Justin Ryan Thomas Honda Brand IMC Campaign

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This presentation contains a full 2.5 year Integrated Marketing Campaign, created for American Honda USA.

My Sections: Mission, Technology, SWOT, Comm & MKTG Objecives, Primary Research, Big Idea, Media & Creative Strategy (Print, Internet, Paid Media, Cause Marketing, Media Schedule, Metrics, Conclusion

visit JThomasIMC.com today!

Published in: Business, Technology

Justin Ryan Thomas Honda Brand IMC Campaign

  1. 1. Céline Chevalier Kimberly Guzman Stephen Hattersley Edwardson Lim Shenna Huynh Justin Thomas SDSU IMC Consulting
  2. 2. <ul><li>INTRODUCTION </li></ul>Situation Analysis Introduction Comm. Strategy Execution
  3. 3. <ul><li>Introduction </li></ul><ul><ul><li>Overview </li></ul></ul><ul><li>Situation Analysis </li></ul><ul><ul><li>Internal </li></ul></ul><ul><ul><li>External </li></ul></ul><ul><ul><li>SWOT </li></ul></ul><ul><li>Communication Strategy </li></ul><ul><ul><li>Target Market </li></ul></ul><ul><ul><li>Communications Objectives </li></ul></ul><ul><ul><li>Marketing Objectives </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><li>Execution </li></ul><ul><li>Conclusion </li></ul><ul><ul><li>Q&A </li></ul></ul>Agenda Situation Analysis Introduction Comm. Strategy Execution
  4. 4. <ul><li>Honda Motor Co. Is one of the largest vehicle manufacturers in the world </li></ul><ul><li>Specialize in developing automobiles, motorcycles, and engines for other products </li></ul><ul><li>The company operates primarily in Japan and North America </li></ul><ul><li>Honda sells on average about 1.2 million cars in he US alone each year </li></ul>Overview Situation Analysis Introduction Comm. Strategy Execution
  5. 5. <ul><li>Honda Motor Co. Is one of the largest vehicle manufacturers in the world </li></ul><ul><li>Specialize in developing automobiles, motorcycles, and engines for other products </li></ul><ul><li>The company operates primarily in Japan and North America </li></ul><ul><li>Honda sells on average about 1.2 million cars in he US alone each year </li></ul>Overview Situation Analysis Introduction Comm. Strategy Execution
  6. 6. <ul><li>Honda Motor Co. Is one of the largest vehicle manufacturers in the world </li></ul><ul><li>Specialize in developing automobiles, motorcycles, and engines for other products </li></ul><ul><li>The company operates primarily in Japan and North America </li></ul><ul><li>Honda sells on average about 1.2 million cars in he US alone each year </li></ul>Overview Situation Analysis Introduction Comm. Strategy Execution
  7. 7. <ul><li>Honda Motor Co. Is one of the largest vehicle manufacturers in the world </li></ul><ul><li>Specialize in developing automobiles, motorcycles, and engines for other products </li></ul><ul><li>The company operates primarily in Japan and North America </li></ul><ul><li>Honda sells 1.2 million cars in the US alone each year, on average </li></ul>Overview Situation Analysis Introduction Comm. Strategy Execution
  8. 8. <ul><ul><li>INTERNAL ANALYSIS </li></ul></ul>Situation Analysis Introduction Comm. Strategy Execution
  9. 9. <ul><li>“ Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.” </li></ul>Mission Statement Situation Analysis Introduction Comm. Strategy Execution
  10. 10. <ul><li>VCM </li></ul><ul><li>Hybrid IMA </li></ul><ul><li>CVT </li></ul><ul><li>VTEC </li></ul><ul><li>SH-AWD </li></ul><ul><li>Crash compatibility body </li></ul>Technology Situation Analysis Introduction Comm. Strategy Execution
  11. 11. <ul><li>Company Values </li></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>Research and Development </li></ul></ul><ul><li>Quality </li></ul><ul><li>Uniqueness </li></ul>Company Values Situation Analysis Introduction Comm. Strategy Execution
  12. 12. Demographics Situation Analysis Introduction Comm. Strategy Execution
  13. 13. <ul><li>Honda is the 6th largest car manufacturer in the world </li></ul><ul><li>Main competitors include: </li></ul>Current Competition Situation Analysis Introduction Comm. Strategy Execution
