The marketing plan proposes a year-long integrated marketing campaign called "Big MAV on Campus" to promote the Chevrolet Sonic to university students. It will include setting up a promotional booth with games and activities at various campus events, sponsoring larger events, running social media campaigns, and hiding keys on campus for scavenger hunts with the prize of winning the Chevrolet Sonic car. The goal is to continuously engage students and change perceptions of Chevrolet by positioning the Sonic as a fun, affordable and connected small car. The campaign aims to build brand awareness, improve Chevrolet's image on campus and ultimately increase Sonic sales among university students.
MARC USA developed strategies to help Cooper Tires connect more relevantly with consumers and increase visibility. They worked with media providers to integrate Cooper Tires' branding and messages into relevant content consumers were already engaging with. This included integrating road trip themes into weather reports, sports coverage, and more. They also developed strategies to double Cooper Tires' visibility to retailers and dealers through trade publications at no extra cost. MARC USA challenged sponsors to integrate Cooper Tires more fully into properties like college football broadcasts to strengthen long-term partnerships efficiently. These strategies helped increase Cooper Tires' sales and engagement through relevant content integration.
The document provides an analysis of media channel options to market Personalised Plates Queensland's Glam Plate range to their target audience of "Car-Dashians" - women aged 18-49 in Brisbane who prioritize style and individuality. It evaluates the strengths and weaknesses of cinema, digital, radio, out of home, and television advertising. The analysis recommends a media strategy utilizing radio, cinema, out of home, and digital advertising to effectively reach Car-Dashians across multiple platforms as they engage in daily activities. Campaign success will be measured by plate sales, new Facebook fans, email registrations, and website traffic compared to the previous launch.
Meliconi is a manufacturer of home electronics that is developing a marketing and distribution plan for its MySound range of headphones. The analysis scope includes industry trends, market behavior, competitors, and retailers in Italy, Germany and Serbia. The strategy recommends focusing on new Bluetooth technology, prioritizing brand awareness through digital media, and distributing through electronics stores, fitness centers, and online retailers. Key elements of the implementation plan include defining objectives, budgeting, using identified marketing channels like social media, and measuring the effectiveness of the new campaigns.
Personalised Plates Queensland (PPQ) allows Queenslanders to customize their license plates. PPQ sold over 72,000 plates in 2015, appealing to a highly fragmented market with prices ranging from $195 to $5,000. The company introduced a new "Glam" plate range targeted at young Queensland females. The campaign objectives are to increase awareness of the new additions to the Glam range and drive 600 plate sales in the first month through targeted online and outdoor advertising appealing to fashionable women in greater Brisbane aged 18-49.
The Nacho Cheese Doritos media plan utilizes a multi-pronged approach across magazine, television, internet, and in-store advertising to engage consumers and drive sales. The plan aims to maintain market share by reinforcing quality and motivating consumption during key seasons like football. Advertising will appear in publications like Us Weekly and on channels like Cartoon Network to reach a wide audience. Interactive elements on Doritos.com and social media will encourage brand loyalty. In-store promotions include floor graphics, displays, and sampling.
Universal Studios Hollywood is looking to grow attendance and build loyalty through new strategic marketing programs. A situational analysis found attendance has decreased due to the recession. Market research identified opportunities to improve the annual pass program and attract more local visitors. Recommendations include events, partnerships, advertising, and social media initiatives to increase awareness of the park and perceived value of the annual pass. The focus is attracting new local annual pass members through added experiences and exclusive offers.
Emerging market consumers have different behaviors than developed market consumers in three key areas of the consumer decision journey:
1) Word of mouth plays a disproportionately large role in emerging markets due to high rates of first-time purchases and a culture that values social validation. Companies should focus marketing geographically to leverage word of mouth effects.
2) Emerging market consumers consider smaller initial brand sets and are less likely to switch brands later. It is important for companies to get their brands into the initial consideration set through local advertising and tailored messaging.
3) The in-store experience has a larger influence on purchase decisions in emerging markets as consumers frequently visit multiple stores and collect information over long decision journeys. Companies must closely manage
This document outlines a proposed 4-week social media campaign for the travel insurance company Cover-More. It identifies the target audience as Australian 18-25 year olds called "Virtual Voyagers" who are avid social media users and aspirational travelers. The campaign will focus on Facebook, Instagram and YouTube to share content related to travel experiences, destinations, and travel tips. A calendar outlines the schedule of posts and blog articles to run from late December to late January to capitalize on holiday planning. Examples of content include inspiring photos, videos and an article on budget camping under the Northern Lights.
MARC USA developed strategies to help Cooper Tires connect more relevantly with consumers and increase visibility. They worked with media providers to integrate Cooper Tires' branding and messages into relevant content consumers were already engaging with. This included integrating road trip themes into weather reports, sports coverage, and more. They also developed strategies to double Cooper Tires' visibility to retailers and dealers through trade publications at no extra cost. MARC USA challenged sponsors to integrate Cooper Tires more fully into properties like college football broadcasts to strengthen long-term partnerships efficiently. These strategies helped increase Cooper Tires' sales and engagement through relevant content integration.
The document provides an analysis of media channel options to market Personalised Plates Queensland's Glam Plate range to their target audience of "Car-Dashians" - women aged 18-49 in Brisbane who prioritize style and individuality. It evaluates the strengths and weaknesses of cinema, digital, radio, out of home, and television advertising. The analysis recommends a media strategy utilizing radio, cinema, out of home, and digital advertising to effectively reach Car-Dashians across multiple platforms as they engage in daily activities. Campaign success will be measured by plate sales, new Facebook fans, email registrations, and website traffic compared to the previous launch.
Meliconi is a manufacturer of home electronics that is developing a marketing and distribution plan for its MySound range of headphones. The analysis scope includes industry trends, market behavior, competitors, and retailers in Italy, Germany and Serbia. The strategy recommends focusing on new Bluetooth technology, prioritizing brand awareness through digital media, and distributing through electronics stores, fitness centers, and online retailers. Key elements of the implementation plan include defining objectives, budgeting, using identified marketing channels like social media, and measuring the effectiveness of the new campaigns.
