GM&U Creative Brief


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GM&U Creative Brief

  1. 1. Creativity Drives The Mind 7 Subject Note book 20 SHEETS COLLEGE EDITION East Lansing, MI 48825 Made In U.S.A.
  2. 2. Table Of Contents • Situation Analysis • Strategic Research • S.W.O.T Analysis • Creative Brief • Creative Work • Media Overview 1
  3. 3. Memorandum We at Rampant advertising thank you for the opportunity to compete for the GM&U col- lege discount program. We are very happy to able to show new and innovative ways in which we believe will help catapult this program to the front. With the research we conducted over the past couple weeks we learned that the GM&U program is not well known to the target audience therefore helping to drive sales of the GM brand overall. With our proposal we believe that the work created will relate to the college market and put GM back on top of the automotive market. Thank you again for giving us the opportunity to open our minds and help you with this program. ~The Rampant Crew 2
  4. 4. Situation Analysis
  5. 5. Situation Analysis Client History • General Motors started in 1902 as a holding company for Buick. Later in the same year it acquired Oldsmobile and grew from there. • Collecting Cadillac, Oakland, and various other car companies were acquired to become part of the GM family in 1908. • In 2009 General Motors went into Bankruptcy and is now controlled by the US Government. • GM is slowly coming back from financial problems and is creating better cars for the future. 3
  6. 6. Situation Analysis Product Description •GM&U is a college discount program that is offered to any college student currently enrolled or has recently graduated within two years. •The program started within the past year. •GM&U offers approximately 1-2% any new car from General Motors. Competition •GM&U college discount program has few other programs that is competing with it. Any dis- count program or cars offered at a lower price are competition. •GM has many competitors with all automotive, motorcycle, transit, and any other type of transportation foreign or domestic offered to the public. 4
  7. 7. Situation Analysis Target Audience • The target audience of the GM&U College discount program is anyone who is currently enrolled or has graduated college within the past two years. • The age we are targeting are between 18-25 focusing mostly on 21-24 year olds. • The reason we believe that 21-24 year olds are more important are because these are the ages most people are living off campus and are in the market for a new car. 5
  8. 8. 6
  9. 9. Strategic Research
  10. 10. Strategic Research Primary Research: We conducted interviews with local dealers asking them about the program and found that very few could actually tell us much about it or any local advertising they are doing on college campuses. We also conducted a survey consisting of college students and people who are qualified for the discount. Secondary Research: Our secondary research consisted of articles found throughout newspapers and the internet such as the Wall street Journal, Detroit Free Press, and 7
  11. 11. Consumer Behavior Percentages Taken from a self conducted survey: * A majority of people are looking for attractive, durable, and dependable. 8
  12. 12. Survey Results Who Is Most Influential When Purchasing A Car? 9
  13. 13. Continued... Who Is Most Influential When Making A Purchase? 10
  14. 14. Continued... Who Is Most Influential When Making A Decision? 11
  15. 15. Continued... Are You Currently Looking For A Car? 12
  16. 16. Continued... When Shopping It Is Important that A Car Is? 13
  17. 17. Continued... When Did You Last Go Car Shopping? 14
  18. 18. Continued... Will You Be In The Market For A Car In The Next 6 Months? 15
  19. 19. Continued... Have You Heard Of GM & U? 16
  20. 20. S.W.O.T Analysis
  21. 21. S.W.O.T Analysis: GM & U Strengths: Size of market share - GM has the highest U.S. market share following Toyota and Ford. Brand Equity - GM is a well known brand that is well recognized. Globally Known - GM has a presence in 32 countries around the world. New Management – New people at the top like Frederick Henderson C.E.O. Research & Development – GM is the only manufacturer with On star and have Flex Fuel automobiles. Improved Model Acceptance – Consumers seem to have a better acceptance of newer models like the Malibu. 17
  22. 22. S.W.O.T Continued Weaknesses: Knowledge of GM&U – Most dealerships and employees don’t know about the program to be able to offer it to customers. Awareness of GM&U – College students don’t know the program exists because it is not promoted on campus and minimally elsewhere. Worth of Discount – Discount isn’t enough to drive someone into the showroom. Discount Size – Discount is only a percentage (1-2%). Brand Identity – GM Brand image has been tar- nished and consumer perception of product quality is weak. 18
  23. 23. S.W.O.T Continued Opportunities: First College Discount Program – GM is the only manufacturer with a discount program solely for college students. Smaller Product Line – Fewer products give simpler management. Build on New Consumers Confidence – Increase market share by focusing more resources on fuel efficient cars and changing consumers demands on new models and styles. Change Company Culture – Look at a new way of thinking instead of the old “stale” business model. Get fresh young ideas. 19
  24. 24. S.W.O.T Continued Threats: Domestic and Foreign Competition – Competing against Toyota, Ford, Hyundai, Hon- da, Chrysler, etc… Federal Regulation – Government has overwhelming say in the company. UAW – Can hurt company if workers are happy and GM has to comply with their terms. Profit – Not able to pay off existing debt or cover all expenses from year to year. Incentives by Other Manufacturers – Other companies’ incentives could be more enticing than GM&U. Company Downsizing – Closing plants and cutbacks could cause internal Problems. 20
  25. 25. Creative Brief
  26. 26. Creative Brief Brand Personality General Motors current reputation is that of a car company recently going through financial turmoil to the extent that it was bailed out by the government. Despite that fact the brand itself still has many loyal customers who believe the company can make a comeback. The GM&U brand currently has very poor recognition due to the fact that there has been very little effort put into promoting the brand up to this point. Customer Profile With the results we compiled from our own online survey and in addition to the information from the VALS study we concluded that our target market of college aged kids are “Impulsive”. People that age generally spend a lot of money on socializing, entertainment and fashion. The VALS system shows this age demographic as “Experiencers”. 21
