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GM IMC Campaign-Universityof Michigan Dearborn Top Submission

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GM IMC Campaign-Universityof Michigan Dearborn Top Submission

  1. 1. MANNJ PARAMOUNT <br />Introducing…<br />IMC Campaign<br />
  2. 2. Mission<br />
  3. 3. Introduce college students to GM college discount program incentives, and maintain them as brand loyal consumers for the future<br />
  4. 4. Creative Brief<br />
  5. 5. Our Target Market<br />Tech Savvy<br />Feisty<br />Socially Connected<br />Committed<br />Age: <br />18-24<br />Active<br />Competitive<br />Bold<br />Ambitious<br />
  6. 6. Market Research<br />
  7. 7. “Don’t even bother getting a hold of me, I’ll be tailgating” <br />“I do it all”<br />Welcome to my busy lifestyle…- Gen Y<br />“Booked my NYC Flight”<br />“Finally get to go to Bikram yoga”<br />“Just registered in the Chicago Triathlon”<br />“I wish there was 35 hours in a day, there’s too many things to do”<br />“I’m feeling artsy, I’m feeling the DIA”<br />“I want to eventually start my own company and be a boss lady”<br />“Hit the books, finish up my paper, out for dinner, drinks and dancing… AYO”<br />“Someone has tickets to Lollapalooza, that someone is me!!!!”<br />90% use the internet to conduct research<br />“C’mon fantasy football teams!”<br />- Lifestyle research, according to Facebook & Surveys<br />
  8. 8. “I’m a Cadillac CTS.”<br />U can B a GM 2.<br />Find out what you can be @ GMCollegeDiscount.com<br />
  9. 9. Media Strategy<br />
  10. 10. MediaStrategy<br />Internet<br />Sites: <br /><ul><li>Facebook
  11. 11. Twitter
  12. 12. Myspace
  13. 13. Woodward </li></ul> Dream Cruise<br /><ul><li>GM</li></ul>Sponsorships<br /><ul><li>Dream Cruise </li></ul>Other<br /><ul><li>Billboards
  14. 14. Music Events
  15. 15. Textbook Inserts</li></ul>Events<br /><ul><li>Auto Shows
  16. 16. Tailgating
  17. 17. Advertise in previews
  18. 18. Campus Auto Shows</li></li></ul><li>Events & Sponsorships<br />
  19. 19. Auto Shows<br />Vast Exposure<br />1.2M in New York, 2008<br />650K in Detroit, 2009<br />Minimal Cost<br />Use current GM booth location<br />Activities<br />Young brand representative, informational brochures. Interactive computer access to build cars and receive quote with college discount<br />included.<br />Detroit<br />Jan. 11-24<br />2010 <br />Chicago<br />Feb. 10-21<br />2010 <br />New York<br />April 2-11<br />2010 <br />Los Angeles<br />Nov. 19-28<br />2010 <br />Los Angeles<br />Nov. 19-28<br />2010 <br />
  20. 20. Coming To A College Near YouCampus Auto Show<br />GM<br />College Discount Pricing Incentives<br /><ul><li>Brochures
  21. 21. Test Drive
  22. 22. Chotchkes
  23. 23. Corporate Sponsors
  24. 24. Beverages</li></ul>CADILLAC CTS<br />CHEVROLET MALIBU<br /><ul><li>Texas
  25. 25. USC
  26. 26. Penn State
  27. 27. Alabama
  28. 28. Stanford
  29. 29. Iowa
  30. 30. LSU
  31. 31. Harvard
  32. 32. Princeton
  33. 33. Columbia
  34. 34. Michigan State
  35. 35. U of M
  36. 36. Ohio State
  37. 37. Northwestern
  38. 38. Purdue
  39. 39. Florida
  40. 40. New York University
  41. 41. UCLA
  42. 42. Yale
  43. 43. Notre Dame</li></ul>CHEVROLET CAMARO<br />
  44. 44. Billboards<br />U of M<br />CAMPUS <br />April 13, 2010<br />
  45. 45. “I’m a Chevy Cobalt.”<br />U can B a GM 2.<br />Find out what you can be @ GMCollegeDiscount.com<br />
  46. 46. In-Theater Commercials<br />Attentive audience, large screen, repeat showings. About 3,000 viewers a day at a typical US theater.<br /><ul><li> Pirates of the Caribbean 4 - Spring 2010
