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  • Shrink Darken these surveys!!
  • I will redo budget in corner
  • Jameel
  • PR is weak
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  • Import ads. Open spots stick ads.
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  • Gm&U

    1. 1. Source: Myers Brigg’s Personality Types and insights from Target Market Objective: Determine Segmentation Variables Top 20 U.S. Markets GM & Marketing Challenge Total: 32,704,061 Segmented Market: 4,905,609 <ul><li>Thinkers - Midwest </li></ul><ul><li>A love of problem solving </li></ul><ul><li>The ultimate realist </li></ul><ul><li>Everything has room for </li></ul><ul><li>improvement </li></ul><ul><li>Sees much but shares </li></ul><ul><li>little </li></ul><ul><li>Vehicle focus-Traverse </li></ul><ul><li>Noble - South </li></ul><ul><li>Noble service to aid society </li></ul><ul><li>Have a high sense of duty </li></ul><ul><li>An inspiration to others </li></ul><ul><li>Do what should be done </li></ul><ul><li>Family values and dependability </li></ul><ul><li>Vehicle focus- Silverado </li></ul><ul><li>Adventurer - West Coast </li></ul><ul><li>Carpe Diem </li></ul><ul><li>Giving life an extra squeeze </li></ul><ul><li>One exciting challenge after </li></ul><ul><li>another </li></ul><ul><li>Ready to try anything once </li></ul><ul><li>Vehicle focus- Malibu </li></ul><ul><li>Trendsetter - East Coast </li></ul><ul><li>Life’s Administrators </li></ul><ul><li>Hosts and Hostesses </li></ul><ul><li>Persuaders </li></ul><ul><li>Natural Leaders </li></ul><ul><li>Style and reputation </li></ul><ul><li>Vehicle focus- Impala </li></ul><ul><li>General Traits </li></ul><ul><li>AGE: 18 - 25 </li></ul><ul><li>GENDER: Both </li></ul><ul><li>QUALIFICATIONS: Currently enrolled in </li></ul><ul><li>college or graduated within the past 2 years </li></ul><ul><li>GENERATION: Echo-Boomers </li></ul>City State Population New York NY 8,363,710 Los Angeles CA 3,833,995 Chicago IL 2,853,114 Houston TX 2,242,193 Phoenix AZ 1,567,924 Philadelphia PN 1,447,395 San Antonio TX 1,351,305 Dallas TX 1,279,910 San Diego CA 1,279,329 San Jose CA 948,279 Detroit MI 912,062 San Francisco CA 808,976 Jacksonville FL 807,815 Indianapolis IN 798,382 Austin TX 757,688 Columbus OH 754,885 Fort Worth TX 703,073 Charlotte NC 687,456 Memphis TN 669,651 Baltimore MD 636,919
    2. 2. Primary Research Objective: Gather Key Insights on Car Buying Process <ul><ul><li>Created questions that were based off of the following objectives: </li></ul></ul><ul><ul><ul><li>Analyze the target market’s car buying behavior </li></ul></ul></ul><ul><ul><ul><li>Evaluate the target market’s media habits </li></ul></ul></ul><ul><ul><ul><li>Understand the target market’s perception on the GM brand </li></ul></ul></ul><ul><ul><ul><li>Understand the target market’s perception towards their competitors, Toyota, Honda, Nissan, and Ford </li></ul></ul></ul><ul><ul><ul><li>Evaluate the target market’s motivation in purchasing a vehicle </li></ul></ul></ul><ul><ul><ul><li>Evaluate the GM&U program and other college discount programs among their competitors </li></ul></ul></ul><ul><ul><li>Distributed over 300 surveys through Facebook, Twitter, the UIC listserv, blogs, forums, and our website </li></ul></ul><ul><ul><li>Analyzed the results using Qualtrics and our insights from interviews, the focus group, online forums and blogs, and secondary research </li></ul></ul>Incentives: Low APR Type: Sedan 66% own a vehicle 60% would spend between 15 to 20 K 55% will purchase vehicle within 1-2 years Survey Methodology
    3. 3. Primary Research Objective: Determine Car Buying Process Key Insights * UIC GM&U Survey Results <ul><ul><li>83% of students surveyed would purchase a car under $25,000 </li></ul></ul><ul><ul><li>66% intend to make a new car purchase </li></ul></ul><ul><ul><li>40% currently do not own a vehicle </li></ul></ul><ul><ul><li>GM carries entire product line valued by students </li></ul></ul>Key Findings
    4. 4. Primary Research Objective: Determine Car Buying Process Key Insights * UIC GM&U Survey Results <ul><ul><li>Low APR and Trade In were of the top incentives chosen by respondents </li></ul></ul><ul><ul><li>Financing, reliability and gas mileage were most important when purchasing a vehicle </li></ul></ul><ul><ul><li>71% of respondents have visited the GM College Discount website </li></ul></ul>Key Findings
    5. 5. Primary Research Objective: Determine Perceptions of GM Key Insights <ul><li>76% of respondents were familiar with the GM College Discount and 40% of respondents became aware of the discount through twitter </li></ul><ul><li>GM rated highest in safety, sportiness, and driving performance </li></ul><ul><li>More than half the respondents viewed the GM Brand and Models positively </li></ul>* UIC GM&U Survey Results