Personalised Plates Queensland (PPQ) allows Queenslanders to customize their license plates. PPQ sold over 72,000 plates in 2015, appealing to a highly fragmented market with prices ranging from $195 to $5,000. The company introduced a new "Glam" plate range targeted at young Queensland females. The campaign objectives are to increase awareness of the new additions to the Glam range and drive 600 plate sales in the first month through targeted online and outdoor advertising appealing to fashionable women in greater Brisbane aged 18-49.
The Nacho Cheese Doritos media plan utilizes a multi-pronged approach across magazine, television, internet, and in-store advertising to engage consumers and drive sales. The plan aims to maintain market share by reinforcing quality and motivating consumption during key seasons like football. Advertising will appear in publications like Us Weekly and on channels like Cartoon Network to reach a wide audience. Interactive elements on Doritos.com and social media will encourage brand loyalty. In-store promotions include floor graphics, displays, and sampling.
Universal Studios Hollywood is looking to grow attendance and build loyalty through new strategic marketing programs. A situational analysis found attendance has decreased due to the recession. Market research identified opportunities to improve the annual pass program and attract more local visitors. Recommendations include events, partnerships, advertising, and social media initiatives to increase awareness of the park and perceived value of the annual pass. The focus is attracting new local annual pass members through added experiences and exclusive offers.
Emerging market consumers have different behaviors than developed market consumers in three key areas of the consumer decision journey:
1) Word of mouth plays a disproportionately large role in emerging markets due to high rates of first-time purchases and a culture that values social validation. Companies should focus marketing geographically to leverage word of mouth effects.
2) Emerging market consumers consider smaller initial brand sets and are less likely to switch brands later. It is important for companies to get their brands into the initial consideration set through local advertising and tailored messaging.
3) The in-store experience has a larger influence on purchase decisions in emerging markets as consumers frequently visit multiple stores and collect information over long decision journeys. Companies must closely manage
This document outlines a proposed 4-week social media campaign for the travel insurance company Cover-More. It identifies the target audience as Australian 18-25 year olds called "Virtual Voyagers" who are avid social media users and aspirational travelers. The campaign will focus on Facebook, Instagram and YouTube to share content related to travel experiences, destinations, and travel tips. A calendar outlines the schedule of posts and blog articles to run from late December to late January to capitalize on holiday planning. Examples of content include inspiring photos, videos and an article on budget camping under the Northern Lights.
This document discusses key concepts related to advertising and public relations including:
1) It outlines 5 learning outcomes related to the effects of advertising, types of advertising, developing advertising campaigns, media selection, and the role of public relations.
2) It describes different types of advertising like product, institutional, and comparative advertising. It also discusses creative decisions in developing an advertising campaign.
3) It covers techniques for media evaluation and selection including factors like scheduling, costs, and audience selectivity for various media types.
4) It defines public relations and discusses functions like press relations, consumer education, and crisis management.
Recent Trends in Advertising
The document discusses recent trends in advertising, including the rise of internet advertising and a shift toward focusing on social issues and common people rather than celebrities. A survey found that 90% of customers are influenced by ads in their purchasing decisions, though many ignore online ads. Over half choose products based on the social messages in ads. Advertising is increasingly using fictional characters and social awareness campaigns to influence customers.
1. VW spent years building trust with customers by associating their brand with qualities like reliability and quality. However, the emissions scandal destroyed this "core link" of trust.
2. Customers now doubt VW and no longer see owning one as a symbol of trustworthiness. VW is trying to rebuild trust through advertising that conveys the message they will always be there for customers.
3. The analysis uses consumer behavior models to explain how the scandal impacted VW's brand equity by breaking the mental link between their brand and the idea of trust in customers' minds. VW must work to restore this core link to recover from the crisis.
The consumer research proposal to introduce a new energy drink to the market was the final assignment for the Marketing 554/Consumer Behavior course during the MBA (marketing concentration) program.
The Assignment: You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company.
Your client, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new high sugar, high caffeine energy drink.
You must develop marketing strategies to attract 18 to 25-year-old customers. Push it to the Limit Energy Drink has a $25 million advertising budget for the new product.
Please visit my blog at www.stephenzoeller.com
Follow me on twitter @stepzoellermktg
Pinterest @stephenzoeller
This document discusses audience research and segmentation models used in media. It describes demographic segmentation based on characteristics like age, income and education. A table shows the NRS Social Demographic scale used to categorize audiences. Psychographic segmentation divides audiences based on lifestyle and personality attributes. The document also discusses advantages and disadvantages of these models and provides examples of their application in the pop music industry.
The document discusses the history and evolution of digital advertising, from early static web banners in the 1990s to today's more interactive ads across various online platforms. It notes that advertisers have always followed consumer trends and technologies to reach target audiences. The second part provides an example digital media plan for a Baltimore client, with the objective of raising awareness for their services. The proposed strategy focuses advertising spending across Google search, display banners, retargeting, mobile apps, and social media to target local adults aged 35-54.
The document reports on surveys conducted in six European countries on citizen attitudes toward the economic crisis. The main findings are:
1) A majority of Europeans believe their personal situation has deteriorated due to the crisis, especially in Italy and Spain which have been hit hardest.
2) Germans and British have been least negatively affected, with fewer reporting exacerbated difficulties.
3) Italians and Spaniards report more severe consequences like unemployment and inability to pay bills. Nearly half know someone directly impacted.
4) While most feel the crisis's effects, Germans and British are more likely to say it had no impact or revealed opportunities. Italians and Spaniards express greater hardship.
If you are interested in this idea, contact me via vpthaoz@gmail.com for its IMC Plan.
Our team:
Planner: Nguyễn Mai Linh
Copywriter: Vũ Phương Thảo, Vũ Hương Giang
Designer: Vương Huyền Linh
The document discusses advertising for consumer products and consumer durables. It notes that consumer products are purchased regularly by consumers and have little product differentiation, while consumer durables have longer replacement cycles measured in years. Advertising for consumer products focuses on feelings and emotions since brand loyalty is tested frequently, while consumer durable advertising must address consumers' many questions by building awareness, demonstrating the product, and reassuring consumers after purchase. Effective consumer durable advertising combines rational product information with likeable and unique branding messages.