  14. 14. <ul><li>EXTERNAL ANALYSIS </li></ul>Situation Analysis Introduction Comm. Strategy Execution
  15. 15. <ul><li>Government and compliance </li></ul><ul><li>Environmental Issues </li></ul><ul><li>Society </li></ul><ul><ul><li>Community Participation </li></ul></ul><ul><ul><li>Social Welfare </li></ul></ul><ul><ul><li>Disaster Relief </li></ul></ul><ul><ul><li>Volunteer Activities </li></ul></ul><ul><ul><li>Value Communications </li></ul></ul>Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
  16. 16. <ul><li>Government and compliance </li></ul><ul><li>Environment </li></ul><ul><li>Society </li></ul><ul><ul><li>Community Participation </li></ul></ul><ul><ul><li>Social Welfare </li></ul></ul><ul><ul><li>Disaster Relief </li></ul></ul><ul><ul><li>Volunteer Activities </li></ul></ul><ul><ul><li>Value Communications </li></ul></ul>Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
  17. 17. <ul><li>Government and compliance </li></ul><ul><li>Environment </li></ul><ul><li>Society </li></ul><ul><ul><li>Community Participation </li></ul></ul><ul><ul><li>Social Welfare </li></ul></ul><ul><ul><li>Disaster Relief </li></ul></ul><ul><ul><li>Volunteer Activities </li></ul></ul><ul><ul><li>Value Communications </li></ul></ul>Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
  18. 18. <ul><li>High Fuel Prices </li></ul><ul><li>Weak U.S. Economy </li></ul><ul><li>Financial Crises </li></ul><ul><ul><li>Global Financial Crisis of 2008 </li></ul></ul><ul><ul><li>Automotive Industry Crisis 2008-2010 </li></ul></ul>Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
  19. 19. <ul><li>High Fuel Prices </li></ul><ul><li>Weak U.S. Economy </li></ul><ul><li>Financial Crises </li></ul><ul><ul><li>Global Financial Crisis of 2008 </li></ul></ul><ul><ul><li>Automotive Industry Crisis 2008-2010 </li></ul></ul>Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
  20. 20. <ul><li>High Fuel Prices </li></ul><ul><li>Weak U.S. Economy </li></ul><ul><li>Financial Crises </li></ul><ul><ul><li>Global Financial Crisis of 2008 </li></ul></ul><ul><ul><li>Automotive Industry Crisis 2008-2010 </li></ul></ul>Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
  21. 21. <ul><li>Government bailouts for General Motors and Chrysler </li></ul><ul><li>Toyota Recalls of 2010 </li></ul><ul><li>  </li></ul><ul><li>Cash for Clunkers Car Allowance Rebate System </li></ul><ul><ul><li>Results: </li></ul></ul><ul><ul><ul><li>690,114 dealer transactions with Honda accounting for 13.0% of sales </li></ul></ul></ul><ul><ul><ul><li>  #2 Selling Car Honda Civic </li></ul></ul></ul><ul><ul><ul><li>  Led to gain in market share for Japanese and European manufacturers at the expense of American car makers </li></ul></ul></ul>Economy / Politics Cont. Situation Analysis Introduction Comm. Strategy Execution
  22. 22. <ul><li>Government bailouts for General Motors and Chrysler </li></ul><ul><li>Toyota Recalls of 2010 </li></ul><ul><li>  </li></ul><ul><li>Cash for Clunkers Car Allowance Rebate System </li></ul><ul><ul><li>Results: </li></ul></ul><ul><ul><ul><li>690,114 dealer transactions with Honda accounting for 13.0% of sales </li></ul></ul></ul><ul><ul><ul><li>#2 Selling Car Honda Civic </li></ul></ul></ul><ul><ul><ul><li>Led to gain in market share for Japanese and European manufacturers at the expense of American car makers </li></ul></ul></ul>Economy / Politics Cont. Situation Analysis Introduction Comm. Strategy Execution
  23. 23. <ul><li>Government bailouts for General Motors and Chrysler </li></ul><ul><li>Toyota Recalls of 2010 </li></ul><ul><li>  </li></ul><ul><li>Cash for Clunkers Car Allowance Rebate System </li></ul><ul><ul><li>Results: </li></ul></ul><ul><ul><ul><li>690,114 dealer transactions with Honda accounting for 13.0% of sales. </li></ul></ul></ul><ul><ul><ul><li>#2 Selling Car Honda Civic </li></ul></ul></ul><ul><ul><ul><li>Led to gain in market share for Japanese and European manufacturers at the expense of American car makers </li></ul></ul></ul>Economy / Politics Cont. Situation Analysis Introduction Comm. Strategy Execution