    6. 6. Primary Research Objective: Identify Media Habits and Key Insights Focus Group <ul><ul><li>A majority of the group had a positive opinion about GM </li></ul></ul><ul><ul><li>There is a strong connection between Chevy and GM </li></ul></ul><ul><ul><li>5 out of 8 participants own a GM </li></ul></ul><ul><ul><li>E-bay and Google are the target market’s main source to car buying </li></ul></ul><ul><ul><li>Design is big component in their purchasing decision </li></ul></ul><ul><ul><li>1 out of 8 participants visited the GM&U website </li></ul></ul><ul><ul><li>No one ever heard of car companies giving out college discounts </li></ul></ul><ul><ul><li>Environmentally friendly is necessary for most students, they’re willing to pay up to $30,000 for a hybrid </li></ul></ul><ul><ul><li>Didn’t leave their information because it had too many questions </li></ul></ul>Insights <ul><ul><li>Sent out a mass email to all the UIC colleges requesting focus group participants that match our target market. </li></ul></ul><ul><ul><li>From all the interested students we randomly selected 8 college students </li></ul></ul><ul><ul><li>Held a open discussion , guided by our questions and objectives to gain their personal insight </li></ul></ul>“ We own the Honda store across the street. They actually had to come over here and get some of our furniture for their service department waiting room because there is such a big crowd over there waiting to get their Honda's fixed compared to General Motors. Our warranty claims and our cars in our service department has actually gone down because the GM product just doesn’t break.“ Richard Head- General Manager of Community GMC Orland Park, Illinois Focus Group Click for video
    7. 7. Secondary Research Objective: Utilize Research for Positioning Strategy Google Insight
    8. 8. Creative Brief Objective : Develop an Innovative IMC Plan IMC Strategy
    9. 9. Campaign Strategy Marketing Challenge Overview Objective: Utilize Multiple Vehicles for Campaign Launch Total Cost: $ 1,500,000 <ul><li>Non Traditional Media </li></ul><ul><li>Social Networking Sites-MySpace, Facebook, Twitter </li></ul><ul><li>Pay-per-click marketing/ online advertisements </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Viral marketing- YouTube Video </li></ul><ul><li>Website Creation and Blogging </li></ul><ul><li>Content Marketing-Squiddo, and Getmoreu blog </li></ul><ul><li>Public Relations </li></ul><ul><ul><li>Media Kit (English and Spanish) </li></ul></ul><ul><ul><li>NBC Coverage </li></ul></ul><ul><li>Sponsorship Marketing MLS, UFC and Subway </li></ul><ul><li>GM Campus Takeover- On Campus Event Marketing </li></ul><ul><li>Prototype Event- November 16-21 </li></ul><ul><ul><li>“ Buzz” Created on Campus through intensive “word of mouth marketing” </li></ul></ul><ul><ul><li>Extensive Exposure Through High Traffic Areas </li></ul></ul><ul><ul><li>Marketing Collateral Distributed </li></ul></ul><ul><ul><li>AMA club involvement </li></ul></ul><ul><ul><li>Subway partnership promotion during Tailgate/Block Party </li></ul></ul><ul><li>Video Challenge </li></ul><ul><li>AMA Conference Sponsorship </li></ul><ul><li>Auto Show </li></ul><ul><li>GM Sponsored Concert Music Series </li></ul><ul><ul><li>Schools with highest # of registrations receives a concert from an award winning music artist </li></ul></ul><ul><li>Nationwide Career Fair </li></ul><ul><li>Prototype Recruiting Event Launched in Major Markets </li></ul><ul><li>Off-Campus Promotion </li></ul><ul><ul><li>“ GM Gone Wild” – Spring break giveaway </li></ul></ul><ul><ul><li>“ Key to Success” – Car giveaway program </li></ul></ul><ul><li>Traditional Media </li></ul><ul><li>Student Newspapers </li></ul><ul><li>Press Releases </li></ul><ul><li>Billboards </li></ul><ul><li>Public Transportation </li></ul><ul><li>Local Newspapers </li></ul><ul><li>On Campus Flyers </li></ul><ul><li>Direct Mail to the 272 AMA </li></ul><ul><li> Chapters across the United States </li></ul>
    10. 10. Online Marketing Objective: Increase On-line Media Click Throughs Social Networking Web Site Rankings Google 1 Facebook 2 Yahoo 3 You Tube 4 MySpace 11 Twitter 13 <ul><ul><li> </li></ul></ul><ul><ul><li>Social network that connects people with friends and others who work, study and live around them </li></ul></ul><ul><ul><li>#2 most trafficked site </li></ul></ul><ul><ul><li>More than 6 million active U.S. college students </li></ul></ul><ul><li> </li></ul><ul><ul><li>Direct information about the College Discount and our proposed </li></ul></ul><ul><ul><li> “ Tailgating Event” </li></ul></ul> -source
