Account Planning

1. C A M P A I G N
D E C K
T e a m O n e

2. T A B L E O F C O N T E N T S
M E E T T H E T E A M
Cameron
Campbell
Shelby
Carter
Natalie
Cerna
Tatiana
Freire
Ilana
Grabarnik
Robin
Henery
Lily
Ray
Yihe
Wang
1. Situational Analysis
2. Situational Analysis Cont.
3. The Plan
4. Goals
5. Primary Consumer Research
6. Secondary Consumer Research
7. Secondary Research cont.
8. Critical Factors & Problem
Statement
9. TV Ad #1
10. TV Ad #2
11. Online & Print Ads

3. S I T U A T I O N A L A N A L Y S I S
B r a n d I n s i g h t s
From Survey Results:
- Consumers consider Ram trucks to be “safe”, “strong”, and “powerful”, but
view the competition as all of these as well as “easy to drive.”
Unique Capabilities:
- Hill Start Towing keeps truck from rolling backwards.
- SwayControl is a feature that enables brakes to reduce swaying while towing.
- Park Sense sends ultrasonic waves when driving at slow speeds to alert you
of any objects in your path.
- Side-Impact Door Beams are designed to help absorb impact force and
redirect it away from passengers.
- Side-Curtain Airbags deploy downwards and cover the side windows,
helping to reduce the risk of injury to passengers.
C o n s u m e r O v e r v i e w
- Trucks are a powerful symbol among consumers.
- Older segment of millennials have the buying power (25-35 yr old).
- Target consumers’ psychographics and behaviors instead of
demographics.
- Our consumers are adventurers and explorers. They enjoy outdoor
activities like camping, golfing, fishing, and water sports. They also like to
relax and watch sports.
- Texans consider truck drivers to be family-oriented, tough, and friendly.
- Truck drivers consider safety to be the most important factor, followed by
functionality of the truck engine.

4. S I T U A T I O N A L A N A L Y S I S
C o m p e t i t i o n
-Popular Truck Brands in Texas:
Ford
Chevy
GMC
-According to survey participants, Ford and Chevrolet trucks are identified as
“easy to drive”, while Ram is not.
-According to survey participants, “truck size,” “engine power,” and “4-wheel
drives” are considered to be extremely important capabilities that a truck
should have.
-The differentiation of Ram's image from other brands is necessary because
truck appearances are very similar to customers.
S o c i a l M e d i a
- Ram has the least amount of
followers across all social media
platforms (Facebook, Twitter,
Instagram, and YouTube) compared
to Ford and Chevrolet. However, their
audiences are the most engaged
overall.
- Ram’s social media accounts are the
only truck-specific profiles with a niche
audience of truck fans.
- Ram consumers are more likely to
interact with video content.
- Ram runs a blog called RamZone.
T e x a n C u l t u r e
- Texas is No. 1 in the country for
full-size pickup trucks popularity.
- Texans spend more hours on
online streaming sites and
newspaper compared to non-
Texan people.
- Texans have a better attitude
toward truck drivers.
- 70% of Texans say their state is
the best place to live in the US. This
may be because of Texas' unique
history, geography, natural
resources and environment.

5. T H E P L A N
From our primary and secondary research, we have come up with a
campaign that will establish Ram trucks as the superior outdoor
companion. Because of safety and functional features, Ram trucks are
ideal for families that love to explore the outdoors, and enjoy adventure.
Hill start towing and sway control allow a family to tow a boat, camper, or
trailer with ease. By focusing on family activities, we are establishing an
emotional connection with our target, while also establishing a logical
appeal through functional highlights. Consumers will begin to see Ram
trucks as a family vehicle that allows them to enjoy moments and
establish memories.

6. G O A L S
25%
20%
20%
10%
Increase YouTube views by
Increase Facebook page like by
Increase Instagram likes by
Increase Twitter likes & retweets by
Give Ram a personality that establishes the brand
as family friendly
Increase Ram’s market share within Texas

7. P R I M A R Y C O N S U M E R R E S E A R C H
- Personal previous experience is the most important source of information for truck owners
when making a purchase decision about a truck.
- Truck drivers in general spend the most time consuming TV and Social Media, however
they see social media as the least important source of information when making a
purchasing decision. This means that while truck drivers are on social media often, they do
not use it for information when buying.
- Texan truck drivers spend more time consuming online streaming, newspaper and radio
than other truck drivers.
- When buying or planning to buy a truck, truck drivers consider safety the most important
factor, followed by the truck engine, and appearance the least important.
Of basic capabilities, Texas consumers consider engine power the most important,
followed by truck size and 4-wheel drive, and Bluetooth the least important.
- The top 3 words the survey associated with truck drivers were “work”, “strong”, and “tough”.
Texans seem to have a better attitude toward truck drivers, specifically considering them as
more “family-oriented” and “friendly” in addition to “tough.”
- In their leisure time, truck drivers most often participate in relaxing, watching movies/TV,
and fishing as leisure activities. Participating in sports, particularly golf, and outdoor activities
like hiking and swimming were common self-specified leisure activities for surveyed truck
drivers. These results indicate that the stereotypical truck driver that participates in extreme
sports and hunts all the time is not necessarily accurate.
- When asked to describe RAM Truck drivers, the majority of responses were positive
including “tough,” “hard-working,” “smart,” and “loyal,” while most negative responses
surrounded the quality of RAM trucks. Some unique responses were “blue collar workers”
and “proud US supporters.”
- RAM needs to highlight the most important factors and capabilities of trucks for their
consumers in the media channels their consumers use and trust. They should avoid
stereotyping their truck drivers as only tough, work-focused guys, and could consider a
family-focused and fun leisure activity approach.
-According to the survey, truck buyers’ leisurely activities include-
“Fishing” = often, “Camping” & “Camping with family” = often
compliedfromsurveyresults andfocus group

