The document outlines a media plan to rebrand Don Rosen Imports as Pleasant Valley Imports. It includes secondary research on the target demographics, a SWOT analysis, primary customer research, and the development of personas. The media plan proposes a budget allocation across various channels including radio, online, social media, billboards, and PR to increase brand awareness and drive new and existing customers to the dealership. The overarching idea is to target two key demographics and communicate that the dealership is "Driven By You".

1. SEAN NARTIFFDEIONE SYDNORCRISTINA WILLISSTEVE FLEMINGACCOUNT MANAGERMEDIA PLANNERCOPY WRITERCREATIVE DIRECTOR1

2. ITINERARYSecondary Research/SWOTPrimary ResearchThe Name ChangePersonasMedia Plan and Budget The Big IdeaCreativeWrap-Up2

3. SECONDARY RESEARCH3

4. 55% empty nesters50% of buyers in category do not financeLifestyle: Luxury and automotive enthusiasts who “make money off of the bad economy”Values: Performance, CustomizationGeography:PA, NJ, with some advertising on NY radioKEY FACTS4

5. DON ROSEN IMPORTS SWOT ANALYSIS5

6. STRENGTHS“Low-Pressure Environment”Leader in Local SalesMultiple LocationsValuable Brand Name6

7. WEAKNESSESSharing the Don Rosen NameNew sales staff has a high turnover rate and long training period7

8. OPPORTUNITIESSocial Media AdvertisingTest DriveCustomizationTarget MarketPurchasing Funnel8

9. THREATSOnline CompetitorsWinner Porsche of DelawareCompetitor InnovationAudi Wilmington:The Odo ClubAudi Mendham: Onsite Delivery Service Paul Miller Porsche: Car Races9

10. PRIMARY RESEARCH10

11. DEMOGRAPHICS89% of respondents own a luxury vehicle56% Male44% Female56% Own a Porsche or Audi67% Buy New11

12. HOBBIES AND INTERESTSSportsFitness Cooking YachtingTravelWineYoga PhotographySocial Media12

13. SOCIAL MEDIA CONSUMPTION13

14. SOCIAL MEDIA CONSUMPTION14

15. WHAT IS YOUR IDEAL DEALERSHIP EXPERIENCE?“When I can get the deal I want, the way I want it.”“Personal & Memorable”“Top Customer service”15

16. WHY BUY A LUXURY AUTOMOBILE?Primary reason = performance 67%Secondary Reason= style 33%Safety and Status were not valued by our respondents16

17. THE RIGHT DEALERSHIPDealership experience, inventory, location, and recommendations are all highly valued by the target marketRespondents consider sales people but it isn’t top of mind17

18. RESEARCHING THE CAR18

19. THE NAME CHANGE19

20. WHY CHANGE?Don Rosen Imports, while an established name, has a parasite (Don Rosen Audi & Infiniti of Willow Grove) leeching off the name20

21. CHOOSING A NAMEA name that reflects the idea that DRI has been there since the beginningA name that welcomes people to come visit the dealership21

22. PLEASANT VALLEY IMPORTS22

23. PERSONAS23

24. ALEXUS VON VORSTAge: 32Job: Senior Account ExecutiveCar of choice: Audi a4Income: $150,000Hi, 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.Where can you find me?Online:- Facebook- LinkedIn- PandoraOffline:- B101, Q102, BENFM (95.7)- SEPTA regional rail24

25. CHARLIE SCHWABAge: 58Job: Financial InvestorCar of choice: Porsche 911 Turbo, Audi a8Income: $2 millionHow’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.Where can you find me?Online:- Facebook- LinkedIn- TwitterOffline:- WMGK, WMMR- Pine Valley Golf Club- Schuylkill Expressway25

26. MEDIA PLAN AND BUDGET ALLOCATION26

27. PLAN PARAMETERSTarget Market #1:PorscheMale 55-74Income: $250,000+SuburbanMarket: PA, NJ, NYareas: Princeton, The Mainline, Conshohocken, WynnewoodTarget Market #2:

28. Audi

29. Female 30-54

30. Income: $150,000+

31. Suburban

32. Scheduling: continuous27

33. STRATEGY AND TACTICSObjectives Primary: create awareness of Don Rosen Import’s name changeSecondary: promote overnight test drives to bring new prospects into the dealershipTacticsUtilize SEM and micro page for different objectivesHit frustrated commuter traffic with radioAccess Don Rosen at the tip of your finger28

34. CHANNELS29

35. CHANNEL RATIONALE AND STRATEGY30

36. RADIOBudget Allocation: $300,000Channels: WMMR, BENFM, Q102Rationale: 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.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.Success Metric: Call-ins, number of visits31

37. ONLINE RADIOBudget Allocation: $120,000Channels: PandoraRationale: online radio is another way to efficiently reach our target via IP address. Pandora will reach the tech savvy consumer who values customization.Strategy: utilize full-screen takeover ads to visualize idea of customization and radio spots to reach those away from their computerSuccess Metric: Click Through Rate32

38. SEO/SEMBudget Allocation: $216,000Channel: GoogleRationale: SEO and SEM is critical to the success of the campaign because it pulls in customers who are already in the research/buying phaseStrategy: 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 micrositeSuccess Metrics: Click Through Rate, Website Traffic, Google Analytics33

39. BILLBOARDBudget Allocation: $144,000Channel: routes along Princeton, Conshohocken, and WynnewoodRationale: Like radio, billboard is a medium specific to the road. It is a great way to attract local customers to the dealership.Strategy: Utilize vivid imagery that will inspire target market to drive something new.Success Metric: number of visits to dealership34

40. SOCIAL MEDIABudget Allocation: $60,000Channels: Facebook Twitter YoutubeRationale: 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. 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.Success Metrics: Facebook likes, number of tweets @PleasantValley35

41. PUBLIC RELATIONSBudget: $180,000Channels: scholarship fund, charity golf eventRationale: Pleasant Valley should enhance its public image to gain the community’s favor. 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.Success Metrics: Response to giveaways, additional media attention36

42. MEDIA SUMMARYMake existing customers aware of the name change while continuing to drive new clients to the dealershipDirect traffic by targeting two demographics with niche ad placementIncreasing brand awarenessPull consumers in the purchasing funnel37

43. THE BIG IDEA38

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45. CREATIVEFacebook Profile PageTwitter Profile PageYouTube PagePandora Take-Over AdMicrosite Add-On to Existing SiteNewsletterBillboardRadio40

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