    11. 11. Total Cost: $160,000 Budget 240,000 clicks x $0.30 = $72,000 176,000 clicks x $0.50 = + $88,000 $160,000 Impressions Google Adwords 500,000 Social Media + 40,000 540,000 Pay-Per-Click Marketing Digital Marketing Objective: Increase Site Traffic on Impressions 540,000+ <ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Car Websites </li></ul></ul><ul><ul><li>Flexible Budget </li></ul></ul><ul><ul><li>$ 0.50 per impression </li></ul></ul><ul><li>Internet Chat Forums </li></ul><ul><li>Thousands of users </li></ul><ul><li>Active market already interested in GM vehicles </li></ul>Social Media Ads/Banner Ads Targeted Websites <ul><ul><li>Ebay,com: 24th ranked website </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Individual GM manufacturer websites </li></ul></ul>Pay-Per-Click <ul><ul><li>Google Adwords </li></ul></ul><ul><ul><li>Close to 70% of all internet searches </li></ul></ul><ul><ul><li>Laser targeted traffic </li></ul></ul><ul><ul><li>Flexible Budget </li></ul></ul><ul><ul><li>.10 to $10.00 per click </li></ul></ul><ul><ul><li>Keywords </li></ul></ul>
    12. 12. Recommendation: Hire an SEO Expert Web Site Rankings Google 1 Yahoo 3 Bing 22 Objective: Increase On-line Media Click Throughs Get More Google… Get More Traffic! <ul><li>Search Engine Rankings </li></ul><ul><ul><li>Difficult to be overtaken </li></ul></ul><ul><ul><li>More traffic than PPC </li></ul></ul><ul><ul><li>Traffic Is FREE </li></ul></ul><ul><ul><li>Reduces PPC Cost </li></ul></ul><ul><ul><li>Long Term Strategy: Rank for high value keywords </li></ul></ul>Search Engine Optimization Digital Marketing <ul><li>Reliability </li></ul><ul><li>Internet and Word of Mouth account for 73% of source reliability </li></ul>Total Cost: $30,000
    13. 13. <ul><li>You Tube </li></ul><ul><ul><li># 4 Ranked Website </li></ul></ul><ul><ul><li>Close to 20% of all internet users use YouTube </li></ul></ul><ul><ul><li>Videos go viral </li></ul></ul><ul><ul><li>Google loves YouTube </li></ul></ul><ul><ul><li>Free press </li></ul></ul>Close to 50 % of our video views were viral Total Cost: Free Viral Marketing Digital Marketing Objective: Increase Site Traffic on <ul><ul><li>MetaCafe </li></ul></ul><ul><ul><li>#155 ranked traffic website </li></ul></ul>Click to Play Our Video
    14. 14. Total Cost: FREE Website Creation & Blogging Digital Marketing Objective: Increase Site Traffic on Click to view <ul><ul><li>Long-Term Strategy </li></ul></ul><ul><ul><li>Online Articles </li></ul></ul><ul><ul><li>Online Press Release </li></ul></ul><ul><ul><li>Squidoo Pages </li></ul></ul><ul><ul><li>Hub Pages </li></ul></ul><ul><ul><li>Email Blasts </li></ul></ul><ul><ul><li>A.M.A. Members </li></ul></ul><ul><ul><li>Increase Click-through </li></ul></ul><ul><ul><li>Online Leads </li></ul></ul><ul><ul><li>Free Press </li></ul></ul><ul><ul><li>Increase SEO through </li></ul></ul><ul><ul><li>back-linking </li></ul></ul><ul><li>Blogging </li></ul><ul><li>Increases Direct Traffic </li></ul><ul><li>Increases SEO </li></ul><ul><li>Increase Awareness </li></ul><ul><li>Over 1100 Visitors </li></ul><ul><li>Over 700 Unique Visitor </li></ul><ul><li>Only Using Free Traffic! </li></ul>
    15. 15. Public Relations Objective: Increase Online Media Click Throughs <ul><li>Create awareness and maximize exposure for: </li></ul><ul><ul><ul><li>GM & U College Discount Program </li></ul></ul></ul><ul><ul><ul><li>All GM brands and vehicles </li></ul></ul></ul><ul><ul><ul><li>Windy City Consultants </li></ul></ul></ul><ul><ul><ul><li>55% are not familiar with Discount Program </li></ul></ul></ul><ul><li>Generate “Buzz” for campaign with UIC Prototype </li></ul><ul><ul><ul><li>Press Releases </li></ul></ul></ul><ul><ul><ul><li>Media Kits </li></ul></ul></ul><ul><ul><ul><li>Broadcast / Electronic / Print Media </li></ul></ul></ul><ul><li>Solicit contributions and sponsorship for main events </li></ul>Media Kit Total Cost: Free
    16. 16. Public Relations Objective: Increase Show Room Traffic Estimated Impressions of UIC Prototype Campaign Estimated Impressions of the Campaign Chicago Media Publicity Total Impressions: 2,374,500 Media # of Impressions UIC Announce/Calendar 2,000 CBA Listserv 7,500 CBA Homepage 5,000 UIC Massmail 37,000 Chicago Flame Newspaper 18,000 UIC Radio 5,000 Total 74,500 Media # of Impressions Chicago Tribune 1.1 million Chicago Sun Times 750,000 ABC News 250,000 NBC News 200,000 Total 2,300,000 Spanish Press Releases *Double click on a press release to get a full view English Press Releases *Double click on a press release to get a full view
    17. 17. Public Relations Objective: Generate Traffic Total Cost: Free Actual Media Coverage <ul><li>NBC 5 Morning News </li></ul><ul><li>Hosted by Dick Johnson and Zoraida Sambolin </li></ul><ul><li>First appearance at 6:50 A.M. </li></ul><ul><li>Received exposure for the GM&U College Discount </li></ul><ul><li>Program and Windy City Consultants with our: </li></ul><ul><ul><li>Banner </li></ul></ul><ul><ul><li>Advertisements </li></ul></ul><ul><ul><li>T-shirts </li></ul></ul><ul><ul><li>Overall value of just over 2 minutes of live broadcast exposure = $60,000 </li></ul></ul>