The document summarizes strategies for Classics & Exotics to increase customer and vehicle acquisition. It identifies the largest barrier as convincing classic car owners to list their vehicles due to trust and wear & tear concerns. Recommendations include addressing trust at car shows through a referral program offering discounts and testimonials from current users. Online strategies suggest social media marketing, particularly creating instructional and customer experience videos for Facebook and targeting older audiences through hashtags and ads on Instagram.
This document provides an integrated marketing communications plan for Samsung's Galaxy Tab tablet. It includes an executive summary that outlines the campaign objectives of increasing brand awareness and sales. The plan reviews the tablet industry, Samsung as a company, and the Galaxy Tab product. It proposes targeting young professionals and families with a campaign theme of "Tab Into the Galaxy". A $245 million budget is allocated across various advertising, sales promotion, public relations, interactive and direct marketing channels. The effectiveness of the campaign will be evaluated through consumer surveys.
The document summarizes a marketing plan for the Toyota Camry Hybrid. It identifies the target demographic as adults aged 35-54, and sets objectives to increase Camry Hybrid sales by 50% and make the Hybrid model 30% of total Camry sales. The marketing strategy involves building the Camry Hybrid brand through an integrated campaign including TV, print, online and event sponsorships. The creative strategy aims to position the Camry Hybrid as a reliable and environmentally friendly family vehicle.
Integrated marketing communication plan of Chevrolet Camaro.Discussion on the target audience, Communication Objective, implementation plan of advertising, Public relations use, statement, Print ad, concept story of the print ad and media objective and strategy
The document discusses segmentation variables and target markets for GM vehicles. It identifies four target segments - Thinkers in the Midwest, Noble in the South, Adventurers in the West Coast, and Trendsetters in the East Coast. The summary also outlines an IMC plan with objectives to increase online media click-throughs, determine the car buying process, and generate awareness for GM's college discount program through various online, public relations, and event marketing tactics.
Toyota has become the world's second largest car maker through strategic marketing. It follows demographic and psychographic segmentation and considers country culture during expansion. Toyota created the hybrid Prius trend and has made successful acquisitions. Its product strategy focuses on customization, fuel efficiency, safety, and design quality. Pricing is market-oriented or value-based. Distribution uses dealerships and retailers globally. Promotion uses advertising, personal selling, PR, and direct selling. Toyota innovates to reduce costs through lean manufacturing and continuous improvement, integrating global assembly plants.
Social Media Advertising is here for the long run, in other words it's here to stay. In this presentation I go through the ABC of social media advertising and provide a quick how-to overview on how to embrace Social Media Advertising and make it work for your brand.
This presentation is part of a panel of speeches given at the Fremantle chapter of #HospoBiz, a new Hospitality only networking organization.
For more information on #HospoBiz please visit https://www.facebook.com/hospobiz
To enquire as a speaker, please contact Federica at
federica@mjsocial.com.au
ADV420 Final Presentation - Subaru - Joe Summa Joe Summa
- 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.
The document provides information on a marketing campaign for the launch of the new 2013 smart electric drive vehicle in the United States. The objectives of the one-year campaign are to increase brand awareness and generate sales of 5,000 units. The campaign will include a teaser phase, plug and play contest, launch event, and post-launch engagement over social media. Research was conducted on electric vehicles, competitors, and target markets in major cities. The communication idea is "Plug in the fun...Geek it out" to position the smart electric drive as a fun and innovative vehicle for tech-savvy urban consumers.
The document outlines a campaign plan for TOMS shoes that includes 10 tactics: print advertising, billboards, outdoor mirror ads, a mobile app, a city tour bus, product placement on Modern Family, a concert series, coupons, press releases, and informational pamphlets. The tactics would be implemented between September 2013 and March 2014. The estimated overall budget for the advertising portion of the campaign is over $3 million.
Tata aimed to change Nano's image from cheapest car to trendy and affordable for 18-24 year olds. Their campaign used influencer marketing on Twitter during IPL and elections with the hashtag #NanoBiddingWar. Six influencers promoted the six car colors and followers could bid on miniature cars. It generated significant engagement and impressions, trending the hashtag and earning over 9.5 million rupees in free media for a 0.4 million rupee budget.
This document discusses key concepts related to advertising and public relations including:
1) It outlines 5 learning outcomes related to the effects of advertising, types of advertising, developing advertising campaigns, media selection, and the role of public relations.
2) It describes different types of advertising like product, institutional, and comparative advertising. It also discusses creative decisions in developing an advertising campaign.
3) It covers techniques for media evaluation and selection including factors like scheduling, costs, and audience selectivity for various media types.
4) It defines public relations and discusses functions like press relations, consumer education, and crisis management.
Recent Trends in Advertising
The document discusses recent trends in advertising, including the rise of internet advertising and a shift toward focusing on social issues and common people rather than celebrities. A survey found that 90% of customers are influenced by ads in their purchasing decisions, though many ignore online ads. Over half choose products based on the social messages in ads. Advertising is increasingly using fictional characters and social awareness campaigns to influence customers.
1. VW spent years building trust with customers by associating their brand with qualities like reliability and quality. However, the emissions scandal destroyed this "core link" of trust.
2. Customers now doubt VW and no longer see owning one as a symbol of trustworthiness. VW is trying to rebuild trust through advertising that conveys the message they will always be there for customers.
3. The analysis uses consumer behavior models to explain how the scandal impacted VW's brand equity by breaking the mental link between their brand and the idea of trust in customers' minds. VW must work to restore this core link to recover from the crisis.
The consumer research proposal to introduce a new energy drink to the market was the final assignment for the Marketing 554/Consumer Behavior course during the MBA (marketing concentration) program.
The Assignment: You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company.
Your client, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new high sugar, high caffeine energy drink.