  27. 27. Creative Brief Desired Response The number one priority of this campaign is for there to be a dramatic increase in awareness of the GM&U brand. By the time this campaign is over, there should be a much stronger brand recognition with consumers. How Are We Getting There? Strategy: We want the advertising to make college graduates and students aware that the GM&U discount acknowledges the hard work and dedication they’ve shown in completing their collegiate education by rewarding them with a unique savings program they have earned. Key Discovery While visiting different dealerships it was discovered that even the dealerships themselves had very little or no knowledge of the promotion. 22
  28. 28. Creative Work
  29. 29. Revised Logo A graduation cap has been added to the logo. This further associates the image with the collegiate/university feel 23
  30. 30. Print Everyday Easily College Recognizable Situations Logo 24
  31. 31. Web Address & Logo Consistently Placed Logo Reinforced Within Image Themeline embedded within copy Image Depicts College Scenario Headline and body copy remain consistent on print pieces
  32. 32. Print 25
  33. 33. Print Simplistic Layout & Graphics 26
  34. 34. Print Thoughtful Copy Section 27
  35. 35. Facebook Application A simple slot car flash game is very cheap and easy to produce, yet will still entertain the viewer while ads are shown to them. Rather than making a simple fan page, a full application complete with flash game would best attract Facebook viewers. Before each race, a fun fact can be displayed concerning either GM&U or the GM brand. 28
  36. 36. Contest CAMPUS CHALLENGE GM&U Synopsis: WHAT: Creative viral branding of GM&U Logo for cash prize We will run a competition for college WHO: University Students Nationwide students that will invoke creative viral WHERE: Posted to Facebook Page branding and awareness of GM&U WHEN: Start and stop dates corresponding through Facebook. to general semester dates HOW:Video and photo submission Brief: Prize: Facebook Page 1st: $1000 (possibly in addition to cash prize What is the portal to the competition? there could be branded gear given away) • Set up for easy view of competition rules. 2nd: $500 • Areas to view submissions and user-rate, however 3rd: $250 we will have final say in winners. • Custom page dedication to competition Criteria: Not very rigid, good quality photo or video that displays the GM&U logo in a Submissions creative way. What exactly we will be asking for from students and getting in return? Qualifying Participants: • Video or Photo submissions of creative uses of the GM&U logo. Anyone who qualifies for the savings qualifies for the Campus Challenge • We have the ability to remove anything we see competition. unfit or destructive. • Along with submissions we will require them to provide us with certain information not only to contact them if they win, but crucial information for future marketing. Logic Why is this a good idea? • Cash prize will ensure participants. • Increased participation = Increased awareness by anyone involved and exposed. 29
  37. 37. Outdoor Eye catching simplicity is key here. Keeping the Average view time message of a billboard is re- presented simple stricted to around allows the viewer to three seconds when take in the entire ad. traveling at highway speed. 30
  38. 38. Radio Rampant Advertising GM&U Radio Spot “Diploma Reward” Copy Anncr: Four years of college and they reward you with a diploma. That’s it. A piece of paper with a couple signatures. Well now that diploma is going to reward You. Student:Really? how about a job offer? Anncr: Not quite. GM is offering a unique discount on it’s vehicles just for college students and recent grads. The GM&U college discount program gives students and grads big bucks off new rides so you can get those interviews on time and in style. Anncr: Didn’t know your diploma could do that, Did ya? Visit any GM dealer or for more info. 31
  39. 39. Web Banners Image 1 Image 2 Image 3 Image 4 A simplistic banner that displays the logo early and often is vital for web advertising. Ads will be placed on sites that are frequented by college students. ex. (Facebook, College Humor, ESPN) 32
  40. 40. Point of Purchase Graduation cap design will draw attention and inform the viewer who this ad is for. Someone who fits the demographic will then be able to inquire for more information. If they’re already in the dealership, then only the college aspect needs to be enforced. 33
  41. 41. Video Gaming • Advertising in video games is an extremely fast growing media. • Research shows that at least 70% of college students play video games “once in a while” • Ad would show up with logo and web address. • When placed correctly the ad is non-intrusive yet still very noticeable. 34 • Ads can be placed in a large variety of games.
  42. 42. Media Overview
  43. 43. Media Overview Media Scheduling We believe that a Pulsing Strategy works best for the GM&U campaign. The reason for this is that you are able to keep a continuity from month to month while also being able to focus more concentration on select months. The main amount would be focused during the fall, winter, and spring while most schools are in session and student bodies are at their maximum. During this time we would put more money in December and May/June which are around graduation. The summer months would have a significant drop off since very few people are on campus but there would still be ads running to keep it on the minds of those who are. 35
  44. 44. Media Overview Over the year we are planning on dividing the $1.5 million through these 6 different mediums. 20% of the budget will go to Radio. 39% Will go to print. 10% will go to flash banners. 1% will go towards the GM&U contest. 10% will go towards billboards. 20% will go towards video games. 36
  45. 45. Media Overview Media Scheduling: Pulsing Legend Black: Heavy advertising for peak periods Grey: Normal advertising for moderate periods Cream: Light advertising for low periods 37
  46. 46. thank you from D. McGreal | M. Robertson | J. Castle R. Anderson | J. Burke 38