    18. 18. Total Cost: $100,000 Events & Promotions Objective: Increase Site Traffic on Sponsorship Marketing Critical ad placement demonstrated <ul><li>MLS has the highest female fan base compared to other professional sports leagues* </li></ul><ul><li>Second highest minority fan base* </li></ul><ul><li>MLS fans have second highest % of households with incomes in excess of $50,000 in major sports* </li></ul><ul><li>Four of the top five markets for soccer participation are in the target market for ideal GM&U candidates* </li></ul><ul><li>Event in Columbus, OH attracted more than 19,000 people largest audience in North America to witness a mixed martial arts event* </li></ul><ul><li>Partnership with Spike TV with an average age range of young male viewers of 18 yrs-34 yrs. old* </li></ul><ul><li>According to Spike TV, about 2.8 million viewers in the U.S. watched an event in Manchester, England* </li></ul><ul><li>Viewers are 73% male, with an average of age of 25* </li></ul><ul><li>National TV audience exposure for Title match on NBC , Saturday November 5 th </li></ul>
    19. 19. $3000/school x 55 schools Total Cost: $165,000 GM College Takeover Week Events & Promotions Objective: Increase Number of Registration and Authorization Requests <ul><li>Design and implement an informative and appealing integrated marketing campaign event to maximize attendance and exposure to GM and the College Discount Program </li></ul><ul><li>Develop a prototype integrated marketing campaign that can be launched at the targeted universities </li></ul><ul><li>Create “Buzz” on campuses through multiple media vehicles </li></ul><ul><li>Create innovative conventional and non-conventional marketing materials that reach the target market </li></ul><ul><li>Maximize student registration on the main GM College Discount website </li></ul><ul><li>Get students actively involved in learning about GM and its products </li></ul>Objectives <ul><li>Winners receive donation. With every unique registration, AMA of that school receives a $1 bonus (up to $500) </li></ul><ul><li>Free food, drinks and giveaways at the Tailgate Party </li></ul><ul><li>Get a chance to party and show off your school spirit with GM and other sponsors like Subway at the GM Tailgate at your next football game </li></ul><ul><li>Compete nationwide against other colleges for a chance to win a concert from a set of award-winning artists </li></ul>Incentives <ul><li>Promote nationwide competition between 55 colleges through 4 major conferences: Big-10, Big-12, Pac-10, SEC </li></ul><ul><li>AMA club of each school is given $2,500 to set up the week long event </li></ul><ul><li>Goal for each school: Get as many unique registrations on the official GM College Discount website </li></ul><ul><li>Numbers will be tracked and presented to each school to show where they are against everyone else </li></ul><ul><li>GM College Takeover Week concluded by a GM sponsored Tailgate/Block Party </li></ul><ul><li>The winning school from each conference will be presented with a GM sponsored music concert series </li></ul>Event Outline <ul><li>Introduction of the Campus Takeover Week </li></ul><ul><li>School Newspaper Ads </li></ul><ul><li>Mass Email Notification </li></ul><ul><li>Campus Promotions (banners, flyers, chalk, etc) </li></ul><ul><li>Campus Presence (registration onto the College Discount ) </li></ul>Week-long Awareness- Mon-Fri
    20. 20. Total Exposures: 16,500,000 : Events & Promotions Objective: Increase Number of Registration and Authorization Requests GM Campus Takeover Estimated Impressions of UIC Prototype Campaign Location # of Posters Impressions per 30 Minutes Impressions per Day BSB Entrance 3 180 2,880 BSB Cafeteria 3 75 1,200 Burnham Hall Entrance 2 53 848 CCC Bulletin 1 4 180 2,880 CCC Entrance 4 380 6,080 Inner Circle 4 230 3,680 6 Lecture Centers 4 per lec. center 2575 35,104 JST 4 100 1,600 Gym East 2 90 1,440 Total 50 3,863 55,712 <ul><li>Establish prototype IMC to represent the GM College Discount </li></ul><ul><li>7day event will generate 50,000 impressions per day avg and 300,000 for week </li></ul><ul><li>Generate on-line media click-throughs </li></ul><ul><li>Increase site traffic and acquire registrations and authorization number request on </li></ul><ul><li>Option to pose with Chevy Crew Girl in front of GM car model </li></ul><ul><li>Obtain valuable market research </li></ul><ul><li>Alter the perceptions of General Motors </li></ul><ul><li>Secure optimum exposure </li></ul><ul><li>Maximize ROI </li></ul>GM Campus Takeover Awareness Expectations <ul><li>Portion of the budget is supplied/donated to AMA to host and market the campus event: AMA supplied with a $500 upfront donation </li></ul><ul><li>Students register through to obtain an authorization receipt which doubles as admission to the Tailgate Party. </li></ul><ul><li>Multiple promotions regarding the GM College Discount maximize exposure to students about GM Campus Takeover </li></ul><ul><li>Exposure through pamphlets, brochures, flyers, chalk advertising, banners </li></ul><ul><li>Freebie GM marketing collateral is handed out enhancing the perception of GM and the College Discount </li></ul><ul><li>Surveys will be taken, yielding a specific GM model with customization allowing for primary market research </li></ul><ul><li>Friday: Feature a GM car model in the Quad, with representatives and an informational booth for maximum exposure </li></ul><ul><li>Giveaway tickets will be provided for students for use at the tailgate party for free food and drinks </li></ul>Implementing the Campus Takeover
