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 & 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 & 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
“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 />
“I’m a Cadillac CTS.”<br />U can B a GM 2.<br />Find out what you can be @ GMCollegeDiscount.com<br />
Chevy offers more fuel efficient models than Honda and Toyota…. Its about time everybody knows it…<br />
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
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 />
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 />
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 />
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 />