Scion Marketing Plan


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In my advertising and promotion class, my partner and I received scholarships from Toyota Scion for our presentation about a possible marketing campaign for their Scion vehicles. This is the powerpoint to that project.

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Scion Marketing Plan

  1. 1. Our Street Event Marketing Campaign Created By: Klair Lindblad & Natasha Cornelius
  2. 2. Our Summary <ul><li>With our years worth of events, Luther Toyota City and Scion will not only gain in net profit but will also be regarded highly in the minds of their target markets </li></ul><ul><ul><li>Young adults will realize that the employees at Luther Toyota City and Scion know what people their age enjoy: music, parties, camping, and sports </li></ul></ul><ul><ul><li>Families will know that the company not only sells cost-efficient and spacious vehicles, but gives back to the community through their family-friendly events </li></ul></ul>
  3. 3. Go Green: Energy Awareness Event Earth Day, April 2008 <ul><li>Location and Time </li></ul><ul><ul><li>Loring Park, Minneapolis from 12-4 pm </li></ul></ul><ul><li>Target Markets </li></ul><ul><ul><li>Primary: Environmentally-conscious adults </li></ul></ul><ul><ul><li>Secondary: Young adults who want to change the future of their environment </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To educate about energy efficient alternatives while promoting the Scion tC and its fuel economy of a money and energy-saving 30 miles per gallon </li></ul></ul><ul><li>Total Cost </li></ul><ul><ul><li>$4989.00 </li></ul></ul>
  4. 4. Schedule: Up for 2 weeks prior to event
  5. 5. Schedule: Up for 4 weeks prior to event
  6. 6. Schedule: Placed on doors of 10 taxis around Twin Cities area for 2 weeks prior to event
  7. 7. Camping, Cars, and Kayaks Saturday, May 17 th , 2008 <ul><li>Location and Time </li></ul><ul><ul><li>Dick’s Sporting Goods, Maple Grove from 1-5 pm </li></ul></ul><ul><li>Target Market </li></ul><ul><ul><li>Primary Market: Outdoor Enthusiasts </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To promote the many uses of the Scion xB for any outdoorsmen. In particular the size and shape to accommodate any fisherman, hunter, camper and their equipment. </li></ul></ul><ul><li>Total Cost </li></ul><ul><ul><li>$4977.00 </li></ul></ul>
  8. 8. Schedule: Will run online at for 20 days prior to event
  9. 9. <ul><li>93X Radio Script (male adult speaking, age 21-28): </li></ul><ul><li>“ Is your small vehicle preventing your love of road-trips, camping, and fishing from flourishing? Your dream car, along with some delicious grilled food, awaits you at the Dick’s Sporting Goods in Maple Grove. This event is hosted by Luther Toyota City and Scion. The Scion xB is the perfect size for traveling with people and equipment comfortably, and its average 25 mpg will get you to your destination more efficiently than those other vehicles. Come check it out this Saturday, May 17th from 1-5 pm. Get there before all the food is sold!” </li></ul><ul><li>Schedule: Will air ten times over the span of two days on Thursday and Friday, prior to the event on Saturday </li></ul>
  10. 10. Schedule: Will air through Comcast Spotlight the week of the event reaching the Twin Cities population (concentration: Hennepin County)
  11. 11. Basilica Block Party Friday, July 11 th , 2008 <ul><li>Location and Time </li></ul><ul><ul><li>Minneapolis from 6-9 pm </li></ul></ul><ul><li>Target Markets </li></ul><ul><ul><li>Primary: Young Adults </li></ul></ul><ul><ul><li>Secondary: Teenagers </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To promote the Scion tC, xD, and xB and its convenient hatch-back design by tailgating and selling food to all the hungry partiers </li></ul></ul><ul><li>Total Cost </li></ul><ul><ul><li>$3260.00 </li></ul></ul>
  12. 12. Schedule: Ad in 4 theaters in Maple Grove/Osseo/Brooklyn Park area for 4 weeks and as indoor bathroom stall ads in 10 different clubs/restaurants in Minneapolis for 1 month
  13. 13. Maple Grove Days Saturday, July 12 th , 2008 <ul><li>Location and Time </li></ul><ul><ul><li>Maple Grove during Business Expo Hours </li></ul></ul><ul><li>Target Markets </li></ul><ul><ul><li>Primary: Maple Grove residents between 18-35 </li></ul></ul><ul><ul><li>Secondary: Surrounding city residents (18-35) </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To use the advantage of the popular Maple Grove Days to promote Luther Toyota City and Scion at the Business Expo. This promotion will increase the awareness of Scion and show the advantages of the residents owning one. </li></ul></ul>
  14. 14. Costs <ul><li>Total: $4700.00 </li></ul><ul><li>$2500 as a Silver Leaf Sponsor </li></ul><ul><li>Advertising/Promotion that is included in sponsorship: </li></ul><ul><ul><li>Inside Maple Grove Days Guide (circulation 31,000) </li></ul></ul><ul><ul><li>Inside Osseo/Maple Grove Press Special Edition (circulation 7000) </li></ul></ul><ul><ul><li>In Maple Grove Days Poster/Event Guide </li></ul></ul><ul><ul><li>Sponsor Sign at Business Expo Welcome Booth </li></ul></ul><ul><ul><li>Main Stage Sponsor Appreciation Announcement </li></ul></ul><ul><ul><li>Name on Volunteer t-shirts </li></ul></ul><ul><ul><li>Name on Sponsor Sign on Community Center (2 weeks prior to event) </li></ul></ul>