You must develop marketing strategies to attract 18 to 25-year-old customers. Push it to the Limit Energy Drink has a $25 million advertising budget for the new product.
Please visit my blog at www.stephenzoeller.com
Follow me on twitter @stepzoellermktg
Pinterest @stephenzoeller
This document discusses audience research and segmentation models used in media. It describes demographic segmentation based on characteristics like age, income and education. A table shows the NRS Social Demographic scale used to categorize audiences. Psychographic segmentation divides audiences based on lifestyle and personality attributes. The document also discusses advantages and disadvantages of these models and provides examples of their application in the pop music industry.
The document discusses the history and evolution of digital advertising, from early static web banners in the 1990s to today's more interactive ads across various online platforms. It notes that advertisers have always followed consumer trends and technologies to reach target audiences. The second part provides an example digital media plan for a Baltimore client, with the objective of raising awareness for their services. The proposed strategy focuses advertising spending across Google search, display banners, retargeting, mobile apps, and social media to target local adults aged 35-54.
The document reports on surveys conducted in six European countries on citizen attitudes toward the economic crisis. The main findings are:
1) A majority of Europeans believe their personal situation has deteriorated due to the crisis, especially in Italy and Spain which have been hit hardest.
2) Germans and British have been least negatively affected, with fewer reporting exacerbated difficulties.
3) Italians and Spaniards report more severe consequences like unemployment and inability to pay bills. Nearly half know someone directly impacted.
4) While most feel the crisis's effects, Germans and British are more likely to say it had no impact or revealed opportunities. Italians and Spaniards express greater hardship.
If you are interested in this idea, contact me via vpthaoz@gmail.com for its IMC Plan.
Our team:
Planner: Nguyễn Mai Linh
Copywriter: Vũ Phương Thảo, Vũ Hương Giang
Designer: Vương Huyền Linh
The document discusses advertising for consumer products and consumer durables. It notes that consumer products are purchased regularly by consumers and have little product differentiation, while consumer durables have longer replacement cycles measured in years. Advertising for consumer products focuses on feelings and emotions since brand loyalty is tested frequently, while consumer durable advertising must address consumers' many questions by building awareness, demonstrating the product, and reassuring consumers after purchase. Effective consumer durable advertising combines rational product information with likeable and unique branding messages.
The document summarizes strategies for Classics & Exotics to increase customer and vehicle acquisition. It identifies the largest barrier as convincing classic car owners to list their vehicles due to trust and wear & tear concerns. Recommendations include addressing trust at car shows through a referral program offering discounts and testimonials from current users. Online strategies suggest social media marketing, particularly creating instructional and customer experience videos for Facebook and targeting older audiences through hashtags and ads on Instagram.
This document provides an integrated marketing communications plan for Samsung's Galaxy Tab tablet. It includes an executive summary that outlines the campaign objectives of increasing brand awareness and sales. The plan reviews the tablet industry, Samsung as a company, and the Galaxy Tab product. It proposes targeting young professionals and families with a campaign theme of "Tab Into the Galaxy". A $245 million budget is allocated across various advertising, sales promotion, public relations, interactive and direct marketing channels. The effectiveness of the campaign will be evaluated through consumer surveys.
The document summarizes a marketing plan for the Toyota Camry Hybrid. It identifies the target demographic as adults aged 35-54, and sets objectives to increase Camry Hybrid sales by 50% and make the Hybrid model 30% of total Camry sales. The marketing strategy involves building the Camry Hybrid brand through an integrated campaign including TV, print, online and event sponsorships. The creative strategy aims to position the Camry Hybrid as a reliable and environmentally friendly family vehicle.
Integrated marketing communication plan of Chevrolet Camaro.Discussion on the target audience, Communication Objective, implementation plan of advertising, Public relations use, statement, Print ad, concept story of the print ad and media objective and strategy
The document discusses segmentation variables and target markets for GM vehicles. It identifies four target segments - Thinkers in the Midwest, Noble in the South, Adventurers in the West Coast, and Trendsetters in the East Coast. The summary also outlines an IMC plan with objectives to increase online media click-throughs, determine the car buying process, and generate awareness for GM's college discount program through various online, public relations, and event marketing tactics.
Toyota has become the world's second largest car maker through strategic marketing. It follows demographic and psychographic segmentation and considers country culture during expansion. Toyota created the hybrid Prius trend and has made successful acquisitions. Its product strategy focuses on customization, fuel efficiency, safety, and design quality. Pricing is market-oriented or value-based. Distribution uses dealerships and retailers globally. Promotion uses advertising, personal selling, PR, and direct selling. Toyota innovates to reduce costs through lean manufacturing and continuous improvement, integrating global assembly plants.
Social Media Advertising is here for the long run, in other words it's here to stay. In this presentation I go through the ABC of social media advertising and provide a quick how-to overview on how to embrace Social Media Advertising and make it work for your brand.
This presentation is part of a panel of speeches given at the Fremantle chapter of #HospoBiz, a new Hospitality only networking organization.
For more information on #HospoBiz please visit https://www.facebook.com/hospobiz
To enquire as a speaker, please contact Federica at
federica@mjsocial.com.au
ADV420 Final Presentation - Subaru - Joe Summa Joe Summa
- 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.
The document provides information on a marketing campaign for the launch of the new 2013 smart electric drive vehicle in the United States. The objectives of the one-year campaign are to increase brand awareness and generate sales of 5,000 units. The campaign will include a teaser phase, plug and play contest, launch event, and post-launch engagement over social media. Research was conducted on electric vehicles, competitors, and target markets in major cities. The communication idea is "Plug in the fun...Geek it out" to position the smart electric drive as a fun and innovative vehicle for tech-savvy urban consumers.
The document outlines a campaign plan for TOMS shoes that includes 10 tactics: print advertising, billboards, outdoor mirror ads, a mobile app, a city tour bus, product placement on Modern Family, a concert series, coupons, press releases, and informational pamphlets. The tactics would be implemented between September 2013 and March 2014. The estimated overall budget for the advertising portion of the campaign is over $3 million.
