- Subaru is known for its boxer engines, all-wheel drive vehicles, and turbocharged models like the Impreza WRX. It targets safety seekers, speed seekers, and adventure seekers. - The document proposes a new media marketing strategy focused on social media, promotions, and digital platforms to attract new and returning customers, especially young adults. - The four-month summer campaign would have a $100,000 monthly budget. Goals are to increase brand recognition, loyalty, and attract new customers through affordable promotions and measuring campaign success.

1. Joe Summa
New Media Driver’s License
Media Strategy

2. • One of the Top Japanese Automotive companies
• Subaru is internationally known for their use of:
• Boxer Engines – in most of their vehicles, producing a unique sound
• All Wheel Drive (AWD) – standard equipment since 1996
• Turbocharged Versions – of their passenger cars, like the Impreza WRX which is well-
known in motorsport. Giving their vehicles that extra push going through rough terrain.
• Vehicles for every type of person: Speed Seeker,
Safety Seeker, Adventure Seeker.

3. • Effectively positioning the campaign to young adults through social media
• Pushing promotions to consumers – attract returning and new consumers
• Promoting special offers monthly through multiple digital platforms – large reach
• Strong SEO for the brand and variety of promotions - not everyone has social media
• Google AdWords, Blogging – another path to reaching a high quantity of consumers
• Create a strong loyalty connection between company and consumer – offer irresistible
deals to returning consumers

4. • Has three main targeted audiences: Safety Seekers, Speed Seekers, Adventure
Seekers
Safety
• Similar strategy from the begging – reaching out to young families seeking the safest
car they can afford with the highest brand re-sale value
• Young adults that are more concerned about their child in the back than speed/looks
• Award winning brand
Speed
• Young male/females that are into power and speed – WRX, STI, Legacy
• Ability to modify and upgrade performance dramatically
• Rally Car Champions
Adventure
• Any age/gender that likes to reach places that others can’t
• Forester is a great off road vehicle that can power through any terrain

5. • Ability to post reviews of vehicles – walk around explaining all the technology and
variety of details on specifics
• Post commercials that have well ratings from the public – possible ads on videos
• Post pictures of new arrival cars to the lineup and proto-types
• Short videos of vehicles showing different capabilities
• Consumers can share personal pictures showing off their prize possession
• Connect to the largest population of consumers, sharing promotions and special
offers
• Share videos, commercials, and pictures to potential consumers
• Connect personally to consumers, answering questions of home page, building
brand image
• Tweet a variety of promotions – building brand recognition
• Share links to direct consumers to Subaru’s home page

6. • Having a simple Hashtag that will be used through all media platforms will allow for the
campaign to become more recognizable
• Consumers and followers will be able to push the campaign to their friends, creating a non-
bias opinion from real people
• Creating a hashtag for the campaign will allow for consumers to feel more engaged,
allowing them to pass on the irresistible deals Subaru has to offer – showing off to their
friends the deal they received

7. • 4 month long campaign through summer – majority of car buying
• Allowing the campaign to run 4 months long with allow for a large percentage of the market to
be exposed
• Due to a heavily targeted social media and digital platforms the campaign with not break break
Subaru’s bank
• Monthly budget of $100,000 – should be ample amount of cash for TV and digital exposure
• TV advertisements will run during sporting events to target the younger audience

8. • Being able to measure the success rate of this campaign will be a huge advantage when
creating another campaign, figuring out where we went wrong and what was a big hit for
the profits
• Click Through Rate - is the ratio of users who click on a specific link to the number of total
users who view a page, email, or advertisement
• Bounce Rate - the percentage of visitors to a particular website who navigate away from
the site after viewing only one page
• Average Page View – what percentage of consumers were engaged to the campaign when
they were first exposed to it
• Knowing the amount of people who were interested with the deal Subaru is offering will
give the company a better understanding of what promotions they need to gear their next
campaign toward

9. Goals
• Create a stronger brand recognition and brand loyalty with consumers
• Attract new consumers, bring back old consumers
• Get a positive brand outlook within the market
• Be known for promotion and special offers competitors won’t offer
• Have the campaign be a successful reach to the market positively effecting company growth
Challenges
• Competitors trying to out-do promotions
• Measuring success rate early on during campaign months

10. • Running a campaign during the summer months with a low budget, attacking social
media platforms and other inexpensive media platforms
• Safety is a major part of my campaign that I will stress to my consumers, having
another market of parents wanting to buy their child their first car that will keep
them alive but wont break their bank
• Overall, a heavy emphasis on social media will allow for my campaign to run for free,
with the potential to reach an unlimited amount of consumers at no cost
• Word of mouth strategy will sell the brand by itself, having people’s friends and
family pushing the promotions rather than Subaru causing an inbound marketing
strategy to be implemented