    21. 21. Events & Promotions Objective: Increase Number of Registration and Authorization Requests Estimated Impressions of UIC Prototype Campaign Total Impressions: 596,210 GM Campus Takeover Media # of Impressions UIC Announce/Calendar 2,000 CBA Listserv 7,500 CBA Homepage 5,000 UIC Massmail 37,000 Chicago Flame Newspaper 18,000 TOTAL 69,500 Location Impression per 30 minutes Total Impressions Lunch Room Projector 250 20,000 Campus T.V. 500 40,000 Information Booths 300 19,200 Campus Posters 3,482 278,560 Banner 1,000 112,000 Charity Exposure 300 3,000 Facebook User 50,000 Facebook Event Invites 1,600 Myspace 350 Postcards 2,000 TOTAL 526,710 <ul><li>UIC is the nations 4th most diverse university </li></ul><ul><li>GM partners with the American Marketing Association to maximize attention around campus </li></ul><ul><li>AMA organizes Campus Quad Party securing local vendor sponsors and exciting activities </li></ul><ul><li>Campus Quad Party will generate interest in GM, the college discount, website, and vehicle showrooms </li></ul><ul><li>Pre and post event research will effectively assess the success the Integrated Marketing Campaign </li></ul><ul><li>“ GM Campus Takeover” success can lead to a nationwide launch to over 50 target market universities </li></ul><ul><li>Event takes place in the major student traffic area </li></ul><ul><li>Campus quad party consist of a GM model, Chevy crew girls, and at least two representative information booths </li></ul>Prototype at UIC <ul><li>Establish prototype registration benchmark </li></ul><ul><li>Generate email list </li></ul><ul><li>GM Brand and American Car trivia </li></ul><ul><li>Provide marketing collateral giveaways </li></ul><ul><li>Obtain valuable target market research </li></ul><ul><li>Alter perceptions of GM brand </li></ul><ul><li>Secure optimum exposure </li></ul><ul><li>Maximize ROI </li></ul>GM Campus Takeover Expectations
    22. 22. Events & Promotions Objective: Increase Number of Registration and Authorization Requests Co-Branding with Subway Big 12 Location # of Undergrads # of Subways University of Texas Austin, TX 49,696 61 Texas A&M University Texas Station, TX 48,039 10 University of Missouri Columbia, MO 30,831 14 University of Colorado Boulder, CO 30,128 10 Texas Tech University Lubbock, TX 30,049 16 University of Kansas Lawrence, KS 30,004 7 University of Oklahoma Norman, OK 29,721 10 Iowa State University Ames, IA 27,945 7 Kansas State University Manhattan, KS 23,581 6 University of Nebraska Lincoln, NE 23,573 21 Oklahoma State University Stillwater, OK 23,307 8 Baylor University Waco, TX 13,886 9 Pac 10 Location # of Undergrads # of Subways Arizona State University Tempe, AZ 64,394 15 University of Washington Seattle, WA 42,708 61 University of Arizona Tucson, AZ 38,800 48 University of California - LA Los Angeles, CA 38,000 121 University of California Berkeley, CA 35,409 5 University of South California Los Angeles, CA 32,160 121 Washington State University Pullman, WA 25,135 2 University of Oregon Eugene, OR 20,393 14 Oregon State University Corvallis, OR 20,320 4 Stanford University Stanford, CA 14,945 1 <ul><li>Our Co-Sponsorship with Subway will be highlighted with free subs at all GM & U events, along with coupons offering buy one six inch sub and receive one free </li></ul><ul><li>The goal of our sponsorship with Subway is to be able to offer free food for students, and lower our purchasing costs </li></ul>Total Subways Participating: 2280 Big 10 Location # of Undergrads # of Subways Ohio State University Columbus, OH 39,209 64 University of Minnesota Minneapolis, MN 38,645 26 Pennsylvania State University State College, PA 36,612 7 Michigan State University East Lansing, MI 36,072 4 Purdue West Lafayette, IN 31,290 9 University of Illinois Champaign, IL 30,895 16 Indiana University Bloomington, IN 30,394 11 University of Wisconsin Madison, WI 28,999 25 University of Michigan Ann Arbor, MI 26,083 10 University of Iowa Iowa City, IA 20,907 4 Northwestern University Evanston, IL 8,284 9 SEC Location # of Undergrads # of Subways University of Florida Gainesville, FL 51,913 16 University of Georgia Athens, GA 33,831 9 Louisiana State University Baton Rouge, LA 33,587 49 University of Alabama Tuscaloosa, AL 28,807 9 University of South Carolina Columbia, SC 27,272 30 University of Kentucky Lexington, KY 27,209 33 University of Tennessee Knoxville, TN 26,400 37 Auburn University Auburn, AL 24,137 5 University of Arkansas Fayetteville, AR 19,000 7 Mississippi State University Starkville, MS 18,601 3 University of Mississippi Oxford, MS 17,323 3 Vanderbilt University Nashville, TN 11,607 53