8. S E C O N D A R Y C O N S U M E R R E S E A R C H
compiled fromvarious sources
Demographic:
- Our target audience is between 24-55 years old. Since the median age of Texans is 34.1
years old, this geographic target fits well.
- Our target is made up of 65% caucasian, 25% hispanic, and 10% other consumers.
- Hispanics are more likely (71%) than the total U.S. population (62%) to be in the market for a
new vehicle in the next three years.
- The Hispanic market offers growth opportunities for car manufacturers in the pickup truck
category.
- Focusing on older part of the segment (Age 24-55 males) because younger consumers do
not have much purchasing power, and they are not the consumers who are buying new
cars/trucks. Target older millennials, young dads with kids.
Geographic: Texas
- Dallas, Houston, Austin, and San Antonio were the most popular areas buying or expected
to buy pickup trucks based on age, vehicle purchase timeline, and popularity of truck
buying.
- Independence may be rooted in our history of being our own country, and learning Texas
History throughout our public school education (the only state to do so!).

9. S E C O N D A R Y C O N S U M E R R E S E A R C H
compiled fromvarious sources
Psychographic:
- Pickup trucks are powerful symbols. More than being just tools for work, trucks imply
something about the people who own and drive them, for example being a working man.
- Pickup trucks are also seen as a luxury vehicle.
- 51% of consumers who participated in an outdoor activity are ages 25-44 and 59% of
participants 45 and older are male.
-Targeting older consumers with emotional appeals and relationships (ex: family ties) will
help distance the negative image connected to the brand of young, arrogant boys.
Behavioristic:
- People are motivated to buy new cars because of new technology that comes out.
However, our primary research found that out of basic capabilities of trucks, Texas
consumers consider engine power the most important and Bluetooth technology the least
important.
- Consumers typically start their research online when making purchasing decisions.
- 23% of consumers report that they used advice from friends or family, 20% found advice
online, 15% used advice from the car dealer or car salesman, and 7% used advice from a
banker or lender.

10. P R O B L E M S T A T E M E N T
Truck buyers in Texas are facing the problem
of over-saturation in the truck market because
of the multitude of options and brands to
choose from. While Ram sales are high in
Texas, its competitors, Ford and Chevrolet,
are still outperforming the brand. Ram is
becoming lost in the crowded truck market
and has the opportunity to establish itself as a
top competitor through marketing and
advertising efforts.
C R I T I C A L F A C T O R S
Ram consumers
enjoy outdoor
activities such
as camping,
hiking, and
fishing.
1.
2.
Ram's functions,
such as hill start
towing, make it
the superior
outdoor
companion.
3.
Texans have
deeply rooted
pride in their
state's culture
and traditions.

11. S T A R S A T N I G H T
Shot 1: Father turns to his two children in the backseat and asks, “Are y’all ready?” Both kids nod
enthusiastically. Ram truck driving away from the city.
Shot 2: Family driving into the country on the highway. Deep southern voice over: “Ram knows
Texans are up for adventure. And we know adventures are best when shared…”
Shot 3: Truck pulls into a campsite in the woods. Parts of the truck become invisible to show the
inside structure of the safety features. “That’s why the Ram 1500 comes equipped with side-
impact door beams and side-curtain airbags, to keep your most important cargo safe.”
Shot 4: Family sitting around a fire roasting marshmallows.
Shot 5: Close up of the stars reflected in the shine of the truck’s paint next to the Ram 1500 decal.
Shot 6: Father, son, and daughter lay on a blanket in the bed of the truck. Father slowly hums the
beginning of the chorus of “Deep in the Heart of Texas.”
Shot 7: Starry night Texas sky with the Ram logo in the middle. “Make moments last with
America’s longest lasting pickup truck.”

12. Shot 1: Three young men, friends since college, are taking their families out for a day at the
lake. Family #1 loads their kids into their Ram truck and pulls out of the driveway. Flashback to
the father in college jumping into an older model Ram truck.
Shot 2: Family #2 puts a picnic basket in the backseat of their Ram truck and hops in and
cruises down the road. Flashback to the husband in college tossing a six-pack of beer in the
back of his Ram truck.
Shot 3: Family #3 loads their old dog into the bed of their Ram, hitches their boat to the back of
the truck, and pulls out onto the road. Flashback to the man strapping his canoe to the top
while his puppy jumps into the back.
Shot 4: All three families pull their Ram trucks up to the lake and cheerfully greet one another.
They pop open some beers, and set up the grill for burgers.
Shot 5: Some of the families jump onto the boat to happily enjoy the weather together. One of
the men looks out at them, appearing nostalgic.
Shot 6: Flashback of all three friends laughing together in college transitions into the friends
laughing in the present day with their families all around them. Ram logo appears and
voiceover says “Make moments last with America’s longest lasting pickup truck.”
C O L L E G E N O S T A L G I A

13. O N L I N E
&
P R I N T

14. T H A N K Y O U
SHELBY CARTER
NATALIE CERNA
CAMERON CAMPBELL
YIHE WANG
ROBIN HENERY
LILY RAY
TATIANA FREIRE
ILANA GRABARNIK