  24. 24. <ul><li>Shift towards more economical, fuel efficient vehicles due to: </li></ul><ul><ul><li>High gas prices </li></ul></ul><ul><ul><li>Increased environmental awareness </li></ul></ul><ul><li>  </li></ul><ul><li>Green movement encouraging more fuel efficient transportation </li></ul><ul><ul><li>Carpooling </li></ul></ul><ul><ul><li>Public Transportation </li></ul></ul><ul><ul><li>Alternative transportation (bikes, skateboards, etc.) </li></ul></ul><ul><ul><li>Most viable solution is the invention of the Hybrid </li></ul></ul>Social Trends Situation Analysis Introduction Comm. Strategy Execution
  25. 25. <ul><li>Shift towards more economical, fuel efficient vehicles due to: </li></ul><ul><ul><li>Frequently high gas prices </li></ul></ul><ul><ul><li>Increased environmental awareness </li></ul></ul><ul><li>  </li></ul><ul><li>Green movement encouraging more fuel efficient transportation </li></ul><ul><ul><li>Carpooling </li></ul></ul><ul><ul><li>Public Transportation </li></ul></ul><ul><ul><li>Alternative transportation (bikes, skateboards, etc.) </li></ul></ul><ul><ul><li>Most viable solution; increasing use of the hybrid engine </li></ul></ul>Social Trends Situation Analysis Introduction Comm. Strategy Execution
  26. 26. SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  27. 27. SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  28. 28. SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  29. 29. SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  30. 30. Communication Strategy Situation Analysis Introduction Comm. Strategy Execution
  31. 31. <ul><li>Primary Market </li></ul><ul><ul><li>Middle and Upper socio economic classes </li></ul></ul><ul><ul><li>Financially stable </li></ul></ul><ul><ul><li>Desire to purchase a vehicle </li></ul></ul><ul><ul><li>Style conscious </li></ul></ul><ul><ul><li>Considers value </li></ul></ul><ul><li>Secondary Market </li></ul><ul><ul><li>Entry-Level buyers </li></ul></ul><ul><ul><li>Desire an affordable, yet stylish vehicle </li></ul></ul><ul><li>Tertiary Market </li></ul><ul><ul><li>Bloggers, those who participate or view online diaries, podcasts, or other forms of social media </li></ul></ul><ul><ul><li>Important to influencing the perception of brands </li></ul></ul>Target Market Situation Analysis Introduction Comm. Strategy Execution
  32. 32. <ul><li>Primary Market </li></ul><ul><ul><li>Middle and Upper socio economic classes </li></ul></ul><ul><ul><li>Financially stable </li></ul></ul><ul><ul><li>Desire to purchase a vehicle </li></ul></ul><ul><ul><li>Style conscious </li></ul></ul><ul><ul><li>Considers value </li></ul></ul><ul><li>Secondary Market </li></ul><ul><ul><li>Entry-Level buyers </li></ul></ul><ul><ul><li>Desire an affordable, yet stylish vehicle </li></ul></ul><ul><li>Tertiary Market </li></ul><ul><ul><li>Bloggers, those who participate or view online diaries, podcasts, or other forms of social media </li></ul></ul><ul><ul><li>Important to influencing the perception of brands </li></ul></ul>Target Market Situation Analysis Introduction Comm. Strategy Execution
  33. 33. <ul><li>Primary Market </li></ul><ul><ul><li>Middle and Upper socio economic classes </li></ul></ul><ul><ul><li>Financially stable </li></ul></ul><ul><ul><li>Desire to purchase a vehicle </li></ul></ul><ul><ul><li>Style conscious </li></ul></ul><ul><ul><li>Considers value </li></ul></ul><ul><li>Secondary Market </li></ul><ul><ul><li>Entry-Level buyers </li></ul></ul><ul><ul><li>Desire an affordable, yet stylish vehicle </li></ul></ul><ul><li>Tertiary Market </li></ul><ul><ul><li>Bloggers, those who participate or view online diaries, podcasts, or other forms of social media </li></ul></ul><ul><ul><li>Important to influencing the perception of brands </li></ul></ul>Target Market Situation Analysis Introduction Comm. Strategy Execution
  34. 34. <ul><li>Jeunes Diplômés </li></ul>Target Market Cont. Situation Analysis Introduction Comm. Strategy Execution