    23. 23. Events & Promotions Objective: Increase Number of Registration and Authorization Requests Tailgating Experience Total Cost:$165,000 Department Estimated Cost % Car Rental $150.00 5% GM&U T-Shirt Giveaways $250.00 8% Promotional Giveaways $300.00 10% AMA Sign-ups Bonus (500 signups) $500.00 17% $500 Up-front AMA Donation for Participation $500.00 17% $2 Six-Inch Subways (400 subs) $1,300.00 43% Per School Total $3,000.00 100% Total cost for 55 Schools $165,000 100% <ul><li>Promote/increase awareness of GM student discount </li></ul><ul><li>Maximize student registrations and website click-throughs </li></ul><ul><li>Drive sales of GM Vehicles </li></ul><ul><li>Increase showroom traffic through local GM dealerships </li></ul><ul><li>Provide target market with incentives through GM giveaways </li></ul>Objectives <ul><li>Competitions/Prize Giveaways </li></ul><ul><li>GM car models will serve as center stage of event </li></ul><ul><li>- 4 car rentals at all 52 schools included in the competition </li></ul><ul><li>- Food/Beverage stations will be set up </li></ul><ul><li>- Promo DJ/Music </li></ul><ul><li>- GM cheerleaders promoting GM & U </li></ul><ul><li>- Help from school cheerleaders </li></ul><ul><li>- Students display school spirit with GM and sponsors </li></ul><ul><li>Free T-Shirts for the first 50 amount of students </li></ul><ul><li>Guess how many footballs in a truck </li></ul><ul><li>Interior scavenger hunt </li></ul><ul><li>- Money/Free football </li></ul><ul><li>Most enthusiastic fan </li></ul><ul><li>Student organization floats </li></ul><ul><li>- Student Section fundraisers </li></ul><ul><li>- Team Spirit Paint Competition on GM Vehicle </li></ul><ul><li>- Sponsored GM Limo Ride </li></ul><ul><li>Other prize giveaways include: Foam fingers, key chains, hats, coozies/foozies, balloons, and an assortment of footballs </li></ul>- Baseball bat spin - GM&U T-Shirts - Gas Cards - Gift Card - Donation - Coolers
    24. 24. South Totals Undergrads: 345,090 Subways: 472 AMA Chapters:16 North East Totals Undergrads: 111,159 Subways:415 AMA Chapters:6 Midwest Totals Undergrads: 304,664 Subways: 682 AMA Chapters:14 West Coast Totals Undergrads: 291,551 Subways: 711 AMA Chapters:11 Events & Promotions Objective: Increase Number of Registration and Authorization Requests Total Undergrads: 1,052,464 Subways: 2280 AMA Chapters:47 AMA & Subway Sponsorship
    25. 25. This offer only applies to current college students and recent grads Students must register with their school email to be able to participate in the video challenge Total Cost: $18,000 AMA Partnership Video Challenge Objective: Generate Traffic Objectives Create a video between 1-2 minutes long Show the viewer how the GM College Discount can help you purchase a new GM car How will your new GM car help you succeed after college and in the workforce? Video Challenge with AMA <ul><li>Set up rules and prizes for a college based viral marketing video challenge </li></ul><ul><li>- Limit 1 video per student </li></ul><ul><li>- Require a max time limit </li></ul><ul><li>- Follow YouTube rules and guidelines </li></ul><ul><li>- Partner with American Marketing </li></ul><ul><li> Association (AMA) college chapters </li></ul><ul><li>Sample Upload submissions to YouTube </li></ul><ul><li>- Create advertisements around campuses to inform students about the opportunity </li></ul><ul><li>Cash prizes </li></ul><ul><li>- Best video wins $10,000 </li></ul><ul><li>- 2 nd best video wins $5,000 </li></ul><ul><li>- 3 rd best video wins $3,000 </li></ul>
    26. 26. <ul><li>AMA has approximately 40,000 members. Founded in 1937, Currently has 250 college chapters It also publishes a number of handbooks and research monographs, widely held by libraries. A $50,000 donation will be given to sponsor their national event. </li></ul>Sponsor National Conference AMA International Collegiate Conference 2009 New Orleans AMA Conference Sponsorship Objective: Increase Number of Registration and Authorization Requests Direct Mail Total Cost: $50,000 Four Regions & Chapters West: Thirteen states 41 collegiate Chapters Arizona (3), Arkansas (2), California(16), Colorado(3), Hawaii(2), Idaho(3), New Mexico(1), Nevada(2), Oklahoma(2), Oregon(3), Utah(1), Washington(2), Wyoming(1) Midwest : Eleven States 76 chapters Iowa(4), Illinois(16), Indiana(3), Kansas(2), Kentucky(2), Michigan(12), Minnesota(6), Missouri(7), Nebraska(4), Ohio(12), Wisconsin(8) South: Eleven states 77 chapters Alabama(3), Florida(7), Georgia(9), Louisiana(7), Mississippi(3), North Carolina (8), Puerto Rico(3), South Carolina(2), Tennessee(5), Texas(25), Virginia(5) North East : Twelve states 75 chapters Connecticut(4), D.C.(1), Delaware(2), Massachusetts(8), Maryland(7), Maine(1), New Hampshire (1), New Jersey4), New York(21), Pennsylvania(21), Rhode Island(4), Vermont(1) Through Direct Mail and Partnership with AMA, GM & U can send post cards to over 40,000 AMA members Test drive contest: Giving away a free GM vehicle to one lucky person who enters a national raffle after test driving at their local dealership Encourage those who receive post card to register at with prizes being given away for registered members
