This document summarizes a media plan proposal to promote Pep Boys auto repair services to women ages 25-35. It begins with an overview of the target audience and competitors. Research found that women want trustworthy mechanics and already go to Pep Boys for small services. The key insight is that women want trust in auto repairs. The media plan recommends digital radio, print magazines, direct mail love letters, billboards, and guerrilla marketing on parked cars to position Pep Boys as the most trustworthy choice for all auto repair needs. The total budget proposed is $438,260 of the $500,000 budget.

1. FROLIC
Where ideas run wild
Account Director
Molly Lindley
Account Planner
Jaclyn Boone
Copywriter
Meredith Goeringer
Art Director
Nick Johnson
Art Director
Peter Berna

2. How can we get the female
demographic, who own and drive
cars, to choose Pep Boys for their
auto service and auto retail
needs?
RFP Objective

3. Current Situation

4. Industry Overview
Female Purchasing Power
• Spend over $200 billion on cars and
service each year
• Influence 80% of car purchases
• Request 65% of all service work
done at dealerships
Service > retail
• Younger generations
Small shops
• Hundreds in
Philadelphia

5. Competition

6. Independent Shops

7. Service Chains

8. Dealerships

9. Pep Boys

10. Research Methodology
Interviews
Surveys

11. “He’s trustworthy, and I know he’s
giving me the right prices for the
work that he’s doing, and I know he’s
doing an efficient job on the work.”
“To know that my car would
be fixed at a fair price but
fixed. To know that they’re
an honest company.”

12. Women want
a mechanic
they can
trust.

13. “I needed new brakes immediately
and couldn’t wait for the day that they
gave me, so I went to Pep Boys.”
“When there are time constraints or
an emergency she goes somewhere
closer like Pep Boys.”
“We go there often to get oil changes.”

14. Women already
go to Pep Boys
(but only for
small services).

15. Communication Objective
To persuade our audience to use Pep
Boys for larger auto repair services
instead of just minor upkeep. We want
them to think of Pep Boys first for all of
their car repair needs.

16. Katie
• 30 years old
• Married with an 8-year-old
daughter
• Works in Bucks County
• Commutes from South
Philadelphia 5 days a week
• Drives 2001 Honda Civic
• Uses several car repair
shops, including Pep Boys

17. Sara
• 25 years old
• Single
• Works in Philadelphia
• Commutes from suburbs
5 days a week
• Drives pre-owned Mazda
• Car service at dealership

18. Position
To 25 to 35-year-old women who own
a car and currently use Pep Boys for
minor auto service repairs, Pep Boys is
the number one choice for repairs of
any size.

19. Strategy
They want trust. We want commitment.
Sounds a little bit like love.

20. Take it to the
next level.
Big Idea

31. Aug 2013 Sept Oct Nov Dec Jan 2014 Feb Mar Apr May June July Aug Total
Digital
Pandora $80,000
Radio
104.5 $32,000
102.2 $32,000
Print
Fit Pregnancy $8,000
In Touch $8,000
Bridal Guide $8,000
OK! $8,000
Parents $8,000
Direct Mail
Love letters $214,260
Out of Home
Billboard $32,000
Guerilla
Parked cars $8,000
Total $438,260
Budget $500,000
Media Plan

32. Recommendations

33. Thank You!
Questions?