  35. 35. <ul><li>Customer Profile: JD </li></ul><ul><li>1. Age: 22 </li></ul><ul><li>2. Location: San Diego, CA </li></ul><ul><li>3. Education Level: College Senior (Last Semester) </li></ul><ul><li>4. Job: Internship at a small investment firm </li></ul><ul><li>5. Interests: Television, movies, learning French </li></ul><ul><li>6. Hobbies: Playing guitar, photography, following Pro Sport fantasy leagues </li></ul><ul><li>What he’s thinking right now: </li></ul><ul><li>What he’s worried about right now: </li></ul>Target Market Cont. Situation Analysis Introduction Comm. Strategy Execution
  36. 36. <ul><li>Target Market + Others reached via marketing communications, to include: </li></ul><ul><ul><li>General press/ Automotive specialty press </li></ul></ul><ul><ul><li>Media companies </li></ul></ul><ul><ul><li>Bloggers </li></ul></ul><ul><ul><li>Honda Staff </li></ul></ul>Target Audience Situation Analysis Introduction Comm. Strategy Execution
  37. 37. <ul><li>Brand Image </li></ul><ul><ul><li>Build the brand image amongst the target market </li></ul></ul><ul><li>Focus on communicating specific values </li></ul><ul><ul><li>Fun, Safety, Environmental friendliness </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Print, streaming video, direct marketing, internet, outdoor </li></ul></ul><ul><li>Cause Marketing </li></ul><ul><ul><li>Support a cause relevant to our target market </li></ul></ul>Communication Objectives Situation Analysis Introduction Comm. Strategy Execution
  38. 38. <ul><li>Brand Image </li></ul><ul><ul><li>Build the brand image amongst the 18-24, educated market </li></ul></ul><ul><li>Focus on communicating specific values </li></ul><ul><ul><li>Fun, Safety, Environmental friendliness </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Print, streaming video, direct marketing, internet, outdoor </li></ul></ul><ul><li>Cause Marketing </li></ul><ul><ul><li>Support a cause relevant to our target market </li></ul></ul>Communication Objectives Situation Analysis Introduction Comm. Strategy Execution
  39. 39. <ul><li>Brand Image </li></ul><ul><ul><li>Build the brand image amongst the 18-24, educated market </li></ul></ul><ul><li>Focus on communicating specific values </li></ul><ul><ul><li>Fun, Safety, Environmental friendliness </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Print, streaming video, direct marketing, website, outdoor </li></ul></ul><ul><li>Cause Marketing </li></ul><ul><ul><li>Support a cause relevant to our target market </li></ul></ul>Communication Objectives Situation Analysis Introduction Comm. Strategy Execution
  40. 40. <ul><li>Brand Image </li></ul><ul><ul><li>Build the brand image amongst the 18-24, educated market </li></ul></ul><ul><li>Focus on communicating specific values </li></ul><ul><ul><li>Fun, Safety, Environmental friendliness </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Print, streaming video, direct marketing, internet, outdoor </li></ul></ul><ul><li>Cause Marketing </li></ul><ul><ul><li>Support a cause relevant to our target market </li></ul></ul>Communication Objectives Situation Analysis Introduction Comm. Strategy Execution
  41. 41. <ul><li>No specific sales/ market share objectives </li></ul><ul><ul><li>Offer little guidance for promotional development </li></ul></ul><ul><ul><li>Marketing communications do not have an immediate impact </li></ul></ul><ul><ul><li>Consumers must be in the market </li></ul></ul><ul><li>Passive approach </li></ul><ul><ul><li>Focus on creating favorable predispositions </li></ul></ul><ul><li>Make Honda #1 among all auto brands </li></ul>Marketing Objectives Situation Analysis Introduction Comm. Strategy Execution
  42. 42. <ul><li>No specific sales/ market share objectives </li></ul><ul><ul><li>Offer little guidance for promotional development </li></ul></ul><ul><ul><li>Marketing communications do not have an immediate impact </li></ul></ul><ul><ul><li>Consumers must be in the market </li></ul></ul><ul><li>Passive approach </li></ul><ul><ul><li>Focus on creating favorable predispositions </li></ul></ul><ul><li>Make Honda #1 among all auto brands </li></ul>Marketing Objectives Situation Analysis Introduction Comm. Strategy Execution