    27. 27. Events & Promotions Total Cost: $45,000 <ul><li>Auto Show Presence </li></ul><ul><li>Computers set up at booth so students can register on the GM website </li></ul><ul><li>Salesman/saleswoman informing students types of cars offered and the College Discount </li></ul><ul><li>Pamphlets and brochures will be handed out are our unique GM booth </li></ul><ul><li>GM Giveaways including pens, stress balls, brochures, shirts, etc. </li></ul>Auto Show Objective: Increase Showroom Traffic <ul><li>Metropolitan Areas Population </li></ul><ul><li>Chicago 2,900,000 </li></ul><ul><li>DePaul University 25,100 students </li></ul><ul><li>University of Illinois at Chicago 25,000 students </li></ul><ul><li>Northwestern University 17,089 students </li></ul><ul><li>Loyola University 15,670 students </li></ul><ul><li>University of Chicago 14,538 students </li></ul><ul><li>Los Angeles 3,900,000 </li></ul><ul><li>UCLA 38,476 students </li></ul><ul><li>Cal State 36,207 students </li></ul><ul><li>USC 33,408 students </li></ul><ul><li>Loyola Marymount University 8,977 students </li></ul><ul><li>New York 19,490,297 </li></ul><ul><li>New York University 41,783 students </li></ul><ul><li>Columbia University 22,655 students </li></ul><ul><li>St. John’s University 20,096 students </li></ul><ul><li>Miami 2,000,000 </li></ul><ul><li>Miami Dade College 54,094 students </li></ul><ul><li>Florida International 40,151 students </li></ul><ul><li>University of Miami 15,500 students </li></ul><ul><li>Total Metropolitan Pop 28,290,297 </li></ul><ul><li>Total Student Pop. in Metro Area 408,744 </li></ul><ul><li>Total Student Pop. in 4 Maj. Conferences 1,340,101 </li></ul>Breakdown of 4 Conferences and Participating Cities Location # of Attendees Dates Cost New York, NY 14.2 million April 2-11 $15,000 Chicago, IL 5.5 million Feb 12-21 $15,000 Detroit, MI 650,517 Jan 11-24, Jan 2 $15,000
    28. 28. Events & Promotions Objective: Increase Number of Registration and Authorization Requests <ul><li>How are winners selected? </li></ul><ul><li>The top school in each of the conferences is chosen based on number of completed registrations on the official GM College Discount website </li></ul><ul><li>Through a tracking program (either internal, or Google Analytics updated registration numbers would be available on the website to inform students of the current top schools </li></ul><ul><li>The winner of each conference is then awarded with a music concert that would take place at a future date in their college town </li></ul>Total Cost: $330,000 GM Concert Series <ul><li>Tier 1: Top school of each conference </li></ul><ul><li>receives a concert </li></ul><ul><li>Tier 2: Based on overall nationwide </li></ul><ul><li>performance, a bigger/better concert will be awarded to the nationwide winner </li></ul><ul><li>Each of the 4 concerts, students have a </li></ul><ul><li>chance to win a brand new GM car </li></ul>Rewarded Tiers <ul><li>1 st place nationwide winner of all 4 </li></ul><ul><li>conferences - $100,000 concert </li></ul><ul><li>1 st place winner from other 2 nd highest </li></ul><ul><li>conference - $75,000 concert </li></ul><ul><li>1 st place winner from 3 rd highest </li></ul><ul><li>conference - $50,000 concert </li></ul><ul><li>1 st place winner from 4 th highest </li></ul><ul><li>conference - $25,000 concert </li></ul>Reward Distribution Kid Cudi - $20,000 Chevelle - $30,000 Ashanti - $40,000 Lupe - $60,000 Ludacris - $70,000 T.I. - $80,000 50 Cent - $100,000 Kings of Leon - $100,000 Possible Artists and Cost
    29. 29. Nationwide Career Fair Calendar $500/school x 55 schools Total Cost: $27,500 Events & Promotions Objective: Increase Number of Registration and Authorization Requests <ul><li>Information specifically dedicated to seniors and recent grads </li></ul><ul><li>Discuss GM’s current recovery while also introducing the College Student Discount </li></ul><ul><li>Pamphlets and brochures will be handed out at our unique GM booth </li></ul><ul><li>Representative will be available for any immediate questions </li></ul><ul><li>“ The road to your life just revealed itself, drive with confidence in a GM car” </li></ul>Career Fair Midwest   Kansas City, MO 12/02 TBD   Minneapolis, MN 12/10 Hyatt Regency Minneapolis   St. Louis, MO 12/04 Sheraton St Louis City Center Hotel & Suites South Charlotte, NC 10/20 Great Wolf Lodge, Concord Fort Lauderdale, FL 11/05 Hilton Fort Lauderdale Marina Southwest   Dallas/Fort Worth, TX 10/27 Westin Park Central   Denver, CO 10/16 Grand Hyatt Denver Downtown   Houston, TX 10/28 Westin Oaks   Phoenix, AZ 10/14 Sheraton Phoenix Downtown West Coast   Anaheim/Irvine, CA 10/06 Hilton Anaheim   San Francisco, CA 10/08 Hyatt Regency San Francisco Northwest Portland, OR 10/22 Embassy Suites   Seattle, WA 10/21 Sheraton Seattle Chicago Hires - Chicago West 10/29/09 Marriot Oak Brook Chicago Northwest 11/18/09 Holiday Inn Rolling Meadows Chicago West 01/28/2010 Marriot Oak Brook Chicago Northwest 02/17/2010 Holiday Inn Rolling Meadows East Coast New York City, NY 10/22 Embassy Suites   Pittsburgh, PA 10/21 Sheraton