  15. 15. Schedule: 2000 grocery bags will be delivered to Rainbow Foods and Cub Foods (in both Maple Grove and Brooklyn Park) during the first week of July
  16. 16. NHCC Kick-Off Carnival Saturday, August 16 th , 2008 <ul><li>Location and Time </li></ul><ul><ul><li>Courtyard of the North Hennepin Campus, Brooklyn Park from 2-8 pm </li></ul></ul><ul><li>Target Markets </li></ul><ul><ul><li>Primary: Local college-bound students </li></ul></ul><ul><ul><li>Secondary: Local high-school students </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To promote Scions and their perks for college-aged students. These benefits of the Scions include great gas mileage in the tC, the roominess of the xD, and the carpool capabilities of the xB. </li></ul></ul><ul><li>Total Cost </li></ul><ul><ul><li>$3080.85 </li></ul></ul>
  17. 17. Schedule: 50 flyers will be posted in local coffee shops, music stores, NHCC campus, etc… 2 weeks prior to event. This as will also be directly mailed to 5000 NHCC students 2 weeks prior to event.
  18. 18. Memory Walk Saturday, September 27, 2008 <ul><li>Location and Time </li></ul><ul><ul><li>Hyland Lake Park Reserve, Bloomington at 10 am </li></ul></ul><ul><li>Target Markets </li></ul><ul><ul><li>Primary: Families </li></ul></ul><ul><ul><li>Secondary: Young adults whose lives have been touched by Alzheimer’s </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To personally connect with the target markets and show support and concern for those affected by Alzheimer’s and related diseases while also promoting Luther Toyota City and Scion </li></ul></ul>
  19. 19. Costs <ul><li>Total: $4982.00 </li></ul><ul><li>$2500 as Speed Walker Sponsor </li></ul><ul><li>Advertising/Promotion that is included in sponsorship: </li></ul><ul><ul><li>Named in Memory Walk brochure (reach of 42,000) </li></ul></ul><ul><ul><li>Verbal recognition from the stage </li></ul></ul><ul><ul><li>Sponsor table on the walk </li></ul></ul><ul><ul><li>Company name in newsletter (reach of 17,000) </li></ul></ul><ul><ul><li>Name on back of Memory Walk t-shirt </li></ul></ul><ul><ul><li>Name in annual report (reach of 1,000) </li></ul></ul>
  20. 20. Schedule: Up 4 weeks prior to event
  21. 21. Autumn Harvest Saturday, October 11 th , 2008 <ul><li>Location and Time </li></ul><ul><ul><li>Luther Toyota City and Scion dealership in Brooklyn Park from 9 am – Noon </li></ul></ul><ul><li>Target Market </li></ul><ul><ul><li>Primary: Parents with young children </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To promote the spaciousness and affordability of the Scion xB and xD </li></ul></ul><ul><li>Total Costs </li></ul><ul><ul><li>$4903.00 </li></ul></ul>
  22. 22. Schedule: In Sun Post newspapers that cover Brooklyn Park, Brooklyn Center, Robbinsdale, Crystal, New Hope, and Golden Valley. As will appear in papers the week of the event. Ad will also be up as a poster panel for 2 weeks prior to the event.
  23. 23. Vikings Tailgate Party Sunday, November 9 th , 2008 <ul><li>Location and Time </li></ul><ul><ul><li>Hubert H. Humphrey Metrodome, Minneapolis at 10 am before the noon game </li></ul></ul><ul><li>Target Market </li></ul><ul><ul><li>Primary: Young football fans </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To promote the Scion xB to sports fans by demonstrating why they can find a Scion useful and enjoyable for all their tailgating </li></ul></ul><ul><li>Total Cost </li></ul><ul><ul><li>$4812.00 </li></ul></ul>
  24. 24. Schedule: Ad on for 14 days prior to event
  25. 25. <ul><li>93X Radio Script (adult male speaking, age 21-28): </li></ul><ul><ul><li>“ Come catch the Vikings versus the Packers this Sunday! And why not tailgate and pre-game? Luther Toyota City and Scion will be hanging around and throwing out free footballs. Hope to see you there and help them cheer on our Vikes!” </li></ul></ul><ul><li>Schedule: Ad will run four times at day on Monday, Tuesday, Wednesday, and Thursday between 3 and 6 pm during the week of the game. </li></ul>
  26. 26. Santa, Scion, and Reindeer Sunday, December 7 th , 2008 <ul><li>Location and Time </li></ul><ul><ul><li>The Hidden Ponds Tree Farm, Maple Grove from Noon – 5pm </li></ul></ul><ul><li>Target Market </li></ul><ul><ul><li>Primary: Families in need of Christmas Trees and parents with children who have a desire to meet Santa and his reindeer </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To promote the spaciousness of the Scion xB by turning it into Santa Claus’s “sleigh”. By doing so, the Scion will have captured the eyes and imaginations of parents and their children. It will also portray a personal, family-centered theme around Luther Toyota City and Scion. </li></ul></ul><ul><li>Total Cost </li></ul><ul><ul><li>$4590.00 </li></ul></ul>
  27. 27. Schedule: Ads in the Maple Grove and Osseo Press newspaper will appear inside the week of the event. As will also be up as a poster panel 3 weeks prior to event.
  28. 28. The End!