Tata aimed to change Nano's image from cheapest car to trendy and affordable for 18-24 year olds. Their campaign used influencer marketing on Twitter during IPL and elections with the hashtag #NanoBiddingWar. Six influencers promoted the six car colors and followers could bid on miniature cars. It generated significant engagement and impressions, trending the hashtag and earning over 9.5 million rupees in free media for a 0.4 million rupee budget.
Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #VividideasFresh Egg UK
Fresh Egg's Technical SEO director, Mike Hagley, delivered a talk as part of the Vivid Sydney 2015 event.
Mike’s presentation equipped the audience with the tools and techniques to figure out what their audiences are interested in, what their motivations to buy are, what devices they use, and more. He covered:
• How to identify your customer and audience groups
• What your customer and audience groups search for at different stages of their buying journey and why
• Where and how they search – Which digital marketplaces, social platforms and devices do they use?
This book is an in-depth media plan a group of students and I created for our Media Planning class junior year. After extensive research, we target an audience and strategically decide what media spots to buy.
The document discusses improving the digital marketing strategy for AutoNation Nissan Lewisville. It finds issues like unclear target audiences and a convoluted website structure due to AutoNation requiring dealerships to have third-party websites. The summary recommends focusing digital advertising and SEO to draw searches to their website, simplifying the website design to reduce customer abandonment, reevaluating their target market to the 25-35 age group, and promoting their new online sales process to attract younger online shoppers. An analysis of AutoNation and industry trends is also provided to inform the new strategy.
The document discusses strategies for mobile web advertising and partnerships with universities. It notes that one-third of people now access the internet through mobile devices. Research shows that half of mobile users who see ads respond in some way. For mobile ads to be effective, they must be user-friendly, provide dynamic promotions and recurring incentives. Partnering with universities provides access to key demographic groups like Generation Y, who are heavily influenced by mobile technologies. The document proposes a partnership between the University of California, Berkeley and a company called Hothand to deliver promotions and deals to students through Hothand's mobile platform.
HOW CAN SOCIAL MEDIA HELP YOUR BRAND STRATEGY WHEN THINGS GO WRONGBSI
1) The document summarizes lessons learned from GM's use of social media during its bankruptcy crisis. It discusses how GM overcommunicated across multiple social networks to engage with people and answer questions.
2) It explains how GM let others tell its story by sharing positive messages and metrics to justify the social media effort. This perceived loss of control helped the story spread naturally.
3) The document outlines GM's follow up efforts like continued engagement, listening to consumers and critics, expanding customer service, and providing value to rebuild its reputation in the long run.
The document outlines a marketing campaign for "The Source Organization" aimed at student leaders ages 18-23 at the University of Alabama. The campaign's objective is to generate awareness and usage of The Source over competitors. A variety of media will be used, including email, posters, inserts and transit ads. The budget is $1,000 allocated across these channels. The creative strategy is to position The Source as a simple, modern and user-friendly tool for organizing campus involvement. In the future, The Source hopes to build loyalty through trainings, sponsorships and physical space promotion.
2014 MINI USA Brand Challenge: "Come Together"Spring Wedlund
This document outlines a marketing campaign created by Portland State University students for MINI USA to target Millennials aged 18-24. The campaign aims to increase brand awareness and consideration among this demographic through social media marketing and experiential activities. Research involved surveys, focus groups, and interviews exploring Millennials' perceptions of MINI and vehicle purchasing behaviors. The proposed strategy centers around guerrilla marketing installations in four cities to drive social engagement. Paid, owned, and earned media across platforms like Facebook, Instagram and YouTube will support this. The budget, objectives, and metrics for evaluating the campaign's success are also detailed.
The document summarizes a marketing project for a General Motors internship. It describes the objectives and departments of the fictional Global Marketing agency, which is planning an event called "The Chevy-Geo World Tour" to promote GM products to students. The agency has departments for CEO, coordinators, research, promotion, advertising, budget, and plans/recap books. It provides details on the roles and responsibilities of each department. It also includes sample presentations, promotion plans, and public relations documents for the event.
US Automotive Revival Campaign Project by Loyola Graduate Marketing Students ...Sandra Kumorowski
Late in 2008, iMedia was approached by Sandra Kumorowski, a professor at Loyola University in Chicago, with an interesting opportunity. Sandra wanted to find a way to incorporate some of the resources on iMedia Connection into a graduate class she was teaching on integrated marketing communications.
We developed the cooperative project as a creative case study/competition, presenting the class with a fictional challenge that reflects a very relevant marketing concern: develop an integrated marketing campaign strategy that will serve to bolster the American automotive category, which has been challenged by international competition, economic, and environmental factors, as well as by ever-changing consumer behaviors.
The resulting campaigns were reviewed by a panel of interactive marketing experts, who judged the proposals based on key points in the digital campaign process: originality/creativity; effectiveness of media integration; appropriateness for the target audience; ability to be executed; and potential for a strong return on investment.
Though all the proposals showed the talent and skill of this group of future marketers, the panel ultimately found one that stood out from the crowd. The winning campaign, What's Fresh in the American Auto Industry, follows, along with some comments from the panel on what made this campaign worthy of sharing with the marketing community.
We hope that the project shines some light on the next wave of talent in interactive marketing: students, who will soon be offering up their skills to an industry that is always looking for the next big idea.
http://www.imediaconnection.com/content/22262.asp
The letter is from M. Sean Alexander, CEO of Citarella Cellars wine company, to Professor R. Whitebeard. It begins with informal language expressing different reactions before becoming more formal. It discusses the writer's initial confusion and changing perspective on a topic before signing off in a joking manner, saying "word to your mother."
The marketing plan proposes a year-long integrated marketing campaign called "Big MAV on Campus" to promote the Chevrolet Sonic to university students. It will include setting up a promotional booth with games and activities at various campus events, sponsoring larger events, running social media campaigns, and hiding keys on campus for scavenger hunts with the prize of winning the Chevrolet Sonic car. The goal is to continuously expose students to the Sonic and change their negative perceptions of Chevrolet by highlighting the vehicle's features and creating opportunities for interaction. The campaign aims to build brand awareness, improve Chevrolet's image, and ultimately increase sales among the target demographic.
