1. Marketing
Communication Plan for
Ford Fusion Energi
Patricia Oropallo-Muhlbaier
Marketing Management – Mgmt. 522-10753
Professor: Lynne Pryor
October 18, 2016

2. Introduction
Ford Fusion
Energi is a
Comfortable,
Sustainable
Vehicle
Marketing
Strategy Includes
Saving the Planet
with Less CO₂
Emissions
Inform Consumers
How Typical
Vehicle Emissions
Damage the Earth
It’s Time for a
Healthy Mind,
Spirit, Body and
Vehicle!
HEALTHY VEHICLE

3. Objectives
• Seeking Sustainable Consumers
• Target - Save the Planet – Drive Healthy
• Launch in New Jersey
• Date: January – May 2017
• Advertising in all NJ Ford Dealerships
• Overcome Fear of Electric Vehicles
• Increase Ford Fusion Energi Sales
Specifics

4. Objectives Continued
• Increase Sales by 20%
• From January 2017 – May 2017Measurable
• Reassess Sales for June 2017Attainable
• Sales Goal of 1,553 Vehicles per MonthRealistic
• $52,802,000 in Monthly Car Sales for 5
Months (January – June 2017)Timely

5. Market Analysis
2015 Statistics
• Annual Payroll $4.75 Million
• Annual Dealership Advertising $405
Million
• NJ New Vehicle Dealerships Total
Sales more than $33.4 Billion

6. Strengths
• Strong Brand
Equity &
Loyalty
• 2nd Largest
Market Share
in Hybrids
• Mid-Size
Hybrid with
Comfort
Weaknesses
• Vehicle
Power Less
than
EcoBoost
• Consumers
Fear
• Price may be
High without
Incentives
Opportunities
• Larger than
most Hybrids
• Hybrid Sales
are Growing
Rapidly
• Consumers
Sustainability
Threats
• Decreasing
Fuel Costs
• Competition
• Cheaper
Hybrids
Market Analysis

7. Market Characteristics
2015
$52 Billion
Annual Sales in
the US for New
Vehicles
Average Price
Per Vehicle
$32,452
Sales Up 4%
from May, 2014
2016
Sales of 11,650
Energi’s in 9
Months
2017
Average Cost of
Ford Fusion
Energi $33,120

8. Media Schedule & Budget
Publication January February March April May Total
Automotive Fleet
Magazine
$500 $500 $500 $500 $500 $2,500
TV Commercial $2,000 -
$5,000
$2,000 -
$5,000
$2,000 -
$5,000
$6,000 -
$15,000
Newspaper Ad $150 $150 $150 $150 $150 $750
Total Cost $2,650-
$5,650
$650 $2,650-
$5,650
$650 $2,650-
$5,650
$9,250 -
$18,250

9. Public Relations
Add Tagline “The Healthy Vehicle of Today”
Add One World to Ford Mission Statement “One Team. One Plan. One Goal. One
World. One Ford is Ford Motor Company’s Mission and Vision”.
Bring Awareness to Consumers with CO₂ Emissions Destroying the Planet
Side by Side Advertising Intense Graphics Comparing CO₂
Savings on Fuel & NJ Rebates to Reduce Price
Your Car is an Extension of You
Larger and More Comfort than Most Plug-In-Hybrids

10. Conclusion
NJ New Car
Sales are
Increasing
Sustainability
and Health
are
Marketable
Increase
Sales by 20%
for only
$10,000 -
$20,000 in
Advertising
Ford Fusion
Energi is the
only Mid-Size
Plug-in-
Hybrid with
Comfort
Save our
Planet. The
Time is Now
to Drive
Healthy.
Update Ford Vision Statement “People working
together as a lean, global enterprise to make
people’s lives and our Earth better through
automotive and mobility leadership.”

11. References
Advertisement Opportunties. (2016, October 15). Retrieved from Automotive Fleet:
http://mediakit.automotive-fleet.com/Advertisement-Opportunities/Online/Sponsored-
Links.aspx
Air Time Academy. (2016, October 15). Retrieved from Cheap TV Spots:
http://www.cheaptvspots.com/airtimesecrets.html#spend
Cost of Newspaper Advertising in Cherry Hill, NJ. (2016, October 15). Retrieved from
Gaebler.com Resources for Enterpreneurs: http://www.gaebler.com/Cost-of-Newspaper-
Advertising-In-Cherry+Hill---NJ
Eisenstein, P. l. (2015, June 8). Why Are Americans Buying So Many Cars. Retrieved from
CNBC: http://www.cnbc.com/2015/06/08/why-are-americans-buying-so-many-cars.html
Ford Go Further. (2016, October 18). Retrieved from Our Company:
https://corporate.ford.com/company/history.html
Inside EV's. (2016, October 17). Retrieved from Monthly Plug-In Sales Scorecard:
http://insideevs.com/monthly-plug-in-sales-scorecard/
Market Data Center. (2016, October 3). Retrieved from The Wall Street Journal:
http://online.wsj.com/mdc/public/page/2_3022-autosales.html
New Jersey Business. (2016, June 1). Retrieved from NJ Auto Retail Industry is a $33.4 Billion A
Year Business in New Jersey: http://njbmagazine.com/njb-news-now/nj-auto-retail-
industry-33-4-billion-year-business-new-jersey/
One Gallon Gasoline. (2016, October 16). Retrieved from BlueSkyModel:
http://blueskymodel.org/gallon-gas