  43. 43. <ul><li>No specific sales/ market share objectives </li></ul><ul><ul><li>Offer little guidance for promotional development </li></ul></ul><ul><ul><li>Marketing communications do not have an immediate impact </li></ul></ul><ul><ul><li>Consumers must be in the market </li></ul></ul><ul><li>Passive approach </li></ul><ul><ul><li>Focus on creating favorable predispositions </li></ul></ul><ul><li>Make Honda #1 among all auto brands </li></ul>Marketing Objectives Situation Analysis Introduction Comm. Strategy Execution
  44. 44. <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul>Primary Research
  45. 45. <ul><li>“ Consumer Sweet Spot” </li></ul><ul><ul><li>Recently entered or approaching a new life stage </li></ul></ul><ul><ul><li>Cognitive dissonance </li></ul></ul><ul><li>Honda will help them transition </li></ul><ul><ul><li>Allow the driver to be both responsible and free spirited </li></ul></ul><ul><li>Supporting evidence </li></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Fun = free spirit </li></ul></ul><ul><ul><li>Safety/Environment = responsible </li></ul></ul>Big Idea Situation Analysis Introduction Comm. Strategy Execution
  46. 46. <ul><li>“ Consumer Sweet Spot” </li></ul><ul><ul><li>Recently entered or approaching a new life stage </li></ul></ul><ul><ul><li>Cognitive dissonance </li></ul></ul><ul><li>Honda will help them transition </li></ul><ul><ul><li>Allow the driver to be both responsible and free spirited </li></ul></ul><ul><li>Supporting evidence </li></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Fun = free spirit </li></ul></ul><ul><ul><li>Safety/Environment = responsible </li></ul></ul>Big Idea Situation Analysis Introduction Comm. Strategy Execution
  47. 47. <ul><li>“ Consumer Sweet Spot” </li></ul><ul><ul><li>Recently entered or approaching a new life stage </li></ul></ul><ul><ul><li>Cognitive dissonance </li></ul></ul><ul><li>Honda will help them transition </li></ul><ul><ul><li>Allow the driver to be both responsible and free spirited </li></ul></ul><ul><li>Supporting evidence </li></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Fun = free spirit </li></ul></ul><ul><ul><li>Safety/Environment = responsible </li></ul></ul>Big Idea Situation Analysis Introduction Comm. Strategy Execution
  48. 48. Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
  49. 49. Print Media Situation Analysis Introduction Comm. Strategy Execution
  50. 50. <ul><li>AD 1 NO COPY </li></ul>
  51. 51. <ul><li>Ad 2 no copy </li></ul>
  52. 52. <ul><li>BILLBOARD </li></ul>
  53. 53. <ul><li>Social Media </li></ul>
  54. 54. Internet Advertising Vehicles Situation Analysis Introduction Comm. Strategy Execution
  55. 55. Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
  56. 56. Paid Media Advertising Situation Analysis Introduction Comm. Strategy Execution
  57. 57. <ul><li>The Other 9-5 </li></ul><ul><ul><li>Teaser commercial used in the summer months meant to entice viewers to visit the Full of Life website </li></ul></ul><ul><ul><li>Have target audience associate “positive feelings” with the Honda Brand </li></ul></ul><ul><ul><li>Exhibit the different lifestyles that JDs balance everyday </li></ul></ul>Online Teaser Advertisement Situation Analysis Introduction Comm. Strategy Execution
  58. 58. <ul><li>PRINT W/ IMAGE COPY </li></ul>
  59. 59. <ul><li>AD 2 COPY </li></ul>
  60. 60. <ul><li>Which University can design the most effective environmental-action movement </li></ul><ul><ul><li>$100,000 budget </li></ul></ul><ul><li>Incentives </li></ul><ul><ul><li>$10,000 scholarship </li></ul></ul><ul><ul><li>Green Fleet edition Honda CRZ </li></ul></ul><ul><ul><li>Jack Johnson Concert at winning University </li></ul></ul><ul><li>Events at competing universities </li></ul><ul><li>Webisode series to document team’s progress </li></ul>Cause Marketing The Honda Full of Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