The automotive industry is trending towards smaller, more fuel efficient vehicles. Foreign automakers like Toyota, Honda, and Nissan have generally fared better than domestic brands. However, Toyota and Honda have faced recent troubles including recalls and decreasing quality perceptions. Hyundai and Kia have increased dramatically in both quality and sales. For multicultural millennials, the key factors in an auto purchase are quality, value, and style, with Toyota and Honda currently leading Nissan in these areas due to distorted perceptions from media coverage of recalls and quality issues.
5th LF Energy Power Grid Model Meet-up SlidesDanBrown980551
5th Power Grid Model Meet-up
It is with great pleasure that we extend to you an invitation to the 5th Power Grid Model Meet-up, scheduled for 6th June 2024. This event will adopt a hybrid format, allowing participants to join us either through an online Mircosoft Teams session or in person at TU/e located at Den Dolech 2, Eindhoven, Netherlands. The meet-up will be hosted by Eindhoven University of Technology (TU/e), a research university specializing in engineering science & technology.
Power Grid Model
The global energy transition is placing new and unprecedented demands on Distribution System Operators (DSOs). Alongside upgrades to grid capacity, processes such as digitization, capacity optimization, and congestion management are becoming vital for delivering reliable services.
Power Grid Model is an open source project from Linux Foundation Energy and provides a calculation engine that is increasingly essential for DSOs. It offers a standards-based foundation enabling real-time power systems analysis, simulations of electrical power grids, and sophisticated what-if analysis. In addition, it enables in-depth studies and analysis of the electrical power grid’s behavior and performance. This comprehensive model incorporates essential factors such as power generation capacity, electrical losses, voltage levels, power flows, and system stability.
Power Grid Model is currently being applied in a wide variety of use cases, including grid planning, expansion, reliability, and congestion studies. It can also help in analyzing the impact of renewable energy integration, assessing the effects of disturbances or faults, and developing strategies for grid control and optimization.
What to expect
For the upcoming meetup we are organizing, we have an exciting lineup of activities planned:
-Insightful presentations covering two practical applications of the Power Grid Model.
-An update on the latest advancements in Power Grid -Model technology during the first and second quarters of 2024.
-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
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Chevrolet sonic2
1.
2. Chevrolet is throwing another hat into the small
car ring. The upper-level advertising students of
the University of Texas at Arlington have been
challenged to orchestrate a marketing strategy to
get Generation Y, specifically the UTA community,
behind the wheel of this vehicle; to get ourselves
behind the wheel of the Chevrolet Sonic.
Challenge accepted.
To execute this plan, we will implement a strategy
designed to market to the student body – from
within the student body.
We learned from our research that the problem
with our target market is perception. They perceive
Chevrolet as a brand that is lacking, inferior to its
competitors. What’s more, the Chevrolet Sonic is
almost non-existent in the minds of the ones we
expect to buy the vehicle.
However, after we’ve completed our campaign at
UTA, the Sonic will be at the forefront of the minds
of each student. Concordantly, Chevrolet will be
ushered into acceptance alongside the Sonic. With
constant exposure, the target market will realize
that the ever-elusive perfect fit is the Sonic.
We will highlight the features the consumers of our
target group have grown to look for in the
marketplace, emphasize the Sonic’s fuel efficiency
and other practicalities.
What we have created is the Big MAV on Campus, a
school-year-long integrated marketing
communications campaign that will take UTA’s
Mavericks by the reins and steer them right into
the driver’s seat of the all-new 2012 Chevrolet
Sonic. The Sonic is fun. It is aggressive. It has the
attitude of its intended driver. We will transform a
Chevrolet Sonic from the automobile it is into one
of us. It will become… the Big MAV on Campus.
3. Projections
• 2012 projected small car sales: 665,000
vehicles
• Chevrolet Sonic market share goal: 10% of
small car market
• Chevrolet small cars sales goal: approximately
$964,000,000
Consumer Expectations
• Fuel economy because of high gas prices
• Value because of economic downturn
• Connectivity because they are millennial
• Safety features because they are now standard
in small cars and to challenge the 'unsafe'
perception of small cars
4. Strengths
• Competitive fuel economy
• Competitive price
• Good connectivity features
• Good safety features
• Best student discount program
Weaknesses
• Most features similar to what's already
offered
• Brand/product awareness
Opportunities
• Lowered competition from Honda and
Toyota because of the March 2011
earthquake. This gives Chevrolet a solid
chance at capturing a decent chunk of
market share.
• Chevrolet is not considered
environmentally friendly
• Nissan Versa sales decreased by 15.9
percent
Threats
• Chevrolet is perceived to be inferior in
quality.
• Chevrolet is not considered
environmentally friendly
• Chevrolet engineering is not considered
the best
• Honda sales increased by 11.3 percent
5. Competitive Analysis
Positioning
The Chevrolet Sonic needs to be positioned as the safe, fun and connected alternative,
which provides high-gas mileage at a reasonable price. Tactics need to address the
interactive aspect of advertising, which is essential for millennials. The Sonic has an
advantage over the competition because of its high fuel efficiency and great student
discount program. The main focus of the campaign should be to differentiate the Sonic
from the competition by relating to the target audience and creating brand loyalty. Ways
to do that will be addressed in the tactics section.
6. Demographics
• Ages 18-26
• Sons and daughters of the Baby Boomer
generation
• 68-71 million in the United States
• Largest consumer group in the history of
U.S. and will be the most lucrative in the
future
• Spend between $170 and $190 billion per
year
• 3.5 million Gen Y drivers get their licenses
each year
• Very diverse, consisting of 1/3 minorities
(predominantly African Americans and
Hispanics)
Psychographics
• Growing immune to most sales pitches,
relying instead on peer evaluations and
positive word of mouth
• Very high awareness level of advertising
• Do not want to drive cars they see their
parents driving - unlike Baby Boomers
• Very tech savvy, family centric,
achievement oriented, team oriented and
attention craving
• Addicted to motion, change and constant
activity
• Excellent at multitasking, especially with
technology
• Always seeking out new challenges and
experiences
7. Chevrolet Sonic Attributes Attractive to Gen Y
• Great gas mileage (40 mpg highway)
• Ability to customize and tune the car to
preference (Wraps, sports packages,
ground kits, etc.)
