2. THE PLAN
Market a fun and exciting car for the spring/summer seasons, and warmer
climates.

3. THE MAIN IDEA
- Use Twitter and Instagram in unison to attract
social media users to the Chrysler 200
Convertible.
- Establish a Google AdWords campaign to
promote the vehicle heavily online, using
Digital PR.

4. THE MAIN IDEA EXPLAINED
- Hire a professional photographer to take fun, inspiring, and breath-
taking pictures of the many vehicle styles in warm, tropical, and
littoral settings.
- Initiate a Google AdWords campaign, aiming to promote maximum
amount of clicks for the lowest cost.
- Use Twitter and Instagram (via linked accounts) to post exciting pictures,
offer deals and specials, and link to the corporate or dealership websites.
- Create and promote hashtags specifically for the campaign, such as
#chryslercool, #chryslersummer, #chrysler200 and #200convertible.

5. TARGET AUDIENCE
People looking to buy an exciting ride for to enjoy in warm warm weather
locations.
Focusing on year-round warm climates, or promotion for the
spring/summer seasons in other areas.
Anyone who fits that category – college graduates, parents, men, women,
elderly/retired persons.

6. WHY IT MAKES SENSE
Twitter and Instagram are essentially free, allowing vast promotion with few
associated costs.
Relies on one of the most robust, powerful online advertising solutions (AdWords).
Not many employees required – lowering cost and promoting efficiency.
Many mediums for marketing the vehicle, all linking right back to Chrysler
and its dealerships.

7. EXAMPLE AD
Cool off your Summer. The 2013 Chrysler 200 Convertible.
#chryslercool

8. PROJECT GOALS
Key Performance Indicators:
1)Number of cars sold
2) Amount of visitors and followers attracted by the marketing campaign strategies
OUR GOALS:
- 4.5 Million clicks per year (Adwords)
- 200,000 followers within 1st year (Instagram and Twitter combined)
- 50,000 CARS SOLD

9. BUDGET
Photographer: $45,000 for pictures.
Project developers: About $40,000
5 project specialists to manage online campaigns and accounts:
$40,000 each.
(Using college interns at $10 per hour would offset cost)
Two campaign managers: $55,000 each
Materials and miscellaneous supplies: $100,000
Celebrity payouts: $250,000
Google Adwords: $18,250,000
TOTAL BUDGET: $19,500,000.

10. CREDITS
- All pictures were used from http://www.google.com
database and http://www.chrysler.com.
- Google Traffic Estimator was used to calculate campaign cost.
- Instagram, Chrysler, and Twitter logos used are trademark
of their respective companies.