  47. 47. Green Zone - March 2010
  48. 48. A Nightmare on Elm Street - April 2010
  49. 49. Iron Man 2 - May 2010
  50. 50. The A-Team - June 2010
  51. 51. Twilight: Eclipse - June 2010
  52. 52. The Other Guys - August 2010
  53. 53. Saw 7 - October 2010
  54. 54. The Hangover 2- 2011</li></ul>Get your discount today online at<br />www.GMcollegediscount.com<br />
  55. 55. Woodward Dream Cruise<br /><ul><li>August 21, 2010
  56. 56. Business Sponsorship
  57. 57. Website presence
  58. 58. Millions of views annually
  59. 59. Woodward Newspaper
  60. 60. 150,000+ views
  61. 61. Dream Cruise Map
  62. 62. 100,000+ views
  63. 63. Onsite demo booths
  64. 64. Information about program
  65. 65. Live entertainment for attention grabbing</li></li></ul><li>Tailgating Events<br /><ul><li>Texas
  66. 66. USC
  67. 67. Penn State
  68. 68. Alabama
  69. 69. Cincinnati
  70. 70. Iowa
  71. 71. LSU
  72. 72. Michigan
  73. 73. Notre Dame
  74. 74. Ohio State
  75. 75. Michigan State
  76. 76. Northwestern
  77. 77. Purdue
  78. 78. Florida</li></ul>Activities:<br />Grilling <br />Beverages<br />Television<br />Car displays<br />
  79. 79. Other<br />
  80. 80. Textbook Inserts<br /><ul><li>Texas
  81. 81. USC
  82. 82. Penn State
  83. 83. Alabama
  84. 84. Stanford
  85. 85. Iowa
  86. 86. LSU
  87. 87. Harvard
  88. 88. Princeton
  89. 89. Columbia</li></ul>U Can B a GM<br /><ul><li>Michigan State
  90. 90. U of M
  91. 91. Ohio State
  92. 92. Northwestern
  93. 93. Purdue
  94. 94. Florida
  95. 95. NYU
  96. 96. UCLA
  97. 97. Yale
  98. 98. Notre Dame</li></ul>gmcollegediscount.com<br />
  99. 99. Chevy offers more fuel efficient models than Honda and Toyota…. Its about time everybody knows it…<br />
  100. 100. Green and in the Scene<br />August 6-8, 2010<br />Grant Park, Chicago<br />2009 Reach: 160,000<br />July 4th Weekend<br />Rothbury, MI<br />2009 Reach: Approx 34,000<br />Demographics<br /><ul><li>Age: 50% 18-34
  101. 101. College Grads & graduates: 64%</li></li></ul><li>BE BOLD<br />GM in the Green Scene<br />Booths<br />Location: <br />Green Street<br />Hybrid Test Drive<br />Sponsor a stage<br />For a Chevy Malibu Giveaway<br />
  102. 102. Internet<br />
  103. 103. Search Engine Optimization<br /><ul><li>Improve search results through natural methods.
  104. 104. Page links from www.gm.com
  105. 105. Submitting indexed pages to online directories.</li></li></ul><li>By 2010 Gen Y will outnumber Baby Boomers… 96% of them have joined a social network<br />Social Networking<br />
  106. 106. Facebook<br />Alexa Traffic Rank: 2<br />US Traffic Rank: 3<br />Sites Linking In: 389,455<br />More than 300 million active users.<br />More than 10 million users become fans of Pages each day.<br />http://facebook.com/pages/GM-U-College-Discount/305114920429<br />
  107. 107. Twitter<br />Alexa Traffic Rank: 13<br />US Traffic Rank: 13<br />Sites Linking In: 290,529<br />Twitter had a monthly growth of 1,382 percent in February.<br />http://twitter.com/mannjparamount<br />
  108. 108. MySpace<br />Alexa Traffic Rank: 11<br />US Traffic Rank: 5<br />Sites Linking In: 362,076<br />Over 100 million existing accounts.<br />http://myspace.com/mannjparamount<br />
  109. 109. GM MUST TAKE ADVANTAGE OF THESE MEDIA OUTLETS AND TARGET CUSTOMERS CREATIVELY.<br />
  110. 110. Budget Allocation<br />
  111. 111.
  112. 112. U can B a GM 2.<br />Find out what you can be @ GMCollegeDiscount.com<br />

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