• Inexpensive base price point ($14,495)
• Tech connectivity (iPod connection,
Bluetooth, XM Satellite Radio,
MyChevrolet Remote Link)
• OnStar service including GPS, hands free
calling, roadside assistance, remote door
unlock, Google Maps and MapQuest
navigation
8. UT Arlington Student Survey
• 510 people surveyed
• 79% of respondents were 18-26 years old
• 61.7% female; 38.3% male
Survey Results
• 73.6% of the respondents didn’t know who
made Sonic
• Honda, Toyota and Nissan all ranked higher
than Chevrolet in overall opinion, quality and
engineering, value and cost of operation and
environmental friendliness
• 91.3% of respondents were unaware of
Chevrolet’s college discount program
• Among body styles, the four-door Econosize
was ranked below Midsize Sedan,
SUV/Crossover and two-door Sport Coupe.
9.
10. Chevrolet did not score very well in our sample market
survey. This means we have a great opportunity that we
need to seize. What better way to sway the misinformed
masses who believe Chevrolet produces an inferior
product than giving a population of more than 30,000
the opportunity to interact with that product for an
entire school year?
Utilizing the information gathered from our primary
research and SWOT analyses, we have arrived at a
strategy with great potential. We will create a campaign
in which students will continuously see, hear about and
get to interact with the Chevrolet Sonic, thus putting it at
the forefront of their minds and changing their opinions.
We will execute this campaign through interactive and
informational promo booths at large campus events
throughout the school year leading up to a large end-of-
year Chevrolet event, interactive activities, poster and
newspaper advertising, heavy use of social media and tie
it all together with the chance for a student to win a
Chevrolet Sonic. These tactics will lead to a campus-wide
awareness of the Sonic and should highlight its
connectivity features, design, fuel efficiency and its fun,
aggressive personality, thus changing Chevrolet’s and the
Sonic’s image in the target market’s minds.
Communication Goals
• Achieve at least 5,000 Twitter followers
• Achieve at least 5,000 Facebook “likes”
• Acquire at least 1,000 e-mail addresses for e-
newsletter and future direct marketing
• Have at least 65% awareness of the campaign
and the Chevrolet Sonic on campus
• Have a total event attendance of at least 2,000
people at the end-of-year Sonic event
11. Big MAV on Campus Campaign
This campaign is an integrated marketing communications plan that will span the course of the fall and
spring semesters at The University of Texas at Arlington campus to build a general awareness of the
Chevrolet Sonic and improve the overall image of Chevrolet among the target market: ages 18-26.
It will include:
• Chevrolet Sonic “Big MAV” promo car, named after the university’s mascot, the mavericks.
• Promo booths with fun, interactive games and activities at popular campus events throughout the school
year
• A large end-of-year bash, dubbed the Sonic Boom, which will include music, games, interactive activities
and a Chevrolet Sonic giveaway
• A strong social media presence on Facebook and Twitter
• Campus newspaper advertising
• Event poster advertising
• Student Organizations’ shirt sponsorships
• Campus event sponsorship
• Free shirt giveaways at promo booths
The goal of these tactics is to put the Chevrolet Sonic in the forefront of the target market’s minds and to
articulate its attributes to them through the use of the Big MAV on Campus promo events all leading up to
the Sonic Boom event.
12. Chevrolet Sonic “Big MAV” Car
• Will have a UT Arlington-themed spirit wrap
• Will be personified through social media
• Will be used for campus-wide interactive activities
• Will make appearances at numerous campus events
• Will become a “campus celebrity” throughout the course of the school year
• Will be given away at the Sonic Boom
• Students will have the opportunity to interact with the car at every event that we are at
A large incentive, such as winning a car, will get the target
market to attend and interact with us at our campaign events.
13. Interactive/Non-Traditional Marketing
• Will be used heavily in this campaign; target market
responsiveness to this form of marketing is very high.
• Twitter will be used to post clues as to the locations of
the hidden keys in the scavenger hunts. This will
attract students to Big MAV’s social media profiles.
• Social Media profiles can also be used to post other
Chevrolet-related news and facts and to interact with
his fans and followers.
• A photo booth inside of Big MAV at campus events
will allow students to pile in for a picture that will be
uploaded to the Big MAV on Campus Facebook profile.
Students can then tag themselves in the picture at our
computer on-site, thus displaying the picture, our fan
page and the Chevrolet Sonic to that person’s entire
friend base.
• Event and campus organization shirt sponsorships will
get thousands of people wearing shirts with our logo,
helping to build awareness of the campaign and the
Chevrolet Sonic.
Our research shows that the target audience is
heavily involved with social media and responds
positively to interactive activities.
14. Key Scavenger Hunts
• A Chevrolet Sonic key will be hidden at seven
different events throughout the school year;
three keys will be hidden at the Sonic Boom
• Each of these scavenger hunts requires
students to search for a key, which will be
hidden somewhere on-site at each event
• Hints as to the locations of the keys will be
given out via @BigMavOnCampus twitter
during the events
• The first person to find the key wins it
• All key winners (10 total) will then be able to
try starting the ignition of the Chevrolet Sonic
“Big MAV” car at the Sonic Boom event; the
person with the key that starts it wins the Big
MAV car
• The incentive of finding a key at the campus
events will create buzz around the campus
about the campaign and the Chevrolet Sonic; it
should also drastically increase event
attendance
The key scavenger hunts will be a fun interactive
activity with a huge participation incentive that the
target market should respond very well to.
15. Traditional and Direct Marketing
• Posters will be posted on campus announcing
which events Big MAV and the Chevrolet Sonic
Promo booth will be at, as well as posters
advertising our campaign and the Sonic Boom
event.
• We will advertise our appearances and campaign
in the campus newspaper, The Shorthorn.
