />
    55. 55. Woodward Dream Cruise<br /><ul><li>August 21, 2010
    56. 56. Business Sponsorship
    57. 57. Website presence
    58. 58. Millions of views annually
    59. 59. Woodward Newspaper
    60. 60. 150,000+ views
    61. 61. Dream Cruise Map
    62. 62. 100,000+ views
    63. 63. Onsite demo booths
    64. 64. Information about program
    65. 65. Live entertainment for attention grabbing</li></li></ul><li>Tailgating Events<br /><ul><li>Texas
    66. 66. USC
    67. 67. Penn State
    68. 68. Alabama
    69. 69. Cincinnati
    70. 70. Iowa
    71. 71. LSU
    72. 72. Michigan
    73. 73. Notre Dame
    74. 74. Ohio State
    75. 75. Michigan State
    76. 76. Northwestern
    77. 77. Purdue
    78. 78. Florida</li></ul>Activities:<br />Grilling <br />Beverages<br />Television<br />Car displays<br />
    79. 79. Other<br />
    80. 80. Textbook Inserts<br /><ul><li>Texas
    81. 81. USC
    82. 82. Penn State
    83. 83. Alabama
    84. 84. Stanford
    85. 85. Iowa
    86. 86. LSU
    87. 87. Harvard
    88. 88. Princeton
    89. 89. Columbia</li></ul>U Can B a GM<br /><ul><li>Michigan State
    90. 90. U of M
    91. 91. Ohio State
    92. 92. Northwestern
    93. 93. Purdue
    94. 94. Florida
    95. 95. NYU
    96. 96. UCLA
    97. 97. Yale
    98. 98. Notre Dame</li></ul>gmcollegediscount.com<br />
    99. 99. Chevy offers more fuel efficient models than Honda and Toyota…. Its about time everybody knows it…<br />
    100. 100. Green and in the Scene<br />August 6-8, 2010<br />Grant Park, Chicago<br />2009 Reach: 160,000<br />July 4th Weekend<br />Rothbury, MI<br />2009 Reach: Approx 34,000<br />Demographics<br /><ul><li>Age: 50% 18-34
    101. 101. College Grads & graduates: 64%</li></li></ul><li>BE BOLD<br />GM in the Green Scene<br />Booths<br />Location: <br />Green Street<br />Hybrid Test Drive<br />Sponsor a stage<br />For a Chevy Malibu Giveaway<br />
    102. 102. Internet<br />
    103. 103. Search Engine Optimization<br /><ul><li>Improve search results through natural methods.
    104. 104. Page links from www.gm.com
    105. 105. Submitting indexed pages to online directories.</li></li></ul><li>By 2010 Gen Y will outnumber Baby Boomers… 96% of them have joined a social network<br />Social Networking<br />
    106. 106. Facebook<br />Alexa Traffic Rank: 2<br />US Traffic Rank: 3<br />Sites Linking In: 389,455<br />More than 300 million active users.<br />More than 10 million users become fans of Pages each day.<br />http://facebook.com/pages/GM-U-College-Discount/305114920429<br />
    107. 107. Twitter<br />Alexa Traffic Rank: 13<br />US Traffic Rank: 13<br />Sites Linking In: 290,529<br />Twitter had a monthly growth of 1,382 percent in February.<br />http://twitter.com/mannjparamount<br />
    108. 108. MySpace<br />Alexa Traffic Rank: 11<br />US Traffic Rank: 5<br />Sites Linking In: 362,076<br />Over 100 million existing accounts.<br />http://myspace.com/mannjparamount<br />
    109. 109. GM MUST TAKE ADVANTAGE OF THESE MEDIA OUTLETS AND TARGET CUSTOMERS CREATIVELY.<br />
    110. 110. Budget Allocation<br />
    111. 111.
    112. 112. U can B a GM 2.<br />Find out what you can be @ GMCollegeDiscount.com<br />

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