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Rodney James Final NMDL Project


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Rodney James Final NMDL Project

  1. 1. Rodney James
  2. 2. VolvoQualityDesignEnvironmentSafetyPerformance
  3. 3. Volvo,where premier luxury andoptimal safety meet
  4. 4. Appeal to Target AudienceExhibit ExclusivityReinforce ValueShowcase Style, Safety, andPerformance
  5. 5. Exclusivity:Build organic relationships with Tastemakers/Influencers Product Placement
  6. 6. Achieve Value Objective byRunning video commercialsPrint Ad’sCompare competitors vs. Volvo in Ad’sSEO
  7. 7. Viral Video Campaign12 episode web series via YouTubeCreate main character and story surrounding protagonistand his/her Volvo.Promote video series through Volvo’s media channels andautomotive blogs
  8. 8. Metrics of SuccessIncrease in Facebook fans, Twitter followers, YouTubechannel hits and ultimately sales.
  9. 9. TimelinePhase 1 Jan-March 2012Phase 2 April-July 2012Phase 3 July-October 2012Phase 4 October-December 2012
  10. 10. Budget17M for total advertising budget1M for proposed initiative