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6/26/2012 Cars.com IMC Strategic Plan

6/26/2012 Cars.com IMC Strategic Plan



Date: 6/26/2012 ...

Date: 6/26/2012
Course: MK636 Creative Thinking and Problem Solving
Assignment: Cars.com

Created an integrated marketing campaign for Cars.Com to raise its brand profile, build consumer trust, and drive measurable traffic to the website. The goal was to utilize all the media outlets applicable to Cars.Com in order to reach the target audience and generate leads.



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    6/26/2012 Cars.com IMC Strategic Plan 6/26/2012 Cars.com IMC Strategic Plan Presentation Transcript

    • Presents
    • About Fennec.incAdvertising and marketing agency createdby Walid Abraz (Executive Director,Creative) and Delphine Keza (MarketingResearch Director).MissionsProviding products and services that benefitour clients in terms of driving traffic,increasing sales, and building consumer trustby providing strong integrated marketingcommunication strategies and originalconcepts. USA Branch Europe Branch Dubai Branch600, Boylston Street 72, Avenue Montaigne 115, Al-Maktoum Ave 02456 Monte Carlo, Monaco Dubai, UAE Boston, MA. USA
    • Organization ChartOperations Presiden Corporate t Creative Marketing & Department Communicatio n Marketing Human Research Resources Augmented Logistics Reality Lab. Department Production Accounting Department Department Customer Service
    • About Fennec.inc• Results-oriented advertising,• Public relations,• Total marketing support.
    • Presented by Walid ABRAZDelphine Keza
    • Key insights from theStrong Research existing Slogan “Confidence ComesStandard.”Trustworthy .Com. howeverCars.com website is not appealingThe website does not reflect the Super bowlad.The links to social media are hidden.TWO (02) Twitter accounts were found.Cars.com doesn’t appear on top of Google
    • The Target Audience AdultsCars.com should target agedbetween20-45 years old. Here’s our coffeehouse observation:
    • The IMC Strategy A Long Term PR Strategy Under the Umbrella of IMC 2013 2016Super Bowl Mobile Monaco Outdoor RIO 2016 Commercial Race Game PR Events Advertising Olympic Games New website IMC Strategy IMC Strategy IMC Strategy The IntroductionNew Social Media Engage people. Increase visits Raise its brand Build consumer Positive WOM on cars.com profile trust. website
    • The CreativeThinking
    • 1. The Super Bowl Ad 1/2
    • 1. The Super Bowl Ad 2/2
    • 2. The Website
    • 3. Facebook
    • 4. Twitter
    • 5. Pinterest
    • 6. Outdoor Advertising 1/2
    • 6. Outdoor Advertising 2/2
    • 7. Mobile Application / Mobile Game
    • 8. Print Ads in Magazines
    • 9. PR, and Events planning for Monte Carlo Grand Prix 1/2F1 Legends, Monte Carlo Grand Prix Ad 2013The strategy includes sponsoring and organizing multiple events,press releases, Commercials, outdoors advertising.
    • 9. PR, and Events planning for Monte Carlo Grand Prix 1/2Monte Carlo Yacht HospitalitySponsoringCars.com will offer desert to GrandPrix fans on three yachts during thesecond day of the event. This operationis meant to gain Cars.com more exposureand attract people who can affordpurchasing expensive cars and luxurycars.Monaco M.A.D weekendIn May 2013, Cars.com will sponsor atrip to the French Riviera during MonteCarlo Grand Prix. The trip will includea cocktail dinatoir overlooking themagnificent port of Monaco, and winetasting lunch at one of the wine yards
    • Fennec Recommendations• Help introduce race car for disabled at both the Paralympics and Special Olympics.• Sponsoring the creation cars that will be handed to well deserving disable people who want to participate in the Special Olympics.• Create an actual Cars.com race car to compete in the Olympics.• Maintain consistency while executing their marketing communication campaigns.• Creation of the bi-annual magazine to communicate the latest news about the company.
    • THANK YOU!