Honda has established a marketing budget and timeline for its summer 2016 marketing campaigns. The budget allocates $100,000-$150,000 for an Instagram campaign where users can win a car by sharing photos of their high-mileage Hondas. A second campaign collaborates with the LiveTrekker travel app for $400,000-$500,000, featuring users' road trips on Honda's website. The timeline spans July-August for strategy, development, deployment and evaluation of the campaigns across Instagram and LiveTrekker.

1. Running head: BUDGET AND TIMELINE
MKT 625: INTERNET MARKETING STRATEGIES-BUDGET AND TIMELINE
ZACHARY C. SCHNABEL
SOUTHERN NEW HAMPSHIRE UNIVERSITY

2. Running head: BUDGET AND TIMELINE
Marketing Budget and Timeline
Honda has established itself as a highly-innovative and fuel-efficient automobile
company that has a proven track record of reliability and providing great service to its customers.
With numerous quality and safety awards from Car and Driver, Edmonds, and Kelley Blue Book,
it's easy to see that the brand is manufacturing quality products at affordable prices while
growing a loyal customer base (Honda, 2016). The automobile marketplace constantly changes,
so it is important for Honda to remain competitive by developing new and innovative concepts to
not only keep its loyal customer base, but also attract new buyers to the brand on a consistent
basis.
Marketing Budget for Summer 2016 campaigns
The first concept for the campaign will run during the month of August will take place on
Honda's official Instagram web page, where users will have the ability to actively participate and
interact with the company in hopes of being entered into a contest to win a brand new car. Users
that already own Honda automobiles with “high mileage” will be encouraged to share their
vehicles with #HondaHighMileage which will allow them to be entered into a daily contest
created by Honda. One lucky user will be selected every Wednesday over of the course of the
month of August to win and select a car from Honda's 2016 lineup of vehicles. For a company to
use access the power of Instagram's advertising exposure abilities, it costs around $20-$30 per
thousand impressions to reach users as seem in similar campaigns, depending on whether photos
or videos are used (AdvertisingAge, 2015). With the price per thousand, Honda is estimated a
budget of $100,000 to $150,000 allocated for this aspect of the interactive concept.
Asset #1: Instagram “#HondaHighMileage” concept (Aug.2016 campaign)

3. Running head: BUDGET AND TIMELINE
Task Cost
Sponsored photo on Instagram (every 3 hours) $20.00 per thousand impressions
$100,000-$150,000 over course of August
Design Creation (images, model-selection, stats) $100,000-$150,000 (2-3 weeks prior August)
Content Creation (images, model-aspects, stats) $150,000- $200,000 (2-3 weeks prior August)
$50 per developed ad
Tools and Analytics (per-click, app-traffic)
$50,000-$150,000 (during month of August)
SEO/SEM Development (Ad-placement) $200,000 (during month of August)
Grand Prize : one on every Wednesday in
August campaign- Basic package of every
model to choose from
Accord: $22,355-$24,025
Civic: $18,640- $19,050
Fit: $15,890
HR-V: $19,215
CR-Z: $20,295
CR-V: $23,845
Pilot: $30,345
Ridgeline: $29,475
Odyssey: $29,550
*Prices taken from Honda.com official website
The second concept for Honda's August 2016 marketing campaign is designed with the
intention of reaching a larger target audience through the advancement and latest technology in
smart phone devices. Honda will collaborate with the popular travel app, LiveTrekker, which
allows users to create virtual journals of their road trips across America. Will this app, will be
able to post pictures of themselves with their Honda's which will be featured in a slide show
displayed on Honda's official website. With the price of ads placed in similar in-apps being
around $.50 to $1.25 per thousand impressions, Honda has allocated a budget of $150,000 to
$200,000 for this concept of its marketing campaign (Butner, 2013). With the different tasks in

4. Running head: BUDGET AND TIMELINE
mind, such as, design creation, content creation, and research conducted, Honda estimates a total
budget for this concept at $400,000 to $500,000.
Asset#2: LiveTrekker app collaboration concept (Aug. 2016 campaign)
Task Cost
LiveTrekker in-app ads $.50-$1.25 per thousand impressions
$400,000 to $500,000 for month of August
Design Creation $200,000 over course of August (2-3 weeks prior
August)
Content Creation (images, model-aspects,
stats,user-selection for website)
$100,000.00 (2-3 weeks prior August)
$50 per developed ad
SEO/SEM Development (Ad-placement) $100,000.00 over course of August
Tools and Analytics (per-click, app-traffic) $50,000-$100,000 over course of August
Prize/reward User vacation trips featured exclusively on main
website (changes hourly and user will be notified if
selected)
Honda's Campaign Timeline
With any successful marketing campaign, there are four components of execution
set in place to ensure the continued success throughout life of the campaign: Strategy,
Development, Deployment, and Evaluation (SNHU, 2016). These four components are
strategically dated to ensure the success of every aspect of the August 2016 campaign.
Strategy: July 11th
to July 29th
The strategy stage of the proposed marketing plan process will take place two to three weeks
before each actual concept of the campaign is set in place. Through this stage, the following
tasks will be conducted and finalized:

5. Running head: BUDGET AND TIMELINE
*Unless noted, all dates are to be determined*
-Plans finalized with Honda Marketing team for each assets of the campaign (campaign goals
created)
-All research and audits will be performed and completed to ensure target audience is reached
-Current Honda customer data will be collected (social media sites used, surveys, etc)
-Finalize campaign goals (July 25-July29)
Development: July 18th
to July 29th
The development stage of the proposed marketing plan process ensures that the marketing
campaign is accepted and is to be officially created. At this stage, Honda's internal marketing
department will assess each application used during the campaign and plan accordingly on how
to engage and interact with users based on visual components, etc.
*Unless noted, all dates are to be determined*
-Collaborate with Instagram and finalize purchasing ad-space, posts, photo and video space, etc.
-Collaborate with LiveTrekker and finalize purchasing ad-space, photo, beta-tests, mobile app
store acceptance, mobile device requirements, structure of implemented advertising should be
completed
Each aspect of finalizing collaborations with the application LiveTrekker and Instagram should
be broken down into sub-tasks. Sub-tasks help our internal marketing department take a more
detailed approach to every aspect of the visual aspects of the campaign (SNHU, 2016).
Deployment: August 1st
to August 31st
The deployment stage of the proposed marketing plan process allows Honda do set a specific
date for release of its marketing campaign. With strategic timing, Honda can release campaigns
that tailor to its target audience based on the summer months.

6. Running head: BUDGET AND TIMELINE
-Deploy campaign and maintain social media website and application (August 1st-August 31st
)
-Maintain mobile application and social media website (August 1st-August 31st
)
Evaluation: August 8th
to August 31st
The evaluation stage of the proposed marketing plan process is set in place to adjust accordingly
based on how well each concept is doing. Throughout most of the month of August, Honda will
constantly evaluate each concept of the campaign based on research, followers, and in-app
registered users.
Over the course of the Evaluation process, there are numerous questions that the company needs
to ask itself based on the strengths and weaknesses of the campaign:
-What are each concepts strengths?
-What are each concepts weaknesses?
-Can both strengths and weaknesses be adjusted if needed?
-Have we successfully reached our target audience?
-Have we branched out and reached a new target audience?
Honda's Instagram #HondaHighMileage concept calender
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1
Concept
deployed- 8
users
sponsored
2
8 users
sponsored
3
Contest
Winner
Announced
8 users
sponsored
4
8 users
sponsored
5
8 users
sponsored
6
8 users
sponsored
7
8 users
sponsored
8
8 users
9
8 users
10
8 users
11
8 users
12
8 users
13
8 users
14
8 users

7. Running head: BUDGET AND TIMELINE
sponsored sponsored sponsored sponsored sponsored sponsored sponsored
15
8 users
sponsored
16
8 users
sponsored
17
Contest
Winner
Announced
8 users
sponsored
18
8 users
sponsored
19
8 users
sponsored
20
8 users
sponsored
21
8 users
sponsored
22
8 users
sponsored
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8 users
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8 users
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8 users
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8 users
sponsored
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8 users
sponsored
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8 users
sponsored
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8 users
sponsored
30
8 users
sponsored
31
Contest
Winner
Announced
8 users
sponsored
Honda's LiveTrekker app concept calender
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1
24 users
sponsored
2
24 users
sponsored
3
24 users
sponsored
4
24 users
sponsored
5
24 users
sponsored
6
24 users
sponsored
7
24 users
sponsored
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24 users
sponsored
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24 users
sponsored
10
24 users
sponsored
11
24 users
sponsored
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24 users
sponsored
13
24 users
sponsored
14
24 users
sponsored

8. Running head: BUDGET AND TIMELINE
15
24 users
sponsored
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24 users
sponsored
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24 users
sponsored
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24 users
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24 users
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24 users
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24 users
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24 users
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24 users
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24 users
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24 users
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24 users
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24 users
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24 users
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9. Running head: BUDGET AND TIMELINE
* Example of LiveTrekker app campaign *Example of Instagram #HondaHighMileage Campaign

10. Running head: BUDGET AND TIMELINE
References
All Vehicles. (2016). Honda. Retrieved on July 10th
, 2016 from http://automobiles.honda.com/all-
models.aspx
Awards and Accolades. (2016). Honda. Retrieved on July 10th
, 2016 from
http://automobiles.honda.com/awards/
Butner, Sean. (2013) How much in Advertising Revenue Can a Mobile App Generate? Retrieved
on July 10th
, 2016 from http://smallbusiness.chron.com/much-advertising-revenue-can-mobile-
app-generate-76855.html
SNHU/Southern New Hampshire University. (2016). Module Seven: Creating a Timeline for an
Internet Marketing Campaign. [PDF document]. Retrieved from MKT 625 Lecture Notes Online
Web site: www.bb.snhu.edu.
What it Costs: Ad Prices from TV's Biggest Buys to the Smallest Screens. (2015). Advertising
Age. Retrieved on July 10th
, 2016 from http://adage.com/article/news/costs-ad-prices-tv-mobile-
billboards/297928/