Estimated readership is 70% of the university’s
33,000+ students.
• Handouts containing information about our
campaign will be given out at our promo booth.
• E-newsletter will be sent out to subscribers who
sign up to receive it at our promo booth.
These tactics are a low-cost way of reaching a
large portion of the campus community, creating
buzz around our campaign and being ever-
present in the mind of our target market.
16. Campus Events Promo Booth
• Promo booths will be set up at seven different campus
events throughout the year
• We will work closely with campus organizations
hosting the events to obtain booth space at events
• The booths and any other activities for the campaign
will be worked by Chevrolet interns to cut costs
• Key scavenger hunts will occur at each event; hints will
be given out via Big MAV’s Twitter account during the
event
• Chevrolet Sonic “Big Mav” car will always be present
at events
• The Chevrolet Sonic will be used as a photo booth by
using a dash-mounted camera; photos will be
uploaded to Facebook on-site where participants can
tag themselves
• Free “Big MAV on Campus” shirt giveaways; shirts will
be given to students who choose to provide their e-
mail address for an e-newsletter and future direct
marketing efforts or if they “like” or follow our social
media profile
• Event appearances will be advertised via social
networking, posters on campus and campus
newspaper advertising
• Other event-related games and activities will occur at
the booth, involving event attendees
• Marketing materials, such as hand-outs, describing
our campaign and attributes of the Chevrolet Sonic
will be distributed
The promo booth will provide campus event
attendees with an opportunity to interact with the
Chevrolet Sonic and participate in fun activities.
17. The Chevrolet Sonic promo booth and Key Scavenger Hunt
activity will be at the following scheduled campus events.
Promo Booth Schedule – Fall
Activities Fair Day
• First large event of the school year
• Dozens of student organizations set up booths in
the middle of the campus to pass out marketing
materials to thousands of student attendees.
• Information about the campaign will be
distributed.
Oozeball
• A day-long mud volleyball tournament
• This campus tradition attracts approximately 350-
400 students
• Oozeball t-shirts, given to all participants, will be
sponsored by the Chevrolet Sonic Big MAV on
Campus campaign; logo will be clearly visible on
shirts
Fall Concert
• This annual UT Arlington event consistently sells
out every year with big name acts such as
Rihanna, Maroon 5, B.O.B. and Lupe Fiasco;
Approximate attendance is 2,700.
• An air guitar contest for bragging rights will be
held at the promo booth, creating some great
photo opportunities for students
Annual Sigma Chi Fight Night
• Fight Night is an annual amateur boxing
tournament, featuring UT Arlington students, that
benefits the local Boys and Girls Club hosted by
the Alpha Chi fraternity.
• Attendance is approximately 2,000.
• The Chevrolet Sonic promo booth will host a
strength contest using an old school punching
machine for bragging rights.
18. Sponsorships
• We will sponsor the University’s annual Fall
Concert by paying for the venue and all
production costs, in return it will be renamed the
Chevrolet Fall Concert and our logo will be on all
marketing materials as well as signage at the
event; average attendance is approximately 2,700
• We will also sponsor the annual Sigma Chi Fight
Night event by paying for the event t-shirts and
any other event costs in return our logo will be on
the t-shirts and all marketing materials; average
attendance is approximately 2,000
By sponsoring large events like these, the Sonic
and Chevrolet’s image among the target market
will improve and create buzz about our
campaign.
19. The Chevrolet Sonic promo booth and Key Scavenger Hunt
activity will be at the following scheduled campus events.
Promo Booth Schedule - Spring
College Park Center Opening/Basketball Game
• This Spring will host the opening of the university’s
brand new $78 million College Park Center, which
seats approximately 7,000 people, where the school’s
basketball team will host its games.
• The Chevrolet Sonic promo booth will host a pre-
game tailgate party in the parking lot; free food will
be given out
Volleyball Game
• Attendance at volleyball games can be anywhere
from 500-1,000
• We will host a game that is sure to amuse and
provide a comedic opportunity; contestants will have
to race to air up a volleyball for bragging rights.
Homecoming Game
• Because our school lacks a football team, we
celebrate our homecoming games with our
basketball team. The homecoming game is typically
the game with the highest attendance of the season.
• Big MAV will participate in the golf cart parade, a
homecoming tradition, prior to the game.
• A DDR game will be set up at the booth connected to
a large LCD TV that will be resting in the Sonic’s
spacious hatchback storage area, demonstrating its
spaciousness and versatility.
20. Sonic Boom
• This event will be a large end-of-year bash for the
students.
• We will reserve the Library Mall on-campus for
this event.
• DJ/MC will provide music as well as host games
and giveaways.
• We will grill and serve hotdogs, veggie burgers
and hand out water bottles to students.
• Big MAV will be available for photo booth
pictures.
• Sonic Boom t-shirt giveaways
• Final key scavenger hunt will occur for the final
three keys; hints still given out on Twitter.
• All key holders will then get to try starting Big
MAV to see who gets to take him home. Free food and the Sonic giveaway as well as the music and
cars set up in the middle of campus should attract a large
number of students.
22. IMC / Media Schedule
As you can see from this plan, we have strategically created a continuous integrated marketing
communications plan to effectively engrain the Chevrolet Sonic into the forefront of the target
market’s mind.
23. By using low-cost, high impact methods of marketing that would
create buzz around our campaign, we were able to focus our
budget on creating a long-term continuous plan that would net
the highest number of impressions possible through interaction
with the target market.
24. Effectiveness of tactics can be measured by:
•Attendance at events and participation in the
games and activities at the promo booth
•Number of page “likes” on Facebook
•Number of followers on Twitter
•The number of e-newsletter subscribers
•A follow-up survey at the beginning of Fall, the
next school year, gauging the success of our
campaign in instilling an awareness and the
positive attributes of the Chevrolet Sonic
•Sales numbers for the Chevrolet Sonic in
Arlington, TX and the surrounding area after the
campaign
•Number of website hits to the Chevrolet Sonic
website from the Arlington, TX area after the
campaign