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Senior Capstone Presentation


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Rebranding campaign for Don Rosen Imports. Won best campaign.

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Senior Capstone Presentation

  2. 2. ITINERARY<br />Secondary Research/SWOT<br />Primary Research<br />The Name Change<br />Personas<br />Media Plan and Budget <br />The Big Idea<br />Creative<br />Wrap-Up<br />2<br />
  3. 3. SECONDARY RESEARCH<br />3<br />
  4. 4. 55% empty nesters<br />50% of buyers in category do not finance<br />Lifestyle: Luxury and automotive enthusiasts who “make money off of the bad economy”<br />Values: Performance, Customization<br />Geography:<br />PA, NJ, with some advertising on NY radio<br />KEY FACTS<br />4<br />
  6. 6. STRENGTHS<br />“Low-Pressure Environment”<br />Leader in Local Sales<br />Multiple Locations<br />Valuable Brand Name<br />6<br />
  7. 7. WEAKNESSES<br />Sharing the Don Rosen Name<br />New sales staff has a high turnover rate and long training period<br />7<br />
  8. 8. OPPORTUNITIES<br />Social Media Advertising<br />Test Drive<br />Customization<br />Target Market<br />Purchasing Funnel<br />8<br />
  9. 9. THREATS<br />Online Competitors<br />Winner Porsche of Delaware<br />Competitor Innovation<br />Audi Wilmington:<br />The Odo Club<br />Audi Mendham: <br />Onsite Delivery Service <br />Paul Miller Porsche: <br />Car Races<br />9<br />
  10. 10. PRIMARY RESEARCH<br />10<br />
  11. 11. DEMOGRAPHICS<br />89% of respondents own a luxury vehicle<br />56% Male<br />44% Female<br />56% Own a Porsche or Audi<br />67% Buy New<br />11<br />
  12. 12. HOBBIES AND INTERESTS<br />Sports<br />Fitness <br />Cooking <br />Yachting<br />Travel<br />Wine<br />Yoga <br />Photography<br />Social Media<br />12<br />
  13. 13. SOCIAL MEDIA CONSUMPTION<br />13<br />
  14. 14. SOCIAL MEDIA CONSUMPTION<br />14<br />
  15. 15. WHAT IS YOUR IDEAL DEALERSHIP EXPERIENCE?<br />“When I can get the deal I want, the way I want it.”<br />“Personal & Memorable”<br />“Top Customer service”<br />15<br />
  16. 16. WHY BUY A LUXURY AUTOMOBILE?<br />Primary reason = performance 67%<br />Secondary Reason= style 33%<br />Safety and Status were not valued by our respondents<br />16<br />
  17. 17. THE RIGHT DEALERSHIP<br />Dealership experience, inventory, location, and recommendations are all highly valued by the target market<br />Respondents consider sales people but it isn’t top of mind<br />17<br />
  18. 18. RESEARCHING THE CAR<br />18<br />
  19. 19. THE NAME CHANGE<br />19<br />
  20. 20. WHY CHANGE?<br />Don Rosen Imports, while an established name, has a parasite (Don Rosen Audi & Infiniti of Willow Grove) leeching off the name<br />20<br />
  21. 21. CHOOSING A NAME<br />A name that reflects the idea that DRI has been there since the beginning<br />A name that welcomes people to come visit the dealership<br />21<br />
  22. 22. PLEASANT VALLEY IMPORTS<br />22<br />
  23. 23. PERSONAS<br />23<br />
  24. 24. ALEXUS VON VORST<br />Age: 32<br />Job: Senior Account Executive<br />Car of choice: Audi a4<br />Income: $150,000<br />Hi, my name is Alexus. I’m a senior account executive at City Paper. I worked my way up from being a junior account executive. My responsibilities include training new team members and motivating my team to pass our monthly sales goals. In my spare time I love trying new restaurants, traveling, and going to yoga classes to release some stress.<br />Where can you find me?<br />Online:<br />- Facebook<br />- LinkedIn<br />- Pandora<br />Offline:<br />- B101, Q102, BENFM (95.7)<br />- SEPTA regional rail<br />24<br />
  25. 25. CHARLIE SCHWAB<br />Age: 58<br />Job: Financial Investor<br />Car of choice: Porsche 911 Turbo, Audi a8<br />Income: $2 million<br />How’s it going? My name is Charlie. I’m a financial investor who makes money off of the bad economy. I buy things when the market is down and sell when the market is up. Recently, both of my daughters graduated from college so I’ve been dedicating more time to my hobbies. Mostly tuning up my golf game and cruising around in my new Porsche. It’s all about performance and style.<br />Where can you find me?<br />Online:<br />- Facebook<br />- LinkedIn<br />- Twitter<br />Offline:<br />- WMGK, WMMR<br />- Pine Valley Golf Club<br />- Schuylkill Expressway<br />25<br />
  26. 26. MEDIA PLAN AND BUDGET ALLOCATION<br />26<br />
  27. 27. PLAN PARAMETERS<br />Target Market #1:<br />Porsche<br />Male 55-74<br />Income: $250,000+<br />Suburban<br />Market: PA, NJ, NY<br />areas: Princeton, The Mainline, Conshohocken, Wynnewood<br /><ul><li>Target Market #2:
  28. 28. Audi
  29. 29. Female 30-54
  30. 30. Income: $150,000+
  31. 31. Suburban
  32. 32. Scheduling: continuous</li></ul>27<br />
  33. 33. STRATEGY AND TACTICS<br />Objectives <br />Primary: create awareness of Don Rosen Import’s name change<br />Secondary: promote overnight test drives to bring new prospects into the dealership<br />Tactics<br />Utilize SEM and micro page for different objectives<br />Hit frustrated commuter traffic with radio<br />Access Don Rosen at the tip of your finger<br />28<br />
  34. 34. CHANNELS<br />29<br />
  35. 35. CHANNEL RATIONALE AND STRATEGY<br />30<br />
  36. 36. RADIO<br />Budget Allocation: $300,000<br />Channels: WMMR, BENFM, Q102<br />Rationale: Radio is a high impact medium because the consumer will be conscious about the car they are driving. Those who want a change of vehicle will be susceptible to our message.<br />Strategy: target radio stations that fit our target market’s tastes in music. A Porsche ad for the male demographic, an Audi ad for the female demographic.<br />Success Metric: Call-ins, number of visits<br />31<br />
  37. 37. ONLINE RADIO<br />Budget Allocation: $120,000<br />Channels: Pandora<br />Rationale: online radio is another way to efficiently reach our target via IP address. Pandora will reach the tech savvy consumer who values customization.<br />Strategy: utilize full-screen takeover ads to visualize idea of customization and radio spots to reach those away from their computer<br />Success Metric: Click Through Rate<br />32<br />
  38. 38. SEO/SEM<br />Budget Allocation: $216,000<br />Channel: Google<br />Rationale: SEO and SEM is critical to the success of the campaign because it pulls in customers who are already in the research/buying phase<br />Strategy: use different landing pages depending on key words used. Phrase such as “Porsche dealership NJ” will draw to homepage while “custom sports cars” will draw to microsite<br />Success Metrics: Click Through Rate, Website Traffic, Google Analytics<br />33<br />
  39. 39. BILLBOARD<br />Budget Allocation: $144,000<br />Channel: routes along Princeton, Conshohocken, and Wynnewood<br />Rationale: Like radio, billboard is a medium specific to the road. It is a great way to attract local customers to the dealership.<br />Strategy: Utilize vivid imagery that will inspire target market to drive something new.<br />Success Metric: number of visits to dealership<br />34<br />
  40. 40. SOCIAL MEDIA<br />Budget Allocation: $60,000<br />Channels: Facebook Twitter Youtube<br />Rationale: 90% of surveyed respondents check their Facebook every day. Pleasant Valley needs to increase ‘likes’ and express the dealership’s expertise on Porsche and Audi vehicles. <br />Strategy: Run a Facebook campaign where if you like the page you are entered to win a 2 year lease. Use Twitter as a customer service platform to answer any questions shoppers and existing clients might have.<br />Success Metrics: Facebook likes, number of tweets @PleasantValley<br />35<br />
  41. 41. PUBLIC RELATIONS<br />Budget: $180,000<br />Channels: scholarship fund, charity golf event<br />Rationale: Pleasant Valley should enhance its public image to gain the community’s favor. <br />Strategy: provide scholarships to underprivileged high school students who wish to attend college. Use the golf charity event as an opportunity to gather information/leads.<br />Success Metrics: Response to giveaways, additional media attention<br />36<br />
  42. 42. MEDIA SUMMARY<br />Make existing customers aware of the name change while continuing to drive new clients to the dealership<br />Direct traffic by targeting two demographics with niche ad placement<br />Increasing brand awareness<br />Pull consumers in the purchasing funnel<br />37<br />
  43. 43. THE BIG IDEA<br />38<br />
  44. 44. 39<br />
  45. 45. CREATIVE<br />Facebook Profile Page<br />Twitter Profile Page<br />YouTube Page<br />Pandora Take-Over Ad<br />Microsite Add-On to Existing Site<br />Newsletter<br />Billboard<br />Radio<br />40<br />
  46. 46. 41<br />
  47. 47. 42<br />
  48. 48. 43<br />
  49. 49. 44<br />
  50. 50. 45<br />
  51. 51. 46<br />
  52. 52. RADIOCONCEPT<br />47<br />
  53. 53. NEWSLETTER<br />48<br />
  54. 54. CONCLUSION<br />Don Rosen Imports will be rebranded as Pleasant Valley Imports<br />Big Idea = Driven By You<br />Target two different demographics to increase dealership traffic<br />Don’t confuse existing customers with the name change<br />49<br />
  55. 55. THANK YOU<br />50<br />WHEN DO WE START?<br />