  61. 61. <ul><li>Which University can design the most effective environmental movement </li></ul><ul><ul><li>$100,000 budget </li></ul></ul><ul><li>Incentives </li></ul><ul><ul><li>$10,000 scholarship </li></ul></ul><ul><ul><li>Green Fleet edition Honda CRZ </li></ul></ul><ul><ul><li>Jack Johnson Concert at winning University </li></ul></ul><ul><li>Events at competing universities </li></ul><ul><li>Webisode series to document team’s progress </li></ul>Cause Marketing The Honda Full of Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
  62. 62. <ul><li>Which University can design the most effective environmental movement </li></ul><ul><ul><li>$100,000 budget </li></ul></ul><ul><li>Incentives </li></ul><ul><ul><li>$10,000 scholarship </li></ul></ul><ul><ul><li>Green Fleet edition Honda CRZ </li></ul></ul><ul><ul><li>Jack Johnson Concert at winning University </li></ul></ul><ul><li>Events at competing universities </li></ul><ul><li>Webisode series to document team’s progress </li></ul> Cause Marketing The Honda Full of Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
  63. 63. <ul><li>Which University can design the most effective environmental movement </li></ul><ul><ul><li>$100,000 budget </li></ul></ul><ul><li>Incentives </li></ul><ul><ul><li>$10,000 scholarship </li></ul></ul><ul><ul><li>Green Fleet edition Honda CRZ </li></ul></ul><ul><ul><li>Jack Johnson Concert at winning University </li></ul></ul><ul><li>Events at competing universities </li></ul><ul><li>Webisode series to document team’s progress </li></ul> Cause Marketing The Honda Full of Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
  64. 64. <ul><li>Aligns Honda with two causes </li></ul><ul><ul><li>Environment </li></ul></ul><ul><ul><li>Higher Education </li></ul></ul><ul><li>Opportunity to go viral </li></ul><ul><ul><li>Webisodes </li></ul></ul><ul><li>Takes advantage of star power </li></ul><ul><ul><li>Jack Johnson </li></ul></ul>Cause Marketing The Honda Full of Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
  65. 65. <ul><li>Aligns Honda with two causes </li></ul><ul><ul><li>Environment </li></ul></ul><ul><ul><li>Higher Education </li></ul></ul><ul><li>Opportunity to go viral </li></ul><ul><ul><li>Webisodes </li></ul></ul><ul><li>Takes advantage of star power </li></ul><ul><ul><li>Jack Johnson </li></ul></ul>Cause Marketing The Honda Full of Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
  66. 66. <ul><li>Aligns Honda with two causes </li></ul><ul><ul><li>Environment </li></ul></ul><ul><ul><li>Higher Education </li></ul></ul><ul><li>Opportunity to go viral </li></ul><ul><ul><li>Webisodes </li></ul></ul><ul><li>Takes advantage of “star power” </li></ul><ul><ul><li>Jack Johnson </li></ul></ul>Cause Marketing The Honda Full of Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
  67. 67. <ul><li>Green fleet cars </li></ul>
  68. 68. <ul><li>Green fleet Flyer </li></ul>
  69. 69. Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
  70. 70. <ul><li>Jack Johnson </li></ul>
  71. 71. <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul>
  72. 72. <ul><li>Social Media </li></ul>
  73. 73. Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
  74. 74. <ul><li>Month: May </li></ul><ul><li>Sender: The Honda Green Fleet </li></ul><ul><li>Subject Line:   Check out the season finale webisode for Honda’s Green Fleet Contest </li></ul><ul><li>Body: Green Fleet contest promotion, Honda new graduate car deals, featured webisodes, large graphic, landing page to Full of Life website and Green Fleet contest, trackable URL </li></ul>E-Mail Marketing Situation Analysis Introduction Comm. Strategy Execution
  75. 75. Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
  76. 76. <ul><li>Ad1-competitive copy </li></ul>
  77. 77. Media Schedule
  78. 78. Budget Allocation Media Costs Internet $10,689,480.00 Outdoor $8,190,000.00 Direct Marketing $64,200.00 Print $14,914,032.00 Event $939,875.00 Production Cost $75,000.00 Total $34,872,587
  79. 79. Metrics
  80. 80. Conclusion / Q&A

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