    30. 30. Events & Promotions Objective: Increase Showroom Traffic Total Cost: $75,000 “ GM Gone Wild” GM Gone Wild Expense Budget Advertising $7,500 Overseas Vacation 45 x $1000 vacations $45,000 U.S. Vacation 45 x $500 Vacations $22,500 Total Projected Budget $75000 <ul><li>Attract target market to </li></ul><ul><li>Increase foot traffic to GM showrooms </li></ul><ul><li>Provide target market with incentives </li></ul><ul><li>Strengthen number of test drives </li></ul><ul><li>Alter misperceptions of GM Models </li></ul><ul><li>Escalate vehicle sales </li></ul><ul><li>Create lasting relationships through target market </li></ul><ul><li>Increase usage of GM websites </li></ul>Campaign Objectives <ul><li>Establish a prototype to increase awareness in GM College Discount </li></ul><ul><li>Generate an E-Mail List </li></ul><ul><li>Provide GM Model marketing collateral </li></ul><ul><li>Collect valuable target market research </li></ul><ul><li>Deliver effective test drive performances </li></ul><ul><li>Enhance perceptions of General Motors </li></ul><ul><li>Secure optimum exposure </li></ul><ul><li>Maximize Return on Investment </li></ul>Campaign Expectations <ul><li>Every 2-4 year university participates in a campus wide spring break </li></ul><ul><li>GM partners with StudentCity, the leading provider of student vacations and MTV’s choice for spring break </li></ul><ul><li>Target market registers and obtains authorization at </li></ul><ul><li>After test drive at participating GM showroom target market obtains promotional code </li></ul><ul><li>Student then enters ‘GM Gone Wild’ raffle can win an all inclusive spring break vacation </li></ul>Campaign Strategy
    31. 31. “ Key To Success” Objective: Increase Showroom Traffic Event Marketing Total Cost: $139,055 “ Key To Success” Budget Collateral 100,000 Keys X $0.50 $50,000 Chevy Malibu Chevy Impala Chevy Siverado Chevy Equinox $23,350 $23,890 $19,375 $22,440 $89,055 Total Campaign Budget $139,055 <ul><li>Increase awareness of GM College Discount Program </li></ul><ul><li>Strengthen usage of </li></ul><ul><li>Obtain registration and authorizations for GM discount </li></ul><ul><li>Attract target market to GM showrooms and dealers </li></ul><ul><li>Intensify number and quality of model test drives </li></ul><ul><li>Provide GM Model marketing collateral </li></ul><ul><li>Alter misperceptions of General Motors </li></ul>Campaign Objectives <ul><li>Familiarize target market with GM College Discount </li></ul><ul><li>Provide incentives attracting target market towards GM Showrooms and the GM discount program </li></ul><ul><li>Generate “buzz” using marketing collateral throughout campuses and traditional and digital media </li></ul><ul><li>Target market visits GM showrooms test driving GM Models </li></ul><ul><li>Subsequent to test drive target market receives GM car key </li></ul><ul><li>Target market reports to location with a prized GM model using the key to potentially start the vehicle </li></ul><ul><li>The student whose key who starts the car wins the GM car raffle </li></ul><ul><li>One car per region will be given out, each car is region specific </li></ul>Campaign Strategy
    32. 32. City Commuting Objective: Generate site traffic on Total Cost: $285,000 City Commuting Advertising
    33. 33. Advertising Traditional Media Exposure Objective: Generate site traffic on
    34. 34. Budget Year long calendar of Career Fair events must generate awareness of GM vehicles under $30,000 due to key research findings At least a __% increase in sales for GM vehicles “ GM Campus Awareness” prototype recruiting event emphasizes website usage and test drives of GM vehicles Website traffic determined by: projected number of clicks registration and authorization number requests Allocation of 1.5MM IMC Budget Allocation *Budget allocation is based upon primary market research at UIC Total Campaign Impressions:51,759,464 Objective: Maximize ROI <ul><li>Increase online media click-through rate </li></ul><ul><li>Increase site traffic </li></ul><ul><li>Increase registration and authorization number requests </li></ul><ul><li>Increase in showroom traffic </li></ul><ul><li>Increase sales of GM vehicles </li></ul>Success Factors Key Performance Metrics Website Number of impressions total market exposed to our campaign market penetration percentages Success Factors